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We compiled a list of frequently asked questions and answers.
 | Why Should I
Advertise on TV?
Television advertising has earned an excellent, consistent, successful track
record of promoting products and services for over half a century. According
to Television Bureau of Advertising "Americans say television is the medium
where there are most likely to learn about products or brands." (www.tvb.org
04/30/05). |
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Why are the channels you are discussing cable channels? Isn’t the best
programming on the major networks?
By using cable, you get the opportunity to target a market that is most likely
to be relevant to your practice.
The rates for television advertising are usually calculated based on the
number of people that will be watching. For network television, those
audiences usually include a wide area, much of which is not really a good area
geographically to attract patients to your practice.
In an urban area such as Los Angeles, the network affiliates (ABC, CBS, Fox,
NBC, UPN and the WB) broadcast to LA, Orange, Riverside and San Bernardino
Counties. In smaller television markets (such as Lansing, MI), the network
affiliates are broadcasting to audiences in towns up and down central
Michigan. In either case, a large segment of the audience that the business is
paying to reach will not be a reasonable candidate to patronize the practice.
However, with cable television, a dentist is able to target television homes
within a reasonable geographic proximity to the practice. Therefore, it is
more likely that a viewer would be a good potential patient for the practice. |
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How do you customize
the ads for my practice?
The practice name is being mentioned 2 to 3 times in each of the commercials.
A new voice over with your practice name will be recorded and edited into the
commercials. The commercials also include several seconds of promotional
graphics, usually include the practice name, telephone number, and address.
This is also being customized for each dental practice. The script itself is
also able to be customized based on what the practice is offering. For
example, in a commercial on whitening, we can easily substitute ‘Zoom
Whitening’ ‘Laser whitening’ or ‘Brite Smile’ or whatever whitening method the
practice wants to promote. We can also insert a whole host of dental services
into the ads |
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Can I license a specific ad from the set?
No, all the ads in a set have a similar look, and feel and they are intended
to deliver a similar message while providing some variety to keep the audience
interested. Once you purchase a set it is up to you to choose
which version to use and when. |
| Can
my competition get these ads too?
We will only license any particular set of advertisements to one dental
practice in a particular cable market for a period of five years. Therefore,
once you procure these advertisements for your practice, you can be certain
that no other dental practice will be on your particular cable system with the
same advertisement. |
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