RADIO ADVERTISING:
                  Radio is a personal medium, which has lost some of its importance after commercial advertisements, was allowed on TV. However, radio regained its lost luster with FM band gaining much popularity.
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Advantages of radio advertising:
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- Cost effective:
Radio is a cheaper media and has a distinct appeal.
- Regional coverage:
Radio offers local coverage on its medium wave channels. This facilitates advertisers to reach the local markets with local product & local retail store.
         For example: In Delhi on the FM band, advertisement for fast food chain of McDonalds, dominos, etc. is done continuously.
- Specific segment advertisement:
Radio can target its narrow listeners segment more selectively than TV. For example, teenagers are often the heavy listeners of radio.
- Quick response:
Due to its relatively low cost of production & immediacy, radio can react quickly to the changing environment.
- Mobile means:
Radio is a mobile means of communication. Radio in the cars & other private & commercial vehicles gives proximity to the advertisers for sales even when the listener is on the more.
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