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Wednesday, July 22, 2009

The merits of radio as an advertising medium are the following

1. It offers local coverage on its medium wave channels, hence local markets can be sections of society.
2. Radio reaches all sections of society.
3. It offers scope for continuous advertising day after day, and several times during the day.
4. It is a comparatively cheap medium. And has a special appeal and credibility, especially in rural areas.
5. Radio does not hamper a person’s mobility.
6. As a vehicle of information, it is the fastest medium.
7. Radio is a more interactive and stimulating medium than TV where the viewer is spoon fed. Radio allows you to think, to use your imagination. That is why nobody ever called it the idiot box.

Commercial radio has, however the following limitations:

1. Broadcasting authorities impose certain restrictions on the extent and time of airing of advertisement and sponsorships.
2. Only ten per cent of total broadcasting time can be devoted to commercials
3. Vividth Bharathi does not cover the entire country.
4. Only a small percentage of Vividh Bharathi programs is in the regional languages: hence local advertising is limited.
5. As it is only an audio medium the impact of radio advertising is not as much as the other media.

Labels: advertising, Commercial, following, languages, percentage, Radio, regional, Vividth Bharathi

by 4Points at 5:19 AM |