Should Charities Be Advertising On TV?
The cost of advertising on TV can be broken down to two parts:
The cost of the airtime The cost of the advert (paid to an advertising agency)
Charities have to pay for things in the same way as other businesses, although sometimes get special dispensation and discounts.
However, the costs of advertising on TV are always high, bearing in mind that charities get their income from donations, this means that donations go to private advertising agencies and TV businesses. Is this really value for money, do the end users of the chairy benefit?
The argument is that marketing and advertising are needed in order to raise awareness, otherwise no donations would be generated for the cause. A fair point, but there may be other more cost effective ways to generate awareness?
Many charities use PPC advertising as a way of generating awareness – fees paid to search engines (like Google) and PPC agencies (private companies) for managing the PPC campaign.
How much (in a percentage) of charitable income goes on marketing (banners, paid internet advertising, websites, promotional gifts, telemarketing, TV advertising etc.)? Quite a lot surely.