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- Low production cost of an advertisement
- Low cost of airtime
-  Radio ads can be produced faster than TVs, and companies can run them more often.

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- Studies have found that radio listeners have a unique relationship with radio as a medium because they are often more emotionally connected to the radio stations they listen to.

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- Radio allows companies to focus their advertising on specialized audiences such as certain demographic and lifestyle groups.

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30-second spot average more than $350,000 and can reach over $1 million

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TV still does not offer as much audience selectivity

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Nothing tangible for the viewer to examine or consider

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Light TV audiences spend significantly more time with radio than TV and are generally a high-end market in terms of income and educational attainment.

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Light readers of magazines and newspapers also spend more time listening to the radio.

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the potential decline in effectiveness because of such clutter

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- Advertising media is the most flexible because it has a very short closing time, meaning advertisers can change their message almost until it airs.

- Produce and schedule on a very short notice.

- Radio advertisers can easily tailor their messaging to local market conditions and marketing situations.

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- Encourage listeners to use their imagination when processing a commercial message.
- Take advantage of the absence of visual elements to allow consumers to create their own image of what is happening in a radio message.

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+ Zipping: occurs when viewers fast-forward through commercials as they play back a previously recorded program
+ Zapping: Zapping refers to changing channels to avoid commercials.

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- Used in conjunction with other media, including television, magazines, newspapers, the Internet, and social media, to provide advertisers with synergistic effects in creating awareness and communicating their messages.
- Used in conjunction with many other IMC tools such as sales promotion, event marketing, and marketing related to legitimate purposes.

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- The absence of a visual image.
- Radio advertising resembles a TV ad, a message that is short and fleeting, out-paced and does not allow the receiver to control the speed of processing.

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viewers who believe it is offensive, uninformative, or shown too frequently or dislike its content

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- The high level of audience fragmentation due to the large number of stations.
- The percentage of the market tuned to any particular station is usually very small.

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- Gathering information and assessing and contracting time with even a fraction of the 11,300 commercial stations operating nationwide can be very difficult and time-consuming.

- This problem has eased somewhat in recent years as the number of radio networks and cooperative programs offering packages of several hundred stations has increased.

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Most radio stations are small operations and lack revenue to support detailed studies of their audiences and most radio users are local companies that cannot support research on listening to radio in their market.

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- Sold and distributed station by station:
+ Off-network syndication are “reruns”
+ First-run syndications are also featured

- Advertiser-supported or bartered:
+ Programs sold to stations in return for air time

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+ Affiliated stations that are linked

+ Purchase transactions are simplified

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+ Commercials shown on local stations

+ May be local or “national spot” commercials

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- Difficult to retain listener attention to commercials.

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-  A major source of competition for conventional broadcast radio is the growth of satellite radio, which bounces signals off satellites stationed over the East and West Coasts and back down to receivers that encode the signals digitally.
-  Terrestrial radio is also being affected by the popularity of MP3 players like Apple's iPod as well as music services that are being streamed over the Internet like Pandora, Spotify and Apple Music.

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-  Some stations offer "no commercial" blocks of music to attract listeners.
- Advertisers must create ads that break up clutter or use heavy repeats to ensure their message reaches consumers.

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- Advertising time on radio can be purchased on a network basis using one of the national networks.
- An important trend in radio is the increasing number of radio networks and syndicated programs that offer advertisers a package of several hundred stations.

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- National advertisers can also use spot radio to purchase airtime on individual stations in various markets.

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- By far the heaviest users of radio are local advertisers; nearly 79 percent of radio advertising time is purchased from individual stations by local companies.
- Auto dealers, retailers, restaurants, and financial institutions are among the heaviest users of local radio advertising.

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As with television, the broadcast day for radio is divided into various time periods or dayparts

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The lack of audience information.

- Nielsen Audio

- RADAR

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1. Advertiser assumes responsibility for the production and perhaps content
2. Sponsor has control and can capitalize on a show’s prestige

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1. Participating sponsors share the cost

2. May occur regularly or sporadically

3. Advertiser doesn’t do production

4. Participants lack control over content

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May be purchased by daypart or adjacency