Presentation Radio1

8/3/2019 Presentation Radio1

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SYNOPSIS OF THE PROJECT

TITLE : IMPACT OF ACTIVITIES/EVENTS ONRADIO LISTENERSHIP.

By

PANKAJ SHARMA

PGDM (10-12)

UNDER THE GUIDANCE & SUPERVISION OF

Mr. Ali Abbas Prof. Brijesh Awasthi

Station Head Prof. Rajesh Sharma

Radio Mirchi, Jaipur UIMS, Jaipur

UDAI INSTITUTE OF MANAGEMENT STUDIES

SPL-6, PHASE IV, SITAPURA INDUSTRIAL AREA

JAIPUR, RAJASTHAN.


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Introduction

FM Radio Stations carries out a number of on groundactivities -shows its presence by sponsoring the activities.

Objective behind the Radio events & Activities brand

presence & build brand image.

BTL Advertising -very cost effective and conveys the

message very effectively.

Untraditional advertising catching speed- People place

more weight on their with brands and products than on

ads.


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Continued..

Ability to block advertisements is on the rise as well-

rise ofengagement advertising to create 360 brand

experiences.

And event & activities is one of the form of

engagement advertising.

By this point it is clear that on ground activities help

to relate a brand with the people .

But how and to what extent this research will

explore.


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Objective of the Research

To Study the impact of campaign.

To determine whether these drives helps to

increase the listenership or not.

Comparative analysis of FM Channel.

To standardize the questionnaire for studying

the campaign effect.


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Sampling Methodology

Universe: Jaipur City.

Sample Size: Sample size is to be restricted to 120

respondents, which comprises of

mainly people from different locationsof Jaipur city.

Sample Unit: Respondents will be the listeners of

FM channels.

Statistical Tool:SPSS ( Statistical Package for social

science) and MS Excel.


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Hypothesis

Null Hypothesis :

H

o

- These is no significant effect of campaigns

on Radio listenership

AlternativeH

ypothesis:

There is Significant effect ofCampaigns on

Radio Listenership


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Research Design

Causal Research & Exploratory.

The research will be causal as well as Exploratory

in nature.

The sources of the information would be both

primary as well as secondary. Structured

questionnaire will be the source of primary data.


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Statistical Tools

Reliability Test:

To check the reliability of the scale.

Normality Test:

To test that data is normally distributed or not.


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TOOLS FOR DATACOLLECTION

PRIMARY DATA

Observation

Personal discussion

Visit of different department

Questionnaire

SECONDARY DATA

Annual ReportWebsites

Research Paper

Books

Journals


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Profile of respondents

As the research was carried out on listenership

so all the respondents were listeners of Radio

Age Group: 14-38 years.

Gender Proportion: 67% male and 33%

female


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Data Analysis & Interpretation


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Normality of Data


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Reliability Test


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Findings


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Continued..

The research concludes that there is a positive

relationship between activities and listenership people

get motivated to listen a particular channel.

Events and activities also increases the brand value of a

particular channel and helps a channel to increase their

brand recall.

Radio Mirchis recall is maximum as compare to other

Radio Channels - conducts maximum number of events

and activities


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Recommendation

Activities should be carried out at a regular interval of time that

will maintain and increase brand value, brand Recall and

listenership

Location plays an important role to make a event/activity

successful so one should be very careful while choosing a

activity.

Gathering determines the successfulness or failure of an

activity

it should be chosen very carefully.


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Continued

Gifts also play an important role in an event so

gifts should be interesting and attractive.

Activities should be conveyed to the target

audience through different mediums before 1

week to ensure satisfactory gathering.

So sponsors should be chosen considering the

theme of the event.


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Bibliography

Website and webpage www.radiomirchi.com

www.afaqs.com,

www. exchange4media.com

www.wikipedia.org,

www.blogs.com Magazine & Newspaper Articles

Danik Jagran, Jaipur daily publication

Pitch, Monthly Magazine

IRS publication for the year 2010 and 1st

quarter of 2011 Books

JC Levinson, Handbookon guerrilla marketing

CR Kothari, Research methodology, new age publication,2008


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uestions

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