The Thinking Phase is typically the longest of the phases.  Although people in the thinking phase are not actively researching or shopping for your product or service it’s critically important that you reach them with your message.  You want to have your brand already in the customer’s mind before they start to poke around on the internet where all your competitors are waiting for them.  Radio is a great medium for reaching people in the “thinking phase” because it is a passive medium.  It does not require a listener to do anything in order to hear your message.  To learn more about how to craft an advertising message that will move people to action click here.