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Through understanding and audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses received. By conveying messages that are of significant value, audiences are encouraged to offer attitudinal and behavioral responses (Fill, 2005). Generally, promotion is used by organisations to communicate with customers with respect to their product offerings. In this sense, promotion is one side of the communication process with customers (Rowley, 1998).
These days’ people and customers are exposed to radio on FM, medium wave and long wave, three national commercial stations and some 180+ regional and local commercial radio stations...
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