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Printable Handouts
Navigable Slide Index
- Introduction
- The 3 ages of TV
- TV has the highest ROI of all channels
- TV's carryover rates
- TV's efficiency in driving brand reputation
- TV is more flexible than ever
- Regional campaign
- Everything starts with 'who' (1)
- Everything starts with 'who' (2)
- Improving audience conversions
- More advanced targeting
- Brand objectives - 5 basic types of TV plan
- The first three types: burst, pulse, continuity
- You would burst if...
- Launching a new product
- HMV sale
- CKin2U via Coty Prestige
- An example of a burst strategy
- Understanding coverage curves
- Constructing a burst
- Adstock in action
- Maximising cover build
- An example for cover build
- You would pulse if...
- An example for pulse: Walkers 2008
- Comparing adstock
- Setting effective frequency
- Translating the effective frequency to TVRs
- Optimising channel mix
- You run continuously if...
- Academic support for this approach
- The basic principle
- Optimising at once a week
- Beware of diminishing returns
- From continuity to recency
- Main grocery shopping days
- Sales impact of 'recency of exposure'
- An example: the national lottery
- Specific environment planning
- Creative enhancement - an example
- Planned and constructed bursts of activity
- Direct response planning
- OMD Storm
- Measuring linear response is no longer enough
- Halo effects must be counted
- The third age of television
- Examples for multi-platform age
- Implications for planning
- 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
Talk Citation
Williams, S. (2009, May 31). How to plan TV campaigns [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 10, 2024, from https://doi.org/10.69645/XXOY1326.Export Citation (RIS)