Small-business owners may be wary of advertising on television because of its expense relative to other marketing options. However, TV ads generate a number of positive effects, including improved market awareness, intrusive messaging and strong engagement.
Increased Marketing Awareness
New companies or businesses that have flown under the radar may cite increased awareness as a primary goal of an ad campaign. This ambition can be well-served by television. A primary reason companies invest in TV ads is to reach a larger audience. Relative to other media, TV has a much more significant reach in a local marketplace. Among common local media, its reach is much greater than newspapers because of the number of households with TVs, according to the U.S. Small Business Administration. As you improve your brand reach, greater customer traffic, favorability and buying activity should pick up.
An exposure to an advertisement is called an impression. Because of its intrusive nature, television offers more creativity and compelling impressions than other typical media, according to the SBA. Companies have the ability to use sound, lights, action, dialogue and storytelling in television in a way unmatched by most other media. Radio doesn't have a visual component. Print media are static, meaning the lack the dynamic ability to present a story.
A strong impression contributes to other common advertising goals, such as high brand recall and top-of-mind awareness. As a result, TV is effective in a branding campaign, where the goal is to establish your company or solutions as distinct based on certain qualities, such as greater service, top-quality products or organic materials.
Because of its multi-sensory appeal and storytelling opportunities, TV also produces emotional responses from targeted customers in many cases. Insurance companies routinely play on fear and anxiety, for instance, by depicting the worst-case scenario motives behind buying certain insurance products.
One of the long-term goals of companies is to generate a strong, loyal customer base. Loyal customers tend to repeat purchases, provide more revenue and higher profit margins, and often inconvenience themselves to buy the desired product. Effective TV ads with emotional appeals help stimulate and maintain customer loyalty.