Final answer:
Radio broadcasting provides cost efficiency, flexibility, and selectivity for marketing managers, along with the ability to transfer image through sound and measure audiences in demographic terms.
Step-by-step explanation:
The question relates to the strengths of radio broadcasting as a component of Integrated Marketing Communication (IMC) with specific reference to features like cost-effectiveness, image transfer, receptivity, flexibility, unusual audience measurement capabilities, selectivity, and others. When it comes to marketing managers, radio broadcasting offers several advantages:
- Cost efficiency: Radio can be an economical option compared to other channels like television, because of its lower production and broadcasting costs.
- Flexibility: Radio schedules can be adjusted more easily, allowing for timely positioning of advertisements and messaging.
- Selectivity: Businesses can target listeners based on specific radio station formats and peak listening times.
Features like image transfer allow radio to enhance visual imagery through sound, while unusual audience measurement tools can provide insights into listeners' demographics. Receptivity of radio is high due to listener loyalty to specific genres or programs. Each of these features lends a unique strength to radio as part of a comprehensive marketing strategy.