An example of a media plan for an advertising campaign. Features of planning single-channel advertising campaigns on television What is the "threshold of return"

The main task of a video on television is to convince the target audience of the naturalness, environmental friendliness and usefulness of the product. To accomplish this task, the video will use a natural color scheme and background: a garden with fruit trees shimmering in the sun, a light blue sky. The video is planned to be 15 seconds long, running according to the following scenario:

1-4 p. - shows a panorama of a huge garden with people working there in red T-shirts and caps, a view from afar.

5-8 s. - gradual zooming in of the camera until the focus of the camera stops on one of the fruits, which is being filmed by a girl in a red T-shirt.

9-10 s. - The focus of the camera stops on this fruit, which turns out to be a package of directly squeezed apple juice "Bottom Gardens".

11-15 s. - boxes of juice, torn from branches, are collected in a basket. Gradually the picture gets blurred and the packaging of Sady Pridonya juice and the slogan "Quality at first hand!"

During all this time, the voice of the girl behind the scenes pronounces the following text: "Sady Pridonya" themselves have grown for you the best varieties of apples, collected them and squeezed the juice, which came to you. A box just removed from a branch. "Sady Pridonya" - first-hand quality! "

Evaluating the effectiveness of an advertising campaign

The main goal of the advertising campaign is commercial - to increase sales of Sady Pridonya juice products in St. Petersburg by 15% in 2012 compared to 2011. Evaluation of effectiveness is a stage that will allow you to find out whether the campaign has achieved its intended goals, whether money has been wasted on its implementation.

Evaluation of the economic efficiency of an advertising campaign is a comparison of the pre-existing sales volume with that observed after its implementation. In practice, this is carried out quite simply - counting the products shipped from the warehouse and distributed among retail outlets.

It would also be advisable to calculate the effectiveness of the campaign using the ROI - Return on Investment. This calculation considers advertising as an investment and calculates their ROI, in other words, their ROI. It is also relevant where you need to calculate the effectiveness of the planned campaign.

Variables already known:

The target audience. Considering the main media used in this campaign - the TV channel Russia, we can assume that the target audience in St. Petersburg will be approximately 3,000,000. Given the communication interference, the message will receive 2,000,000.

We do not know how many people who have watched the video, who have seen outdoor advertisements or advertisements in the metro, will purchase the goods of the Sady Pridonya trademark. Therefore, it is advisable to calculate how many new customers an organization needs to acquire in order to consider a campaign a success.

1. Let's calculate the cost of one contact:

Campaign costs / target audience

5.025.100 / 3.000.000 = 1,68

Campaign costs / number of ad recipients

5.025.100 / 2.000.000 = 2,50

3. Let's calculate the income from the advertising campaign. Since the campaign is still being designed, we can only make an assumption about how many message recipients will purchase SP products and find out if this number is sufficient to consider the campaign successful.

500.000 x 45 = 27.500.000

4. Calculate the ROI (campaign income - campaign costs) / company budget x 100

(27.500.000-5.025.100) /917.000.000 x 100 = 2.45 = 245%

Based on the results of the calculations, it can be concluded that with the acquisition of "JV" 500,000 new consumers, the advertising campaign can be considered quite successful.

Chapter II Conclusions

1. Identification of the properties of the product and juice products in general, analysis of the properties of Sady Pridonya juices, a SWOT analysis was carried out. He showed that the "SP" has a huge number of strengths, which just need to be used correctly. The main threat is the presence of strong competitors, but they do not have directly squeezed juice in this price category.

2. A review of the structure of the market for juice products. This review showed that juices can be roughly divided into three groups according to price. It also turned out that the "joint venture" is included in 2% of companies that produce directly squeezed juice. Considering the price category in which this product is presented, JVs have unrivaled competitive advantages.

3. Positioning helped to select the necessary advertising media. The campaign used the following: outdoor advertising (30 pillars and 10 billboards), metro advertising (5 4x2 billboards at the busiest stations), television advertising (a 15-second ad, aired 4 times a day for two months).

