Development and implementation of an advertising campaign on television. Preparation of an advertising campaign on television

Television is a very effective, but at the same time the most expensive means of advertising distribution. TV advertising has good memorability. Featured on TV big number once again, it firmly implants into the consciousness and unconsciousness of television viewers what the advertiser needs.

Television advertising is a way of promoting goods, services and various messages by placing them on a television broadcast. Advertising on television (TV) is a relatively new, but very effective way of influencing consumers.

The most important advantage of television advertising (TV advertising) is the ability to demonstrate a moving image, show the advertised object in action, as well as the process of preparing the product. Today, rental of commercials on television is the most effective way advertising. Television advertising allows you to simultaneously reach a wide audience and is firmly linked to the concept of rating, since when choosing a TV channel, the advertiser first of all pays attention to how many viewers will see or hear his message. Another advantage of TV advertising 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 newsreel footage, to transport 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 TV advertising has the character of a document, which means it has serious persuasive power. TV advertising has the ability to show something that can never be seen from the outside of the product. For example, machine components that are inaccessible to direct observation due to their miniature size or speed of movement.

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

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

Of course, advertising on television has its drawbacks. With the competition of programs on the main television channels, there is no real certainty about how many people will be sitting in front of their televisions when advertising is broadcast. The total cost of television advertising is enormous, although the cost per person reached by the advertisement is comparatively small. (13.49)

Television advertising can be broadcast nationwide on major networks or local stations depending on the company's goals as well as budget. Advertising itself evokes either indirect or direct and indirect actions in the buyer. If television advertising stimulates the buyer, he telephones the advertising company if it is a local company, or sends a letter if the question is about advertising throughout the country. More often, however, television advertising aims to create an image of a particular brand in the minds of consumers.

Timing - important condition effectiveness of television advertising. Best time- early evening hours, which attract the largest mixed audience, and therefore these watches are more expensive. Although daytime television programs are aimed almost exclusively at women and children, they are used effectively to advertise a wide range of products. Women and children influence the spending of a large part of the family budget. Each commercial television channel must appeal to the audience that is likely to watch the program in given time.

The television audience is an attentive audience. Much has been said about the pros and cons of commercial television, but the average television viewer perceives it as "pay for entertainment" and, whether he likes it or not, is influenced by advertising. Every company that runs a successful program achieves significant increases in sales.

Despite all the advantages, television advertising also has a number of serious limitations, including: the high cost of production and rental; advertising on television cannot be stopped, scrolled back and watched again; During commercial breaks, several commercials are usually shown, and if the first advertisement in an advertising block does not interest the viewer, he will be easily distracted, and therefore, this viewer is lost for the remaining commercials; remote controls remote control allow the viewer, without getting up from his chair, to switch to another channel at the onset of an advertising break; terrestrial and cable TV channels are unacceptable for advertising complex high-tech products, technologies and consumer goods that require a lengthy presentation of the essence and benefits.

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

Television refers to electronic means information 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. Television advertising refers to broadcast media, and the broadcast is used to transmit information that is almost instantly perceived by the viewer. Broadcast media also includes radio, 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 television advertising on the consumer is much stronger than radio advertising, due to the complex impact on the visual and auditory analyzers. This is the main distinctive feature TV advertising compared to radio advertising and other types of media advertising. Thus, television advertising has the advantage that the 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 combination with the melody and slogan makes advertising a highly effective means in the fight for the consumer.

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

The television audience is massive, but it can vary greatly depending on the time of day, days of the week and the nature of the television program, which gives the advertiser the opportunity to present their advertising at a time when the intended audience is at the screens. An advertiser can be geographically selective when targeting local and regional markets. TV makes the presentation of information immediate, other media cannot compare with it, and the product is demonstrated from all angles. Numerous facets of television advertising - sound, picture, character movements, color. And in last years the ability to use computer graphics and expensive decorations give the advertising creator plenty of imagination. When using this kind of advertising, many companies increase the prestige and reputation of their company by sponsoring various theatrical productions, video production, sports shows and other cultural events. Television advertising plays a dominant role in the media mix.

The undoubted advantage of television is its mass reach and low cost of contact, while it is necessary to take into account the audience for which the advertisement is intended, otherwise the funds spent on creating a television commercial may be wasted only because potential consumers live in another region and are 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 improve the company’s image.

