is called "the King of Advertising," and for good reason.
TV's ability to show your product or service in action is a powerful
persuader for prospects.
of viewers can simultaneously see what a friendly, honest-looking person
you are. They can see how your business will benefit their lives. You
can also show them how to buy from you.
is simple, powerful, and everyone watches it. Studies show that the
average household has the TV on an amazing seven to nine hours each
day. It's not overstatement to say that television is the central most
important media in many of yourprospects' lives.
exactly where the problem lies for the home-based business on a tight
marketing budget. TV is in demand. Everyone wants it. And, as a result,
TV advertising is expensive. Your local car dealer whose ads are always
on the tube is probably spending several million dollars a year on TV.
give up yet! With a little inside information, you may well be able
to afford your own television commercials. And you can do it on a conservative
budget that will make the well-heeled car dealer look like a wasteful
TV ad rates
have been coming down for years. With new TV networks popping up, many
more cable channels, pay-per-view, and digital satellite delivery--increasing
competition is forcing television ad managers to lower their rates.
Some small business people are reporting TV spots as low as three dollars
deals. Call your local television stations. Ask the sales manager for
his or her lowest rates. You can get a price break for buying multiple
spots in a "package." Haggle a bit. No spot price is set in
stone. In broadcasting everything is negotiable.
You don't need the most expensive commercial slots in the evening news.
Lower-rated, less high-profile programs may deliver plenty of viewers
who are just the kind of customers you're looking for.
the best bargains around are on cable TV. The prospect surfing through
every channel on her TV is just as likely to run across your commercial
on less-expensive cable shows as on pricey network sitcoms. Cable companies
will sell you a package deal that includes commercial slots on a variety
of channels. You could reach Dad on ESPN, the teen-aged son on MTV,
and Grandpa on the Weather Channel.
a few businesses have started out on cable and got so much initial response
that they canceled their other advertising. Odd, cheaply priced hours
are OK too. People watch TV at any time of day or night.
radio commercials, which radio station's produce for free, television
commercials can be very expensive to produce. Actors, multiple locations,
and creative effects take time, people, and money. Time-wasters can
drive your production costs through the roof. Save time and money by
shooting without sound. You can "voice over" an announcer
lights is another time-waster. Shoot everything in a TV studio where
lights are already set up. Or--better yet--shoot outside with natural
lighting. Reinforce your name, address, phone number, and slogan with
computer produced graphics.
Independent television production houses may give you a better deal.
A team of industrial video producers once let me produce tons of video
for next to nothing. They did the work after hours when equipment wasn't
normally being used.
cable TV will accept commercials produced with lower, cheaper standards.
Plan everything well ahead of time. Leave nothing to chance. Solving
problems on the set with the clock ticking is not a situation you want
to be in.
message clear and simple. Creative, image-oriented commercials are better
left to big businesses with mega-budgets. They can afford to run a commercial
over and over before results are expected. You want immediate results.
there appear to be some be some major changes coming to the world of
television. Washington is demanding that TV stations switch to digital
broadcasting. Experts say this will be the biggest change in television
in 50 years. Under a new system that is still being worked out, TV stations
could split their single channel into six. If TV managers are busy providing
programming and commercials for one channel, they are positively bewildered
at the prospect of six channels.
doesn't stop there. With new digital technology, cable television in
major cities will have 100 channels by next year, and 500 channels within
two years! Who will be on television? EVERYONE!
that the coming multi-channeling of television will drop commercial
rates ever lower. It will bring unprecedented opportunity to small business
to research TV in your town. Find out what options are available to
you and keep an eye on how those options will be changing in the months
ahead. You may want to have your home-based business on the TV bonanza
train when it leaves the station.
Nunley provides marketing advice and copy writing for businesses and
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