Radio Strengths Analysis

The question asks to identify characteristics that are NOT strengths of radio advertising. Let's analyze each option:

• (A) Audience selectivity: While radio offers some level of audience targeting through station format and programming, it's generally considered less precise than other media like digital advertising. However, it's not entirely absent.
• (B) Directional signage: Radio is an auditory medium. It cannot provide visual cues like directional signage, which is a feature of visual media (e.g., billboards, print). Therefore, this is definitively NOT a strength of radio.
• (C) Frequency builder: Radio is effective at building frequency, meaning listeners can be exposed to the advertisement multiple times within a campaign period. This is often considered a strength due to its cost-effectiveness.
• (D) Low cost product: Radio advertising is generally perceived as a low-cost option compared to television or major print campaigns, making affordability a strength.
• (E) Low reach: Radio typically achieves a broad and high reach, especially within its target markets. Claiming "low reach" is contrary to this characteristic, meaning it is NOT a strength of the medium. Radio's strength lies in its potential for high reach.

Identifying Non-Strengths

Based on the analysis:

• Directional signage (B) is not a characteristic or strength of radio because radio is auditory.
• Low reach (E) is not a strength because radio typically offers high reach.

Therefore, the options that are NOT strengths of radio are (B) and (E).

Conclusion

The correct combination representing what are NOT strengths of radio is (B) and (E) only.