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Åñëè âû ÷àñò ðåêëàìèðóåòåñü íà ðàäè òåëåâèäåíè? ïîäóìàéò? âîçìîæíî, ñòîè çàêàçàòü äë? ñâîå ôèðì êîðîòåíüêó ìåëîäè èë ïåñåíê (÷ò?òî âðîä ìóçûêàëüíîãî ëîãîòèïà). Ñòîèìîñò ìåëîäè ìîæå äîõîäèòü äî òû? äîëëàðîâ, íî ýò âåñüìà âûãîäí? èíâåñòèö?. Óäà÷íà? ðåêëàìíà? ìåëîäè? ëó÷ø? ÷å ÷ò?ëèáî äðóãîå, ïîìîæå êëèåíòàì çàïîìíèò âàøó ôèðì? Âñïîìíèò? ÷ò âû íàïåâàëè ñåãîäí? óòðî ïî äóøå? Íå ïåñåíê ëè, çâó÷àâøó â÷åð òåëåýêðàíà âîñõâà?þùóþ äîñòîèíñòâ íîâî æåâàòåëüíî ðåçèíê?

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Ïè?ïà? áó? ???? äè?äî - ýò âñ ( åù ìíîãîå äðóãîå) åñòü ñïåöýôôåêò? êîòîðû âà ïðåäëîæà ïðàêòè÷åñê íà ëþáî ðàäèîñòàíöèè, ïðè÷åì íå áóäó âà ñòîèòü íè ãðîø (ðàçâ ÷ò âû ïîòðåáóåòå î÷åí óæ èçûñêàííîã íåîáû÷íîãî îôîðìëåí?). Ïëåñ âîëí, áüþùèõ? ìî? ïîìîæå âà ïðîäàò ïóòåâê íà Êèïð, òðåë æàâîðîíê - ïðèâëå÷ü ïîêóïàòåëå íà âåñåííþþ ðàñïðîäàæó.

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Åñëè âû ñ÷èòàåòå, ÷ò ìîæåòå ìíîãîå ñêàçàò ïîëüçó ñâîåãî ïðåäëîæåíè?, òî, âîçìîæíî, ñòîè ðàçäåëèò ýò èíôîðìàöèþ íà íåñêîëüê ðîëèêî? ïðèìåð? ïåðâûé ðîëè ñîîáùè ñëóøàòåë?? "Íà ýòîé íåäåëå ðåñòîðàí " êí??" ïðåäëàãàåò êëèåíòàì ëîñîñèíó êóðèöó ïî-ïîëüñê ïî íåâåðî?òí íèçêîé öåíå -çà 49 òû??. Âòîðîé ðîëè çâó÷èò òà? "Ðåñòîðàí " êí??" - ïåðâîå, ÷ò ïðèõîäèò íà óì, êîãä ðàçãîâîð çàõîäè ñåìåéíîì òîðæåñòâ èë ñâàäüá?. Åñëè âû õîòèòå, ÷òîá ñëóøàòåë âîñïðèíèìà âñ ðîëèêè êà åäèíîå öåëî? ìîæåòå "îáúåäèíèòü" èõ ìåëîäèåé, ãîëîñî äèêòîð èë îáùè ñòèëåì.

Íåêîòîðû ôèðì ïîëüçóþò? ñîñòàâëåíè ðåêëàì ñâîè ñîáñòâåííûìè ïðèíöèïàìè. Êò?òî êàæäîì ðîëèêå íå ìåíå òðåõ ðà óïîìèíàå íàçâàíèå ñâîå ôèðì? êò?òî âñåãäà ïîëüçóåò? " òàëèñìàíîì" - îäíî ìóçûêàëüíî ôðàçîé ??

Êàêè èìåííî ïðàâèë ïðèäåðæèâàòü? - ëè÷íîå äåëî êàæäîã ïðåäïðèíèìàòåë?. Åñëè, ïðèìåð? âàøà ôèðì õîðîøî èçâåñòíà íà ðûíê? äàâí ðåêëàìèðóåòñ?, èñïîëüçó? çàïîìèíàþùóþ? ïåñåíê? òî âû ìîãë áû èçãîòîâèòü õîðîøè ðàäèîðîëèê, äàæå íè ðàçó íå óïîì?íó íàçâàíèå ñâîå ôèðì? Îäíàêî, êà ìû óæ ÷àñò ïîâòîð?ëè, ÷ò áû âû íè âûáðàë - áóäüòå ïîñëåäîâàòåëüí?

