Radio is the oldest broadcast medium, and it is still going strong over a century after its invention. Smart media buyers know the pros and cons of every medium in their toolbox. Can you correctly identify radio's? Radio is a local medium that is available to people throughout the day. In spite of far newer advertising technologies, radio remains an important option for many advertisers Radio can be evaluated on a varlety of criteria, which are listed below Roll over the items to read the hints. Then drag each item to the appropriate measure and strategy box on the chart. Radio Criterion Measure Strategy Reach for how much money in wil take to advertise to each Maximize the percentage of the population hearing the message at least once Purchase time on many different stations Selectivity aximize the number of ti the audience hears the message CPM Purchase many spots within the same radio Maximize the degree to whic the radio audience and target audience match program Purchase spots only on country music stations Frequency Maximize the value of the advertiser's dollar