Page 164 - Duct Tape Marketing

148 Part III: Creating and Placing Ads

Consider these advantages of television advertising:

ߜ Abundant airtime: Between cable and broadcast TV, hundreds of ad
slots are available hourly, even in the smallest media markets.

ߜ Targeted audiences: You can schedule ads to reach viewers in certain
geographic areas, during certain day parts or programs, or on networks
that appeal to specific interests, such as MTV or ESPN.

ߜ Image-enhancing: TV is considered the advertising major league. A well-
produced ad transmits a prestige that goes beyond the message. Print
advertisers use the phrase “as seen on TV” for a reason. Television ads
build credibility and excitement for advertisers.

ߜ Emotion-evoking: Television brings together sight, sound, special effects,
color, and well-cast actors to create a sensual impact on viewers.

Drawbacks of television advertising include the following:

ߜ Professional ad creation required: This is show-and-tell at its best. You
need to create an ad that illustrates your message while using the fewest
possible words and only one or two selling points — while still managing
to mention your name a few times and keeping the overall ad clear,
entertaining, and memorable. Television advertising usually calls for an
investment in professional assistance.

ߜ Fragmented audiences: People have endless viewing choices. In addition
to TV stations, they can turn their attention to rented movies, computer
games, or the Internet, to name a few alternatives.

ߜ Commercials galore: Heavy advertising makes TV a cluttered
environment.

ߜ Low-cost ads stand out, unfortunately: Low-budget ads can look ama-
teurish or sloppy when aired next to high-cost commercials.

ߜ Complex buying time arrangements: Buying airtime is complicated and
usually merits investment in a media planner or expert buyer.

Table 10-1 Mass Media Comparisons

Media Cost Advertising What This Medium
Vehicle Realities Considerations Does Best

Newspapers Inexpensive cost Deadlines allow for Good for announcing
reach a broad per thousand quick ad placement sales and offers to
market within a readers. decisions. adults within a geo-
specific geo- Inexpensive ad graphic area on a
graphic area. production. frequent basis.