News flash! You don't have to be a major corporation to take advantage of television advertising, if you go local. Millions of small businesses have discovered that local TV advertising can provide a tidy return on investment. Local TV advertising isn't limited to local stations; you can also place ads on local network affiliates and on virtually any national cable network. Advertising on local TV and cable allows you to:

1. Reach a targeted demographic.
2. Increase your chances of achieving immediate response.
3. Increase brand awareness.

Action Steps
The best contacts and resources to help you get it done

Can you afford it?

Sure, prime-time rates on the networks can easily reach hundreds of thousands of dollars for a single 30-second spot. But local spots can be a bargain and could cost you less than $50 per spot.

I recommend: Determine if your business can benefit from advertising on TV by checking out FAQs about television advertising for small businesses at TelevisionAdvertising.com.

Identify your audience

Who are you trying to target with your TV campaign? Come up with a customer profile that includes gender, age group, household income, hobbies, interests and geographic location. The better you can define your target audience, the more likely you'll be able to zero in on a network and programming that will reach it.

I recommend: MapInfo.com offers resources and tools to help you profile your customers.

Get help producing your spots

Producing a commercial doesn't have to cost tens of thousands of dollars. Cable companies and network affiliates have started offering production services to small businesses. Many offer deep discounts on production costs if you're going to advertise with them on a regular basis.

I recommend: Contact "media sales" at a local cable company, such as Time Warner Cable, to inquire about their production services. Another alternative is SpotRunner.com. For about $500, this unique service lets you choose from an extensive library of high-quality ads that you can customize with your own message.

Get help placing your spots

Confused about all the options for TV advertising? Not sure if you'd be better off going with the local network affiliates or with cable? Get help creating a plan that meets your needs.

I recommend: Cheap-TV-Spots.com can help you place your spots as well as produce them.

Try local broadcast advertising

The networks aren't only for the Coca-Colas of the world. Your commercial can be shown locally during popular prime-time shows or during local newscasts on local affiliates of network TV.

I recommend: Check out the availability of local spots from your local affiliates of ABC, CBS, FOX, NBC, PBS. Learn how to work with advertising departments of network affiliates at TelevisionAdvertising.com.

Is cable for you?

Cable advertising offers local advertising opportunities that can help you reach as small or as large an audience as you desire.

I recommend: Discover the benefits of local cable advertising at the Cable Advertising Bureau (CAB). View research about advertising on cable vs. other media at ComcastSpotlight.com.

Research cable networks

Review market research to determine which cable networks reach the audience you're targeting.

I recommend: CAB.com offers national demographics for each cable network. To find local demographics, contact your local cable provider. Adelphia Media Services publishes local demographics online for markets that they serve.

Tap into your local cable company

You don't necessarily have to contact cable networks individually to launch your advertising campaign. A single call to your local cable provider may be all you need to get you started with a local, multi-network campaign.

I recommend: Find your local cable provider in the CAB directory and contact the advertising sales division, which may offer assistance in placing ads in single or multiple markets.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  To make an impression on a specific audience, purchase spots on the same channel at the same time on the same day of the week.
• •  To make a lean budget work for you, ask your local cable company if they can zone your commercials to certain parts of the city. Network affiliates don't have this ability.
• •  Network affiliates are stepping over each other to compete for local advertisers. Make sure you get rate sheets and demographics from each local affiliate and compare. This competitive market gives you the opportunity to negotiate for more airtime and extras such as sponsorships of local news programs to get the most for your advertising budget.
• •  Cable stations can either run your spot during a specific program (fixed-positions spots) or at any time during any programming (run-of-station spots). Fixed-position spots are more likely to hit your target market, but they're more expensive than run-of-station spots.