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

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. This study is sought to determine the awareness of Business Sectors in Kuching towards radio as a medium of advertising and to analyze the potential market for radio advertising in Sarawak. The advertising should put more effort in giving complete information to owner ofthe businesses as well as to creating business opportunities through it. The recommendations were proposed on general opinion regarding the impact of advertising technique upon their business which subject to certain aspects ofthe business such as nature of business, types of business, its environment and target market. This hopefully be able to increase sales and generate more revenue to the advertising agencies.