Buying a TV advertising schedule is a significant investment. It’s normal to wonder whether the return will be worth it. Only experience will tell, and there are several ways to minimize the risk.

Make it Sell

The first thing to do is make sure that the ad sells something. The TV sales rep and the station’s production director may want to produce a creative, edgy, attention-getting spot. Creativity and attention are vital, but most of all, the ad must sell.

Selling something is the only chance for a return on the investment. A spot that spends 25 out of 30 seconds being creative instead of selling products or services may earn the station an award from the local ad club. But the real test of the ad’s value is whether it increases traffic and sales.