There was once a good old time when an advertiser could simply put an ad in a newspaper or a jingle on radio, and sit back content. Well, as Mr. Harrison said, all things must pass. And those days surely have. Television took over in a whirlwind, and not only did it take over, it provided unprecedented opportunities for visual advertising. And just when advertisers had started to figure out how best to make use of this particular medium, consumers were bombarded with a host of radio stations, giving the concept of choice a new dimension. How then is an advertiser supposed to plan a campaign in this overdose of choice? What do we do when consumers start ignoring our ads, or worse, switching between channels and stations?
As an advertiser, one’s chances look bleak, don’t they? But before you get all depressed about the situation, let us tell you that’s there's hope. There are companies in the marketplace such as TAM whose aim is to simplify the lives of advertisers and media planners alike by providing them with relevant information that can be used for more targeted and hence more effective advertising. And that’s where you come in. How would you use TAM and RAM to generate higher awareness for advertisers? Read on!
MICANVAS and TAM present ‘Media Metrix’, an event requires you to submit a paper answering the following two questions:
1. How should an ADVERTISER/MEDIA PLANNER use TAM and RAM data to build higher visibility/awareness for an FMCG/durable sector brand in a competitive category environment?
2. How should a RADIO and or a TV Broadcaster use TAM and RAM data to build higher viewership/ listenership levels for a new program launch in any ONE of the genres given below?:
· GEC
· Music
· Movies
· Sports
· Kids
· Infotainment
Interested? The first step is, of course, the registration. All interested teams will first be required to register by sending an email with their names, university name and contact details to mediametrix.micanvas@gmail.com by 11:59 PM on the 16th of October 2009.
Media Metrix will be conducted over two stages. Stage I is an online submission. The participants (in teams not exceeding 2 members each) need to send in a paper no more than 3000 words in length answering the above mentioned questions. The entries must reach mediamatrix.micanvas@gmail.com by 11:59 PM on the 20th of October 2009.
The results for Stage I will be announced on the 24th of October and the six best teams will be invited to the MICA campus to make their presentations to a panel of judges from TAM as part of Stage II. Based on these presentations, the two winning teams will be announced.
What’s in it for you? The winner takes away Rs. 20000 and runner-up gets Rs. 10000. As they say, it’s time to set the ball rolling!
For more about the event, click here.
For any queries, feel free to contact:
Kanika Gupta+91 9998337468
kanika8@micamail.in
Kunj Sanghvi
+91 9558816596
kunj8@micamail.in
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