Rad Branding Research Paper

CHAPTER ONE

GENERAL INTRODUCTION

1.1 Background of Study

In the olden days, drums and other form of communication means were used to transfer messages to the people. Technological advancement has brought to bear radio transmission enabling free flow of information to the target audience and the landscape has seen an increase in the time people spend with entertainment during their leisure times (Zillmann and Vorderer, 2009). Communication is cardinal to the growth and prosperity of industries. It bonds the relationship of organizations and makes sure that organizations maintain their effectiveness. It gives people and organizations the opportunity to learn new things. Radio broadcasting has been in process of change as more and more innovations are being incorporated to make listeners satisfied. Broadcasters are employing divergent ways of rerun out of business and to be able to cope with the digital media competition and putting strategies in place to make their brand first choice among the brands. Radio stations that play music have differentiated themselves from each other due the kind of music’s that are being played. This strategy gives each station a particular type of audience (Nyre, 2008).

Consumers make the intention to use a specific brand based on careful evaluation of certain variables on which future decisions are made (Laroche and Sadokierski, 1994; Laroche and Zhou, 1996). However there are indications that not all brands do well in the market as they should. One such barrier to effective performance is that most organizations do not have clear set of values with which to identify their brands to in order to influence consumer decision when they assess the market. According to Teng et al. (2007), making a choice in favor of a particular radio station, an individual has to make a thorough assessment of all the brands available to his reach before making a