Modern videos are increasingly made taking into account the psychological characteristics of the target audience, which allows them to short term firmly etched in the memory of television viewers. Renting airtime for advertising brings the greatest income to most channels. Therefore, television advertising remains the most expensive way to promote products, which still makes it practically inaccessible to small and medium-sized businesses.

The target audience is the TV 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 create 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 people of this group. Its distribution on a TV channel brings more tangible results than some kind of universal appeal to everyone at once. Different people have different needs. Someone already has an idea about the product and needs to offer him fashionable new items. If someone has never used this product, then it’s best to start with the classics. Moreover, in a mass message the advertiser talks 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 are gender, age, social status, income level, Family status, social environment, 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. Therefore, a TV channel or advertiser must have data from viewer monitoring and analysis of the competitive environment. Without information about viewer preferences, it is almost impossible to create a high-quality media plan. If the advertiser does not have competitor monitoring data, he will not be able to determine the goal of the advertising campaign and its main directions. Drawing up a media plan requires special professional knowledge and experience in this area. Because advertising becomes effective not only when it is produced at a high level, but also released at the right time and a clearly calculated number of times. (1, 11)

One of the main advantages of television advertising is its complex impact on the viewer. Television advertising simultaneously includes image, sound and color. Currently, most videos are based on a plot, which makes them even more interesting, informative and memorable. Consumer psychology is structured 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 analogues. Therefore, television advertising is great way to promote only products 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 differentiate it from a group of similar products. Television allows you to choose your audience. That is, it is most profitable for a cosmetics manufacturer to place its advertising in programs for women. And advertising of automobile equipment and construction tools will have a greater effect from placement on political talk shows targeted 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 in detail about the product and present the entire range. It is increasingly happening that commercials from competing manufacturers of the same product appear in the same advertising block. That is, the consumer risks simply confusing them. In addition, during the display of commercials most of the audience switches the channel, so the main part of the advertising block 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 product that the television channel sells. For example, an advertiser wants to buy 5 minutes for a 15-second commercial. The channel must accommodate twenty outputs of a given commercial. The release 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 advertising should appear, and jealously ensures 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 takes upon himself all the successes and failures of the placement. The function of the channel comes down to the usual sale of time and a guarantee that the advertising spot will be released at a certain, clearly fixed time.

The disadvantage of such placement is its weak information validity, and therefore the high probability of ineffectiveness of the advertising campaign. Advertising on television has many options. In order to make the right choice, extensive information is needed about the behavior of the television audience, its tastes, habits, and stereotypes. Personal experience The advertiser, although experience is essential, is clearly not enough. Effective advertising requires sociological data.

It is sociological data that underlies the second model - “placement by ratings”, or “placement by GRP”. This is a more complex placement technology, and this technology is currently used to advertise on federal channels, and attempts are being made to introduce it in the regions.

Its main substantive difference is that the channel sells not time, but audience. With this scheme, the sale turns into a service for advertising placement, and the placement itself becomes intellectual process, which is based on a broad information base.

The disadvantage of this placement technology is its complexity and strong dependence on the development of information sources. These include: price lists, sociological data, television broadcast monitoring data.

The development of the television advertising market goes hand in hand with the development of television itself. Over the past five years, TV as a medium of advertising opportunities has made a significant step forward. Today, a television broadcasting system has emerged, which includes federal, regional, network, satellite, cable channels. From the point of view of advertising, federal channels remain the most attractive, although regional, network and cable channels in the near future will become full-fledged market participants, which will lead to technological changes in advertising placement. We are talking primarily about the decentralization of advertising placement on TV, about some reorientation of the placement of even national advertising campaigns from the federal level to the regional one.

It is known that in different regions ratings are different, and there are regions in which central channels do not provide the necessary effect to achieve media goals. In other words, the ratings of central channels in a certain region may not just be lower than in the country as a whole, but lower than the ratings of local TV channels. In our country, such a situation exists in Novosibirsk, where the NTN 4 channel has a share equal to, and sometimes higher than, Channel One. In this case, ratings are “gained” with the help of regional TV.

As television sociology develops and becomes more professional, there will be a widespread transition to sales based on ratings, and federal channels will go even further - they will sell not so much the audience as the number of contacts with the advertising spot. This is a more advanced advertising placement system and, we hope, the very near future of our television advertising market.

