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. 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
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
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
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
Editor's Notes
Psychology of Target: Entertainment or information Key Points about TV DM: Right time, right place is key The right placement (Show / station matter) The right time – of day, of week, even of month Reaches virtually everyone and every location Not as competitive in DM realm as in other channels Saturation #’s very, very high = wide potential reach Difficult to separate market segments Relatively high cost Relatively low response rate =paying for non-qualified leads Measurability difficult Costly to test with Difficult to adjust throughout campaign Difficult for viewers to reference later if they need clarification
DRTV – Direct Response Television
Commercials
Psychology of Target: Entertainment or information Key Points about Radio DM: On air personalities can add credibility Pick the station by the segment not by the music you like Better at segmentation than TV, but still don't need a list More loyalty exists Relatively low cost compared to TV, Direct Mail Less prep time needed than for Mail or TV Can test alternates for fairly low cost and ease Repetition Difficult for viewers to reference later if they need clarification Lacks visual impact and demo opportunity No response device Need to repeat contact info but have limited time
