SYNOPSIS OF THE PROJECT TITLE : IMPACT OF ACTIVITIES/EVENTS ON RADIO LISTENERSHIP.

By PANKAJ SHARMA PGDM (10-12)

UNDER THE GUIDANCE & SUPERVISION OF

Mr. Ali Abbas Station Head Radio Mirchi, Jaipur

Prof. Brijesh Awasthi Prof. Rajesh Sharma

UIMS, Jaipur

UDAI INSTITUTE OF MANAGEMENT STUDIES SPL-6, PHASE IV, SITAPURA INDUSTRIAL AREA JAIPUR, RAJASTHAN.

Introduction
FM Radio Stations carries out a number of on ground activities -shows its presence by sponsoring the activities. Objective behind the Radio events & Activities brand presence & build brand image. BTL Advertising -very cost effective and conveys the message very effectively. Untraditional advertising catching speed- People place more weight on their with brands and products than on ads.

Continued..
Ability to block advertisements is on the rise as wellrise of engagement advertising to create 360 brand experiences. And event & activities is one of the form of engagement advertising. By this point it is clear that on ground activities help to relate a brand with the people . But how and to what extent this research will explore.

Objective of the Research

To Study the impact of campaign. To determine whether these drives helps to increase the listenership or not. Comparative analysis of FM Channel. To standardize the questionnaire for studying the campaign effect.

Sampling Methodology
Universe: Jaipur City. Sample Size: Sample size is to be restricted to 120 respondents, which comprises of mainly people from different locations of Jaipur city. Sample Unit: Respondents will be the listeners of FM channels. Statistical Tool: SPSS ( Statistical Package for social science) and MS Excel.

Hypothesis
Null Hypothesis : Ho - These is no significant effect of campaigns on Radio listenership Alternative Hypothesis : There is Significant effect of Campaigns on Radio Listenership

Research Design
Causal Research & Exploratory. The research will be causal as well as Exploratory in nature. The sources of the information would be both primary as well as secondary. Structured questionnaire will be the source of primary data.

Statistical Tools
Reliability Test: To check the reliability of the scale. Normality Test: To test that data is normally distributed or not.

TOOLS FOR DATA COLLECTION

PRIMARY DATA

SECONDARY DATA

Observation Personal discussion Visit of different department Questionnaire

Annual Report Websites Research Paper Books Journals

Profile of respondents
As the research was carried out on listenership so all the respondents were listeners of Radio Age Group : 14-38 years.

Gender Proportion: 67% male and 33% female

Data Analysis & Interpretation

Normality of Data

Reliability Test

Findings

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The research concludes that there is a positive relationship between activities and listenership people get motivated to listen a particular channel. Events and activities also increases the brand value of a particular channel and helps a channel to increase their brand recall. Radio Mirchi s recall is maximum as compare to other Radio Channels - conducts maximum number of events and activities

Continued..
Recall of Rjs and Shows is not so strong. Their favorite Rjs and Shows differ from their favorite station. The main reason to switch a channel is advertisement. Most of the respondents prefer to listen radio in the evening and at night. Listening radio does not engage a person -place of listening to the radio varies a lot. Preferred variable for a radio channel are songs followed by Rjs and Shows. Popularity depends only on the quality of the songs .

Recommendation

Activities should be carried out at a regular interval of time that will maintain and increase brand value, brand Recall and listenership

Location plays an important role to make a event/activity successful so one should be very careful while choosing a activity.
Gathering determines the successfulness or failure of an

activity it should be chosen very carefully.

Continued
Gifts also play an important role in an event so gifts should be interesting and attractive. Activities should be conveyed to the target audience through different mediums before 1 week to ensure satisfactory gathering. So sponsors should be chosen considering the theme of the event.

Bibliography
Website and webpage www.radiomirchi.com www.afaqs.com, www. exchange4media.com www.wikipedia.org, www.blogs.com Magazine & Newspaper Articles Danik Jagran, Jaipur daily publication Pitch, Monthly Magazine IRS publication for the year 2010 and 1st quarter of 2011 Books JC Levinson, Handbook on guerrilla marketing CR Kothari, Research methodology, new age publication, 2008

uestions