Talking Television

While the range of possible advertising mediums is continuing to increase every year, television is still proving itself a critical part of the marketing mix.

The fact that over 45% of Australian households have 3 or more televisions, means that in many households each key demographic (eg women, men, children) are now watching their own television set and are tuned into their own preferred programs.

This means advertisers have a better chance of effectively reaching their key target market within each household.

While you should always ensure you achieve effective frequency and reach with your television advertising, it is also important to think about having a strong synergy between your advertising and the programming it will be screening with.

Ensuring that your advertising is screening in context with the programming will help to ensure better engagement by your target audience, and better memory retention of your key messages.

There is an obvious logic to running adverts for health related business/ products during a program on health. You can also take this relevance relationship to a new level by tying in an emotive style advert with an emotive program (or conversely a rational style advert with a rational base program).

Thinking strategically about where you place your adverts in the programming mix will ensure you get a more effective outcome from your television advertising.

“This article was written by Tracy-Madonna Wylie, Business Manager, Nutbirdz Strategic Marketing, and printed in the My Marketing Companion column of the Fraser Coast Chronicle in 2008.”