What about other POINT OF PURCHASE? Are we convinced that shoppers and customers have more time to read posters, streamers, flyers or other similar forms of POP? Try to observe, even there are signs like entrance and exit, pull or push; a lot of people still, make mistakes & do the other way around. A lot of times, shoppers tend to ask the sales person on promos even there are signs or posters facing them. This means that people don’t have much time to read especially when their main focus in entering a commercial place is to buy what they need (refer to the history of cadio in 1992 at Duty Free Phils. in the next page)….. Is audio or cadio advertising done in a narrowcast coverage & a public captive market approach better than the said medium?
Cadio came from the concept of broadcasting. This is the time and place when a message is heard in a narrowcast coverage. The main source here are the cables. These are the cables of the ceiling and wall speakers. This process and system of dissiminating messages is called narrowcasting. Cadio doesn't use large broadcasting transmitters. TV & radio broadcasting uses cables and transmitters to narrowcast a message to a particular place or group of targeted market and make something known to the public. YourDictionary says that narrowcast is to transmit, as by cable, programs confined to the interests of a specific group of viewers, subscribers, or listeners, such as physicians, businesspeople, or teenagers. Likewise, cadio uses cables of ceiling and wall speakers bringing music, information and entertainment programs to the interests of specific groups inside a narrowcast coverage (also commercial establishments). The main example of narrowcasting was the installation of the cabvision network in London's black cabs which show limited pre-recorded television programmed interspersed with targeted advertising to taxicab passengers. Unlike the cabvision, cadio music and commercial programs are in FM broadcasting sound format. Based on wikipedia's article on cabvision, it is said that this innovation started in 2000 (cabvision on Wikipedia). Going back to cadio, before the name was given, the concept of it was first called "radio type booth" in the early 80"s in Makati Cinema Square Philippines. Then in 1999 it was named cadio bringing the two words together, cable and radio; because the sound of it when heard over the ceiling speakers of a narrowcast coverage is like an FM radio. Besides, around 90% of all the FM radio audio systems and devices are also what cadio uses. Why cable? Because to come-up with an FM radio sound, cadio needs cables to narrowcast. Unlike radio, it uses around 80% transmitters and radio set receivers. Check cadio history in a Philippine Newspaper article, Manila Bulletin and discover why cadio came first before cabvision.
If the Philippines have only the capital to promote and support its people's concepts, innovations, inventions, and having the right people to deal with, cadio could have been the main reference of narrowcasting not cabvision.
In this case, CADIO device and system is the FIRST one to do the NARROWCASTING and first batch of CADIOjocks like Andy Gold, Big Brian, Rick Stryker, John Lemon, Mark Detail and Cris Cross were the FRIST batch of NARROWCASTERS.