Radio advertising utilizes the power of sound to effectively convey advertisers' messages, making it an accessible and effective medium. This final paper provides an overview of marketing communication, media communication, the history of radio as an electronic medium, and analyzes its importance in the context of modern advertising. The paper explores the role of radio as an advertising medium, with a special focus on the example of Radio Rijeka in the city of Rijeka and the Primorje-Gorski Kotar County. The research is based on secondary data collected from the Ipsos agency, through which the factors affecting the effectiveness of radio advertising in the contemporary media environment are analyzed. The paper provides a detailed insight into the advantages and disadvantages of radio advertising, with special attention given to types of radio advertising such as promotional messages, sponsorships, and prize games, and their impact on the audience. The conclusions of the paper are based on a case study of Radio Rijeka, the most listened-to local radio station in Rijeka, and provide guidelines for optimizing radio advertising. This paper contributes to understanding how radio can be an effective advertising tool in today's digital age.