Printable Category Definitions
Categories
Division I – Distributors
A. Acquisition and Upgrade Marketing: Consumer marketing
communications designed to acquire new or upgrade
current customers. Includes promotions for advanced
products, such as DVR, HDTV service, On Demand, cable
phone, HSI or the bundle; or marketing for any other new
products or service features.
This marketing will be vignette-based and/or have a
narrative approach, as opposed to marketing that is
exclusively and directly focused on selling product
attributes and price (see Category I: Traditional Direct
Response Marketing).
Retail outlet displays and events should be entered in
this category, as one of the tactics of a multimedia
campaign.
Loyalty and other retention marketing should be entered
in Category E: Customer Relations Marketing.
The following media apply:
01. Multimedia
Campaign
06. TV Spot or Promo
13. Digital Media
18. Direct Mail or Print or OOH
B. Brand Image and Positioning: Consumer marketing
communications designed to define, launch, build
awareness, or change perception of the corporate brand.
Loyalty and other retention marketing should be entered
in Category E: Customer Relations Marketing.
The following media apply:
01. Multimedia
Campaign
06. TV Spot or Promo
13. Digital Media
C. Business Services: Business-to-business marketing
communications designed to promote cable services to the
commercial sector. Services may include, but are not
limited to, high speed Internet and cable phone.
The following media apply:
01. Multimedia
Campaign
06. TV Spot or Promo
13. Digital Media
24. Experiential Marketing or Events
D. Competitive Marketing: Consumer marketing
communications that are specifically developed to
promote the cable company’s unique competitive
differentiators and/or respond directly to competitor
claims, with the goal of acquiring or retaining
customers. The marketing must include either implicit or
explicit references to the cable company’s comparative
position against the competition. However, mention of a
competitor’s name is not required.
The following media apply:
01. Multimedia
Campaign
06. TV Spot or Promo
18. Direct Mail or Print or OOH
E. Customer Relations Marketing: Marketing
communications specially created to build product
awareness and promote usage through customer education.
Examples include, but are not limited to,
video-on-demand content, tutorials, programming for
local-origination (LO) channels, Web video, live
demonstrations and local events. Also includes customer
loyalty and retention marketing.
The following media apply:
01. Multimedia
Campaign
13. Digital Media
18. Direct Mail or Print or OOH
23. TV Spot or Promo or Other Video
24. Experiential Marketing or Events
F. Multicultural Marketing: Consumer marketing
communications targeted to a specific ethnic or
multicultural segment, designed to build the corporate
brand, develop product awareness, acquire new or upgrade
current customers to a new service, within the target
segment.
The following media apply:
01. Multimedia
Campaign
06.
TV Spot or Promo
13. Digital Media
18. Direct Mail or Print or OOH
G. Partnership Marketing: Marketing designed to satisfy
the business goals of the cable company, done in
partnership with another company, such as a cable
network or other outside non-profit or for-profit
organization.
This marketing may or may not also integrate the goals
of one or more internal functions, such as marketing,
communications, community relations, public affairs, or
ad sales.
Note: Partners should communicate with one another,
regarding who is entering the work to ensure that
duplicate entries are not submitted.
The following media apply:
01. Multimedia
Campaign
H. Shoestring Marketing: Consumer marketing
communication that successfully accomplishes the goals
on a small “shoestring” budget, relying on innovation
and creativity. Your marketing summary must include
justification as to why this work demonstrates doing
more with less. (Include in Situation Analysis).
The following media apply:
01. Multimedia
Campaign
25. Single Medium
I. Traditional Direct Response Marketing: Consumer
marketing communications specifically designed to
solicit and close a sale of a cable company product or
service. All information necessary for prospective buyer
to make the purchase decision and complete the
transaction is provided in the advertising. Media must
include a product description, price and the direct
response mechanism (i.e. 1-800 number, Web site, etc.).
Results must be reported in this category, even though
these are single medium entries (non-multimedia
campaigns). Success of this marketing is measured by
level of response, sales, conversion and yield, and
results are a must.
This marketing focuses exclusively and directly on
selling product attributes and price, and should not be
vignette-based or have a narrative approach (see
Category A: Acquisition and Upgrade Marketing). In
addition, it is not designed for brand awareness (see
Category B: Brand Image and Positioning).
The following media apply:
06. TV Spot or Promo (Non Multimedia Campaign)
13. Digital Media (Non Multimedia Campaign)
18. Direct Mail or Print or OOH (Non Multimedia
Campaign)
Division II - Networks and Content Providers
A. Affiliate Marketing: Business-to-business
marketing communications designed to educate, inform or
motivate current or new cable company affiliates about
network activities, such as programming, promotions,
local events, sweepstakes and digital media (On Demand,
HDTV).
IMPORTANT! This
is a B2B category and it’s only the B2B materials that
are being judged. Marketing materials intended to be
used by the affiliate to market network content directly
to the consumer should be entered in Category B:
Brand Image and Positioning, E: Partnership with
Affiliates or I:
Program Promotion and Tune-In as
appropriate.
The following media apply:
01. Multimedia Campaign
13. Digital Media
16. Kit
17. Direct Mail or Print
19. Premium
20. Video
24. Experiential Marketing or Events
B. Brand Image and Positioning: Consumer
marketing communications designed to define or launch
the network brand, build awareness or influence
perception. The focus of this marketing should not be to
drive tune-in or promote a specific program, and should
not include specific date and time messaging.
The following media apply:
01. Multimedia Campaign
06. TV Spot or Promo
11. Interstitial
13. Digital Media
18. Direct Mail or Print or OOH
24. Experiential Marketing or Events
C. Multicultural or Alternative Audience
Development: Consumer
marketing communications uniquely designed to define the
network or promote programming to a specific
multicultural or alternative demographic that is outside
the defined core audience of the network or the program.
