If you have ever run a business you must be aware of how difficult marketing can be when you want to reach a wider market. Marketing your business manually is one of the most daunting and unreliable efforts one can employ. Advertising helps reach a wide market and easier. This necessitates the production of commercials to communicate your message through a number of channels. Advertising and commercials are almost the same though.
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and the early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through banding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers.
In the current fragmented market, the marketers are facing tough competition from their competitors. Each marketer has to prove himself to be better than his competitors. The cut-throat competitive market environment has made the advertising field very experimental and hence advertisers are adopting different measures to attract the attention of their target customers. They try to present their advertisements in such a way that catches instant customer attention.
Being business entities, sometimes companies are carried away with their profit motives. They forget that as they are a part of the society, they have a responsibility towards the society, as well. Any activity of the company should not have an adverse effect on the society. The same stands true in respect of advertising also. With the growth in the reach and frequency of mass media, the advertising industry has also grown by leaps and bounds. It implies that the persons exposed to advertising are also growing with the growth of mass media and the advertising industry.
One of the major media platforms you can use to communicate your message is the television. This medium’s combination of audio and visual makes it standout. However, producing and running a television commercial is quite expensive, although one ought to ensure that they get the best for their company from the commercial.
To get the most out of your TV advertising, the best practice is to not only learning from others, but to carve out your own niche. So to answer your question, TV advertising can be expensive if you want it to be, or it can be as cheap as using your iPhone to take HD video and hiring a local guy like myself to compile the images and video together. The downside to the cheap way is that while the commercial will look good, the quality of the images won’t translate well during television broadcasts and are mainly suited for the Internet.
The production of a commercial is as complex as the ideas in your head for how you want your company to be perceived. For example, Empire Construction paid Comcast $1,000 in 2008 to produce a 30-second commercial. Comcast’s videographer came out for one hour, shot some generic ‘b-roll’ footage, and then edited it all together. Empire Construction wasn’t happy. They paid so much for the commercial that they felt they had to show it in order to get their monies worth. My company came in, helped Empire Construction create a more compelling commercial for $500 – one that the company owner helped make – and this commercial continues to be shown. Better yet, the company agreed to make a second commercial with us.
Granted, Empire Construction still has to pay for the airtime to show the commercial, but self-producing allowed the company the freedom to stream the commercial on its website, on YouTube, and any other social media outlet.
As much as commercials are important to any business, these costly ventures are a great challenge to small businesses without much financial support. This, among a number of other influential factors makes the small business owners opt not to strain their limited finances in funding commercials. However, the coverage of these businesses is not as wide thus they enjoy the close proximity of their customers, which outweighs the necessity for commercials.
Small businesses have significantly lower budgets than large corporations, so they allocate less money to advertising activities, which limits their visibility. While large corporations opt for glossy advertisements in national publications to reach their market, small business owners place advertisements in local publications.
Stronger Access to the Local Market
Small businesses can take advantage of local marketing by making direct connections with the community and its members. From participating in local business associations to sponsoring local events, they have the ability to personally introduce their businesses to market they service. Arrange speaking engagements in your business community to generate potential leads for your business.
Limited Staff for Promotions
With less staff than a larger business, small business owners have a limited amount of staff with the skills and abilities necessary to market their companies. As a result, they are unable to execute large-scale events and promotions without overworking their staff and exhausting their resources.