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King of advertising

Television can reach a large targeted audience. In a television commercial, you've got thirty seconds to present your ideas to potential customers as to why they should choose your product or service. A successful commercial is so unique that viewers who are not interested in your product/service can tell others who need your product/service.

The citizen machine : governing by television in 1950s America
Anna McCarthy.
New York : New Press, 2010.
In the early days of television, corporate executives, philanthropists, and social reformers hoped to use the new medium to enforce morality and safeguard the free world against the specters of communism, race conflict, and nuclear war. McCarthy (cinema studies, New York University) describes the work behind examples of sponsored programming such as an animated cartoon on free enterprise, and asks how TV came to be seen by some elites as a vehicle for governing the moral and mental development of the populace. She sheds new light on the place of TV in the political landscape during the postwar period, and on the role of television in conceptualizations of democratic governance as a process best managed through the transfer of state responsibilities to the private sphere. The book is illustrated with b&w photos, stills from TV programs, and pages from actual scripts. About 65 pages of in-depth chapter notes are included. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)
     
But wait-- there's more! : tighten your abs, make millions, and learn how the $100 billion infomercial industry sold us everything but the kitchen sink
Remy Stern.
New York : Collins Business, c2009.
New York City-based journalist Stern is a former editor at Radar and the current editor and publisher of the website Cityfile.com; he has written for numerous publications including New York magazine and the New York Post. In his first book, he offers general readers a quick-paced look at the infomercial and home shopping phenomenon and how it has risen to become one of the most profitable businesses in the U.S. The text incorporates insider information through interviews conducted by Stern with inventors, marketers, entrepreneurs, and production personnel from the industry. Annotation #169;2009 Book News, Inc., Portland, OR (booknews.com)
     
The Super Bowl of advertising : how the commercials won the game
by Bernice Kanner ; foreword by Ted Sann and Phil Dusenberry.
Princeton, N.J. : Bloomberg Press, 2004.
The Super Bowl is the most watched, most anticipated, most expensive, most influential arena in the world for television advertising. It is the place for advertisers to showcase their best, and for millions of viewers to see, judge, and respond to the most costly, creative commercials they'll encounter during a single broadcast. Since it began in 1967, the Bowl has grown to mythic proportions, and with it the annual anticipation of advertisers and audiences. Many people tune in just for the ads. This book is a lively tour of this advertising evolution, illustrated with color stills from memorable, sometimes out-on-the-edge ads and with stories of behind-the-scenes work that went into conceiving and making many of them.
     
A millionaire's notebook : how ordinary people can achieve extraordinary success
Steven K. Scott.
New York : Simon & Schuster, c1996.
Steve Scott held and lost nine jobs in his first six years after college. He was told more than once that he would never succeed. Yet this former corporate failure not only became a multimillionaire himself, more than forty others have become millionaires as a result of the efforts and advice of Steve and his partners. Ordinary people just like you, including a housewife, a makeup artist, a hair stylist, a salesman, a teacher, a convenience store clerk, a marriage counsellor, a carpenter, a doctor, a dog trainer, a former P.E. teacher, to name a few. Not Simply a Book about Making Millions A Book about Achieving Incredible Degrees of Success! This book is not a guide to making millions, although its insights and advice could certainly result in that. It's not a book about theories. Instead, it's a step-by-step guide to success -- success in any field, at any age. It tracks Steve Scott's life from mediocre high school student to a corporate failure to number-one marketing entrepreneur in the United States. It shows how a "nobody" who couldn't even afford to pay for his first child's birth could create more than a dozen record-breaking companies in completely different industries, selling over one billion dollars in products. Unlike Any Success or Business Book You've Ever Read! This book doesn't stop with general principles or psychological motivation, but instead gives specific tasks you can instantly apply to your personal or business life. Your Personal Notebook for Success Each chapter ends with a section that leads the reader through a step-by-step process that can result in greater success than he or she has ever experienced. The Notebook for Success provides a guide that can be used by anyone from a high school student to the CEO of a Fortune 500 company. You'll understand why Steve Scott firmly believes that ANYONE can significantly increase his or her "batting averages" in any area of life and break through the barriers that separate mediocrity from phenomenal success -- barriers imposed by others or even by ourselves. If you want to achieve a higher degree of success than you've ever thought possible, this book will become the most important book on success you, your employees, and your children will ever read.
     

Your local TV and cable stations have trained staff that can produce commercials for you and advertising representatives to help you air your commercial. You can hire local professional actors or address the public yourself.

With these types of spots you could avoid prime time rates and run your commercial more frequent.

0 to 24 rotator - commercial will air on certain days
direct response - has to include a call to action, like "call now"
overnight - are aired from midnight to 6 a.m.

Be sure to incorporate your company's logo and any other trademarks that make up your companyís brand. Direct viewers to your website so they can learn more about what you have to offer. Air your commercial there to be seen by more viewers.

Share the cost of producing and airing a commercial with a partnership. Offering a free product/service can benefit both businesses and you are able to reach more potential customers.

Make your commercial memorable with a jingle or telephone number that is repeated over and over. And try to incorporate a little humor. St. Louisians will always remember these local icons:

  • Becky, Queen of Carpet flies around the Gateway Arch on her magic carpet without losing her crown.
  • Empire Flooring put their  telephone number; 588-2300 Empire, today, to a nice tune.
  • Schweig Engel spoofs are one of the most outrageous spots ever to hit the airwaves. They would do anything to get you free credit for a year.

TV is often called the 'king of advertising media.' Expose your business by advertising on TV--the rewards can be substantial. Maybe one day in the future you can buy a spot during the Super Bowl.

Article by: St. Louis Public Library staff