THE STRENGTH OF RADIO

1. Radio is the medium with the greatest reach in the country. 98% of the population listen to the radio, which is more than those with tap water.
2. Radio is a personal medium and has real live people who generate credibility like no other media. It is far more believable than a medium which seem abstract
3. Research has shown that radio is the medium with the longest exposure time. An average person is exposed to 27 minutes of print media a day, 2h38 min of TV, and 4h10 min of radio.

• Radio – the truly portable medium:
1. Unlike any other medium, radio can be enjoyed just about everywhere. Radio gives the advertiser more opportunities to reach and motivate consumers wherever they are and whatever they may be doing. It’s the medium most likely to be used closest to the time of purchase.
2. It reaches beyond the literacy barrier, reaching into inaccessible areas, giving it a huge advantage above print media.
   

• Radio – the flexible medium:
1. One of radio’s greatest strengths is its flexibility. Advertisers can make copy and even schedule changes with less lead time than any other medium.
2. Community radio targets the main customer area for that business, giving the advertising campaign perfect reach because it is locally focused, e.g. KwaZulu/Natal.

• Radio builds traffic:
1. Radio is an excellent medium for attracting prospects to special events and promotions. It can generate excitement and an air of urgency by alerting listeners to special events, and where they are taking place.
   

• Radio – The Hot News Source:
1. Consumers depend on Radio’s up-to-the minute news coverage. It is the universal choice first medium of the day and satisfies the need to up-date on news quickly and efficiently.
2. Radio gives topical issues a sense of credibility, e.g. Aids awareness campaigns and Cholera prevention campaigns.
3. Research has proved that what consumers hear on radio, they generally believe.
   

1. Radio reaches listeners no matter where they are, no matter what they are doing. It’s intrusive, requiring little effort from the listener to absorb the sales message.
2. Unlike print adverts, you cannot skip them. A listener will never switch the radio off because of a 30-second ad.

One of radio’s greatest selling powers is the ability to expose the consumer to repeated advertising messages. Advertising experts agree that repeated exposures to an ad message must accumulate in the consumer’s mind (usually 3 or more) before any meaningful response is observed.

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