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radio
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Considered another mass medium enables the media buyer to choose stations that match the demographics of the TV schedule. Therefore, ensuring that the TV viewer will now hear an identical message on their radio.
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Radio is an audio-only medium that is considered to be a primary source of advertising. It’s an engaging medium that listeners often emotionally connect with because of the on-air personalities and the format of the radio station.
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Radio’s strength is in the power of sound and this power is used to build trust and drive business. It is a passive medium, unlike television, where listeners can multi-task by listening while they are doing other activities.
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Radio can be used by consumers in their car, online, on-site, or in their home. Radio truly does meet the needs of both listeners and advertisers through its diversity in format, demographics, and ethnicity.
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Radio offers a lot of flexibility when it comes to creating commercials. Commercial lengths can vary from 60 seconds, 30 seconds, 15 seconds to even as short as 5 seconds these days! Endorsements, sponsorship's, and on-air mentions are available and work well with continuous scheduling, fighting, or pulse buying strategies
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