A

Project Study Report

On Titled

RADIO

ADVERTISING

Submitted in partial fulfillment for the Award of degree of

Master of Business Administration

SESSION (2010-2012)

Submitted To: Vivek Khambra (Faculty of Management studies)

Submitted By: Vijay Mathur MBA- 4th SEM.

MORDEN INSTITUTE OF TECHNOLOGY & RESEARCH CENTER ALWAR

PREFACE Government of India, vide announcement made in December, 2002 has opened up vistas for educational institutions / organizations to have their own small power FM Radio Sta-tions. As a step forward in this direction, Government has invited applications for grant of licenses to well established educational institutions/ organizations including Universities, Institutes of Technology / Management and Residential Schools for setting up Community Radio Stations. Guidelines issued by the Government on this facility are annexed. The idea behind the scheme is to enable these institutions to provide radio coverage within their campus and to serve the cause of the community by involving members of the community. These radio stations will go a long way in reaching out to the community with programme content that shall be of interest to the local audience. The local community would thus get largely benefited and find itself more involved in the happenings within the campus in the areas of education, health, sports, entertainment, university debates, seminars, workshops, cultural events etc. Institutions should, therefore, seize this opportunity and plan to set up their Radio Stations and apply for grant of license and frequency allocation. Broadcast Engineering Consultants India Ltd. (BECIL) offers its services for providing turn-key solution right from the initial stages of planning, frequency allocation and other regulatory clearances to the completion of project including training of personnel who shall be manning and operating the facility.

VIJAY MATHUR

DECLARATION
I, VIJAY MATHUR, a student of MBA 4th Semester, MORDEN INSTITUTE TECHNOLOGY & RESEARCH CENTERALWAR, hereby de-clare that project report entitled " RADIO ADVERTISING " is the outcome of my own and genuine work and the same has not been submitted to any other Universi-ty/Institute for the award of any degree or professional diploma. Date : Place :

Signature of Student

Executive Summary
Vanity 800 Numbers Pull More Calls from Radio Ads than NumericsEven with the growth of the Internet, radio continues to be one of the most popular forms of advertising media today. As of 2006, there were over 13,800 radio stations reaching 94% of the U.S. population every week. For those over the age of 18, over twenty hours are spent listening to the radio during the weekdays. The Out-of-Home reach of radio has grown to more than 129 million adults over the age of 18 who listen to the radio while driving, compared with just 93 million who listen to the radio while at home. These are times when people do not always have a pen and paper available to write down a phone number, and most likely they will not remember a numeric toll-free phone number they hear in a thirty or sixty second radio commercial. The average national commuter travel time has grown from 21.7 minutes in 1980 to 24.5 minutes per one-way trip in 2000, with the longest commute time logged in the Northeast at an average of 27 minutes per one-way trip5. Whether they are traveling to the airport or commuting to work, 82% of Americans can be reached in their vehicles during the course of each week. The use of vanity 800 numbers in radio advertising is proven to generate more response than a numeric toll-free number with repeating digits (e.g., 1-800-NEW-CARS vs. 800-962-7272). The response rates measured in this test establish a notable difference when using a vanity 800 number, with the vanity 800 number receiving 58 percent more calls than the numeric 800 number.With increasing commuter travel time and higher listening rates taking place outside of the home, directresponsetools, such as memorable vanity 800 numbers (e.g., 1-800-FLOWERS), will remain crucial to businesses as they develop advertising plans designed to generate higher response rates and improve radio advertising performance.

PREFACE ACKNOWLEDGEMENT DECLARATION EXECUTIVE SUMMARY TABLE OF CONTENTS INTRODUCTION TO THE INDUSTRY RADIO BROADCASTING HISTORY SERVICES PROVIDED BY THE RADIO A BRIEF HISTORY OF RADIO ADVERTISING THE ADVERTISING PROCESS & PERSONNEL EVOLUTION OF RADIO ADVERTISING TYPES OF RADIO BROADCASTING TYPES OF RADIO STATIONS IN INDIA INTRODUCTION TO RED FM 93.5 BENEFITS OF RADIO ADVERTISING DISADVANTAGES OF RADIO ADVERTISING LIMITATIONS OF THE STUDY RESEARCH METHODOLOGY SWOT ANALYSIS LIMITATION OF THE STUDY CONCLUSION BIBLIOGRAPHY

INTRODUCTION In the beginning, as we all know, was - word, and nothing else as radio is best transmitter for words. In any case, radio - the only channel of information available to people everywhere: at home, at work, in transport, in country or in a store. Word conveys information, it awakens imagination, creates an image. And if we add to this and the above-mentioned ubiquity, the radio becomes a great way of advertising, if you know how to use it. To be able to do it, we need to learn how to advertise on radio. Advertising, like any tool, requires skills in handling, and radio ads - is no exception. First, advertising on radio - is speed. That means opening a new outlet, receipt of goods, pre-sales, introduction of discounts, promotions for customers - exactly what is best and is suitable for advertising on the radio. Secondly, the radio offers coverage, unparalleled with newspapers or the audience's of most popular TV channels in the middle of the day. And if you compare this coverage with the cost of airtime for advertisers, the radio is out the competition. Check it out. Divide the cost of advertising in any newspaper in its circulation - is the cost per contact. And divide the cost of, say, a minute on the radio on the number of listeners. Each station must provide you with an assessment of the size and other characteristics of their audience. But according to some studies, a weekly radio audience in America, for example, reaches 85% of the population. It also states that 63% of Americans listen to the radio more than 4 hours per day and 86% - more than 2 hours. Third, be short - not only the well-known wit, but also an integral part of the ads on the radio. Long lists of goods, services and telephones may be appropriate in the leaflets or newspaper ads, but it is not a good point in radio ads. To see this, remember the reports by the official meetings that you had to listen. Tell me: what, why and where brief and to the point - the rest have to make your sales force. The Earth is rife with rumor, and radio is perceived solely through the ears. And radio can penetrate into the consciousness of faster and more efficiently messages of other media, to create a clear and memorable images. Just keep in mind that might

create,only when this is the desired image is embedded in the video from the beginning. If there is a competent idea that can sold to your product or service. You define the content of advertising appeals to the people by dealing with its form, it remains to determine - and to whom it should? Who buys your product? As he listens, and what radio station it sounds? The format of the radio station is not less important than other components of radio advertising. This is the most basic tips for someone who decided to implement its advertising potential client "to a rumor. But in general, according to experts, 60% of consumers listen to radio over the last 60 minutes before making major purchases. In other words, the radio - it's the only chance to influence the choice of the consumer directly before buying. True, if you took advantage of this chance with feeling, with properly, with deliberation. This section of the website will guide you through 11 things you need to know about radio advertising and the key points to consider when building an effective radio advertising campaign. Learn how a local voice can benefit you and what top of mind means. Discover how a tailored radio advertising campaign designed just for your company can be delivered with minimum difficulty and maximum impact. Understand the power of a perfect marketing mix and how this can help you to successfully increase your business and boost the profile of your service, product or brand. Identify the importance of understanding your target market and how Radio Advertising Results can help you design a dynamic radio advertising campaign. Find out why modern technology is having a negative effect on traditional methods of advertising like TV and print while radio continues to maintain strong results as it works with internet users. And with the start of digital radio, this is only going to enhance the listening experience and features for the listener, like pause and rewind radio and the ability to access more details about advertised products. This can only mean better results for advertisers. The Radio Advertising Results guide will provoke reflection on your business, its positioning in the market place and provide easy to read instructions on how to get the
7

best results from radio advertising. You will learn all these things and more when you read 11 Things You Need To Know About Radio Advertising. Local Voice and Personal Involvement There is Always a Radio On Top of Mind Live and Exclusive Cost Effective Creates Direct Response Highly Targeted Creates a Picture in the Mind Seasonal Messaging Perfect Marketing Mix Radio and the Internet

Background With a long background in sales and marketing and many years experience in designing effective radio advertising campaigns, Radio Advertising Results' expertise has seen them create many successful campaigns for their clients. The results speak for themselves huge increases in sales, sometimes doubling expectations and significantly boosting brand, product or service profiles. Radio Advertising Results current association with a leading Melbourne radio station has seen them collaborate with a wide variety of businesses, local and national, organizing campaigns from Brisbane to Broome, Longreach to Launceston and everywhere in between.
8

Experience and knowledge is what it takes to gain maximum impact of your radio advertising dollar and coupled with Radio Advertising Results' commitment and understanding, they help their clients achieve that and more!

Radio Advertising Results' up-to-the-minute marketing strategies, together with proven techniques benefit those that engage their highly sought after services. Learn from Radio Advertising Results how easy it can be to let your radio advertising dollar be hear

HISTORY Commercial radio stations make most of their revenue selling airtime to advertisers. Of total media expenditures, radio accounts for 6.9%. Radio advertisements or spots are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing their spot or mentioning them on air. The United States Federal Communications Commission (FCC), established under the Communications Act of 1934, Federal Communications Commission regulates commercial broadcasting, and the laws regarding radio advertisements remain relatively unchanged from the original Radio Act of 1927, enacted to deal with increasing problems of signal interference as more and more stations sprung up around the country. The first radio broadcasts aired in the early 1900s. However, it wasnt until 1919 that radio stations began to broadcast continuously, similar to what we know today. In the United States, on November 2, 1920, KDKA aired the first commercial broadcast. As more stations began operating on a continuous basis, station owners were increasingly faced with the issue of how to maintain their stations financially, because operating a radio station was a significant expense. In February 1922, AT&T announced they would begin selling toll broadcasting to advertisers, in which businesses would underwrite or finance a broadcast, in exchange for being mentioned on the radio. WEAF of New York is credited with airing the first paid radio commercial, on August 28, 1922, for the Queensboro Corporation, advertising an
9

apartment complex. However, it appears other radio stations may actually have sold advertising before WEAF. As early as May 1920, an amateur radio broadcaster leased out his station in exchange for $35 per week for twice-weekly broadcasts. And, in Seattle, Washington, Remicks Music Store purchased a largead in the local newspaper advertising radio station KFC, in exchange for sponsorship of a weekly program, in March 1922. Additionally, on April 4, 1922, a car dealer, Alvin T. Fuller, purchased time on WGI of Medford Hillside, Massachusetts, in exchanges for mentions. So, although WEAF is credited with the first advertisement, it appears other radio stations ran advertisements prior to August 1922. During radios Golden Age, advertisers sponsored entire programs, usually with some sort of message like We thank our sponsors for making this program possible, airing at the beginning or end of a program. While radio had the obvious limitation of being restricted to sound, as the industry developed, large stations began to experiment with different formats.The visual portion of the broadcast was supplied by the listeners boundless imagination.[16] Comedian and voice actor Stan Freberg demonstrated this point on his radio show in 1957,[17] using sound effects to dramatize the towing of a 10ton maraschino cherry by the Royal Canadian Air Force, who dropped it onto a 700-ft. mountain of whipped cream floating in hot-chocolate filled Lake Michigan, to the cheering of 25,000 extras.The bit was later used by the USA's Radio Advertising Bureau to promote radio commercials. The radio industry has changed significantly since that first broadcast in 1920, and radio is big business today. Although other media and new technologies now place more demands on consumers time, 95% of people still listen to the radio every week.Internet radio listening is also growing, with 13 percent of the U.S. population listening via this method.Although consumers have more choices today, 92 percent of listeners stay tuned in when commercials break into their programming.

10

BROADCASTING HISTORY When and what was the first radio commercial? Clearly, the purpose of many station owners in building their stations was to promote their other businesses. Hence, announcements to the benefit of the owners would essentially be considered a commercial announcement, even though no money actually changed hands. However, it didn't take long for paid commercial messages from other businesses to appear. The orthodox answer to the matter of the first paid commercial has been that it was developed by WEAF in New York by AT&T in August of 1922. The book "The WEAF Experiment" by an AT&T employee describes the concept of "toll broadcasting" as it related to sponsorship of whole programs. (The first sponsor, and hence commercial according to AT&T - came from the Queensboro Corporation of New York, to sell real estate. The set of five programs over five days starting 8/28/22 cost $50, plus the long distance access fee.) AT&T even went to court to try to enforce their right to control all advertising. The court battle raged and AT&T lost. Imagine if ever advertisement generated a line on your phone bill! However... In March 1922, in Seattle WA, Remick's Music Store (which published and sold sheet music) sponsored a one night a week program on station KFC, co-owned by an electric shop and the Seattle Post-Intelligencer newspaper. Remick's supported the show with big ads in the newspaper-- inviting people to come in after the show and purchase the songs the Remick's Singers had just performed. This seems to predate the WEAF broadcast by almost six months. On April 4, 1922, car dealer Alvin T. Fuller purchased time on WGI, Medford Hillside, MA and did so again several more times. But by the middle of April, the District 1 Radio Commissioner, Charles Kolster, had written WGI a cease and desist order, since at that

11

time, doing "direct advertising" was not permitted, according Herbert Hoover's interpretation of the DOC Regulations. There were other stations also reporting they were selling time for announcements. And - in 1893, the Hungarian telephone "broadcast" service reportedly sold 12 second spots between the news and musical segments for the equivalent of (US) $0.50. The first "trade-out" spots were likely broadcast on Herrold's KQW in the mid 19-teens. A music store owned by Wiley B. Allen provided the recordings Herrold used; in return KQW told listeners where they could purchase them. By the way, David Sarnoff liked to claim credit for proposing the use of radio broadcasting for business purposes. Sarnoff wrote a 15-page document foreseeing a business of selling "radio music boxes." Sarnoff, however, did not envision transmitting advertising messages by radio broadcast. In fact, he wanted radio broadcasting to be an educational and entertaining medium only, paid for by the makers of receivers out of profits they made selling his "radio music boxes." There is also a report that the "Jersey Review," a newspaper, purchased time on January 1, 1922 on station 2IA. 4a) When and where was the first "all commercial" radio? In 1966, Gordon McLendon bought KGLA(FM), Los Angeles and changed the calls to KADS(FM), running only commercials: local ads, commercials and national

commercials.. It was targeted to grab business from the newspapers. The want ads were either their own voices into a telephone recording device or they could use professional announcers. In August 1967, McLendon declared it to be a failure; returns to "regular programming". The decision was made to change call signs to KOST-FM and play "beautiful music."