Television advertising is also on the cusp of a radical change in the television broadcast format. The globalization of the television broadcasting business has led to the fact that television and radio companies began to consolidate not so much to attract new viewers and satisfy their needs for information, news, cultural and entertainment programs, but to attract advertisers. The globalization of the television broadcasting business was followed by the globalization of the media buying business, practically depriving local media buying structures of any chance. The emergence of alternative television - cable, satellite - is hampered by the development of their networks, which does not make them competitive. The capacity of the advertising market of traditional analogue television broadcasting turned out to be bordering; It is not possible to indefinitely increase the volume of advertising blocks, as this causes a negative reaction from television viewers and reduces the effectiveness of television advertising. Today there is a new alternative to traditional television broadcasting - television using digital technologies. Our country is one of the few in the world with free television. The transition is fraught with the creation of a unified network for the delivery of television programs, the provision of new services on air, and filling the television air with new content accessible to the mass consumer of the television product. The creation of a unified information space is very interesting for the state, which realizes that television, especially if it provides feedback from the audience, can become the main tool of communication between the authorities and the people. (2, 80)

Thus, despite the high costs and difficulty of determining real program ratings, television remains the most effective advertising channel, with the largest coverage. If the product is a product of mass demand, advertising on TV - the best remedy for its promotion.

An advertising campaign is a set of interrelated, coordinated actions developed to achieve strategic goals and solve problems of the enterprise, and resulting from an overall advertising plan for different but related advertising messages placed in various media over a certain period of time.

From the definition we can distinguish fundamental points for any advertising campaign:

• · an advertising campaign is a process that includes several successive stages, starting with goal setting and ending with performance analysis;
• · An advertising campaign involves the integrated use of advertising means.

Stages of preparation and implementation of an advertising campaign on television

In this process, the following stages can be roughly distinguished.

1) Determining the object of advertising, conducting advertising and marketing research. High efficiency of an advertising campaign can only be counted on if it is prepared on the basis of advertising and marketing research data, primarily on a detailed and comprehensive study of the object of advertising, the characteristics and needs of the target audience, market conditions, and the actions of competitors. Such research, prior to the decision to conduct an advertising campaign, should become the basis for justifying its feasibility. At this stage, it is necessary to give a clear answer to the question: “Why is it being carried out?”

Before starting an advertising campaign, it is necessary to conduct media research: collect and analyze information about newspapers, magazines, television and radio programs and channels, and other media. This is necessary for the correct choice of advertising distribution media.

Developers of a professional advertising campaign necessarily refer to the results of the company’s previous advertising activities. Analysis of the effectiveness of advertising messages, their individual elements, and the impact of selected advertising distribution channels makes it possible to avoid repeating ineffective decisions and take advantage of positive experience.

The purpose of advertising is formulated on the basis of data from advertising and marketing analysis, since an accurate and justified formulation of the purpose of advertising is impossible without knowledge of the specifics of the product, market, competitive environment, consumers, etc.

The formulation of the goal should be specific and unambiguous, if possible, expressed quantitatively. When formulating the goal of an advertising campaign, it is advisable to indicate the time within which the goal must be achieved. An advertising campaign should have one goal. When describing the goals of an advertising campaign in terms of economic efficiency, it must be taken into account that the result will be influenced not only by the level of the advertising campaign itself, but also by a number of other factors, including the consumer qualities of the product and service, price, activity of competitors, sales organization, service and etc.

• 3) Determining the budget of the advertising campaign. The advertising campaign budget is determined by the advertiser and agreed upon with advertising developers - representatives of the advertising agency.
• 4) Defining a creative advertising strategy and advertising ideas. Development of promotional materials and events. At this stage, a creative advertising strategy is first formulated, i.e. determine the core idea of ​​the advertising campaign, position the advertising object.

For example, the basis for advertising campaigns for various dairy products was: for “Actimel” - immunity protection, for the product “Rastishka” - optimal amounts of calcium, iodine and vitamin D for children, for “Activia” - natural cleansing of the body. The main idea of ​​an advertising campaign is formulated in the form of a slogan (slogan).

Next, for a creative advertising strategy, they search for an adequate, original and effective artistic form - an advertising idea. A unified advertising idea, embodied in illustrations, text, music, etc., as well as a creative advertising strategy, must be present in all advertising messages.