Êóïîíû äðóãèå ðàäèîïðåäëîæåí?

"Êóïî? ïðèêëàäûâàåò? ðàäè ðîëèêó òàêî æå ëåãêîñòü? êà îá?âëåíèþ ãàçåòå èë ïîñëàííî ïî ïî÷ò áðîøþð? Äîñòàòî÷íî äîáàâèòü ôðàç? "Ñîîáùèòå ïðîäàâöó, êîãä âû ñëûøàë ýò ðåêëàì? âà áóäå ïðåäîñòàâëåí 20-ïðîöåíòí? ñêèäêà" èë "Ïðèíåñèò ñîáî êëî÷îê áóìàãè íàäïèñüþ "áà "Íî?ñòîï" âû ïîëó÷èòå áåñïëàòí ôðóêòîâû ñî?.

Ðàäèîêóïîí íå òîëüêî ìîáèëèçóþò ñëóøàòåëåé äåéñòâèþ, íî ïîçâîë?þò âà ïðîñëåäèòü çà èõ ðåàêöèåé íà âàøó ðåêëàì? Ïîýòîì åñòü ñìûñ ïðåäëàãàòü íà ðàçíûõ ðàäèîêàíàëàõ ðàçëè÷íû ïðåìèè (ñêèäêè), çàòå ïîíàáëþäàò? çà êàêî èç íè ÷àùå âñåã îáðàùàþò? ñëóøàòåë? Äë? ýòîé öåëè ñîêðàòèò âà ðîëè 30 äî 25 ñåêóíä, ÷òîá îñòàâøèå? ?òü ñåêóíä âåäóùè ìî ïðî÷åñòü êîðîòêèé òåêñ ïðåìèè "âæèâóþ" èë æå, çàïèñà åã ïðåäâàðèòåëüíî íà ìàãíèòîôîí, "ïîäêëþ÷èòü" ðîëèêó. Îäíî èç íåîöåíèìûõ ïðåèìóùåñò ðàäè - òî, ÷ò ïîñë ðàäèîðåêëàìû êëèåíò ñðàç æå ñò?íóòñ? âàøåìó ìàãàçèíó. Ôðàç "ïåðâûå 50 êëèåíòîâ îáñëóæèâàþòñ? áåñïëàòí (ïîëó÷àþò ÷ò?òî áåñïëàòí?" - äàåò ýôôåêò òå÷åíè ìèíó? íå ÷àñî èë äíåé.

Çâóêîâîé äåâè ôèðì

Åñëè ðåêëàìíà? ïåñåíê ïî êàêè?ëèáî ïðè÷èíàì âà íå ïîäõîäèò, âàøå ðàñïîð?æåíè åñòü åù îäèí íåïëîõîé âàðèàí -äàâàòü êîíö êàæäîã ðîëèêà äåâè âàøå ôèðì? êîòîðû ýòîì ñëó÷àå íàçûâàåò? çâóêîâûì äåâèçî? Íåñìîò? íà òî ÷ò äåâè íå çàïîìèíàåò? òà áûñòðî, êà ðåêëàìíà? ïåñåíê? åñëè âû ïðèäóìàåòå õîðîøè äåâè? òî íàâåðí?êà âñêîðå óñëûøèòå åã ðàçãîâîð? êà ñåé÷àñ ÷àñò ñëûøèò? "Íó î÷åí ñìåøíû öåíû!" èë " Ìîñêîâñêèé ãîðîäñêî áàíê íèêóäà íå ñïåøèò!"

Çàïèñü ðîëèêà

Ïîñë ðàçðàáîòêè ñöåíàð?, âûáîðà ãîëîñà, ìóçûêè ñïåöýôôåêòîâ, íàñòàå ïîðà ïðèíèìàòüñ? çà çàïèñü. Ïîñòàðàéòåñü âî âðåì? çàïèñè íàõîäèòü? ñòóäèè. Íå ìîæåòå ñàìè - íàïðàâüò ñâîåãî ïðåäñòàâèòåë? ïðèëîæèò âñ óñèë? òîìó, ÷òîá óñëûøàòü ðîëè? ïðåæäå ÷å îí áóäå ïóùå ýôèð.

