Samp
le this: A slew of regional campaigns on radio like the Shivaji-Rajnikanth contest on Radio Mirchi in the South did well and boosted the movie’s performance. Similarly Haldiram’s ads in West Bengal are doing rather well. Retail giant Big Bazaar also is effectively using radio to lure the local janta. Today, major local advertisers on FM are malls, jewellery shops, real estates, saree showrooms, educational advertisers, restaurants, automobile dealers, multiplexes and FMCG brands. predictably, when it comes to wooing national advertisers, the trophy rests with those radio channels that boast a national reach – Radio Mirchi, Radio City and Big 92.7 FM, to name a few. These radio stations with a national network obviously find favour with big-ticket national advertisers like telecom companies, banks, insurance majors and even mutual funds. Radio channels that have only a regional reach, on the other hand, have to be content with small (but abundant) local advertisers for the most part. However, this trend too is likely to see a shift, as national advertisers begin appreciating the personal, one on one contact that regional and local radio stations have begun establishing with listeners.
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Source : IIPM Editorial, 2008
le this: A slew of regional campaigns on radio like the Shivaji-Rajnikanth contest on Radio Mirchi in the South did well and boosted the movie’s performance. Similarly Haldiram’s ads in West Bengal are doing rather well. Retail giant Big Bazaar also is effectively using radio to lure the local janta. Today, major local advertisers on FM are malls, jewellery shops, real estates, saree showrooms, educational advertisers, restaurants, automobile dealers, multiplexes and FMCG brands. predictably, when it comes to wooing national advertisers, the trophy rests with those radio channels that boast a national reach – Radio Mirchi, Radio City and Big 92.7 FM, to name a few. These radio stations with a national network obviously find favour with big-ticket national advertisers like telecom companies, banks, insurance majors and even mutual funds. Radio channels that have only a regional reach, on the other hand, have to be content with small (but abundant) local advertisers for the most part. However, this trend too is likely to see a shift, as national advertisers begin appreciating the personal, one on one contact that regional and local radio stations have begun establishing with listeners.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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