VIVA PPT

“IMPACT OF RADIO ADVERTISEMENTS Vs TV ADVERTISEMENTS”

Prepared By:Mr. GAUTHAM .U

Under the guidance :Mr. NAWAZ AHMED

(faculty)

Impact of Radio advertisement Vs Television advertisement4/6/2010 1

INTRODUCTION

• The television commercial is generally considered the most effective mass-market advertising format, as in reflected by the higher prices TV networks charge for commercial airtime during popular TV events.

• Radio advertisements are the advertisements which are done through the medium of radio. Airtime is purchased from a station or network in exchange for airing the commercials.

• In terms of volumes, TV advertising recorded a growth of 31 percent in 2009 compared to the same in 2008.

• The total share of ad spends on Television in 2009 was 40% as in comparison to radio which is only 3.5%.

• So in order to find the IMPACT OF RADIO ADVERTISEMENTS Vs TELEVISION ADVERTISEMENTS the project was conducted .

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OBJECTIVES

Impact of Radio advertisement Vs Television advertisement

To determine which medium of advertisement whether Television Vs Radio has more impact on the audience and the results in more brand connect.

The influence of advertising on Consumer buying Behaviors

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RESEARCH METHODOLOGY

• Sample Size: 200• Age group: 18- 35 years• Location: Bangalore• Methodology: Quantitative Research• Data: Primary & Secondary• Tool: Questionnaire- Personal interview• Form of questions: Closed ended questions and open ended

questions


SURVEY ANALYSIS


DISTRIBUTION OF CONSUMER BY GENDER


53%

48%

MALE FEMALE

NAME A FEW TELEVISION ADVERTISEMENTS YOU LIKE?


42%

7%15%

12%

4%

6%

12%

Vodafone Docomo Airtel IdeaFevicol Limca Others

NAME A FEW RADIO ADVERTISEMENTS YOU HAVE HEARD?


12%

5%

7%

4%

8%

8%22%

33%

Mantri mall Mega Mart Bingo Brand factoryBig Bazar Vodafone Others Don’t listen

ON AN AVERAGE HOW MUCH TIME DO YOU SPEND IN A DAY WATCHING TV?


13%

62%

20%

5%

0-1 hr 1-3 hr 3-5 hr 5<

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ON AN AVERAGE HOW MUCH TIME DO YOU SPEND IN A DAY LISTENING RADIO?


48%47%

4%

0-1hr 1-3hr 5<

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AT WHAT TIME OF THE DAY DO YOU WATCH TV AND RADIO MORE [MORNING, EVENING OR NIGHT]


TV RADIO0

50

100

150

200

250

9

8374

52

118 22

44

Morning Evening Night Don’t Listen

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HAVE YOU EVER BROUGHT ANY PRODUCT AFTER GOING THROUGH ANY OF THIS MEDIA?


54%

46%

YES NO

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WHICH MEDIA INFLUENCED YOU MORE TO BUY THE PRODUCT?


TV RADIO OTHERS

57

2432

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WHICH WAS THE LATEST ADVERTISEMENTS WHICH HAD AN IMPACT ON YOU?


28%

23%7%13%

7%

21%

VODAFONE AIRTEL NIMBOOZLIMCA BINGO NO ADS

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WHICH MEDIUM OF ADVERTISEMENTS INFLUENCED YOU MORE TO BUY THE PRODUCT?


46%

20%

15%

8% 10%

TV RADIO INTERNET OOH PRINT

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DO YOU THINK TV ADVERTISEMENTS ARE MORE POWERFUL THEN ANY OTHER FORM OF MEDIA

ADVERTISEMENTS?


YES NO

11387

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FINDINGS & CONCLUSION:

• As the survey was done in Bangalore , it showed that consumers over here listen to radio only for the purpose of entertainment like music etc and the influence of ads was very less when compared to that of Television.

• This was basically because Television has an advantage of being a audio visual medium as compared to radio which is only audio.

• The study also showed that consumer bought the products after getting influenced by the advertisements from the following media i.e. TV and Radio.



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• Since the respondents whom I have targeted are basically teenagers and youth so there is a basic ignorance by them towards advertisements on radio because they usually switch over the channel whenever there is a advertisement.

• This was also because the advertisements on radio lacks innovativeness so it lacked the capability to hold a listener glued to it.

• As a result from this we can conclude that Television advertisements was more impactful as a medium when compared to Radio advertisements in having a influence on consumer buying pattern.

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RECOMMENDATIONS:

• Advertiser/Client: Both Radio & Television has its advantages and disadvantages, The advertiser needs to clearly understand his product/service, he also needs to figure out the TG and the objective of his campaign before choosing either Radio or Television.

Television being an active medium over radio being a passive

medium; at the same time TV being an expensive medium over radio being a little in expensive media, both the medias can be chosen to its advantage.


• Media Owners: Radio needs to innovate more as a medium to overcome its disadvantages. Radio has been seen to innovate less as compared to other mediums, due to inflexibilities, the owners on the other hand, need to figure out ways to increase the reach and impact of their medium.

Television on the other hand need to handle the increasing

clutter of advertising in their medium. Increasing clutter leads to lesser impact of the advertisements on their medium which might be a threat to their medium. Effective placement of spots in the medium, can be used to over come such a problem.



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• Agency: who develop plans and strategies for the advertiser, needs

to use a mix of both the medium appropriately in order to maximize the reach and impact. Where as they also need identify the right mix of channels to garner a higher market share.

4/6/2010

THANK YOU


Open for discussion

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