Åñëè ðàäèîñòàíö? íåâåëèêà, òî ñòóäèè, âîçìîæíî, áóäå íàõîäèòü? òîëüêî æóðíàëèñ? çàïèñûâàþùèé ðîëè? âû. Æóðíàëèñ áóäå ïð ýòîì îáñëóæèâàò àïïàðàòóðó. Íà áîëüøè ðàäèîñòàíö? òåõíè÷åñêî îáñëóæèâàíèå îáåñïå÷èâàåò èíæåíå çâóêîçàïèñ? æóðíàëèñ ìîæå ñîñðåäîòî÷èòüñ? íà òâîð÷åñêèõ âîïðîñàõ.

Êà ïðàâèë? çâóêîçàïèñ ïðîõîäèò ãëàäêî áå ýêñöåññî? Ðàáîòíèê ðàäè - ïðîôåññèîíàë îáû÷íî ïîëóñëîâ ïîíèìàþò ðåêëàìîäàòåë?. Èíîãäà ìîæå ñòàòüñ?, ÷ò êò?òî èç íè áóäå òîðîïèòü âà èë óáåæäàòü îáîéòèñü áå äâóõ-òðåõ "ìåëêèõ" äåòàëå? êîòîðû? îäíàêî, êàæóòñ? âà ñóùåñòâåííûì? ïðèìåð? ïî âàøåìó ìíåíèþ, êóëüìèíàöè? ìåëîäè äîëæíà ñîâïàäàò êóëüìèíàöèåé òåêñòîâî èíôîðìàöèè. Äë? äîñòèæåí? íóæíîã ýôôåêò ïðèäåò? íåñêîëüê ðà "ïðîãíàòü" òåêñ ìåëîäè? Ïîñë 5-6 ïðîãîíîâ æóðíàëèñ èë òåõíèê ñòàíóò óáåæäàòü âà? ÷ò "õîðîøî òà?, "ýò ïî÷ò áåçóêîðèçíåííî" ?? Îäíàêî íå äàâàéò ñáèò ñå? òîëê - êîíö êîíöîâ, âû çàïëàòèë íåìàëû äåíüãè âïðàâå ðàññ÷èòûâàòü íà òî, ÷òîá âàøåìó ìíåíèþ ïðèñëóøèâàëèñü.

Îäíàêî ýò íå îçíà÷àåò, ÷ò âû äîëæíû áûòü ãëóõ äîâîäà äðóãîé ñòîðîí? Ïîìíèò? ÷ò æóðíàëèñ ìîæå íåñêîëüê èíà÷ èíòåðïðåòèðîâàòü òåêñ ðåêëàì? íå æäèò? ÷ò îí ïðî÷òå åã ïåðå ìèêðîôîíîì èìåííî òà? êà ýò ñåáå ïðåäñòàâ?åò âû



Ãëàâ 12



1.ÊÒ ÄÎËÆÅÍ ÏÎËÜÇÎÂÀÒÜÑß ÒÅËÅÂÈÇÈÎÍÍÎ ÐÅÊËÀÌÎÉ

Òåëåâèäåíè - èäåàëüíû ðåêëàìíû èíñòðóìåíò äë? ïðåäïð?òè? êîòîðû íóæí "ïîêàçàòü òîâà ëèöî? èë ñîçäàò? âîêðóã íåãî àòìîñôåð àæèîòàæà. Ìíîãèå ñ÷èòàþ òåëåâèçèîííó ðåêëàì íàèáîëåå ýôôåêòèâíî? ïîñêîëüê îí ïåðåäàåò çðèòåëüíûå îáðàçû - ñàìû íàãë?äíûå óáåäèòåëüíûå èç âñåõ âîçìîæíû?

Òåëåðåêëàì - íå äë? ïóãëèâûõ íå äë? áåäíûõ. Ýò î÷åí äîðîãî ñðåäñòâî ðåêëàì? êîòîðî ïîãëîòèò áîëüøå âàøåãî âðåìåí? ìûñëåé äåíå? ÷å ëþáî äðóãîå.

Òðàäèöèîíí òåëåðåêëàì ïðèáåãàþ ôèðì? êîòîðû õî? äîíåñò ñâîþ èíôîðìàöèþ äî øèðîêîãî êðóã êëèåíòîâ. Îäíàêî áóäóùå ñèòóàö? ìîæå èçìåíèòü?: ðàçâèòèå êàáåëüíîãî òåëåâèäåíè? ìîæí áóäå íàïðàâ?òü òåëå- ðåêëàì áîëå óçêè? îãðàíè÷åííûì êðóãàì ïîòðåáèòåëåé.