Networks fully programmed for a minority or
multicultural audience should not enter their marketing
or promotions in this category, but rather in the
appropriate consumer marketing category, such as Category
B: Brand Image and Positioning or I:
Program Promotion and Tune-In.
For example, promotions marketing from Telemundo to
the network’s core Hispanic viewership should be entered
in Category
I: Program Promotion and Tune-In, not
in C:
Multicultural or Alternative Audience Development.
The following media apply:
01. Multimedia Campaign
06. TV Spot or Promo
13. Digital Media
D. National Ad Sales Marketing: Business-to-business
marketing communications designed to promote the network
to national advertising clients, sponsors or their
agency representatives.
Upfront presentation video may be entered here.
The following media apply:
01. Multimedia Campaign
25. Single Medium
E. Partnership with Affiliates: Marketing
designed to satisfy the business goals of the network in
partnership with a cable affiliate at the system,
division, region or corporate level.
This marketing may or may not also include outside
partners, such as non-profit or for-profit organization,
but must include a cable affiliate.
Network affiliate marketing and partnership with
affiliates entries must feature work done with or for
cable company affiliates only. Work
done with telco and satellite distributors will not be
accepted.
Marketing executed with a non-profit or for-profit
organization only should
be entered in Category
F: Partnership with Non-Profit Organizations or G:
Partnership with Other For-Profit Organizations
TV spots entered in this category must be produced with
the programming and MSO messaging fully integrated.
Donut or taggable spots will not be accepted.
Note: Partners should communicate with
one another, regarding who is entering the work to
ensure that duplicate entries are not submitted.
The following media apply:
01. Multimedia Campaign
27. Integrated TV Spot
F. Partnership with Non-Profit Organizations: Marketing
designed to satisfy the business goals of the network in
partnership with an outside non-profit organization.
This marketing must not include a cable affiliate
partner (See Category
E: Partnership with Affiliates.)
The following media apply:
01. Multimedia Campaign
13. Digital Media
23. TV Spot or Promo or Other Video
24. Experiential Marketing or Events
G. Partnership with Other For-Profit
Organizations: Marketing
designed to satisfy the business goals of the network in
partnership with a for-profit organization. Partnerships
with other content providers or networks also fit this
category. Work done with telco and satellite
distributors will not be
accepted.
This marketing must not include a cable affiliate
partner (See Category
E: Partnership with Affiliates.)
The following media apply:
01. Multimedia Campaign
13. Digital Media
23. TV Spot or Promo or Other Video
24. Experiential Marketing or Events
H. Press Communications: Strategic
communications designed to secure earned media coverage
of key network business priorities, with the ultimate
goal of improving consumer brand awareness or network
perception, and/or supporting new content launches,
tune-in promotions or other consumer marketing
initiatives.
Press kits, video and/or other media designed for the
cable portion of the Television Critics Association
(TCA) Tours may be entered here.
EMMY “For Your Consideration” advertising is not
considered appropriate for this competition, as it is
targeted to voting members of the TV Academy, which is
not restricted to entertainment press.
The following media apply:
01. Multimedia Campaign
13. Digital Media
16. Kit
19. Premium
20. Video
24. Experiential Marketing or Events
I. Program Promotion and Tune-In: Consumer
marketing communications designed to promote or drive
tune-in to programming. May include date and time
messaging, but not required.
In this category, some of the media is further
segmented by whether a Single Program or Multiple
Programs are featured in the promotion.
Promotions of a "Single Program" must feature a:
-
Single episode in a series or miniseries
-
Concert
-
Nonfiction/Reality
-
Movie
-
Special event
Promotions of "Multiple Programs" must feature:
-
Full series or miniseries
-
A series premiere or finale
-
Launch of a new season
-
Nonfiction/Reality, concerts, movies or
special events promoted as a series or
block
-
Any other programming promoted as a
themed series or block
The following media apply:
02. Multimedia Campaign (2-3 Media) for Single Program
03. Multimedia Campaign (4-5 Media) for Single Program
04. Multimedia Campaign (2-3 Media) for Multiple
Programs
05. Multimedia Campaign (4-5 Media) for Multiple
Programs
07. TV Spot (Single Promo) for Single Program
08. TV Spots (Multiple Promos) for Single Program
09. TV Spot (Single Promo) for Multiple Programs
10. TV Spots (Multiple Promos) for Multiple Programs
11. Interstitial
12. Online Ads (e.g. display, banner, skyscraper and
other rich media)
14. Websites and Microsites
15. Any Other Digital Media (e.g. podcasts, viral
videos, games, mobile, ezines, webisodes, blogs, vlogs
and social media)
17. Direct Mail or Print
21. Out of Home
24. Experiential Marketing or Events
J. Promotion of Non-Linear Products: Consumer
marketing communications designed to drive viewers to
network non-linear, alternative, and/or emerging digital
media content, such as program Web sites; On Demand,
Broadband, HDTV, interactive or mobile content; online
games or other types of digital media content.
Work done with telco and satellite distributors
will not be accepted.
The following media apply:
01. Multimedia Campaign
13. Digital Media
22. Direct Mail or Print or Premium
26. TV Spot or Promo or Interstitial
K. Shoestring Marketing: Consumer
marketing communication that successfully accomplishes
the goals on a small “shoestring” budget, relying on
innovation and creativity. Your marketing summary must
include justification as to why this work demonstrates
doing more with less. (Include in Situation
Analysis.)
The following media apply:
01. Multimedia Campaign
25. Single Medium
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