Home >> Media-Radio >> Article

IMPACT Annv Spl: Avoid radio at your own risk

05-January-2012
Font Size   16
IMPACT Annv Spl: Avoid radio at your own risk

Radio is a very special medium. It is engaging, personal and efficient. It envelops the listener and becomes an integral part of her life. Because it is such a comfortable and unseen part of the consumer’s life, it sometimes goes unnoticed almost like the air she breathes.

As far as advertisers are concerned, there are several reasons why they cannot afford to ignore it.

High engagement medium: Consumers have a personal connect with radio and believe that the medium is for them individually and not for everyone. People have great affinity towards stations and RJs and feel that the station and RJ is their personal companion whom they can share their lives with. That is why shows like ‘Love Guru’ get such high and intimate responses.

Interactive: Radio offers a unique platform for marketers to build in interactivity with their consumers. Advertisers can do test launches, get instantaneous feedback on their products and directly engage with their consumers anytime, anywhere. The response generated on radio on contests and other interactive mechanisms is unparalleled when compared to any other medium.

Reduced spillover: Advertisers often seek to maximise efficiency of their marketing spends by looking at micro targeting communication to consumers in focus markets. Radio serves as a key medium to fulfill this need with its ability to create customised and local communication for pocketed audiences.

Lowest CPT: Radio is far more inexpensive than print. If you need a local media plan you will pay six times on print, while at one-sixth of that cost you will get the same kind of reach and frequency on radio.

Consumption across the day: The most important fact is that radio is an anytime access medium and advertisers can reach their consumers anywhere, anytime. Different sets of people tune in to radio at different points of time and, therefore, the medium is consumed across the day, unlike print, which is mainly consumed in the morning and TV, which is mainly consumed at night.

Quick turnaround: It’s an instant medium for advertisers to get their communication up and running. It just takes four hours from conception to execution of communication.

Great multiplier: Radio goes well with TV/ hoardings, etc. By apportioning 10 per cent of the marketing spend to radio in a print/ TV campaign, it has been proven that the impact is at least 15 per cent higher. AOTS and recall scores also increase substantially when radio is added into the media plan.

(Apurva Purohit is Chief Executive Officer, Radio City.)

 

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

right
left
DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS

On his recent visit to India, Richard Glasson spoke about the critical elements that define modern marketing communication and the company’s vision for the Indian market

It's apparent that Maggi is changing the way it speaks to its customers especially with the recent ad to make kitchen space gender-neutral

The new TVC portrays repressive gender roles and tells us that there is no place for gender-based power games