Positive aspects of radio advertising
1- Radio ad is a broadcasting tool that addresses a wide audience. In our country, there is 80% radio relaxability.
2- According to other mass media, radio has the ability to distribute news faster.
3- It is very easy to reach the target audience with this media tool. Because people in different social and cultural groups listen to different radio stations and different programs at different times.
4- Radio ads can be prepared in a short time.
5- In terms of cost, the radio is considered the cheapest promotion tool. Radio advertising is an economic channel for companies.
6- One of the most important advantages of this media tool is that it can be heard from anywhere and at any time of the day.
7- In the program spot, change the text takes place in a short time. The desired change can be made in a short time period. It is a media tool which is very fast to prepare and publish radio ads as spotlight. In this way, companies can always keep up to date.
8- The radio can be used to expand the audience reached by other channels. Thus, awareness can be increased with a little budget.
9- Prime Time te people can reach only radio people at the time when people are busy in traffic.
10- In radio ads, the appropriate program format is easily found. Therefore, it is much easier to achieve high frequency for the targeted audience.
11- The radio gives the audience the opportunity to run the imagination. Radio ads allow the listener to create his / her own screenplay with lyrics, effects, music, sound and tone. The listener creates a picture in their mind as they hear it, and since this person is his / her person, it is likely to be remembered.

Negative Aspects of Radio Advertising
1- In our country, broadcast quality is deteriorating as radio broadcasts move from the center. This may lead to a lack of understanding of the text.
2- In general, the number of local broadcasting radio stations is higher than the national radio channels, which is a negative factor for the nationwide companies.
3- Because the radio is used by many as a backdrop, it may not be listened to carefully. This leads to the abduction of promotions and the inability to reach the target audience in full.
4- Excessive number of radio channels makes it difficult to control measurement and return of work.
5- Radio ads are very short in mind. Therefore, it is tried to increase its efficiency by repeating in short intervals.
6- Only the audio of the radio introductions causes the radio not to be used in the products which will be evaluated visually.