Perry Advertising, Inc.
The Un-Agency
Perry Advertising, Inc., established in 2018, specializes in lead generation for service businesses and retail advertising. We are recognized as one of the top agencies in the business for strategic media buying – mastering both traditional broadcast spot and cutting-edge digital streaming platforms. We regularly deliver 2-3 times the amount and efficiency of linear television, cable, radio and streaming that conventional media wisdom says is possible for the money spent.
Besides our price buying expertise, we practice hybrid scheduling techniques that concentrate the impressions for more controlled frequency, which generates the most cost efficient leads for direct response advertisers or more strongly drives retail store traffic.
The basis of our media capability is Rick Perry’s unique experience under the tutelage of David Ross at Ross Advertising. David was a second generation pioneer in the TV advertising business, with a retail background as a broadcaster, selling media time. While Rick was the Vice President of Ross Advertising for 18 years, he learned the media landscape as well as those selling the media, allowing him to short circuit stations’ selling strategies to achieve the least expensive deals and most favorable spot placements for Perry clients.
Rick has extensive experience in all aspects of creative; copywriting, talent search, staging, production, directing and editing. However, we are no longer a full service advertising agency. We specialize in media buying. With that said, we are well equipped to consult on creative to make the most of limited commercial time. We can help your creative break through the commercial clutter, making the most of every impression. We believe it is not only possible to convey brand imagery and product/price value within the confines of 30 or 60 seconds, but a necessity on limited budgets. Our years of experience have provided the means for us to develop a creative formula that hits on all cylinders. Perry creative knowledge is time proven to be strategically correct for driving measurable and ongoing sales increases.
2-3x
More Media Than Conventional
25+
Years Experience
100%
Client-Focused Results
Perry, the Un-Agency
Un-Conventional Methodology · Un-Paralleled Success
Conventional media wisdom works just fine if you have the budget of General Motors or Coca-Cola.
But, if you have a limited budget, those utilizing conventional media wisdom will tell you that you don't have enough money to advertise or they will take your money and fail.
Perry utilizes Un-Conventional media methodologies to apply limited budgets on TV (broadcast, cable, satellite & other ADS), radio and digital streaming, with an Un-Paralleled track record of success.
The next two pages on this web site, 'Price Buying' and 'Spot Placement' give a brief explanation, in everyday language that makes sense, of how and why Perry media methodology has delivered measurable return on investment for advertisers in a wide variety of categories. We pride ourselves on treating our clients' money as if it were our own.
Un-Conventional
We break the rules of traditional media buying to deliver exceptional results, when others see limitations. Our unconventional approach makes small budgets lead to big impacts.
Strategic
Every dollar is strategically placed for controlled frequency to the same audience. We practice hybrid scheduling techniques that concentrate impressions for cost-efficient results.
Results-Driven
Our methodology delivers 2-3 times the amount of media that traditional wisdom says is possible. We generate measurable lead generation and retail traffic increases that directly impact your bottom line.
Price Buying
One Of The Very Few 'Deal Shops'
All media rates are highly negotiable; broadcast & cable TV, radio, digital, outdoor, skywriting and everything in between – by as much as 300%. All advertising agencies and media buying services know this - at least should know this.
Perry Advertising is a 'Deal Shop'. Rick Perry personally negotiates media every quarter, with sales managers, not account executives or rep firms. Sales managers know where the bottom is, and they are authorized to write in the orders.
Rick knows as much, or more, as those selling the time and space know about their inventories. This levels the playing field and takes about 95% of the BS out of the negotiation.
We are in a relationship business. The station managers of today were the sales managers of yesterday. The sales managers of today were the account executives of yesterday. Rick has been building relationships in the advertising industry since 2000. Rick is a hard negotiator, but he is never unreasonable. He never asks something of the sales manager that can’t be done. There is a mutual respect between Perry Advertising and the media.
Spot Placement
'Be Somebody Somewhere'
Most advertisers don’t have the budget to be everything to everybody. Advertisers with limited budgets still achieve success with Perry because Perry methodology enables them to “Be Somebody Somewhere.”
Too few exposures to an advertisement will result in failure, wasting the client’s valuable dollars. Adequate frequency of impressions TO THE SAME HUMANS is necessary for success.
Relying solely on the standard reach & frequency reports can be misleading – not to say they are bad, but they cannot be the end all for media planning and scheduling. Furthermore, rating points and the cost per point cannot be the sole reliance for media planning and scheduling either. Perry media methodology does not solely depend upon Nielsen, Comscore and other numbers to plan a media buy.
Reach
The media monitors, Nielsen, Comscore and others, monitor a very small percentage of the households in a given market to extrapolate the viewing patterns of hundreds of thousands or even millions of households in a DMA. It is simply not enough to provide accurate data.
Frequency
Reach without controlled frequency to the SAME HUMANS is wasted. Frequency runs assume all viewers see all spots. For example, if an advertiser airs a commercial on ABC at noon, another on NBC at noon, and a third on CBS at noon, the frequency report assumes you saw all three spots. Unless you were watching three TVs...
