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Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Advertising is a brilliant idea to increase business for all type business. Radio is still surprisingly inexpensive for advertising. The medium has been around for about 100 years. Many businesses give radio a pass because of the misconception of the return on investment. The greatest advantage of radio is its ability to go after a very specific kind of market. Print & Radio Power (http://www.printandradio.com/) is the largest pre-buyer of national radio advertising and print advertising. It own multi-million dollar blocks of national radio advertising network time. This media gives its clients consistent profitable returns on their media dollars. Local, regional, national…straight media or performance based. Today, everyone talks about ROI and the need to make marketing more accountable. Print and radio advertising measurement systems tells which media components work, for rapid ROI improvements. Print & Radio is the largest pre-buyer of national print advertising. In print media, the advantage of catering to specific target audience opens up countless opportunities to enhance sales figures. A fashion magazine would highlight cosmetic products and fashion accessories. At the same time, a sports magazine would display sports related ads to cater to its readers. There is no wastage of resources as ads get to reach the target audience. Print & Radio Power uniquely drives this demand for high dollar and financial concern through direct response and cost per call radio advertising. They offer programs that cut the risk of advertising by clients, through the use of some programs. Print and radio also provide Hispanic Advertising. The Hispanic population generally spends an average of 26-30 hours a week listening to the radio – 13% more than the rest of the population. Additionally, readership of weekly community and free newspaper remains high and consistent. Print and Radio is providing all advertising opportunities at one place.