Here you will find articles on television advertising, marketing, small business, buying air time, and more.

Is every potential customer for your web-based business already surfing online? How can they be searching for you if they don't know they need you?

Why wait for people to search for you (and possibly find your competitor instead) when you can tell them who you are, and establish that connection even before they go online?

Before people buy a product, they need context and background. They need to feel that your company is substantial, and intends to stay in business. People are far more apt to buy a name brand product than an unknown brand. Advertising proposes a need, and offers a product to fulfill it. Branding takes that one step further, creating a positive feeling of trust in YOUR product and your company, over that of imitators and competitors.

Once you lead your customer to your website, you can provide all sorts of details via supplemental articles, photos, and video demos. You can let them buy online, or find you in a retail store. The first step is getting them to look for you - and television is a great way to call them to your website.

NOT REAL: "I'M WEB ENABLED, PEOPLE WILL FIND ME"

REAL: Television, through cable and satellite, offers hundreds of channels and entertainment choices. The internet, with its billions of sites, has nearly infinite "channels." This is what people mean when they talk about the "noise" of media, and the time-starved consumer. Only a few websites are popular enough to reach the majority of web surfers. Customers are everywhere, not just online. They're at home, in restaurants, in waiting rooms, traveling and staying in hotels. Online advertising has its place in sales, but its main function is to draw attention away from other, similar businesses, or to attempt to catch an impulse buyer.

TV enables you to pull in your customers by telling them your story in the full screen experience of TV. This way, the next time they go online, they're not surfing randomly; they're looking for YOU.

NOT REAL: TV advertising is not targeted like the internet.

REAL: Television preceded the internet with targeted advertising by many years. A. C. Neilsen has been measuring audiences for decades, and the data is readily available to advertising agencies. With today's more sophisticated cable television landscape, with DVRs, time shifting, and on-demand programming, the viewing habits of likely buyers for a product can be located readily, and presented with products, services and offers that they are likely to be interested in.

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