This paper sought to show the importance of radio advertising, not only for advertisers and the medium, but also for the local community that benefits from the existence of a radio station in a particular area. Along with a thorough analysis of all radio advertising methods, as well as all aspects of the economy that negatively or positively affect radio advertising and its management, this paper presents a realistic picture of today's possibilities that radio stations have to offer. Radio advertising gives one’s business a new dimension which is a blend of entertainment, music, and key information, regardless of whether this information is commercial or informative. Knowing the right channel for selling one's product is of crucial importance for every business owner. Investing in marketing, is investing in future. Since it first appeared until the present day, radio advertising has remained extremely useful, acceptable and profitable. A reliable and quality partner is key to good product or service promotion, and radio certainly is one.