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Radio as a promotional tool an exploratory study (MBA Marketing)



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MBA Project ID: 249
MBA Project Name: Radio as a promotional tool an exploratory study (MBA Marketing)
MBA Category: MBA Marketing
Project Abstract:
 
FM Radio can play its part in building a stronger business future for India. Providing free-to-air local broadcasts of music and entertainment, helpful information - traffic advisories, community announcements and public service messages provide a real value-added service. But at current levels of advertising support, each radio station is reeling under the brutal financial impact of high costs. Ad revenues will also not be easy to come by, as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. The other challenge for radio in attracting advertisers is the nature of the medium-radio has always considered being a reminder medium. The involvement of listeners to radio is low, Vis a Vis television or print media. Radio is always been a medium adopted by retailers in the local area who need to target the local market. There is no National or the International players advertising in Radio. The advertisers in the radio are only those who concentrate on the end consumers. The financial institutions i.e. the banks and insurance companies do not advertise in the radio. There may be a lot of problems prevailing behind. The study tends to analyse as to why the financial institutions don’t prefer radio as an advertising media.
Project Report: 42 Pages
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