There we go & another Paddys Day almost a distant memory as we head towards the next advertising event! It’s suprising but I’ve still found over the years that many businesses don’t quite get the relationships between airtime purchase & the Ad message created to fill it! Unfortunately many still believe without reason or knowledge, that purchasing airtime is it..Job done, & sadly give little consideration to the 30 second message that’s now about to be repeatedly played to represent them…Ohh I think I just heard that loud flushing sound again!!!
This might seem so so obvious but before spending heavily on purchasing advertising airtime it’s essential to target your market clearly. First get the station/s right…second get the message right !
Examples of how to do it badly are everywhere & having Ads chucked together free of charge or for half nothing across a selection of stations with different voices different music & different interpretations on different packages is just plain wasteful. Having advertised before, many find their new message now sounds different from the last one..again!…It can work but why play russian roulette with your hard earned money when for a few quid more, which is usually a fraction of the actual airtime cost, you can create a message that’s consistent & synonymous with your business, given important keywords, constructed & developed to be outstanding above all others within an Ad break bolstering brand respect & recognition.
Remember it’s better to pull back marginally on airtime leaving something in the budget for your message..yes the Ad! Take the opportunity to fill that expensive airspace with a worthwhile message that will take maximum advantage of your time because good or bad Ad..you’ve just payed to play it..repeatedly!
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