In the eyes of many, advertising on television is first prize.

And they have a point. The fact is, advertising on TV is the way to go if you're looking to reach a wide audience - and have the budget available. Whilst the medium isn’t particularly cheap, it’s flexible in its offerings and, in some cases, provides discounted advertising packages to first time advertisers. Television is an in-the-face medium and as such, is suitable for both brand-building and moving product. Depending on the nature of your product or service, it can do a superb marketing job and there are many media strategies out there with only television on the schedule. TV offers advertisers a number of advertising options. Whilst one can go the conventional route of buying ten, fifteen, twenty, thirty and sixty second TV spots, one could also look at, for example, infomercials, product-placement in a locally-produced soap, weaving a storyline around your product or service in a popular program or sponsoring a TV series. These days, TV stations are exhibiting more flexibility and if they can accommodate your requirements, will go out of their way to do so. Through my association with a well-known media buying and planning agency, we’re able to structure and negotiate on your behalf. As a conceptualiser and copywriter, TV is a medium in which one can be seriously creative. Over the years, I have worked on commercials for the likes of Fedlife, Bata North Star, Rent-a-Bakkie, Houghton Harper and CrimeStop to name a few. (The latter was produced prior to the advent of the cellphone, which will give you an idea of how long I’ve been around). After viewing them, you’ll have an idea of my conceptual and writing abilities.

 

Houghton Harper	Houghton Harper	Fedlife
Bata North Star	Rent-A-Bakkie	Crime Stop

 

Commercials such as those for CrimeStop and Houghton Harper are produced in studio and can be done for as little as R40 000 excl VAT (assuming telestreaming of the commercial to just one TV station) and are particularly suited to first time advertisers who have not advertised on TV previously and who don’t have a meaningful budget to work with. That is not to say commercials of this nature aren’t effective. They absolutely are and can get your phone ringing off the hook. However, for marketers with more expansive budgets, I work with top film production companies whose work is out of the top drawer. One of my favourite commercials was for my client Fedlife, which featured a little boy named Marco who stood up in class and declared that, upon growing up, he wanted to be a “pirate”. When asked whether he meant to say “pilot”, he replied “But that’s what I said”. (This, to much sniggering from his classmates). Whilst the commercial flighted many years back, it stayed in people’s minds for a long time. And not only was it memorable, it scored highly in market research. The Rent-a-Bakkie commercial - shot in various locations in Limpopo province – also scored highly, whilst the commercial for Bata North Star (filmed in the mine dumps around Johannesburg) went on to win award nominations in London and New York. Commercials with a strong concept, shot well, can get your brand noticed and talked about. I can see to all your TV and cinema advertising requirements: from coming up with a concept, to writing a script, to overseeing production, to supplying advertising material, to facilitating a television media strategy, to purchasing time on recommended TV stations and channels. And if, through the media company I work with, we can negotiate you discounts or added value on your TV advertising campaign, we’ll most certainly do that. To sum: by working with people who really know their stuff, I can help you make the most of your television advertising.

 

Used correctly, advertising on radio can be music to the ears.

 

Radio advertising is similar to TV advertising in that one can reach a captive audience with a broad and targeted communication. Flight a professionally-scripted and produced commercial on morning or evening drive time and the results can be most pleasing. Radio advertising is often touted as “theatre of the mind” as it has the unique ability of being able to paint a picture in the mind of the listener. The opportunity lies in creating a scenario that people can relate to. It’s all about entertaining without alienating. Produced professionally and aired strategically, a radio commercial can connect with your target audience like few other mediums – especially in a country with such a large and diverse radio-listening population. The trick is to use it correctly. It’s all about knowing what to communicate in a style and tone that talks (or sings) to people. As with TV and cinema advertising, I can see to all your radio advertising requirements, and besides conceptualising the idea behind your commercial, can script it, produce it and organise for its flighting on recommended stations and channels according to a well-thought out and carefully analysed radio media schedule.

 

If you’d like me to contact you about your TV or Radio advertising requirements, please call me on my landline number 087 805 9977 or 083 444 9888. Alternatively, email me on gerard@kavonichone.co.za with “Television or Radio Advertising” in the subject line. I’ll get back to you asap.