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Positive And Negative Attributes Of Radio
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By Jim Surmanek

Positive Attributes

* Offers a wide array of formats (program types) to reach listeners during a specific state of mind, which can complement a specific advertising message.

* Allows delivery to multiple household members simultaneously.

* Provides for relatively immediate delivery.

* Is advertiser driven and does not require the listener to seek the advertising--that is, it is intrusive.

* Can be purchased nationally, regionally, or locally.

* Is capable of producing one of the highest levels of reach of most generalized consumer segments (e.g., teens, men, women, adults 18-34, etc.).

* Can produce high-frequency levels.

* Can deliver advertising messages at any time during any 24-hour period.

* Can reach people immediately prior to shopping--for instance, in their cars enroute to a supermarket.

* Offers a proportionately low cost per commercial announcement.

* Is one of the most cost-efficient of the major media forms.

* Can elicit the visual elements of a television commercial based on the phenomenon of imagery transfer.

* Allows the commercial message to produce images not physically executable in other media forms by using the listener's imagination.

* Can reach people who are lightly or not exposed to other media forms.

Negative Attributes

* Is often considered a background medium to which audiences are not always and continuously paying full attention.

* Generally requires relatively higher levels of frequency to overcome possible consumer non-attentiveness.

* Does not always allow listener to take physical action as a result of the advertising message (such as calling an 800 telephone number or writing down information), depending on the location of listening.

* Generally requires a high out-of-pocket cost to purchase multiple stations in order to accumulate high levels of reach.

* Does not offer any tangible visual elements.

* Does not offer any tangible motion elements.

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This resource is (c) 1993 by NTC Books, and is excerpted from "Introduction To Advertising Media" by Positive And Negative Attributes Of Radio .

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