Startups often dream about “oh when we raise the money we will be able to buy on TV, and that will catalyze performance”
The reason you don’t know any startups who do this – really, no startups, is that it basically doesn’t work.
Spending millions on ads works. Spending little doesn’t. On all media.
And on TV, spending little is less than nothing.
It impresses the mind only and that takes repetition.
Case in point: my Queens book. The NY1 hit last night — 2 minutes, prime time — produced three backers.
My own first email plus Kickstarters help produced 200+.