Radio is the most common media tool that can reach audiences anytime and anywhere. Unlike television, people can listen to the radio no matter what they are doing in any environment they want. This led to the promotion of Radio advertising. The biggest advantage of this vehicle against television and printed broadcasts is the ease of access to dynamic and active people throughout the day.

We can distinguish radios as national and regional broadcasting radios in terms of the geographical area and the size of the population. The cost of radio advertising is very low compared to other media and especially television channels.

Broadcasts of this type can be performed on the radio at any time of the day. Messages related to the product or service place between the programs with spots. It is very difficult for the radio to listen to the listeners with the audio features that only appeal to our ears. It is imperative that the consumer is convinced to buy the product he / she has not seen. In this respect, the sound effects, intonation and accents used in the construction of this tool, and most importantly, the credibility and appeal of the promotional text are important details that increase the effectiveness of radio advertising.

The success of the radio ad depends on the success of its text. It is appropriate to prepare the texts in spoken language. The listener quickly and accurately recognizes the wrong. Promotions must also comply with radio broadcasting policy. Otherwise, the listener may be disturbed. The texts of this media should give positive feelings to the listeners against the brand and should not bore the audience with repetitions. This type of publicity should be able to communicate with the listener and address its intelligence and imagination.

The radio ad may be in the form of classical generations, ranging from five seconds to one minute, in the form of messages, as well as in the natural flow of the program to be relevant to the programmer's program topics. In addition, the entire program can be promoted with sponsorship application. The aim is to sell a program with a large audience, for example, to a certain institution or institution for money, for a promotion.