Gone are the days when advertising was considered "salesmanship in print"! Not any more! Today advertisers are equipped with very advanced technologies to reach out to desired target audiences. The rapidly changing technology has had a great effect on mass media. We have seen the media evolve from print to television, to Internet, to mobile phones and so on. In an age where advertisers are using every possible medium to spread out their message, radio is one such medium that has made a comeback on every potential advertiser’s checklists. It is interesting to see that in an age of hi-tech gizmos and changing lifestyles, radio has made a remarkable comeback sustaining great competition. Research also shows that the radio as an advertising medium has regained its credibility over recent years. Experts opine that the improved quality of service, redefined business value and refined market segmentation have ensured that radio has its own merits. Today, the status of the Radio broadcasting business in advertising industry has improved manifold. The book is a compilation of articles that evaluate the changing trends in the use of radio as an advertising tool-its rise, fall and the comeback-and talks about how to make the most out of it. The book is divided into two sections. The first section is ‘Introduction’ and the second section is ‘Impact and Implications.
ABOUT THE AUTHOR Pramod Rao
Pramod Rao holds a Mechanical Engineering degree from the Regional Engineering College, Rourkela. He has 35 years of varied industrial experience. He started his career with Voltas Ltd., where he worked in the marketing division for 18 years and held various senior managerial positions. For the next 17 years he co-founded and ran his own enterprises. He co-founded ‘Raaga Vacations', based at Connecticut, USA and 'BSO', based at Mumbai, India. These firms were involved in tourism marketing business. Later, he co-founded and was Managing Director of 'Glenridge Executives Center Pvt. Ltd.' at Bangalore which offered ready-to-use, fully furnished offices and allied services to MNCs, wanting to begin their operations at Bangalore. He currently heads Icfai Business School Research Centre, Pune.
ABOUT THE AUTHOR Ravikant S. Wawge
Ravikant S Wawge holds an MBA from Shri Sant Gajanan Maharaj College of Engineering, Shegaon. He is also a certified trainer of the Junior Chamber International, India. He is currently working as a Faculty Associate with Icfai Business School, Pune. Prior to joining Icfai, he served as Managing Editor for 'In-House News Service', Academic Director for 'Students Competency Development Program' and Secretary for Khamgaon City Chapter of the Junior Chamber. He was also the member of the board of studies of 'Shaashwat Business and Economic Research' where he had exposure to business management and economics. He also worked as visiting faculty for various institutes and taught Commerce and Management. His areas of interest include finance, marketing, public relations and socio-economic behavioral studies.
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