12

Our Services
At Radio Advertising Results we specialize in radio advertising, focusing only on radio advertising. This is what sets us apart from other agencies and makes us unique in the radio advertising market. Radio Advertising Results is completely independent from any particular radio network, this allows us to focus on achieving the right solution and negotiating the best deal with the best suited station or stations for you, whether its metro, regional or both. OUR SERVICES Our service and responsibility is to work with you to create the right campaigns and promotions and get the best results possible for your advertising dollars. We take you through the whole concept step by step and tailor solutions that best fit your business or your product, and we will show you just how passionate, loyal and innovative we are at Radio Advertising Results. This starts with our Radio Advertising Results 7 step process; Complete the business review questionnaire this is a questionnaire we send to you to fill out to give us a good idea of your business and/or product Develop a key message Define a strategy Create your program Produce your commercial/s Implement strategy Monitor results

13

At Radio Advertising Results we have 7 traits we uphold within our business: Integrity Honesty Loyalty Belief Passion Focus Individuality Call us today to see what Radio Advertising Results can do for your business. So if you want radio advertising results call us today. Radio Advertising Results - results for your advertising dollar.

14

A BRIEF HISTORY OF RADIO ADVERTISING

As we have seen, an advertisement can be very simple, and simple advertising, eg for events, has been around for a long as people have been trying to make money out of attracting a wider public. Posters announcing an event were probably the first form of advertising, and these date back to gladiatorial contests in Ancient Rome. The first advertisements, however, which fit our full definition of advertising (ie paid for, occupying space in a media form) appear in newspapers in the seventeenth century. These tended to be straightforward statements of fact, without any fancy typesetting or illustrations, and were often indistinguishable from the news stories around them. As the eighteenth century wore on, the Industrial Revolution gathered pace, and consumer goods became more sophisticated, manufacturers began to recognise that they needed to create a need for their products. Many items were new to consumers, or were new variations. Josiah Wedgewood, who manufactured pottery in England in the second half of the seventeenth century, was particularly good at creating new markets for his wares through advertising. He brought cups and plates into the budget and households of middle class families - a much larger market than the wealthy aristocratic households who had previously been the only purchasers of dinner sets. The nineteenth century saw the skills of the advertiser come to the forefront, as ads began to mix images and words, and adopt the techniques of language and layout that we are familiar with today. With the proliferation of goods and services in this century, it became recognised that advertising was an important part of business, and should be dealt with by experts in the field. Most of the advertising agencies that dominate the global markets today were founded in the latter part of the nineteenth century. During the early part of the twentieth century, governments began to recognise the power of advertising to get their message across to their 'consumers' (ie their citizens). This was particularly apparent during the First World War, when advertising was used to enlist soldiers and enforce government policies. We look back at some of these advertisements now and think of them as blatant propaganda, or the deliberate spreading of ideas in order to further a cause. Many of these ads use techniques of
15

psychological manipulation which now seem to us crude and unfair, deliberately setting out to frighten the target audience, or shame them into following instructions. These posters assume a very specific power relationship between advertiser and audience, and we notice that the advertiser assumes that they know best and are giving the audience information for their own good. A modern audience has a more sophisticated approach to advertising and is more sensitive to any attitudes which might be considered openly patronising. How do you think a modern audience might respond to the poster on the right? Advertising was a large, well established industry in 1914 and it continued to expand after the First World War. Psychology was growing in stature as a science during this period, and advertisers where quick to latch on to key ideas (the desire to 'belong', subconscious fears) in order to reach their audience. As new ways of reaching a mass audience became technologically available (cinema, radio) advertising was quick to latch on to new media and became an important way for broadcasters to help fund their programming. Radio was an especially successful way to reach audiences in the 1920s - between 1923 and 1930 60% of American families acquired a radio set. The term 'soap opera' as we know it came into being as soap manufacturers sponsored domestic radio dramas in return for frequent plugs for their product. Listen to some 1920s radio advertising here. After the Second World War there was both a boom in consumer spending AND a new medium: television. Millions of dollars annually were poured into the coffers of advertising agencies as manufacturers sought to inform newly prosperous consumers of the dazzling array of new goods they could purchase (washing machines, vacuum cleaners, food mixers, TV sets...) that they never previously knew they needed. With the combined impact of image AND sound, it soon became clear that brand recognition was much greater with TV than with radio and soon the airwaves were full of programmes like Kraft Television Theater, Colgate Comedy Hour, and Coke Time as advertisers scrambled to access this new wave of consumers. This is sometimes referred to as the single-sponsor era, as the tvprogrammes were actually produced by the advertising agencies and paid for by a single sponsor. The 1950s were bonanza years for
16

advertising, and it was at this stage that the men (mainly) behind the ads became media stars and shot into the league of the super-highly paid. Men such as David Oglivy and Leo Burnett graced the covers of magazines and were seen to have real power by the rest of the business world. Their theories of advertising were seized on by agencies around the world, and much of their thinking is still part of advertising practice. As the 1960s began, the networks wanted more control over the content and style of programming, and as TV became more sophisticated and production costs rose, single sponsors began to struggle. NBC executive Sylvester Weaver came up with the idea of selling not whole shows to advertisers, but separate, small blocks of broadcast time. Several different advertisers could buy time within one show, and therefore the content of the show would move out of the control of a single advertiser - rather like a print magazine. This became known as the magazine concept, or participation advertising,as it allowed a whole variety of advertisers to access the audience of a single TV show. Thus the 'commercial break' as we know it was born.

The Advertising Industry

The advertising industry has an important part to play in developed economies. As well as generating sales of goods and services, it provides often the sole source of revenue for media companiies such as magazines and radio stations. The institution of advertising is made up of a number of different advertising agencies. These agencies employ a variety of different personnel who perform diverse roles, from coming up with creative ideas, to doing audience research, to post production on TV commercials. The agencies provide expertise in a number of different areas (eg print design, market profiling) to manufacturers and thus provide a vital link to audience. It was recognised as long ago as the late nineteenth century that an advertising agency could offer the services of skilled personnel as and when their specialism were needed on a particular project, and that this was a more cost effective approach that individual manufactuers employing their own advertising department. Advertising is a global industry, and just as there are huge global corporations who sell and advertise their goods around the world (Nike, McDonalds, Microsoft, Adidas,
17

Samsung) so there are huge global advertising agencies who have offices in every major territory.The main advertising agencies (and their websites) are: Bates Asia - includes useful case studes (Nokia) BBDO - Their Mission Statement plus some good case studies (FedEx & Pepsi) DDB - "bringing Humanity to the Digital Age" M&C Saatchi - brutal simplicity of thought Ogilvy - plus links to their different incarnations TBWA - the UK site, flash-tastic (not), but again some good examples of campaigns A good way of learning about the advertising industry is to look at the trade papers. Go to the online version of AdAge and answer the following questions: The Latest News Section - what major news story has dominated over the last week and why is it important for advertising industry people to read about it? The People & Players Section - what is the purpose of this page? Best Ads - select a review and look at the ad. Identify TWO criticisms Garfield has of the ad and explain whether or not you agree with them (HINT: It's better to choose a critical review)

18

The Advertising Process & Personnel

The manufacturer provides a number of different agencies with a particular brief. The brief includes details of the product and the aims of the campaign - it might be to launch an new line or inspire new interest in an old favourite - as well as limitations of budget, timescale etc. Each agency will then research the brief, and come up with a campaign idea which they will pitch to the client. The client chooses their favourite pitch and employs that agency to mastermind the campaign. The agency is then responsible for executing the campaign, producing in full the designs for adverts, buying space in magazines, on billboards and TV, and rolling out the campaign on the given dates. Producing a single campaign can be an expensive process involving hundreds of skilled people - read about a recent Audi (A8) campaign here which employed over 600 people and "the kind of state-of-the-art film technology otherwise reserved for Hollywood blockbusters". The main personnel who work for an advertising agency include: Account Managers - They deal directly with the client and oversee all operations. They have overall responsibility for individual accounts - and their success or failure. Quite a responsibility if your client is FedEx... Creatives - art directors and copywriters who are responsible for coming up with visual and verbal ideas. They are responsible for turning the strategy devised by the strategic planner and account manager into a series of original and effective advertisements. Strategic Planners - are responsible for researching audiences and markets -an increasingly scientific task - and coming up with a strategy which will connect audience to product. They need to know about psychographics, demographics and economics. Media Buyers - spend their time negotiating for pages in magazines, and bashing out deals with TV companies for prime time commercial spots. Because they are often negotiating on behalf of many clients at once, buying huge blocks of advertising space, they are powerful enough to get good deals.

19

Further Reading Become An Advertising Copywriter - from fabjob.com How Ad Slogans work - a comprehensive guide from HowStuffWorks.com YOU (in groups of 5/6) are going to devise a campaign for a new health drink aimed at teens. It is a fruit and herb based drink, very low in sugar and high in nutrients and minerals required by adolescents. Its makers hope to tap into health conscious teens sick of sugary carbonated drinks that are bad for teeth and body, and yet still want a kick out of their liquid refreshment.> You will reveal your initial ideas for the campaign (one print ad, one synopsis for a TVC, one slogan that goes with both) in the form of a powerpoint presented in class. Your presentation will be judged on the following criteria: Strategy Quality of research Do they provide a range of data about the target market? Creativity & Originality Will these ads stand out in the marketplace?

Proof of links to target audience Will these ads appeal to a target audience? Execution Is it well written and persuasive? Is it eyecatching and meaningful? Copy testing Have the ads been tested? Are alternatives presented? Is there any indication that these will work in a 'real world' situation? Teamwork & Efficiency How effective is the presentation? Would you trust this team

with your valuable advertising budget? You don't have much time to do this (one and a bit lessons) and will need to divide the following roles among your group. You will have to double up on some tasks.
20

Account Manager - responsible for overseeing everything and lending a hand where needed. they will deal directly with the client Strategic Planner - needs to collect data and carry out research. They will do this before the lesson, and, once they have communicated their research findings to the rest of the group, can take the opportunity to spend some time on their coursework, if wished. Creatives - One will focus on the TVC, one on the print ad, creating sketches that can be inserted into the powerpoint presentation. Media Buyer - will research the best places to display, and screen the ad and will produce a media strategy for the ad Copy Tester - checks that the ad will work on the target audience Production Manager - responsible for final production of powerpoint. This initial meeting with your client is for the presentation of ideas, rather than a finished campaign. You can use found images for your print ad, you only have to give a short synopsis of your tvc, and you will not be marked on the polish of your presented ads. You are focusing on ideas here, and how well you communicate them to a potential client. Base your campaign around the 4Ps of marketing - pricing, product, place, promotionMake sure you have evidence of audience research that you can present to the client. You must be able to justify your creative decisions. Be as specific as possible when suggesting distribution for your ads - which TV channels, at what time, during which show would be a good place for TVCs?

