Bob Tombs
908-851-6618
bob@cabletvadguy.com

How To Have A Successful TV Campaign

Television is the most powerful advertising medium known to man, yet there are very simple rules that Must be followed or the campaign is doomed to failure. Cable television allows an advertiser to reach the right people by using targeted networks such as ESPN, LIFETIME, MTV, FOX NEWS and others to deliver a message exactly to the audience desired to reach. However what may be far more critical to the success of a TV campaign is the commercial itself. The commercial must have a message that rises above the clutter and is memorable. There are so many ads and so much "noise" out there, in order to be "heard," the TV commercial must be memorable.

Please don't misunderstand and think that this means a commercial must be slick, cool, cute, expensive,artistic or award winning. The most important measurement of the success of a commercial is simply: Did it work? It is not creative if it does not produce results, no matter how many awards the production may win or how "hip" the "artistes" may think it is. Many expensive Madison Avenue ads have failed miserably while many locally produced, inexpensive "cable" ads have had tremendous success. Do you remember Tom Carvel and Fudgie the Whale? How about Crazy Eddie?

When an advertiser says that they tried cable TV advertising and it didn't work, more often than not the problem was with the message , not the medium. Perhaps the greatest example of the Creative being the most integral ingredient of a winning TV ad campaign is AFLAC. This is a company who spent Millions of dollars on TV with terrible results BEFORE an ad agency came up with the ingenious idea of the AFLAC duck. Today, 91% of Americans recognize the name AFLAC and their sales have risen dramatically. Not until the company used TV commercials with the now famous duck, did they reap the benefits of the most powerful ad tool in history: Television.