Freeing Up the Ad Budget

I’ll go out on a limb here and state that fully 30% of local ad budgets are spent in dying media.  It’s probably a lot more than that, but I like to sandbag a little.  Plus, the total share of local advertising dedicated to these media shrinks daily, so by…

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Market Share On Sale!

Guess what? According to a lot of experts, times are tough.  Taking the pulse of a local market or two (or 200), you wouldn’t get much disagreement in stating that the economy isn’t exactly bullish right now. That must mean it’s a great time to be selling broadcast television. How’s…

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Taking Bigger Share of Down Market

Adam Armbruster for TVWeek In a down-tracking market it’s all about market share. As marketers, in order to help build clients’ profits from year to year, we need to help them increase their fair share of the shrinking market. Only through immediate and bold market-share increases can you expect to…

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Smart TV Gets Viewers Involved

(Adam Armbruster for TVWeek) I’ve been watching with great interest the technology development of the “smart TV.” By “smart TV,” I mean a television set that allows us to apply Web marketing within a live TV commercial—a very exciting concept. We’ve already reviewed some early equipment development, but the most…

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Understand The Big Picture

When we hear from dealers who say that they tried television advertising in the past and it “didn’t work,” we ask what type of TV they used. Was it local cable insertion like (ESPN, CNN, CNBC) or a local broadcast affiliate (ABC, NBC, or CBS)? It’s critical that we understand…

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The Cable Guise

Cable sales teams have lead auto dealers to believe that broadcast TV is wasted coverage and reaches outside their primary trading area. “Why would a customer drive past other same make dealers to my store?” Here’s why: You ask them to. A dealer can deliver a believable message that gives…

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A Word on Frequency

Planning the right frequency in a TV buy requires Buying Window knowledge. Probably the most over-discussed and misunderstood topic in television advertising is the subject of frequency. “Frequency” means the appropriate number of times that a given amount of television viewers will see a specific commercial over a specific amount…

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TV Central in Media Mixology

(Adam Armbruster for TVWeek) Are you a media multitasker? You are if you need to watch the TV news at the same time you read a newspaper. Or if you can’t drive your car without checking e-mails on your BlackBerry. Or if you’re compelled to surf the Net on your…

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Recession-Proof Your TV Campaign

Are we in a Recession? Who knows? Even the experts don’t agree. In fact, I seem to recall that during the last two recessions the experts did not agree even then. It was only when we emerged from these down cycles that the economists finally identified each recession as it…

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Tapping the Resouces of Local TV

Local TV stations are one of the finest sources of marketing concepts and execution among media choices. When the overall market is slower, the opportunities they offer only multiply. Broadcast television stations can help media planners and clients generate measurable results in short order—just the thing needed in this difficult…

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