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Direct Marketing Broadcast

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Direct Marketing Broadcast

  1. 1. direct broadcast presented by Lindsey Fair
  2. 2. television radio
  3. 3. GPR Gross Rating Points (GPR) = Nielsen audience ratings or Areas of Dominant Influence (ADI) are used for general TV ad buyers , but not good for DM because it basically just says how many people potentially see your ad (reach and frequency based).
  4. 4. t.v. ROI of a DRTV campaign is 1 : 6 Typical response rate = 2.1% High response rate = 8.14% Low response rate = 0.2% *this is for DRTV, ½ for commercial
  5. 5. http://youtu.be/VTmC7UQj7_M DRTV
  6. 6. commercials http://vimeo.com/25829330
  7. 8. http://youtu.be/ql-N3F1FhW4 make this one better
  8. 9. choosing T.V. Info availability Channel tolerance Offer immediacy Necissity of virality Level of trackability Estimated CPR DRTV Time preference Accepted Can be immediate Low Low+ High+ Commercial Channel, show, time preference Accepted, but ignored? Can be immediate Low Low+ High
  9. 10. radio ROI of a direct radio campaign is 1 : 6 Typical response rate = 0.31% High response rate = 0.6% Low response rate = 0.12% http://www.radiocreative.com/audio/keurig.mp3
  10. 11. choosing radio Info availability Channel tolerance Offer immediacy Necissity of virality Level of trackability Estimated CPR Radio Station, time preference Accepted Hard to be immediate, depends on timing Low- Low+ High

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