Tuning in the RJ
For any consumer electronic and durables company, Radio will always be an important part of the media mix, and with the effective use of RJs and catchy jingles, can help in brand recall, says Sanjay Chitkara, Head-Corporate Marketing, LG India Q] How important is Radio as a communication tool for your brand? Radio is an important tool in the overall marketing activity of the company. It is an effective medium for consumer electronic and durables, as it ensures capturing larger audiences. An appealing jingle also can penetrate faster and drive listeners to going for the promotion. The aim of radio promotions is to drive the maximum sell-out within a specified period of time. It is a ‘push’ direct response advertising approach and helps generate greater ROI. Q] How does Radio score over other media formats? Radio is comparatively a more cost-effective medium of promotion. A popular radio channel playing the product advertisement leads to value addition for the product. Also, brand advocacy by popular RJs can boost the credibility of any product or brand. Q] What is Radio’s constitution in your media mix? Are you looking at upping your spends? Radio advertising has a marginal share among main media like television and newspapers. Our budget for Radio has more or less remained the same as compared to last year. Q] What’s been the most innovative Radio campaign undertaken by your brand? This year, apart from regular spots, we have utilized Radio for various events like the launch of EverCool refrigerators, LG Tech Show, G2 Mobile phone, to name a few. The format was to invite RJs to the launch and capture bytes of various senior LG officials. The aim was to capture the excitement of the product and also to inform its availability to listeners. The response was quite good. Q] How do you think Radio can be utilised better as a marketing tool? Radio advertisements drive consumers to remember messages differently, for instance, they remember their favourite jingles. Attractive and emotional radio advertisements can drive faster recall and recognition of the message too. Q] How do you rate innovation and customization on Radio versus other media? Radio is excellent medium for tactical promotions. Also RJs are strong influencers and brands can leverage the same while highlighting the USP of products. They can help brands to engage the audience, with a help of a cause or a theme. Radio advertisements are cost-effective and influential for listeners, provided right strategies are adopted. Q] How do you use Radio during your festival campaigns? Festive radio promotions are used to convey offers that encourage listeners to act/respond. Most urban commutersprefer Radio as their source of mobile entertainment. Radio messages propagating promotional offers elicita quick response. Q] Does Radio help connect with not just the masses but also the classes? Yes, it does. Many listeners are loyal to some stations, because of their shows and RJs. NoteBook: Radio
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