FM Radio Advertising-The Sound of Money

The FM Radio Advertising-Sound of Money explores the scope the emergence of FM (Frequency Modulation) radio offers to the Indian advertiser. It begins with the history of radio in India. With the advent of Private radio clubs to All India Radio, from chunks of slots to establishing of Private radio stations, it offers a note on growth of Indian radio over the years and its origins in programme format, the need of the nation and the role it played in development of early India.

The study tries to understand and analyze the nature of advertising, the volume of market potential and the reach radio has in a commercial sense. It offers the technique which advertisers can look for in the near future, its market potential being unexplored and the current share of radio media which is neglible in true media terms. It provides a comparative analysis of media reach of radio vis-a-vis other media. This study also gives an in-depth analysis of the reasons why private radio is all set to be the biggest industry boomer and growth driver in media circles. It focusses on the investments required, the content pattern and the target niche listener profile. There is a comparative analysis with other media such as print and television and the cost-benefit ratio- the Cost per traffic turns out to be lowest amongst radio. It offers an insight in the low cost and effective utilization of radio as a favourite medium among media planners and gives the financial analysis which reinforces the viability of this medium and the fact that radio is not just a low-cost media vehicle but also a good medium to reach the local audience and the target segment of the population.