What is a TV Audience Impact?

August 10, 2018By Simon FosterAdvertising Media Training, DRTV Training, Marketing Training, Media Buying Training, Media Planning Training, TV Media Planning Training No Comments

TV audience impacts are a measure of audience volume in media planning. In traditional media they are called impacts, in digital media they tend to be called impressions. What is the definition of a TV audience impact? An impacts is: One person Seeing one ad At one time Example: If 5 million people watch an … Read More

How is brand advertising different to direct response advertising?

June 19, 2018By Simon FosterAdvertising Evaluation Training, Advertising Media Training, Direct Marketing Training, DRTV Training, Media Evaluation Training, Media Planning Training, TV Media Planning Training No Comments

Brand advertising techniques are very different to direct response advertising techniques.  Even when you are running an integrated multi-channel campaign it is important to understand the key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More

DRTV Response Rates

January 9, 2015By Simon FosterDRTV Training, Media Buying Training, Media Evaluation Training, Media Planning Training, TV Media Planning Training

We’re often asked to forecast or estimate campaign response rates, especially in DRTV. Here are some guidelines for those who want them: Set 1 – DRTV Phone Response Rates (high to low range as a percentage of total impacts) DRTV Type 1 – Hard Hitters – these DRTV hard hitters, with no-nonsense creative, usually on … Read More

How to get the best from DRTV

November 30, 2014By Simon FosterDRTV Training, TV Media Planning Training

Many advertisers are returning to Direct Response Television (DRTV). Whilst the goal today is to maximise web response as opposed to phone response, many of the rules of traditional DRTV remain constant. Here’s a summary of how to get the best from Direct Response TV: Remember all DRTV begins with the offer. Whilst issues around … Read More