DAVE COLEY

I learned decades ago that buying broadcast radio/TV airtime and masterminding broadcast radio/TV creative in markets, large and small, nationwide that buying broadcast airtime efficiently and producing effective commercials for advertisers is half science and half art, and it’s all in the experience and know-how of the ad buyer and ad creator/creative.

I am the ONLY ad man nationwide in the USA, that, year in and year out, SINGLE-HANDEDLY, personally and without any other employees or associates, negotiates and places radio/TV ads and produces broadcast radio/TV ads on 100+ broadcast radio/TV stations CURRENTLY and have EVERY year for the past 35 years straight and, remarkably, my advertiser/clients use my services and continue advertising on broadcast radio/TV 52 weeks a year, EVERY year!

My expertise and know how is built upon getting my clients the lowest possible broadcast radio, TV and cable TV costs per spot the stations and networks will allow to get the best possible shows, times and days available that for decades have proven to get the advertiser the most response from the most qualified leads.  

Average per year billing 7 to 10 million dollars a year in broadcast airtime for past 35 years and I do this solo, no other employees or associates. 

Every broadcast radio/TV advertiser/client currently using my services has been on broadcast radio/TV advertising for 20 to 35  years straight, 52 weeks a year in U.S. markets large and small nationwide 

I personally do all negotiating of airtime deals with broadcast radio/TV stations to buy my clients’ broadcast radio/TV airtime. My mandate? Save you, the advertiser money on the broadcast radio/TV & cable TV airtime you buy! 

I personally help produce all my clients’ radio and TV commercial creative. My mandate? Creative is ONLY creative if it sells product or services for you, the advertiser! 

For the past 35 years, and currently, I’ve been doing nothing but broadcast radio/TV and cable TV media buying as well as producing direct response radio/TV commercials that garner the most savings to the advertiser while working in-house all these years with the advertisers/clients I represent.

For 10 years of the 35 years, I worked for two local NBC-TV affiliates in broadcast airtime sales and TV ad production working with advertisers and ad agencies who saw in me someone they wanted handling all their radio/TV airtime buys and creative so I left broadcast TV and went solo in 1987.

Prior to working in broadcast TV my post graduate college masters study focused on communication research, methodology and statistics with emphasis on measuring consumer behavior and broadcast media audience ratings and measurements as well as normal psychology and rhetoric.

I live and breathe the broadcast radio/TV advertising business.

OPTION #1

For a small, negotiable, flat fee per week based on the work load you give me, I will help you, the advertiser, the ad agency or media buying service make sure you are getting the most “bang for your buck” from your ad agency, media buying service, broadcast radio station, broadcast TV station or national cable TV network or local cable TV operator and, if necessary, WITHOUT the agencies, buyers and stations knowing you, the advertiser, are getting help from a radio/TV media consultant.

OPTION #2

For a small, negotiable, flat fee per week, based on the work load you give me, I will negotiate with broadcast radio/TV stations, national cable TV networks or local cable TV operators and place your airtime buys on the air as well as help produce your radio/TV commercials.

Like all my clients that I’ve worked with over 35 years doing broadcast radio/TV advertising, if you work with me all my deals are done with a simple, verbal handshake. There are NO contracts, NO fine print AND IF YOU DO NOT LIKE WHAT I DO FOR YOU THEN IT’S A REAL SIMPLE ARRANGEMENT…JUST DON’T PAY ME!

No hard feelings either way. But I know I can help you, the advertiser, through the muck and the mire of dealing and negotiating with broadcast radio/TV and cable TV media people.

If you want the answers to any one of the following questions then i can be of money saving service to you. And if you have ANY question you’d like answered on anything about broadcast radio/TV advertising and cable TV advertising, ask me anything, but expect frank, bold, possibly unheard of answers to all your questions based on 42 years of academic and broadcast radio/TV experience.

1

Is it possible your ad agency or media buying service is charging you, the advertiser, MORE PER SPOT than the stations are actually charging your ad agency or media buying service? If so results in windfall profits for your ad agency or media buying service over and above the commissions your ad agency or media buying service is already charging you, the advertiser. And how do you prevent this from happening?

2

Ever wonder why your radio or TV commercial creative or ad placement did not get the results you expected?

3

Ever wonder why the average length of time that an advertiser stays with one particular ad agency or media buyer is only up to one to three years before you, the advertiser, tells them “You’re fired”?

