Have you considered cable?

When a small business owner thinks of advertising, they often think of the newspaper. That’s understandable. The local paper traditionally has been the best place to find out what’s happening in your local area. And despite its decline, it’s still probably the best place to find local news in a small town.

But there’s another advertising venue that deserves a look: cable television. Local cable television advertising is often a very effective way to advertise. Advertising rates are typically lower than a broadcast television station and often cable is the least expensive advertising in the area, yet you have the same advantages in communicating your message as you would if you advertised on broadcast television. So let’s take a closer look.

One of the biggest advantages of television advertising is that all the ads are the same size. Your ad will be the same size as the big national chains. You can show your product or demonstrate your service, show your store or office, and really let the people in your area get to know you even if they are not currently doing business with you. Since video involves sight and sound, the viewer is more engaged with your ad, which is why television commercials are typically remembered more than other forms of advertising.

You’ll still need to say your message in a way that strikes a chord with the viewer, which is true for all your advertising. But once you have your message, the effective engagement of video can create a powerful delivery.

The second advantage of cable is the cost. While it is true that broadcast TV reaches more people than cable, it is also true that broadcast TV costs a lot more. You pay less for cable precisely because it reaches less people than broadcast TV. And you should not be basing your advertising on whether you can reach more people somewhere else, but on how much it costs to reach the people who will be seeing your advertising. The lower cost of cable means that you can build the necessary frequency at a rate you can afford.

While the cost of cable varies market to market, often it is even less expensive than newspaper or radio and carries the potential to be far more effective. Don’t rule out advertising on cable television until you’ve given it a thorough look.

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