What is Advertising?
Advertising is a process, not a medium in its own right, although it uses different media forms to communicate. Advertising, in its simplest form, is the way in which the vendor or manufacturer of a product communicates with consumers via a medium, or many different media.
21

Advertising = messages Advertising can be as For Sale card placed on a supermarket noticeboard: The vendor is giving notice that a product is for sale at a given price to people who might be interested in buying it. This harks back to the earliest forms of advertising, when exotic new goods shipped into Europe from the Far East and India (eg tea and spices) needed to be brought to the attention of potential buyers. However, even a supermarket noticeboard might be considered a crowded marketplace as there may be other desks offered for sale, and other advertisements for customers to read. In order to attract a customer's attention to this particular advertisement, the person offering the desk for sale has to make it eyecatching, possibly by adding some colour. They also have to emphasise the benefits of the product they are offering. There are only two basic benefits that a product has when compared to others of a similar sort. It can be described as being better or cheaper(or both!!):

They might also add an image of the desk - a picture is worth 1000 words after all - in order to persuade the consumer still further that this desk is the right desk to buy. They might add a headline or slogan to their ad, to announce exactly what it is that is being sold. Thus they have all the basic elements of print advertising: a catchy slogan, an image, and copy text. This advertisement will hopefully fulfill its purpose which is to provide information which might influence someone to buy the desk. It has done this by linking the vendor of the desk to people who are looking to buy a desk. The link appears in the medium of the supermarket noticeboard, and the vendor pays the owner of the medium to place it there. The vendor has chosen this medium because the kind of people who buy the kind

22

Therefore advertising is: A message from vendor/manufacturer to consumer Intended to give information which will influence consumer choice Aimed at a known audience Paid for Brands Most advertising today is about communicating the complex range of messages about a product known as branding. A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer. A brand is distinguished immediately by its name and/or a symbol (eg the Nike swoosh, the adidas three stripes). Brand Identity is created by using the following: 1. Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence 2. Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo 3. Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behaviour 4. Brand Values what does it stand for/against? 5. Brand Appearance - What does it look/sound/taste like? 6. Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years? 7. Emotional benefits how it avoids/reduces pain or increases pleasure 8. Hard benefits bigger? better? cheaper? washes whiter? As consumers, we tend to be more familiar with a whole brand, as opposed to individual products. The process of advertising allows us to associate values with products that
23

may not have a real connection to them - for instance, Nike has always selected rebellious athletes to promote its shoes, the 'bad boys' of basketball, tennis & football, and therefore the Nike brand has connotations of rebelliousness, Key Principles of Branding - read more here

Advertising As Institution
Advertising is also a media institution, which means it is an industry with its own way of doing things, its own channels of communication, and its own key personnel who carry out skilled tasks. It is bound by its own regulations, and penalises those who break those regulations. It also has a number of award-giving bodies, and it rewards good work, as judged by peers. Advertising companies are known as agencies, and they produce and distribute advertising material on behalf of their clients, the manufacturers or service providers.

Advertising As Part of Our Culture

If you look around you, you will find your world filled with advertising - on huge billboards in the streets, on the pages of magazines, between the tracks played on the radio, on the walls of the subway, on the pages of internet sites, at the bottom of emails, on the backs of cinema tickets, on the shirts of football players. It seems that any surface that will hold still long enough to be read is considered a potential advertising medium. The fact that there is so much advertising out there means that it is part of our daily cultural experience - it's almost impossible to avoid it. Therefore the study of advertising is not just about WHAT manufacturers say to consumers, but it about HOW it is said. Advertisements can have an influence far beyond a simple message about a product. Advertisements can introduce characters to the public imagination, make icons out of actors, have everyone repeating a catchphrase ('Wassup" anyone?), get audiences arguing over plot points or waiting for the next instalment, and generate news stories. Advertisements often take on a cultural life of their own, and occupy space in the media beyond that which has been paid for. This, of course, is great for the advertisers!
24

This adidas ad, featuring David Beckham, made headlines as the largest ever piece of outdoor advertising in the UK, possibly the world, in May 2002. Fort Dunlop is a Birmingham landmark, and can be seen from the M6 (which is often completely jammed with traffic) although it was claimed that the ad could be seen from up to a mile away on a clear day. The ad itself was larger than a football pitch, with the image of Beckham's face measuring 20m x 20m (cue lots of Football Bighead headlines from the UK tabloids). As well as having a huge (sorry...) impact on the local environment, the ad generated press coverage around the world on account of its size. Using a news search engine (yahoo ,reuters, bbc) OR the Media Guardian find out about an advertisement or campaign which has made the news. Use search terms carefully (advertisement + controversy might be a good starting point - can you think of any other useful terms?). Answer the following questions: Explain what the news story is, briefly, and what news values it has. Assess how widely this news story has been reported. In your opinion, how much extra exposure has the product got from the news coverage? Do you think think the advertisement was deliberately controversial? Why? Are the above ads sexist? If so, why? Which gender is being stereotyped unfairly? As well as being part of the news agenda, advertisements are a reflection of a society's wants and needs at any particular point in time. They also, through the way that they represent gender, age, wealth, success, happiness etc provide excellent material for historians and sociologists researching social attitudes of an era or a culture at a particular point in time. Advertising reflects the values of a society - all the things that people want to have or to be - and can be used as a measure of dominant hopes and fears. Our own appearanceobsessed culture will provide plenty of fruit for future investigation. The Wallis ads shown (from a campaign entitled "Dressed to Kill") tell us a lot about attitudes to women - from both a male and a female perspective - and the power of sexuality in our society. They also show what we find acceptable to laugh at, It is worth looking at successful
25

campaigns, to get a snapshot of how we see ourselves (or would Hewlett Packard - the 'Everything is Possible' campaign Reebok - 'Classic' campaign (the b/w images at the bottom of the page - click for enlargements) Imagine you have just arrived from another planet, and these are the materials you are given to draw your first conclusions about the human race. Identify the main a) hopes and b) fears of this species. Explain why you have come to those conclusions. Advertising Makes The World Go Round The messages relayed through advertising may range from the straightforward ("Buy this now - it's cheaper!") to the subtle ("Buy this now - it will make you attractive to the opposite sex!") but they all cost money to put "out there". A lot of money. The giants of the corporate world (Nike, Coca-Cola, Proctor& Gamble) all pour millions of dollars into advertising on an annual basis. They want their messages to be heard, and as a byproduct of all this, they financially support the media through which we hear or see their messages. Without advertising there would be no television except re-runs, magazines would be thin, colourless and prohibitively expensive, and many internet sites would not be able to afford their server space. When big companies cut down their advertising budget the effects are keenly felt by the media which rely very heavily on revenue from selling advertising space. The money simply stops coming in and the economic effects are drastic: magazines fold, TV stations slash original programming, and internet companies crash out of existence. This is worth remembering next time you complain about the way a movie on TV is broken up by commercial breaks, or that you can't watch your favourite show on the internet until you've sat through an ad: if the advertising wasn't there you wouldn't be watching. Therefore the study of advertising is essential for a Media Studies student. As well as analysing form and content, you need to understand how advertising allows other media to exist, and how it generates cultural identity. A world without advertising would be a very different place to the one that we know.

26

The Evolution of Radio Advertising

Trust me. When you reach 50 years of age the world starts looking at you differently. You've been around for awhile and may not feel different. But, the reality that you are 50 places you one step over 40 - which is pretty old to someone who's 20, or 10. The internet generation views radio (correctly) as 50+ years old. Many media buyers who are in their 20s and 30s see the radio industry as something that might appeal to their parents, but they wouldn't recommend it. Radio garners little respect by them or their peers. Why? The industry has done little to improve itself. Many say that it's done plenty over the past decade to result in the opposite of improvement. Let the evolution begin. Radio is old. It hasn't created a new sound since the sports talk format in the early 90's. As for commercials, they have been produced the same way for 50 years too. The spike-in-the-heart from this angle is that there are far more commercials today. It's time for the radio industry to reevaluate radio commercials; to commit thought to changing what's been served to an audience that's tired of being shouted at by car dealers and pounded with self-serving promos by the stations themselves. Audio marketing is not a science, therefore it must be an art. If so, can the radio industry not try a different technique so commercials sound better? My obective of "sound better" is not in production quality or copy, but in becoming less "me, me, me" and more soft sell and upfront. That's what today's audiences desire. It's time to introduce a system for placing a paying client's name in front of the masses without clustering commercials in a pod. While I don't believe Clear Channel has any intention of doing away with pods, it has been out front in attempting to introduce alternative forms of commercials. Two examples are "Blinks" and selling the naming of studios; in Cleveland we hear programming from the "WMJI Northeast Ohio Chrysler and Jeep Dealers' Studio." But CC is meeting resistance from its peers.

27

Let's not just concentrate on commercials, either. Half hour blocks of music can be sold to a sponsor for five 5-second mentions throughout, plus a plug at beginning and end. No selling here. Leave the message as "This half hour of XXXX music is by Sponsor's Name." It's being done, but, this form of non-intrusive advertising has a long way to go before becoming a standard ad unit. How about creating special long-form radio programs and selling them? There was a time when long-form "special" programs were heard weekly on many stations. In times past this type of program would have aired only once, then been retired. Today, though, cable TV has conditioned the public for "encore" performances. Plus, the ability to place these programs online for download increases its ability to reach ears. There's been loads of news about radio's flat "year-2-year" revenue and declining TSL. While the knee-jerk reaction has been to cut costs, what's needed is to try selling something new to offer youthful media buyers something that doesn't say "I'm 50 years old and going to continue doing things the way I want to do them." 50 year olds who refuse to upgrade their work skills for today's world soon find themselves unwanted. But, the workforce still has millions of 50+ persons in it who are there because they've evolved - changed to how things are done today. We already know that complaining that media's evolution is the reason why radio is being ignored doesn't work. You can't build an audience on sympathy. That cliche about "bad news good news" is applicable here: The bad news is that radio is over 50 and it hasn't learned enough about today's world to remain employable. The good news is, though, if you create a new and better way to do anything, your age doesn't matter. According to the history of Indian Radio, radio broadcast started in India with the setting up of a private radio service in Chennai, in the year 1924. In that same year, British government gave license to the Indian Broadcasting Compa-ny, to launch Radio stations in Mumbai and Kolkata.
28

Later as the company became bankrupt, the government took possession of the transmitters and began its operations as the Indian State Broadcasting Corporation. In the year 1936, it was renamed All India Radio (AIR) and the Department of Communications managed it entirely. After independence, All India Radio was converted into a separate Department. All India Radio has five regional headquarters in New Delhi, for the North Zone; in Kolkata, for the East Zone; in Guwahati, for the North-East Zone, in Mumbai, for the West Zone; and in Chennai, for the South Zone. In the year 1957, All India Radio was renamed Akashvani, which is controlled by the Ministry of Information and Broadcasting. During the period of independence only a mere 6 radio stations existed through out the country. But during the late 1990s, the network of All India Radio extended to almost 146 AM stations. Moreover the Integrated North-East Service focused on reaching to the popula-tion in northeast India. All India Radio offers programmes in English, Hindi and numerous regional and local languages. In the year 1967, Commercial Radio services started in India. The initiative was taken by VividhBharati and Commercial Service, from the headquarters in Mumbai. VividhBharati accumulated revenues from widespread sponsorships and advertisements. During the mid-1990s, broadcasting was carried on from 31 AM and FM sta-tions. By 1994, there were around 85 FM stations and 73 short wave stations that linked the whole nation. The broadcasting technology in India is basically indigenous and reaches far and wide to various listeners like farmers who require various updated infor-mation on agriculture. Between 1970 and 1994, the amount of radio receivers increased manifold, al-most five times. From the initial 14 million, the number increased to a staggering 65 million.

29

The broadcast services from foreign countries are provided by the External Ser-vices Division of All India Radio. Almost 70 hours of news, entertainment pro-grammes were broadcasted in 1994 in various languages with the help of 32 shortwave transmitters. After Independence, Indian radio was regarded as a vital medium of networking and communication, mainly because of the lack of any other mediums.

All the major national affairs and social events were transmitted through radio. Indian radio played a significant role in social integration of the entire nation. All India Radio mainly focused on development of a national consciousness as well as over all National integration. Programming was organised and created keeping in mind the solitary purpose of national political integration. This supported in prevailing over the imperative crisis of political instability, which was created after the Independence. Thus political enhancement and progressive nation building efforts were aided by the transmission of planned broadcasts. All India Radio also provided assistance in enhancing the economic condition of the country. Indian radio was particularly designed and programmed to provide support to the procedure of social improvement, which was a vital pre-requisite of economic enhancement. The leading development beliefs of the time analysed the problems and hin-drances in development as the primary ones in the developing nations. The function of broadcasting paved a way for the surge of modern concepts. Later, with the modernisation of the country, television was introduced and broadcasting achieved new status. But by then, radio had become a veteran medium in India.
30

Diverse programmes including entertainment and melodious songs were also transmitted nationwide. Akashvani or All India Radio still stands as one of the biggest radio networks around the globe. Community radio is a type of radio service that caters to the interests of a par-ticular area in need of mass awareness. The broadcasting material of community radio has to be popular to the local audience but can be a secondary issue for more powerful broadcast groups. In India, the campaign of Community radio started in the mid 1990s, soon after the Supreme Court of India approved the idea, passed on its judgment in the month of February 1995, and declared "airwaves are public property". This notion of the Indian government was passed on as an inspiration to groups across the country and community radio started with only educational (campus) radio stations under somewhat strict conditions. Anna FM is India`s first campus `community` radio that was launched on 1 Feb-ruary 2004, controlled by Education and Multimedia Research Centre (EMRC) and the students of Media Sciences at Anna University produce all programmes. On 16 November 2006, the government of India advised a set of new Community Radio Guidelines that allowed the NGOs and other civil society organizations to possess and operate community radio stations. According to government sources, about 4,000 community radio licenses had been on offer across India. By 30 November 2008, the Ministry of Information and Boadcasting already received 297 applications for community radio licens-es, including 105 from educational institutions, 141 from NGOs and other civil society organizations, and 51 for `farm radio` stations to be run by agricultural universities and agricultural extension centers like the `KrishiVigyanKendras`. Among these, 107 community radio stations have been approved for licensing through the issue of Letters of Intent. 13 Grant of Permission Agreements (GO-PA) were signed with license applicants under the new scheme by the Indian Government.
31

