Radio is an effective guerrilla weapon for the following reasons

It has a wide-scale appeal and a high reach. There are approximately 13,000 radio stations across America, more than 94% of the population over 12 years of age listen each week. People listen to the radio most in their cars, but they also listen at work. Radio has gotten especially interesting since it can now be listened to via live stream on the Internet. People enjoy listening that way since they can tune in at their desk and they can see the name of the artist and song for each song that is played.

. It can be highly targeted. Rating companies allow radio stations to compile an incredible amount of information about their audiences, allowing you to target exactly the type of person you want to hear your commercial. You will learn more about this later in this chapter.
. It is low cost. For the amount of listeners you can tap into, radio holds an incredible value for your investment. Plus, you can negotiate and get incredible deals. . People expect to hear commercials on the radio. 80% of Americans are not bothered by the commercials played on the radio because they feel it is a fair trade for free radio.
. Radio is effective in enticing people to purchase products and services. 25% say they are more interested in purchasing a product or service after they hear it advertised on the radio.