The major advantage of radio lies in its ability to efficiently target narrowly defined segments of consumers. The vast array of radio program formats lets an advertiser gear ads to almost any target audience. Finally, similar to television, multiple exposures may be required for message retention and consumer action. Also, listeners may change stations to avoid commercials. Newspapers Newspapers permit an advertiser to reach a large number of people within a specified geographic area.
Newspaper advertising has several advantages for the small business.
An advertiser has flexibility in terms of ad size and placement within the newspaper. Exposure to the ad is not limited, so readers can take their time with your message. Short deadlines permit quick response to changing market conditions. Magazines Magazines provide an advertiser with the means to reach highly targeted audiences. Specific groups can be reached by placing an ad in a magazine whose editorial content specializes in topics of interest to that target.