Radio advertising has long been a method of promoting a product. An advertisement on the radio is targeted in a number of ways. Generally, people will choose to listen to only one or two stations on the radio, largely because the stations in question play the type of music the listener prefers. So, by selecting a particular musical focus, the advertiser is also selecting the audience which will hear the ad presented. This listener loyalty is at the heart of radio's excellent targetability. Once the station has been selected, an advertiser can target an even more select group by choosing the time of day that the advertisement will be aired.

Radio advertising fits neatly with other media to extend reach and frequency beyond what either one could accomplish alone. Radio serves as an excellent counterpart for those looking to mount a multimedia campaign combining two or more approaches. Radio advertising is a formidable competitor of other media competing for advertising dollars.

Repeated studies show that ''the ear is superior to the eye …..People remember more if they hear words than if they see them”. Similarly, you retain what you hear longer than what you see. In radio advertising, the human voice can add and emotional impact that printed words or a picture cannot impart. This spoken word leads to a clearer thought process.

Scientific evidence strongly suggests that the ear drives both the eye and the mind. The thinking process is done in sounds. You see what you hear not the other way around. This can be used in radio advertising to reinforce television ads or for new ads altogether.

Creating a positive association for a product or service in the mind of the consumer is vital like ''Crest fights cavities” and ''Maytag is dependable”. Since the mind works by manipulating sound not images radio advertising is one of the best ways to influence the minds of the consumer. Three out of every four consumers who hear a TV commercial over the radio will ''replay” the visual image in their minds. This synergistic approach to radio advertising can work for virtually any advertiser. Using this approach can maximize advertising dollars.

Consumers spend 85% of their time with ear-oriented media such as radio, but only 15% with media such as magazines and newspapers that are eye oriented.

It would stand to reason that most of the advertising dollars should go to the ear oriented media.