There are basically two types of media: intrusive or proactive, and passive or reactive. Radio falls into the intrusive/proactive category. Intrusive media reach and influence audiences as they go about their daily activities. Only intrusive media can reach and influence audiences to establish a brand and preference for a business before customers have identified a need for that business.

Passive or reactive media, primarily online and print, are those audiences must actively seek out to view in reaction to a need they’ve identified. Strategically, the best advertisers use intrusive media to inspire, and passive media to validate, the pre-need perceptions audiences have about their brands.