Getting Money-Value from a TV Ad
In television, you generally get what you pay for. Most television stations and cable systems will treat you fairly. However, there are a couple of mistakes you definitely don’t want to make:
1) Never buy a broad rotator
TV stations and cable systems will offer dramatically reduced rates in return for the freedom to place your ads within broad windows in their daily schedule. Though the rates may look attractive, such schedules make it virtually impossible to reach viewers with enough repetition to be effective.
The greatest likelihood is that you will reach an enormous number of different people approximately one time each. Although it’s possible to see results using a broad rotator, it’s never the highest or best use of your money.
2) Don’t assume the viewer is loyal to a particular station.
Although television viewers may have loyalty to a particular TV show, they rarely have loyalty to the station. Even when viewers are loyal to a particular newscast, it’s the show to which they are responding, not the station.
It’s a tragic mistake to believe that a particular station’s audience is intrinsically different from the audience of another. The show is what attracts birds of a feather, not the station.
There are four things to remember when placing a television schedule :
Always schedule horizontally.
The best way to ensure that you’ll reach the same person with a second and third repetition of your ad is to buy advertising in the same television show over and over again.
‘Roadblock’ when your ads have a high impact quotient.
When your ad is irresistible and you need to make sure that you’re reaching the largest number of people that you possibly can, try roadblocking at a particular time each day — buy fixed-position ads to air simultaneously on every station in town. (A viewer might run from your roadblock, but he can’t hide.) Roadblocking is most common during the late evening news.
Find a sales rep who will keep your best interest in mind.
Things can change quickly in television, and a sales rep who’s watching out for you is worth his weight in gold.
Use cable for what cable does best.
When the city is too large and your budget is too small, ‘shrink the city’ by buying only those cable zones in which you have store locations. The primary advantage of cable advertising is in its ability to limit the geographic distribution of your ads. This allows you to buy a lower reach with greater frequency than you could have purchased from a broadcast facility.