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 H: Traditional Direct
Response Marketing).
Retail outlet displays and events should be entered in
this category, as one of the tactics of a campaign.
Loyalty and other retention marketing should be entered
in Category E: Customer Relations Marketing.
The following media apply:
01.
Campaign
06. TV Spot/Promo
13. Digital Media
18. Direct Mail/Print/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.
Campaign
06. TV Spot/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.
Campaign
06. TV Spot/Promo
13. Digital Media
24. Experiential Marketing/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. Campaign
06. TV Spot/Promo
18. Direct Mail/Print/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. Campaign
13. Digital Media
18. Direct Mail/Print/OOH
23. TV Spot/Promo/Other Video
24. Experiential Marketing/Events
F. 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. Campaign
G. 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.
Campaign
06.
TV Spot/Promo
13. Digital Media
18. Direct Mail/Print/OOH
H. 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 media entries (non-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/Promo (Non Campaign)
13. Digital Media (Non Campaign)
18. Direct Mail/Print/OOH (Non Campaign)
I. 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.
Campaign
25. Single Media
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,
D.
Partnership with Affiliates or G: Program Promotion and
Tune-In as appropriate.
The following media apply:
01.
Campaign
13. Digital Media
16.
Kit
17. Direct Mail/Print
19. Premium
20. Video
24. Experiential Marketing/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.
Campaign
06.
TV Spot/Promo
11. Interstitial
13. Digital Media
18. Direct Mail/Print/OOH
24. Experiential Marketing/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
G: Program
Promotion and Tune-In.
For example, promotions marketing from Telemundo to the
network’s core Hispanic viewership should be entered in
Category G: Program Promotion and Tune-In, not in C.
Multicultural or Alternative Audience Development.
The following media apply:
01.
Campaign
06.
TV Spot/Promo
13. Digital Media
D. 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.
Marketing executed with a non-profit or for-profit
organization only should be entered in Category E:
Partnership with Outside Organizations.
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. Campaign
E. Partnership with Outside Organizations: Marketing
designed to satisfy the business goals of the network in
partnership with outside non-profit or for-profit
organizations.
This marketing must not include a cable affiliate
partner (See Category D: Partnership with Affiliates.)
The following media apply:
01. Campaign
13. Digital Media
23. TV Spot/Promo/Other Video
24. Experiential Marketing/Events
F. 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.
Campaign
13. Digital Media
16.
Kit
20. Video
24. Experiential Marketing/Events
G. 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:
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. Campaign (2-3 Media) for Single Program
03. Campaign (4-5 Media) for Single Program
04. Campaign (2-3 Media) for Multiple Programs
05. Campaign (4-5 Media) for Multiple Programs
07. TV Spot (Single Promo) for Single Program
08. TV Spot (Multiple Promos) for Single Program
09. TV Spot (Single Promo) for Multiple Programs
10. TV Spot (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/Print
21. Out of Home
24. Experiential Marketing/Events
H. 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.
The following media apply:
01.
Campaign
13. Digital Media
22. Direct Mail/Print/Premium
26.
TV Spot/Promo/Interstitial
I. 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.
Campaign
25. Single Media
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