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
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