You want to make the most of your entire advertising program. Radio not only mixes well with other media, but it also takes up where other media fall short. You need to respond to changes in the market at a moment's notice. Radio is the most flexible of all your advertising options. You must keep advertising costs under control.
Radio is the most cost-effective of all advertising media.
You are constantly looking for new ways to impact the market. Radio uniquely offers pro-active, promotional opportunities simply not available from any other medium.