The Big Fat Marketing Blog

Let’s begin to think about other mass channels and the current thinking applied there - let’s start with the oldest and most famous traditional mass channel - the good ole’ TV commercial!

It’s certainly been a round a long time, and when used properly, it’s certainly a great component to any integrated marketing campaign.  I say this, of course, taking into consideration that a brand is working with substantial dollars, and not in a situation in which it’s working with slashed budgets. Sound familiar?

When working on a TV spot - whether a 15-, 30- or 60-second spot — the tried-and-true media planning and buying methodology will break down the cost of the spot into a few quantifiable buckets.  How many buckets exactly?  Lets just say that it’s about 3 to 5 separate buckets, not counting the cost for ideation.

We’re talking about the mechanics of the spot itself. (Please note that I am not a media buyer so I’m applying a beginner’s perspective to this process. I apologize in advance.) There’s the pre-production costs and all the advance work needed to kick-start the production. Site and talent scouting, procurement, scheduling, troubleshooting, etc….there’s a bunch of money set aside for these kinds of things. more

Let’s begin to think about other mass channels and the current thinking applied there - let’s start with the oldest and most famous traditional mass channel - the good ole’ TV commercial!

It’s certainly been a round a long time, and when used properly, it’s certainly a great component to any integrated marketing campaign.  I say this, of course, taking into consideration that a brand is working with substantial dollars, and not in a situation in which it’s working with slashed budgets. Sound familiar?

When working on a TV spot - whether a 15-, 30- or 60-second spot — the tried-and-true media planning and buying methodology will break down the cost of the spot into a few quantifiable buckets.  How many buckets exactly?  Lets just say that it’s about 3 to 5 separate buckets, not counting the cost for ideation.

We’re talking about the mechanics of the spot itself. (Please note that I am not a media buyer so I’m applying a beginner’s perspective to this process. I apologize in advance.) There’s the pre-production costs and all the advance work needed to kick-start the production. Site and talent scouting, procurement, scheduling, troubleshooting, etc….there’s a bunch of money set aside for these kinds of things. more