Radio as a Promotional Tool an Exploratory Study

Introduction

Radio as a promotional tool an exploratory study Project on MBA marketing aims at analyzing the impact of radio advertisements. on urban commuters towards buying behavior in retail stores and attempts to determine the role of radio advertising on the dissemination of information on sales promotions. A large number of people listen to the radio while commuting in urban areas and respond to the broadcast of various commercial messages. 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. A large number of people listen to the radio while commuting in urban areas and respond to the broadcast of various commercial messages. 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 are no National or International players advertising in Radio. The advertisers on the radio are only those who concentrate on the end consumers. The financial institutions i.e. the banks and insurance companies do not advertise on the radio. There may be a lot of problems prevailing behind. The study tends to analyze as to why the financial institutions don’t prefer radio as an advertising media.

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