I remember reading a quote from a senior executive at McGraw-Hill, a multibillion dollar media firm, saying that “television advertising is too rich for our blood.” Well, television is too rich for just about anyone’s blood. The cost of television advertising is usually much higher than radio and newspapers, and if you are going to spring for television, you need a product and message that really requires the drama only the medium of television can impart.

Remember too, that a good television ad can be very expensive to produce. Of course you can do your own talking-head ad and be your own star, but these “home-grown” ads are often laughed at by viewers. The quality of the presentation will contrast sharply, and negatively, against the slick nationals spots produced by Madison Avenue agencies.

Most of us have a secret desire to be television stars. If you decide to be the main attraction in your own commercial, make sure you are doing it for a rational, not an emotional reason. I once decided to do my own television advertisements. I believed that I was being rational, but on closer review, I wonder if my decision had anything to do with the fact that my fifth-year business school reunion was happening at the same time! The spots proved ineffective in comparison to the radio spots I later ran.

The role of television

Remember, television is generally better than most other mediums for image advertising. It isn’t a particularly great venue for price advertising. It is just not as well suited to directly leading people to buy or inquire about your product or service as other mediums such as newspapers or direct mail.

National advertisers, for example, generally use television for image advertising. They sometimes combine a television awareness-building campaign with local price advertising in other media. Typically, local dealers and distributors will place the price advertisements in local papers, but the financing will be provided by the national concern. For instance, an automobile manufacturer may run a heavy national television advertising schedule promoting features of a new luxury car without divulging its cost. At the same time, local dealerships may be running newspaper ads that feature a reduced-price offer on the same luxury car.

For a local business, television may be a good add-on medium if used to enhance the impact of price advertising in other mediums. But most of your advertising budget should be expended on newspaper, radio, or direct mail exposure. Small-budget advertisers should skip television altogether.

Frequency

Television has more impact than radio, so fewer spots will still suffice in this medium. A minimum of five spots on one station during a week’s period of time is recommended. If possible, air fifteen spots on a less popular and expensive program—this will ensure that you are making a solid impact on your audience.

Local cable

For local businesses, local cable may be a viable option. The costs are still low in this television venue. And you can really zero in on a specific town or group of towns. Plus, cable subscribers typically have more disposable cash than nonsubscribers.