Q: Isn’t cable advertising more effective than advertising on regular broadcast TV channels?
A: This is a myth that continues to perpetuate itself. Depending on the geographic region, a viewer could have as many as 800 TV channels to choose from. Currently, the Nielsen Rating System reports that cable channels are garnering upwards of 40% of all viewing audiences and over-the-air broadcast channels are getting 60% of all viewing audiences. But we have to consider the size of the pie and how it’s divided up. For example, cable may have to divide its 40% between, say, 395 networks, while broadcast TV divides its 60% between only five networks. In doing the math correctly, it’s obvious that a business will successfully reach 85%-90% of their target demographic with a regular broadcast advertising schedule. Of course, there are some instances when cable television advertising turns out to be the most effective option for the client. At Newell Ledbetter Advertising, Inc., we have the formulas and expertise when it comes to placing television advertising, whether it’s a regular broadcast or cable venue.
Q: TV advertising is too expensive. Wouldn’t a print ad work better and save me money?
A: Actually, television advertising is the lowest cost per percentage point in every market we purchase across the country. That may sound like an exaggeration, but when the average person thinks about TV advertising their mind almost always goes to high-budget Super Bowl commercials, and then they relate that cost to their own marketing goals. Our clients spend an average of $4000 per month on their television advertising. With this budget we can reach 75%-85% of our client’s target customer an average of three to seven times over a three-month period. Additionally, television remains the single most effective communication source in our country. At Newell Ledbetter Advertising, Inc., we know how to make television advertising both affordable and successful.
Q: No one has said they heard about my business from my radio or television advertising. Should I stop my TV and radio advertising?
A: It’s a known fact that humans can remember only seven items/words/numbers on a list at any given time. Typically, the first two items (primacy) and the last two items (recency) are the most memorable. There’s also the phenomenon of conflating messages received from different places. Here’s an example of this phenomenon. When I first started in advertising I was discussing a marketing plan with a client when a customer walked in. I waited for my client to finish with his customer. As the customer was leaving, my client asked the man how he’d heard about his business. The customer said he saw a commercial during Good Morning America. My client thanked the customer. I asked my client when he started advertising on TV. He said he’d only used radio. It seems the customer may have heard the radio commercial at the same time the TV was on. He was able to both visualize and internalize the content, but his recall was not accurate regarding where he’d heard the advertising message.
The human mind is a wonderful thing, but the capability for total recall is reserved for a very few. We are bombarded with thousands of messages daily. The best way to gauge whether your advertising is working or not is to look at your new client/customer numbers. If your new client numbers are lower than the previous month and year, it would be important to analyze the advertising placement and message, and diagnose the problem from there.