The spoken word offers emotion and encourages the listener’s imagination to produce their own desirable image of a product. Radio can be an important part of your media strategy. It can give your company an identity and reinforce your brand. The benefits of using radio for advertising are many, ranging from its effectiveness to its low cost. Listeners develop solid relationships with their favorite stations, identifying with the music and connecting with on-air personalities. Stations know the audience demographics. Each radio station is operated with specific market segments in mind. Your advertising has the ability to reach a very large group of people at the same time, for the gender, age and economic status you target.