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by Marjori Masitto Krause
Television offers one of the most expensive and effective methods of mass-advertising. Crisis Pregnancy Centers and Pregnancy Care Centers are finding that television advertising has generated an increase in phone calls of 33% to 200%. In this article you'll find some straightforward recommendations about purchasing television advertising.
  The three major broadcast networks (NBC, CBS, and ABC) distribute programming through local affiliates in three hundred twenty designated market areas (DMAs) across the country. Located in more densely populated cities, network affiliates can charge from hundreds to thousands of dollars per thirty-second spot. Few crisis pregnancy centers have the money needed to purchase an effective ad program. Moreover, while television advertising reaches many people, for CPCs it can be quite inefficient since only 2% of the population is pregnant at any one time.
But there is a solution! It is possible to both target advertising and reduce costs by purchasing spots on nationally distributed network signals being carried on local cable systems. These ads are called "cable spots." In return for being able to carry the programming of such networks as MTV, VH1, Lifetime, USA, and others, local cable systems get to preempt the spots feeding down from the network satellites with local spots. These "avails," or locally available spots, offer advertisers a much narrower geographic distribution at a proportionally lower cost.
According to Marketing Partners' national research for the CPC/ PCC movement, television is the medium that reaches your prospects most consistently. If you are not using it as a part of your marketing mix, we believe strongly that you should consider it. (Read on to learn how we can help.)
1. Define Your Advertising Target
Determine exactly whom you need to reach with your commercials. Do you need to reach teenagers after school? Do you need to reach young professional women? Do you need to reach men who may need counseling? Look at the demographic data for your clients. Determine their distributions for gender, income, age, race, etc. From these specifics, you can define your media target.
2. Determine Your Market/Distribution Area/Cable Coverage
Determine your area of client draw. In some cases, retailers have found customers will not drive more than 60 minutes from their home for products or services. Where are you located? How far-reaching does your advertising need to be? Cable can limit your advertising to your exact geographic zone. There are thousands of zones across the nation.
3. Select Cable Networks and Analyze Viewing Trends
Match the cable network offerings to your target audience. Cable media buyers are able to list the demographics of each channel and of each show on each channel. For example: MTV reaches a younger market, ages 18 to 34. BET (Black Entertainment Television) primarily reaches African-American women, ages 18 to 34, and teenagers, 12 to 17.
4. Evaluate Your Schedule and Audience Estimates
Learn about ROS and Fixed Scheduling. Run Of Schedule (ROS) is one variable you can manage to control costs. An ROS is a time period, such as from 6:00 p.m. to midnight. Spots will run at various times throughout an ROS.
For an extra cost, you can specify exact times and shows you want to advertise during or around. That is called a Fixed Schedule. The Fixed Schedule premium can be 20% to 25% more than ROS costs. You will want to determine which time periods and which shows reach your intended market.
If you are interested in advertising your center in your area, but have no way to produce the commercials, there are ready-made, customizable commercials available. The Heidi Group has several tested and effective thirty-second spots that they are willing to customize for your area. There are several other pro-life producers that are willing to share with you. (See contact information at the end of this article.)
We recommend you purchase an 800 number specifically for the spots you run. You could even purchase a different 800 number for each channel on which you advertise, enabling you to determine which channels work best in your area.
Marketing Partners, Inc. places millions of dollars of advertising for clients each year. We can help you determine your market, the rates you will pay, and select the channels and times to run your ads. We also can customize your spots and advise you regarding negotiating your ad purchases. We've done it for decades. Call us at 1-800-588-7744 for more information.
Marjori Masitto Krause, B.S., is an Account Executive for Marketing Partners, Inc. She can be reached at 1-800-588-7744 or info@atcmag.com.
Some statistics and information provided by NCC.
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