By 30 November 2008, there had been 38 operational community radio stations in India. Of these, NGOs and educational institutions control majority of the ra-dio stations. The first community-based radio station in India was licensed to an NGO that was completely separate from campus-based radio and was launched on 15 October 2008. The `Sangham Radio` in Pastapur village, Medak district, Andhra Pradesh state was switched on at 11.00am unanimously to hear the shows. Sangham Radio, which broadcasts on 90.4 MHz, is applicable to execute the Deccan Develop-ment Society (DDS). This is an NGO that works with women`s groups in about 75 villages of Andhra Pradesh. `General` Narsamma and AlgoleNarsamma manage this community radio station. The second NGO-led community radio station in India was started on 23 October 2008 at `TARAgram` in Orchha, Madhya Pradesh state. This community radio channel was named `Radio Bundelkhand` after the Bundelkhand region of central India where it was mainly broadcasted. This radio station is licensed to the Society for Development Alternatives (DA), a Delhi-based NGO. Under the new community radio policy accredited by the Government, any not-for-profit `legal entity`, other than individuals, political parties and their affili-ates, criminal and banned organizations can also apply for a CR license. Central funding is not available for such radio stations, and there are stern limitations on fundraising from other resources. Only organizations that are registered for the minimum of three years old and with a `proven` path record of local community service can apply. License conditions unreservedly favor well-established stations as against low-priced low power operations, several of which include Mana Radio in Andhra Pradesh and Raghav FM in Bihar that run successfully on shoe-string budgets before the obligation of any community radio policy.
32

Indian Government approved a community radio license that entitles the channel owners to operate a 100 watt (ERP) radio station, with a coverage area of almost 12 kilometers radius. A maximum antenna height of 30 meters is permissible and these radio stations are expected to produce at least 50% of their programmes in the local range and the programmes should be presented in the local language or dialect at the maximum extent. The prime focus is on developmental programming, though there is no clear restriction on entertainment. News programmes are prohibited on community radio in India, as also on commercial FM radio. The government, however, has recently opened some new categories of news and varied forms of communication that are permitted on radio, including sports news and commentaries, information on traffic and weather conditions, exposure of cultural events and festivals, information on educational events, civic announcements adhering to the utilities like electricity and water supply, disaster warnings and health alerts. Five minutes of advertising per hour is allowed on the Indian community radio. Sponsored programs are strictly prohibited except when the program is spon-sored by the Government at the Center or State. Activists and community workers coming from all across the country have gath-ered together under the sponsorship of the `Community Radio Forum` in order to organize training and support for community radio stations, as well as to maintain the petition for a more practical community radio policy. The Community Radio Forum, India, was registered as a `Society` and `Trust` on 26 February 2008. In the intervening time, mobile telephone operators have started to offer commercial broadcast services over GSM, escaping completely the government limitations built around traditional concepts of broadcasting technology, especially community radio in India. Indian Radio Programmes are some of the interesting audible slots of the day, aired on various radio channels of India to entertain the Indian audiences all across the nation.
33

These programmes on Indian radio not only entertain, but discuss important issues related to social welfare as well. There are numerous Indian radio programmes broadcasted in the Indian Radio Stations, both national and the private channels. The Indian radio programmes deals with various kinds of subjects lately. In the previous years, news programmes were presented in a plain manner through news reading. However, with passage of time, these news programmes on radio have become equally interesting and interactive as the one`s on Television. Radio Mirchi pre-sents their news show in each of the cities following the similar pattern, but the names vary according to the city. For instance, it is `Hi Delhi` in New Delhi and `Hi Kolkata` in Kolkata. The Indian radio programmes of comedy are miscellaneous in content and aim at crunchy entertainment in short durations all through the day. Some Indian radio programmes also discuss films and cultural activities of the country and update their audience with the happening cultural activities of their respective cities. Although majority of the Indian radio programmes revolves around music, instrumentals and super hit songs, the curriculum, of such programmes never seem bland, rather come up with surprising twists every time they are present-ed. The Indian radio programmes often focuses on relationships, personal problems, women activities and charitable activities. Many promoting shows on Indian Radio make the slogans of the local charitable organisations vocal. Such programmes aim at much higher profit that just entertainment and Indian radio has sufficed every requirement of the Indians. Whether it is enjoyment, or winning prizes, or debates and even contributing to some social work, the Indian radio programmes have devised enough opportunities for the audiences.

34

Some interesting regional radio programmes of India, promotes the tradition and culture of the respective state through discussions with the experts. These Indian radio shows often call upon social activists and experts to their studios, discuss about various issues, and awaken the audience of the same. The Indian radio programmes have become popular with passing years and is believed to be one`s closest and most personal mate that offers numerous op-tions to an individual`s choice and preferences. ll India Radio (AIR) initiated regional radio services in India. A variety of pro-grammes of AIR cater to different regions and languages across India. Regional radio in India has reached almost all the states individually. The Punjabi radio, radio channels of West Bengal and others strictly cater to their colloquial audience. Similar channels are transmitted in other Indian states as well. One of the most famous services of the AIR is the VividhBharatiSeva that de-picts the "MultiIndian service". VividhBharati celebrated its Golden Jubilee on 3 October 2007. VividhBharati comprises the exclusive database of songs from the so termed "Golden Era" of Hindi film music that ranges from 1940s to 1980s. This VividhBharati service is the most commercial of all regional services in Indian radio and is popular in Mumbai and all other Indian cities. It offers a wide range of programmes including news, comedy shows, film music and so on. The VividhBharti service operates on various MW band frequencies for each city. HawaMahal is a radio play by VividhBharati based on traditional novels and plays, while `SantogenkiMehfil` includes jokes and humour in its fare.

35

VividhBharati is present in all the major cities of India. Kolkata Center of All India Radio serves the eastern zone of India. Its stations are available at Kolkata (657 kHz, 1008 kHz, 1323 kHz), Bhagalpur (1458 kHz), Cuttack (972 kHz), Darbhanga (1296 kHz), Jamshedpur (1544kHs), Ranchi (549 kHz) and Patna (621 kHz). AIR FM Kolkata has two stations 107FM Rainbow and 100.2FM Gold. Northeast regional service has installed their stations at Agartala (1269 kHz), Shillong (864 kHz) and Guwahati (729 kHz). Similarly, West regional service is available at important cities of Ahmedabad, Bhopal, Aurangabad, Mumbai, Nagpur, Pune, Panaji, Indore and many others. The South regional service of VividhBharati serves Bangalore, Chennai, Hyderabad, Madurai, Pondicherry, Thiruvananthapuram, Vijayawada, Visakhapatnam and other cities. The External Services Division of All India Radio broadcasts programmes in 27 languages in the foreign countries. All India Radio`s regional service introduced news-on-phone service on 25 February 1998 from New Delhi that is operated from Chennai, Mumbai, Hyderabad, Patna and Bangalore and is accessible through STD, ISD and local telephone calls. The news bulletins are available in 9 regional languages, namely Tamil, Kannada, Gujarati, Bengali, Marathi, North East, Punjabi, Telugu and Urdu. Regional radio has become the prime objective for FM radio players in the country.

36

After the series of national channels like Radio Mirchi and Big FM, regional channels like Tomato FM, Radio Choklate, and Radio Mango are further expanding their market. However, the major challenge faced by the regional FM stations is regarding music rights, since the cost is enormous. The regional channels often do not get entry into a national advertisement campaign that affects the publicity of these radio stations. Regional radio extensively does justice to the local dialect and tastes of the lo-cal population which enables it to produce content that is preferred by the lis-teners, setting it ahead of the competition. Suggestions were set forth to the national FM organization to collaborate with the regional players in order to increase their reach and then the regional play-ers in return also increased their revenue growth. Regional radio has the power of reaching out to the masses in a cost effective way. Presently they are now gearing up to present programmes of the national level, thus keeping up the integrity of the nation. These channels project local issues, music

promotions and also many chat shows in colloquial dialect, thus, attracting almost the entire population of a state. The local channels hold on the geographic pulse and have a higher network among local authorities, knowing better ways to solve roadblocks during national operations. When dealing with audio music companies or technical support suppliers, the regional radio companies get the first preference for sales and advertising. Regional radio in India have grown and developed to a great extent in the past decades, thus ensuring acceleration in revenues too.

37

RADIO BROADCASTING
HISTORY
Main article: History of radio The earliest radio stations were simply radiotelegraphy systems and did not carry audio. The first claimed audio transmission that could be termed a broadcast occurred on Christmas Eve in 1906, and was made by Reginald Fessenden. Whether this broadcast actually took place is disputed.[2] While many early experimenters attempted to create systems similar to radiotelephone devices by which only two parties were meant to communicate, there were others who intended to transmit to larger audiences. Charles Herrold started broadcasting in California in 1909 and was carrying audio by the next year. (Herrold's station eventually became KCBS). For the next decade, radio tinkerers had to build their own radio receivers. In The Hague, the Netherlands, PCGG started broadcasting on November 6, 1919. In 1916, Frank Conrad, an employee for the Westinghouse Electric Corporation, began broadcasting from his Wilkinsburg, Pennsylvania garage with the call letters 8XK. Later, the station was moved to the top of the Westinghouse factory building in East Pittsburgh, Pennsylvania. Westinghouse relaunched the station as KDKA on November 2, 1920, claiming to be "the world's first commercially licensed radio station".[3] The commercial broadcasting designation came from the type of broadcast license; advertisements did not air until years later. The first licensed broadcast in the United States came from KDKA itself: the results of the Harding/Cox Presidential Election. The Montreal station that became CFCF began broadcast programming on May 20, 1920, and the Detroit station that became WWJ began program broadcasts beginning on August 20, 1920, although neither held a license at the time. Radio Argentina began regularly scheduled transmissions from the TeatroColiseo in Buenos Aires on August 27, 1920, making its own priority claim. The station got its license on November 19, 1923. The delay was due to the lack of official Argentine

38

licensing procedures before that date. This station continued regular broadcasting of entertainment and cultural fare for several decades.[4] Radio in education soon followed and colleges across the U.S. began adding radio broadcasting courses to their curricula. Curry College in Milton, Massachusetts introduced one of the first broadcasting majors in 1932 when the college teamed up with WLOE in Boston to have students broadcast programs.[5]

39

TYPES
Transmission and reception schematic Broadcasting by radio takes several forms. These include AM and FM stations. There are several subtypes, namely commercial broadcasting, non-commercial educational (NCE) public broadcasting and non-profit varieties as well as community radio, studentrun campus radio stations and hospital radio stations can be found throughout the world. Many stations broadcast on shortwave bands using AM technology that can be received over thousands of miles (especially at night). For example, the BBC, VOA, VOR, and Deutsche Welle have transmitted via shortwave to Africa and Asia. These broadcasts are very sensitive to atmospheric conditions and solar activity. Arbitron, the United States-based company that reports on radio audiences, defines a "radio station" as a government-licensed AM or FM station; an HD Radio (primary or multicast) station; an internet stream of an existing government-licensed station; one of the satellite radio channels from XM Satellite Radio or Sirius Satellite Radio; or, potentially, a station that is not government licensed.[6] Shortwave See Shortwave for the differences between shortwave, medium wave and long wave spectra. Used largely for national broadcasters, international propaganda, or religious broadcasting organizations. AM AM radio broadcast stations in 2006 AM stations were the earliest broadcasting stations to be developed. AM refers to amplitude modulation, a mode of broadcasting radio waves by varying the amplitude of the carrier signal in response to the amplitude of the signal to be transmitted.

40

The medium-wave band is used worldwide for AM broadcasting. Europe also uses the long wave band. In response to the growing popularity of FM radio stereo radio stations in the late 1980s and early 1990s, some North American stations began broadcasting in AM stereo, though this never gained popularity, and very few receivers were ever sold. One of the advantages of AM is that its signal can be detected (turned into sound) with simple equipment. If a signal is strong enough, not even a power source is needed; building an unpowered crystal radio receiver is a common childhood project. AM broadcasts occur on North American airwaves in the medium wave frequency range of 530 to 1700 kHz (known as the "standard broadcast band"). The band was expanded in the 1990s by adding nine channels from 1620 to 1700 kHz. Channels are spaced every 10 kHz in the Americas, and generally every 9 kHz everywhere else. The signal is subject to interference from electrical storms (lightning) and other electromagnetic interference (EMI). AM transmissions cannot be ionospherically propagated during the day due to strong absorption in the D-layer of the ionosphere. In a crowded channel environment this means that the power of regional channels which share a frequency must be reduced at night or directionally beamed in order to avoid interference, which reduces the potential nighttime audience. Some stations have frequencies unshared with other stations in North America; these are called clear-channel stations. Many of them can be heard across much of the country at night. This is not to be confused with Clear Channel Communications, merely a brand name, which currently owns many U.S. radio stations on both the AM and FM bands. During the night, this absorption largely disappears and permits signals to travel to much more distant locations via ionospheric reflections. However, fading of the signal can be severe at night. AM radio transmitters can transmit audio frequencies up to 15 kHz (now limited to 10 kHz in the US due to FCC rules designed to reduce interference), but most receivers are only capable of reproducing frequencies up to 5 kHz or less. At the time that AM broadcasting began in the 1920s, this provided adequate fidelity for existing microphones, 78 rpm recordings, and loudspeakers. The fidelity of sound equipment
41

subsequently improved considerably, but the receivers did not. Reducing the bandwidth of the receivers reduces the cost of manufacturing and makes them less prone to interference. AM stations are never assigned adjacent channels in the same service area. This prevents the sideband power generated by two stations from interfering with each other.[7] Bob Carver created an AM stereo tuner employing notch filtering that demonstrated that an AM broadcast can meet or exceed the 15 kHz baseband bandwidth alloted to FM stations without objectionable interference. After several years, the tuner was discontinued. Bob Carver had left the company and the Carver Corporation later cut the number of models produced before discontinuing production completely.

