Advantages of radio advertising:
Largest reach: 90% of India has access to Radio which is unmatched by any other media. Radio is not only the medium of hearing news but also is a source of entertainment and advertising for the rural masses.
Low cost medium of communication: radio is the least cost medium and it helps to reach mass audience with various backgrounds. Also radio ads can be produced quickly.
Low literacy rates mean that the people hardly read newspapers and radio is the only medium that they can understand. They can‘t afford a TV set. Therefore radio is the most popular.
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