Radio & Television
Reach the greatest number of prospects at a relatively low cost per impression. Radio reaches target audiences. Broadcast TV delivers huge viewership. New “narrowcast” outlets, like cable, let you target geographic areas. Local TV news appeals to information seekers.
Do you have a good reason for using these broadcast media? Is there a reason to choose one over the other?
There are some basic criteria for producing good radio and television commercials. Whether your product or service fits these production values is a good indicator of whether you should consider including them in your marketing plan and advertising schedule. If you do utilize them and you follow these basics you’ll find these media can be remarkably cost-effective at delivering your message.
Television Basics
- The picture must tell the story.
- Look for a key visual.
- Grab the viewer’s attention.
- Be single-minded
- Register the name of your product.
- Show people, not objects.
- Have a pay-off.
- The tone of your television advertising should reflect your product personality.
- Avoid “talky” commercials.
- Build television advertising campaigns, not individual commercials.
Radio Basics
- Stretch the listener’s imagination.
- Listen for a memorable sound.
- Present one idea.
- Select your audience quickly.
- Mention your brand name and your promise early.
- Capitalize on events.
- Use radio to reach targeted demographic and psychographic groups.
- Music can help.
- Drivers are a relatively attentive audience.
- Ask listeners to take action.
- Have enough commercials in your pool.
- Use radio for special promotions.
- Select your audience by station (listenership), time of day, season of the year.
- Keep your message current.
Happy Holidays!
December 09, 2008
Seasons Greetings from Tower Marketing and Best Wishes for a Happy, Healthy and Prosperous New Year.
