If you are a small business: 

Let's assume that your local ads brought fantastic results, and you are ready to expand to new territories.  Where do you go from here? 
 

• Your Cable-TV company probably has many other areas available, across the region or across the country;

• There are ad agencies that can simulcast your commercials in many cable systems.  Once you cover 4-5 territories, it becomes more cost-effective if we work with an ad agency that can get volume discounts.  This shouldn't cost you extra.

• If you need to cover a solid metropolitan area entirely, you can go over the air with the big network afiliates.  Just be aware that the networks aim at a less educated audience in general, compared to the best basic cable channels.  If your business targets an upper scale audience, what you gain in quantity may be lost in quality.  If your target audience includes lower incomes, that's definitely the way to go. 

• For large scale ad campaigns there are many options between "regional", "state", and "national" distribution.  Once you have that kind of funding, it's up to you to choose between cable channels, big networks, or satellite dishes. 

Let's suppose that you are already running a major ad campaign, and you want to enhance its results.  What can local Cable-TV do for you? 

Very inexpensive market research in a few local markets !!!

• You can TEST the actual response generated by your TV commercials, BEFORE spending real money on a widespread advertising campaign.  

• You can fine-tune your messages fast, until you get great results.  

• You can gain powerful, low-cost access to ethnic groups.  

• You can extrapolate local results to simulate national exposure. This is more efficient than a hundred brainstorming sessions, or several months of "committee" meetings!  

• After your test, you may even decide to promote a good neighbor image at all your locations, by customizing your ad for each Cable-TV zone. Viewers are more receptive to values available in their immediate area.  

You don't believe Hollywood? Fine! Then you can learn from the U.S. Air Force. They gave up "Carpet Bombing" just after the Vietnam war... Now they use "Smart Weapons" - because PINPOINT TARGETING proved a lot more efficient at a fraction of the cost... while minimizing the risks for their pilots. 

YOU DON'T NEED TO TAKE A MAJOR RISK
WITH EVERY NEW MARKETING CAMPAIGN!