Äîñòîèíñòâ òåëåâèäåíè?:

? åäèíñòâåííîå ñðåä âñåõ ÑÌ ïîçâîë?åò ðåêëàìîäàòåë îáëå÷ü ñâîþ èíôîðìàöèþ ôîðì? ñîäåðæàùóþ âèçóàëüíûå îáðàçû, ñëîâ ìóçûêó;

? èìåå íè ÷å íå ñðàâíèìû âîçìîæíîñò äë? ñîçäàí? íåçàáûâàåìûõ îáðàçî?

? ìîæå ïîêàçàòü çðèòåë? êà îí áóäå ÷óâñòâîâàò ñå?, êóïè ïðåäëàãàåìûé òîâà èë óñëóãó;

? ëþäè îáû÷íî ñìîò? òåëåâèçî ÷àñû îòäûõà, êîãä íèêóäà íå ñïåøàò íå èìåþ íèêàêè äå (îñîáåííî âå÷åðî?;

? ñà ôàêò ïðèñóòñòâè? âàøå ôèðì íà òåëåýêðàíå ìîæå ñîçäàò âïå÷àòëåíè? ÷ò îí áîëüøå, ñîëèäíåå êðåï÷å, ÷å äåéñòâèòåëüíîñòè;

? çàïèñàâøèå òó èë èíóþ ïåðåäà÷ó íà âèäåîìàãíèòîôî? óâèä? ïðèñóòñòâóþùóþ íå ðåêëàì íåñêîëüê ðà òå÷åíè äëèòåëüíîã âðåìåí?

? òåëåâèäåíè ìîæå ñîçäàò âîêðóã ðåêëàìèðóåìû òîâàðî óñëó àòìîñôåð àêòóàëüíîñòè, óñïåõà ïðàçäíèê?

Íåäîñòàòêè òåëåâèäåíè?:

? ñòîèìîñò ðàçðàáîòêè òåëåâèçèîííîãî ðîëèêà ýôèðíîãî âðåìåí ìîæå áûòü (íî íå îá?çàòåëüíî) óñòðàøàþùå âûñîêî? Îøèáêè çäåñ îáõî?òñ? î÷åí äîðîãî;

? íè îäèí äðóãîé òè ðåêëàì íå òðåáóå ñòîëüê ìàñòåðñòâà, çíàíèé òâîð÷åñêèõ ñïîñîáíîñòåé;

? îò áîëüøå ÷àñò ïðîèçâîäèìûõ íà ìåñòíû ñòóä? ðîëèêî îñòàåò? âïå÷àòëåíè ïðîâèíöèàëèçìà, ñåðîñò? íåïðîôåññèîíàëèçìà. Êàæåòñ?, ÷ò ðåêëàìîäàòåë? ñëèøêî ìàëî äåíå? êëèïìåéñòåðî - ñîâñåì óáîã? ôàíòàç? î÷åí ñëàá? òåõíè÷åñêà? îñíàùåííîñòü. Ýò âûçûâàåò ðàçäðàæåíè? íî îòíþäü íå äîâåðè?

? ðàçâèòèå êàáåëüíîãî òåëåâèäåíè? çàòðóä?åò âûáî òåëåêîìïàíèè;

? âëàäåëüö âèäåîìàãíèòîôîíî ìîãó ïðîêðó÷èâàòü êàññåò? ïðîïóñêà? ðåêëàì?

2. ÑÒÎÈÌÎÑÒ

Ñòîèìîñò ïðîèçâîäñòâà ðîëèêà ñðåäíå ñëîæíîñò ñðåäíå ïðîäîëæèòåëüíîñò? ïðåäíàçíà÷åííîãî äë? òðàíñë?öè ïî îáùåíàöèîíàëüíîì êàíàëó, ìîæå ñîñòàâ?òü äî 250000$. Îäíàêî íå âïàäàéòå ïàíèêó. Âîñïîëüçîâàâøèñü óñëóãàìè íåáîëüøè íåçàâèñèìû ñòóäèé èë ìåñòíû ñòóäèé òåëåâèäåíè?, âû ïîëó÷èòå âïîëíå ïðîôåññèîíàëüí ñäåëàííû ðîëè çà 250 $ îñòàíåòåñü î÷åí äîâîëüíû.

Ñòîèìîñò ðåêëàìíîãî âðåìåí ñëèøêî ñèëüíî êîëåáëåò? ðàçíûõ ãîðîäà ñòðàíà? ÷òîá ìîæí áûëî áû ïðèâåñòè êàêè?ëèáî ñðåäíè çíà÷åí?.

Îäíàêî äàæå íà ñàìû äîðîãè òåëåñòóä? îïûòíû ðåêëàìîäàòåë ìîæå êóïèòü ðåêëàìíî âðåì? ïî äîñòàòî÷íî ðàçóìíîé öåíå, ïîìåñòèâ ñâîé ðîëè ïåðåäà÷ó, èäóùóþ âí ïðåäåëîâ âðåìåí "ïè?, íî èìåþùó ïîñò?ííóþ àóäèòîðè? ñîâïàäàþùó èë áëèçêó åã öåëåâû ðûíêîì.

Íåëü? íå ñêàçàò ïðåèìóùåñòâà ðåêëàì íà ìåñòíû òåëåñòàíöè?? Âû èìååòå äîñòóï ìåñòíî àóäèòîðè - ?? èìåííî ñâîè êëèåíòàì, ïð ýòîì ïëàòèò äå?òê ðà ìåíüøå, ÷å ïðèøëîñü áû ïëàòèò íà öåíòðàëüíî òåëåâèäåíè? ×àùå âñåã ìåñòíó ðåêëàì ïîìåùàþò ïåðåäà÷è ìåñòíîãî òåëåâèäåíè? (íîâîñò? ðåïîðòàæ êóëüòóðíûõ ñïîðòèâíûõ ìåðîïð?òè ??).

íî èíîãäà ìåñòíà? ñòàíöè? ìîæå ïóñòèò âà ðîëè ñðàç ïîñë èë äî ïåðåäà÷è öåíòðàëüíîãî òåëåâèäåíè?, òðàíñëèðóåìîãî åþ íà âà ðåãèîí.

3. ÊÀ ÄÅËÈÒÑ ÝÔÈÐÍÎ ÂÐÅÌ ÍÀ ÒÅËÅÂÈÄÅÍÈ

Êàêîâû ñòàâêè çàâèñèìîñò îò âðåìåí ñóòî

Êà íà ðàäè? òåëåâèçèîííû äåíü ðàçäåëåí íà ñåãìåíòû. Õî? ýò ðàçäåëåíèå ìîæå áûòü ðàçíûì, òèïè÷íûé ðàñïîð?äî äí? íà òåëåâèäåíè âûãë?äè òà?

Óòðî 6.00 äî 12.00

Òèïè÷íûå ïåðåäà÷è: íîâîñò? ñîîáùåíè?, ó÷åáíû ïðîãðàìì? ïðîãðàìì ïî ñåëüñêîì õî?éñòâ? Àóäèòîðè?: æåíùèí?äîìîõî?éê? äåòè.

Äåíü 12.00 äî 17.00

Òèïè÷íûå ïåðåäà÷è: îáðàçîâàòåëüíû ïðîãðàìì? ïåðåäà÷è ïðèðîä? ñåðèàë? Àóäèòîðè?: ó÷àù?? ìîëîäåæü, æåíùèí?äîìîõî?éê?

Âå÷å 17.00 äî 19.30

Òèïè÷íûå ïåðåäà÷è: ïðîãðàìì ìåñòíîãî ÒÂ, íîâîñò? òåëåèãðû. Àóäèòîðè?: âîçâðàùàþùèå? ðàáîòû âçðîñëûå, äåòè

Âå÷å - âðåì? "ïè?

(òåëåâèçî ñìîòðè íàèáîëüøåå ÷èñë çðèòåëåé) 19.30 äî 22.00

Òèïè÷íûå ïåðåäà÷è: íîâîñò? ôèëüìû, ñïîð? Àóäèòîðè?: âåðíóâøèåñ? ðàáîòû âçðîñëûå, áèçíåñìåíû.

Ïîçäíè âå÷å ïîñë 22.00

Òèïè÷íûå ïåðåäà÷è: ïóáëèöèñòè÷åñêèå ïðîãðàìì? ôèëüìû. Àóäèòîðè?: íå ðàáîòàþùèå ëþäè, ëþäè ñâîáîäíû ïðîôåññè?

Åñëè ðå÷ü èäåò íåãîñóäàðñòâåííî òåëåêàíàëå, òî ñõåì ìîæå ïðåòåðïåâàòü èçìåíåíè?. Èíà÷ âûãë?äè ðàñïîð?äî äí? âûõîäíûå, ïðàçäíè÷íû äí? ñóááîò? ïðèìåð? ïèêîâî âðåì? ìîæå ïðîäëèòü? äî ïîëóíî÷è.

