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Navigable Slide Index

1. Introduction
2. Overview
3. Level of accountability
4. Measure of impact and effectiveness
5. TV buying
6. TV buying - overview
7. The market
8. Advertising revenue
9. Range of prices for different advertising slots
10. Major commercial television channels
11. Commercial television channels
12. Total number of tv channels
13. Major sales houses
14. Major sales houses size
15. Sales houses: what they sell
16. The process
17. The process - overview
18. Setting objectives
19. Setting objectives: overall campaign objectives
20. Setting objectives: the campaign buying brief
21. Quality parameters
22. Setting objectives: added value
23. Negotiations (1)
24. Negotiations: definitions of value
25. Negotiations (2)
26. A recap
27. Managing the campaign (1)
28. Managing the campaign: laying down the airtime
29. Managing the campaign (2)
30. Managing the campaign: daily adjustments
31. Results and reporting
32. Results and reporting and future action
33. Data and information systems
34. Four key areas
35. Audience research: BARB
36. Advertising revenue: published revenue
37. Audience and revenue data
38. Special analysis systems
39. Booking and scheduling systems
40. Example from DDS
41. What do data and information systems provide
42. Summary (1)
43. Summary (2)
44. Summary (3)

Topics Covered

• Market complexity
• Level of accountability
• Measure of impact and effectiveness
• TV buying
• The market
• The TV buying process
• Setting objectives
• Negotiations
• Managing the campaign
• Results and reporting
• Data and information systems

Links

Series:

• TV Advertising in the UK

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 28, 2009
• Archived on April 7, 2022