Kuwonetsera TV kuti Nyamulani Mtundu

Kutulutsa pa TV

Kukoka makasitomala atsopano ndikusintha chithunzi chonse ndizovuta kwa otsatsa. Ndikutulutsa komwe kumagawika komanso zosokoneza pakuwunika mosiyanasiyana, ndizovuta kuti muzolowere zofuna za ogula ndi meseji yolunjika. Otsatsa omwe akukumana ndi vutoli nthawi zambiri amatembenukira kwa "kuponyera kukhoma kuti awone ngati ingagwire" njira, m'malo mwa njira yomwe angaganizire mozama.

Chimodzi mwa njirayi chiyenera kuphatikizaponso zotsatsa pa TV, zomwe zikupitilira kudzilungamitsa ngati sing'anga yomwe ingagulitse malonda ndikupatsa mbiri yabwino. TV imakhalabe yofunikira ngakhale munthawi zogawana izi, ndipo otsatsa anzeru akutembenukira ku TV kuti akwaniritse zolinga zingapo.

Kutanthauzira "Kukweza Brand"

Pamutu wankhaniyi, "kukweza chizindikiro" ndikuwonjezeka kwamomwe omvera amaonera kampani komanso momwe amaganizira kangapo - "kukakamira." Kufunika kwa kukweza uku ndikofunikira pamitundu yambiri, makamaka opanga nyumba ndi makampani ena omwe amapanga mizere yolumikizana. Otsatsa m'makampani awa amafunikira chitsimikiziro kuti ntchito zokopa sikuti zikungolimbikitsa kugulitsa kwa "Product XYZ" komanso kupatsa omvera malingaliro abwino pamtundu womwewo komanso zinthu zake zina. Otsatsa akamakulitsa chidwi chawo ndi zida zazitsulo pakuchulukitsa kwamalonda kwa chinthu chimodzi, atha kudziwa bwino ROI yowona ndi zotsatira za kampeni. Ndipo atakhala ndi chidziwitsochi atha kusintha makonzedwe amtsogolo ndi magwiridwe antchito kuti awonjezere mayendedwe amakampani.

Kuchulukitsa Kugwiritsa Ntchito Brand Lift Metric

Pomwe amagwiritsidwa ntchito mwachizolowezi mu TV, "kukweza ma brand" tsopano kulowerera makanema apa digito. Nielsen posachedwapa yakhazikitsa Digital Brand Effect yomwe imayesa "kukweza pamizere pamiyeso yoyika" yomwe malinga ndi kampaniyo imapereka malipoti osasunthika pakukhazikitsa zotsatsa malinga ndi magwiridwe antchito. Aleck Schleider adalemba Kubwereranso ku Zoyambira: Chifukwa Chiyani Kuyesa Kwama Brand Sikudzatha Mafashoni kuti:

Mumsika wamasiku ano, kupeza wogula kuti agule kena kake sikophweka, koma nthawi zambiri zimangoyamba ndikudziwitsa anthu za malonda, omwe - pamapeto pake kudzera pafupipafupi komanso kutumizirana mameseji - amayendetsa.

Akuwonjezera mfundo yoti kuzindikira mtundu uyenera kukhala cholinga chachikulu ndikukhala woyendetsa pambuyo pake wogula.

Otsatsa amayenera kusintha makanema opanga TV kuti aziphatikizira zotsatsa zonse, pomwe uthengawo umafotokoza zaubwino / phindu / ukapolo / kukhulupirika kwa chizindikirocho komanso phindu lake pazogulitsa. Makamaka kwa otsatsa omwe amagulitsa zinthu zambiri, sayenera kungoyang'ana pamzere umodzi osakambirananso za lingaliro lamalonda.

Kuyambitsa TV

Chovuta ndikuti ma metric amalumikizidwa ndi malingaliro ndi malingaliro a omvera. Ikuwunikanso zolinga ndi malingaliro, mwachitsanzo, momwe kasitomala angakhalire wololeza malonda ake kwa ena, ndipo izi zimakhudza bwanji malonda athunthu ndi kugulitsa kwachindunji. TV imagwira ntchito pano chifukwa ndiye njira yabwino yosunthira malonda amtundu umodzi ndikupanga kukweza konsekonse. Otsatsa nthawi zonse amakhala ndi ntchito yotsatsa malonda kudzera munjira zonse, ndipo TV imapereka njira yothetsera mawayilesi kudzera pazomwe zikutsimikiziridwa komanso kutsatsa malonda.

Makampeni apakatikati pa TV okhala ndi luso lamphamvu komanso logwira mtima komanso zosakanikirana moyenera atolankhani atha kufika kutali. Sizingakhudze zinthu zotsatsa komanso zimapangitsa chidwi pazinthu zomwe sizikuwonetsedwa pakukopa kapena kufalitsa nkhani ndipo zimangodalira zoyeserera.

Mwakutero, ogula akuyankha pazopanga za chinthu chimodzi chomwe chidayikidwa kwa ogulitsa ena. George Leon, Wachiwiri kwa Wachiwiri kwa Media ndi Account Management ku Hawthorne Direct, ali ndi ogulitsa pamalonda pazogulitsa zonse.

Chodabwitsachi chikutsimikizira kufunikira kwakapangidwe kakang'ono komanso kutumizirana mameseji komwe kumapereka chizindikirocho mwamphamvu komanso modalirika. Otsatsa amayenera kuyesa kuyesa kwa A / B pogwiritsa ntchito zopangira zinthu poyerekeza ndi kukakamiza kwakukulu ndikufanizira zotsatira moyenera.

Chitsanzo Chenicheni Chotsatsa Lapadziko Lonse

Ganizirani za mzere wazinthu zamagetsi zomwe zidakhazikitsidwa ku Lowe's, The Home Depot, ndi Menards. Pakuyeza kwa kampeni pamalonda ogulitsa, tiyerekeze kuti inali ndi 8: 1 yofanana chiŵerengero cha zofalitsa (MER) ndi zogulitsa mu kampeni zinali ndi mayunitsi opitilira 350 pa Target Ratings Point. Komanso, kukweza kwa malonda pazinthu zomwe sizinapangidwe pakupanga kunakwera ndi ma 200+ owonjezera pa TRP. Mwakutero, TRP imatanthauzidwa kuti 1 peresenti ya omvera omwe akufuna kutsata (osati omvera onse) omwe amafikiridwa ndi otsatsa, ndipo ndi metric yomwe imatithandizira kumvetsetsa zomwe zimachitika kutsatsa pa TV. Mwachitsanzo, pali zotsitsimutsa pazinthu zomwe sizotsatsa zomwe zimachitika pamakampeni a TV omwe amachitidwa bwino.

Pamene otsatsa akupitiliza kukonzekera njira zawo zapa 2017, sayenera kunyalanyaza makanema apa TV. Ngakhale njira zamavidiyo zama digito ndizofunikira kwambiri kwa ogwiritsa ntchito mafoni, zotsatsa za TV zomwe zili ndi makanema oyenera komanso pafupipafupi zimatha kuyendetsa ndikugulitsa mtunduwo.

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