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As
the pace of life becomes increasingly hectic, print advertising in newspapers
and periodicals is becoming less effective. Broadcast advertising is still
a strong medium, but most business owners see it as expensive, complex
and beyond their reach.
Not
true! Not true. Not true.
The fact is that with the advent of cable TV and the coming increases
in technology, the cost of TV advertising may be considerably less than
you imagine. Of course, you must factor in the cost of video production
. . . however, condidering the number of customers you can reach with
TV, the costs are more than justified. There are more than 911,200 TV
households in San Diego. Of that, 78% have cable. Adults spend nearly
as much time with TV as with all other media . . . newspapers, radio,
magazines . . . combined. TV excites and influences people to buy your
product or service. It is a powerful medium!
Do's and Don'ts to Buying TV
1.
Don't spend a fortune on your commercial.
There are plenty of good video production companies that will do a GREAT
job at a fair price.
2.
Local 30 second spots on TV can be as low as $5.
Don't think that because some TV spots are inexpensive that you can get
impact without an adequate budget. However, because TV has so many choices,
it can accommodate many different advertising budgets. There is no free
lunch, just some lunches offer more variety.
3.
Don't be biased by your own TV viewing.
Just because you watch CNN, it doesn't mean your target market does. Work
with your ad agency to determine what your customers watch.
4.
Expect to run your ads for an extended period of time.
TV is a visual reminder of what your business does and where your business
is. Creating name awareness does not happen overnight. Plan on fine tuning
your schedules regularly.
Video Production Tips
Rule
#1: Get
professional help. With the help of a production company that is willing
to work with you, you can create an economical and sophisticated video
by cutting corners in some areas. Video production can range from $1,000
to $1,500 per minute. It is possible to create a 30-second or 1-minute
spot for under $2,000. A 30-minute infomercial can be made for under $20,000.
Rule
#2:
Advance planning is essential to video production
- Define
the goals of the video.
- Define
the audience you are trying to reach.
- Define
and write down your basic ideas for what you want to say.
- Define
the type of visuals you want to show.
- Determine
how technical your presentation will be.
- Decide
on what locations you will be using.
- People:
Who will be used as talent. Who will be used as props.
- Props:
What pieces of hardware and products will you use.
- How
long will the video be.
- How
much of a role do you want the video company to play.
Rule
#3:
Scripts determine production costs. The script is a result of brain storming
by producers, writers, you and other experts. Items such as program length,
locations, talent, props, and music create the "look" of your spot and
impact the cost.
Rule
#4:
Technical considerations determine production costs. Do you want animation?
Multi-colored graphics? Is this video intended to be broadcast quality?
Will there be a great deal of editing? These things contribute to the
force of the spot, but the more you want, the more it costs.
Rule
#5:
Sometimes simpler is better. Video can move very fast. 10 seconds on TV
is a long time, so it is tempting to pack a lot of movement, color and
sound into your spot. To save money, be creative, straight forward and
keep it simple. Locally produced, simple, clever spots often win awards.
Rule
#6:
Resist the impulse to provide the "talent." TV professionals make it look
easy to be on film. It's not. Remember, if you come across as boring,
unprofessional, inexperienced or questionable in any way, you will have
wasted your money or worse, be advertising the wrong message to your market.
Rule
#7:
Once the budget is determined, it must be kept firmly in mind. It's too
easy to get overly enthusiastic and forget monetary considerations. Do
not insist on continually adding on more material.
INFOMERCIALS
The
Mall Experience Without Leaving Home
Don't
laugh, infomercials are taking over. More and more small businesses are
using infomercials to command a bigger share of the market.
THE PRICE AVERAGE FOR
30 MINUTES ON CABLE:
$50 - $500
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