This is a highly effective advertising medium, a statement supported by research from the RAB showing radio even enhances response from campaigns where other media are involved.

Radio delivers results through campaigns with low 'ad avoidance', works well with the other elements of an advertising strategy, and can subliminally deliver your message directly to your target - the busy consumer who hasn't got time for many other forms of advertising.

It’s the one advertising medium that has the power to reach a target audience even when the listener is doing something else.

But... it's not just as simple as placing a couple of spots per week. You need to plan properly to get the best out of it - and that means starting at the beginning with a really good brief, and a focused definition of your target audience.

For impartial information about the benefits of commercial radio advertising take a look at the Radio Advertising Bureau (RAB) website.