Radio Advertisement
Radio is probably the best tool to get people informed about your campaign even with television, magazines and newspapers in competition. The cost to run as ad is less than the price to run in respectable circulated newspapers and magazines as well.
Pros are that they have no choice but to listen to your ad (unless it is so horrible they turn the radio station off or change the station) and because they can be sure it was heard by more than them, so in effect generates the spread of word of mouth about you easier.
Cons are that unless you have a voice you feel has power and confidence naturally, you may almost always hire a professional voice over artist. They can be found in Ebay's Elance system, yellow pages, craigslist or a quick google or yahoo search. Before selecting them, scope their resume for accuracy and credence, check to hear examples, previous jobs and ads. Also check their price against other voice-over artists you've considered and their versatility to be able to produce a political ad.
The cost to hire a voice-over artist is never too bad (unless you employ a radio talk show host's voice to broadcast it over their show) never amounting to over a couple hundred dollars, if that.
Another con is than you can never completely know how many people actually paid attention to your ad and acted on it. These advertisements generally should be run a small time before the election day and further back if you plane to use television ads as well (television ads should be the final promotion tool) this ensures the steps of marketing to the senses of "read, hear, see" in that order which is also the steps for people to consider you seriously.
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