Think of shooting a horse
that is three headed,
leaping across 80-feet wall to win a race ahead of 100 cars.
While all these are practically not possible, one can surely talk about doing
the same on the radio. This is the power of the radio which is often called
the `theater of the mind'. Radio advertising is one of the oldest
and quickest media of advertising. Being an affordable ad medium, it helps
in reaching a mass audience, that comprises of both illiterate
and educated listeners. During periods of economic downturn, radio
has become a cost-efficient way to reach people with its great
multiplier effect, especially when used intelligently, in synergy with
other modes of advertisement.
Customers, today, want information wherever they are,
and that too with an appeal that lasts for a longer time. With changes
in lifestyle,, which have now become high-paced and often tied with
busy schedules, people hardly get time to view ads during separate time
slots. Thus, it has become necessary for brands to target customers at
any time of the day, irrespective of their lifestyle. Listening to the radio
has become a part and parcel of almost a majority of the
population, irrespective of their age and sex. |
