Which of the following statements about the use of radio in IMC is true?
A) It is a passive medium, unlike television which enables consumers to get actively involved.
B) Most people listen to only one radio station with a particular type of programming.
C) It can be used to establish an immediate, intimate relationship with customers and other stakeholders.
D) FM has poor sound fidelity, more commercial interruptions, and less varied programming.
E) It is the least ideal medium for integrated marketing communications.

Question

Quizplus · Accepted Answer

Most people listen faithfully to two or three different radio stations with different types of programming. This means that smart advertisers can use the medium to establish an immediate, intimate relationship with consumers and other stakeholders. That makes radio an ideal medium for integrated marketing communications.

Which of the Following Statements About the Use of Radio