Pricing
With most TV ads we have checked the cost tends to run higher than with other forms of advertising because of the actual production of the ad and the cost of the medium itself. For a smaller school with one location would this be a reasonable investment or would this be more of an avenue for bigger schools with multiple locations?
Don't let the costs of television scare you from giving it a well thought out test. There are many ways you can be creative in order to stretch your dollars while running television. It starts with strong negotiations and getting the spots for as cheap as you can (remember, the goal is to get them cheap, but we also want to make sure they run). Make sure you push for bonus spots and other value added options as this will make your package more attractive and more likely to succeed. So television can be a reasonable investment if you plan and package creatively. If you feel you just can't get the most bang for your buck in television, make sure you give a look to Internet and newspaper. These two mediums have proven over the past few years that they can do as well as television or in most markets that I've seen, do better than television.
Thank you very much for your answer, it really helps us out as well. Since we are a small school looking to get the most bang for our buck, television seems like a good option for us however a small budget does not allow us to do extravagant things like we want to do. We mostly do newspaper and Internet advertising right now and are slowly starting to try some radio advertising as well. So far they're producing about equal results.
