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If advertising on local or national radio, you'll need to research the market, the type of audience, the extent of the coverage and the cost per listener. Ask the local station for details. You should also check a radio station's audience figures.
TV advertising can be costly, but there are a large number of Freeview, cable or satellite TV channels, and some may be able to offer low-budget advertising packages. Ask them for a breakdown of their viewing figures and audience profiles before you make a decision. Remember that even with national TV broadcasters you have the option to regionalise your advertising.