...product or service, advertising is the best way to achieve that goal. These announcements come in many forms and styles. When comparing the typical varieties of promotion mediums which are television, newspapers, and magazines, radio ads are much more affordable than many people realize. While broadcasting in radio, a company is able to reach its target audience at the lowest cost. Being that the most affordable form of advertising means of publicity is through the airwaves, it is frequently the preferred kind of mainstream marketing medium of many businesses new and old. Although radio is the cheapest and most direct form of placing bulletins, there is a process in which companies must follow in order to successfully reach their target audience. Once a company has decided to use radio as the medium of choice for their advertisements, the company needs to first decide who their target audience is going to be by looking into factors such as gender, age, where they live, interests, hobbies and even personality traits. It may come to sound a bit stereotypical but many business owners instinctively know what type of music their target audience listens to. If a company is trying to market a new type of energy drink, they should invest their time in advertising on radio stations that would play rock or hip-hop music, rather than a station that plays classical music. As soon as an establishment has identified their demographic, the next step would be to consult with radio stations which cater...
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...problems the company is facing (not more than 2 pages). Radio used to be an information centre for listeners. As time passes by, the functions of radio has gradually changing. It is not serve only as an information centre but also as medium of entertainment and centre of learning. We can even say that the main role of radio for present time is mostly for entertainment. Nowadays, in the case of innovative many new technologies have been developed, one of the oldest forms of media in the whole wide world has been impacted and it is the radio. Not only radio per se, other kinds of ‘traditional’ media such as newspaper and magazine are also impacted by their ad revenues and it is predicted to be keep on declining. In context of Indonesia solely, there are already 1,178 in total number of radio stations. With so many established radio stations, the medium has become more disintegrated. There is a very high competition between radio stations in providing the best of them of them to the listeners. In Indonesia, a few radio stations are incorporated under one management group. One of them is Masima Group which encompassed of Delta FM, Prambors and Female Radio. Compared to other radio stations, one of problems encountered by Delta FM is because of its unstable personality. In 1994, the targeted listeners for Delta FM are aged between 40-50 years old, who were described as “elegant and intellectual”. Thus during that time, the radio focused on listeners’ favourite oldies songs. In fact...
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...extent of the happiness will be the listeners of the radio station being entertained at the time the prank is broadcasted, which is a huge number of people (Low, 2013). Owners of the radio station will also be happy when the amount of listeners that tune into the radio channel at this particular time increased to listen to the prank calls made by the radio DJs. This extent of happiness will far exceed the extent of unhappiness caused by this prank call, which are only the nurses being pranked and/or the characters being imitated in the prank call. We can also take another feature for the calculation of the amount of happiness being generated, for example, the duration of happiness (Low, 2013). The duration of the unhappiness is longer than happiness because people who are unhappy tend to take a longer time to recover from that unhappiness. The happiness that the listeners have only will last during the few minutes of the broadcast or maybe a few minutes after as well. The total amount of happiness will still outweigh the total amount of unhappiness because the extent of happiness far exceeds and dominates the net amount of happiness. Therefore, it will be ethical to broadcast the prank call based on utilitarianism. * Kantian Ethics Based on Kantian Ethics, the duty of the radio station is to gain listeners by letting listeners enjoy listening to the radio station and also have a higher rating as compared to other radio stations. To be morally permissible, the rule: ‘if...
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...Assignment Analyze how regionalism and nationalism are related to different modes of listening to the radio in the United States from 1920 to 1980. For long it has been discussed how the radio changed the American people – but this analysis is far too diverse and particular to each individual, since the United States have a wide arrange of ethnicity, religions, races, generations and other remarkable differences between different people. This essay will therefore focus on how the different modes of listening to the radio brought together different nation feelings to society in different timings and places. A Cornell scholar, Benedict Anderson, while reflecting about the emerge of nationalism in one country said one day that it had to be imagined, since all the nation elements and individuals may never meet one another and “yet in the mind of each lives the image of their communion”. The first notable change in general knowledge and feeling about a nation was conceived on the newspaper, that would allow several people to read the same stories about the nation and its people at the same time. The newspaper was the first proof of a country to a regular citizen that through it, would get to know people from distant lands with whom he would share his first sense of non-local community. The importance of the radio wasn’t shadowed by the newspaper’s prior timing. Radio added one more sense to the world of mass communication. The air around the device would tremble with ...
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...invention of the radio. Thanks to the media, the United State’s gross national product doubled in the 1950’s and again in the 1960’s. Advertising and propaganda was blooming and thanks to the that, the typical U.S family owned a car and a house in the suburbs. Broadcast television was dominant in the mass media. The television media was owned by three major networks who was responsible for all the live events, sitcoms, and news that...
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...people. New inventions such as the radio, automobiles and air travel meant that people in the remotest areas of the country were no longer as isolated. People living in isolated rural sections of the country were brought into contact with the cities of the nation. After the horrors of the war, people were ready to add some joy and simplicity to their lives. Radio did exist before the 1920’s. Ask Mr. Copeland how far I should go into context Radio was an amazing communication device in the 1920’s and it became a feature in any Canadian homes. Everyone wanted to have a radio, and owning one was a status symbol. Voices, news,...
