Radio was first introduced to send telegraphic messages linking the land area and the ships. In the First World War radio was used as a medium of communication to interact and give instructions to the military forces. In the nineteen twenties broadcasting started extensively. In the modern world the radio has transformed into different appearances. It is used in wireless networks, mobile communications, etc. Radio is a very good means of communication even though their place has been replaced by the television. Today where most of the people choose television as a best medium of communication radio is still a lively medium for those who live in the remote regions where television is not so common. The importance of radio has not been reduced till date. It is a good medium of entertainment worldwide. A very good number of people like radio in today’s world too. It is mainly because one can take pleasure of radio at any place and at any time. It can be at one’s abode or at his workplace. Such a medium can also be enjoyed when one is at drive. When compared to television or any other medium most of the people like to hear radio at one time or the other. Radio is really a nice medium for marketing one’s object too. In this medium sound is a big thing which can really market one’s product without any difficulty. A person can utilize the medium of radio for their trade and business as the influence of the sound used is truly effective for their marketing. The open and easy accessibility of innovative assistance makes it more remarkable. In such a medium it is easy to discuss about charges. Nothing is usually overblown here. Things are only little puffed up. In contrast to other media radio charges have gone very low.
Though there are many advantages of a medium like radio there are its own disadvantages too. Since there are many different stations available in the radio and each person has his own liking towards one particular station it becomes very important for advertisements to reach people through all these stations. Only if advertising is done through the entire stations one can market his product or make his thoughts reach all persons living in different parts of the world. It is fact that nobody would like any of his programs to be interrupted by an advertisement. Since radio is a medium of sound one can only listen to it. Therefore when marketing is done of a product through radio the advertisement needs to be repeated several times so that it can easily penetrate through the minds of the listeners. Only if it is frequently heard it can remain in the minds and thoughts of the listeners otherwise it would just go away like a small wind. Unlike television no body sits in front of a radio and listens to the programs that are aired on it. They move and most of them listen to radio when they are at work. Therefore one must make a supreme effort in order to get the attention to their ads. One must try hard to make the listeners eavesdrop and comprehend what their advertisement is about. The advertisements are charged according to the areas. Understanding through radio is not as simple as one speaks through their phone. It is slow comparatively. It is also not sometimes as clear as we hear from one’s telephone. Frequencies of stations are different and therefore it need not be always clear. The listeners of radio come under different categories. Each person has different taste and radio is able to get in touch with each and every listener through their special programs. Since radio can personalized it is able to touch people living at different parts of the world at diverse time. One can say that radio is the perfect medium which is able to touch people at work and at home. Radio proffers litheness to advertisers. If we look at the other media we can surely say that one of the cheapest media is the radio. Airtime expense is comparatively less than other media and hence advertisements can be repeated any number of times in a radio. It is therefore a first-rate sustaining means of communication.