Creating Success | The Resilience & Effectiveness of TV

Client: A Smaller Law Firm

Mark Twain’s Famous Quip and a Modern Advertising Comparison

During a speaking trip to London in May 1897, Mark Twain discovered that the New York Herald had published an article about his supposed failing health and death. The Herald described Twain as “grievously ill and possibly dying” (Source: mediamythalert.com). Upon hearing of the report, Twain famously quipped, “The news of my death has been greatly exaggerated.”

Fast forward to today, and TV advertising might feel a bit like Twain—rumored to be on its deathbed. Amidst the meteoric rise of digital advertising, some might speculate that traditional TV advertising is “grievously ill and possibly dying.” But is it?

According to Jack Myers’ recent analysis through The Myers Report on MediaVillage, television advertising remains a resilient and effective medium despite challenges posed by digital transformations. Myers emphasizes that TV continues to excel in building brand awareness and fostering consumer trust, even as advertisers increasingly integrate multi-platform strategies.

Myers also points out that the synergy between traditional TV and digital platforms creates opportunities for advertisers to amplify their reach and target audiences more effectively. The adaptability of TV advertising, combined with its unmatched storytelling capabilities, positions it as a vital component of comprehensive marketing strategies​.

The Power of Consumer Insights

While television ratings and digital analytics excel at tracking what buyers do, they fall short of uncovering what buyers think. That’s where Marshall Marketing’s consumer data shines. By capturing top-of-mind awareness, brand image perceptions, and shopping behavior, Marshall Marketing delivers actionable insights into the consumer mindset—offering a dimension of understanding that complements the hard numbers provided by traditional and digital media metrics.

Three years ago, a small attorney in a Marshall Marketing station in the Northeast chose to leverage television to promote his practice and increase visibility. Despite the presence of several well-known, large law firms in the area, this newcomer wasn’t deterred. He embraced television advertising.

After collaborating with the station’s account executive to initiate a campaign, Marshall Marketing was employed to monitor awareness. Now, let’s examine the overall awareness of attorneys in the market:

This smaller firm knew that he would never compete market wide against his competitors. However, he was convinced he could carve out a strong business in his own backyard. After 3 years, below are the results among respondents in his trading area: