Text & media

MODULE 1-TV VIEWING LANDSCAPE 

1.1 TV Audience Measurement  

About TAM Ireland 

How TV Measurement works 

Some definitions to get you started 


1.2 The Viewing Landscape  

The importance of being market orientated in our planning 

The age of TV and why it has never been a better time for viewers 

The facts about TV viewing 

Understanding the whole picture of our viewing habits 


1.3 The need states that drive us 

What the need states are and how we found out about them 

The 8 different need states and what they mean 

Need states by platform  


MODULE 2-ADVERTISING 


2.1 The Changing Advertising Landscape  

Video Ad Viewing 

Pricing – CPTs, inflation, TV v online video pricing 

Total Video Planning, cost effective reach, building incremental reach, reaching lighter viewers. 


2.2 Attention to Advertising 

Visual Attention 

Low Attention Processing 

 

2.3 Multi-Screening 

Attention V Viewability  

Positives of multi-screening  


MODULE 3-EFFECTIVENESS 

3.1 The Five Fundamentals of Effectiveness  (Guest presenter Karen Hand - Strategy and Research) 

a.    The five fundamentals of effectiveness 

b.    The focus on growing mental availability 

c.    Why fame and emotion are such powerful advertising tools  


3.2 How Media Drives Effectiveness 

Diminishing returns 

Media & brand building & activation 

Fulfilment media Vs Demand Generation 

Media Multiplier effects 

Media Risk 

The case for paid for media 


MODULE 4- UNLOCKING EFFECTIVENESS 

4.1 Understanding TV’s Effectiveness 

Implicit signaling 

Wastage 


4.2 The Role of Creativity (Guest presenter Rory Hamilton - Boys and Girls) 

What does great creativity look like? 

Why creativity matters 

Creative drivers of effectiveness 

How to make creative more memorable 


4.3 How to measure effectiveness (Guest presenter Matthew Chappell – Gain Theory) 

How to create, access and conduct a marketing effectiveness programme 

The 9 golden rules of measurement 


MODULE 5- THE STRATEGIC USE OF TV 

5.1 The many roles of TV advertising 

Delivering a response 

Improving brand strength 

Change perception 

Change behaviour  


5.2 How the role of TV differs by category and life stage 

How the role of TV differs by advertising sector 

How the role of TV differs by brand life stage and business size 

Different categories on TV 

Biggest investors on TV 


MODULE 6- TV PLANNING AND BUYING 

6.1 The fundamentals of TV Planning and Buying 

How TV is bought and sold: Supply and Demand, trading models.  

Media maths 

TV’s infrastructure 


6.2 Buying 

Negotiations 

How discount works 

Buying considerations 


 6.3 Campaign Analysis 

Analysing campaign results 

Benchmarking performance 


MODULE 7-THE NUTS AND BOLTS OF TV PLANNING  

7.1 Audience Selection 

Identifying your audience 

Understanding their TV viewing habits 

Planning across the whole of TV 


7.2 Buying the right audience 


7.3 Execution Considerations 

Time lengths 

Airtime laydown 

Deciding on coverage and frequency levels 


7.4 Ad Placement 

When to place your ad 

Contextual considerations 


MODULE 8-DIFFERENT PARTERSHIP OPPORTUNITIES 

8.1 Partnerships 

8.2 Different types of TV partnerships 

Benefits of TV Partnerships 

8.3 Partnerships-How to do it well 

8.4 Best in class partnership examples (Guest presenters RTÉ, Virgin Media Television) 


MODULE 9-ADVANCED TV ADVERTISING 

9.1 What is advanced TV? 

An overview of advanced TV 

How to access advanced TV (BVOD and Adsmart) 


9.2 The advanced TV toolkit 

Extending cost effective reach 

Geographical targeting 

Custom build audiences 

Matching customer data 

Creative examples 


9.3 Advanced TV Measurement 

Measurement challenges 

BVOD Planning Tool 

 9.4 Advanced TV Buying (Guest presenters – Sky Media Ireland, 4 Sales, RTE Media Sales, Virgin Media Solutions) 

Buying advanced TV 

How to access advanced TV solutions on RTE, Virgin Media, Sky C4 and TG4 

Connected TV Marketplace