on True County KLTI
Radio advertising can help your business do more business! It's really quite simple -
the more people you invite to do business with you, the more potential customers you'll attract. Click
the logo above for more Radio Advertising Facts.
If you have questions about how to implement an effective Radio Advertising
campaign, call us at (660) 385-1560 or e-mail email@example.com
At KLTI, we're in business to help you do more business!
Frequently Asked Advertising Questions
The KLTI 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
Should I advertise?
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 area hear
why they should do business with you, you need to select an advertising platform (radio, television, print,
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 Bureau)
- 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
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 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 analysis.
What are the most frequent mistakes advertisers make?
- 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 suggest?
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 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 working?
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 beneficial.
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 house.
In-House Production is provided at no charge 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 standard
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 the listener.
Employing the highest quality voice talent and producers to turn words on paper into
Our company is very aware that better tools make a better product. The Best
Broadcast Group 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
What should I say in my commercial?
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
How much is commercial production?
As part of the Best Broadcast Group family of radio stations, 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 advertise
Yes! Contact us so we can suggest a plan of attack.
Do you have sales or specials?
You betcha! Your Best Broadcast Group Sales Representative will be happy to
explain all the details.
I'm a retailer, what's best for me?
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 consistent approach.
I'm NOT a retailer, what's best for me?
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 day, forever.
I'm having an event, how should I advertise?
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
What about television and cable advertising?
We use it, but darn if it isn't expensive. Getting a good commercial that doesn't
look cheap can run thousands of dollars, and buying prime time can cost hundreds of dollars for just
thirty-seconds. Effective television advertising can get costly.
Imagery Transfer: If you have been running on television, use the audio from your TV ad or
let us develop a similar copy, and benefit from “imagery transfer.” Seventy-two percent* of consumers will visually
see your TV ad while hearing your radio ad at a fraction of the cost. It works well for AT&T, Budweiser
and Coke; it can just as easily work for you. (*Coffin & Tuchman, NBC-TV)
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
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 money.
What about Internet banner advertising?
For non-national advertisers, a web site is functional as a consumer research tool (just
like this one). In fact, at KMCR and other Best Broadcast Group stations, we offer banner ads on our station
websites. Call us for details.
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, 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 agency?
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 business?
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.
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 information?
See our contact
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. Contact us and we'll have one of our Sales Representatives 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 policies?
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 there may be 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 this
Because we go through a regimented process including a marketing analysis, custom
marketing plan and more. This process puts all the odds for success in your favor. Our Sales
Representatives 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 suggest?
First, complete a custom marketing analysis or meet with one of our Sales
Representatives. 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 BTA (Best Time Available plan); where your commercial is
heard equally in all four primary day parts, including drive times.
Should I advertise during nights and weekends?
It's not cost effective to “anchor” your commercials in drive time only. When our clients
buy “BTA”, 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 Position”?
These are the primary reasons why you are truly a better choice to the consumer than your
Is there a charge for a Sales Representative to meet with me for a
Why use a Best Broadcast Group Station?
Because we're a different kind of radio company. Our Sales
Representatives 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!
Click on the logo above for lots of informative facts on how to make Radio Advertising
work for your business.