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...of this emblematic radio station across the time. Thanks to Jean-Sébastien Petitdemange, host of the show “Itinéraire d’un auditeur gaté” and working for RTL for more than 15 years & journalist for “Midi en France” on France 3. And Claude Joly producer of the Petitdemange show. Table of contents I. The firm RTL 4 II. RTL’s factors of success 13 A. Radio Listeners 13 B. Hosts 17 C. Communication strategy and new technologies 20 III. Recommendations RTL could follow to improve its business 24 A. Recommendations regarding radio listeners 24 B. Recommandations regarding the hosts 26 C. Recommendations regarding communication strategy and new technologies 28 Everybody knows the radio station RTL. It is the eldest generalist radio station, which remains the most listened station in France, despite of the blips of the media landscape but also despite the swirls in their own history. The firm RTL • RTL story from the 1930s to rtl.fr Radio Tele Luxembourg, a radio network from Luxembourg, was created in 1931. At the beginning, the radio transmitter was located at the Grand-Duché of Luxembourg, in the city of Junglinster. It was the only private French speaking radio that people could hear in Northern Europe, and more particularly in Belgium and France. It is useful to remember that during this period, radio stations could not install their transmitters in France because of the TSF state monopoly. And quickly, Radio Luxembourg gained a...
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...EXECUTIVE SUMMARY The Indian FM radio industry was privatized in the year 2000. Many industry observers advised against investing in the market as the general notion was that after introducing the satellite television, the market for radio broadcasters is dead as television has more to offer. Although there were many deterring factors, still organizations invested heavily and begun operations across the country. In a short time span, the enthusiasm started failing as investments were not recovered from operations and profits were dipping. A number of factors pointed out that with amendments in Government rules and regulations, the industry could revive from their losses. Considering this, the Phase II of privatization was initiated in 2006, wherein the regulations were made more flexible and provided ample scope of growth. The general audience notion of the available radio stations is lack of differentiation in terms of content. This report gives a description of the problem regarding similar content and is a result of a market survey providing an insight in the consumer preference. Specifically, the report was an exercise conducted to validate the application of brand extension in service industry. 1 ACKNOWLEDGEMENT I am indebted to Dr. Samar Faten Badar, Faculty Member (Marketing,), for her great support and help all through the project. I am also thankful to Prof. Ramkishen, without whose help and support it would have been difficult to obtain the necessary data for...
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...Effects of Mass Media Tamarra Burnett HUM/176 2/3/2013 Erin DiCesare, Ph. D. Effects of Mass Media Introduction The 20th century has brought about major developments in the evolution of mass media. Developments such as the television, newspapers, radio, internet, and the cellular phone have all contributed to the evolution of mass media. This essay will discuss each development of mass media and how it has influenced American culture as we know it. Major Developments of Mass Media in the 20th Century The newspaper happens to be one of the pioneers of mass media. In its early stages the newspaper was handwritten during the 15th century. Newspapers has steadily increased since its earlier days, but a new form of mass media was on the horizon with the introduction of the radio. Radio was first introduced in the “early decades of the 20th century” (pg. 31). This allowed for millions of people to access anything from presidential elections to advertising. The next form of mass media to come was the television. Following the end of World War II the television revolutionized the way we communicated through mass media. With continual enhancements to the television like the VCR and cable television, this allowed individuals the freedom to record and view television whenever and however they wanted. It wasn’t until the creation of the personal computer sometime around...
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...chart illustrate 5 advertising tools and the amount of attention which consumers spend. The Chart is taken from the Internet. The graph is divided into two axes and two colors. On the bottom, the axis shows the individual advertising tools. On the right hand side, there are figures from 0 until 50 in percent. Every advertising tool hast two bars. The blue bar shows the time of attention which consumers spend. The red bar indicates the amount of advertising. Main Part: First of all, the most striking fact in this graph ist the spending time by tv. The attention rate was approximately between 40 an 45 percent. In comparison with the smallest attention bar, print, there was a difference by roughly 36 percent. The advertising rate from TV was almost the similar as the attention rate. A marginal difference by only 1 percent. Furthermore, between the smallest advertising rate by mobile and the highest amount by TV, there was a difference of about 42 percent. The attention an advertising bar by TV was twice as big as the Internet. Finally, the smallest advertising tool was mobile with only 10 percent attention and 1 percent advertising. In compare with the other tools, mobile was a insignificant tool of advertising. The difference between the attention from mobile and the attention from Tv, there was a vast gap between this two advertising tools. Conclusion: All in all we can say, the most popular advertising tool for spending attention and offer advertising for the comsumer...
