Question

Which among the following are NOT strengths of radio?
(A) Audience selectivity
(B) Directional signage
(C) Frequency builder
(D) Low cost product
(E) Low reach
Choose the correct answer from the options given below:

• (B) and (E) only
• (A) and (B) only
• (C) and (D) only
• (C) and (E) only

Answer 1

The Correct Option is A

To determine which options are NOT strengths of radio, consider the characteristics typically associated with radio as a medium: 

• Audience selectivity (A): Radio can target specific demographic or interest-based audiences through different stations and time slots, which is a strength.
• Directional signage (B): This is more related to visual advertising media such as billboards or road signs, not radio. Therefore, it's not a strength of radio.
• Frequency builder (C): Radio allows frequent repetition of ads, which helps in building frequency. This is a strength of radio.
• Low cost product (D): Radio is known for its cost-effectiveness in terms of production and airtime, making it a strength.
• Low reach (E): Radio's reach, compared to other media like television or digital platforms, might be limited to certain demographics, thus it can be seen as a weakness.

Combining the analysis, the characteristics that are NOT considered strengths of radio are:

• B: Directional signage
• E: Low reach

Thus, the correct answer is (B) and (E) only.

Answer 2

• (A) Audience selectivity: This is a strength of radio as it allows advertisers to target specific audiences based on demographics, location, and interests.
• (B) Directional signage: This is NOT a strength of radio, as radio does not provide any physical signage to guide audiences. Directional signage is more relevant to outdoor or visual media.
• (C) Frequency builder: This is a strength of radio, as radio advertising often repeats the message, building frequency for greater impact.
• (D) Low-cost product: This is a strength of radio, as radio advertising tends to be relatively affordable compared to other media like television or print.
• (E) Low reach: This is NOT a strength of radio, as radio generally has a broad reach and can reach a large audience, especially in rural and urban areas.

Thus, the correct answer is (1) (B) and (E) only, as directional signage and low reach are not strengths of radio.