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Know Your Audience (and Where They Are and How to Reach Them)

by Bill McCabe  |  
July 13, 2012
In this article, you'll learn:

  • Three crucial questions advertisers should ask before investing in new media
  • How to effectively differentiate between the reality and the promise of existing and emerging ad technologies
  • Some common misconceptions about television advertising's demise

As a marketer, you understand that to achieve brand marketing goals you must know your target audience inside and out.

Given this notion, a look beyond the numbers can be enlightening, particularly in terms of the many misconceptions regarding television—particularly, that the influence of TV advertising is waning.

All indications are, however, that TV viewing is at an all-time high.

Watching the evolution of all the new technology available for reaching consumers (mobile, tablets, gaming, 3D, e-books, online video, to name just a few) is fascinating as a marketer. It's even more intriguing for those of us working in direct response (DRTV advertising)—as not a day goes by that we don't see a new application for the ad campaigns we currently air.

And yet, we continue to remind ourselves not to be distracted—and to keep our eye on the proverbial ball. That's not to say that new technologies won't continue to grow in importance. They will (and they will become a larger source of revenue for traditional TV advertisers). Yet, the larger message sometimes gets lost in the numbers.

For example, let's take a look at some Nielsen numbers from earlier this year:

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Bill McCabe is CEO of A. Eicoff & Co., where over the last 27 years he has played a key role in building it into the DRTV leader it is today.

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  • by Rishi Fri Jul 13, 2012 via web

    Many current advertisers mainly use TV commercials for brand building. Here's an equation that will turn TV commercials into direct response:

    TV commercial + Consumer context = Direct response

    Like this 2nd question in the article states, advertisers need to understand what the consumer is doing and where they are the moment they watch the commercial. In most cases, the consumer will have a mobile device next to them. Advertisers can leverage SMS short codes to create direct response campaigns, encouraging consumers to send a text message in return for a coupon, sample, etc. Get access to all our marketing cheat sheets including "8 Tips for Mobile Marketing" at

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