Television advertising is often bypassed by small and mid-sized businesses in favor of print, radio, and even Internet. They often view TV as too expensive and may believe that only large national companies can advertise on it. While that may have been true a generation ago, the advent of cable television and the explosion in the number of stations and programming has made TV an advertising medium that is effective for even local businesses — a medium that businesses of virtually any size can afford. For certain types of small or mid-sized businesses, television may be a better advertising medium than any other. “Television is an attractive use of an advertising budget since it maximizes the reach of a commercial message and provides the opportunity for your potential customers to visually understand your service or product.
Benefits of Television Advertising:
Geography. Options for advertising on TV include national networks, which reach a national audience; local broadcast or independent stations, which reach a regional or local market; and cable television, which can be national, regional, or local. “Any one or a combination of these can be used to achieve success.
Target audience. Who is your core customer? “If you are trying to sell hearing aids your target audience would likely be adults 55 and older. “Do not, under any circumstance, believe everyone is in your potential market.”
Timing and seasonality. Identify any days or seasons that have the greatest potential for increased revenue, i.e. furniture stores target weekends and ski retailers target winter, Weston says. Something to keep in mind is that rates change every quarter — broadcast TV rates usually rise in the fall when the new season starts for certain shows. Also, when a hotly contested election is on the horizon, demand for TV spots in certain markets may rise.
Contact a Lee Danja Worldwide representative to discuss more about your advertising needs.
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