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Furthermore, broadcast radio advertising often offers the advantage of being localized and inexpensive in comparison with other mediums such as television. [38] Thus, radio advertising can be an effective, low-cost medium through which a business can reach their target consumer. Studies show that radio ads create emotional reactions in listeners.
The Radio Advertising Bureau serves more than 6,000 member Radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance Radio as a primary advertising medium .
Due to the lack of a visual aspect, radio advertising attempts to create imagery in the consumer's mind. Radio advertising is also extremely effective at reinforcing messages encountered in other channels (such as television). [25] A familiar jingle or voice associated with a brand enhances brand and ad awareness, ultimately increasing brand ...
Internationally, the radio was an early and powerful recruiting tool for propaganda campaigns. Before television, radio was by far the most effective way to prevent or promote social change. In many areas, it still is. Radio propaganda can be broadcast over great distances to a large audience at a relatively low cost.
Marketing Power defines it as "An advertiser's determination of the optimum number of exposure opportunities required to effectively convey the advertising message to the desired audience or target market." [12] John Philip Jones says, "Effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand.
ABC maintained most of its radio network until 2007, when it sold off most of its stations to Citadel Broadcasting and later Cumulus Media (it maintains two specialty networks, sports-oriented ESPN Radio and youth top 40 Radio Disney, the latter of which has largely shifted to Internet radio; ABC still produces radio programming in addition to ...