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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