A Study on Challenges of Radio Advertising on the Marketing of Goods and Services with Special Reference to Coimbatore City

Abstract

This study explores the challenges associated with radio advertising in the marketing of goods and services within Coimbatore City. As radio remains a significant medium for reaching diverse audiences, it faces increased competition from digital platforms and changing consumer behaviors. The research analyzes the effectiveness, cost efficiency, and consumer attitudes towards radio advertising. A survey conducted with 110 respondents in Coimbatore identified vital challenges such as audience fragmentation, the rise of digital media, and ad-skipping. The study concludes that radio advertising still holds value but requires strategic enhancements to stay relevant in modern marketing. Radio faces challenges in marketing due to the fragmentation of public attention from digital media platforms, individualized content selections from podcasts and streaming services, and the increasing use of voice-activated devices for information and entertainment. Digital marketing offers more accurate analytics, raising concerns about radio efficiency and investment return. Additionally, the rise of smart speakers and voice-activated assistants is changing how radio functions in the marketing mix, making it more difficult for radio to stay relevant and reach listeners.