After defining a creative advertising strategy and advertising idea, advertising messages, promotional materials and events are developed. They should not only be subordinated to one creative strategy, but also have general design(one range of colors, fonts, common characters, one slogan, the same composition, etc.) and together form a single whole.

5) Testing advertising messages. Developed advertising materials are tested and the possible effectiveness of the main idea and individual elements of the advertisement are checked. If necessary, advertising messages and individual components of the advertising campaign are adjusted. Testing is carried out by surveying small groups of consumers or using the " expert assessments" (adverts are assessed by a group of experts, giving them appropriate points).

As a result of testing, usually from several alternative options creative solutions choose the best.

• 6) Production of advertising media. After the final versions of appeals have been selected, advertising production is carried out (ad layout in the press, audio and video spot, advertising printing, etc.).
• 7) Media planning. Practice shows that in most cases, firms spend about 10-15% of their advertising budget on the development and production of advertising products, and about 85-90% on their placement in the media. Therefore, the success of an advertising campaign and its profitability are largely determined by the right choice means of transmitting advertising messages and the optimal plan for their use.

The main task of media planning is to deliver the advertising message to as many people as possible. potential buyers With minimal costs within the allocated budget.

• 8) Drawing up an estimate of advertising costs. An estimate is a plan for financing certain promotional activities. At this stage, the possible costs of individual advertising events are calculated and the total estimated cost of the advertising campaign is determined. Then the received amount is compared with the actually allocated, i.e. coordinate advertising needs with real opportunities. If the allocated funds are insufficient, then the estimate and action plan are adjusted. You can, for example, reduce the frequency of advertising, publication area, broadcast time, change the publication, etc.
• 9) Purchasing space and time in advertising media, advertising placement. The purchase of space and time in advertising distribution media is carried out, as a rule, by advertising agency employees (media buyers) after agreeing with the advertiser on the media plan proposed by the advertising agency.
• 10) Organization and conduct of promotional events. In the process of carrying out advertising events, it is important to carry out ongoing monitoring of their implementation and, if necessary, make operational changes.
• 11) Summing up the advertising campaign. When summing up the results, it is revealed to what extent the set goal of the advertising campaign was achieved. They determine the communicative and economic effectiveness of advertising: they evaluate the profitability of an advertising campaign, the effectiveness of advertising means and events, the degree of impact of advertisements on the consumer, etc. These are the main stages that any professionally prepared advertising campaign includes. Of course, the sequence of actions can sometimes change, and some stages can be performed in parallel.

The most typical, typical situations of this kind:

• · changes in exchange rates, and therefore
• · changes in the purchasing power of the population;
• · changes in the pricing or image policies of competitors;
• · Conducting a powerful counter-advertising campaign by competitors (distracting or completely switching consumer attention to products manufactured by competitors);
• · changes in legislation (issue of laws, decrees, resolutions, additions, amendments, etc.) that can change the method of presenting advertising information or abolish the release of advertised products (since 2008, advertising on television is legally limited to 15% per hour, which entailed a significant increase in its cost);
• · changes in the advertiser’s marketing policy (the emergence of new goals, plans that radically change the advertising policy);
• · changes in consumer psychology (shift in value orientations, changes in fashion);
• · the emergence of more rated publications, television and radio stations, etc.

For the most likely force majeure circumstances, a plan for modifying the advertising campaign should be developed, allowing you to quickly respond to any changes that occur.

Features of planning single-channel advertising campaigns on television

1.2 Main aspects of planning an advertising campaign on TV

When planning advertising on television, you should invest in the advertising budget not only the cost of creating a video, but also, first of all, demonstrating it on TV. The cost of display will depend on the size of the TV channel and its regional coverage, as well as on the time of day of broadcast.

The financial costs for the audience when using television advertising are quite large, but at the same time they are incomparable to the percentage return from each viewing of a television advertisement. Insufficient selectivity can also lead to the fact that when trying to reach too narrow an audience, television will be ineffective, but at the same time, well-chosen programs, within which advertising blocks will be broadcast, will reduce this unreached percentage of the potential audience to a minimum. When placing advertising on television and creating a commercial, it is worth considering that the average duration of commercials is only 30 seconds, and during this time it can be difficult to create a positive impression of the product, especially when the advertising block runs during the viewing period of a movie, this only causes irritation among consumers, who either step away from the TV to take advantage of the break and do some business, or switch to another channel. Therefore, it is necessary to correctly distribute funds and allocate the amount to create an advertising video that will allow you to highlight the product or service from many other videos. The same effect will be achieved even if a potential consumer views the advertising block against the background of products of similar type, among which the customer’s video is shown.

