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Posts in Television Advertising

22
Jun
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Either you love them or you hate them, but one thing that can’t be denied is that consumers definitely remember movie ads. A recent scientific study indicated that consuming concession snacks decreased the effectiveness of advertising. According to the Cologne University study, chewing causes your brain to focus less on what is on the screen. Perhaps this is true, but on-screen recall rates of movie theatre advertising among consumers is still quite impressive. Nielsen compared the recall rate of TV advertising with that of cinema advertising and found that the brand recall, message recall, and likeability of an ad were …

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23
Mar
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In an industry as competitive as marketing and advertising, agencies must continue to find way to get the job done for our clients. That job is not easy particularly when most Americans are exposed to 5,000 marketing messages on average each day and your job as a marketer is to figure out how to get noticed among those 5,000.  It seems even more daunting if you are marketing online where adults say they ignore 82% of the ads they see on their computers, tablets, and smartphone screens. What is a marketer to do? That is one reason marketers must continue to be …

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16
Mar
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Who says you can’t buy time? We media buyers certainly don’t. Buying time is a big component of our business. In media buying it’s known as dayparting. Dayparts are one way to buy radio and TV advertising and its rates are largely determined by who is tuning in and at what times in the day.  In radio, mornings have the largest audience. On television, it's evenings. So naturally, you’ll pay more to advertise during those periods in the day but you’ll reach a larger, broader audience. However, consider the type of product you are promoting when making your buy, other dayparts …

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20
Jan
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Time shifted lately? If you’re anything like nearly 60% of US TV watchers you probably have. Time shifting is the futuristic sounding term for using a DVR to record a program for later viewing, watching a program online, cable/satellite on demand services, or subscription on demand services like Netflix, Hulu Plus, or HBO Now.  Who among us has not faced with the dilemma of having two (or more) programs you like airing at the same time and having to choose? Time shifting technology solves this by providing the flexibility to watch programming at our leisure. It should also change the way advertisers …

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13
Jan
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Added value is that awesome, many times free, media that you have the opportunity to receive with your media buy.  Media vendors don’t always reveal these opportunities, but many of them are available if you are willing to ask and sometimes haggle a little. A good media buyer will enhance your media budget by providing added value to your campaign. But if you’re doing placing on your own, here are some inexpensive added value options to ask for: 1. Sponsorships You’ll see this in radio and TV buys. These are the 5 to 10 second mentions right before or after the weather …

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06
Jan
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It’s happened to all of us... It’s 3 AM and you can’t sleep. You’re channel surfing, but all you find are infomercials. Well, these 30-minute long ads for Pro-Activ, P90X, and ShamWow are a growing and very profitable marketing segment called direct response ads. For most traditional TV ads, for example Coke or Pepsi, the goal is generally not to get you to purchase immediately. Marketers advertise mostly to brand their product, inform you that it exists and is available, so when you finally do get thirsty you think of a Coke or Pepsi. Direct response operates a little differently. They are …

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30
Dec
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Bad news. Your favorite television show has been cancelled. Apparently, its ratings were too low. So what is a rating anyway? And how are they measured? TV is measured in ratings and shares. TV Ratings measure the percentage of people with TVs in your area watching a program. A share, is the percentage of people with TVs turned on watching a show. Sheer magnitude and cost, don’t make measuring the 114 million TV watching households a viable option. Plus, not everyone wants to share what they’re watching so privacy is a concern. Because of this, Nielsen conducts statistic samples of …

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11
Jun
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As the keeper of the marketing budget, it can pay (and save) to consider creative, out-of-the-box strategies to stretch your ad dollars. A media barter is a solution media buying and planning agencies leverage to help their clients maximize their promotions. What Is a Media Barter? The barter system exchanges goods and services instead of money. Many of the top global businesses in the world utilize bartering in their dealings, including 65% of corporations listed on the New York Stock Exchange and nearly one-third of small businesses. Businesses typically refer to bartering as corporate trade. Firms like Active International and Icon International offer …

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28
May
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With cable and TV upfronts wrapping up, marketers are entering into the scatter advertising season. Networks usually hold back 15-35% of their ad inventory for the year to sell outside of the upfronts, usually for a markup. This is called the scatter market. Scatter advertising is sold before or after an upfront period (which is typically second quarter, early spring to early summer). Scatter advertising has come to be synonymous with high-priced, less desirable advertising left over from the upfront.  While there is certainly some truth to this, strategic buys placed with a knowledgeable media buyer can allow advertisers to reach their …

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14
May
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Marketers are often tasked with making a lot happen with a little bit of money.  Media buyers are often enlisted by marketers to review a company’s business goals. From there we help them develop cost effective solutions to reach them. A common strategy we recommend for seasonal businesses is flight advertising. So What is Flight Advertising and Why is it Good Media Strategy? Flight advertising is a strategy media buyers use for  create advertising schedules. It is also a way to allocate the budget for a company's ad purchases. A flight is the block of time when your advertising airs or when it is published. The media strategy behind flight advertising is simple. …

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