TV Is Cost-Effective In Building Brand Awareness
Television advertising is a highly effective means of building brand awareness for short and long-term business performance, according to new research from the Chartered Institute of Marketing (CIM).
The study suggests that developing brand awareness through television advertising need not be expensive and claims that countless companies have benefited from low cost TV campaigns.
Channel 4’s Mike Elsley comments: “Companies with more modest budgets can still have highly effective TV campaigns. With total TV costs for the first quarter of 2003 likely to be on par with those of six or seven years ago, television really is an affordable option for companies that would have perhaps not considered using the medium previously.”
The CIM cites Expedia.co.uk as an example of the strength of TV advertising, claiming that the online travel company’s £281,000 investment in television brand building helped it to see international revenue rise by 224% year on year during 2002.
According to the CIM, the development of modern measurement methods have allowed businesses to clearly identify the effect of ad investment on profits.
Peter Fisk, chief operating officer of CIM, said: “Marketing is ultimately about driving business results. Companies that continue to develop their brands efficiently in tough times not only help to sustain profitability in the short-term, but are also much better placed to achieve exceptionally strong results on the upturn.”
Last month the CIM urged companies of all shapes and sizes to invest in brand development in order to sustain business performance during the tough times ahead (see CIM Urges Brand Investment In Times Of Crisis).
Chartered Institute Of Marketing: 01628 427 500 www.cim.co.uk
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