How to Advertise on Cable TV
Millions of dollars are spent annually on television advertising. With events like the Superbowl and Presidential elections, networks are primed and ready to charge top dollar for exposure to their audiences. Often, the smaller business person or organization is left out of the advertising game because they lack the big money to compete for the time. Cable television, however, offers some affordable alternatives for advertising time.
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Instructions
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Develop a budget. Do not go into a meeting to purchase advertising without knowing how much money is available to spend. Create a marketing budget that funds a cross section of media vehicles that include cable.
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Pursue co-op advertising opportunities. Cable companies like to create relationships between retailers and manufacturers. This is often a chance to gain exposure at fraction of the cost. Cable companies offering co-op deals may be found at co-opsourcebook.com. Additionally, one of the products you sell may be part of a co-op plan by the manufacturer. Check with the manufacturers of the products you sell.
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Contact the Weather Channel and request that your advertising appear in the crawl that runs along the bottom of a broadcast. The rates for this service are reasonable. The channel may be accessed at weather.com
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Find the online media kit for the cable company. This will have a detailed listing of all advertising opportunities including newsletters, websites, special interest features and televised commercials. Research the target demographic data offered in the media kit to find matches with your product demographics. The channel lineup is often listed for special sponsorship opportunities. Take advantage of all the information offered in this area. Ask about specials or deals that offer the best exposure.
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Comments
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riceman
Dec 26, 2008
I was a retail store owner in the 90s, when cable advertising was relatively new. It worked very well and was affordable. The results were good, but at that point probably not as good as newspaper. Now, some 15+ years later, I would not use newspaper unless your business needed a demo of adults 55+. Buy the cable channels which best target your business' consumer market. There will most likely be at least two or more. It may cost you more, but buy the time slots most likely to be watched. Do not buy the big packages with lots of spots. They will run at times which will not provide a return on your investment. In case you are interested, I have an MBA Degree in Marketing and have taught classes at the college level. Good luck. Use cable, because bought properly, it works! -
adreka
Oct 30, 2008
Cable TV advertising is an affordable, highly localized medium for tv based advertising. Unlike broadcast TV networks like ABC, NBC, CBS, WB, etc., Cable television advertising can correspond to a "trading zone," (i.e., area adjacent to a location where most customers come from) or a "demographically" concentrated area (where many households have similar demographic characteristics such as age, income, occupation or lifestyle). The ability to combine both demographic and geographic makes cable tv advertising a smart choice for any business looking to get the most out of a direct marketing campaign. Cable TV advertising runs traditionally in :30 second spots. The value of cable tv advertising is unlocked when you combine the demographic search with a measured response tracking rate. Knowing who is calling from what media network, allows the advertiser to rebuy on only the stations and
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adreka
Oct 30, 2008
Cable TV advertising is an affordable, highly localized medium for tv based advertising. Unlike broadcast TV networks like ABC, NBC, CBS, WB, etc., Cable television advertising can correspond to a "trading zone," (i.e., area adjacent to a location where most customers come from) or a "demographically" concentrated area (where many households have similar demographic characteristics such as age, income, occupation or lifestyle). The ability to combine both demographic and geographic makes cable tv advertising a smart choice for any business looking to get the most out of a direct marketing campaign. Cable TV advertising runs traditionally in :30 second spots. The value of cable tv advertising is unlocked when you combine the demographic search with a measured response tracking rate. Knowing who is calling from what media network, allows the advertiser to rebuy on only the stations and
