How to Sell TV Advertising

Television advertising can be an effective way for a business to reach a large audience. Many businesses use television advertising to establish a brand name or to let the public know about a special sale. Television advertising is different from other forms of advertising in that it uses moving pictures, sounds, and written and spoken words to create a message. You can sell television advertising by showing a business how television advertising can reach an audience that the business needs to reach.

Difficulty:

Moderately Challenging

Instructions

1. Come up with a prospective television commercial or multiple television advertising ideas for the prospective client to consider. If you talk with the client on the phone before your in-person meeting, you can get an idea whether the client is looking for television advertising that is catchy, funny or serious in tone. You may even decide to draw a story board for the client to consider.

2. Find other television advertisements that might be similar to the commercial you'd want to create for the client. You want your television advertisement for each client to be unique and completely different. But finding commercials that are airing in other television markets that might be appropriate for your prospective client can be a helpful tool in selling television advertising.

3. Meet with the client and show him information about where the television advertisement would be seen and by whom. Demographic information is important when selling television advertising. Prospective advertisers want to know what age groups, ethnic groups and income levels watch the shows during which the advertisement would air. If you are selling television advertising for a company that offers multiple shows or multiple channels, consider which show or channel might be the best place for the television advertisement to air.

4. Explain to the client who puts the commercial together, what the process is and what the client's responsibilities are. If the client is expected to approve scripts within a certain time frame, be sure the client understands this. Outline any expenses that are involved for the client, including airtime expenses and production costs.

5. Have the client sign a contract that outlines the terms of the agreement. The primary items to list in a television advertising contract are the price, the production time line, and the number of times the commercial will air and at what dates and times. Having the client sign a contract protects both parties in the agreement and creates a guide from which the production and airing of the television advertisement can work.

Resources

• Television advertising techniques for small businesses
• How to sell television commercials during the Super Bowl