Until recently, federal law sharply restricted the number of radio stations that could be owned by any one entity. Today, one party can own several stations in one market, bringing efficiencies in operation to the owner and simplicity for buying advertising to the retailer while still preserving the diversity of programming that makes radio an interesting option. Radio is best used for promotions and events tied to your advertising goals. A typical radio station has more flexibility in its on-air programming than television or newspaper. The on-air personalities can make your Fourth of July sale part of the programming by talking up the prize you are contributing to the station's contests or by broadcasting direct from your store.
Radio commercials are inexpensive to produce.
The simplest spots require little more than a script and a tape recorder. If you want something more elaborate or creative, the radio station can put its studios and music library at your disposal to create an interesting and effective commercial for very little investment on your part. And local radio personalities who have loyal fans make great spokespersons for your store. Like newspaper, outdoor advertising tends to be a one-supplier medium in most markets. And you can place your billboards where you need them, within the trading area from which you draw your customers.