Frequently Asked Advertising Questions
The South Seas Broadcasting Marketing Department specializes in helping local
businesses grow through cost-effective targeted advertising. With the right audience, and enough frequency, your
advertising dollars can provide a tangible return on investment. Our goal is to make your job easier by reaching
enough of the right customers to positively impact your business. The secret formula for advertising success comes
down to this: What you say times how many times you say it!
Below you'll find many of our most frequently asked questions. Scroll and search
the list or if you cannot find what you are looking for, e-mail us at firstname.lastname@example.org.
If you need to ward off increased competition
or generate additional customers, then advertising is a necessity. Because you can't yell loud enough to let
the entire territory hear why they should do business with you, you need to select an advertising platform
(radio, television, print, etc.).
When you advertise, you are buying an audience. We provide unique
audiences so your advertising dollars are not wasted reaching people who are unlikely to do business with you,
while focusing on those that will!
Is radio right for me?
If people who listen to radio do business with you, then radio is an option to explore… and 96% of us listen to
radio every week*. (*Radio Advertising
Radio can expand your market reach
Radio can target your best prospects
Radio can generate sufficient message frequency
Radio can reach mobile consumers
Radio can motivate people to shop
Radio can establish a relationship with customers
Radio can break through competitive clutter
Radio can make a lasting impression
Radio can maximize your advertising investment
If radio were invented today, it would be all the marketing rage.
Why? Because we live in an on-the-go society, and unlike newspaper or television, radio is with us everywhere… in
the car, in the office, and all over the house. Radio's mobility, intrusiveness and target ability makes it a
cost-effective marketing platform for nearly any type of business.
How do I get started?
Research our Web site to answer your basic questions. Then, contact us so we can
perform a custom marketing analysis for you. After answering a series of questions and telling us what you want to
accomplish, we can inform you of appropriate promotions or provide you with a custom marketing plan and demo
How much does advertising cost?
That depends on how much of an impact you want to make and how much competition you
have. Though you can purchase an occasional special package for a few hundred dollars or less, our most
effective advertisers pick a station and invest $500 to $5,000 per month. Finding the budget you're
comfortable with while providing a sufficient Return On Investment can be developed through a marketing
What are the most frequent mistakes advertisers
1) Not filling up one cup before moving to the next. Many business owners think they
need to do a little of everything instead of doing one thing well. It's been said, “I throw my advertising dollars
against the wall and hope some of it sticks.” Almost any business can get all the customers they need by simply
attacking and owning a radio stations audience.
2) Quitting before the advertising can work. Advertising is like
trying to get in shape. The beginning is the hardest part and the benefits truly begin when you think you've given
your all. In order to get your desired body shape when working out, you must earn it by sticking to your plan.
Successful advertising is no different.
I want to build my business, what do you
Be honest with your expectations and investment you're willing to make. Then call us
to do an in-person marketing analysis interview. We can then provide you a demo tape and custom marketing plan that
matches your goals and targeted demographics.
What's the best way to advertise?
Unless you're having a special event, continuous advertising yields the greatest
long-term benefits. Not everyone needs your products or services today, so advertising for a month is a crapshoot.
Reminding a large group of consumers who are most likely to do business with you about your unique selling position
over and over is most beneficial. When any of our listeners need your product, our goal is to have your business in
their top-of-mind recall.
How long does it take for advertising to begin
This depends on what you are selling and the offer you're making. Tell people to visit
you for a free $20.00 bill, and you'll have a traffic jam outside your business. Otherwise, advertising is similar
to pushing a car - it's tough at first, but the more you push, the easier it gets. Soon enough you can move the car
along with minimum effort. We tell our large custom marketing plan clients, “In three months you'll hate me, in six
months you'll talk to me and in ten months you'll be inviting me to your house for dinner.” Stick with your plan
and you'll be provided a healthy return on investment.
What is TOMA?
TOMA (top-of-mind awareness) advertising yields great long-term benefits. Not everyone
needs your products or services today, so advertising for a month is a crapshoot. Reminding a large group of
consumers, who are most likely to do business with you, about your unique selling position over and over is most
Which station is best for me?
Ask yourself, “What is the profile of the person most likely to do business with you?”
Be specific. Now, match up that consumer by reviewing individual stations. Once you've discovered the right
stations/audiences that are most likely to do business with you, contact us for a complete marketing
Who makes my commercial?
We can produce your commercial, or we can suggest an outside production
Production is free for all our advertisers.
Our custom marketing plan advertisers receive agency quality
production from our Creative Services Department, and our sales/event/occasional advertisers receive professional
Our mission is to create top quality advertising that works for
our client's custom marketing plan. How? By Listening to the client to find out what their true needs and goals
are. Spending the time required to develop the right message to serve the client's needs.
