Radio advertising is the use of radio stations and programs to promote a product or service. It is a sub-discipline of media planning and buying that specifically focuses on reaching the target audience through audio medium. Radio advertising typically involves buying airtime on radio stations and programs that are likely to reach the target audience, and creating commercials or sponsorships that will be broadcast during those times. The goal of radio advertising is to create an effective campaign that will reach the target audience and achieve the desired marketing objectives. This includes analyzing the audience demographics, listening habits, and purchasing power, as well as assessing the costs and reach of different radio stations and programs. Radio advertising also takes into account the different ad formats available such as: 30 sec, 60 sec, sponsorship and live read. Radio can be a cost-effective way to reach a large audience and can be particularly effective for targeting specific demographics or geographic areas.