radio india

7/31/2019 Radio india

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Radio as a communicationTool

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Tilda rice In the recessionary climate of 2009- 10, Tilda's marketshare was under pressure as it is a premium priced,fairly traded rice. Rice is a low interest category initself, but the brand had to find a way of increasing itsappeal amongst people who appreciated good food andthe role of premium ingredients. The focus was to do'fewer things better' in a largely uncontested mediaspace, whilst at the same time consciously engage the

audience.

Why radio?

A series of 3 minute videos was created fordistribution over the web, however Tilda needed aplatform that would take this content to a wider,mainstream audience. Radio would allow thefoodie product messages from Tilda to come tolife in the minds of consumers, by engaging themin a series of mouth-watering recipe ideas. Radiowas also an open goal for a brand like Tilda - therewere no other competing brands to dilute their100% share of voice. "We have found radio to bean excellent, engaging medium toGupta,Marketing Manager, Tilda Implementation

An exclusive partnership was created with Magic105.4 in London, which has an efficient reach of the core target - ABC1 females aged 35-54. Aseries of recipe spots were created, concentratedmainly in the afternoons and early evening slots,

when decisions about meals and ingredients werebeing made. The features were presented bycelebrity Indian chef Anjum Anand, and directedlisteners towards a dedicated microsite where theycould download Tilda branded recipe cards andvideos. They were also encouraged to enter acompetition to win tickets to the Tilda RiceCookery Masterclass, where the 40 winners weretaught how to make a number of different mealswith Tilda products over the course of anafternoon. Video and audio were captured at the

Masterclass, whic h were subsequently used on-airand on the brand's webpages.

ResultsThe number of visitors (unique users) to theTilda site doubled when the campaign wason-air, and the three minute recipe videos

were viewed 13,000 times over the first sixweeks of the campaign. Most importantly,audited sales figures following the campaignshowed that Tilda value sales grew 47.3%faster in the advertised area (London) than inthe rest of the UK (AC Nielsen Data to week ending 12th June 2010).








NESCAFE ORIGINALSay Good Morning to a good day ahead!!

BackgroundNescafe Original had always been knownas “the taste that gets you started” andtherefore the brand wanted to associatewith ‘The Mix’ Network BreakfastShows to establish its “Getting you started “message routed deeper in the minds of theconsumers

Why Radio?Mornings are a 2 switch deal – One for theRadio and one for the kettle, thereforegiving a very apt platform for the brand.

Connecting with people in the morninggave greater probability of their stayingwith us, the station and the brand, for mostpart of the day. Further, messages at thekey consumption times increased the brandresonance

ImplementationCredits every 15 minutes within thebreakfast show delivered continuouscommunication of the “get started” message whilst promoting theconsumption at a key time. Montage of themorning show coupled with “Nescafe -keeping you going” trails featured acrossthe day.

ResultsA study of listeners and recognizersrevealed that they found Nescafe Originalwas a brand you heard quite a lot aboutand things going for them … Giving thebrand salience a five fold jump in thesubsequent brand track study






The cheapest and oldest form of entertainment

Its a fact that as a medium radio has always been

treated as a second and feeble cousin of mightytelevision.145-150 minutes per day, the consumption time of radio is more than that of television, which stands at140 minutes

Medium Start Date Current Reach

Newspaper 17th Century 32 Cr Readers

TV 1960 45 Cr Viewers

Radio 1975 17 Cr Listeners

Internet 2000 5 Cr. Visitors monthly

Mobile 1996 44 Cr users connections






Radio-based advertising can be used effectively forcommunication and positioning, since it can target alarge audience because of its immense reach.Studies indicate that instead of two back-to-backcommercials on television, one commercial ontelevision and another one on radio give about a 20 percent higher brand recall.Reminder Media: People generally tend to forget things

Here radio helps the ad-messages by reminding people.

RAM Radio Establishment Survey, Universe Update 2011






The cost per thousand and cost per reach of radio issignificantly better than television.Radio has a higher potential to penetrate the rural areas thanother media.

Local retailers and restaurants see an advantage inadvertising their products, services in local newspapers orradio as opposed to television.Increased rural marketing by corporate needs to be matchedby independent consumer awareness creation and radiooffers them an easier and effective way to do it.

Radio Audience Measurement’s (RAM)






6 Components of aSuccessful Radio Campaign

Target Audience (Who are your potentialcustomers?)2. Frequency (How often do you ask your

potential customers for business?)3. Reach (How many potential customers do you talk to?)4. Persistence (How long have you beenasking them for business?)

5. Audience Attention (How attentively arethey listening to you?)6. The Commercial Itself (What do you tellthem, and how?)






The key elements in radio commercials are jingles, catchy songs about a product or service that carry the advertisingtheme and a simple message.Since most of the FM audience in India are tuning in for

music, use of songs and parodies will help to gainattraction towards the message.The jingles are an effective way to keep the company nameand advertising remain in the minds of customers andprospects.Since most of the radio advertisements are short and thenumber of advertisements aired between programs is less,the audience is hooked onto the advertisements.

The spots for advertisement can be for 10 sec, 20 sec, 30sec and 60 sec. In General,10 second spot should contain 25 words20 second spot should contain 45 words30 second spot should contain 65 words60 second spot should contain 125 words






Radio stations divide their rate cards into day parts

.The exact divisions vary from station to station.

6 am -10 am Morning drive

10 am – 3 pm Daytime

3pm – 7pm Afternoon drive

7pm- 12am Nighttime

12am – 6 am All night






Radio with Other Media

Radio Adds To TV Radio boosts the effect of TV Advertising when used together – The MultiplierEffect.Radio delivers 15% lift in Brand Awareness, when 10% of TV Budget is redeployed on Radio

Millward Brown Study, UK.

Television + Radio Results InDramatic increase in frequency of message exposuresMessage reaching out to ‘light’ TV viewers also.





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Brand Awareness Increases Dramatically For

Print + Radio Campaigns

RAEL – The Benefits Of Synergy.

The audience exposed to radio generated almost three times thebrand recall compared to the audience exposed to newspapers only.






The Audience Are Able To Provide Much BetterMessage Playback, For Print + Radio Campaign

RAEL – The Benefits Of Synergy.






Radio Offers Effective Targeting

Brands can focus their activity around Key Target Groups on Radio Audience Profile Varies Across the Day;thereby allowing ‘Day Part’ Targeting






Radio has the unique ability to interact &engage with Audiences, continually invitingthem to respond in various ways - SMS,Outdoor Broadcast (OBs) & Events.

Levels of interaction on radio are high. Visiting stationCalled Station Phone lineSent in a dedication

Entered a contest

Power of Interactivity






TV Rs. Lacs

Cost of a 4 week campaign(20 sec spot) 120

Reach (People, who watch TV at least 4 daysa week) 273569000

CPT (Rs.) 44

PRINT Cost of a print campaign (8-9 states, 60 ccfront page ads, 2 publications in each state) 80

Number of people reached (Literates, whoread at least one publication) 233719000

CPT (Rs.) 34

RADIO Cost of 4 week radio campaign ( 2 leadingstations, 8 spots a day @ 20 sec) 19

Number of people reached (listen to radio atleast 4 days a week] 106698000

CPT (Rs.) 18




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