Hi,
I've seen it so many times. A limited budget. Choosing a media mix. Use most of the money for television "because that will give us the biggest bang for your buck"/"nothing is more powerful than television" (are they still saying that?) But media should be selected for what it is good for?
Awareness? TV is (or was) good for this, but it's reach is declining (free to air). While moving pictures with sound has proven best for evoking emotion, TV is also very good for demonstrating the product in use.
I've often wondered why car companies don't run infomercials in fringe time, to demonstrate all the technowizardry they are so proud of (and which is impressive and generates word of mouth). TV is perfect for a visual tour.
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Cheers!
Michael Kiely
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