6. A 15-second TV video script was developed to help build brand awareness.

7. The ROI coefficient was calculated, which considers an advertising campaign as an investment, evaluating its profitability. Calculations have shown that if we take into account that if the "JV" has at least 500,000 new buyers, then the campaign can be considered quite successful.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

TV advertising

Let's start with TV ads. Television has long become an integral part of the life of a modern person, in fact, like advertising, an integral part of television. We, consumers, are so used to endless commercials that most of us are just too lazy to look for a remote control to "switch ads". And we watch. And even if we deliberately do not try to remember the advertised product, the advertisement will not pass by the subconscious, and at the right time, standing, for example, in a store, and choosing what to buy, this or that, the subconscious will prompt us the right decision: "of course" this, after all, it was "this" I saw yesterday / week ago on TV, and that means, for sure, this is a good product. " Another thing is that in order to form a positive image in the subconscious, you need to try - bright colors, cheerful pleasant music, smiling faces expressing boundless happiness from the opportunity to use the advertised product.

TV advertising, due to the ability to combine visual effect with auditory (the ability to hear and see), is the most effective among all advertising strategies. However, there is one "but" - the cost of advertising. Not every company can afford to order a TV commercial. But even if there is such an opportunity, it is better not to forget about other advertising methods in order to "consolidate the effect", as well as "cover the unreached" - that part of your potential customers who, for some reason, do not like or cannot watch TV.

Radio advertising

According to statistics, about 80% of the population of our country listen to the radio. And most of them are motorists, that is, people who can afford to buy something necessary or not needed under the influence of an impulse, emotions (the presence of a car indicates that the wealth of its owner is not below average), for which, in fact , and advertisements are directed.

In addition, most of those who listen to the radio prefer one or two, maximum three stations, and there is a high probability that a commercial constantly playing on a certain station will soon become "familiar and loved." It should be noted that motorists rarely switch radio stations, as they are forced to follow the road. And the hand is more likely to reach out to switch the buttons on the radio if an unloved song is played, than if an advertisement has started. Therefore, advertisements on the radio are listened to more often, and, no less importantly, they are more friendly to them than to the same television advertisements that interrupt your favorite TV series or football matches. Of course, it is worth taking care that radio advertising caused only joyful, positive emotions, then this attitude will be transferred to the advertised product.

And the last thing worth saying is that the choice of the method of broadcasting your commercial- this is only the first step towards your goal. And a small step. You also need to take care to determine your potential audience and choose the most optimal time for advertising. For example, an advertisement for an ointment for rheumatism should attract older people, which means that the best time for a TV commercial will be either early in the morning or during TV shows. As for the radio, you should pay attention to the Retro FM radio station.

Placement on popular radio stations;
: creeping line, commercials, TV ads;
: radio clips, video clips.

Course work

on the topic: "Features of planning single-channel advertising campaigns on television"

Introduction

1 Development history, product characteristics and brand position on the market

2 Situational analysis

3 Creative strategy

4 Media accounts

Conclusion

Bibliography

Introduction

The work is relevant, because right now, with the development of high technologies, it is becoming easier to control the subconscious of society using all kinds of technologies, including on television. It is also impossible to talk about the phenomenon of "TV advertising" in isolation from another phenomenon that largely determined the development of the second half of the last century and continues to create history and myths, politics and economics already in the new millennium - television. Television has become one of the most important communication channels in the entire history of mankind.

With the help of television, the world's population receives information about the latest news, weather, empathizes with the heroes of television series and various shows, travels to different countries without leaving the couch. The state uses television to influence public opinion on the most important issues of the country's life, for the purpose of enlightening and shaping a certain image of a citizen. Commercial organizations were also quick to appreciate the opportunities presented by the new channel of information, and then television screens around the world flooded with various types of explicit and hidden advertising. In turn, the segment of television advertising has taken a leading place in the structure of the marketing communications market and has become a real locomotive for the development of the advertising market around the world, and with the arrival of commercial television in Russia and in our country.

The need arose for a more thorough, scientific approach to planning a television advertising campaign. Indeed, in the planning process, not only the channels used are determined, but the timeline of the advertising campaign is also "emerging". This allows you to immediately proceed directly to the promotion of a product or service. Thus, today it is difficult to overestimate the relevance of a detailed study of the basics of planning advertising campaigns on television.

The subject of the research is the methods of promotion using television advertising.

The object of the research is the Arsenalnoye brand.

The purpose of the course work is to explore a methodology for planning a one-channel advertising campaign on television.

Coursework objectives:

¾ Describe television as an advertising medium.

¾ Reveal the peculiarities of planning an advertising campaign on television.

