What Makes an Effective Television Buy?
Many times, we have clients who hire us to help them with their marketing who have been using TV campaigns for years, but still fail to grasp the intricacies of a strong buy. No matter if it is their first foray into TV advertising or they have been doing it for years, we have been able to open their eyes to more effective TV marketing techniques.
It's important to note that while TV is generally regarded as the most credible form of advertising available to most businesses, having a diverse array of marketing channels (TV, print, web, etc.) will help potential customers feel more comfortable with your company.
When it comes to TV advertising, there are a few questions every business owner needs to consider. Some of these include:
How do you determine:
- Target demographic
- The length of the buy
- Cable vs. broadcast
- Which stations
- Rotators vs. programs
- What is a good price point
- Which programs
- Which day of the week
- The reach of the schedule
- The frequency of the spots
- How often to update the spots
An effective TV buy should answer all of these questions with confidence; however, even highly-experienced media buyers struggle with basic answers to these questions at times. We have found that oftentimes, many decisions are made in marketing that are based on feelings, not facts. Successful media buying uses a solid base of evidence --statistics, studies, research, trend analyses and industry best practices--coupled with effective execution to yield strong results. Just like with all marketing, TV requires a strong knowledge of the science (who, what, when, where, why, etc.).
Epic Marketing has years of experience with helping our clients make effective media buys, including TV and all other forms of advertising.