In India, radio broadcasting was started in 1927 with two privately owned transmitters at Bombay and Calcutta. Government took them over in 1930 and started operating under the name Indian Broadcasting Service. In 1936, the Indian Broadcasting Service was renamed as All India Radio. Commercial broadcasting started only in 1967 on Bombay, Nagpur and Pune stations on experimental basis.
Advantages of Radio Advertising:
1. Target Audience
The most important advantage of radio offers is its ability to reach specific audiences through specialized programming. In addition, radio can be adapted for different parts of the country and can reach people at different times of the day.
Radio may be the least expensive of all media. The costs of producing a radio commercial can be low, particularly if a local station announcer reads the message. Radio’s low cost and high reach of selected target groups make it an excellent supporting medium.
Because radio is affordable, it’s easier to build frequency through repetition. Media plans that use a lot of radio are designed to maximize high levels of frequency. Reminder messages, particularly jingles and other musical forms are easier to repeat without becoming irritating.
4. Mental Imaginary
Radio allows the listener to imagine. Radio uses words, sound effects, music and tone of voice to enable listeners to create their own pictures. For this reason, radio is sometimes called the theatre of the mind.
5. Cost Efficiency
Cost advantages are quite significant with radio as an advertising medium. Radio time, cost is less than TV and the commercials are quite inexpensive to produce. They require only a script of the commercial to be read by the announcer, or a prerecorded message that the station can broadcast. Advertisers can use different stations to broaden the reach and frequency within a limited media budget.
Among all the other media radio is the most flexible one. Copy can be submitted up to airtime. This flexibility allows advertisers to adjust to local market conditions, current news events and even the weather. Radio’s flexibility is also evident in the willingness of stations to participate in promotional tie ups such as store openings, races and so on.
7. Exposure to Illiterates
The radio advertisement can convey the message to illiterates too. The radio channels are available in different languages therefore the message can be easily pass on to illiterates.
Radio can be taken easily from one place to another and hence the advertisement can be heard by many people at a same time. It gives advertiser an opportunity to cover wider market to promote about the product.