TV Advertising                 

                          

        
        
       

<sup>Who would have realized that an event that occurred for a mere 20 seconds at precisely 2:29 pm on July 1, 1941 would ultimately have had such a profound effect on commerce throughout the world? For it was at that time that the first American television commercial was broadcast in New York City.  The use of the word broadcast might be a little grandiose in that one wonders just how many televisions actually existed in New York in 1941. For the record, for the full 20 seconds a Bulova watch was affixed to a cardboard map of the U.S., while the live voice over intoned the company slogan, “America runs on Bulova time!” Although, as you might imagine,  the viewership was miniscule, the ad only cost Bulova  $9.


It would take a World War and another 10 years before most people began to realize that maybe those Madison Avenue boys had something there.</sup>

 
^{During the rest of the 20th century, vast fortunes were made as  television advertising became a cultural phenomenon. Strangely, while merchandise flew off the shelves because of TV commercials, it has always been fashionable for individuals to deny the effects television had over them personally. We don’t know whether the story is apocryphal, but one New York cabbie is alleged to have stated in no uncertain terms that television had no effect on him, but in the next breath (when asked) revealed that he used Gleem toothpaste because, as a taxi driver, he couldn’t brush after every meal. (Gleem’s sales claim –“Gleem is for people who can’t brush after every meal” -  was made over and over again in its TV commercials, even though there was nothing to support the claim in the formulation of the product).}
  
 

^{And TV advertisements have sold more than just toothpaste. They have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns.}


In fact, the effect of television advertisements upon the viewing public has been so successful and so pervasive that it is considered impossible for a politician to wage a successful election campaign, in the United States, without the use of television advertising. 


The TV advertisement is generally considered the most effective mass-market advertising format in the U.S.

^{From what source did you first hear the following?}

              1. "Winston tastes good like a cigarette should.”

              2. "Where's the Beef?"

              3. "I've fallen and I can't get up!"

              4. Tony the Tiger roaring that Kellog’s Frosted Flakes tastes “GREAT!”

              5. The sound of the Energizer Bunny pounding his drum?

              6. “I’m not going to try it, let’s get Mikey.”

Except for fiction and occasional news coverage, however, due to prohibitions on attorney advertising of any kind, lawyers were never found on TV. In 1976, in the seminal case of BATES v. STATE BAR OF ARIZONA, the U.S. Supreme Court decided that such prohibitions denied the right of free commercial speech to attorneys, and that the public would benefit from increased knowledge of the availability of legal services.

Bates was not a case about TV advertising, but the decision was applied to all forms of commercial speech (except for personal solicitation). Attorneys were so steeped in their abhorrence of advertising, however, that it took almost another decade before the (usually personal injury) attorney commercial became the television staple that it is today.

 

Although some States have placed a few restrictions on attorney advertising in recent years, even in these more conservative times, it appears that the legal commercial is here to stay. Criticism (and even some derisive humor) still plagues attorney advertising, however - and most of that is because all too many TV commercials aired are in poor taste. (Please notice that we are quite happy to leave the definition of “in poor taste” to others).

 

We do feel, however, that at least part of the issue of “poor taste” is created by the law firm’s inability to establish a unique identity for itself in a crowded field. As a result, taking a tip from local auto dealers, many attorney/advertisers have taken the embarrassing  path of boardwalk hucksters. They try to out-shout the competition.

 

We believe we can offer an instant solution to the tasteless TV commercial. With a telephone ‘number’ like 1-800-24/7-LEGAL, you don’t have to shout. The power is already built into the telephone ‘number.’ 1-800-24/7-LEGAL is the quiet dignified approach to attorney advertising. It’s the combination memorable telephone ‘number’ and unique market identity that no one can forget. Marketers call this a unique selling proposition (USP).   

 
        Call 1-800-24/7-LEGAL^sm. If you reach us (as opposed to one of our licensees), the ‘number’ is still available from
        your area code. And you’ll be amazed how inexpensive it is to become a 24/7-LEGAL^smlicensee.

        

E-mail  
Also see our client website at 1-800-247-LEGAL.com


   
   

                               What you get as a 1-800-24/7-LEGAL^SM licensee:

 

                     •The exclusive use of our dignified TV ads in your market area   

                     • The  exclusive use of 1-800-24/7-LEGAL in your market area

                     • Electronic switching of calls from 1-800-24/7-LEGAL to your line

                     • 24/7 after-hours telephone coverage

                     • A reason for clients to call you rather than a competitor:

                                       •Our Unique Selling Proposition: The 24/7 law firm

                     • Vast increase in response to your ads because clients will

                                      remember your 1-800-24/7-LEGAL telephone number

                     • Your option to continue using 1-800-24/7-LEGAL ‘forever’ at no

                                      increase in licensing fee

                     • Increased word of mouth referrals because clients won’t forget

                                      your easy-to-remember telephone number

                     • The exclusive use of our logos, service marks, slogans and

                                      trade dress in your market area

                     • Prestige of being part of a national system

                     • Incredible low price / Incredible value

                     • Reduced dependence on overpriced methods of advertising

                     • All calls from your market area are yours/ There are no referral

                                     fees

                     • 1-800-24/7-LEGAL also means 1-800-24/7-LEGAL in Spanish!