Radio advertisements can have a very high impact if the target audience is correctly identified and planned according to the trends of this target audience. Being portable, being compatible with mobile devices, being able to relax during any other activity and at any time period is one of the features that make the radio advantageous. The radio is based on sound and is an effective tool to create mental images and strengthen existing images. Because the perception and learning is largely based on vision, the sound-only messages of the radio may be weak from time to time in terms of communication with other visual mediums, especially with television, but this effect of weakness can be reduced with more frequent repetition.

Radio ads are made to achieve a goal as in other media, and this goal varies depending on the products. Advertising activities are carried out on the radio in order to inform publicly and promotional purposes, that is, to introduce a product to the maximum possible number of people and to place them in the minds of a brand or product. The use of voices by famous people in radio advertisements, which have the same characteristics as other media in terms of their purpose, is a common choice. Radio ads they often use a humorous language. Music and an effective, understandable diction are one of the most important elements of radio ads.

It is easier to determine the audience of the radio. In this direction, advertising channels can be placed by selecting a channel, time zone and program that overlaps with the target group. Since it is still a fast communication tool, it is an important channel for advertising campaigns which make up-to-date announcements or take advantage of current events. This activity can be increased with repeated ads, although it may appear to be less persistent because it is only sound-based. It also has more effective results, especially when it is used as a supporter for advertising campaigns in different media. In terms of their use, the radio may include a broad socio-economic population. When combined with low costs, this increases the preference of the radio for the target audience. Regional and local radios are generally more effective than other media, especially in local-based advertising.