Toolbox Tip
Great television ads
are only effective when
put in front
of the right people
at the right time.
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.