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...of media such as books, radio, TV, film, theater, comics, which are used for communication. All these have some advantages and disadvantages. In this essay I consider three item of this category include TV, radio and books. In my opinion, books have had undoubted effect on people life. For many years, books were only way for communication. Nowadays, we can find a lot of old books that were written many years ago. Books have a lot of advantages. Books are known as valuable source for record information, theories and so on. We can access them all the time. Unfortunately, books have some disadvantages. Firstly, if books are not maintained carefully, they will be destroyed. Secondly, books are written in different languages, so sometimes when they are translated, some of their concept in destination languages is changed. Finally, communication through books is offline. In the beginning of twenty century, Lumiere brothers introduced industrial of cinema to the world. Because of their invention, today we have TV and radio. TV and radio in some way are similar. Both of them are based on online communication between people. We have a lot of live programs on TV and radio. We can follow online news from whole world. Besides, both of them are used for commercial proposed too. For example, daily a lot of advertising are shown in TV. There is no limited for time, channel and type of programs which are made for TV or radio. The most different between TV and radio is TV has picture, so people...
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...Business Strategy: Pandora created and provides an easily accessible Internet radio platform personalized to and by individual listeners. Launched in 2000, Pandora Media created a way for individuals to stream their favorite songs without purchasing them. With over 900,000 songs, Pandora takes the likes and dislikes of each individual consumer into account to make customized stations of exactly what they want to hear. Pandora is focused on Mobile Monetization which is a two prong approach. Digital Strategy and Radio Strategy are the two main areas of focus. The Digital strategy is focused on reaching its customers through the online and mobile devices where the Radio Strategy is trying to reach more consumers through the Interactive and Measureable Audio Products. Traditional broadcast radio currently stands at approximately $73 per 1,000 listener hours, where the mobile platform only stood at $20, which shows the most room for improvement. The mobile platform had increased by 50% since last year and is forecasted to continue to climb at a rapid rate. Close to 70% of all active listeners, now come from the mobile platform which shows transition of today’s society. Pandora has over 200 million registered users and more than 76 million active users. Pandora's major source of revenue are through advertisements it serves on its mobile and web platform. Currently Pandora serves less than one minute of audio ads per hour of listening. This guarantees greater consumer interaction...
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...The Age of the Radio Radio has always been one of the most powerful media sources available. It goes without saying that it is popular due to the fact that the necessary equipment, radio transmitter and receiver. Radio was the start to worldwide communication. There were many inventors to thank for the radio. In 1860, James Maxwell predicted the existence of radio waves (Bellis). James Maxwell formulated a set of equations, which explained light as one form of electromagnetic radiation and predicted that there should be many other forms, invisible to the human eye. Heinrich Hertz demonstrated that rapid variations of electric current could be projected into space (Bellis). Fortunately, other scientist and engineers saw the radio spectrum not as a curiosity but as a tool for a new kind of communication. Guglielmo Macroni proved the feasibility of radio communication. In 1895, Macroni sent the first radio signal. With further alterations, Macroni found a way for ships to talk to each other using Morse code. The next big step was finding a way to manipulate radio waves so they could carry more than dots and dashes. Switching from pulses to continuous waves provided the key. Reginald Fessenden invented a way to transmit voice by altering the intensity of waves, thus creating AM radio. Reginald Fessenden noticed that by varying wave frequency instead of amplitude, stations could avoid the interference that often corrupted AM transmissions. The result was frequency modulation...
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...used media are Newspaper, Television, Radio, and Internet. Be it the pictorial messages of the early ages, or the high-technology media that are available today, one thing that we all agree upon, is that mass media are an important part of our lives. Entertainment and media always go hand in hand, but in addition to the entertainment, mass media also remain to be an effective medium for communication, exchange of information, advertising, marketing, and in general, for expressing and sharing views, opinions, and ideas. Mass media is a double-edged sword which means that there are positive as well as negative influences of media. Advantages : The common man gets the latest news within a fraction of seconds. The distance is not at all a barrier now. The news they get through media help them in their daily life a lot. We get the latest news in our home due to the television set. We can bring out the hidden talent, we can get public opinion about certain events, current issues. Television is quite popular because people can get easy overview from news. Television also entertains and educates people. Children’s knowledge increases by watching geographical channel, quiz programs and speeches by famous personalities of different fields. Radio has its own advantages which others do not have. People mostly listen radio in car and work station. Radio is convenient because people get short news and it is entertaining. Also, radio can be listened via mobile or MP3 player...
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...Preface This document provides us an insight to the radio industry in in present form in India and compares two of the most renowned radio channels (one a privately held entity and another being run by the government). About Radio Industry in India There are a total of 232 FM channels, private and government owned in India. The Current size of the radio industry (2009-10) is estimated at over US$ 170.87 million. According to a PwC study, the radio industry is forecast to grow at a compound annual growth rate (CAGR) of 18 per cent over 2009-13, reaching US$ 391.15 million. In terms of its share of the advertising pie, it is projected that the radio advertising industry will be able to increase its share from 3.8 per cent to 5.2 per cent between 2009 and 2013. The government earned US$ 11.05 million from private radio channels during 2008-09. Radio Mirchi, along with its alliances, is number one in the Indian private FM radio industry, with a 46.5million listenership according to Indian Readership Survey (IRS) 2009. The Metro Market Phenomenon 18% of all private FM stations are in Metro markets. Metro markets contribute maximum revenue to the industry, however there is no room for expansion as these markets already have maximum number of permitted stations in operations and are witnessing fierce competition. Competitive analysis We look at two of the major players in this space; one a private network and the other a govt. held entity to understand the difference between their respective...
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