to which content can be segmented according to the intended target market. Advertisements are carefully paired with time segments and / or linked with appropriate programming, known as "media vehicles". This helps to ensure the intended audience is being reached with the marketing message. While initial production costs of a television advertisement are high, it is likely to reach a mass audience and, therefore, maintains a low cost per viewer, making it an efficient communication platform. Radio Radio by definition is the broadcasting of sound programs to the public and today can be live streamed through a broadband connection or digitally transmitted into people's cars or homes. Despite being the oldest form of media transmission still being used, marketing via radio remains a popular and effective choice due to its relatively lower cost and convenience (radio exposure can occur during transit, at work, and during recreational activities). Due to the lack of a visual aspect, radio advertising attempts to create imagery in the consumer's mind. Radio advertising is also extremely effective at reinforcing messages encountered in other channels (such as television). A familiar jingle or voice associated with a brand enhances brand and ad awareness, ultimately increasing brand equity. This is an example of "Integrated Marketing Communications", in which multiple marketing channels are simultaneously utilized to increase the strength and reach of the marketing message. Like television, radio marketing benefits from the ability to select specific time slots and programs (in this case in the form of radio stations and segments within). Fill et al. argue that radio communication promotes "emotional consumer–centric associations" as each listener is forced to construct a visual representation of the words and sounds such as music in their minds. A common technique used by companies is known as imagery transfer, where a complementary visual television advertisement is used alongside a one-dimensional radio advertisement featuring a similar audio track to stimulate a visual association between the two. Research suggests this sub-conscience relational thought process greatly benefits future brand recognition and awareness. Radio infomercials are often a simple script that is read out by the presenter. This is quick and does not require extensive lead times due to minimal production efforts. Print Printed media is the most basic form of media advertising. It is the most challenging to create strong imagery with, due to its lack of sensory stimulation, but can be effective in efficient, clear information