Radio builds top-of-mind-awareness by delivering high, affordable frequency (whereas print vehicles and television offer high reach but very low frequency)
Radio targets. Each station's programming mix is designed to meet the needs, tastes and preferences of specific audiences. An advertiser can skew men or women, any age cell, blue collar or high income, etc.
Radio stands alone. You won't hear your message next to your competitor's (whereas in magazines, you might even share the same page). Magazines typically contain 40-60% of advertising, which may translate into "advertising clutter" in the reader's mind.
Radio is the pulse of the community and relied upon for traffic, special events, weather and general news.
Radio offers outstanding promotion power (locally, regionally or nationally).
Radio's audience is consistent all year round
(no summer drop-off like TV).
Radio advertising influences consumers closest to the time of purchase
(as compared to television, newspaper, and outdoor).
Radio is cost efficient and delivers more advertising impressions, for the same investment, than any other medium.
Radio is the "everywhere" medium; at home, at work, in the car,
even on the beach.
Radio helps maximize your advertising through co-op by taking advantage
of funds accrued through suppliers.
Radio reaches light users of other media. It's a fact -light television viewers spend twice as much time with radio as they do with television and over 90%
of "light" newspaper and magazine readers are reached by radio each week.
Radio is a "team player" and can be added to a campaign to generate
increased reach and frequency, effectively and cost-efficiently
Radio offers an image that print and television can't. By engaging the listener aurally, radio allows them to create their own picture in their mind.