4

When you, the advertiser, walk into an ad agency that’s pitching you for your business with their “dog and pony” show, what’s the question you should ask about all those advertising/commercial awards you see lining their walls?

5

Once you, the advertiser, are pitched by an ad agency or media buying service with their “dog and pony show” and you then award your advertising business to an ad agency or media buying service, how is your business then treated internally, “inside” the ad agency or buying service and why?

6

What do ad agency creatives and radio/TV production people too often tend to do when creating your radio or TV commercial?

7

How do you know for sure you are getting the absolute lowest rates on the stations you are advertising on?

8

Why don’t ad agencies and media buying services always try to get you, the advertiser, the absolute lowest possible rates that radio/TV stations will allow?

9

Without your ad agency or media buyer ever knowing you were inquiring about this, would you want an evaluation to see if you, the advertiser, are getting the absolute lowest possible rates and spot placement the stations will allow?

10

Do you, the advertiser, want to know why you never should buy airtime off the station’s retail rate card or wholesale direct response rate card?

11

What are the legal, financial and negotiating advantages of paying for radio/TV station airtime “cash in advance” (CIA) or “pay as you go” compared to applying for credit with the station?

12

Would you like to know what radio/TV stations, ad agencies, media buying services and other media sales reps are saying, off the record, behind your back about you, the advertiser?

13

Because of all the confusing small, fine print you may see on a media contract, when you sign off on any contract for airtime with any media sellers of any kind including broadcast radio/TV stations or national cable TV networks or local cable TV operators, ad agencies and media buying services, to protect yourself, legally, against the sellers of airtime what should you always write on every contract you sign off on?

14

What’s the most effective type of local broadcast RADIO advertising that you should always inquire about when considering broadcast radio advertising?

15

What do local broadcast radio “remotes” do for you, the advertiser, and how do you get the “remote” for the lowest possible cost if you cannot get it for free?

16

What are all the things you need to know to negotiate the lowest possible spot rates and best possible spot placement on broadcast radio/TV stations, national cable TV networks and local cable TV operators?

17

If you’re an advertiser that relies on getting phone calls from your radio/TV & cable TV advertising, what can you do to help ensure the stations do not artificially pump your phones with phony phone call leads?

18

How do you get your best deal on radio/TV stations’ and cable TVs’ low cost per spot “package” deals?

19

What do they NOT want advertisers to know about 30 minute infomercials?

20

When a radio/TV station, ad agency or media buying service pitches you, the advertiser, on a media buy that emphasizes audience ratings and measurements to get the action you need to generate sales/revenue, what questions do you ask to make sure their plan of action will work, especially if it’s not your creative ad copy or commercial that’s in question?

21

What radio listener and TV viewer psychology goes on during a commercial break on broadcast radio/TV vs. what the broadcast radio/TV audience measurement ratings show you?

22

What’s the most efficient, most effective formula for writing broadcast radio/TV copy to sell your particular product or service?

23

Since broadcast radio advertising is oftentimes hard to make work for you, the advertiser, so what’s the most effective kind of broadcast RADIO advertising you can do to get the action you need to continue advertising on broadcast radio?

24

Where are the most effective commercials/spots placed on broadcast RADIO?

25

How do you, the advertiser, make sure you get a good deal on broadcast radio/TV airtime, year after year, without facing increasingly higher and higher broadcast airtime rates year after year?

26

How do you, the advertiser, get lower broadcast radio/TV rates than the politicians during election political windows?

27

What are the advantages and disadvantages of “time blocking” placement of your commercial when buying broadcast radio/TV airtime?

28

How can you, the advertiser, make sure the broadcast radio/TV stations “code” the dayparts where your commercial will air to most benefit you?

29

What broadcast RADIO audience measurement ratings don’t tell you about broadcast radio station formats?

30

What actual broadcast TV shows tend to get you more calls compared to similar TV shows with the same audience measurement ratings?

31

Why are radio/TV audience measurement ratings periods deceiving?

32

On broadcast TV what’s the relation between the audio you hear and the video you see when communicating your message?

33

Why do the worst looking, worst sounding ads on broadcast radio/TV sometimes get you, the advertiser, better results than the costliest, prettiest, slickest, most creative ads you see on radio/TV?

34

What the most effective length of broadcast radio ads to air and why? No matter what the radio sales reps may try and tell you.

35

On broadcast RADIO how do you make sure you get for FREE the stations’ digital and online services?This includes streaming, online blogs, social and web site banners?