What are the advantages and disadvantages of radio communication?

* Because radio listeners are spread over many stations, to totally saturate your market you have to advertise simultaneously on many stations.

* Listeners cannot refer back to your ads to go over important points.

* Ads are an interruption to the entertainment. Because of this, radio ads must be repeated to break through the listener's "tune out" factor.

* Radio is a background medium. Most listeners are doing something else while listening, which means your ad has to work hard to be listened to and understood.

* Advertising costs are based on ratings which are approximations based on diaries kept in a relatively small fraction of a region's homes.

* Not as fast as using a phone; could take a little bit

* The line could get fuzzy, or not clear