Radio advertising set to climb

[icernet-admin at listserv.cddc.vt.edu]

Advertising on radio in India is bound to increase with a new realisation
about the medium’s potentials and a decline in regulations surrounding it,
much like what has happened in the western countries, according to Steve
England, the radio-advertising guru of the UK. “Radio enters your personal
space like no other medium. The kind of relationship you develop with the
‘anonymous’ jockey and the trust you put in the medium vis-a-vis others is
different,” England said. Explaining that the key to successful advertising
on radio was to be different to make a commercial outstanding, he said one
needed to ‘break the rules’. Unlike other mass media, one needed different
scripts to outline the ‘ten’ details about the product being advertised.
Most importantly, the commercials needed to be reviewed regularly. 

Source:
http://www.business-standard.com/today/story.asp?Menu=2&story=24468