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.

This resource is (c) NTC Books, and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.