Most Effective Ads – Custom TV and Radio Spots That Sell

By Tom Gauger

Many businesses today are forced with uncanny marketing and advertising decisions.  Never has there been so many outlets to get the word out, but strangely enough, this has caused many businesses to re-think what, where, when and how often their ads should run. How much money if any should go into internet advertising?  Does music work on internet ads and is it worth paying for?  Should I continue to run my spots on radio and TV or look to other mediums?

This is a common theme with both small and large business alike. With the onset and gaining popularity of the internet, more and more companies face the realization that there marketing game plan may be outdated and not as efficient and productive as it could be.  Where does one turn and what are the magical answers in this perplexing marketing economy that we now are faced with?

Anyone who purports to having all of the answers to these questions without knowing any of the particulars to your company’s vital interests, past marketing history and future goals, is absolutely outright telling you a big lie.  Those decisions are difficult enough, even with all of the information in hand, but without it, almost impossible. What can be determined, though, are a few principles that have withstood the test of time and can work in any broadcast medium whether radio TV or the internet.  Let’s look at a few.

Music is

vital to almost any commercial.  Music is able to create a mood and form a concrete bond that most messages without it simply can’t. Now we’re not talking about the “cheesy” canned or radio or cable in-house music, we’re talking about a quality production with music houses who not only understand the power of music in your commercial, but know how to write and deliver it.  These music houses are professionals when it comes to highlighting your commercial video accents, sound effects, music beds and then your ending tag line jingle.

Music is the key in most instances.  Sure there are incredibly effective ads without music, but by in large, most commercials could not only benefit, but companies would see an increase in overall sales – Just ask McDonalds, Burger King, Sherwin Williams and a ton of others. Yes, music production will cost more, but it doesn’t have to cost an arm and a leg, and it’s not just for the big blue chip companies – It’s for you as well.

Buyers who do not connect in some emotional way, whether fun, caring, funny, or in any host of emotions that we all exhibit, are very much not likely to buy your product – They just won’t.  It’s the same reason that buyers are willing to spend more at Starbucks than the local coffee house and the reason that individuals will purchase very expensive gas guzzling automobiles. If you understand this one principle, you can really increase not only your sales, but your image, credibility and perception with the consumer.  After all, 98% of the public buy from who they connect with and think of first – And that’s a fact!