Radio reaches the unwashed, unfiltered masses. Rich and poor alike. Generally speaking, radio is not good at targeting specific types of persons, but it’s great for building a reputation.
If you want the public to think of you when they need what you sell, a nonstop radio schedule will work wonders.
But don’t fall into the trap of overpaying to be on the “right” station. Radio goes fishing with a net, pulling up thousands of fish with each pass through the waters. If you want to sit on the riverbank with a pole and a hook and target a specific type of customer, use magazines or a list or invest in Google Adwords.
But know this.
Weak ads fail, regardless of which media delivers them.
Strong ads succeed, regardless of which media delivers them.