TV Ads Are More Effective in Building Sales

Marketers can be confident that there are different ways their brand messages add value to people's lives. TV ads help to simplify the purchasing decision. During these tough economic times, many people are finding an escape through watching television. As they relax in front of the TV, programming extends the brand experience through well placed and well done commercials.

Data from Point Logic found that among 25 touch points measured between 2004 and 2007, TV moved from seventh to fourth in terms of people impacted per $1,000 spent.

TV was No. 1 in terms of raising awareness. The Advertising Research Foundation also reviewed research from IRI, ARS, PM Group, Dratfield, Marketing Evolution and Millward Brown/Dynamic Logic. The case studies spanned from 1990-2008.

Building an Effective Television Ad Campaign

Television advertising should be considered as a long-term strategy. Your goal should be to reach a 3-to-9 viewing rate to create awareness by your potential customers. Test markets show that this is the point when viewers became aware of your product, service, or brand. As in print, the longer you run your ad, the greater number of people will begin to remember you and potentially become your customer. It also helps to reinforce your brand to existing customers by reminding them of your product and putting your business at the top of the list for their next purchase.

Choosing the Right TV Ad

Based on what your goals are as a business, there are three major types of ads from which to choose. Call-to-Action is often the best commercial for a local business. Approach it from "call now", "stop by", "visit our website" or "check out our .... ". "Call Now" encourages immediate response. Limited Time Offer or Event ads focus on sales, special offers, or seasonal events and serve as a draw for your business. Awareness ads are great for increasing awareness of a new business or brand. It states who you are, what you do, and where you are located.

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