Says
Amitava Sinha, MD, Rediffusion DY&R: “So far with limited and similar radio channels, the highest reach has been the best buy…but with increasing fragmentation of the industry this equation is likely to change and each of the channels will have their own respective clientele.” Riya Mukherjee, Senior VP, Radio Mirchi, agrees and adds that radio “is forcing clients to think more locally and not just in terms of print or TV advertisements…. Radio gives advertisers a chance to reach out to local consumers.” Clearly, with radio finding firmer feet in the Indian landscape, the medium’s reach is expanding with every passing day, endearing it that much more to marketers, more so as a powerful local medium. In terms of penetration radio already scores as high as 99% (AIR). Charles, VP, Marketing,Hello FM (run by Daily Thanthi newspaper, Chennai) says, “We had campaigns from political parties like AIADMK, Congress, DMDK etc. When political parties understand FM’s importance as a medium of advertisement, you can easily guess the sea change it can make in the advertising industry.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Amitava Sinha, MD, Rediffusion DY&R: “So far with limited and similar radio channels, the highest reach has been the best buy…but with increasing fragmentation of the industry this equation is likely to change and each of the channels will have their own respective clientele.” Riya Mukherjee, Senior VP, Radio Mirchi, agrees and adds that radio “is forcing clients to think more locally and not just in terms of print or TV advertisements…. Radio gives advertisers a chance to reach out to local consumers.” Clearly, with radio finding firmer feet in the Indian landscape, the medium’s reach is expanding with every passing day, endearing it that much more to marketers, more so as a powerful local medium. In terms of penetration radio already scores as high as 99% (AIR). Charles, VP, Marketing,Hello FM (run by Daily Thanthi newspaper, Chennai) says, “We had campaigns from political parties like AIADMK, Congress, DMDK etc. When political parties understand FM’s importance as a medium of advertisement, you can easily guess the sea change it can make in the advertising industry.”For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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