The awareness of radio advertising among business sectors in Kuching City / Halimah Othman

• Main Author: Othman, Halimah
• Format: Student Project
• Language: English
• Published: 2002
• Subjects: H Social Sciences (General); HE Transportation and Communications; Advertising
• Online Access: https://ir.uitm.edu.my/id/eprint/73094/1/73094.pdf; https://ir.uitm.edu.my/id/eprint/73094/

Radio is an extremely valuable advertising medium that provides the targeting capability and reach opportunities that large and small advertisers require. Options provided by the unwired networks further the flexibility to deliver broad, but still well defined, audiences for advertisers. Though radio has tremendous potential to effectively reach and influence consumers, it is greatly underutilized by most companies, particularly larger advertisers. The latest study done by AC Nielsen on radio advertising in West Malaysia shows that the popularity of radio is on the rise due to the pessimistic outlook in 2002 has caused more advertisers to move to a cheaper alternative such as radio and print. And no such study is being done in Sarawak.