By Andrew Griffiths
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The early years of the 20th century have been a tricky interval for giant company. company monopolies, the brutal exploitation of work, and unscrupulous company practices have been the objective of blistering assaults from a muckraking press and an more and more envious public. company giants have been not in a position to function loose from the scrutiny of the loads.
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Additional resources for 101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising
It all depends how 48 101 Advertise 29/6/06 1:41 PM Page 49 MAKING TELEVISION ADVERTISING WORK FOR YOU many people will be watching your commercial and how many times your targeted audience or demographic will have the opportunity to see it. Another consideration for budgeting is how long you want your campaign to run? The longer it runs the more it will cost. I am a strong believer in airing more commercials in a short period of time than having long drawn-out campaigns. For example, I recommend clients buy a schedule that airs 50 commercials in one week rather than 50 commercials over a two-week period (assuming the same number of people will watch the campaign during this time).
Advertising works in much the same way. Once you start advertising it takes a while to start working and you really need to put in a fair bit of effort (money) to get it moving, but once you are rolling along it takes less effort to keep it going. Advertising momentum is the end result and this can keep your business growing for a long time. Based on this simple analogy, to start getting results from your campaign you need to invest more money into more campaigns early on and then you can normally start to back off a little once customers are used to seeing your commercials.
Clearly the aim here is to get you thinking about how other successful businesses approach this somewhat complex task. Your television commercial notepad/s should be kept in your ideas box for later reference. Become a student of advertising and use the information you collect to make your own advertising even better. 40 101 Advertise 29/6/06 1:41 PM Page 41 MAKING TELEVISION ADVERTISING WORK FOR YOU 15 Sell the benefits to the consumer Selling the benefits to the consumer is one of those terms that is thrown around with gay abandon but it is rarely followed through.