By Abbey Klaassen (Editor)

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You’re better off asking the station rep how many gross impressions the spots in the package will generate — that number tells you how many people will actually hear the ads, which in turn helps you decide whether the package is all that it’s cracked up to be. Cable TV Cable television is an affordable media, but if you use it, you need to be diligent about a few details. Here are some questions you need to ask before you buy: ߜ On which of the cable channels will my spots run? ߜ At what times will the spots run on those channels?

Chapter 2: Setting and Working within Your Advertising Budget One of my clients, whose advertising budget remains steady from month to month regardless of ups and downs in sales, preaches consistency as the number one rule in his advertising plans. His philosophy is simple: In order to compete, you must be heard. You want consumers to think of your business when they’re in the market for the products you sell, so you should at least have some advertising presence at all times. His thinking is, over the year, it all averages out.

Sound confusing? I can tell you how confusing it really is: Cable TV has been known to reduce a professional media buyer to tears. And a seasoned ad agency’s accounts payable manager once said that he’d rather schedule a root canal than try to decipher a cable station’s invoice. Here’s why: Every cable company is selling ads on a hundred or more different channels; each channel is programmed to reach a separate and unique market segment and is broadcast into various zones within the overall coverage area.

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Advertising Age - 11 April 2011 by Abbey Klaassen (Editor)


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