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In such a scenario, where the cheapness of radio is likely to ensure that the bulk of radio advertisers are those that go for a one-city-local-audience strategy, greater reach may not necessarily translate into a marketing advantage. Ultimately content and packaging will be the king.

However, what will spell out the difference between success and failure will be neither size nor niche. It would be just plain old quality of programming and the explosion of contests and sweepstakes offered by the Radio Stations currently. One aping the other is an honest testimonial to justify this statement.

In the end Radio offers tremendous opportunities for advertisers and media planners need to explore various options by which they can effectively use radio in their media mix. Conversely, broadcasters need to develop the market by being more responsive to the advertiser's needs. This will provide an opportunity for the market to arrive at the final verdict on the effectiveness of the medium.

Terms and conditions:-

T Minimum acceptable radio spot/ commercial duration will be 10 seconds.

T In case any programme, which is being offered in this package, gets discontinued, the advertiser will move the spots to the programme replacing the discontinued programme in the same rate category.

T To ensure proper and timely release of the spots, release orders should be given to MBPL through Star India Pvt. Ltd. At least 2 weeks prior to the date of airing of the first spot.

T All bookings are subject to availability at the time of booking. The agency/advertiser must provide DATS at least fifteen days prior to first spot airing date. The sponsorship material must be sent four weeks prior to start date of the sponsorship of any programme.

Bibliography

While working on this project I visited some of the radio stations and they gave me some information

However to support the same I have done some most of the research work from the following text books:

§ The advertising handbook by Dell Dennison

§ Direct Marketing Management by Mary Lou Robert and Paul Berger.

Newspapers and Magazines

§ Times of India

§ Economics Times

§ Business Standard

§ Financial Express