Advertising myths exposed: Myth #7 – TV is the most effective ad medium
October 12, 2015
By Jerry Bellune
One of our clients has been trying TV advertising.
Believe it or not, we encouraged her to try it.
She’s received good results. And she likes being on TV.
She’s an attractive lady and enjoys the spotlight.
But we analyzed her cost to investment ratio.
She had production and on-air time costs.
That tripled her cost per customer acquisition.
To lower costs, she agreed to non-prime time spots.
It lowered her costs . . . and lowered her results, too.
I’ll not argue against TV ads. I have friends in TV.
If you can afford the costs, try it. It will work for you.
But track your cost against your customer buying results.
Measure how much each customer spent with you.
Figure what TV cost you per customer to acquire.
That’s just being smart about your advertising investment.
The same is true of all other media. Track results.
What did your direct mail produce and at what cost?
How about magazines? Newspapers? Radio? Billboards?
Cable is one of the most inexpensive buys.
But you have to swallow the production costs first.
Most magazines and newspapers will produce ads free.
That’s a benefit worth considering in controlling your cost.
What’s the best way to track your results?
Set up a simple system for you and your employees.
It may just be a note pad you keep at the front counter.
It could be as elaborate as printed 3×5 cards.
A friend of ours pays his people 50¢ a card turned in.
On it they list names and home and email addresses.
The last line reads: “Where did they hear about us.”
I recommend you educate yourself on advertising.
David Fowler’s book is the best one available.
David is the nation’s #1 newspaper advertising expert.
He ran a highly-successful big city ad agency.
He found newspapers a great place to advertise.
They are inexpensive and widely-read.
They reached the prospects his clients desired.
He wrote “Ultimate Money Making Newspaper Ads”
He filled his pages with examples of ads that sell.
They made millions of dollars for his clients.
David has given us permission to offer his book.
It’s out of print now but we’ll make it available to you.
You can acquire a complimentary read.
That will allow you to judge for yourself.
Email me at JerryBellune#yahoo.com
Next: Only creative people can create good ads
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©2015 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
