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Radio Advertising

Radio Branding

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All about Radio

In spite of all the changes in last few decades in the era of advertising world, Radio still remains the powerful and most effective advertising medium. Radio has come a long way since it has first started and made itself eternal. Radio ads reach a large no. of potential consumers and give businesses an easy and cost effective way to get brand recognition as well as measurable results.

Why go for Radio Advertising

Among the many other reasons to choose radio as an advertising medium the most likely is Radio is everywhere, in the car while travelling, in houses, at work, at grocery stores while shopping and it proves to be an efficient way to reach its targeted audience.

As a traditional advertising medium it will always make a difference for being local, hometown radio stations connects with local consumers with live broadcasts, familiar on-air personalities, and in-person promotions.

Radio advert leave its mark on the listener’s mind. It is a lot more effective than you think, an effective audio creative can easily indulge its consumers and establish a brand in his conscious.

Radio is the most creative of all, radio ads can be funny, witty and attention grabbing, it can build a brand and stay with the listener for a longer period of time.

What makes radio advertising more appealing is that it is an affordable medium. When you compare the broadcast, production cost, targeted audience, and the coverage, it is great value for money.

The most important of all, it works. The reality is when radio advertising is effective and captivating, it works and generates an unexpected results. According to the research over 64% people in India listens to FM radio each day. And with numbers like these, radio advertising will continue being eternal.

The ample of Advertising options in Radio

  1. FCT (Free Commercial Time): FCT is the primary form of advertising on Radio commonly known as Radio Commercials in which Radio stations have fixed time slots to advertise in. Further the time slots are classified as:
    • Prime Time: In radio broadcasting there are basically two prime times, morning drive from 7 AM to 11 AM and evening drive from 5 PM to 10 PM. These two drives are considered a peak time due to the increased number of radio listeners in morning and evening.
    • Non-Prime Time: The afternoon time from 11 AM to 5 PM is usually considered a non-prime time due to comparatively lesser number of listeners during this drive. However talk shows and podcasts are played in this slot.
    • RODP: RODP is run on day-part. In RODP the whole day is divided into equal time slots in morning, afternoon and evening drives so that a different type of programme can be placed for that particular time period.
    • ROS: ROS is run of schedule. In ROS the advertising time is allocated where it seems fit during the entire day.
    • Alternative days: Radio gives the flexibility to plan a campaign as it may seem fit to your brand and budget. The ad can also be played on alternative days or even skipping two days in between or just on weekends.
    • Multiple jingles: There can be more than one audio creative to ensure the maximum creativity to sum up all the requirements in same cost.
  2. RJ Mentions: Popular RJ’s talking about your brand during the run time of a specific programme is a cherry on top. The famous RJ of a particular station spends 30-45 seconds talking about your brand.
  3. Sponsorship Tags: Sponsorship tags are a great way to establish your brand and achieve additional credibility in the market. Sponsorship tags build a brand by associating itself with a radio station’s programme.
  4. Time check: It is one of the easiest type of radio advertising which helps in building a strong image of your brand by sponsoring time check. Time checks are the best option for long term advertisements.
  5. Roadblock: Roadblock in an advertisement form in which the campaign would run exclusively across the specific radio station hence it is an effective way to gain brand awareness.
  6. Contests: Contests on radio are a great way to get user attention and engagement. An innovative and interesting radio contests are organised to get best responses from the listeners.
  7. Interview: Radio is a one-on-one medium due to its ability to communicate with listeners. Radio interview is an interactive session which allows the advertisers to express facts and opinions on their brand so the listeners can form their own opinion. An interview can take place in the studio or over the phone.
  8. Studio Shift: Studio shift is a concept which involves broadcasting a particular show outside the radio station generally at the location selected by advertiser or their office thus bringing radio closer to its listeners and target audience.
  9. RJ Visit: In RJ Visit the Popular RJ’s of a specific radio station visits the advertiser’s commercial location.
  10. Digital Promotion: All the popular RJ’s are active on social media having fan following in millions, hence a post on their social media profiles proves to be great way of brand awareness and building consumers.

