Impact of FM Radio Advertising on Listeners in Mumbai (Paperback)

The research approach is based on finding out communicative effects of advertising which has considerable influence on the Upper and middle class consumers. The object of the study is to understand FM radio advertising, its effectiveness and finally assessing its impact on Upper and middle class consumers in the society. The study also focuses on another side of objective which is based on finding out advertising effectiveness rather than communication effectiveness. To measure advertising effectiveness and audience responses the study has also undergone in detail to assess campaign's impact on the listeners. The study is directed to bring improvement in advertising and its promotional planning process and thereby better understanding the goal and objectives of the study, this usually, results in improving advertising communication and maintaining better relationship between the manufacturers and consumers, clients and agencies.