'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?"

Answer:

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

To see this answer, visit:
http://qr.ae/RRFpw