How to get started

Radio is very measurable medium, and works best with correct and processed workflow which we provide with effective techniques. Mentioned below is the process required for a successful radio campaign:

  1. Share your requirements: Approach our efficient planners and executors and share your requirements for a campaign.
  2. Plan the campaign with us: We will assist you in terms of choosing radio stations, right ad format, audience reach, frequency of ads, ad length, campaign duration and time slots to have a successful campaign on-air.
  3. Receive the best quotes: We provide lowest assured rates with best services for Radio Stations across India.
  4. Get the audio creative produced: Leverage your brand’s creativity with our excellent team and produce the audio creative with us, completely free of cost, if billing exceeds Rs 30,000.
  5. Go Live: See your brand hit on-air within a bare minimum timeframe and achieve a grandstanding response.
  6. Track a campaign: Receive log reports during the campaign period.
  7. Receive proof of execution: Receive Broadcast Certificate after the completion of your campaign.

Time slots to advertise on Radio


Time Zone


7:00 AM – 11:00 AM

Morning (Prime Time)

The morning time band is considered a prime time and is highly recommended for advertisements due to the increased number of listeners over radio in morning. The cost involved in prime time is slightly higher than usual.

11:00 AM– 5:00 PM


The Afternoon time band is considered a non-prime time due to its lesser number of listeners comparatively. The cost involved in this slot is less than prime time. Music shows and major podcasts are played in this slot.

5:00 PM – 10:00 PM

Evening (Prime Time)

The evening slot is again considered a prime time and recommended for advertisements because the more number of commuters listen to radio in the evening. The rates involved are same as morning time slot.


Equal Division of Ad slots in Morning, Afternoon & Evening drives

RODP is Run of day – part. In RODP the advertisement slots is divided equally in morning, afternoon and evening time band.


All Day

ROS is Run of Schedule. In ROS the advertising time is allocated where it seems fit during the entire day. The cost involved is usually the lowest of all.

Popular RJ’s in India

Radio Jockeys are the faces behind the voices who makes you laugh in your homes, giggle in your car and make your dull day bright by bringing music to your ears. Here is listed some of the most prominent Radio Jockeys in India:

RJ Name

Radio Station

Show Name

RJ Jeeturaaj

Radio Mirchi 98.3, Mumbai

Hi Mumbai

RJ Malishka

Red FM 93.5, Mumbai

Morning No 1

RJ Dhvanit

Radio Mirchi 98.3, Ahmedabad

Hi Amdavad

RJ Anurag Pandey

Fever 104 FM, Mumbai

Picture Pandey

RJ Disha Oberoi

Red FM 93.5, Bangalore

Morning No 1

RJ Balaji

Big FM 92.7, Chennai

Take it easy

RJ Naved

Radio Mirchi 98.3, Delhi

The Naved Khan Show

RJ Raunac

Red FM 93.5, Delhi

Main baua bol raha hoon

RJ Sayema

Radio Mirchi 98.3, Delhi

Meethi Mirchi

RJ Archana

Radio City 91.1, Mumbai

Kasa Kai Mumbai

RJ Salil

Radio City 91.1, Mumbai

Kasa Kai Mumbai

RJ Neelesh Mishra

Big FM 92.7, Mumbai

Yaadon ka idiot box

Why hire an excellent planner?

“The name says it all”

Excellent Publicity is an emerging and fastest growing advertising agency headquartered Ahmedabad with branch setups in Mumbai, Pune & Rajkot started its journey in the year 2012. Excellent Publicity is the one stop solution to provide best services to have remarkable radio campaigns all over the nation. We have as many years of experience in media buying, planning and execution and can provide high quality services with comparatively lower rates. Team Excellent has served thousands of clients and helped them in promoting their brands and reach the target audience successfully.

We deliver plenty of options to choose from various ad formats in every Radio Station in India so you can create radio advertising campaign that best fits your message, brand and budget.

Team excellent is a talented and well experienced group of people who provide a focused and to the point assistance to their clients and works with the motive of providing high quality services that combines creativity and value pricing.

It’s a matter of concern for us to have the execution transparency for a client, hence we deliver the log reports during the campaign and broadcast certificate after the completion of the campaign.

So what are you waiting for, the best radio advertising plan is just a few clicks away.

For more details, contact us or write us at inquiry@excellentpublicity.com.