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Radio
Radio is a personal, one- on-one medium. ... The average American listens to the radio more than three hours every weekday and almost six hours every weekend. During the prime shopping hours of 6am to 6pm, the average US adult spends more time with radio than any other medium. ... Shullberg, Radio Advertising pg145. The average adult listens to more than three hours of radio per day, this means that a normal advertising schedule allows repeated impact on the listener. Radio also has the ability to build a large audience quickly.
Selectivity
∙ Radio stations vary considerably in format and are vast in number, specialised formats give advertisers the chance to target almost every audience they want to, depending on the age, sex, ethnic or religious background, income group, employment category, educational level, or specific interests they want to target.
Cost efficiency
∙ In comparison to other forms of media, radio offers the lowest cost per thousand for its reach, frequency and selectivity. Radio production costs is inexpensive, where television can cost ten times more for national spots. ... lots of people who are light users of other media are heavy users of radio”.
Approximate Word count = 906
Approximate Pages = 3.6
(250 words per page double spaced)
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