Radio has a potential to reach anyone irrespective of their background. Even the illiterates can enjoy radio. It doesn’t matter how busy someone is, they can always rely on the radio for quick updates. Radio is one of the most convenient forms of entertainment. From daily news updates and entertainment to creating awareness about social issues, from giving hints to the marketers about the latest needs and demands of the public to advertising the products and services of these marketers, radio plays a huge role. Marketers get to know about the latest trends and the needs of the public through radio. Then after gathering this data, they interpret it and accordingly cater their products, services and strategies. On the other hand advertisers use radio as a medium to advertise their goods and services. As radio is cheap and easily reaches a large number of people in no time it is the best suited option for advertising

Keywords : Advertising, Audience, Marketing, Radio