TV advertising for the funeral and cemetery profession

TV advertising for the funeral and cemetery profession is an interesting opportunity which has definite pros and cons. First, the average consumer will spend more than 50% of their media consumption time with TV. Of course, the combination of visual and audio is very compelling. And the big brands continue to advertise regularly on TV so there is merit based on return on investment. The challenge of TV includes price, fragmentation, and the onset of PVr’s. The price can be cost prohibitive and since advertising works based on frequency, you must have a substantial budget to consider using TV in your media mix. In the past, advertisers could select the big three networks and the decision was simple. Now, your choices are immense and include specialty channels like the food network, home and garden, comedy and so on. Finally, more and more consumers are using PVR’s and therefore zapping the commercials which diminishes the value. The best approach for the funeral and cemetery profession on TV is the testimonial commercial. Take advantage of your current customers and ask for their permission to use them in the TV ad. For more information, contact me at tim@storefrontmedia.ca

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