[FM FM radio broadcast stations in 2006 FM efers to frequency modulation, and occurs on VHF airwaves in the frequency range of 88 to 108 MHz everywhere (except Japan and Russia). Japan uses the 76 to 90 MHz band. Russia has two bands widely used by the Soviet Union, 65.9 to 74 MHz and 87.5 to 108 MHz worldwide standard. FM stations are much more popular since higher sound fidelity and stereo broadcasting became common in this format. FM radio was invented by Edwin H. Armstrong in the 1930s for the specific purpose of overcoming the interference problem of AM radio, to which it is relatively immune. At the same time, greater fidelity was made possible by spacing stations further apart. Instead of 10 kHz apart, as on the AM band in the US, FM channels are 200 kHz (0.2 MHz) apart. In other countries greater spacing is sometimes mandatory, such as in New Zealand, which uses 700 kHz spacing (previously 800 kHz). The improved fidelity made available was far in advance of the audio equipment of the 1940s, but wide interchannel spacing was chosen to take advantage of the noise-suppressing feature of wideband FM.

42

Bandwidth of 200 kHz is not needed to accommodate an audio signal 20 kHz to 30 kHz is all that is necessary for a narrowband FM signal. The 200 kHz bandwidth allowed room for 75 kHz signal deviation from the assigned frequency, plus guard bands to reduce or eliminate adjacent channel interference. The larger bandwidth allows for broadcasting a 15 kHz bandwidth audio signal plus a 38 kHz stereo "subcarrier" a piggyback signal that rides on the main signal. Additional unused capacity is used by some broadcasters to transmit utility functions such as background music for public areas, GPS auxiliary signals, or financial market data. The AM radio problem of interference at night was addressed in a different way. At the time FM was set up, the available frequencies were far higher in the spectrum than those used for AM radio - by a factor of approximately 100. Using these frequencies meant that even at far higher power, the range of a given FM signal was much shorter; thus its market was more local than for AM radio. The reception range at night is the same as in the daytime. The original FM radio service in the U.S. was the Yankee Network, located in New England.[8][9][10] Regular FM broadcasting began in 1939, but did not pose a significant threat to the AM broadcasting industry. It required purchase of a special receiver. The frequencies used, 42 to 50 MHz, were not those used today. The change to the current frequencies, 88 to 108 MHz, began after the end of World War II, and was to some extent imposed by AM broadcasters as an attempt to cripple what was by now realized to be a potentially serious threat. FM radio on the new band had to begin from the ground floor. As a commercial venture it remained a little-used audio enthusiasts' medium until the 1960s. The more prosperous AM stations, or their owners, acquired FM licenses and often broadcast the same programming on the FM station as on the AM station ("simulcasting"). The FCC limited this practice in the 1970s. By the 1980s, since almost all new radios included both AM and FM tuners, FM became the dominant medium, especially in cities. Because of its greater range, AM remained more common in rural environments.

43

Pirate radio Main article: Pirate radio Pirate radio is radio broadcasting not sanctioned by the regulations of the originating country. Pirate radio may be a commercial enterprise supported by advertising targeted to listeners in the reception area, or may be privately run for entertainment, or political reasons, sometimes on a very small scale covering only a few city blocks.

44

TYPES OF RADIO STATION IN INDIA

Ahmednagar Ajmer Big FM 92.7[6] My FM 94.3[2] Radio City 91.1[1] Ahmednagar AIR FM 100.1 Radio Dhamaal 106.4[5]

Allahabad Big FM 92.7[6] Red FM 93.5[7] Akashwani 100.3 GyanVani 107.4 Radio Adan FM 90.4[2]

Aurangabad Radio City 91.1 (coming soon)[1] Red FM 93.5[7] Radio Mirchi 98.3[4] Akashwani 101.7 GyanVani

45

Bengaluru Radio City 91.1[1] Radio Indigo 91.9[8] Big FM 92.7[6] Red FM 93.5[7] Radio One 94.3[3] Radio Mirchi 98.3[4] Amruthavarshini 100.1 AIR FM Rainbow 101.3[9] VividhBharati 102.9 Fever 104.0 GyanBharathi 106.2

Bhavnagar ALL INDIA RADIO FM LRS FM Relay VividhBharti VividhBharati 103.9 MHZ AIR FM Rainbow AIR FM Gold Big FM 92.7[6] My FM 94.3[2] Radio Mirchi 98.3[4]

46

Red FM 93.5[7] GyanVani

Bhubaneswar Big FM 92.7[6] Radio Choklate 104.00 Red FM 93.50[7] Radio E18 FM 96.5 Radio Mirchi 98.3 AIR FM Rainbow 101.3

Calicut Radio Mango 92.9[10] Red FM 93.5[7] Real FM (AIR) 103.6

Chandigarh Big FM 92.7[6] My FM 94.3[2] AIR Chandigarh AIR FM Rainbow[9]

Chennai Anna FM 90.4 Loyola FM 90.8

47

Radio City 91.1[1] Aahaa FM 91.9 BIG FM 92.7 Suryan FM 93.5 Radio One 94.3[3] Radio Mirchi 98.3[4] AIR FM Rainbow 101.4[9] AIR FM Gold 102.3[11] AIR FM ThirupathiKendhiram 103.2 Chennai Live 104.8 GyanVani 105.6 Hello FM 106.4 MOP FM 107.8

Coimbatore Radio jeeva 91.1[12] GyanVani 91.9 Suryan FM 93.5 Radio Mirchi 98.3[4] AIR FM Rainbow/VividhBharati 103.0 Hello FM 106.4

48

Delhi DU FM 90.40[citation needed] Radio City 91.1[1] Big FM 92.7[6] Red FM 93.5[7] Radio One 94.3[3] Hit FM 95.0 Radio Mirchi 98.3[4] AIR FM Rainbow 102.6[9] Fever 104[13] Oye FM 104.8[14] AIR FM Gold 106.4[11] GyanBharti 105.6

Devikulam AIR Spice FM 101.3

Gwalior Akashvani 101.3 VividhBharati 103.7 Lemon FM 91.9 Big FM 92.7[6] My FM 94.3[2]

49

FM Chaska 95.0 GyanVani Kaushikfm 89.9

Gorakhpur Radio Mantra 91.9 AIR Aakashvani 101.3

Guwahati Hisar Radio Mantra 91.9 Big FM 92.7[6] Radio Tarang 104 Radio Dhamaal 106.4 Radio ooLala 91.9 Big FM 92.7[6] Red FM 93.5[7] Gup-Shup 94.3

Hyderabad AIR FM Rainbow 101.9[9] Red FM 93.5[7] Radio Mirchi 98.3[4] Radio Mirchi 98.3 Hyderabad Live

50

 Indore

Radio City 91.1 BIG FM 92.7

Akashvani Indore 106.2 VividhBharati 101.6 Big FM 92.7[6] Red FM 93.5[7] My FM 94.3[2] Radio Mirchi 98.3[4] GyanVani 105.6

Jabalpur Jaipur Radio City 91.1[1] Red FM 93.5[7] My FM 94.3[2] Red FM 93.5[7] My FM 94.3[2] Radio Mirchi 98.3[4] VividhBharati 102.90 Radio Dhamaal 106.4 GyanVani 105

51

FM Tadka 95 Radio Mirchi 98.3[4] AIR VividhBharati 100.3 Sariska 105 Dx 42.0

Jalgaon Radio Dhamal Radio City[1] Radio Mirchi 98.3

Jamshedpur Big FM 92.7[6] Red FM 93.5 Radio Dhoom 104.8 Akashwani 100.8[15] Jodhpur Big FM 92.7[6] My FM 94.3[2] AIR VividhBharati 100.3 Oye FM 104.8[14]

52

Kannur Radio Mango 91.9[10] Red FM 93.5[7] Club FM 94.3[16] Best FM 95 AIR FM 101.5

Kanpur IIT Kanpur F.M.90.4 MHz. Radio Mirchi 98.3[4] Red FM 93.5[7] Big FM 92.7[6] AIR FM Rainbow 103.7[9] GyanVani 105.4 Radio City 91.1 FM AIR Kanpur 108.2 FM AIR Unnao 108.2 Unnao Radio Mirchi 98.3[4] Unnao Red FM 93.5[7] Unnao Big FM 92.7[6] Unnao AIR FM Rainbow 103.7[9] UnnaoGyanVani 105.4

53

Kolkata Radio SRFTI 90.4 Radio JU 90.8 Friends FM 91.9 Big FM 92.7[6] Red FM 93.5[7] Radio One 94.3[3] Radio Mirchi 98.3[4] AIR FM Gold 100.2[11] Fever 104[13] Oye FM 104.8[14] GyanVani 105.4 Aamar FM 106.2[17] AIR FM Rainbow 107.0[9] Power FM 107.8[18]

Lucknow C.M.S 90.4 FM Radio City 91.1 FM[1] Red FM 93.5 FM Radio Mirchi 98.3[4] VividhBharati 105.6

54

Madurai Suryan FM 93.5 Radio Mirchi 98.3[4] [kodai FM]] 100.5 AIR FM Rainbow 103.3[9] Hello FM 106.4 GyanVani 105.6

Mangalore(kudla) Big FM 92.7[6] Red FM 93.5 Radio Mirchi 98.3[4] All India Radio 100.3 Community Radio SARANG 107.8FM[19]

Meerut Radio IIMT 90.4[20] ((red fm93.5)

Mumbai Radio City 91.1[1] Big FM 92.7[6] Red FM 93.5[7] Radio One 94.3[3]

55

Radio Mirchi 98.3[4] AIR FM Gold 100.7[11] Fever 104 FM 104.0[13] Oye FM 104.8 AIR FM Rainbow 107.1[9] Mumbai One GyanVani Radio MUST107.8 Mumbai University's community Radio

Muzaffarpur Radio Dhamaal, Muzaffarpur,[21](106.4 MHz)

Mysore Big FM 92.7[6] Red FM 93.5[7] Akashvani 100.6

Nagercoil Air 101.1 FM (currenty as KUMARI FM 101)

Nagpur Radio City 91.1[1] Red FM 93.5[7] My FM 94.3[2]

56

 Nasik

Radio Mirchi 98.3[4] VividhBharati 100.6 AIR Belgaum Voice 102.8 Fever 104[13]

Red FM 93.5[7] Radio Mirchi 98.3[4] since 2007 Akashvani 101.4

Ooty Patna Radio Mirchi, (98.3 MHz) GyanVani, (105.6 MHz) All India Radio, VividhBharti (102.5 MHz,621 kHz) AIR FM Rainbow 101.8MHz

Perundurai (Erode) Kongu FM 90.4 (Kongu Engineering College) 0.2 Kw Muhil FM 90.4 (Erode SenguntharEngg. College) 0.2KW

Pondicherry (Puducherry) Big FM 92.7[6]

57

 Pune Raipur

Suryan FM 93.5 AIR Belgaum Voice 102.8 Hello FM 106.4 PuduvaiVaani 107.8 Radio city 91.1

Radio FTII 90.4 MHz Pune University Vidyavani 90.8 MHz Radio City[1] 91.1 MHz Red FM[7] 93.5 MHz Radio One[3] 94.3 MHz Radio Mirchi[4] 98.3 MHz VividhBharati 101.0 MHz GyanVani 105.6 MH

My Fm 94.3 FmTadka 95 Radio Mirchi 98.3 Radio Rangila 104.8 VividhBharti 101.6

58

Rajahmundry Rajkot Surat Radio City 91.1[1] Big FM 92.7[6] My FM 94.3[2] Radio Mirchi 98.3[4] VividhBharati Red FM[22]93.5 MHz Big FM[6]92.7 MHz Radio Mirchi[23]98.3 MHz VividhBharati[24]102.4 MHz GyanVani 106.5 MHz Red FM 93.5

Thiruvananthapuram Radio DC 90.4 Big FM 92.7[6] Red FM 93.5[7] Club FM 94.3[16] Radio Mirchi 98.3[4] AnanthapuriFm 101.9 (AIR)

59

GyanVani FM 105.6

Thiruchirappalli Holly Cross 90.4 Suryan FM 93.5 AIR VividhBharati 102.1 Hello FM 106.4 GyanVani 104.8

Thrissur Radio Mango 91.9[10] Red FM 93.5[7] Best FM 95 Club FM 104.8[16]

Tirunelveli Suryan FM 93.5 Hello FM 106.4 GyanVani 105.6 Nellai FM 102.6

Tirupathi Big FM 92.7 BIG FM[6] S FM 93.5 TTD FM 90.4 TTD official channel

60

TIRUPATI FM 108.5 govrnment of india

Tuticorin Suryan FM 93.5 Hello FM 106.4

Udaipur Ujjain VividhBharati 101 GyanVani 95.0 Radio Mirchi 98.3 Jhakas FM 104.9 Big FM 92.7[6] My FM 94.3[2] FM Tadka 95 AIR VividhBharati 101.7

