TV advertising Media planning and buying

TV advertising is expensive. However, if its expenses are calculated per thousand spectators, it may prove to be cheaper than those of other advertising Media. Is it worth? Calculate it for yourself!

Media planning and buying plays an essential part in the marketing and advertising strategy. Without these, even the most elaborated and talented advertisement will not win your consumers.

Planning and buying of the advertising time on the television grew into a rather complicated process. If previously there were only few nationwide TV companies, today, with the growth of the cable TV companies and channels, it is highly difficult to choose the appropriate one among the masses of them.

When planning and buying Media, it is vital to set specific marketing and advertising tasks. However, some companies hire independent Media buyers for the Media buying, many companies, especially the large ones, include the Media planning and buying into their advertising process. Frequently, the Media planning and buying experts cooperate closely with the creative departments.

Placing advertisements with the TV channels and in the specific TV shows, it is wise to remember about your advertising goals and the target audience you are going to reach.

The task of placing advertisements on the TV is significantly eased by the TV networks. There are networks, which possess stations in different regions of the country; also, there are networks, which develop a partnership with small TV stations that broadcast their programs in the regions. Such centralization allows the advertisers to control the buying process and to cover the target market, both in the whole and in the segments, in the best way.

The prices for the advertisements' placement on the TV depend on the rating of the shows and demographical statistics of the population. It also depends on the airing time and frequency. Certainly, the most expensive TV advertising time is the prime-time. In addition, the number of spectators and high ratings of the shows, aired in the prime-time, is also attractive for the advertisements' placement due to a relatively low loaded level of the advertising information. However, since the decrease of the TV companies income, resulted from the high cost for the TV production, they started to raise prices and the number of ad trailers in the prime time. The amount of the advertising trailers grew to fifteen minutes per hour. Still, if the TV companies do not increase the ad time for the prime time, they increase the quantity of shorter ad trailers. If originally an ad message lasted sixty seconds, it went down to thirty seconds, and today, approximately ten percent of all advertisements contain ten to fifteen seconds trailers. Even if the time of the advertisements block does not increase, the large number of the short ad trailers makes people feel overloaded and it drastically lowers the efficiency of the advertisements that does not comply with the advertisers' expectations.

Nevertheless, the TV advertising is very expensive, when compared expenses spent for thousand spectator of the audience covered, they will prove to be several times cheaper than the ones for the print ads. In fact, the television is the only real Mass Media as to the effect and coverage.

Expenses spent for thousand recipients of the nationwide networks may be lower than those of the cable or regional channels. Conversely, with the strict segmentation of the audience all these expenses are reasonable, since, in this case, the advertising addressed to the target consumers is not paid and the level of the ad raises.

Any kind of the advertising is expensive, especially on the television; that is the reason why it takes thorough planning and calculations before broadcasting it.

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