Radio

AM radio was invented in the 1900s while FM radio, the 'staple' of radio in the present age, was created in 1933. Undoubtedly, radio has existed for generations, hence it is able to reach out to the old and young alike, also due to the proliferation of radio stations around the world.

Radio advertising is not only one of the relatively cheaper media of advertising, it is also one of the most effective for its cost. As long as the advertisement is aired on the appropriate radio show with the greatest number of targeted listeners, the eventual sales of the product will be high. It is effective because it has a wide audience to reach out to and yet, at the same time, radio advertisements can be focused to a particular target audience to minimise cost and maximise eventual results - sales. This is possible because certain groups listen to particular types of radio stations or radio shows. For example, teenagers in Singapore listen to 98.7FM or 98.0FM, both of which are radio stations that broadcast specific songs that appeal to teenagers. On such a platform, it would be most appropriate and cost-effective to advertise what teenagers would most probably purchase (e.g., MP3 players).