Analysis

Radio Advertising

Definition: Radio advertising is a form of advertising via the medium of radio. Airtime is purchased from a station in exchange for airing the commercials.

Advantages:	Disadvantages:
Reach large audience Radio is very popular. Almost every home has one. Daily millions of people are listening to the radio. So it can reach large audience.	Lack of visual Radio only contains sound. It do not contain any visual. So it can’t convince people by visual elements.
Cheaper Radio advertising is cheaper than television advertising. Many small businesses do not have the budget to use television advertising but can afford radio advertising.	Hard to track It's impossible to know exactly how many people are tuning in at any given time.
Easy to handle Since radio this media only contain of sound effect. So the producer need not to concert about the visual of the advertisement.	Time Limited People don’t listen to the radio all the time. Radio advertisement can only reach people at certain times of the day.
Convenience media People can listen to radio anytime and anywhere they want. No matter on the way to work, when they wake up, while at work or going shopping.	Limited content Radio as a broadcasting medium, is limited to selling simple concepts. It is not a detailed medium and as a result is often a poor place for prices, telephone numbers and any other kind of detailed information.
Friendly Psychological, Hearing your voice makes people feel like they "know" you. People tend to buy from people and businesses they know and trust.	Easily forgotten Radio ads are easily forgotten in a day. This is because most are jingles and people tend to remember visual than sound.
Complement Radio is a complement to another media. Therefore, other media or the advertisers can use this medium for brand recall.	A background medium Radio is called as a background medium because most of the time it is treated as a “background” when people doing other things. They only spend little time to notice what the radio is actually saying.
Good market selectivity Many of today’s radio stations have positioned themselves to reach a selective audience instead of a total market. So when the advertisement is put in a suitable station, it’s almost an implied endorsement.
Provides enough frequency Radio provides enough frequency to keep the product in the customers’ minds.