FAQ

Isn't TV just for major national brands?
Major names use television advertising because it is highly effective for building brand awareness and generating response - and smaller advertisers can share the magical effect of 'as seen on TV'. Regional campaigns, macro or split areas, satellite broadcasting, targeted programming and less popular advertising periods mean that TV can be affordable and that your commercial will share the same break with big brands, attracting all the associated kudos and impact. There are even special discounts for first-time advertisers and subsidies for TV commercial production.

What does it cost to advertise on TV?
This will depend on whether you plan to advertise on satellite or cable TV, Channel 4 or Channel 5 macro regions, or on regional ITV, especially as areas like Carlton/LWT can be relatively expensive, albeit delivering a massive audience. However, a test campaign on most ITV regions should fall within five-figure budgets, sometimes more, sometimes even less, and should give a very good idea of whether TV works for you. Assuming it's successful, you could then roll the campaign out to other regions or nationally and recent research indicates that every pound spent on TV advertising generates over £2.30 in return.

What about cable or satellite TV?
Unfortunately, many first-time advertisers were tempted onto TV by smaller cable networks and were disappointed with the outcomes. Many satellite stations deliver much larger audiences, although others are mainly suitable for niche products or direct response advertising. But remember these are national channels, so you need a national presence. On the other hand, a peak time spot on many ITV regions will reach even more people, with a high potential response, as can Channel 4 macro regions.

What should we spend on production?
Airtime is the budget priority, since no matter how lavish the commercial, it won't have much impact if it's not screened often enough. As a rule of thumb, look to spend 10% - 20% of your airtime budget, possibly more if you want to run the campaign again next year. Major brands invest more in 'production values', notably using film stock rather than video, but the returns are marginal for smaller advertisers. Don't spend too little, however, or the lack of perceived quality will reflect adversely on your overall image.

What type of commercial is best?
The short answer is 30 seconds, live action. It's comparatively more expensive to buy 10" or 40" spots and thirty seconds gives you enough time to put over a convincing message. Live action puts you on a par with major brands and you can even use your own people as unpaid extras, although you should use professional artists for speaking roles. Celebrity presenters and voice-overs or well-known licensed music track can add significantly to the impact, but also to the expense.

What advertising claims can we make?
Mainstream British TV advertising is strictly regulated with regard to bogus and extravagant claims, so viewers really can believe what they see. Commercial scripts and visuals are scrutinised by the BACC and statements like 'best', 'biggest' and 'most' are not allowed, unless of course they can be justified, which is why you see terms like 'probably' and 'no-one does it better'. We are thoroughly familiar with producing scripts and visuals that are more likely to gain approval. We can also offer an independent, expert view on what promotional messages you should project.

How can we handle the response?
Curiously, once people overcome their reservations about advertising on TV, they then worry about handling the likely response, suggesting they thought it would work all along! The answer is to plan ahead and gear up your response mechanisms, like the freephone and website, and we can schedule the campaign so that feedback is spread over two or three weeks. That's where our experience helps. We can also advise on aspects like interactive websites and call handling centres, to widen your channels to market.

Why should we buy TV through an agency?
According to ITV regulations, advertisers cannot usually buy airtime direct from TV contractors, but must deal through a recognised agency, which demonstrates the necessary buying skills and industry track record. Besides which, commercial broadcasters are selling organisations, with limited advertising airtime to dispose of, so it makes sense to use an independent agency that can negotiate the best discounts, dayparts and ratings on your behalf, then monitor delivery. After all, it's in our long term interest to make your campaign a success, so you'll continue to book through us.

Why pay a copywriter, when I can do it myself?
Even if you are a skilled wordsmith, writing advertisements, company brochures, customer newsletters or whatever takes considerable man hours and your time might be better spent on core business tasks, where your expertise is more valuable. Besides, an experienced copywriter can provide an objective view of your marketing strengths and weaknesses, identify promotional opportunities and understand how to project your message to best effect, as well as expressing it in the most convincing style.

People tell me radio advertising doesn't work, is that true?
On the contrary, radio can work exceptionally well, if you target your audience precisely and buy airtime accordingly, which doesn't always mean using the biggest station in your catchment area. Often advertisers simply transfer their press messages to radio, rather than exploiting the unique qualities of the medium, and that can lessen the impact. You'll find the airtime and production costs are actually quite attractive and the creative potential limitless, without the expense of costly sets or location shoots. Adding radio to the marketing mix, alongside TV or press, is also proven to increase frequency.