Response TV on a Shoestring
Production Considerations and Budgets: What You Need to Know About Getting Your Ads on TV
By Scott Busch
Direct marketers and catalogers are pragmatic people. Yet when considering television advertising, many visualize only the extremes—obnoxious used-car video ads or million-dollar, prime-time network ads. But there are options in between.
TV is the most engaging and powerful channel available. And the primary reason to consider TV is cable, whose options for programming selections and spot purchases are both selective and cost-effective. These buying options include many demographic slices to match every selected target audience.
That said, some network TV does make sense. Besides the implied prestige, image-building and targetablity, it's cheap! When compared to other channels of communications promotions —where $50/M to $500/M is the norm—TV delivers local, regional or national audiences for pennies a person.
And the rates get even better with run of station (ROS), when you allow the station to slot your ad anywhere it has an opening. But you can get bumped by another advertiser willing to pay full price. Lawn and garden cataloger A.M. Leonard negotiated a hybrid ROS on HGTV—run the ads anytime, but only on the gardening side of the station's programming. The 60-second national ads often ran for only $250 a spot! The cataloger needs only a handful of responses to break even and justify the cost.
The toe-stubber for many marketers who have considered television is the production cost. Generally it depends on your individual budget and taste. Spend enough in production to sell the viewer, yet not so much that the return on investment will look too red for too long.
Things to Consider