To measure the audience on TV channels, a number of rating techniques will be used. A typical sample of the market under study is selected, and then, using various techniques, the size and characteristics of the audience of viewers or listeners are determined.

Using the following techniques, you can identify a potential consumer audience:

PUT (People Using TV), HUT (Home Using TV) - these indicators describe the number of people or households using a TV at a given time of day. These indicators show changes in the volume of the potential TV audience as a whole.

Share - This indicator describes the number of people or households using a television at a given time of day, tuned to a particular program. This indicator shows the change in the volume of the potential audience of a particular program or TV channel.

Organizations involved in determining the ratings of television programs use various means, for example, such as TV Index (special sensors are used - TV meters, which every second automatically record the fact that the TV is turned on and off, the respondent’s participation in TV viewing, as well as switching channels on each TV), telephone monitoring (calling citizens to find out their social status, education and what TV program they are currently watching and how often they watch it), various surveys using Internet surveys, etc.

The effect of television advertising depends on the time of day when the advertisement is broadcast. TV time is divided as follows: morning prime time (7.00-9.00), daytime (9.00-16.00), early evening (16.00-17.30), afternoon news (17.00-17.30-19.30), best evening time (19.30-19.30 20.00), evening prime time (20.00-23.00), evening news (23.00-23.30), evening and night broadcasts (23.00-1.00). The highest level of spectator attention occurs in the period from 18.00-23.00. It is believed that daytime and early evening hours are the time for consumers such as housewives, pensioners, and students. Therefore, during these hours it is optimal to advertise exactly those goods and services that can be consumed by this target audience.

In order to reach the maximum percentage of the audience intended by the advertiser with maximum frequency and without going beyond the intended budget (especially if it is limited), media planning is used (drawing up a plan for an advertising campaign, including timing and types of placement on it, pricing, cost and expected effectiveness implementation of this campaign).

It is believed that television has 2 types of prime time: evening (19.00-23.00) and morning (7.00-7.45 and from 9.15-10.15). According to statistics, the morning “peak” time attracts three times fewer TV viewers. This is due to the fact that the potential audience goes to study or work. (20, 22)

Typically, to calculate a media plan for television advertising, you need to know two indicators: television program rating (TVR) and the share of the program’s television audience (Share).

Predictive rating of an advertising unit (TVR) - expressed as a percentage, the ratio of the average audience of an advertising unit to total number target group in the general population. It should be noted that the rating of an advertising block is the shortest (in terms of duration) predicted broadcast event. The ratings of advertising spots placed in it are equal to the forecast rating of an advertising block. The predicted rating of an advertising block is used as the basis for planning and placing an advertising campaign on television.

Estimated audience of an advertising campaign (Reach 000, Audience, Cover, Coverage) - an estimate of the number of television viewers in the general population that meet the conditions for selection into the target group of the campaign. Assessing the audience of an advertising campaign allows you to plan its effectiveness.

Forecasting indexes of compliance of an advertising campaign with the target audience. GRP compliance index (Conversion) - the ratio of the sum of ratings of an advertising campaign in the target group (TRP) to the sum of ratings in the control group or the entire population (GRP) multiplied by 100;

Reach correspondence index (Affinity) - the ratio of the coverage of the target group to the coverage of the control group or the entire population, multiplied by 100.

Compliance indices allow you to enter correction factors to the ratings of advertising units that are predicted for the “Everyone, 18+” audience.

Forecast of costs per thousand viewers (CPT) - the ratio of the budget of an advertising campaign to the size of its audience in thousands of people.

Forecast cost indicators allow subjects of the advertising market to make calculations.

In the domestic advertising industry, forecasting the ratings of advertising units is carried out by the seller of advertising time on television - the media seller. It offers the market predictive ratings of ad units in the form of a rate map, where each ad unit offered for sale has a predictive rating. The media seller has assigned a sociologist to the television channel being sold, whose main function is to manually adjust the mathematically predicted rating.

