'Radio is dead, long live radio' - so said the campaigns at the beginning of the decade. However fm radio in india attracts a lot of listeners and there is a definite opportunity for marketers to reach out to audiences using radio. That is what I wrote to a question asked to me on quora.
"How effective are radio campaigns for Internet consumer products in the Indian market?"
Radio campaigns are extensively used in most major cities in india and are considered to be effective - particularly for branding . Reasons being -
1. More the traffic , more the radio usage - traffic travails in every major city are well documented.
2. Indians love music - so radio usage will happen and increase.
3. Radio for better attention - since users are hooked to the radio , greater probability of users listening to jingles etc.
4. Comparatively cost effective
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