Vadodara Radio City 91.1[1] Big FM 92.7[6] Red FM 93.5 VividhBharati 93.9 Radio Mirchi 98.3[4]

61

Varanasi Radio Mantra 91.9 Red FM 93.5 Radio Mirchi 98.3[4] VividhBharti 100.6 GyanVani 105.6

Vijayawada Red FM 93.5 Radio Mirchi 98.3[4] Rainbow Krishnaveni 102.2 [[Radio FM] 93.6]]

Visakhapatnam Radio City 91.1[1] Big FM 92.7[6] S fm 93.5 Radio Mirchi 98.3[4] AIR FM Rainbow 102[9] VividhBharati GyanVani

62

Red FM 93.5
Red FM is an IndianFM radio brand, with stations broadcasting at 93.5 megahertz in the cities of Mumbai, Delhi, Kolkata and Kanpur in addition to Jamshedpur, Bhopal, Gwalior, Jabalpur, Indore, Nashik, Aurangabad, Nagpur, Bangalore, Mysore,

Mangalore, Gulbarga, Kochi, Trivandrum, Thrissur, Kannur, Kozhikode, Hyderabad, Vijayawada, Vizag, Warangal, Rajahmundry, Tirupathi, Ahmedabad, Vadodara, Lucknow, Aizwal. Allahabad, Varanasi, Jaipur, Bhubaneswar, Asansol, Siliguri, Gangtok, Guwahati and Shillong. It was launched in 2002, playing a mix of Hindi and English songs. However, the programming is now 100% exclusively Hindi. The channel is owned by KalanidhiMaran, with a 48.9% stake, as well as minority holdings of Hyderabad-based IT company Value Labs, NDTV, Astro. It was acquired from India Today promoter Living Media in January 2006. Their punchline is 'BajaateRaho' (Keep Playing). The most widely broadcast shows include "Morning No.1", "Dilse", "Mumbai Local", "One Two ka Four", "MeraWalaGana", "Superhits Music Show", "RDX", "Indore Beats" and "Nomoshkar Kolkata". In one of the recent developments at Super Hits Red FM 93.5 Virag Mishra joined the team as a National Creative Head. Virag the recipient of the esteemed Stardust Award for standout performance as a lyricist is from advertising background. Starting August 14, 2009, S FM or Suryan FM was re-branded into RED FM across 38 cities in INDIA. S FM took over Red FM in August, 2009 and re-branded all its stations to Red FM except for the ones in Tamil Nadu.

63

ADVERTISING
Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs and websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide [1] Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.[citation needed] Definition The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arens, Wei gold, Arens 2010)

64

Any

paid

form

of

non-personal

communication

about

an

organization,

product,service, or idea from an identified sponsor. (Blech&Blech 1998) Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience. (Wells, Burnett, &Moriaty 1998) The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas. (Bearden, Ingram, &Laforge 1998) An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way. (Zikmund&D'amico 1999) Impersonal; one way communication about a product or organization that is paid by a marketer. (Lamb, Hair &Mc.Daniel 2000) Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor. (Kotler et al., 2006)

The Principle of Advertisement

Advertisement is an encapsulated communication about a product (good/services), a clearly designed, concise, intended aesthetically to appealing and content-wise the accurate target

communiqu

effectively

persuade

audience(viewers/listeners/readers) to arrive at a decision as desired by the advertiser often concerning the product (goods/service). Usually the aim of an advertisement is to increase the sales of a product introduced into the market. The advertisement will speak about the salient features of the product on offer and the benefit the customer/consumer can derive out of the product. It can also educate the target audience about the various other details such as the products cost, availability, usage modalities, problems that may arise whiles using it and the probable solutions to those problems etc.

65

Advertisement also is used to inform a mass of audience about various socially relevant factors such as employment, upcoming events, contests or elections or a host of other such events. Now newer media of advertisements are emerging and growing. Internet based media like social networks, web portals, trade portals etc. are some of those. Marketing managers conceptualise special event simply to coercively communicate product related sales communications. Normally the advertisements are prepared in such a way that they attract the attention of the intended parties easily. Thoughtfully constructed copy (words/diction of an advertisement), interesting visual or pictures, attractive colours and designs, a uniquely arrived at theme, the central steam of thought, etc. arouse interest of the customers, and help to retain the interest. Persuasive elements of the advertisement drive the customers towards a strong desire to possess the product. This finally leads them toward buying or possessing the product. Professional managers dont construe this as the final point in advertising. They proceed for an extra mile to ensure the initial trial becomes a success and ensures repeated clientele. History Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.[2] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold
66

in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack"

advertisements became a problem, which ushered in the regulation of advertising content. As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad - the copy, layout, and artwork - was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. [3] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for
67

advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.[3] An 1895 advertisement for a weight gain product. A print advertisement for the 1913 issue of the Encyclopdia Britannica Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930 At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".[4] Advertisements of hotels in Pichilemu, Chile from 1935. In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups.[5] When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the
68

commons to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC).[5] However, the U.S. Congress did require commercial broadcasting companies to operate in the "public interest, convenience, and necessity".[6] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR).

In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Esso gasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative[7] theme Put a Tiger in Your Tank.[8] Psychologist Ernest Dichter[9] and DDB Worldwide copywriter Sandy Sulcer[10] learned that motorists desired both power and play while driving, and chose the tiger as an easytoremember symbol to communicate those feelings. The North American and later European campaign
69

featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses "wrapped in tiger stripes" as well as pop music songs.[8] Tiger imagery can still be seen on the pumps of successor firm ExxonMobil. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent.[11] A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is
70

becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook. Public service advertising The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interestit is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of
71

government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear. Marketing mix Main article: Marketing mix The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four Ps. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product. Advertising theory It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: Awareness Knowledge Liking Preference Conviction Purchase Means-End Theory This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.
72

Leverage Points It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values. Verbal and Visual Images The political economy of advertisement is the theory that a few powerful groups, or knowledge monopolies, control the thoughts, behaviors, and actions of the public through mass media as communication. As a form of communication, advertisement uses repeated verbal and visual images to develop and alter society. Over time, these repeated images and symbols become associated with either positive or negative attributes and can modify the publics evaluation of such cultural objects as people, religions, ethnic groups, and societal roles. Thus, the media forms the beliefs and values of the public through media portrayals. The messages of the ((political economy)) commonly correlate with current economic interests.[13] [edit] Types of advertising An advertisement for a diner. Such signs are common on storefronts. Paying people to hold signs is one of the oldest forms of advertising, as with this Human billboard pictured above A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows,
73

subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[14] or used to replace local billboards that are not relevant to the remote broadcast audience.[15] More controversially, virtual billboards may be inserted into the background[16] where none exist in real-life. This technique is especially used in televised sporting events.[17][18] Virtual product placement is also possible.[19][20] Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

74

Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches,
75

Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard. Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of
76

advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POPPoint Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.[citation needed] Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise
77

specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Sales promotions promotions are another way to advertise, Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action.[21] Media and advertising approaches This section may contain original research. Please improve it by verifying the claims made and adding references. Statements consisting only of original research may be removed. More details may be available on the talk page. (April 2012) This section needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (April 2012) Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.[citation needed] Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision,
78

enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets.[22] Another successful use of digital signage is in hospitality locations such as restaurants.[23] and malls.[24] Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. Reasons for online display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, its used for direct response campaigns that link to a landing page with a clear call to action. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "e-mail spam". Spam has been a problem for e-mail users for many years. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service.[citation needed] As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.[citation needed] More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces
79

the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.[citation needed] Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.[citation needed] Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage) these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost. From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, "ARvertising", advertising on Augmented Reality technology.[citation needed] Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).[citation needed] Rise in new media With the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some
80

have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines: 10.1% (TV), 11.7% (radio), 14.8% (magazines) and 18.7% (newspapers ).[citation needed] Niche marketing Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.[25] Crowdsourcing Main article: Crowdsourcing The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial.[26] Chevrolet held a similar competition for their Tahoe line of SUVs.[26] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The
81

resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about".[27][28] This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hersheys, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear.[29] Global advertising Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the companys speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.[30] Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.

82

Foreign public messaging See also: Soft Power and International Tourism Advertising Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions. Diversification In the realm of advertising agencies, continued industry diversification has seen observers note that big global clients don't need big global agencies any more.[32] This is reflected by the growth of non-traditional agencies in various global markets,

83

such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world". New technology The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected EPGs, advertising on companion devices (like smartphones and tablets) during the show, and creating TV apps. Additionally, some like brands have opted for social television sponsorship. Advertising education Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis.[citation needed] A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies.[34] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[35] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child
84

exploitation.[36] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipulating the consumers needs and wants. Regulation Main article: Advertising regulation There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greeces regulations are of a similar nature, banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys".[37] In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States. In New Zealand, South Africa, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK.

85

In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of 2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature. In the US many communities believe that many forms of outdoor advertising blight the public realm.[38] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside.[39] Cities such as So Paulo have introduced an outright ban[40] with London also having specific legislation to control unlawful displays. Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. In France, printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English).[41] The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements. Advertising research Main article: Advertising research Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaignspre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.

86

Semiotics Main article: Advertising research Todays culture is made up of meanings between consumers and marketers. These meanings depict signs and symbols that are encoded in everyday objects.[42]Semiotics is the study of signs and how they are interpreted. Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. The purpose of semiotics is to study and interpret the message being conveyed in advertisements. Logos and advertisements can be interpreted at two levels known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for their product. These signs can be images, words, fonts, colors, or slogan. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogan must be interpreted by the audience or consumer.[43] The key to advertising analysis is the signifier and the signified. The signifier is the object and the signified is the mental concept.[44] A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A televisions denotative meaning would be that it is high definition. The connotative meaning is the products deep and hidden meaning. A connotative meaning of a television would be that it is top of the line.[45] Apple is an excellent example of using semiotics in their advertising campaign. Apples commercials used a black silhouette of a person that was the age of Apple's target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apples products.[46]

87

The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories. Certain characteristics of stumuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message.[47] There are two types of marketing communication claims-objective and subjective.[48] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, the camera has auto focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service. They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design.[49] Males tend to respond better to objective marketing

communications claims while females tend to respond better to subjective marketing communications claims.[50] When advertising to different genders it is important to remember how men and women process information. Females process information comprehensively. Males process information through heuristic devices such as procedures, methods or strategies for solving problems.[51] Men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation In advertisements, men are represented as independent. They are shown in more occupations than women. Women are represented mainly as housewives and mothers. Men are more likely to be shown advertising cars or business products, while women advertise domestic products. Men are more likely to be shown outdoors or in business settings. Women are depicted in domestic settings. Men are more often portrayed as authorities. As far as ads go, with age men seem to gain wisdom and authority. On the other hand women seem to disappear with age. Voiceovers are commonly used in advertising. Most voiceovers are men (figures of up to 94% have been reported). There
88

have been more female voiceovers in recent years but mainly for food, household products, and feminine care products 98.3 RADIO MIRCHI Radio Mirchi has been the undisputed leader of the Indian Radio Industry since its inception 2001. We have been ranked No.1 in all IRS (Indian Readership Survey) surveys till date in terms of our national reach - the only survey which measures radio listenership across the country. We were awarded the FICCI - Frames Excellence Award 2010 for the Most Successful Radio Channel of the Year - Radio Mirchi was the ONLY radio station to receive an award from FICCI. Radio Mirchi received 8 awards at the 5th India Radio Forum (IRF). This included 4 awards for our RJs out of a total of 7 RJs who were acknowledged. We were awarded the Most Popular Radio Channel amongst Youth at the 2nd Global Youth Marketing Forum. We also received the CMO Council Brand Leadership Award. History Radio Mirchis holding company Entertainment Network (India) Limited (ENIL) was incorporated in 1999. After successfully bidding for licenses in the Phase I auction in 2000, ENIL launched its first station in Indore on October 4, 2001. In the space of 24 months, Radio Mirchi made its presence felt in seven cities; along the way it also became the only private FM brand in all the four metros. Radio Mirchi was also the first off the mark to launch a station from the lot of cities included in Phase II. In quick succession it launched Bangalore, Hyderabad and Jaipur in early 2006 and completed the final rollout of the remaining 22 stations recently. Resources were poured into shipping the highest quality studio and transmission equipment. The latest in transmitters, mixers and coders were sourced from globally renowned suppliers based in the United States and Canada. No cost was spared in

89

ensuring that Radio Mirchi set the standards for quality of broadcast and coverage in each of its local markets. Achievements Since launching its first station in Indore in 2001, Radio Mirchi has gone from strength to strength.Today, it is one of the largest private FM radio networks in India with licences in 32 cities. As on date all 32 stations are on air. Radio Mirchi has the distinction of being the only private radio broadcaster to have licences in all of Indias fourteen cities with a population of over 2 million. This makes the channel the most valuable network for advertisers. With revenue exceeding Rs. 170 crore (US$ 42.5 million) Radio Mirchi, in its space, had an estimated 45% market share (Source: internal data).The company grew 43.6% in the financial year 2006/07. In the first nine months ended December 31, 2007 the companys revenue was Rs. 162.50 crore (US$ 40.63 million) up 32.5% over the previous year. The channels strength can also be gauged from the fact that Radio Mirchis total daily reach in the metropolitan cities of Mumbai, Delhi and Kolkata was 7.7 million listeners (Source: Indian Listenership Track Wave 4 2007). In the new Radio Audience Measurement (RAM) launched by the TV ratings company TAM, Radio Mirchi dominated Mumbai, Delhi and Bangalore by logging a combined weekly listenership of approximately 11.3 million (RAM week 02, 2008). This is the highest of any station in these three cities combined. But its not just in the metros that Radio Mirchi scores. Across its 32 cities this perky entertainment brand reaches out to an estimated 22 million listeners every day. This is higher than the all India reach of the leading satellite TV channel. Not surprisingly Radio Mirchi is also a favourite with advertisers. It has received due recognition from several quarters. It won four of the six RAPA awards received by radio broadcasters from the Radio and Television Advertising Practitioners Association of India in 2004; and seven out of eight in 2005. Radio Mirchi is also the only media brand to have won a Gold for Best Activity Generating Brand Loyalty and a bronze for Best
90

Activity Generating Brand Awareness and Trial at the 2004 Promotion Marketing Awards of Asia. In 2007 Radio Mirchi won four RAPA Awards. It also won two Golds at the Ad Club Kolkata and a Goldat the Ad Club Bangalore Awards function.