¾ Analyze the advertising campaigns of the Arsenalnoye brand, which included television advertising, make suggestions that help to improve the brand's image.

The informative base of the study is the works of domestic and foreign marketers, as well as Internet resources.

Research, the authors of which focus on the practice of advertising and television advertising in our country. These include the book edited by V.P. Kolomiets "TV advertising business", the team of authors of which considered a number of aspects of the formation and development of television and the domestic television advertising market.

Television is a very effective, but at the same time, the most expensive means of distributing advertising. TV commercials are highly memorable. Aired on television a large number of times, it firmly implants into the minds and unconscious of TV viewers what the advertiser needs.

Television advertising is a way to promote goods, services and various messages by placing them in the broadcasting network. Television advertising (TV) is a relatively new but very effective way of influencing the consumer.

The most important advantage of TV advertising (advertising on TV) is the ability to demonstrate a moving image, show the advertised object in action, as well as the process of preparing a product. Nowadays, renting commercials on television is the most effective way of advertising. TV advertising allows simultaneously reaching a wide audience and is firmly connected with the concept of rating, since when choosing a TV channel, an advertiser first of all pays attention to how many viewers will see or hear his appeal. Another advantage of advertising on TV is its ability to unfold the action in space and time, to show the use of the advertised object in different countries, in different industries, to produce newsreels, to transfer the viewer to hard-to-reach places: under water, in a mine, in the Himalayas.

It is very important that the spectacle shown to the consumer by your advertisement has the character of a document, which means that it has a very serious persuasive power. TV ads have the ability to show things that can never be seen from the outside of the product. For example, machine units that are inaccessible to direct observation due to their diminutiveness or speed of movement.

However, its main advantage is its high emotional persuasiveness. In just a few seconds, it evokes a stable and completely definite attitude towards the product in the consumer.

Television gives life to advertising like no other medium. Through imagination, sound and movement, your ad comes to life in front of millions of future buyers. They see the product, they see it in use, and they hear about it, all at the same time.

Of course, TV advertising has its drawbacks. With programming competing on mainstream television channels, there is no real certainty about how many people will be sitting in front of the televisions when advertisements are broadcast. The total cost of advertising on television is enormous, although the cost per person that the advertisement reaches is relatively small. (13.49)

Television advertisements can be broadcast nationwide on mainstream channels or local stations, depending on the goals of the company as well as the budget. Advertising itself causes the buyer to either indirectly or directly and indirectly. If a consumer is stimulated by a TV ad, he will call the advertising firm if it is a local firm, or send a letter if it is about nationwide advertising. More often, however, television advertising aims to create an image of a particular brand in the minds of consumers.

Timing is an important factor in the effectiveness of TV advertising. The best times are the early evening hours, which attract the largest mixed audience and therefore are more expensive. Although daytime television programs are targeted almost exclusively to women and children, they are used effectively to advertise a wide range of products. Women and children affect the spending of a large part of the family's budget. Each commercial television channel should appeal to the audience most likely to watch the program at that time.

The television audience is an attentive audience. There has been a lot of talk for and against commercial television, but the average TV viewer perceives it as a "payment for entertainment" and whether he wants it or not, advertising affects him. Every company that organizes a successful program achieves a significant increase in sales.

Despite all the advantages, TV advertising also has a number of serious limitations, including: high production and rental costs; TV commercials cannot be stopped, scrolled back and watched again; during commercial breaks, several commercials are usually rolled, and if the first advertisement in the ad unit did not interest the viewer, he will be easily distracted, and therefore, for the rest of the commercials, this viewer is lost; remote controls allow the viewer, without getting up from the chair, to switch to another channel with the onset of the commercial break; terrestrial and cable TV channels are unacceptable for advertising complex science-intensive products, technologies and consumer goods that require a lengthy presentation of the essence and advantages.

The basis of any advertising video and film is a good script, written by a professional screenwriter in close cooperation and under the guidance of an advertising specialist who finds motives for use in advertising, develops the idea of the plot, highlights the points that need to be accentuated.

