Radio advertising is one of the most popular forms of advertising. Businesses often put a 60 second message on during commercial breaks to try to convince listeners that their product or service is worthwhile. However, there is a misconception about radio advertising. Small business owners tend to think that radio advertising is reserved for big businesses, and that there is no way they could compete. Many small business owners think that there is no possible way they could afford radio advertising. This could not be further from the truth. There are plenty of small businesses that have had successful radio advertising campaigns, and have been able to do so on a budget. Here are a few reasons to advertise on radio, and some tips on keeping it cost effective.