Additionally, if a viewer sees a spot on ABC’s Good Morning America at 7:03am on Monday, it would be questionable if the SAME HUMAN would also see a spot on NBC’s Late Night with Jimmy Fallon at 12:45am on Thursday. Yet, the standard frequency report assumes you saw both spots.
Without building frequency to the same people, the advertising message is most likely to go in one ear and out the other. Perry Advertising's controlled frequencies go a step beyond the standard media reach and frequency runs in order to drive optimal results.
Rating Points
A point is not a point. Monday’s points on program A may not be as valuable to you as Friday’s points on the same program even though they cost the same. Points in one daypart will not cost the same as points in another daypart. Points on broadcast TV are not the same as points on cable TV, which are not the same as radio points. On limited budgets, when too much emphasis is placed on delivering the most points, frequency to the SAME HUMANS suffers.
Be Somebody Somewhere on TV
Perry buys media by specific programs, not rotators, to achieve controlled frequency to the SAME HUMANS.
Searching out the cheapest points can result in placements across all days of the week and all dayparts.
This type of placement delivers very little, if any, frequency to anyone.
At Perry, we understand that people watch broadcast TV just one of two ways.
Appointment TV – Program specific, day after day, as part of their lifestyle,
or as a background companion – Hour after hour.
We don’t have enough budget to be everything to everybody.
So, we consolidate to the most productive days of the week - consistent with the natural business curve. (This W-Sa example is for retail advertisers – Lead generation advertisers would be consolidated to M-Th)
Then we ID groups of programs, within dayparts, which target our demo. (This example is for retail advertisers – For lead generation advertisers we would also consider programs’ response characteristics)
We place spots where the horizontal and vertical lines intersect.
Achieving controlled frequency to both types of viewers on the same dollars spent.
Perry media works on smaller point levels because we consolidate the spots for a significant delivery to a controlled piece of the market. Without the Perry Media strategy, you will need a much higher point level to generate leads or drive store traffic.
Be Somebody Somewhere on Radio
Perry also cherry picks the delivery of radio spot placements. But radio is much different than TV. TV is the perfect medium for mass appeal products and services. Radio is better suited for more narrow demographics.
For example, a casual dining restaurant appeals to a very wide range of demographics, gender, age, ethnicity, income, etc. We would prefer TV for that target. But if we were selling a sun tanning product, we would use a Top 40 radio station to reach a narrow, young target. We would select the station format best for delivering our target. Then like TV, we concentrate the impressions by day and daypart to "Be Somebody Somewhere."
On radio, to either generate leads for direct response or for retail traffic building, we utilize foreground, not background formats. The foreground format demands more listener participation. For lead generation, the most effective formats are News and Talk and the most effective dayparts are, in rank order, Midday 10a-3p; AM drive 5a-9a; PM drive 3p-8p. For retail, formats and daypart choices depend upon the product.
Be Somebody Somewhere on Cable TV
Broadcast TV viewership tends to be day and time specific – that is appointment TV. We have found that most cable viewership is the direct result of channel surfing because programming is much less consistent on cable than on broadcast.
Cable companies prefer to sell a time buy as broad as ten or more networks, regardless of budget size. This is for the benefit of their own inventory control. For advertisers with limited budgets, Perry generally condenses to about 4 networks. We schedule the spots, confining the days and the times, so the commercials fire off every 1-2 hours.
This change in methodology for cable is necessary to deliver controlled frequency because of the different cable viewing patterns.
Be Somebody Somewhere on Digital Streaming Platforms
Digital streaming platforms emphasize their targeting capabilities. But you must be careful. A target is not a target. For example, if an advertiser is selling casualty insurance for motorcycles. One digital platform may have the ability to only target motorcycle enthusiasts. Another platform may only target people who are highly likely to own a motorcycle. Finally, your dollars will be best spent targeting actual motorcycle owners.
For this example, you also have the opportunity to choose a gender target. Sure, both men and women ride motorcycles. But if a lot more men ride than women, your efficiency will be much greater advertising only to a male target. On a limited budget, efficiency is everything.
Digital streaming platforms are sold differently than linear TV and radio. Streaming is sold by the number of impressions. Obviously, the providers want to sell as many impressions as possible. But often, taking the suggested number of impressions from the sellers will lead to overkill and wasted money. Remember, efficiency leads to success. Perry Advertising does the research to estimate the number of consumers in your target universe. With having knowledge of the number of people you are targeting, you can calculate an efficient number of impressions needed.
Creative
The Impact of the Message
Perry’s niche is making big things happen on limited budgets. This means that your creative message must stand up immediately and be impactful with the first impression. We must establish recognition and become top of mind with fewer impressions.
As stated earlier, Perry Advertising is a media buying service. But Rick Perry has experience utilizing time proven strategies, formulas and techniques to break through the commercial clutter.
