NO OTHER MEDIUM ON EARTH HAS IMPACTED SOCIETY LIKE
TELEVISION. It informs, entertains, motivates and changes
behavior. Its attributes of sight, sound, motion and emotion make it
the most persuasive medium to date. Television is everywhere. It
reaches 93% of the adult population every day. No other major
medium can claim this kind of influence; not radio, not newspapers.
In fact, watching television is a favorite activity. We commit over 4
hours a day - on average- to television viewing.
Every year, companies like Booz Allen & Hamilton, Roper Research
and Bruskin Audits conduct research that evaluates the way people
receive and process information. The results continue to
demonstrate that Television is the dominant medium across all
demographic groups. By tapping into the power of Television, your
organization can reach and influence the power within our Nation’s
Capital.
Why Television Works:
It’s because people learn in different ways. Some of us learn better
when we hear information. Some of us learn better when we see
information. Still, others learn better when they see and hear
information. Television does both. It can deliver a compelling
message with long-term viewer recall. It is by far the one medium
where your message can have maximum impact on your target
market.
The Changing PSA Arena:
It’s a very crowded field of competing organizations. Each jockeys to
get its message selected by broadcast media for airplay. The
average television station receives over 50 PSAs each week.
Competition is fierce. So, the objective of a public awareness
campaign is twofold: to increase awareness of an organization in the
minds of the media and then the organization’s target audience.
Some Challenges:
Due to changes in the Federal Communications Commission (FCC)
guidelines, radio and television stations are not required to air PSAs
as they once did. Today, stations often use the time - which was
once allocated for PSAs - to air paid advertising. This means that
there is far less free community affairs airtime available nationwide.
As a result, many organizations now earmark portions of their
budgets for paid advertising schedules. In a perfect world, it is best
to employ a mix of paid airtime supplemented by free PSA airtime.
Paid advertising schedules maximize reach for cause-related
messages.
Meeting the Challenge:
John Quinn has helped numerous organizations deliver their
messages to their unique target audiences through creative cost
effective productions, compelling and effective campaign vignettes
and award-winning long-form marketing videos that work. From
conception to completion, Quinntessential Media will help you
create a marketing campaign that is sure to enhance your marketing
goals on target, on budget and on time.
The Power of Television
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Kazakhstan: Reaching for the Future
!5-minute historical DVD presentation
distributed by the Embassy of
Kazakhstan.
distributed by the Embassy of
Kazakhstan.
30-second spot produced for the
German Embassy that tells the story of
the Berlin airlift's "Candy Bombers". It
is the story of men and women whose
heroic efforts saved a city, and whose
lives were shaped by this intense time.
German Embassy that tells the story of
the Berlin airlift's "Candy Bombers". It
is the story of men and women whose
heroic efforts saved a city, and whose
lives were shaped by this intense time.
Germany: "Friends Always"