Main Article Content
The study was conducted to determine that advertising over Radio is an effective medium of promotion. To achieve objectives of this study survey method has been used for data collection. A questionnaire was distributed among 30 respondents in Pune city. The findings of the study shows that highest preferred FM station in Pune is Radio Mirchi 98.3 FM. The study helps to determine various platforms that are used to keep people inform about the events and concerts happening in Pune city. This research study has also shown that advertising through events makes the targeted audience easier to connect with the products. The analysis of the survey shows that Radio is an effective medium for mass promotion and Radio Mirchi keeps its listeners well updated about the entertainment activities happening in Pune. It can be seen from the study that various promotional strategies used by Radio Mirchi have a greater impact on the people.