Local TV news is the most advertised product category on television. Yet much of it is filled with clichéd video with cluttered messages that results in a “sea of sameness,” according to a presentation by Graeme Newell, president of 602 Communications. Newell, along with 602 Communications marketing trainer Greg Derkowski, presented a session at the […]
Local TV news is the most advertised product category on television. Yet much of it is filled with clichéd video with cluttered messages that results in a “sea of sameness,” according to a presentation by Graeme Newell, president of 602 Communications.
Newell, along with 602 Communications marketing trainer Greg Derkowski, presented a session at the PromaxBDA Station Summit on Wednesday morning titled, “Breakthrough Local Marketing: What’s Working, What’s Not—And Why.”
It’s the question that everybody wants answered, not just the marketers but news directors and general managers as well.
When you think of all the local TV news promotion that’s created and aired around the country, there’s not much science to calculate how effective it all is.
This presentation reminded me of a Promax session years ago which researcher Doug Clemensen gave, “The Lessons of Madison Avenue, What Television Marketers Can Learn From 50 Years of Advertising Research.”
There is a science to making effective advertising, and Newell says they sifted through thousands of Madison Avenue television commercials and local TV news promos to find out what resonated with viewers when it comes to local TV news marketing.
A roomful of local TV marketing execs sat transfixed while Newell and Derkowski showed dozens of local TV news promo examples from around the country that demonstrated winning practices.
Newell, a popular PromaxBDA presenter every year, does not disappoint in his presentations and offers concrete evidence that every local TV station manager can start using today to make their news product better and its promotions effective.
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