Every advertising Media has its distinctive traits and requires a special approach to designing ads. Every Media offers the advertisers different ways of influencing the customers' perception, which may affect the potency of the advertising. Such distinctive characteristic of the radio advertising is its ability to 'turn on' customers' imagination. They tend to view radio as a life's background and their personal daily companion.

Unlike other Media, which requires more interaction from the customers, the radio serves as a routine life background. People get used to listen to it. The radio does not strain them and does not require much interaction. Many radio stations broadcast mostly music and news with the advertising in between. Thus, the radio advertising gently carries out its information to the listeners. Even though they may not remember it from the first time they hear it, it sinks down into their memory gradually, progressively. Advertisers can spend some time, face to face, with their target customers through the radio advertising.

The radio advertising provides a high contact frequency rate with the customers. However, you have to remember that radio listeners are in a habit to surf from channel to channel, however, they do it not as often as with the television. That is the reason why it would be more efficient to locate advertising on several channels and not to stick with one of them.

However, the radio advertising is not as effective as TV commercials, since it does not have visual communication; nevertheless, it possesses at least one significant advantage over it. It has a different prime time schedule. When for the TV the first half of the day is a fail time, for the radio the number of listeners increases to five times during this time. People listen to the radio throughout the day; it is with them in their cars, at homes and even at the sales points.

Music and sound is crucial for the radio advertisements. It is highly significant to make the right selection not only of texts or songs, but of the accompanying sounds. The sound is the main radio advertising tool. Naturally, the radio advertising uses much advertising jingles, however, besides the jingles, it has to contain some sounds, related to the advertised products. The sound can 'turn on' the customers' imagination; it can create the proper and lasting associations with your products or company. For instance, a hissing sound of opening a can may be used in soda ads. The main idea is to find a sound that will evoke in the listeners the right associations and desires.

As any other Media, the radio advertising faces with the problem of airing clutter by the radio advertisements. Thus, for the advertisers, it is vital to design their ads in such a way, that they would be able to stand out of the crowd. A good solution may be to become a sponsor of some radio shows. In this case, the sponsor has the right to locate advertisements individually.

The customers' perception of radio advertisements, in many respects, depends on the impression the radio station and its shows make on them. If it is positive, it can reinforce the advertisements' effect and vice versa. This significant factor must be considered when choosing a radio station for your ads.

All in all, making your radio advertising effective and successful requires a high level of skill and thorough planning.