Tham khảo tài liệu 'the top small business books for dummies_7', kinh tế - quản lý, kinh tế học phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 12 Broadcasting Ads on Radin and TV 185 Airing pre-produced manufacturer ads High-quality ready-to-air ads may be available to you through your manufacturers or dealers. The ads feature the manufacturer s products but they include time to add a tag line directing viewers to your business. If you go this route consider the following Run manufacturer ads only for products with major sales potential for your business and for which your business is the exclusive regional representative. The ads are likely to be of higher quality than you could afford to produce on your own. By adding your own tag line you ll gain advertising visibility while benefiting your business through association with a major national advertiser. When airing manufacturer ads contact the manufacturer to discuss the possibility of obtaining cooperative advertising support in the form of shared costs for the media placements. Ask your station to add your logo and tag line. In return for your ad buy they will probably perform the service for free or close to it. Television ad guidelines You heard the advice loud and clear in the previous section Don t even try to conceive write or produce your own TV ads. Bring in the pros and then know what to look for as you evaluate their ad concepts and schedules. The advice in Table 12-1 shows you what to aim for and what to avoid. Table 12-1 TV Advertising Do s and Don ts Do s Don ts Do work to stir the emotions and imagination of your audience. Don t create ads that feature only a lineup of facts about your product or business. Do focus on the viewer and how your message will change the prospect s life. Don t keep the entire focus on your product company or staff. Do start strong. You have three seconds to grab the audience. Don t save your punch line until the end your audience may be gone by then. continued 186 Part III Creating and Placing Ads Table 12-1 continued Do s Don ts Do get to the point .
