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摘要

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。

无线电完全是一个声音的媒介,它能够唤起味觉,感觉和视觉图像,使听众充分发挥想象力。

广播广告是广告的工具之一，能有效地用于通信和定位。这是一个有效的、成功的广告的基础。广播可以有效地用于广告，因为它可以针对广大的目标群体，树立远大的目标追求。无线电善于提高对品牌和业务的认识,以帮助建立品牌形象。

但这一切只是纯粹出于学术目的。随着电视广播的出现，它的受欢迎程度超出人们的想象,人们对广播广告的喜爱瞬间下降，这是与营销人员的目的相契合的。和其他媒体相比，这导致电台广告支出比例的急剧下降。

但随后，随着全世界政府秩序实行自由化和私有化，在印度，直接影响了无线电广播的变化。许多公司开始调整业务实施，建立公司，进入调频广播业务时代。

Executive Summary

Advertising in general expresses the positioning. Powerful advertising is the result of powerful planning. Great ideas and great ad campaigns don't just pop out from no where, they are built on the key communication points that motivate sales.

Radio is entirely a medium of sound, which evokes smells, sensations and visual images which brings the listeners imaginations into play.

Radio advertising is one of the tools of advertising which is effectively used for communication and positioning. It is one of the foundations for effective and successful advertising. Radio can be used effectively for advertisement since it can target the large audience because of its high reach. Radio is good at increasing awareness about the brand and business and helping in building the brand image.

But all this was only for pure academic purpose. With the advent of television radio lost its popularity and thus its purpose with the marketers. This led to sharp declines in the proportion of advertisement spending on radio as compared to other Media.

But then came the governments order on liberalization and privatization. This brought about loads of changes in the world of radio broadcasting in India. Prominent and established companies entered the business of FM Broadcasting.

FM broadcasting has breathed a new life into the medium of Radio in the past few months. Could radio now think this as a new phase of its life or a re-birth? Of course yes, people are today talking only Radio---- Radio Mirchi, Radio City, RED, Go and WIN. One will find people with radio sets of different shapes and sizes listening to their favourite music on roads, in hotels, even the bidi shops aired on any of the music channels. The radio channels are now vying against each other to provide their best to the listeners

However one can see that although radio is an excellent medium it has been used to its full potential and various efforts should be taken to improve it as with proper direction radio can reach heights as it is the cheapest and a very good medium.

Objective

Through this project my objective has been to understand the following

* To find out about the current scenario of the radio industry.

* The reasons for a stunted growth of the industry

* The various steps in radio advertisement

* Realizing the needs and wants of consumers and fulfilling them

* What the various radio stations have to offer the masses.

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