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Consle Consle
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6 years ago
What are the primary benefits of radio advertising? The primary problems?
Textbook 
Integrated Advertising, Promotion, and Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications


Edition: 8th
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6 years ago
The advantages are: lower cost per spot than television, low production costs, music can match the station's programming, high potential segmentation, flexibility, ability to modify ads to fit local conditions, intimacy with the deejay, creative opportunities, and it is mobile. The disadvantages are: short exposure time, low attention, few chances to reach a national audience, and target duplications when several stations in a region use the same format.
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