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ADVERTISING

Advertising Guide

BROADCAST
ADVERTISING SALES

An advertiser can place an advertisement through a direct contract with KOBACO or through an advertising agency.

ADVERTISER→AD AGENCY→KOBACO→BROADCATER

The details are as follows:

01 Consultation → 02 Preparation of broadcast advertising materials → 03 Purchase of broadcast advertising → 04 Broadcasting & Monitoring → 05 Payment

01 Consultation for broadcast advertising

After meeting with your assigned advertising consultant, an effective media plan for your products and services . will be established, based on consumer lifestyle analysis and a variety of media data, after meeting with n. Other information needed such as program schedules and price tables of broadcasters is also provided.

02 Preparation of broadcast advertising materials (CF)

Once advertising materials are produced, they are required to pass the review of the Korea Broadcasters Association before airing.

03 Purchase of broadcast advertising

There are various ways to buy broadcast advertising: up-front, regular, temporary, etc. You can select the right ones for your campaign through consultations with assigned advertising consultant.

04 Broadcasting and monitoring

The advertisement is broadcast according to your specifications and the purchase agreement, . iIts execution is monitored by a computer system. If the advertisement is aired more or less than the planned amount due to a sudden change of schedule or other circumstances, final advertising fees can be changed.

05 Broadcasting and monitoring

If an advertiser has purchased advertising through an advertising agency, the advertiser can make the payment according to the method decided with the agency.
(If an advertiser has purchased advertising directly from KOBACO, payment is required prior to transmission.)

Types of Advertising

KOBACO has performed various kinds of research projects, which are arguably the essential assets for broadcast advertising sales, so as to develop diverse marketing solutions that can be applied to areas from the production to the placement of an advertisement. KAI, MCR and PEI are representative cases of such research.

CM, Time Signal Ad, Broadcast Program, CM, Scheduled Notice, Station Break Ad, Broad-caster ID Notice, Sponsor Title, CM

  • Program Ad(CM) : the advertisements of the sponsors of a program that are aired before and after the program
  • Station Break Ad (SB) :advertisements between programs
  • Subtitle Ad : advertising subtitles that appear on the lower part of the screen during schedule notices and broadcaster identification notices.
  • Time Signal Ad : advertisements that are aired with time signals
  • Product Placement(PPL)* : advertising of a product by placing it as a prop in a broadcast program to get exposure
  • Virtual Ad* : advertising by adding virtual image into a broadcast program through computer graphics.
  • Advertising within programs

Sales Formats

KOBACO offers various options to buy advertising including Up-front, Preemption, PIB Designation so that our clients may maximize the efficiency of their media purchases.

Up-front

A long-term advertising package for more than six months. One can buy a package in March or September, and the broadcasting of the purchased advertising starts in April or October respectively.

Regular

Sales of the remaining inventory after up-front sales by month(1~5 months)

GRPs Guarantee

This is a program for those who buy the regular option to guarantee the gross rating point (GRP), which is agreed on by an advertiser and KOBACO, for the duration of the contract.
(Compensation Program for Spot Alteration)

Remnant Inventory

Sales of the remaining inventory after regular options have been exercised for a term shorter than one month.

Preemption

Sales of previously designated programs ads and SBs to the highest bidder on a monthly basis at 80% of the standard price or higher

Designation of Position in Break

An advertiser can designate the slot in which the ad airs with a fee (per month) which is 10% or more of the standard price.

* The format of sales may be different for each media.

Pricing

Please contact our KOBACO sales teams for detailed rates and pricing options.