PRIVACY POLICY
ENIL a wholly owned subsidiary of Bennett Coleman & Co. Limited.Indiatimes located at http://in.indiatimes.com is the mother brand of ENIL and powers / manages the Online Properties (Brand Names) of the 'Times Group' interalia www.timesofindia.com, www.economictimes.com, www.navbharattimes.com, www.maharashtratimes.com

including various internet sites and community boards and services, to name a few, (Indiatimes Channels) hereinafter collectively referred to as ENIL. ENIL respects the privacy of it's users and is committed to protect it in all respects. With a view to offer most enriching and holistic internet experience to it's users ENIL offers a vast repository of Online Sites and variety of community services. You may read 'About Us' to know more about ENIL at

http://info.indiatimes.com/terms/aboutus.html. Most of the Online Community Services are offered for free but you need a Universal mandatory registration to surf 'Indiatimes Channels' in detail. The information about the user as collected by ENIL is: information supplied by users and information automatically tracked while navigation (Information). To avail certain sites / services on our websites, users are required to provide certain information for the registration process namely: your name, email address, sex, age,

91

PIN code etc., and / or your occupation, interests, and the like. (All required information is Service Dependent). The Information as supplied by the users enables us to improve our sites and provide you the most user-friendly experience. In some sites as in Indiatimes Contests, dating etc. we require your contact addresses. To improve the responsiveness of the sites for our users, we may use "cookies", or similar electronic tools to collect information to assign each visitor a unique, random number as a User Identification (User ID) to understand the user's individual interests using the Identified Computer. Unless you voluntarily identify yourself (through registration, for example), we will have no way of knowing who you are, even if we assign a cookie to your computer. The only personal information a cookie can contain is information you supply (an example of this is when you ask for our Personalised Horoscope). A cookie cannot read data off your hard drive. Our advertisers may also assign their own cookies to your browser (if you click on their ads), a process that we do not control. Our web servers automatically collect limited information about your computer's connection to the Internet, including your IP address, when you visit our site. (Your IP address is a number that lets computers attached to the Internet know where to send you data -- such as the web pages you view.) Your IP address does not identify you personally. We use this information to deliver our web pages to you upon request, to tailor our site to the interests of our users, to measure traffic within our site and let advertisers know the geographic locations from where our visitors come. ENIL includes links to other websites. Such sites are governed by their respective privacy policies, which are beyond our control. Once you leave our servers (you can tell where you are by checking the URL in the location bar on your browser), use of any information you provide is governed by the privacy policy of the operator of the site you are visiting. That policy may differ from ours. If you can't find the privacy policy of any of these sites via a link from the site's homepage, you should contact the site directly for more information.

92

When we present information to our advertisers -- to help them understand our audience and confirm the value of advertising on our website -- it is usually in the form of aggregated statistics on traffic to various pages within our site. When you register with ENIL, we contact you from time to time about updation of your content to provide the users such features that we believe may benefit you. All information gathered on ENIL is securely stored within the ENIL controlled database. The database is stored on servers secured behind a firewall; access to the servers is password-protected and is strictly limited. However, as effective as our security measures are, no security system is impenetrable. We cannot guarantee the security of our database, nor can we guarantee that information you supply will not be intercepted while being transmitted to us over the Internet. And, of course, any information you include in a posting to the discussion areas is available to anyone with Internet access. However the internet is an ever evolving medium. We may change our privacy policy from time to time to incorporate necessary future changes. Of course, our use of any information we gather will always be consistent with the policy under which the information was collected, regardless of what the new policy may be. We use third-party advertising companies to serve ads when you visit our Web site. These companies may use information (not including your name, address, email address or telephone number) about your visits to this and other Web sites in order to provide advertisements about goods and services of interest to you. If you would like more information about this practice and to know your choices about not having this information used by these companies.

Commercial Production
Radio Advertising Results has close alignments with several different production houses to ensure that your commercial is the best it can be. Just listen to some of the commercial they have produced. Here are a few points to consider when planning your commercial script writing and production, and a few things not to do.

93

The more sales messages you have, the less effective your commercial is. Narrow down your sales message to a very basic thought. Find out what the emotional state of your target audience is, and tap into it. The listener probably doesn't care about your business but if they have a problem and you have the solution, sell them the results not necessarily your product or service. For example, Panadol doesn't sell a little white tablet, it sell relief from aches and pains. Speak to the heart of the listener with a clear purpose to "solve the problem" they are having. Present the unique benefits of your product. Some suggestions for things not to do are; more than one idea unnecessary phone numbers as people will look for you online, go to your web site for a phone number to call you Hard to hear and understand locations Advantages of Radio Advertising Are there any advantages of radio advertising in this age of Internet? Read on to know how radio advertising benefits businesses... In the advertising world, television and Internet are the most sought after mediums to market the products and services of businesses today. People in the industry vouch for the effectiveness of these advertising mediums in reaching the target customers. This is mostly due to the fact that the impact and reach of these mediums can be tracked. However, when it comes to radio advertising, no one really knows how effective it is. Still, radio advertising does score over other popular mediums in many ways and if used in conjunction with print, television and Internet advertising, can result in high sales and profits for a business.

94

Benefits of Radio Advertising

Wide Reach Radio has the potential to reach a large customer base. According to estimates, more than ninety percent of the people in America listen to radio at least once a day. It can be the first thing they do when they wake up or they may listen to it while driving to work or before retiring to sleep, just to unwind after a hectic day at work. Due to its wide reach, by advertising in morning shows, late night talk shows or call-in shows, a marketer can reach a large customer base. High Conversion Rate As the main aim of any advertisement is to increase the sales of a product, it is generally believed that advertising a product to the target audience on the radio has more chances of finding customers than other mediums of advertising. The reason being that people who listen to radio, develop a kind of personal relationship with a particular radio station or program. Listening to radio is a much more personal experience than perhaps watching television or surfing the Internet. That's why, it is said that when people learn about a product during their favorite radio show, they are much more likely to buy it. Cost-effective For businesses who have less advertising budgets, radio is god send. It is much cheaper when compared to print or television advertising. Small, local businesses can especially benefit from advertising their products on the radio, as the costs are affordable. Target-Oriented It is the best way to reach one's target customers. Today, radio stations cater to a particular group of people. There are sports stations, religious stations, etc, and each of these cater to people who have some specific interests. So, an advertiser who wants to sell some religious books, has to simply advertise his product in that particular station
95

which has such an audience. Similar is the case with the profiling of people who listen to radio at various timings during the day. It is generally seen that the youngsters prime time to listen is the afternoon. While working professionals listen to it in the morning and evening while traveling to and fro from work. So, if a business has to sell something to the school or college students, it knows that afternoon is the time to run the advertisement, while for products catering to adults, it is late evenings or mornings. Better Quality, Quicker Results When compared to television advertisement, radio advertisements can be produced in a very less time. Moreover, the quality of the radio advertisement depends more on creativity. In television advertisements, businesses that have high budgets to produce catchy visuals sometimes score over the low-budget creative advertisements. Also, when compared to print advertising, radio advertisements can be put on air any time, everyday. With magazines, advertisers have to wait for the next issue and with newspapers for the next day. As you can see, there are numerous advantages of advertising on the radio, still, before including it in one's marketing campaign, businesses should have a look at its drawbacks too. Its main disadvantage is that radio is played on the background so there is a high probability that the listener did not pay attention to the advertisement. This means that the advertisement needs to be played again and again, which costs money. Secondly, people tend to forget the product as they have not seen it visually, like they get to see it on the Internet and television. Barring these two drawbacks, overall, radio is a good medium to advertise one's products. In the past, businesses have seen a marked improvement in their sales due to appropriate usage of radio advertising.

96

Disadvantages of Radio Advertising

There are reasons why people don't opt for radio advertising. Due to these numerous disadvantages of radio advertising, this medium of advertising has lost it's effectiveness. To know more about the cons of radio advertising, read on... Radio is immediate. ~ Wink Martindale There is one thing about the radio that we can't change and that is it being an immediate medium. In between all the radio programs that are aired, we listen to commercials. These commercials are ways through which the radio agencies make maximum money. The time a company gets to go live and sell itself, is known as airtime. This commercial airtime is what gets the radio companies maximum of their funds. However, there is a downward trend in radio advertising today. There are many reasons that lead to organizations opting for other mediums of advertising, some of which are listed below. These disadvantages are problems faced by companies if they choose to advertise with radio as a medium. Yes, there are some advantages of using this medium as well. For example, it's cheaper than the other mediums but then again, the effectiveness is not guaranteed at all.

Disadvantages of Radio Advertising Compared to Other Mediums

Mentioned below are reasons why radio advertising is not given much importance today. However, we still find companies that advertise through radio. This is because either they can't afford the other mediums, because they can afford all the mediums and because their advertising strategies demand them to do so. In some poor countries, the availability of a radio is more than that of a television. At such times, it becomes necessary to advertise through radio itself. No Visuals The human mind can remember what it sees better than what it can hear. What you hear, in quick, succession isn't registered in your brain properly. Whatever little is registered, it cannot be recollected completely later. This way, chances are that you'll

97

hardly ever remember an advertisement completely on the radio. Even if you do remember it, it'll be very difficult for you to understand what it implies as you can't see the object it talks about. Being human, we usually believe only what we see. No Affordability Radio advertising is not affordable in the short run. For you to register your advertisement in the minds of your customers, it'll take you at least a couple of advertisements and repeated broadcasting over a few days. This means, if you advertise only once, chances are you'll hardly make any profits. Also, the number of customers you get, might be less than what you need to cover up costs of advertising on radio and reach equilibrium even. No Rationality The reason why radio advertising is considered irrational by many companies is because there is no guarantee of someone hearing it. For example, your advertisement is going to be aired after Song B. Currently, assuming there are 10 people listening to song A. As Song B starts, they realize they don't like it and they switch to another station. You lose out on 5 of your potential customers right there. Most listeners don't listen to the advertisements at all. The moment one song is over, they switch to a station that is playing something. No Durability If you read an advertisement in the newspaper or on a brochure or on a pamphlet even, that is delivered right at your doorstep, what do you do? If you find it interesting, you cut the piece of advertisement and keep it with you. Can you do this to a radio advertisement? No! This is why radio is called immediate. Once you have heard what you've heard, you have no option but to remember it or hope to hear it again sometime and that sometime can be anytime.

98

No Priority Also, listening to the radio is done mostly in the car when you're driving. This reduces the amount of attention you can give it anyway. Also, there are particular slots when there is maximum traffic. If you want good business, it's important you advertise in these slots only. Now this increases your costs and also the competition. While reading a newspaper or while watching TV, a person is doing just that. However, while listening to the radio, it's mostly something else at hand that is more important. These are the disadvantages of radio advertising as they exist in the corporate world today. Every organization is looking for profit maximization and at such a time, radio is a medium that can't really guarantee benefits. Radio advertising ideas can be experimented with but the end product won't outdo all the disadvantages mentioned above. Like I've said before, some companies have no option but to resort to this form of advertising as their strategies demand so. For the rest, think twice before putting in the money.