îòëè÷è îò ðàäè? ñòàâêè ðåêëàì íà òåëåâèäåíè îïðåäå?þò? íå òîëüêî âðåìåíåì ñóòî? Ñâîþ öåíó èìåå âðåì? íåêîòîðû ïåðåäà÷à (èë äàæå îïðåäåëåííûå ôðàãìåíò ïåðåäà?. Öåíà óñòàíàâëèâàåòñ? èñõî? èç ïîïó?ðíîñòè ïðîãðàìì? ïðèìåð? ðåêëàì? êîòîðà? ïåðåäàåò? ïåðå âå÷åðíèì íîâîñò?ìè, ñòîè äîðîæå îñòàëüíî âå÷åðíåé ðåêëàì? Ìîæí ïðèâåñòè òàêî ïðèìåð: êàæäûé âå÷å ïî 1- ïðîãðàìì ïîëüñêîã òåëåâèäåíè? òå÷åíè íåñêîëüêèõ ìèíó ïåðåäàåò? ïîäðîáíåéøèé òî÷íåéøè ïðîãíî ïîãîäû. Ïîïó?ðíîñòü ýòîé êîðîòåíüêî ïðîãðàìì îãðîìí? ïîýòîì ðåêëàì? êîòîðà? èäåò íåïîñðåäñòâåíí ïåðå ïðîãíîçî? ñòîè íàìíîã äîðîæå.

Ïîïó?ðíîñòü (ðåéòèí? îòäåëüíû ïåðåäà îïðåäå?åò? ïóòå ñîöèîëîãè÷åñêè îïðîñî? êîòîðû ïðîâîä?òñ? åæåíåäåëüí? Îïðîñû äàþò ïðåäñòàâëåíè? êàêî ïðîöåí çðèòåëüñêî àóäèòîðè ñìîòðè òó èë èíóþ ïåðåäà÷ó. ñîæàëåíè? îí ïðîâîä?òñ? òîëüêî äë? öåíòðàëüíû êàíàëî ìàñøòàáà ëèáî âñåé ñòðàíû, ëèáî ñàìû êðóïíû ãîðîäî? âåäü èçâåñòíî, ÷ò íåêîòîðû ïåðåäà÷è, îáùåíàöèîíàëüí? ïîïó?ðíîñòü êîòîðû íåâûñîêà, áûâàþò î÷åí ïîïó?ðí îòäåëüíû ðåãèîíàõ. Îäíàêî ðåøà?, êóäà, êàêó ïåðåäà÷ó ïîìåñòèò ðåêëàì? íóæí èìåò âèäó íå òîëüêî ïîïó?ðíîñòü ïåðåäà÷è (?? ÷èñë çðèòåëåé, ñìîò?ùè èõ), íî ñîñòàâ àóäèòîðè? Ïðîãðàìì? êîòîðó ñìîò? ëþäè âîçðàñòå îò 25 äî 49 ëå? áîëå ïîëåçí äë? ðåêëàìîäàòåëåé, ÷å ïðîãðàìì? ïðåäíàçíà÷åííû ýêîíîìíû ïåíñèîíåðà èë íå èìåþùå äîõîäî ìîëîäåæè.

4. ÏÐÎÄÎËÆÈÒÅËÜÍÎÑÒ ÐÅÊËÀÌÍÎÃÎ ÐÎËÈÊÀ

Ñòàíäàðòíà? ïðîäîëæèòåëüíîñò òåëåðîëèêà - 30 ñåêóíä. çàâèñèìîñò îò öåíîâî ïîëèòèêè ñòóäèè, âðåì? ìîæå ïðîäàâàòüñ? ïî 10, 15,45, 60 èë 65 ñåêóíä. Ïî ìåðå óâåëè÷åí? ñòîèìîñò ðåêëàì ïðåäïðèíèìàòåë âñ ÷àùå ïîêóïàþò âðåì? ïî 15 ñåêóíä. Îäíàêî èìåéòå âèäó; ñòîèìîñò 15 ñåêóíä ìîæå îêàçàòüñ? ëèøü íåìíîãèì ìåíüøå ñòîèìîñò 30 ñåêóíä.

òå÷åíèåì âðåìåí ÑÍ íàâåðí?êà ïðèîáðåòåò áîëüøî ðàñïðîñòðàíåíè òà íàçûâàåì? èíôîðåêëàì (àíãë. infbmerkials). Ýò ðåêëàì ÷àñò èñïîëüçóåò? Àìåðèê ïðåäñòàâ?åò ñîáî ïðîäîëæèòåëüíó? äî 30 ìèíó? ïåðåäà÷ó, íè÷å íå îòëè÷àþùóþ? îò îáû÷íû? êðîì îäíîãî: öåëü åå - ïðîäàò êàêî?ëèáî òîâà? Òàêîãî òèïà ïåðåäà÷è ïåðåäàþò? ïîçäíè âå÷åðî çà íåáîëüøó îïëàòó, êîãä òåëåâèçèîííà? àóäèòîðè? î÷åí îãðàíè÷åíà.

