Re: radio advertising
Unless you have a product for general use like water, there's no use for JUST radio advertising, especialy if you're dealing with a restricted budget I think you should choose personalised channels of communications, for example if you're selling gum, I would invest money in enough baloons to make everybody look up ... instead of radio. But if you decide for an integrated campaign that already covers all the media channels, it's good to include radio also.
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