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Television advertising
The document discusses television advertising, including that it typically involves 15-60 second commercials but can also include sponsorships or product placements. It notes television advertising's effectiveness but that newer technologies have diminished its reach. It also discusses the high costs of television advertising, especially during events like the Super Bowl, and that smaller businesses are better suited to local advertising given budget constraints. Alternative advertising options through television like product placements are also mentioned.
In this document
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Covers TV commercials, sponsorships, product placements, and their effectiveness. Discusses viewer trends and Super Bowl advertising costs.
Explains production and airtime costs for TV ads, highlighting local advertising benefits and product placement opportunities.
Reiterates that despite digital growth, TV remains dominant. Discusses the need for effective advertising strategies.
Highlights importance of targeted advertising, testing ads, understanding market, budgeting, and utilizing various media for effective outreach.
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Television advertising
- 2. Advertising on televisionusually means running a TV commercial, typically between 15 and 60 seconds in length, but TV advertising can also include sponsorships and product placement within television shows
- 3. Though user habitsare rapidly changing, television advertising has long been considered the most effective mass-market advertising format. The introduction of digital video recorders such as TiVo, which allows viewers to skip advertisements, as well as the popularity of commercial-free cable channels, have begun to diminish the reach and effectiveness of TV advertising. Television advertising's crowning moment is the Super Bowl, where companies debut their very best television commercials, effectively putting them in competition with all of the other television commercials. With the cost of a single 30-second TV spot during the Super Bowl running into the millions, most companies opt instead for running their TV advertising in time slots that best match their advertising budget.
- 4. The cost ofadvertising on television is twofold: first, the cost of producing the commercial, then, the cost of airing it. The average cost of producing a national, 30-second TV commercial is well over $300,000 but commercials designed to air in local markets can be produced for much less. Most advertising agencies are experienced with producing TV commercials based on a wide variety of budgets and can help you design and produce a commercial that will satisfy your needs and your budget. Television advertising rates vary greatly based on the market they run in and the time the spots are aired. Small- to mediumsized businesses will find that local advertising fits better with their budgets and marketing goals. A 30-second time slot in a medium-sized market can be purchased for as little as $5 per 1,000 viewers, meaning that you could pay less than $100 per commercial slot. Cheaper rates will also be available for off-hour programming.
- 5. There are alternativesfor television marketing that don't include TV commercials. Your product or business can now appear, for a fee, within a television show, via product placements and sponsorships. More opportunities to advertise as part of a television show are developing every day. There are also opportunities to air commercials on the Internet as banners or streaming media. If these kinds of opportunities are of interest to you, be sure to make it part of your initial evaluation conversation when you contact an agency through All Advertising Agencies.
- 6. The Internet maygrab all of the attention these days, but TV is still the media king. According to one recent study, the average American spends more than four and a half hours a day in front of the tube -- and 99 percent of all U.S. households have at least one TV. Those numbers make one thing crystal clear: television advertising is still the most pervasive and powerful tool for reaching U.S. consumers. For small businesses, however, the barriers to using TV ads can be daunting; airtime can be very expensive, and good commercials are difficult and costly to create. Given both the costs and benefits, is TV advertising the right approach for your small business? In the following slideshow we'll run down both the pros and cons, and help you to decide whether television advertising is a good choice.
- 7. No matter howwonderful your company's product or service is, if you don't advertise, nobody will know about it. The goal of any advertising program should be to cost-effectively reach the largest audience possible and attract new customers. If done correctly, advertising can be a wonderful investment for your small business; if done poorly, advertising can become a huge money sink. Despite what you see on "Mad Men," advertising can be a tricky game. We present 10 important tips to help you plan, execute, and monitor your advertising program.
- 8. An advertising campaign shouldbe geared toward your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers. Ask yourself what kind of customers you want to attract, and make sure your ads speak to them on a personal level.
- 9. One of thekeys to all advertising is to highlight the pros of your company -- those factors that give you your competitive edge. Too many ads are clever but fail to sell the specific benefits of the featured product or service. Unless you highlight these benefits, your ad delivers no value to potential customers.
- 10. There are plentyof products that you recognize by their packaging or logo. Image counts when it comes to advertising and promoting your business. Too many advertisers do not work to build a consistent image, and they're missing the chance to make an impression on prospective customers
- 11. There are waysto save money, but advertising is typically not the place to cut corners. Doing so will affect sales, and that affects the bottom line. Successful advertising may cost some money, but that is because it works.
- 12. Your favorite magazine, radio station, or even television program might notbe a favorite of your audience. Do some research about your target market to understand who they are and determine what they read, watch, and listen to. Then advertise in the appropriate media to ensure that you reach your target market.
- 13. If your budget$5,000 per month for advertising, you've made it very easy from a bookkeeping perspective. However, if like most businesses you have seasonal highs and lows, you are spending too much money advertising during down times and not enough when you want to attract customers. Too many entrepreneurs do not budget according to their seasonal advertising needs.
- 14. It is alltoo common for business owners to choose the best place to advertise based on price and potential rate of returns, and then stop. As is the case with investing, you do not want to put all of your eggs in one basket. Spread your advertising dollars around by choosing a variety of suitable media for your audience and budget.
- 15. No product orservice will appeal to everyone. Many business owners, including corporate executives, try to come up with ways to reach every market. Typically, this does not work. It can spell disaster for small businesses, who cannot afford to spread themselves too thin. Therefore, find your market and be everything you can be to that audience
- 16. If you havethe time or money to invest in focus groups, you should test your ads on other people. Do they understand and accept the message you are trying to convey? If not, get insight into how you could more effectively communicate your message. There are other lessexpensive ways to test your ads as well -questionnaires, for example
- 17. It is veryeasy to ask new customers or clients where they heard about you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to understand which elements of your ads are most effective and which media offer the most profitable advertising opportunities for your company.