5. ÊÀ ×ÀÑÒ ÏÅÐÅÄÀÂÀÒÜ ÐÅÊËÀÌ

×àñòîò ïåðåäà÷è ðåêëàì çàâèñè îò òîãî, êàêî âðåì? ïð êàêè óñëîâè? îí èäåò ýôèð. Íåñêîëüê ëå íàçà êîìïüþòåðí? ôèðì "Ýéïë" ïåðåäàëà ñâîé ôóòóðèñòè÷åñêè ðîëè ëèøü îäíàæä - âî âðåì? òðàíñë?öè ôèíàëüíîãî ìàò÷ ïî àìåðèêàíñêîì ôóòáîë? êîòîðû Àìåðèê ñìîò? îêîë 14 ìèëëèîíî çðèòåëåé. ðîëèêå ìîëîäà? æåíùèí ìåòàëà ìîëî îãðîìíûé òåëåýêðà èçîáðàæåíèåì "Áîëüøîãî áðàò?. Ðîëè ïðîèçâåë îãðîìíûé ôóðî äîëã îáñóæäàë? - ýò ïîñë îäíîãî-åäèíñòâåííîã ïîêàçà.

Ïðîèçâîäñòâî ðîëèêà ñòîèëî 250 òû? äîëëàðîâ: äåëàëñ? îí Ãîëëèâóä? ïðèâëå÷åíèåì ñàìû òàëàíòëèâû êèíåìàòîãðàôèñòî? ? íàêîíå? åã ïóñòèë ýôèð âî âðåì? ñàìîãî ïðåñòèæíîã ( ïîýòîì ñàìîãî äîðîãîãî) ìàò÷ ãîäà.

Íàâåðí?êà âû íå ìîæåòå ïîçâîëèò ñåáå ïîäîáíîé ðîñêîø? òå íå ìåíå âàøè ñèëà ýôôåêòèâíî âîçäåéñòâîâàòü íà ìåñòíû ðûíî? Áþäæåò òâîð÷åñêèå èäåè - âî ÷ò íóæí äë? ïðîèçâîäñòâà õîðîøè ðîëèêî? áåðóùè íå êîëè÷åñòâî ïîêàçî? êà÷åñòâî âîçäåéñòâè?.

Ýêñïåðòû ÷àùå âñåã ñîâåòóþò ñòðîèò ïåðåäà÷è òà? ÷òîá åæåìåñ?÷í âà ðîëè âèäåëè 150% òåëåçðèòåëåé.

×ò ýò îçíà÷àåò? Ðîëè äîëæåí ïðîéòè òðèæäû íà ïîëîâèíå âñåõ òåëåýêðàíî (3 50% = 150%), èë 6 ðà íà ÷åòâåðòè ýêðàíî (6 25% = 150%), èë 10 ðà íà 15% ýêðàíî ?? - ëþáî êîìáèíàöèè, ñóìì îõâàòûâàþùåé 150% òåëåàóäèòîðè?

Ðàçóìååò?, íà ïðàêòèêå êò?òî óâèäèò âà ðîëè äâàæäû, êò?òî -10 ðà? êò?òî - íè ðàçó. Âñ çàâèñè îò âîëè æåëàíè? çðèòåë?. ÷òîá "äîéò? äî ìàêñèìàëüíîã ÷èñë ïîòåíöèàëüíû êëèåíòîâ, íå çàáûâàéò ðåéòèíãå ïåðåäà? êîòîðû âû ðåêëàìèðóåòåñü, ñîñòàâ òåëåàóäèòîðè?

Êà íà ðàäè? ýôôåêòèâíîñò òåëåðåêëàì ìîæí óâåëè÷èò ïðàâèëüíîé ãðóïïèðîâêîé ïåðåäà? Âìåñòî òîãî, ÷òîá ïåðåäàâàòü ðîëè ðàâíîìåðíî òå÷åíè ìå?öà, âû ìîæåòå ïîêàçàòü âñ çà íåäåëþ èë èñïîëüçîâàòü ïîëîâèíó êóïëåííîãî âðåìåí? ïðîïóñòèòü íåäåëþ èñïîëüçîâàòü îñòàâøåå? .

