Pros - One-on-one and personal, radio attracts people by their individual tastes and keeps up with changes in public tastes. Because it appeals to the imagination as a sound-only medium, it involves people emotionally. High in audience loyalty, the same people tend to tune to the same stations at the same time each day. Additionally, people spend a lot of time listening to radio. Advertisers appreciate radio for its message flexibility—where last-minute copy charges can be made. They likes its selectivity—an opportunity to pinpoint target audiences. Most of all advertisers like radio for its low unit rates—it is relatively inexpensive to buy.