When considering modern advertising methods, television advertising isn’t top of my list. It’s expensive and better for brand advertising than for direct marketing.

However, two versions of television advertising better fit the definition of “modern advertising methods.” These are cable television advertising and video advertising.

This fifth post in my series on modern advertising methods concentrates on these types of television advertising. If you want to access the first four from this series, you can start with the first one below. Then each post links to the next one so you can follow them chronologically.

Modern Advertising Methods 1

Modern Advertising Methods – Cable Television Advertising

Cable television advertising can be purchased locally, regionally and nationally.

It’s usually less expensive than regular television advertising, making it more feasible to use for direct marketing. I’ve seen some local cable television ads for as little as $8.00 for a 30 second spot.

At these prices, even small business owners with small advertising budgets can afford cable television advertising. Plus today’s ad-sales environment offers new advertising opportunities, including product placements, entitlement sponsorships, and sponsor-supplied programming.

Many cable sales people will tailor a budget for you and even help you produce your advertising spots, but don’t just turn your advertising over to them or you’ll risk your advertisement looking and sounding like all the other local ads.

The trick is to design ads that stand out from other local ads and motivate potential customers to respond directly and immediately by calling a telephone number, visiting a web site, or in someway contacting your business.

Modern Advertising Methods – Video Advertising

Cable channels are also leading the emergence of video advertising.

My local cable channel offers video advertising that potential customers request, similarly to how online searchers look for content by keywords.

Video advertising isn’t broadcast to everyone so you don’t pay to reach people who aren’t in your target market. Those who request your video are serious shoppers who are interested in what you sell.

Another type of video advertising is similar to book advertising that I covered in yesterday’s post:

Modern Advertising Methods 4: Publications

Both share similar advantages and disadvantages.

With this type of video advertising, you actually buy placement on a video that reaches your target market. This can be anything from a movie to an information product. Of course the greater the distribution, the more your ad will cost.

Another type of video advertising involves producing videos and posting them online to sites like UTube. But I’ll not cover that here because this first set of posts on modern advertising methods covers offline. I’ll cover online methods in later posts.

To get to the next post in this series, click on the link below:

Modern Advertising Methods 6: Radio Advertising

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Posted 9-9-08: Modern Advertising Methods 5: Television Advertising

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