According to Buchman, Radio promotion has five distinct goals :

 Audience acquisition: Give prospective new listeners a reason to tune in.

 Audience maintenance: Give current listener a reason to stay tuned,
 Audience recycling: Give listeners who must tune out a reason to tune in
again later.
 Sales promotion: Give advertisers a reason to buy time.
 Internal promotion: Generate excitement and motivation among the station
staff.

Radio Brand Promotion

ON AIR OFF AIR

Promotion Promotion

Radio markets themselves in two ways:

 On Air
 Off Air

ON AIR

These are promotion and marketing activities composed by radio station’s own
content. Radio station makes its own promotion by using its broadcast.

Stationality(TOH once per hour)

Sweeper(before and after every song)

Promos of various events

Show IDs

Programming Content

Personnel(RJs’)

OFF AIR

Promotional activities of radio enterprises realized by using other media mediums

are called off air promotion. On air promotional activities are targeted at audiences
tuning to the broadcast and directed to the listener to tune in to the same radio
station again and increasing the satisfaction of listener and customer who is
referred as advertiser. Off air promotional activities are directed at wider
audiences.

Television:
Via any tv show, Telecast of award functions.

Printed Media(Newspapers & Magazines)

Outdoor:
Event promotion/RJ promotion/Activity promotion on hoardings
Internet .

Social Media:
Creating Facebook, Instagram, Twitter and other social sites profile.
Developing Website and Radio app for more content and connectivity.
Apart from that making social media based activity or contest.

Cinema :
The only medium directed at both eye and ear, with the exception of television, is
the cinema. It is one of the cheaper advertising tools that appeals to both eye and
ear.

Becoming the radio partner in movies.

Movies like tumhari sullu and Lage raho munna bhai also helps in indirect
promotion
 Screen Advertisements (Advertisements featured before the movie film)
Movie Theater Sponsorship
FoyerAdvertising (Advertising boards placed near entrances and exits)
Seat Trim
Lobby TV (advertising spots revolving on the LCD displays)
Advertising applications on the back of the ticket
Advertisements on the popcorn boxes

Public Relations:
Radio enterprises carry through their promotional activity mostly by way of
newspapers and some printed promotional material. These kinds of promotional
materials are press releases, photos, press kits and programme lists. Awards
received by radio stations, events they held, visits and activities carried through
together with university or similar educational institutes and press releases
explaining contents of the programmes are public relations tools.

Event Marketing:
Radio stations are also carrying on promotional sponsorship of gigs and events of
singers and popular DJs for the purpose of reaching their listeners on the street.
Apart from this becoming partner in various national international award function
and city based event.

Cross Promotion :
Ex: In Pune Radio city welcomed redfm in the same building
In delhi RJ Raunac of RED fm and RJ Naved of Radio Mirchi came together for a
buzzful activity.

Merchandising :
Merchandising involves the distribution of customised station products like station
T-Shirts,customized key chains, pens, paperweights, mouse pads, wind – chill
charts, emergency phone number refrigerator magnets, cofee mugs, buttons, pocket
knives, flashlights, clocks, , umbrellas, clothing, luggage, and virtually anything
else one can imagine- all. Merchandising products help forge logo, frequency and
slogan of radio station through products in daily use.
Also;

Entertainment awards

Mirchi music awards

Social or issue based cause like light for laxmi , Happy fridges , seetibaaz ,Tede
ko seedha , jhaad dega , helmet etc

Non music content like Ramayan,Bauaa