Rate Cards
When making an advertisement for TV, it is important that the advertising company knows when is best to broadcast the advert. So, they access a wide range of commercial information including 'Rate Cards'. The information that is supplied should enable the company to make the most effective advert and broadcast it on the appropriate channel to an appropriate audience. The time slots for adverts differ greatly in price, as certain slots that are considered 'prime time' viewing will have many more viewers than times such as in the early afternoon or the very late evening. A rate card is a document which contains prices and descriptions for various ad placement options from a media outlet. Rate cards help the retailer understand what types of ad lengths/sizes, discounts and other advertising the media outlet has to offer. When choosing a newspaper or print media, you can use rate cards to compare ad rates based on circulation before you buy advertising space. This would be to target newspapers that have a wider circulation and reach a certain audience that the company is aiming for. An example of a rate card for ITV, covering their 4 channels 1,2,3 and 4.
Advertisers Information Pack
An information pack is issued by the company or organisation commissioning an advert. It provides the advertising professionals with all of the information required to plan the advertising campaign and market it.
It may contain promotional material and associated information about a firm, product or service, circulation data, audience statistics, ratecards, insertion dates, publication dates etc. It is also known as a media pack. If an advertiser has a more extensive knowledge on the media platform the advertisement is to be released on, they can cater it's needs to make it reach a wider audience. If an audience is particularly small, they may seek the platform in which their audience is most likely to consume. For example, if they are trying to advertise to people over 70, they may broadcast on platform that are commonly used by elderly people such as ITV 3, ITV 4 and Classic FM.
Advertising Research Agencies
These are specialised market research companies providing studies and surveys about broadcast media, including television programming, TV ads, TV networks and TV ratings. They are used to inform the advertising professionals about customer responses to the product or service. This information can then be used to target a specific demographic using an established technique. Companies in certain areas include BARB (Broadcasters Audience Research Board, TV), RAJAR (Radio Joint Audience Research, Radio) and the NRS (National Readership Survey, newspapers and magazines). These companies undertake research such as viewing, listening and reading figures and survey people to ask what they think of content provided by certain media outlets. Other advertising research agencies will look in-depth at the performance at similar adverts at certain times during the day, to see how well they did and how much of an audience they reached.
No comments:
Post a Comment