Radio as an advertising media
In Italy about 35 million people listen to the radio each day, usually while engaged in other activities or driving the car.
The radio also has the ability to reach possible customers at crucial times of the day, tending to moments of leisure or boredom such as in traffic. In each of these moments, attention to the radio message is high and can be exploited for effective communication. Furthermore, being listened to often in the car, while going shopping, the radio is a media very close to the time of purchase.
Radio advertising also takes advantage of the loyalty of the public, loyal to their radio and favorite programs. In this way, the message is transmitted in a context in which the listener feels “at home” and also receives the commercial in a more familiar way, with greater confidence and availability.