384wa1 - Radio With the escalating cost of advertising on...

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Radio With the escalating cost of advertising on television and the growing unpredictability of the viewing habits of the TV audience, advertisers should turn to radio's untapped potential in reaching target audiences and in offering new creative options. Radio is an efficient medium because of its ability to target audiences specifically. With the limited divergence of radio listeners’ usage habits, conveying the right advertising messages to the right audiences is very promising. Radio advertising in general costs much less than other advertising mediums such as television, making it an appealing choice for smaller businesses that may be operating on a limited advertising budget. In addition a good radio ad will grab the listener's attention, many times with a catchy jingle or a clever radio personality. Radio ads engage listeners by having a 30- or 60-second story, keeping the product or service being sold at the forefront, covering all the key points in an well-organized and entertaining way, giving way to the listeners imagination throughout. With the help of radio’s mobility, radio has the widest exposure compared with
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This note was uploaded on 04/23/2008 for the course COMM 384 taught by Professor Martin,robertpau during the Fall '07 term at Pennsylvania State University, University Park.

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384wa1 - Radio With the escalating cost of advertising on...

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