Step by Step Guide for TV Advetising

1. Bada Socho. TV Socho Step by Step Guide for TV Advertising Step-1 Set the tone and get ready Define Advertising Goal: Be it customer acquisition or market penetration, defining an advertising goal helps to set the overall tone of your campaigns The most commonly utilized advertising goals are: Driving product/ brand awareness Demand Generation Standing out from the competition Creating brand equity Simple Checklist for Advertising What is the campaign objective? What budget should I allocate for this campaign? What is the compelling message in my commercial How can I communicate this message? Who is the target customer? (Gender, City, Age) Step-2 Media Planning and Buying Selecting the right media Once you are clear about your advertising goals, you need to focus on choosing the right media that your audience consumes. As of today, there are more than 1700 TV channels in India. It is difficult to choose the right set of channels and ad spots within a specific budget. If you are not equipped with enough information to decide, you can get help from media agencies in your city. They can plan, buy and schedule your campaign, and measure your campaign’s success within defined parameters. However, this entire process gets automated with Amagi MIX. Hopefully, by this time you are aware of your campaign objectives and target audience details. The next phase is to choose the right channel-mix for your defined campaign duration and budget. Things to consider while selecting TV Channels Channel viewership details Cost per 10 second TV ad spot Choosing the right channel mix Channel Playout schedule Campaign Duration Maximum ad duration A sample channel-mix for Urban Male 30+ audiences for a budget of 1 Lakh may look like this: With a campaign duration of 7 days and budget of 1 Lakh, the number of estimated impressions for the channel mix mentioned below is 1.9 Lakhs. Channel Times Now Zee news Zoom Total ad spots 100 168 84 Avg spots/day 10 24 12 Create a TV Commercial Create a TV Commercial with compelling message that resonates with your target audience. You should also consider the following elements while producing the advertisement: Tell them who you are – The name of your business should be very clear Give them an offer or reason to visit your business Let them know how to find information about your business (Give them your website address; in fact, highlight your website URL throughout the entire commercial.) If your business is about getting on-foot traffic, tell them where you’re located. Your TV Commercial should conform to ASCI standards. View the list of ASCI terms here. Prepare and Finalize the TV playout schedule Your playout schedule charts out the overall ad-spot schedule spanning across the campaign duration. TV playout schedule is pretty straightforward if you directly purchase the ad spots on popular shows like Friends on Romedy Now. However, it is an expensive proposition depending on the shows’ ratings. But with tools like Amagi MIX, your ad spot schedule may evenly spread across different time slots, including primetime and non-primetime slots. For Romedy Now, a regular ad playout schedule is spread across four different time slots - Morning (0900-1200), Afternoon (1200-1600), Evening (1600-1800) and Night (1800-2400). Your ad is equally distributed across these slots. A sample playout schedule for the TV channel Romedy Now would look like this: Kickstart the campaign Once you are satisfied with your playout schedule, you can purchase the ad spots either through media agency or the broadcaster and kickstart the campaign. With Amagi MIX, you can directly plan and buy these ad spots, schedule, monitor and measure your campaign yourself using an online user interface. Step-3 Monitor and Measure Monitor your campaign on a continuous basis to check if your ad is aired according to the playout schedule. Post the campaign’s execution, measure your campaign success using the below metrics Reach and Frequency - Reach is the number of different people who have been exposed to an advertising message at least once. Frequency is the number of times thay are exposed to that message. GRP or Gross rating point is calculated as a percent of the target market reached multiplied by the exposure frequency. For ex. if you advertise to 30% of the target market and give them 4 exposures, you would have 120 GRP. www.amagimix.com Copyright © 2016 Amagi MIX