When making an advert for Television, it is important for the maker to access a range of commercial information. This information should enable them to make the most effective ad and broadcast it to the target audience economically.
Rate Cards
A rate card is a document containing prices and descriptions for the various ad placement options available from a media outlet. See the example from ITV below:
Like the rack rate at a hotel, this is generally the maximum price that one may pay. Most advertising buyers will pay significantly less than this, receiving discounts due to volume, a desire to sell unused space, or other factors.
Advertisers’ Information Packs
An information pack is issued by the company or organisation commissioning an advert. It provides the advertising professionals with all of the information required to plan the advertising campaign and market it.
It may contain promotional material and associated information about a firm, product or service, circulation data, audience statistics, ratecards, insertion dates, publication dates etc. It is also known as a media pack.
Advertising Research Agencies
These are specialised market research companies providing studies and surveys about broadcast media, including television programming, TV ads, TV networks and TV ratings. They are used to inform the advertising professionals about customer responses to the product or service. This information can then be used to target a specific demographic using an established technique.
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