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Get in your car, start the engine, put on your seat belt, you lean forward to turn on your radio to the news, or music to your favorite radio station. The radio is placed in dashboard of your car. You know that the radio is on because you see the light on the front face of it lit up, you know that it is working, because you hear sound coming for the speakers in the car. As you start traveling to your destination your head begins to either nod, or move your head up, down to the music or nodding in agreement with the news reporter's report. Imagine getting into your car, silence there is no radio to listen to news, or music on those long rides home or to work, what would you do then. Some of us probably would freak out, because silence would be deafening, we could not function. On the other side of not having a radio, our minds would be less cluttered, you will focus more on driving safely, which is the most important issue anyway. Let's figure out what is a radio? How is the radio made. What purpose was radio's created. Why do we need radios today, and there uses. What is a radio? A radio is a device that sends, receives electromagnetic disturbance which travel through any medium (a channel to transfer some kind of information or electric wave, between a sender or a receiver) or substance. The medium is the radio itself. Ex. Radio sends information to you (receiver). Radio was introduced, back in the early 1800's to early 1900's, many different men, tried their hands at making the radio. But a man named Guglielmo Marconi who was an inventor, was working to build a commercially working radio, he was the first one, trying to send a radio message across the Atlantic Ocean from England to Newfoundland. He was trying to send a voice message, instead what was received was Morse code. Morse code is sounds or lights, that can be transcribed into letters of the alphabets, then converted into a message(s). A few years later in 1906, the first voice message was heard, when some ships, radio operators were listening for the regular radio messages, heard something totally different, someone was actually speaking, that person was calling in a different code, that no one understood, because it was not Morse code. They presented the code to a professor Reginald Aubrey Fessenden, transferred or conveyed the message from a small radio station in Brant Rock Massachusetts. The radio went through many designs and changes to make it better, the military found that using the radio was of great value to them, so that they could send information to the troops in the field of battled. With a few more changes to the radio, it was at lasted put into production for public consumption in the 1920's. In those early years there were 3 major radio companies, who were doing all of the broadcasting, at least in America, they were ABC (American Broadcasting Company), CBS (Columbia Broadcasting System), NBC (National Broadcasting Company). President Franklin D. Roosevelt, used the radio in the 1930's to early 1940's to speak to the American people, about the state of the government. President Roosevelt spoke on issues that affected our country, unemployment, drought, and his plan the New Deal. The New Deal was to promote social, economic recovery. The president also spoke about issues in Europe, keeping the American public abreast, of his thinking processes. These radio messages were named the Fireside Chat to the American people. The president did not actually sit next to a fireplace or fire. The radio was used for many purposes, providing people with news, entertainment, sports broadcast. Later as the radio, became more popular, other programming was later as well. WHY RADIO: Cumulus The Power Of Radio http://www. cumulusradio.com Radio Is The Most Cost Effective Branding Available Period: " No Media Reaches More People More Often For Less Radio is the dominant out-of-home media in the US, reaching 93% of your local consumers each week. Among the thousands of commercial messages that these consumers are exposed to each day, radio advertising is unique: it reaches consumers when they have little else to distract them. In fact, the engagement levels for radio advertising (the percentage of people who actively pay attention to the ads) is by far the highest of any mass media. This impact is magnified by the emotional and motivating power of audio. Numerous studies have demonstrated that the connections made through audio messaging have more impact on consumers than either video or print. Because radio listening is extremely habitual, the medium reaches the same consumers with greater average frequency than any other media. Finally, radio is the most affordable mass-market media available. Compared to the cost of reaching a similar sized audience with the same frequency, radio advertising costs a fraction of other local media." Why Use Radio http://radio.bauermediaadvertising.com/why_radio/ "Why Use Radio? 1. Radio offers efficient targeting: Radio targets audiences efficiently because different stations attract different listeners � Kerrang listeners are worlds apart from Magic listeners etc. his allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio�s regional/local structure, which means that brands can focus their activity very effectively onto key market areas. 2. Radio reaches people at relevant times and place: Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key �touchpoints� � when they are on the school run, surfing the internet, before going out on Friday nights, and so on. And now that radio can be heard on mobiles, on the internet etc, these touchpoints are becoming even more widespread. Research shows that advertising which is relevant to a listener�s other activity is over 60% more likely to be recalled. 3. Radio reaches out in an ad avoidance world: Research shows that radio, together with cinema, has the lowest level of advertising avoidance � people rarely switch stations, and are available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertising who want to reach out to new customers, or to tell existing customers something they didn�t know. 4. Radio has a �multiplier effect� on other media: Radio�s way of multiplying the effect of other media is a feature of multi-media research studies. The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV, and since then the finding has been re-echoed in the joint OAA/RAB study into radio & outdoor, and also the US RAEL study into radio vs print. Radio�s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain. 5. Radio creates a large �share of mind� for a brand: In the same that radio stations create chart music success, they create a sense of ubiquity for a brand. This is for two main reasons � firstly, because radio ads are on frequently, and secondly because listeners tend to spend so long listening (on average 14 hours per week). A brand which is big in radio can create a disproportionately large share of mind for itself. 6. Radio drives response, especially online: Radio has always been a strong �call-to-action� medium, and this is even more true in a world where consumers access brands via the internet. Recent IAB/RAB joint research revealed that at any given time a fifth of internet surfers are listening to radio � so they are a click away from interacting with a brand. 7. Radio is �a friend�: Listeners use radio for emotional reasons � to keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in. It is even more powerful when advertising extends through into branded content � sponsorships & promotions. When a radio station presenter talks about �our friends at Company X�, the listener is hearing about a friend of a friend � this has a strong effect on bringing a brand closer." Who knows where radio is headed for in the future, the only thing we could do is to keep listening. References Cumulus The Power Of Radio http://www. cumulusradio.com Radio Is The Most Cost Effective Branding Available Period: Why Use Radio http://radio.bauermediaadvertising.com/why_radio/ Why USE RADIO

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