Crafting creative ads that will make an impression in the mind of
Employing the highest quality voice talent and producers to turn
words on paper into magic!
Our company is very aware that better tools make a better product.
Delta Radio uses only state-of-the-art digital production facilities. Is this overkill? We don't think so. We
believe our clients deserve the best that we can give them, and it shows in our work.
What should I say in my
Ask yourself, “Why should someone do business with me?” Be specific. “What truly makes
me a better choice than my competitors?” “What makes us special?” “What is our Unique Selling Position?” Take a
look at your strengths versus your competitor's weaknesses that can result in taking business from them. Our goal
is to grow your business by getting you your unfair share of the market's dollars from your competition. A
completed marketing analysis can help us fine-tune your message to the right audience(s).
How much is commercial production?
At South Seas Broadcasting, both writing your ad and producing it are free. We provide
standard voiceover production for all occasional advertisers and complete agency quality production via our
Creative Services Department for all Custom Marketing Plan clients.
How can I guarantee success?
After ensuring your business is in fine operating order, stick to a well-constructed
advertising theme month after month. If you deliver your message consistently to the right people, your advertising
will yield rewarding results.
I'm a small business with a small budget – can I still
The bare minimum recommended spending
can be as low as $300.00 per month based upon some specific goals and limitations. That would perhaps get you one
newspaper ad, but we can develop a plan that delivers consistent advertising throughout the month. Contact us so we
can suggest a plan of attack.
Do you have sales or specials?
You betcha! Your South Seas Broadcasting Business Development Specialist will be happy
to explain all the details.
I'm a retailer, what's best for
Do you live and die by sales events or do you want more consistency for your business?
Sales event advertising can drive customers, but it's the “caffeine of marketing.” The more sales you have, the
more advertising you need. However, if you want a steady, non-fickle customer base, we recommend the more
I'm NOT a retailer, what's best for
Consistency, consistency, consistency! Whether you're a doctor, lawyer or carpet
cleaner, a well-developed commercial stating your unique selling position will keep you in the consumers mind when
the day comes form them to need your services. We firmly believe the best approach is Long Term Consistency, with a minimum of 4 ads a
I'm having an event, how should I
Heavy. We recommend fifteen to twenty commercials a day for a minimum of three days
prior to an event or major sale. For Short Term Impact
we recommend determining a budget and scheduling a minimum of 1 or 2 ads per hour from
the time an event or sale starts scheduled backwards until you run out of money.
What about newspaper advertising?
We're not crazy about it and rarely use it ourselves. Some advertisers use newspaper
because it's easy to write ad copy. But, circulation is down, ad prices are unreasonably high, and noting scores
are less than impressive. Newspaper was great twenty years ago when we had time to sit and read it everyday. But
we're too “on the go” now. Newspaper can't target your customers so there's too much wasted marketing dollars.
Plus, you never know where your ad will be placed or whose ad you'll be next to.
What about yellow pages?
According to most marketing experts, the yellow pages are dead. Most people get phone numbers online or by calling
directory assistance. If you're spending money in the yellow pages, it's like setting fire to your
What about Internet banner
For non-national advertisers, a web site is functional as a consumer research tool
(just like this one). In fact, at South Seas Broadcasting, we offer banner ads on our station websites. Call us for
What about billboards?
They're a great way to say, “Turn here,” or “next exit.” However, telling the story of
your business's benefits in just a few words and a picture is difficult. If you can't afford at least eight “100
showings” a year (approximately 5-10K each for four weeks), we don't recommend them.
A high-profile billboard can add a splash if you have the budget
and are already effectively TELLING your story on radio or television.
What about other radio stations?
We're big radio fans because of its target ability. If there's an
audience that we can't provide you, let us know. We'll provide any contact information you need.
Should I hire an advertising
If your budget is sufficient to develop a complete multi-media approach with extensive
creativity, there are some talented advertising agencies to choose from. However, for most local businesses,
advertising agencies are typically too expensive.
Should I have a jingle?
If you intend on using electronic media (radio, cable, TV), a jingle can really tie it
all together. If you're willing to invest in a music image campaign, we'll reward your commitment. Have one
produced, become a custom marketing plan advertiser, and we'll rebate your investment in bonus radio
What's a positioning statement?
All major companies use positioning statements. It's a necessity. Wal-Mart's very
effective positioning statement is "Always the lowest price, always". This statement lets you know exactly what
this business is about! You can use your positioning statement in all your advertising (radio, print, TV). Just try
to keep it 3 to 5 words and be sure it hits on your unique selling position.
What is image advertising?
