EFFICIENCY ANALYSIS OF VARIOUS MEDIA WITH SPECIAL EMPHASIS ON RADIO

RELIANCE COMMUNICATION
OVERVIEW Indias largest information and communications service provider.  Began operations in 1999.  Offers a complete range of integrated telecom services.  Shri Anil D Ambani is the chairman of all listed companies of the Reliance ADA Group.
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OBJECTIVE OF STUDY
Was to understand:  Types of mass media used in telecom industry.  Addressing of target groups.  Building consumer perception.  Increase product awareness.  Increase brand salience.

RESEARCH METHODOLOGY
PRIMARY RESEARCH:  Aim was to understand the target group .  Measure the effect of radio advertising ,for this telephonic survey .  I have analysed 2 campaigns with focus on content,scheduling and connect. SECONDARY RESEARCH:  Essentials of radio industry and what comprises of radio campaigns .
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SAMPLE USED IN THE STUDY

Convenient sampling method has been adopted for the study. Sampling frame of 150 respondants consists of Students Private and government employees Business men Housewives Older people
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MASS MEDIA USED BY TELECOM OPERATORS

1)Print Media Advertising : Newspaper Advertising , Magazine Advertising 2) Out-of-home Advertising:Billboard advertising , Street furniture , Transit advertising etc Non-Digital Out-Of-Home : Bulletin, Bus advertising , Commuter rail display . 3)Electronic media :Television , radio
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RADIO ADVERTISING
Dominated by the state owned (AIR), covers 91 % of India's area and reaches 99 % of the population.  Sector generates annual revenues of INR 2.2 bil, growing at 20 % annually. Profile of radio advertisers.docx SWOT (ANALISIS) STRENGTH OPPORTUNITIES WEAKNESS THREATS

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ADVANTAGES OF RADIO ADVERTISING

Reach and Frequency Broad Selectivity Cost Efficiency Creativity and Flexibility Proximity to Purchase As a Complement to Another Media A personal medium
Largest
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DISADVANTAGES
Misunderstanding Poor

Radio Attentiveness Fragmented Audiences Chaotic buying procedures Creative Limitations RJ needs training

TYPES OF RADIO ADVERTISING

Network

Advertiser Spot Radio Local Radio Sponsor Programme RJ Mention

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RADIO DAY PARTS

6 am -10 am Morning drive 10 am 3 pm Daytime 3pm 7pm Afternoon drive 7pm- 12am Nighttime 12am 6 am All night

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LENGTH OF SPOTS
10 second spot should contain 25 words 20 second spot should contain 45 words 30 second spot should contain 65 words 60 second spot should contain 125 words

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BUYING RADIO TIME

Station

Rates Day parts Buying Options a) Buying by specific day part b) Buying packages c) Buying sponsorships or adjacencies Frequency How many stations do you need
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IMPORTANT FACTORS FOR SPOTS

Voice a) Using local radio talent b) Using an amateur voice c) Hiring professional voice talent. Music Sound Effects
The

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ELEMENTS OF GOOD RADIO COMMERCIAL

Be

single-minded, focused Research your product or service. Relate to the consumer Generate extension Produce an immediate response

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MEASURING RADIOS EFFECT

Informal experimental design - Before-and-after without control design
Level of Phenomenon after treatment (y)

Test area: Level of phenomenon before treatment (x)

Treatment introduced

Treatment effect =(Y)-(X)

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RADIO CAMPAIGNS
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st campaign : RGSM Unlimited Hafta Pack 48 Re R GSM HAFTA PACK.mp3 10 second jingle was being aired once in every ad break from 8am to 8pm ( 48 times a day) across UP for 3 days 2nd campaign was about RGSM unlimited pack-195 The 10 second jingle was being aired once in every ad break from 9 am to 9 pm across UP for 10 days

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ANALYSIS AND INTERPRETATION

QUESTIONIEARQUESTIONIEAR.docx
Female

listen more to radio than men GRAPH1.docx Major listeners were of the age group from 26-35 and after them people from 36-45 were found high in percentage of listenership GRAPH 2.docx It was found that more listeners were during prime time GRAPH3.docx

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 It

was found that nearly 10% of the people were able to recall the reliance advertisement and very few were able to tell the product and story line The liking of television commercials was most among the respondents. GRAPH4.docx Maximum respondants said that they chose service provider depending upon family and friends.GRAPH 5.docx
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COST BENEFIT ANALYSIS

1 st CAMPAIGN: a) Growth of 10% in UPE & 7.5% in UPW b) Average sales to 11K c)Revenue generated during the campaign is Rs15,77,088 d) Profit during campaign was Rs 7,27,088 e)After campaign was over it made profit of Rs 5,21,280.GRAPH6.docx
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2nd CAMPAIGN a) Growth of 19% in UPE & UPW. b) Revenue generated during the campaign is Rs31,20,000 c) Profit made during campaign is Rs20,70,000 d) After campaign was over it made profit of Rs 11,13,840GRAPH6.docx

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RECOMMENDATIONS
innovative but interactive mode of communication. Celebrity endorsements on radio More attention to online advertisement. Should focus on word of mouth publicity
Use

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LIMITATIONS OF THE STUDY

Extraneous

variable(Television) affected the respondents mind. Only few areas were covered during survey as time and money was the constraint.

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CONCLUSION
As the industry is competitive RELIANCE cant take things lightly. It needs to change its marketing and advertising strategies gradually. The advertisements used at present seems appropriate for RELIANCE but we cant always rely on these advertisements and the celebrities

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