Most business owners recognize both the power and expense of marketing through television. In addition, most business owners and clients watch plenty of really bad television commercials. Poor quality commercials dominate local television.
Today’s television offers multiple opportunities to market your business:
- Community television
- Community bulletin boards
- Digital sub-channels
- Appearances on local talk shows
Pros and Cons of Using Television as a Vehicle
All Business consultants offer ideas about the pros and cons of advertising on television. You should read the article to learn more:
- Pros of television
- The Show and Tell Effect
- Reaches a bigger audience
- Ads get your attention
- Adds instant credibility
- Adds personality
- Cons of television
- Ads demand good scripts and strong offers
- Ads are hard to change
- Mass medium, not a targeted one
Tips for Enhancing Your Impact on Television
Buzz Marketing shares dos and don’ts for using television:
- Do
- Use TV as a way to legitimize, launch, or reposition your brand
- Investigate buying “remnant” TV media for less
- Make opportunistic buys at less than retail prices
- Make sure your TV spot looks like nothing else on TV
- Make sure you have a compelling offer & newsworthy announcement
- Pay special attention to audio in your TV spot
- Make sure people in your TV spots look right in the camera
- Include a call to action (website, telephone number, SMS number, etc.)
- Understand that early AM and late evening produce higher response rates
- Ensure the creativity of your costly TV media makes a difference
- Bad TV spot in good TV media can be one of the worst ad techniques
- Test your TV content on the Internet before putting it on TV
- See the product when the words are said and show the actual product
- Recognize likeability of ads (plus offers) produce the highest sales
- Learn the basics of targeting and indexing the cost per thousand impressions (CPM)
- Don’t
- Always do what you like…let the numbers dictate
- Accept mediocrity in your TV creative
Saturday we will explore the benefits and disadvantages of marketing vehicle of radio
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