Having received a common state in the whole world and Turkey Radio broadcasting, and especially broadcasting on the FM band and numerous channels that appeal to different interests and the existence of numerous programs that follow specific target audience of this channel to a specific target audience determined by the advertisers, particularly track
sponsoring a program that he or she listens to without listening to a radio channel or at a certain time, or through advertising he gives during the time that program is broadcast ği
At the same time, the presence of radio channels broadcasting at local, regional and national levels gives advertisers the opportunity to choose the appropriate radios in terms of their campaign objectives and areas of activity and allow effective and planned use of the campaign budget. Radio ads, especially television and magazine advertisements, such as advertising costs compared to some other advertising environments are preferred to be preferred.
Advantages of radio can be presented as follows.
• One of the most important advantages of the radio as an advertising medium is that it has a comfortable resting feature at any time of the day and in another job, and therefore the target audience can easily be captured and transmitted during the day at home, at work or while traveling.
• Radio as a means of communication as a medium for the target audience without having to spend a high target to reach a large audience has the ability to provide access to a particular audience. It offers.
• In terms of the target audience, the cheapness of the media indicates that the advertising production costs are cheaper compared to other advertising media. Similarly, the presence of national, local and regional radio channels prevents unnecessary expenditure on the advertising budget in terms of the advertiser's area of activity.
• In addition to reaching the target group, radio ownership requires a very low cost for the target audience and in addition there are many channels of national, regional and local alternatives, and the advantages of addressing the specific target areas, or addressing the desired target groups due to programs in these channels can be mentioned.
• Since it has the flexibility to deliver radio ads to the channel in a very short time from the date of publication, it provides benefits to the advertiser and advertiser in order to make the content of messages relevant to current events and to make the important or urgent content change needed to be made.
There are some disadvantages that the radio has as an advertising medium. These disadvantages can be listed as follows.
• The radio relies solely on audio elements such as music, lyrics and effects and calls for auditory senses, lack of image elements, and creative work to be limited, and this is especially true in dealing with any other issues. can cause.
• Another important disadvantage is that broadcasts cannot be transmitted to the target audience clearly due to the poor quality of radio broadcasts as they move from the center and the lack of a clear sound quality due to the close proximity of the frequencies of a large number of radio channels.
• The necessity of transmitting the advertising message in a short time and as soon as possible as a broadcasting advertising environment of the radio causes difficulties in message transmission and attention to the advertisement due to the inability to call to the visual senses.
• The presence of radio channels or programs that address specific target audiences may increase their costs as it may require advertisements to a large number of radio channels or programs to address a wide audience to the advertiser.