When you advertise image, you're establishing "mind share" as versed to market share,
and avoiding the “I've got to have a sale” syndrome. Establishing your unique selling position(s) with clarity,
creativity and consistency is at the heart of image advertising.
What is branding?
Establishing in the consumers mind your unique selling position(s). It helps prospects
understand why they should do business with you rather than your competitors.
How does a buying cycle affect my
We all have needs that create buying cycles. As a business owner, you want the
consumer to think of you when they need your goods or services. A specific listener may not need an attorney,
dishwasher, new sidewalk, or retirement plan today. But, what about those who need these items next month… or next
year? Create your business as a point-of-destination in the mind of the consumer. When they have forgotten about
your competitor's ad minutes after they pass over it in print, you'll be there to TELL them your story, with
consistency, day after day. That's how you create Top-of-Mind-Awareness and that's how to fight through
a consumers buying cycle.
Should I do a "remote" (live
Live broadcasts are great for grabbing attention for a major event
or sale. Our radio stations provide talent, engineering and great visibility. In most cases, weekend broadcasts are
booked a month, or more, in advance. Contact us to check on available dates and times.
What is reach and frequency?
An advertising term that calculates how many people you'll touch with your commercial
(reach) and how often they'll hear that message (frequency). Research shows if you can reach two-thirds of a radio
stations audience 3.5 times each; your ad will break through and be heard. Contact us and we'll provide you the
number of ads needed to achieve exceptional reach and frequency.
How and who do I contact for more advertising
See our contact page.
What's a “Custom Marketing Analysis?”
This is the worksheet used to discover your needs and find out if we can help you
achieve your marketing goals. A Business Development Specialist will meet with you one-on-one for a free, no
obligation marketing analysis.
What's a “Custom Marketing Plan?”
This is our marketing recap we provide after you've completed a marketing analysis.
Custom Marketing Plans are free and provide our recommendations on how to best achieve advertising success based
exclusively on your goals and needs.
What's a radio demographic?
It's a group or cell of the population who listens to one or more of our stations. Our
goal is to match your targeted demographic (target prospects/customers) to one or more of our matching
What are your payment terms/credit
We accept cash, check or credit cards (MasterCard ands Visa). We are also pleased to
extend payment terms with approved credit.
Do I have to sign a contract?
Signing off on your approval to run an advertising campaign is standard procedure,
although they're maybe a few exceptions. It protects you with a low rate guarantee and provides written permission
and consent for us to promote your business.
I tried radio once and it didn't work, why would it work
Because we go through a regimented process including a marketing analysis, custom
marketing plan and creative demo commercial. This process puts all the odds for success in your favor. Our Business
Development Specialists are trained not to be good salespeople, but intelligent marketers. Suggesting a campaign
that does not work is as unacceptable to us as it is to you.
What is co-op advertising?
It's advertising paid partially by you and partially by one of your vendors. For
instance, you may carry a new widget from Acme Company. Acme would pay 50% or more of your advertising bill for
sharing time in your ads. Contact your vendors and ask if you have co-op dollars available.
Do you have any success stories?
We do. Ask and we'll be happy to share them!
I don't have a large budget, what do you
First, complete a custom marketing analysis or meet with one of our Business
Development Specialists. We can then suggest if the occasional special would be best for you, or if you can afford
to invest in a small single station name awareness marketing plan.
What is drive time?
Morning drive is 6am to 10am, and afternoon drive is 3pm to 7pm. The other primary
radio “day parts” are mid-day, 10am to 3pm and evenings, 7pm to midnight. Though drive-time rates are available,
the most cost-effective rates are ROS (Run Of Station plan); where your commercial is heard equally in all four
primary day parts, including drive times.
Should I advertise during nights and
It's not cost effective to “anchor” your commercials in drive time only. When our
clients buy “BTA/ROS”, their commercials run equally in all day parts, including drive times.
Attacking a night and weekend audience is a great way to stretch a small advertising
budget. Think we're kidding? Think of the hundreds of possible customers you could easily influence who work night
and weekend shifts at hospitals and plants in our area and the hundreds who are running errands on the weekends.
For just a small percentage of the number of people listening on the weekend drive through the parking lots of the
area and imagine all those car radios turned on. Plus, there's less advertising in the evening and weekends, which
means your commercial will be noticed even more than usual.
What is a “Unique Selling
These are the primary reasons why you are truly a better choice to the consumer than
Is there a charge for a Business Development Specialist to
meet with me for a marketing analysis?”
Why are your advertising sales reps called "Business
Because we're a different kind of radio company. Our Business
Development Specialists have been trained to help our clients develop their businesses through effective marketing
campaigns. They're not here merely to sell you advertising because that's not what we are about. We're here to help
YOU sell YOUR stuff!