Software Assisted Analysis of Advertising on Television
The complexity of today’s electronic airways can only be tamed by the acquisition of split-timing information generated via some configuration made up of software assisted advertising working with dynamically populate databases.
Advertisements of products, organizations, and services are generally aired on television. This is be done by buying slots on the airtime from a particular television channel. Price depends on the popularity of the channel, time the commercial is being aired, number of viewers and length of the commercial.
Placing a commercial on local channels is more affordable than on national channel where the cost is almost double. All of these features need to be woven into fabric of a dynamic, well designed, set of television advertising analysis software assisted applications.
When thinking of placing commercials on television it is advised that you first understand what kind of audience needs to be reached and to have in place a well defined set of software assisted applications tailored to the ROI (return on investment) of television commercials.
Different audiences have different tastes, which can be determined by their choice of television shows like celebrity talk, cartoons, sports, reality, news, movies, soaps, prime time etc. Prime time is usually from 6 to 7 pm and is the most expensive slot. Following it is the news time at noon or 10-11 pm slots, which are proven to be the most effective time slots for the success of a commercial.
More affordable is the 12-4 pm soap time. Always check out the prices as stated by the sales representatives. When advertising on a national level, check out an ad agency that usually works on commission basis. It’s highly recommended to negotiate during a re-run of the advertisement and stay away from paying the complete amount.
Compare the prices of different networks and different programs before you place an ad. The comparison can be conducted by querying your software assisted and database monitored price reporting features at regular intervals. When the appropriate metadata price-comparison tables are established, this function becomes a simple routine.
Another money saving trick is to buy a thirty seconds slot and air commercials of ten to fifteen seconds of length one after the other. This increases the possibility of target viewers seeing the commercial without the cost of re-runs. But this is risky as the pressure of conveying critical information in a short period of time increases. So the commercials should not be so short that the actual message couldn’t be delivered correctly to the audience. Usually a reminder commercial can be of a shorter duration. This money saving trick, of course, requires a well designed software assisted profit-reporting system to work effectively.
Keep a software assisted database record of the people who would like to buy a slot that has already been purchased. This can be very tricky as it will be more like a bid for which they will be ready to pay a larger amount sometimes even double because they badly need a slot. This usually happens during the holiday season, which comes in the last quarter of the year around New Years Eve, Thanksgiving holidays and Christmas holidays.
The best time of the year to buy slots for commercials is the first and second quarter of the year. Prices are usually negotiable during the first quarter as the sales representatives give discounts to advertisers who have spend a lot of money advertising during the holiday season and are trying to recover from it. This is why it is important to be sure your software assisted tracking of slot purchases are reported to you in a way that you can show the necessary evidence to receive these discounts.
If you are planning to pay for advertising commercials for the whole year check out the discounts that are being offered for advertising round the year by obtaining commercial cost results from your commercial rate-table value analyzer. Usually a five percent discount is offered when signing for a six-month time period and ten percent when signing for a twelve-month time period.
But do keep in mind to check out software assisted database reports showing exactly when the commercials are being aired because these discounts are usually offered to distract people from this point and the commercials are aired during odd hours and also not during the holiday season. Again, all of these factors need to be included in the metadata design of your software assisted advertising campaign.
The very first commercial to go on air was of Bulova Watch Company on WNBC, United States of America on July 1, 1941. And ever since then there has been no stopping of commercials selling anything that one can ever imagine. But none of this will matter unless careful software assisted analysis of the right commercials aired at the right time pays off for you.
For this to occur on a regular basis in a complex electronic environment like television advertising, only very accurate and precisely timed information acquired from software assisted programs working with correctly populated databases can make it so.
Author: Tom Gruich
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