6. ÍÅÄÎÐÎÃÀ ÐÅÇÓËÜÒÀÒÈÂÍÀß ÐÅÊËÀÌÍÀ ÑÒÐÀÒÅÃÈ

íåêîòîðû ïåðåäà? äàæå åñëè îí íå èç ÷èñë ñàìû ïîïó?ðíûõ, äîâîëüíî áîëüøà? ñîâåðøåííî ëî?ëüíà? àóäèòîðè?. Ýò çíà÷èò: âàøè ðîëèêè áóäó ìíîãîêðàòí ñìîòðåòü îäíè òå æå ëþäè, âîçìîæíî, óìíû ñîçíàòåëüíûå. Õî? ñ÷èòàåòñ?, ÷ò ðåêëàì ëó÷ø âñåã âîçäåéñòâóåò íà íàèâíû? íå îáðåìåíåííûõ èíòåëëåêòî òåëåçðèòåëåé - ýò âñåã ëèøü ðàñïðîñòðàíåííîå çàáëóæäåíè? äåéñòâèòåëüíîñòè îáðàçîâàííûå ïîòðåáèòåë âîñïðèíèìàþò ðåêëàì ëó÷ø?

Öåíû íà ýôèðíî âðåì? òàêè ïåðåäà÷à ÷àñò íåñêîëüê ðà íèæå, ÷å öåíû âî âðåì? âå÷åðíåã ïèêà.

Åñëè âû óñòàíîâèòå, ÷ò âà öåëåâî ðûíî ñìîòðè îäíó èç òàêè ïåðåäà? òî ïîëó÷èòå áîëüøó âûãîäó.

Âî ÷ò ñëåäóå èìåò âèäó ìàëû ñðåäíè ôèðìàì, ðåêëàìèðóþùèìñ? íà òåëåâèäåíè?

? óòðåííèå èíôîðìàöèîííûå ïðîãðàìì ( 6.00 äî 9.00) ñìîòðè îêîë 10% òåëåàóäèòîðè? Öåíà ýôèðíîãî âðåìåí íàìíîã ( 20 ðà? íèæå öåíû âðåìåí âå÷åðíèõ íîâîñò??

? ïåðåäàâàåìûå óòðà ïîâòîð ôèëüìî èë ñåðèàëîâ ñîáèðàþò îáû÷íî 11-15% âñåé òåëåàóäèòîðè? ýòîì ñëó÷àå öåíà âðåìåí íàìíîã íèæå ( 10 ðà?;

? ó÷åáíû ïðîãðàìì ñìîòðè ÷àùå âñåã ìîëîäåæü (äî 17% òåëåàóäèòîðè?. Òîâàðû ìîëîäåæíîã ñïðîñà ëó÷ø âñåã ðåêëàìèðîâàò èìåííî íè? Öåíû - óìåðåííû?

? ïðîãðàìì ïîçäíåãî âå÷åðà (ïîñë 23 ÷àñî? - ôèëüìû èíôîðìàöèîííûå ïåðåäà÷è ñîáèðàþò 3-5% àóäèòîðè? ïðè÷åì î÷åí ñâîåîáðàçíîé: åñëè âà öåëåâî ðûíî - ïðåäñòàâèòåë ñâîáîäíû ïðîôåññè? òî çà íåáîëüøó ïëàò âû ìîæåòå ïðèîáðåñòè î÷åí ìíîã êëèåíòîâ.

Ñàìî òåëåâèäåíè áûñòðî ìå?åò? âñëåäñòâèå ïî?âëåí? êàáåëüíîãî ñïóòíèêîâîãî òåëåâèäåíè?, øèðîêîãî ðàñïðîñòðàíåíè? âèäåîìàãíèòîôîíî? Èçìåíåíè? ìîãó óâåëè÷èâàò âàøè ðåêëàìíû âîçìîæíîñò? ìîãó óìåíüøàò èë äàæå ñâîäèò íóëþ ýôôåêòèâíîñò âàøå ðåêëàì? Åñëè âû ïðèáåãàåòå óñëóãà òåëåâèäåíè?, âíèìàòåëüí ñëåäèò? êàêî íàïðàâëåíè îí ðàçâèâàåòñ?. Íåñîìíåííî, ÷ò âà òåëåâèçèîííû àãåí äîëæåí äåðæàò ðóêó íà ïóëüñå ñîáûòè?

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