Television belongs to electronic media and is one of the most popular media in our country. Advertising on television has a relatively short history of existence, like all television in general. Advertising on television refers to broadcast media, while broadcast is used to convey information that is almost instantly perceived by the viewer. Radio also belongs to terrestrial media, but if the transmission of information on television includes movement, image, sound and color, then radio is forced to focus only on sound. Therefore, the impact of TV advertising on the consumer is much stronger than radio advertising, due to the complex impact on visual and auditory analyzers. This is the main distinguishing feature of TV advertising in comparison with radio advertising and other types of advertising in the media. Thus, television advertising has the advantage that a potential audience can not only hear, but also see the advertised product, and, therefore, remember the advertised image of the product or service. The repetition of this image in conjunction with the melody and slogan makes advertising a highly effective means in the struggle for the consumer.

It is believed that the numerous viewers of Russian national television are families with an average income and education no higher than secondary vocational education. This is explained by the fact that most TV programs are designed specifically for this group, because people with a higher income and level of education have broader interests and more opportunities for pastime, however, this is the average data for the television audience as a whole, depending on the region, they can vary.

The TV audience is massive, but it can have big differences depending on the time of day, days of the week and the nature of the TV program, which gives the advertiser the opportunity to submit his advertisement at a time when the intended audience is at the screens. The advertiser can be geographically selective when entering local and regional markets. TV makes the presentation of information immediate, other media cannot compare with it, and the product is shown from all angles. Numerous facets of TV advertising - sound, picture, character movements, color. And in recent years, the ability to use computer graphics and expensive decorations have given the creator of advertising space for imagination. By using this type of advertising, many companies increase the prestige and reputation of their company by sponsoring various theatrical performances, video production, sports shows and other cultural events. Television advertising has a dominant role in the media complex.

The undoubted advantage of TV broadcasting is the massive reach and low cost of contact, while it is imperative to take into account the audience for which the advertisement is designed, otherwise the funds spent on creating a TV commercial may be wasted just because potential consumers live in a different region and not interested in this product or service. (8, 36)

At the same time, there are methods that allow you to convey information to a specific consumer (targeting). Advertising allows you to promote new products on the market, promote brands or enhance the company's image.

Modern videos are increasingly being made taking into account the psychological characteristics of the target audience, which allows them to be firmly embedded in the memory of viewers in a very short time. The rental of airtime for advertising brings most of the channels the highest income. Therefore, television advertising remains the most expensive way to promote products, which still makes it virtually inaccessible for small and medium-sized businesses.

The target audience is the viewers to whom the advertising message is addressed. Its study is necessary, because before "selling" an advertising message, you should decide on the buyer. Some agencies make up a whole image of the future consumer: they determine his age, social status, living conditions, etc. Subsequently, the video is made with a focus on the people of this group. Its distribution on a TV channel brings more tangible results than some kind of universal appeal to all at once. Different people have different needs. Someone already has an idea of the product and needs to be offered fashionable novelties. Someone has never used this product, then it is best to start with the classics. Moreover, in a mass message, the advertiser speaks about the generally accepted properties of the product - good quality, ease of use, etc., without offering fundamentally new solutions. When addressing a select group, he prioritizes exactly the information they want to hear. Among the main parameters by which the audience is characterized, one can single out gender, age, social status, income level, marital status, social environment, and the nature of the profession.

Media planning is the process of optimizing advertising messages. That is, when drawing up a media plan, the TV channel offers the advertiser such conditions under which advertising can achieve its goals with minimal costs. A media plan is a document that reflects the release time, frequency and duration of videos. For proper media planning, a detailed study of the target audience and the situation in the advertising market is necessary. Consequently, the TV channel or advertiser must have data from viewer monitoring and analysis of the competitive environment. It is practically impossible to form a high-quality media plan without information about viewers' preferences. If the advertiser does not have competitor monitoring data, he will not be able to determine the purpose of the advertising campaign and its main directions. Compiling a media plan requires specialized professional knowledge and experience in this area. Since advertising becomes effective not only when it is produced at a high level, but also released at the right time, a precisely calculated number of times. (1, 11)

One of the main advantages of TV advertising is its complex impact on the viewer. TV commercials simultaneously include image, sound and color. Currently, the majority of videos are based on the plot, which makes them even more interesting, informative and memorable. The psychology of the consumer is arranged in such a way that if he is often reminded of the merits of a particular product, he will subconsciously begin to think that the advertised product is really better than its little-known counterparts. Therefore, TV advertising is a great way to promote products that are just appearing on the market. Another advantage is the massive impact. A single placement of a video is enough for thousands of consumers to pay attention to the product. In addition, it can be demonstrated by showing the application and allowing the viewer to further highlight it in a group of similar products. Television allows you to choose your audience. That is, it is most profitable for a cosmetics manufacturer to place their advertisements in programs for women. And advertisements for auto equipment and construction tools will have a greater effect on political talk shows aimed primarily at men.

