What led you to write TV Advertising for Small Business?
We saw some of our clients buy TV advertising packages without blinking an eye. And these were pricey packages, especially for small businesses. These clients were so taken with the thought of seeing themselves and their business on TV that they didn't give it a second thought. Don't get me wrong - the TV stations delivered what they said they would in terms of the number of spots they aired. But it wasn't what these businesses needed and it didn't help them. We thought that small business owners needed some insight into TV advertising before they spent thousands of dollars on something that may produce no return at all.
Do you think small business owners should forget about TV advertising?
Not at all. In fact we've recommended TV to several of our clients and produced spots and placed buys for them. But before they buy there are a lot of things they need to know about TV advertising before they make such a large commitment. This book covers those basics.
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