1. • TV Advertising and media basics
• Product Life Cycle & 4 Ps of Marketing
2. •High ROI
•Detailing is an important feature
Print
•High possibility of multiple repeats
•Demand attention: Through its sheer size, it is able to create stronger
impact.
OOH
•Target specific reach
•Interactive and feedback availability
Internet
•Local reach
•Cost and efficiency
• High audience selectivity
Radio
Communication Platform
3. 3
Brand Awareness Advanced measurement Better Storytelling Platform
• Multiple exposure leads to top of the mind recall leading to strong brand equity
• Strong measurement system helps client to understand the performance of campaign
• Better storytelling platform (audio and video features)
• Multiple integrations possible across different genres as per requirement of brand personality
Television
4. 4
“The number of individuals within a given target”
Universe
TG
Market
NCCS
Basic Media Terms
5. 5
FCT
Free commercial time available to advertisers
FPC
Fixed point Chart- Line up of programs
Reach
• Now what is Reach?
Universe = 5
No of People who sampled =4
Therefore Reach = 4/5
Reach % = 80%
No. Or % of people exposed to media for a min
Basic Media Terms
6. 6
TVR & TVT
TVR: Television viewership ratings
TVT: Television viewership in thousands
TSU & TSV
TSU = 2+3+1+5+2+1 = 1.4
10
TSV = 2+3+1+5+2+1 = 2.33
6
TSU: Time spent by Universe
TSV: Time spent by Viewer
2 3 1
5 2 1
Total Programme time: 5 Mins
xReach%TVR = Time Spent
xReach(000)TVT = Time Spent
x62.8 = (2.33/5)
x60%28 = (2.33/5)
GRP
GRP is sum of TVR which are normalized to 10 sec
Basic Media Terms
7. 7
FMCG Products(Round the year)
Seasonal products(Cold Drinks)
Products with varying demand
Scheduling Technique
Basic Media Terms
9. Product Lifecycle
• The stages that a product goes through during its life:
introduction, growth, maturity, and decline.
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10. Product Lifecycle
10
• The life cycle concept may apply to a brand or to a
category of a product.
• Its duration maybe as short as a few months or years,
depending on the product.
• As a product progresses through the stages,
strategies to market the product changes accordingly
11. Introduction Stage
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This is the stage when product is launched in the
market.
Different strategies are rolled out from 4Ps perspective
to make a successful launch in the market.
12. Growth
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• The Growth stage is where your product starts to grow.
In this stage a good sum of money is spent on
advertising. The objective is to penetrate target market
as much as possible
• The objective is make the product available to as many
places as possible.
13. Maturity
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• The third stage in the Product Life Cycle is the maturity
stage. If your product completes the Introduction and
Growth stages then it will then spend a great deal of
time in the Maturity stage.
• Growth is slow at this stage and company has to bring
in multiple operational efficiencies
14. Decline
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• This is the stage in which sales of the product begin to fall.
Many companies decide to withdrawal their products from
the market due to the downturn. The only way to increase
sales during this period is to cut your costs reduce your
spending.
