High Reach

• More than 80 percent of Americans listen to the radio in the car. People listen to the radio in their homes, offices, elevators, outdoors and even in the dentist's office. With Internet and satellite radio, people are listening to more radio than ever before.
  
  Radio does a great job of reaching vast numbers of people, increasing the possibility that your message will be heard. To be effective, your radio message should be heard three or more times in one week.
  
  

Target Markets

• With radio stations specializing in rap music, oldies, pop, Christian, Gospel, hip-hop, classical, contemporary music, talk shows, on air auctions and sports, you can find a station that your customers enjoy. Imagine reaching 100,000 potential clients each day. That is the power of radio.
  
  

Low Cost

• Creating a radio campaign is much less expensive than it is in television. In 2009, if you recorded a commercial with professional voices, sound effects and studio charges, expect to pay an average of $1,500 for a 30-second spot. Compare that to 30 seconds on television, which can run $126,204, according to independent media agency, TargetCast TCM.
  
  

Creative Campaigns

• Radio is exciting because the listener's imagination is empowered. Just think of the restaurant commercial for a famous 1/4-lb. cheeseburger. As the announcer describes the cheese melting into the bun, your mouth begins to water, and you begin to think about where to eat lunch. Radio is effective.
  
  

Promotions

• To stretch your marketing dollars, tie in with special events and promotions in your community. Frequently, radio stations broadcast from remote locations to support non-profit events and business promotions. If a remote broadcast is outside your budget, find out when the next non-profit remote will be held and tie your advertising campaign into it. For instance, if the radio station will broadcast from a women's conference next month, use your commercial to advertise a discount for anyone bringing in the program from the conference. Radio is versatile so you might have to think in creative ways to use it to your advantage.