Abstract:

In addition to the various research and specific consumer and audience studies carried out by the agency, it is possible to adopt a method of analysis and research that is of use in television planning. This paper will show how media planners can obtain basic information that will help them to identify the best strategies for each single campaign by providing an accurate and comprehensive analysis of the advertising transmitted by national and network television in Italy. For the best estimate of the results of each campaign together with its impact on the potential consumer and television audience and in order to estimate the "visibility" of our campaign, we ideally need: - not only the figures pertaining to our direct competitors - but also those on the total TV advertising Specifically we need: - to assess the advertising pressure of each TV campaign and each specific target - to calculate the effective days and months of different campaigns - to rank the campaigns on the basis of GRP numbers in order to discover where our campaign is or, presumably, will be placed - to grade the campaigns according to their advertising presence and pressure.