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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The Perfect Retail Storm

Why Developing a New Concept is Paramount Today More stores appear the same to shoppers today. Since the early 90’s most major retailers have gone for years without developing a new concept. The result was a perceived “sameness” in store offerings, according to consumers. The major chains bought smaller, regional…

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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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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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The Other Success Indicator

“Increase my sales immediately!” is the cry we all hear so often from advertisers. Is it that a sales increase is the only, or even the preferred method to measure an advertising campaign? Is there no other way to create financial success for a television advertiser? Of course there is.…

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David vs Goliath: Winning Against the Big Box

You’ve just received a tough assignment to develop a successful television campaign for your client that must compete with their much larger competitor. How do you begin? First, you need to fully understand the larger competitor’s strengths and weaknesses from the consumer’s point of view, and, in direct relation to…

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