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Why Radio Radio Is Personal And One To To One. People wake up get dressed and spend a large portion of their day with radio. It influences their day, and their buying habits. Radio is everywhere, at home, at work, in the car and at play. Radio Is Easily Accessible. Listeners don’t have to do anything to enjoy radio’s programs. They have to go to other media. Radio comes to them. Radio is Immediate. It urges attention and action. Nothing can convey a sense of immediacy and excitement like the human voice, our greatest sales tool. Radio equalizes all advertisers. In terms of the frequency and size of ads, radio lets your message stand alone. Often in newspapers your advertising is on the same page or section as your competitors. Radio is a point of purchase medium. Radio can deliver the “last word” to customers especially when they’re driving home from work or on their way to do some shopping. The “last word” is the most recent advertisement in their minds, a significant factor in determining where they shop and what they buy. Radio reaches those who don’t read a newspaper. Newspaper readership (and circulation) is at an all time low especially among 18-49 year olds and they are the biggest buying group. Radio is literal word-of-mouth advertising. Besides the immediate effect radio can deliver, radio has a residual effect and builds awareness for future customers when they enter the buying cycle. Radio is cost a effective medium to reach your target customers. Target your audience and direct your message to your prospects. You don’t have to wait for customer to find your ad. Radio effectively uses theatre of the mind. Of all existing media, radio has a unique, powerful ability to create mental images of your products or services.