Radio in India as of now is considered to be the last preference of most advertisers.
The usual reason's I've heard from sales teams are "The client does not like the music we play" or "The client is not a radio consumer himself"
Well.. my usual answer is "The client is not the target group for his own product too".
Radio is a mass medium and a common man's source of entertainment, if the client wants to sell to the common man, he should use radio.
As with television. radio listening is not active. You need to sit in front of the TV leaving aside all you're doing.
Radio on the other side, is passive listening. It happens in the background. You keep on doing what you are doing and yet enjoy the radio.
Usually a person prefers radio while he/she is alone. It gives company to them.
Soon it becomes a companion and in a way their friend. A friend who never complains about anything and is always there for you at any time.
So.. if you wanna sell to the common man, you should plan radio as a serious part of your campaigns.
Its worth the money.