The forecast is carried out according to mathematical model, which is based on the retrospective history of the ratings of each program (advertising unit) for a certain period of time. A relatively stable indicator is considered total TV viewers who gather around television screens at one time or another. On weekdays they gather less than on weekends and holidays (it is known, for example, that greatest number people watch TV on New Year's Eve), in the evening more than during the day. The sociologist’s task is to determine that part of the total television audience (Total TV) that will watch the broadcast event (advertising block) of the predicted channel. It is known, for example, that the share of the First Channel audience in prime time is about 30%, Russia - 15%, and NTV about 19%. However, the difficulty lies in the fact that the sociologist predicts each release of an advertising block, the rating of which, even if it stands at the same time, will change significantly as the air space changes, and this change leads to a redistribution of the audience between channels, and sometimes even to a change in the initial indicator - the total television audience. Associated factors (forecast background), in particular the political situation in the country (it is known that its aggravation leads to an increase in the ratings of news programs) have a significant role in the behavior of television viewers. All this requires the intervention of a specialist in the so-called “machine forecast” - manual adjustment of forecast ratings taking into account changing television viewing conditions. (11, 30)

The forecast is operational in nature: the lead period for forecast indicators is up to 1 month. Forecast horizon (the maximum possible forecast lead time) up to six months. The forecast retrospective is currently based on a one-year database. The forecast result is of a point nature, without indicating a confidence interval. The permissible error is stipulated when signing a contract between the seller and buyer of advertising time on television. Considering that Substantial part ratings of federal channels, especially in the daytime, fluctuate within less than 1-2 points, that is, in the area of ​​statistical error, the issue of forecast accuracy becomes very acute.

Thus, when planning an advertising campaign on television, it is necessary to take into account factors affecting the effectiveness of advertising, such as: channel, broadcast time, target audience of the program, ratings and other indicators, duration of the advertising campaign, etc.

It is also necessary to predict the effectiveness of an advertising campaign, so that after implementation it is possible to compare the actual results with the predicted effect. It is also necessary to evaluate whether expensive television advertising will undermine the company's budget. It should be noted that in most cases, television advertising works “in conjunction” with other communication channels. To avoid large losses, it is important to have a well-functioning logistics system.

A good example for considering a single-channel advertising campaign on television can be a beer advertisement. We chose the Arsenalnoye brand because in the past, in its advertising campaigns, television advertising played a leading role and was interesting from a positioning point of view; with the amendments of July 21, 2014 to the federal law “On Advertising,” advertising of this brand on television can gain new life.

An example of a media plan developed by Mosoblreklama specialists: create a file in Power Point and attach to it in the letter separate calculations for each advertising channel. The media plan reflects general numbers and coverage.

The effectiveness of an advertising campaign depends on the correctness of the media plan. 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 websites, releasing commercials on television, audio advertising on radio, etc.;
• selection of the most successful places and times for displaying advertising materials for each specific organization;
• information submission forms;
• budget that can be spent on an advertising campaign

First, you need to create a clear structure of the media plan. This will be a list of all advertising media, a schedule for posting videos, articles, airing advertisements, and installing outdoor advertising objects. Then you need to describe each of the stages in detail so as not to lose sight of important details.

Adjusting the finished media plan

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

Media planning should answer the following questions:

1. how many people are planned to be reached during the promotion;
2. In which publications will advertising materials be placed?
3. In what period of time will launching advertising have the greatest effect (for example, when selling soft drinks, you need to launch advertising before the hot season);
4. How long will the advertisement last and how often will it be repeated?
5. How will advertising media intersect with each other, in what order will they be issued;
6. In which areas should advertising be shown?
7. How much do you plan to spend on each type of advertising?

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

Example of preparing a media plan

Suppose you want to conduct a comprehensive advertising campaign, involving both outdoor advertising and your own PR service. Let's consider an example of a media plan that supports publications in the press during the period of placement of the main advertising message on billboards:

When choosing a publication, you 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 activities. Which journalists will agree to cover the advertising campaign itself (provided it is original), who needs an additional informational occasion into which you need to “fit” your creative.

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

Having thought through all these details, you need to create a table that will indicate

• amounts,
• publication time
• ad display timing
• counting the target audience that is expected to see your ad

You should leave a column in which the results after publication will be indicated, reflecting the increase in the influx of buyers, a neutral attitude towards this species advertising or a decline in consumer activity. If there are not many publications, you can conduct monitoring yourself. If there are a lot of publications or you are lucky and the advertising campaign has gone viral, then you can order a one-time study using the professional service "Medialogy"

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