Know how to advertise on television by defining an advertising goal helps to set the overall tone of your campaigns.
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Bada Socho. TV Socho
Step by Step Guide for
Set the tone and get ready
Define Advertising Goal:
Be it customer acquisition or market penetration, defining an advertising goal helps to
set the overall tone of your campaigns
The most commonly utilized advertising goals are:
Standing out from
Simple Checklist for Advertising
What is the
What budget should I
allocate for this campaign?
What is the compelling
message in my commercial
How can I communicate
Who is the target customer? (Gender, City, Age)
Media Planning and Buying
Selecting the right media
Once you are clear about your advertising goals, you need to
focus on choosing the right media that your audience consumes.
As of today, there are more than 1700 TV channels in India. It is
difficult to choose the right set of channels and ad spots within a
If you are not equipped with enough information to decide, you can get help from media
agencies in your city. They can plan, buy and schedule your campaign, and measure your
campaign’s success within defined parameters. However, this entire process gets
automated with Amagi MIX.
Hopefully, by this time you are aware of your campaign objectives and target audience
details. The next phase is to choose the right channel-mix for your defined campaign
duration and budget.
Things to consider while selecting TV Channels
Cost per 10
second TV ad spot
right channel mix
A sample channel-mix for Urban Male 30+ audiences for a budget of 1 Lakh may look like
this: With a campaign duration of 7 days and budget of 1 Lakh, the number of estimated
impressions for the channel mix mentioned below is 1.9 Lakhs.
Total ad spots
Create a TV Commercial
Create a TV Commercial with compelling message that resonates with your target
audience. You should also consider the following elements while producing the
Tell them who you are – The name of your business should be very clear
Give them an offer or reason to visit your business
Let them know how to find information about your business (Give them
your website address; in fact, highlight your website URL throughout the
If your business is about getting on-foot traffic, tell them where you’re
Your TV Commercial should conform to ASCI standards.
View the list of ASCI terms here.
Prepare and Finalize the TV playout schedule
Your playout schedule charts out the overall ad-spot schedule spanning across the
campaign duration. TV playout schedule is pretty straightforward if you directly purchase the
ad spots on popular shows like Friends on Romedy Now. However, it is an expensive
proposition depending on the shows’ ratings.
But with tools like Amagi MIX, your ad spot schedule may evenly spread across different
time slots, including primetime and non-primetime slots.
For Romedy Now, a regular ad playout schedule is spread across four different time slots -
Morning (0900-1200), Afternoon (1200-1600), Evening (1600-1800) and Night (1800-2400).
Your ad is equally distributed across these slots.
A sample playout schedule for the TV channel Romedy Now would look like this:
Kickstart the campaign
Once you are satisfied with your playout schedule, you can
purchase the ad spots either through media agency or the
broadcaster and kickstart the campaign. With Amagi MIX, you
can directly plan and buy these ad spots, schedule, monitor and
measure your campaign yourself using an online user interface.
Monitor and Measure
Monitor your campaign on a continuous basis to check if your ad
is aired according to the playout schedule.
Post the campaign’s execution, measure your campaign success
using the below metrics
Reach and Frequency - Reach is the number of different people who have been
exposed to an advertising message at least once. Frequency is the number of
times thay are exposed to that message.
GRP or Gross rating point is calculated as a percent of the target market
reached multiplied by the exposure frequency. For ex. if you advertise to 30% of
the target market and give them 4 exposures, you would have 120 GRP.
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