With the entry of Radio Channels like Radio Mirchi, Suryan FM and Big FM, etc., radio has again come into the limelight. Every firm can safely advertise in this media as it is reaching the ears of millions. Product brands like Bindu-Appalam, Three Roses Tea, Cadburys-Ulta, Dinakaran Newspaper, Venus Mixer, etc. are frequently heard advertisements in these radio channels in Chennai. Again FMCG companies have customers from different economic sections and from different occupations, which works to their advantage. Cost for duration will be less, talents existing in the world around can be effectively utilized, and people from different educational streams can be used.

We can never forget the days where many people used to listen to radio advertisements in between cricket matches. Advertising that stresses and persuades immediate buying of the product is known as direct action advertising. Indirect action advertising as against direct action advertising, does not attempt to bring about an immediate behavioral response. Sometimes, advertising is aimed to create a mental association about a brand. Primary demand advertising can be intended to affect the demand for a type of product and not of a particular brand of that product. At times, selective demand advertising is aimed at stimulating demand for a particular brand in a class of product.

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