Mackenzie_Chp11

Limitations of Radio: Creative Limitations

A major drawback of radio as an advertising medium is the absence of a visual image. The radio advertiser cannot show the product, demonstrate it, or use any type of visual appeal or information. A radio commercial is, like a TV ad, a short-lived and fleeting message that is externally paced and does not allow the receiver to control the rate the receiver to control the rate at which it is processed. Many companies often tend to ignore radio and agencies often assign junior people to the development of radio commercials.

http://frndzzz.com/Advantages-and-Disadvantages-of-Radio