Question

what are the shortcomings of a based media?

Answer 1

Most Pervasive

Most Common Appliance

Twice As Many Radios As People

Average Home Has 5

90 Percent of Cars Have Radios

95 Percent of People in Cars Are Listening

Is a "Local" Medium

75% of the Revenue Is From Local Business

Reaches 81% of People Every Day

Reaches 96% of People Every Week

Average Person Listens 3+ Hours Per Day

First Source for News in Morning

Has Larger Audience Than TV From 6am - 6pm

Is Selective

Niche

"Vertical"

Sold by Length of Time

30 Second

60 Second

"Billboards"

"Sponsorships"

Rates Are Determined By:

Ratings

Demographics

Other Competing Rates

Customer Demand



Radio - Strengths

Selective

Intrusive

Low Production Costs

Low Per Commercial Costs

Efficient Cost Per Thousand

Advertisers Can Build Frequency

Reach Medium

Radio Is Flexible

Not Seasonal

"Theater of the Mind"

Mobile

Good Suburban Coverage

Better Than Newspapers

Audiences Are Measurable

Arbitron

Media Audit

Audiences Are Different

Light TV Viewers

Light Newspaper Readers

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