99

DIFFICULTIES AND LIMITATIONS

There have been several difficulties and limitations I could not avoid while doing this project. First of all, as I have explained in the method section, I could not go about including the interactive files or motion pictures with audio in them because of my limited ability to reproduce them and also my concern for copyright. Therefore, by no means, my choices of sample ads are well-balanced even if I attempted to include as many appeals as possible. Moreover, since I am currently living in South Korea, I was not able to find many materials printed in English, although it was not impossible. I had to purchase a book, magazine, and newspapers to see if there was something worthwhile for this project. In addition, when I was reading the spam e-mails for the email analysis, some of them acted strangely because, in my opinion, they were not spams but virus or worm spreading e-mails. When I opened one spam e-mail titled, "Do you want better PC performace?", the window automatically closed off quickly. I think reading spam e-mail message should be done with great care. Lastly, the biggest difficulty I faced was that it was very hard to find what I would like to have because advertisers do not run their ads according to my wish. For example, I tried to find a piece of ad using humour appeal, but I failed. Nevertheless,this paper has been a valuable experience where hands-on research and analyses help me internalize the concepts and ideas presented in the textbook. More specifically, the process of collecting the advertisements of various kind and thinking about the strategies they might be using help me greatly to organize the scattered ideas about the persuasion techniques in my knowledge base.

100

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also de-fine research as a scientific and systematic search for pertinent information of a specific topic. It is the pursuit of truth and with the help of study, observation, comparison and ex-periment. RESEARCH DESIGN: Research design is actually a blueprint of the research project and when imple-mented must bring out the information required for solving the identified marketing prob-lem. The research design indicate the method if research (i.e method of information gathering, the instrument of research, the method of sampling etc.). The choice of research design depend upon the depth and extent of the data required, the cost of benefit of research, the urgency of work and time available for completing it. Research design is mainly of three types: (a) (b) (c) EXPLORATORY DESCRIPTIVE or CONCLUSIVE EXPERIMENTAL

(A) EXPLORATORY: Exploratory study can be used to establish priorities, the major emphasis's on the discovery of ideas and insights. It helps in Formulation Hypothesis. (B) Descriptive or Conclusive: The descriptive study is typically concerned with determining frequency with which something occurred or how two variable vary together. It is guided by an initial hypothesis

101

(C) Experimental: It is defined as a process where events occur in sitting at the discretion of experi-mental and control are used to identify the source of variation in their subject. DATA COLLECTION METHOD: Data collection is an elaborate process in which the researcher makes a planned search research for all relevant data. Data can be c1assifgied as Primary and Secondary data. Here I have used the following method for data collection Questionnaire based Primary data Secondary Data Survey (a) Primary Data

It is the data gathered for the first time by the researcher collection of primary data is a task demanding a technical expertise. Primary data can be collected in the market by their basic method: a. b. c. Survey Observation Experiment

Survey is the most common method used for primary data collection in the marketing research. The various survey techniques are: (1) Personal interview (2) Telephone survey (3) Mail survey The instrument used personal interview is questionnaire.
102

RECOMMENDATIONS AND SUMMARY OF ANALYSIS

To appeal to a Korean audience, the facial expression and the gestures of a model should be changed as the model hold a cup of milk, and make a smile. The ad is one of the typical masculine and low context American culture ads. Angelina facial expression and gestures are very aggressive, tough, and masculine. The ad entitles which is a very direct way of approaching consumers. Although American culture is built as directness, the Koreans are more concerned with cooperative behavior in the means of indirect communication. The Koreans value quality of life more than the Americans as they accept happiness in the form of the present, rather than of the future. Thereupon, the Koreans are less-goal driven than Americans. In order to succeed in collectivist Korean culture, I recommend having enough models in the ad from the same social group who could share unified goals. Additionally, the message needs to change some Calcium with the ones you linstead of essential nutrients for my one essential American culture values individualism. This ad has an individual who appears to have a strong sense of self as a primary source of identity and commitment. The ad also emphasizes individualism by essential nutrients for my one essential message. However, Korean culture is very opposite from the American. Koreans emphasis on goals and value sharing emotional expressiveness based on collectivism. To be well received by a high power distance and avoidance Korean conservative culture, I would recommend having the model costume appropriately that covers her body and relates the milk ad. American culture is based on low power distance and weak avoidance. Therefore, they accept the flashy and gaudy clothing of a model. Creativity and personal choices are viewed as important as authority in American culture. Unlike American culture, Korean cultures still has remaining image of Confucian era role and status in the society where women are expected to be obedient (Korea Thus, conservative Koreans would be surprised to see that flashy and gaudy image of model and even feel offended to see women inappropriately dressed in public.

103

II. Background of the Problem I submit this report on revision to the GotMilk? ad to better adjust in South Korean market on March 20, 2006. Professor Martha Blalock gave the request for the report on March 11, 2006. b. Statement of the Problem To market its product in South Korea, Gotmilk? ad needs to change its original ad in order to succeed in different cultural context. The Gotmilk? ad represents the low power distance and avoidance, individualistic, and low context American culture. American would appeal and react toward the ad , but Koreans may feel unfamiliar and bemused by this ad. In order to be accepted in Korean s relatively more high power distance and avoidance, collectivist, and high context culture, the ad needs to be modified the facial expression and gestures of a model, messages, and images of the ad. c. Method in Solving the Problem In order to modify the ad to fit Korean culture, we researched, analyzed and compared the ad with another ad. However, the compared ad had an opposite atmosphere; the ad has 5 models, images like a family, with less flash and gaudy clothing, and with warm facial expression and gestures. I was convinced that this was the most collectivist, high context and high power distance ad among the ads. I also was convinced that I could best adjust the three main problems of the ad by comparing with this collectivist d. Steps in Analyzing the Problem The following analysis is an evaluation of the three essential problems .The first problem is about the facial expression and gestures of a model. Angelina Jolie in the ad has aggressive, tough and firm facial expressions along with strong, masculine gestures. For a low power distance country such as America, this would be acceptable. However, it would not acceptable in Korean culture where respect for authority and hierarchy is emphasized. Second, the problem is about the individualism that has shown in advertising. There is only one individual in the ad. As an individualistic culture,
104

the American view as it is normal. However, as a collectivist culture, such as in Korea, group work is very important. Therefore, an individualistic would not get recognized in Korea. The last problem is about the clothing of the model. Because Americans are open to personal choices and creativity, the Americans would accept the clothing in general. However, the Korean culture is very conservative and prefers clear rules and conformity. The Koreans would expect appropriate for the milk ad, and therefore, the flashy and gaudy clothing of the model would make Koreans bemused. III. Change the Facial Expression and Gesture of the Model Angelina Jolie in the ad gives very aggressive, combative, and strong facial expression with tough, masculine gesture. Such facial expressions and gestures are acceptable in America because of American culture being low context and masculine. The character possesses a charisma like a general by looking at some distance in the ad. This would appeal to Americans because of the directness of the ambience as a whole. The firmness and directness would naturally appreciated in American public, and her nonverbal message also match what is being said: the need for essential nutrients in order to accomplish the objective. However, such low context and masculine characteristics would not be fit in the Korean culture. Because the Koreans favor the sense of well-being and harmony among people, Korean culture appreciates repressed emotional expressiveness (Ranking 440). Thus, the Koreans try to avoid being expressive. Because of the high context characteristics, the Korean culture is more comfortable with indirect approaches in life. Therefore, instead of explicitly indicating the desire for milk, the Koreans would prefer expressing implicitly by using nonverbal messages. Since, Koreans value cooperation and quality of life, they are less-goal driven than the Americans. This makes the Koreans focus more on the present than the future (Ranking 442). Thus, this ad would not appeal easily to Koreans because the ad features a model gazing at distance with a future objective. Based on the analysis of the ad, I recommend having a model hold a cup of milk, and make a small smile with looking down at the milk tenderly. This modification would
105

make the ad calmer and emphasize harmony, which would also bring an implicit expression of desire of milk. The model smiling with a cup of milk tenderly, that would enhance the feminine value of the ad. The Koreans will then appreciate such nonverbal communication of the ad. Similar Essays Manipulative Advertising Subliminal Advertising Voice Recognition Software: Comparison And Recommendations Advertising And Alcohol How Is Australian Nationhood Constructed In The Australian Advertisements? Why Advertising Is An Ethical Problem Children Interacting With Television Advertising Introduction Recommendation Essay Persuasive Speech On Subliminal Advertising And Cults The Right Brain Approach: Psychology In Advertising Advertisement Comparison Advertising: The Good And Bad Women And Advertising

106

SWOT ANALYSIS
Strengths: Recently, the government has agreed upon revenue-sharing model, which is 4 % for the growth of the radio stations. So that they can develop themselves well because this industry is still in an introduction stage. The success of private FM stations, and reveals that radio listenership habits have changed considerably; not only are listeners tuning into it more often but also sticking to radio for longer hours everyday. The advertisers, who would depend on word-of-mouth, pamphlets, brochures or ads in local supplements of newspapers, are welcoming the opportunity. Radio is considered as a background medium, because people can listen to radio anytime and anywhere they want. It is also a free medium. 90% of India has access to radio which is unmatched by any other media. Radio also reaches to uneducated village folk who do not read print publications. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. They cant afford a TV set. Therefore radio is more popular. Radio is the least cost medium and it helps to reach mass audience with various backgrounds. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. Radio is considered as a medium where the Proximity to purchase is very high. Radio is a complement to another media. Therefore, other media or the advertisers or agency can use this medium for brand recall.

107

Weakness: One of the major weaknesses of Radio is that there is very less differentiation in the programmes that are aired. Most of the stations plays much of the music that is played consist of Hindi Film songs, and therefore it is difficult to differentiate between the programmes of the different channels. Fragmented Audience the large number of the audience in India is fragmented in various remote places. And therefore, the percentage of listener tuned to anyone station is likely very small. No proper research available research is very important for any advertising segment. Research is the main base to attract client and get more revenue. But, in India there is no proper research is available. Many stations are conducting their own research which can be biased. Radio-only nature of radio communication is a tremendous creative compromise. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. And like its radio message creates a fleeting impression that is often gone in an instant. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. Increase in listenership numbers but no increase in ad revenue. This is the situation that every radio channel is facing. Short commercials Opportunities: Getting copyright licenses from the government for running mega events which are aired on the AIR radio station and have been restricted to be aired on other private stations. Launching a radio station with 24-hour news channel Tie-ups with BEST or railway authority for playing the FM in train and in bus. The launch of Private Radio FM has managed to create a set of New Listeners for the medium

108

 The new radio stations which will come in future they can have venture with the college or university campuses. And can play their station which will exclusively provide with the information relating to that university/college campus. With the coming of the many more new players in the radio industry each channels can position themselves quite different from others, like, if some station is targeting the health conscious people then their programming strategy will vary accordingly. And then it is easier for the advertisers also to decide on which channel to advertise. Allowing private FM players to start news and current affairs programmes. One has to constantly innovate, and that is the challenge. Brand building is thus much more difficult. At the same time, we are very bullish, and gung-ho about this whole enterprise. Leaves huge scope for innovation in local market Threats: The biggest threat to private radio industry players is ALL INDIA RADIO. AIR is the biggest player in India because of its reach, low charges, government channel etc Because of the new government policies there will be more number of stations and then competition will also increase. This is one of the biggest threats it faces. With no particular differentiation in the music. So, there is a fear of losing its brand loyalty.

109

CONCLUSION
Radio is a fast and easy advertising medium that has the ability to speak to your customers on a personal level and is able to reach large numbers of people in many different environments right throughout the day. By selecting the right station, the right time and season and combining it with the right mix of other media, you can create a radio advertising campaign that is cost effective, flexible, easy to design and implement and gain maximum impact Whether you choose prerecorded, live or a combination of both, or even a live outside broadcast, tailoring an advertising campaign just for your business can be an easy, simple and cost effective choice. The ads that have been described and analyzed are all found to be using psychological appeals such as high-involvement (ad 2), patriotic appeal (ad 10), or functional theory (ad 7). To a more or less degree, all of them use the techniques to effectively communicate with potential consumers. It is demonstrated that, even annoying ones can stay with the audience when using the right medium (ad 7: Twitter follower scam case). It can be concluded with confidence that advertisers know the theories, study the psychological appeals and, apply them to the actual advertising because these techniques are so salient in the ads. When examining more closely the example ads I selected, they are not constructed to utilize only one technique. In other words, the ads are all combinations of interesting psychological appeals and persuasion techniques. Although I mostly pointed out one or two conspicuous strategies, theyusuallyhave more than two strategies interacting in them. Still, one or two big techniques were clearly at work to attract audience's attention and to have them stay on the ads, as seen in the Twitter follower scam example. From the collection of my example ads, it is also noticeable that advertising is on the line of big changes due to fast advancement in technology (Perloff, 2008, p. 438). Paperback (example ad 2), magazine (ad 1), and billboard (ad6) are traditional sources of advertising. Books also belong to traditional source, but now it is being used in more
110

complex way as shown in my analysis. Due to the increased use of Internet and websites, countless attempts have been made to advertise more effectively and less disturbingly (pop-up ads are now almost disappeared since many Internet users found them so annoying that they did not even look at the contents before closing). Spam emails (ad 8), website banners (ad 9), and entire website (ad 10) are now so commonplace that they are not even considered new technology anymore, but they did not exist only two decades ago. Recently, a new trend of social networking services like Twitter (ad 7) is quickly spreading that many advertisers are paying attention to this trend. But they will be not as new soon just e-mails and websites are now considered as ordinary technology, and therefore, advertisers will still be hunting another way to advertise to reach to as many audience as possible.

111

BIBLIOGRAPHY
Websites Www.radioonline.com Www.indianradio.com Www.englishradio.com Www.rockradio.com Www.worldradio.com Www.hindiradio.com

112