Radio advertising is one of the most effective ways to promote products and services, especially in comparison to other forms of advertising that utilize print media. This is because the use of speech tends to be more precise in passing a message. Hearing and speaking are the first senses that people exhibit during their developmental stages. These abilities of expression come before the ability to read or write, and therefore, radio advertising is a preferred medium of advertising among many advertisers and businesses.

In radio advertising, radio agencies or stations receive advertisements from their clients before bilaterally deciding on the structure and modalities of the advertisements, including the financial rates. They will also decide on the radio commercial scripts that will be appropriate for the advertisements, so the ads will be more appealing to the intended audiences. The advertising agency then delegates the advertising job to a voice actor and a producer for the final production of the advertisement. To capture the listeners' attention, the advertisements may incorporate the use of music, funny voices, character voices, or even celebrity voices.

Radio advertising is cost efficient. Commercial radio advertising does not cost much as compared to television advertising. When the advertising department has a low budget, radio commercial production is the best way to go. Secondly, radio advertising is easier and faster to produce. Once the radio jockeys mention the name of the product or service the company is endorsing, listeners are already introduced to those items. Marketers need to have a good script and storyline to make the commercial interesting for the people to listen. It does not need to be a lengthy advertisement.

A short advertisement will do the trick, as long as it goes direct to the point. Marketers can easily compose radio jingles and play it on air for the listeners. Radio jingles are also effective in radio advertising because most of the times, because listeners find it enjoyable and they can easily memorize the tune and remember the words of the jingle. This is most effective especially if the jingles are played over and over again in one day. The more times the jingle is repeatedly played, the listeners will be curious of what the product or service is all about. Another advantage of having commercial radio advertising is that your advertisement can reach anyone as far as the radio frequency can reach. People driving their cars, inside the mall, listening on their pod casts and even just inside their houses will be able to hear your advertisement. So basically, radio advertising can spread the good news about your products or services in a large amount of people.