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Navigable Slide Index

1. Introduction
2. The 3 ages of TV
3. TV has the highest ROI of all channels
4. TV's carryover rates
5. TV's efficiency in driving brand reputation
6. TV is more flexible than ever
7. Regional campaign
8. Everything starts with 'who' (1)
9. Everything starts with 'who' (2)
10. Improving audience conversions
11. More advanced targeting
12. Brand objectives - 5 basic types of TV plan
13. The first three types: burst, pulse, continuity
14. You would burst if...
15. Launching a new product
16. HMV sale
17. CKin2U via Coty Prestige
18. An example of a burst strategy
19. Understanding coverage curves
20. Constructing a burst
21. Adstock in action
22. Maximising cover build
23. An example for cover build
24. You would pulse if...
25. An example for pulse: Walkers 2008
26. Comparing adstock
27. Setting effective frequency
28. Translating the effective frequency to TVRs
29. Optimising channel mix
30. You run continuously if...
31. Academic support for this approach
32. The basic principle
33. Optimising at once a week
34. Beware of diminishing returns
35. From continuity to recency
36. Main grocery shopping days
37. Sales impact of 'recency of exposure'
38. An example: the national lottery
39. Specific environment planning
40. Creative enhancement - an example
41. Planned and constructed bursts of activity
42. Direct response planning
43. OMD Storm
44. Measuring linear response is no longer enough
45. Halo effects must be counted
46. The third age of television
47. Examples for multi-platform age
48. Implications for planning
49. Final thought

Topics Covered

• Introduction and market context
• Exploring the 5 types of TV plans
• Burst
• Pulse
• Drip and continuity
• Specific environment
• Direct response
• Implications for planning in the third age

Links

Series:

• TV Advertising in the UK

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 31, 2009
• Archived on April 7, 2022