TV And Radio Advertising for Businesses
Broadcast Advertising is a way to get your message to a larger, broader audience through the more traditional electronic media, better known as radio and television. Specific formats, stations, channels or shows can narrow that delivery to make the “broadcasting message” zero-in on a more specific and desired target audience. Historically, it has proven to be a highly effective way of reaching a large number of people at one time. Even with the dawn of the internet, television and radio advertising is still a beneficial and effective approach to use as a part of your marketing strategy.
Here are the pros and cons of buying broadcast media, as well as, definitions of the terminology often used by media salespeople:
One of the single best ways to BRAND a business. The power of audio and the human voice has always been a strong creator of business images.
* Like a good neighbor…State Farm is there….State Farm Ins.
* Taste great…less filling… taste great…less filling…..Miller Lite
* We’ll leave the light on…..Motel 6
* Like to teach the world to sing….…Coca Cola
* Winston tastes good like a cigarette should…..Winston Cigarettes
TV and radio has the effectiveness to reach massive numbers of individuals at a time, while targeting who you want to reach by advertising in specific programs. For example, advertising beer during the Super Bowl. Additionally, having your own TV or radio ad often generates an important perception of expertise or leadership in your category.
Not only can TV be expensive, particularly when adding in the cost of producing your commercial, but it also can be difficult to make immediate changes to your ad. There is expense related to reaching a minimum frequency level before the results begin. Often, people back out of their TV commercials too soon, wasting both money and effort.
Unfortunately, inexperienced reps can also lead to poor ad concepts or incorrect audience targets. Without proper guidance, businesses can get on the wrong commercial schedules which are over saturated, or worst under deliver the stated goals.
Target Audience – Typically the sweet spot of any business. These are the core users where most of their business and sales comes from. Most businesses will claim Adults 25-54, with many leaning towards woman.
CPM – Cost Per Thousand
Refers to how much it costs to reach a thousand people in a given area or “market”. Cost per thousand is not affected by the size of the market.
CPP – Cost Per Point
The cost to reach one rating “point,” which represents a percentage of TV viewers or radio listeners in a market. The value of a rating point is affected by the size of the market, e.g., 1% of the viewing audience in Los Angeles is greater than the population of Providence, Rhode Island.
- Reach – The number of un-duplicated households or people exposed to an ad.
- Frequency – The number of times a household or person is exposed to an ad.
- Day part – A programming time period, such as TV prime-time (8-11pm), Morning Drive (6-9 am) or Afternoon Drive (4-7pm) which is usually preferred when using radio.
If your new business is looking to advertise on broadcast television, then cable is also an option. Although those audiences tend to be smaller and harder to measure, cable is less expensive which gives you ability to quickly build frequency with your target audience.
This is just a start on the basics of buying TV or radio advertising. Give us a call for thorough, expert advice and help on moving forward with the next step.
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