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Radio Personalities

What are the advantages and disadvantages of radio?


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November 20, 2011 6:53AM



  • A universal medium. Can be enjoyed at home, at work, and while driving. Most people listen to the radio at one time or another during the day.
  • Permits you to target your advertising dollars to the market most likely to respond to your offer.
  • Permits you to create a personality for your business using only sounds and voices.
  • Free creative help is ususally available.
  • Rates can generally be negotiated.
  • Least inflated medium. During the past ten years, radio rates have gone up less than other media.


  • Because radio listeners are spread over many stations, to totally saturate your market you have to advertise simultaneously on many stations.
  • Listeners cannot refer back to your ads to go over important points.
  • Ads are an interruption to the entertainment. Because of this, radio ads must be repeated to break through the listener's "tune out" factor.
  • Radio is a background medium. Most listeners are doing something else while listening, which means your ad has to work hard to be listened to and understood.
  • Advertising costs are based on ratings which are approximations based on diaries kept in a relatively small fraction of a region's homes.