Radio Communication has Advantages and Disadvantages:
==Advantages==
* A universal medium. Can be enjoyed at home, at work, and
while driving. Most people listen to the radio at one time or
another during the day.
* Permits you to target your advertising dollars to the market
most likely to respond to your offer.
* Permits you to create a personality for your business using
only sounds and voices.
* Free creative help is usually available.
* Rates can generally be negotiated.
* Least inflated medium. During the past ten years, radio
rates have gone up less than other media.
==Disadvantages==
* Because radio listeners are spread over many stations, to
totally saturate your market you have to advertise
simultaneously on many stations.
* Listeners cannot refer back to your ads to go over important
points.
* Ads are an interruption to the entertainment. Because of
this, radio ads must be repeated to break through the
listener's "tune out" factor.
* Radio is a background medium. Most listeners are doing
something else while listening, which means your ad has to
work hard to be listened to and understood.
* Advertising costs are based on ratings which are
approximations based on diaries kept in a relatively small
fraction of a region's homes.
* Not as fast as using a phone; could take a little bit.
* The line could get fuzzy, or not clear.
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