By Andrew Griffiths
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Extra resources for 101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising
Test the commercial on a viewing audience that is typical of the targeted demographics 10. make any changes according to the viewing audience feedback. For small accounts and budget-restricted commercials television stations offer to produce commercials for a minimal charge. They want to sell the airtime, which is where they make their money so the production is usually a secondary consideration. For larger commercials a production company is usually hired as the budgets are much larger, running into tens or even hundreds of thousands of dollars.
Exactly what do you want to achieve from the advertisement? This is really the goals and objectives of your advertisement. This can be translated into financial goals and objectives of the advertisement or, in simple terms, how much business you would like to receive from the advertisement. As discussed in the preliminary section of this book it is very hard to know what the exact results will be from an advertisement but as a minimum it is fair to assume you will want to recoup your advertising costs.
It is rare for customers to see a television commercial once and leap into action. Statistics vary a lot, and of course it depends on the subject matter, but it is fair to assume that a potential customer will have to see your commercial a number of times before deciding to act upon it. For many businesses frequency is a hard issue to get on top of because it feels like the advertiser is not getting a lot of value for money. Investing a few thousand dollars in a television advertising campaign is a big step for many smaller businesses, and to think that it will all be over in a week or ten days seems like money going up in smoke.
101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising by Andrew Griffiths