Information
are gathered from the audience in different ways. The reason for gathering
information is to know how much the advertisement will cost. Agencies gather
information on rate cards and advertising information packs, this then lets the
company know how much they will have to pay. This is useful information to a
company as they will be able to know beforehand whether they can afford to put
in an advert at a certain time/place.
Rate
Cards
Rate
cards are documents that contain information on the price of an advertisement
placement. It is the maximum price that is given to a company that enquires,
although they will usually pay considerably less; this is due to factors such
as space that is being unused, how much space the advertisement will take up,
along with many more. Below is an example of a rate card from the ITV1 website.
Most rate cards are displayed in the same manner as the one shown below. This
rate card shows the region in which people live and the certain categories of
television programmes they watch.
As you can see from this table, it would cost
the most amount of money to put on an advert at 19:30 in London; this is
because it is put on at the time people will be sitting down, eating their
dinner, and watching Coronation Street. This programme has a vast amount of
viewers, which means more people will be likely to see the advertisement. An
advantage to these rate cards is that they are very useful for companies and
lets them know how much an advert is going to cost depending on when and where
they want to place it.
There is then the opposite of this; it allows
a company to know when they should not air an advert and when less people will
be likely to view it. A negative side to rate cards is that some people may
leave the television on a certain channel and not be actually watching it; this
is misleading for companies meaning that not as many people will see their
advertisement, although they will still have to pay a lot for it.
Advertiser Information Packs
Advertiser
information packs provide various information to help companies plan an
advertisement. On Channel 4’s website, they provide air time, partnerships, and
online advertising. This is all of the information that a company would need to
plan an advertisement. In the following paragraphs, I will describe each of
these and what benefits they offer a company.
Air Time
is the duration of time, usually in seconds, that an advertisement is
broadcasted. These are also known as spot adverts which mean the breaks between
programmes. Advertisements are usually around 30 seconds long although they can
range from between 5 seconds to 120 seconds. The more air time a company needs,
the more it will cost them; this is because the advertisement is taking up a
lot of space in which other adverts could be filling. This means that a channel
may get less money as the cost of one long advert may be cheaper than 2 adverts
within the same time. A benefit to using spot advertising when airing an
advertisement is that it created awareness over a short amount of time or
slowly over a long period; this all depends on the company’s strategy on how
they want it to be done.
Partnerships are when a company
joins forces with another company, each advertising the other’s brand. This can
be done through sponsors, product placement, and much more. Partnerships are
beneficial for companies wanting to get their product out there. First of all,
sponsorships can give a company instant fame as people will recognise a
programme and associate it with a certain brand. Also, people that watch the
same programmes all the time will see an advertisement many times and it will
be stored in their long term memory. A downside to sponsorships, though, is
that a company may not be able to afford a sponsor. Product placement is a way
in which company brands are placed in media such as movies, music videos, news
programmes etc. This is a way for companies to advertise their brand in a
subliminal way in other media.
Online advertising is a way a
company can spread their product to a large audience through the internet. They
can use a wide range of different priced formats which help show their brand to
the right target. This is a good way to promote a brand as a vast amount of
people use the internet and flick between pages, so they will be likely to see
an advertisement at least once when then are on the computer. All of the above
factors come as a pack and benefit a company as it gives them maximum exposure
for what they pay and displays their brand to an appropriate market.
No comments:
Post a Comment