TV Advertising
Television is the high-impact medium, yet as everyone knows, it takes creativity to cut through the clutter of other people's spots. Unfortunately, that's an excuse to create ads that may be wild and crazy but don't move product. And it drives out any consideration of radio, the Cinderella medium.

Radio Advertising
The first thing your radio commercial has to do is to get people to listen. Surprise them. Arouse their curiosity. Wake them up. Once they are awake, talk them as one human being to another. Involve them. Charm them. Make them laugh.

Because radio is a high-frequency medium, people quickly get tired of hearing the same commercial. So make several. Compared with television, radio commercials cost almost nothing to produce. In some developing countries, radio still reaches more people than television. (Though in the United States radio represents only 6% of total advertising.)