Advantages Of A Linear Model

It is an inaccurate statement, and to believe otherwise is to miss a critical distinction between the defining characteristics of two models.

The linear model or one way communication process explores the process of one-way communication, marked by the flow of information from a sender to receiver. In other words, a sender transmits a message and a receiver absorbs it, as it is. Linear model is conceived as a simple, succinct, & straightforward communication model which is capable of being used across diverse settings: from managing consumer relationships to formulating marketing strategy, from coordinating promotional elements to strategising overarching business policy, linear model finds expression in each one of those unit. Every component

The radio can transmit messages to a very large number of people pan India. AIR has coverage by area of 97 % and its reach is 97.3 % of populace. So, from advertiser’s perspectives, this is gold mine worth seizing. Besides reach & coverage, radio offers other exciting advantages: They are as follows:

Immediate sell:

Study after study and research after research proves that the radio message riffled with pitch, once emitted, regularly reaches to potential buyers merely within few hours of their largest purchase of the day. If a message is stimulating immediate purchase and urgent action on part of consumers, the efficacy of radio can’t be taken lightly. Intimacy sells/Role of imagery:

Radio lacks a visual element. On one hand, it is a limitation. But, on the other it is a massive advantage. Nothing can soothe our soul more than a sound of warm, affectionate and commanding human voice. In our personal sphere, there are moments when faceless message drives home the point; & radio is that medium that affords us private moment. It offers us much needed intimacy for it has the potential to spur innovation and unleash boundless creativity in

Electronic TV invests about 1/3 of its air-time on showing advertising & endorsements. If we compare that to radio, we soon discover that radio earmarks for about 10 minutes of advertising per hour, it devotes less than 1/6th of its time to promotions and endorsements. This clearly demonstrates that Radio is the uncluttered medium, relatively free from nagging ad interruptions.

Radio is the cost effective & flexible medium:

Radio posits clear & measurable cost advantages to marketer. It costs significantly less to advertise on radio time than to produce a commercial on TV. Announcer at radio only needs to read a script of the commercial. The message can be live, or pre-recorded. It is also important to note that, ad rates for newspaper have increased, even though circulation has plateued. In comparison, radio ads grew less than any other major form of electronic, digital & print medium.

Selectivity:

Despite great march of urbanisation, vast majority of our brethren lives in villages. This enormous cluster makes the task of a marketer simple, for he/she is able to clearly & cohesively segment and plan his/her message in accordance with geographical distribution. Advertisers can focus & fine tune their message that resonates well with the local population, who otherwise may be tuned out by standardised programmes aired on