The DRTV Centre Recommends Ten Key Steps For New TV Advertisers

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TV ads are almost always listed top when people are asked to name their best advertisement: TV advertising can be highly memorable and effective. This article tells advertisers how to get it right.

Happy Girl Pointing TV Remote

TV advertising is still far and away the most powerful advertising medium

The DRTV Centre, the specialist television advertising agency, discusses the ten main topics that should be considered by clients who have never used TV before. Following this advice will greatly increase the new TV advertiser’s chances of success.

TV ads are almost always listed top when people are asked to name their favourite advertisement. This is convincing evidence that TV ads can be especially memorable and effective. However, advertisers who have never used TV before are understandably daunted by the hurdles they perceive. In truth, getting your company on TV is nowhere near as complex – nor as expensive - as clients might imagine.

The 10 key steps are:

1. Define the advertising objective
Is increased awareness your main aim? Do you want instant orders via phone calls, SMS or web visits? Do you want to drive customers to retail stockists?

2. Decide the campaign budget
TV costs divide into two distinct categories: the cost of TV production and the cost of TV space.
We always urge first-time TV advertisers to be cautious and suggest that their test budgets for both production and TV space are modest.
Surprisingly, low budget TV commercials can be made for less than £10,000; these would normally feature stills or library footage. Original TV filming costs upwards from £15,000.
TV space costs will vary according to campaign objectives; test media budgets can be as low as £25,000.

3. Define the Target Audience to maximise media effectiveness
TV spots can be planned most cost-effectively if advertisers take real care in defining the key target audience. Write down the main variables using this check list:
Male or female? Key Age groups? Social class? Geographical area? Personality types? What else distinguishes your customers from Mr or Mrs Average?

4. Isolate the main reason why anyone should desire your particular brand in preference to the competition.
Most UK TV commercials are 30 seconds long. That’s all. Thirty seconds are only enough for about 90 spoken words. So it’s common sense that your message should be simple and concentrate on one persuasive benefit.

5. Include support for the product’s main benefit
Back up your benefit with proof. This could be testimonials from existing customers, for example, or independent product tests.

6. Choose the right tone of voice
Should the delivery be gentle and relaxed? Authoritative and assertive? Tone of voice matters.

7. Be clear on what you want viewers to think and do
Do you want them to pick up the phone and place an order? If so you’ll need to express a “call to action” clearly and memorably.

8. Create a persuasive TV script
Take professional advice from a seasoned TV scriptwriter. Your safest bet will be to appoint a TV specialist advertising agency.

9. Pick your TV production company carefully
Consider using a smaller company which specialises in high quality, low cost productions.

10. Plan and book the right TV airtime
You’ll need the advice of experts. As a small advertiser it’s perhaps best to avoid the big name media agencies used by multinational clients. Smaller media specialist agencies are often able provide the best value airtime deals for smaller clients.

David Pearson of The DRTV Centre explains: “TV advertising is far and away the most powerful advertising medium. If you’re an advertiser who has never tried TV before, give it serious consideration. It could transform your business”.

The DRTV Centre company details:
The agency was founded in London in 1997. The company specialises in TV advertising. It is expert in advertising travel and holidays, annuities, coins & jewellery, communications, comparison websites, education, equity release, injury compensation, law, loans, pet insurance, and toys. It provides everything clients require to mount successful TV campaigns: strategies, idea creation, scriptwriting, storyboards, research, casting, location search, film/video production, music, voice-overs, Clearcast clearance, transmission copies, channel selection, TV airtime planning/booking and campaign response analysis.

Great TV campaigns require specialist advisers. For more information, call David Pearson on 0800 635 9000.

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