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有关印度电台广告发展史的留学论文thesis [2]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-17编辑:felicia点击率:37715

论文字数:18465论文编号:org201408160903495775语种:英语 English地区:中国价格:免费论文

关键词:广告定位性冲击力AdvertisingPowerful advertisingmedium

摘要:本文是一篇广告学留学论文。广告通常表达出强烈的定位性。极具冲击力的广告是经过具体筹划的结果。伟大的思想和伟大的广告活动不只是一种流行的表现方式,它们更多地是建立在激励销售的沟通要点上。本文以印度为例,分析电台广告的发展史。


Research Methodology

Through this project I have made an effort to understand the advertisng tool called radio advertising which is being increasingly recognized by marketers as a powerful tool that helps in finding new customers and retaining the existing ones at a much lesser cost.


Primary Research:

The aim of primary research was to understand radio advertising as it is seen in the corporate world. To understand this I have taken two interview from different fields.


Mr. Madhav Joshi who is currently working in Leo Burnett who helped me understand what all goes into the making of a radio advertisement.


The mode of interview used was an informal one where he answered my questions on one to one basis.


Also Mr. Sudarshan Sahe the senior Marketing manager of Radio City gave me an interview and helped me in trying to understand as to how the station works and looks after the needs of its consumers


Secondary Research

The aim of secondary research was to understand as to why radio advertising has been able to grow at a considerable rate as compared to the other media.also the fall out of radio in the last decade .


It was also undertaken to understand how radio advertising is done and what re the current players in the market.


Secondary data collection method: desk research


Secondary data collection sources: internet, books, newspaper articles


Introduction

Old media don't' die! They just bounce back in new avatars. Not so long ago radio had been written off as fuddy-duddy, down market and not so cool. Television and later “new media” were touted to being the media of the future. But thanks to technology radio is making a comeback. In fact, in its new avatar-fm-radio is all set too become the hippest, coolest and most with -it medium.


FM radio is a new entity altogether and has to deal with new market dynamics. Media owners dealing with new markets will virtually have to draw up their strategies as they go along, create programming that is new, innovative and grab away eyeballs from TV sets and make them tune into their radio sets. It's a whole new challenge and competition is never far away. Ad revenues will also not be easy to come by, as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. The other challenge for radio in attracting advertisers is the nature of the medium-radio has always considered being a reminder medium. The involvement of listeners to radio is low, Vis a Vis television or print media.


However in spite of the various challenges the emergence of private FM stations is certain to increase the quantum of radio advertising in the country , much like satellite channels did to the quantum of television advertising in the country. That should open up a vast new market of consumers-100 million Indian households own an estimated 150 million radios, outnumbering television sets 3论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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