Limited budget advertisers cannot afford to run separate branding and sales building campaigns. Perry can teach you to produce creative that brands your company’s unique attributes and drives results within the same communication. Few agencies, large or small, have the knowledge gained through experience to achieve this. Perry influenced creative is the work horse of our clients’ campaigns. Perry will consult on creative to ensure it is utilitarian.
It's People Who Make It Work
A successful advertising campaign hinges upon the ability to draw upon our:
​
-
knowledge of the category
-
knowledge of the lifestyle and purchasing tendencies of the target audience
-
knowledge of the best current media opportunities
-
past successes
-
creativity
-
commitment to your goals
Rick Perry
President
BIO
Rick’s career began with 30 years in quick service restaurant management. He started in Chicago where he graduated from Lewis University in 1975 with a BA degree in Business Administration, with an emphasis in Mathematics. During that time, Rick managed a single QSR location.
The next steps in his career afforded greater opportunities with a move to Los Angeles in 1984. Rick’s customer service expertise, people skills and analytical orientation resulted in sales building and cost control success. His acumen for teaching subordinates to also excel, led to multi-unit supervisory positions.
Ultimately, Rick held the VP of Operations position with LA’s largest Popeyes Chicken & Biscuits franchise group. He was elected to the Popeyes LA Marketing Co-op Executive Committee, which decides upon promotions and all other co-op issues while managing the advertising funds generated by over $55 million in sales. Rick was elected President of the advertising co-op in 1997. As an example of how highly Rick was regarded by the Popeyes Co-op membership, he is the only non-franchise owner ever elected to the position of President.
The QSR marketing and advertising experience led to a career change and Rick joining David Ross at Ross Advertising, a full service agency, in 2000. His business operations and customer service experience served both direct response and retail advertisers well. His background in mathematics was particularly beneficial for analysis and reporting, especially for direct response advertising clients. Plus, he added an additional level of understanding to marketing and field service for retailers. With Rick, Ross Advertising understood the rationale behind effective promotional offers and the logistics involved with operational implementation.
Sadly, David Ross passed away in 2018, leading to the founding of Perry Advertising. Initially Perry Advertising assumed full service capabilities for all Ross clients. But in 2023, Rick relocated himself and Perry Advertising to Laurel, Mississippi. Media buying duties were not at all affected by the move away from Los Angeles. But production would no longer be feasible. Thus, Perry Advertising became a media buying service.
Everything Rick brings to the table at Perry Advertising is greatly influenced by Rick’s media mentor, David Ross. So, it is very pertinent to share David’s bio.
David Ross
Mentor
BIO
David began his career as a copywriter at KORD-AM/FM in Pasco, Washington. From there he moved to Los Angeles where he graduated with a BA in Radio/Television Broadcasting from California State University Northridge in 1977. During college and the year that followed, he worked free-lance in television production as a cameraman at several facilities, and a production assistant and director trainee at KCOP television. Concurrently, he held outside sales positions.
In 1977, RKO General had thirteen Top 40 Rock AM radio stations across the country. At that time, AM stations were losing audience and revenues to the newly emerging FM music stations.
David Ross was selected as the first specially trained Account Executive in 1978 for KHJ-AM Los Angeles, RKO’s flagship station.
David was personally trained and mentored by Dwight Case, the President of RKO Radio, to cherry pick the best spot placements possible, so they would produce better results for the advertisers, and sell the schedules at a premium. This was intended to keep the station’s revenues up until the implementation of AM stereo. We are still waiting for AM stereo.
David became Director of New Business at Asher / Gould Advertising in 1980. Responsible for new business development, he helped propel that agency from $12 million in annual billing to over $45 million in six years. This was accomplished by identifying marketing and advertising problems, then solving those problems with implementations that worked! David’s boss, Hal Asher, was a pioneer in the TV advertising business. He literally bought the first daytime TV spot to ever air in LA. David spent the next six years working closely with Hal, his second mentor.
In 1986 David opened Ross Advertising, combining the media lessons taught by both mentors. He has been practicing and refining these disciplines ever since. But now, instead of cherry picking stations’ inventory to work better and selling the media time at a premium, he cherry picks stations’ inventory to work better and buys the media time at deep discount for Ross clients.
Comments From Clients
Real results from businesses we've helped grow
Career Opportunities
Director of New Business
We are actively seeking a Director of New Business with killer instincts, armed with creativity and fortified with a "can do" attitude to propel our sales efforts.
​
We provide the tools, training, and environment to achieve unlimited income and live the life less ordinary by offering the most unique methodology for unconventional TV, cable, radio and streaming marketing solutions ever conceived.
​
You provide the brilliance, passion, commitment and willingness to laugh at failure then bask in victory which will aid us in our quest to become the best advertising agency in the history of the universe.
​
If you are an "order taker" you should have stopped reading by now. However, if you are that one in a million, forged from the fires of hell, ass kicking, name taking lunatic that we are looking for, please contact Rick Perry.
