Watch for some familiar faces and places on television over the next few weeks with the airing of Tennessee Technological University’s new television commercial.
The commercial, which was shot on campus last fall, began airing in selected markets Feb. 5 and will continue to appear on network and cable television programming in the Nashville, Upper Cumberland and Chattanooga areas through the last week of February.
The process of placing the commercial began with the selection of February as the best time to run the ad for recruiting purposes for Fall 2001.
“February was identified as a good time to run the commercial based on input from TTU’s admissions counselors,” explains the university’s marketing director, Alisa Frazier. “With financial aid and scholarship deadlines falling mid-month, it’s the time when many prospective students will make their final decisions about where to attend college.”
Once the dates for the advertising flight were pinpointed, markets in which the commercial should air were then selected.
Markets were chosen based on their potential to yield additional applicants and enrollees, combined with information from Tennessee Tech’s admissions counselors on where high school visits were set to occur during the pre-selected air dates.
With air dates and locations set, the next area of consideration was during which programs and on what networks to run the spot. Networks and programs were selected according to the Neilsen ratings regarding their popularity with 12- to-17-year olds.
Other factors such as cost and the suitability of a program’s content also played into the decision regarding program choice.
Though the schedule will vary somewhat from market to market due to rules governing insertion of local advertising on certain networks, the commercial is set to air, where available, on the following cable networks: BET, Comedy Central, the Discovery Channel, ESPN, MTV, TBS, TNN, USA and VH-1.
Time was also purchased in specific programs popular with the targeted demographic group on the Nashville-based WB 58 broadcast station.
The commercial, which features seven Tennessee Tech students, originally aired on Nov. 2 during FOX Sports Net South’s coverage of TTU’s home football game with TSU.
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