By Andrew Griffiths
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Additional info for 101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising
This takes the hit-and-miss aspect out of your advertising, but it does highlight the importance of you being clear about your targeted customers. 43 101 Advertise 29/6/06 1:41 PM Page 44 101 WAYS TO ADVERTISE YOUR BUSINESS Demographic figures can be supplied by all companies selling advertising and if they can’t, I would be hesitant to recommend advertising with them. 44 101 Advertise 29/6/06 1:41 PM Page 45 MAKING TELEVISION ADVERTISING WORK FOR YOU 18 The importance of frequency—being seen I have touched on the term frequency in other sections and I will expand on this concept now.
The voice used in your commercial will either command attention or it will be lost in the clutter of other messages. Most television commercials are 30 seconds long so there is little time to play with. Getting attention is the priority and once you have the viewer’s attention you need to keep it. This is done by keeping the viewer interested in what you have to say. Keep it simple, keep it clear and make sure the commercial has impact all the way through. 42 101 Advertise 29/6/06 1:41 PM Page 43 MAKING TELEVISION ADVERTISING WORK FOR YOU 17 What are demographics and how can you use them?
For example, I recommend clients buy a schedule that airs 50 commercials in one week rather than 50 commercials over a two-week period (assuming the same number of people will watch the campaign during this time). The frequency is higher and the total campaign is much more effective. This is a general rule of thumb and there are exceptions to the rule, depending on what the desired outcome of the campaign is. I am very wary of a package called ‘run of station’ placements or something similar. This is where the television station sells you airtime but they decide when your commercials are played.