Marketing

Issue No. 3 - December/ 2001/january

Affordable, Effective TV

Almost everyone watches television at some stage during an average day. In marketing terms TV is a very powerful medium, able to reach into peopleís homes and excite consumer demand for a product or service.

So why do so many businesses shy away from TV advertising?

Sean O’Brien, Sales Director of Channel 9 Adelaide, believes TV is often assumed to be the domain of big businesses—and big budgets.

“The perception of TV as expensive is incorrect. In fact, by including a carefully crafted TV buy into their marketing mix, many small businesses would be able to see an immediate and measurable return on their investment,”Sean says.

“Some small businesses have already recognised the potential of TV and testify to growth in both consumer awareness and bottom line results with each successful campaign.”

Prominent jeweller Albert Bensimon is a strong believer in television being the most potent advertising medium. “For jewellery, the power of telev...

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