Advantages:
1 An universal medium. Can ve enjoyed at home, at work and while driving. Most people listen to the radio at one time or another during the day.
2 Permits you to target your advertising spends to the marlet most likely to respond to your offer.
3 Permits you to create a personality for your businessusing only sounds and voices.
4 Free creative help is usually available.
5 Rates can generally be negotiated and is cheaper to advertise on than some other media vehicles.
6 Can be customized from region to region.
Disadvantages:
1 Listeners can`t refer back to your ads to go over important points.
2 The line could get fuzzy or not clear.
3 Not as fast as using a phone or internet, could take a little bit.
4 Advertising costs are based on ratings which are approximations based on diaries kept in a relatively small fraction of a region`s homes.
5 Ads are an interruption to the entertainment. Because of this, radio ads must be repeated to break through the listener`s "tune out" factor.
6 Only an audio medium.