Discover deploy effective TV advertising.
According to TVB, a trade association representing the broadcast television industry, in 2010, more than $65 billion was spent on television advertising. According to Nielsen, the average American watches more than 153 hours of television each month.
Television is a powerful advertising medium because it uses many of the senses. Because television use is so broad, using the medium allows you to reach a larger audience than most other media.
If you are advertising on television now or considering it, understand deploy effective TV advertising.
Placement and Testing
Determine the demographics of your target customer. For example, if you are selling to stay-at-home moms, afternoon television is probably ideal. If, however, you are a trade or technical school reaching a less educated market, late evening may be a good time slot.
Test using less expensive fringe advertising time. Evaluate results based on the dollars invested, and hire a media buying service expert. Test several TV ads and determine which one produces the best results. Keep testing new ads against the best performing ad to continually improve your response rate.
Message
Before finalizing an ad, ask to see a storyboard of the proposed advertisement. A storyboard is a series of graphic frames and related copy that can be used to portray the content of a television ad before it is produced.
Deploy 30-second spots so that you can increase the frequency of your ad placement. Frequency helps your message more effectively reach prospects that are barraged with many messages each day.
Make sure the first five seconds of your ad grab the immediate attention of your prospective market, who will tune out your message if the opening is not compelling.
Take full advantage of the visual aspect of television. Show your product in action. If selling a service, show customer testimonials to add credibility to your advertising claims.
Use direct response marketing by incorporating a specific call-to-action in your ad. Use an inbound telemarketing firm to maximize the return from leads generated.
Production
If you know what you want creatively, consider working directly with a production company rather than working through an agency because you can save money. Only settle for high-quality results because the quality of your advertisement is a direct reflection on what you are selling.
Media Synergy
To extend the reach of your message, run an audio version of your television ad on local radio stations. This will reinforce your message. Direct prospects to your website to provide another way for them to respond.
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