It has been said that a picture is worth a thousand words. Add movement and sound and you really have a winning combination! With the wide appeal of television advertising, a small business may ponder whether pursuing a TV ad campaign is cost-effective. There are other video options that may make more sense, however.
Television is indisputably an extremely powerful medium that conveys an advertising message like no other. Consider the interest generated by the various commercials aired during the Super Bowl each year - some people actually tune in to see the ads rather than watch the game! No other media is capable of generating such advertising interest.
Advantages of Television Advertising
Advertising on television has many advantages over other forms of media. For instance:
- Television ads allow for the quick and efficient conveyance of a message to a large regional or national audience.
- Local audience targeting is possible through independent stations and cable networks.
- The visual and auditory stimulation achievable through television ads allows for highly effective message delivery as well as the ability to evoke powerful emotion.
- Television is second only to actual hands-on experience for product demonstrations, especially when demonstrating items with moving parts, or when communicating complex information.
Disadvantages of Television Advertising
While a properly executed television advertising campaign can be highly effective, it is usually more expensive than other advertising options. In addition:
- Messages delivered via television advertising are temporary.
- To be effective, multiple exposures are often required.
- Stiff competition exists for prime ad time slots.
- Limited information can be conveyed within the customary 30-second timeframe.
Working with an Advertising Agency
Although television ads are expensive to create, produce and air when compared to other advertising mediums, it is possible that this may still be the best form of advertising for a small business under some circumstances. When considering an expenditure of this magnitude, however, it is usually best to consult an expert to determine whether television is the right advertising medium for the business at that particular time.
When choosing an advertising agency, look for one that has ample experience with all forms of marketing, including the production of high quality broadcast commercials. An agency of this type can provide an analysis of various options and guidance to help determine which media alternatives best fit specific objectives and the current budget.
Keep in mind that while developing television commercials requires specialized equipment and expertise, producing the commercials is only part of the equation. For a television advertising campaign to be effective, it is imperative to know where and when to place the ads, as well. Choose an agency with proven expertise in making these important decisions.
Alternatives to a Traditional Television Ad Campaign
For small businesses with limited financial resources, there are other video alternatives to traditional television advertising. Consider producing a video to place on YouTube or post to the business website or blog. While not as glitzy as a professionally produced television commercial, this is a viable means to effectively convey information at a fraction of the cost.
This option is especially useful for demonstrating a product or providing information to augment what is available in print on packaging and elsewhere. In addition, the easy availability of high tech equipment and wide acceptance of amateur video online allows for creative freedom. This is not to say, however, that the video footage can be substandard; care must be taken to produce a quality product.
For businesses large and small, the right mix of advertising will promote growth and prosperity while the wrong mix is a waste of time and money. When choosing which advertising medium is best for any product or project, consider all the options, seek professional assistance when appropriate, and utilize available technology to the fullest. Also, query friends, family and employees. A hobbyist videographer who is willing and able to produce the quality product desired may be close at hand.
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Crystal Marie - Crystal Marie is a wilderness-dwelling granny, quilter and freelance writer. In addition to enjoying the grandkids, she creates custom ...
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