Thus, if the advertiser has not calculated the target audience, the advertising will not bring the expected effect. The brevity of the advertising message does not make it possible to fully tell the consumer about the product in detail and present the entire range. More and more often it happens that videos of competing manufacturers of the same product appear in the same ad unit. That is, the consumer runs the risk of simply confusing them. In addition, during the display of commercials, most of the audience switches the channel, so the main part of the ad unit remains unseen.

Fixed placement

This is the model that is most common on domestic television today. In this case, the advertiser buys advertising time from the television channel, which acts as a commodity traded by the television channel. For example, an advertiser wants to buy 5 minutes for a 15 second commercial. The channel must place twenty outputs of the given commercial. The exit time is most often fixed by the advertiser. At the same time, the advertiser, relying on his own experience and intuition, determines when and in what program his advertisement should appear, and jealously monitors that his conditions are met.

The main advantage of such advertising placement is the simplicity and transparency of the entire technological chain. In this case, the advertiser assumes all the successes and failures of the placement. The function of the channel is reduced to the usual sale of time and the guarantee that the advertising spot will be released at a certain, clearly fixed time.

An example of a media plan developed by Mosoblreklama specialists: create a file in Power Point and attach separate calculations for each advertising channel to it in a letter. In the media plan, we reflect the overall numbers and coverage.

The effectiveness of the advertising campaign depends on the correctness of the media plan. The media plan includes:

selection of advertising media, for example, outdoor advertising objects, banners, billboards, etc.; publications in the press, articles on the Internet, creating your own sites, releasing commercials on television, audio advertisements on radio, etc.;
selection of the most successful places and times for displaying advertising materials for each specific organization;
forms of information submission;
budget that can be spent on an advertising campaign

First, it is necessary to draw up a clear structure of the media plan. This will be a list of all advertising carriers, a schedule for placing videos, articles, airing ads, installing outdoor advertising objects. Then you need to describe in detail each of the stages so as not to lose sight of important details.

Adjustment of the finished media plan

An approximate media plan must be adjusted taking into account specific organizations, regions, the type of advertised goods, the goals that need to be achieved during the course of the advertising campaign, the budget allocated for this procedure.

Media planning should answer the following questions:

how many people are planned to be reached during the promotion;
In which editions the advertising materials will be placed;
In what period of time the launch of advertising will give the greatest effect (for example, when selling soft drinks, you need to launch advertising before the hot season);
How long will the advertisement be valid, with what frequency it will be repeated;
How advertising media will intersect with each other, with what order they will be released;
In which areas the advertisement should be displayed;
How much you plan to spend on each type of advertising.

A media plan is a complete document that defines all stages of an advertising campaign.

An example of preparing a media plan

Suppose you want to conduct a complex advertising campaign, attracting funds from both outdoor advertising and your own PR-service. Let's consider an example of a media plan supporting publications in the press during the period of placing the main advertising message on the billboards:

When choosing a publication, one should take into account that the larger the audience, the higher the coverage. It is best to choose specialized magazines and newspapers that are relevant to your business. Which journalists will agree to cover, in fact, an advertising campaign (subject to its originality), who needs an additional informational reason, in which you need to "write" your creative.

Evaluate the format of the publication, the frequency of publication, circulation, social characteristics of the audience, consumer preferences, the cost of a magazine or newspaper, the quality of printing, reviews on the effectiveness of advertising in this publication.

Having considered all these details, it is necessary to draw up a table in which

amounts,
publication time
ad display timing
calculating the target audience who is expected to see your ad

You should leave the column in which the results will be indicated after publication, reflecting an increase in the influx of buyers, a neutral attitude to this type of advertising or a decline in consumer activity. Monitoring, if there are not so many publications, you can carry out on your own. If there are a lot of publications or you are lucky and the advertising campaign has become "viral", then you can order a one-time study using the professional service "Medialogia"

To draw up a media plan on a computer in real time, use our free program

Don't have time to complete your application online?