Reaches a national, regional or local audience. Can be effectively targeted to consumer segments, such as teen-agers vs. seniors, or men vs. women. Can be repated often, thus driving the message home. Once again, repeition is the heart of effective advertising. Radio ads can be heard 24 hours a day.
Radio can reach people as they are on their way to the store.
Messages delivered just prior to actual shopping are very powerful. Radio uses voice and sound effects to conjur up images in the listener's mind by engaging the human imagination. This can be more powerful than any pre-developed TV image or still photograph. That is, they are usually otherwise engaged with something while listening, and often are only half-listening. Repetition is more important to overcome general lack of attention on behalf of the listener, and thus, you have to spend more for more spots, which can make up for the lower cost.