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BSBADV507B Develop a media plan

Unit Code	        BSBADV507B
Unit Name/Title 	Develop a media plan
Assessment Task No	3
Assessment Name/Title	Produce a media plan
Qualification	        Advanced Diploma of Marketing
Angad Australian Institute of Technology

Introduction

Eywa is an Australian-owned company which produces natural chemical-free skin and body care products containing

The purpose of this report is

The scope of the report is

The target audience

The primary target audience will consist of female professionals and wives of professionals, aged 25–54.

Customer profile

Beauty conscious women who are interested in looking after their well-being using holistic approaches to health

Searching for a skin care regime based on natural products which won’t harm their body or the environment.

Looking for natural skin care products which are good value for money and will leave their skin looking radiant and help fight aging

Available budget

The budget for this promotion is $5 million.

Situation analysis

Marketing analysis

Advertising analysis

Evaluation of Media for advertising campaign

Media

Advantages

Disadvantages

Television

Radio

Newspaper

Magazine

Billboards

Social media

·

Cinema

·

·

Legislation and Regulation

The following legislation, regulations or codes of practice directly affect the ‘Get in touch with your dark side’ campaign:

  • Competition and Consumer Act 2010
  • Australia New Zealand Food Standards Code
  • The Code of Practice on Nutrient Claims in Food Labels and in Advertisements 1995
  • Australian Association of National Advertisers (AANA) Food and Beverages Advertising and Marketing Communications Code
  • Internet Advertising Networks of Australia (IANA) Code of Conduct
  • Broadcasting Services Act 1992.

Eywa’ ‘Get in touch with your dark side’ advertising campaign will be compliant with the above legislation and Codes of practice in the following ways:

  • Eywa will not engage in conduct that is misleading or deceptive or is likely to mislead or deceive
  • Eywa will not make any false health claims regarding food content or the ingredients in its products
  • Eywa will ensure that the label on the packaging of all the products referred to in its advertisement applies include a nutrition information panel
  • Eywa will use all reasonable endeavours not to include on the its website or campaign microsite those types of content forbidden by the IANA Code of Conduct
  • Eywa will not knowingly violate any applicable laws or regulations with regards to its website or advertising campaign microsite
  • Eywa will respect the licence conditions stipulated by the Broadcasting Services Act regarding the number, type and content of ads in C periods, bans advertising in P periods, and C and P programs.

Available media vehicles

Broadcast Vehicles

Television vehicles include networks such as ABC, Cannel 7, Channel 9, Channel 10, SBS and FOX. Typically, small businesses can't advertise on the national network, but they often advertise on local network affiliate stations. You can also choose from hundreds of more niche cable networks, such as Lifetime, E! or CNN. Radio is often more practical for small businesses. You normally have an array of vehicles in a local market that have various formats, such as pop music, country music and talk shows.

Print Vehicles

Newspapers are another prominent small-business class because of relatively low ad costs. Community newspapers can reach a local audience. Many small businesses also have access to state or regional publications. Magazines aren't quite as accessible for local companies. However, some regions have local magazines that offer entertainment, community events and themed topics. Even a local magazine ad can cost a few thousand dollars, but magazine vehicles normally reach a very niche audience.

Digital Vehicles and Others

The other major traditional media class is online, or digital/interactive. This class includes thousands of online vehicles, a

Billboards

A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas.

The largest standard-size billboards, known as Bulletins, are located primarily on major highways, expressway

viewed principally by residents and commuter traffic, with some pedestrian exposure.

Media strategy

Media selected

Justification

Legal and ethical requirements

1. Broadcast

TV

2. Print

Magazines

3. Social media

Facebook & twitter

4. Website

5. Online advertisement

Media Schedule

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

5

12

19

26

5

12

19

26

2

9

16

23

30

4

14

23

30

4

14

23

29

4

14

23

29

TV

Channel 7

Channel 9

Channel 10

Press

Wemen weekly

JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

5

12

19

26

5

12

19

26

2

9

16

23

30

4

14

23

30

4

14

23

29

4

14

23

29

Media budget

TV

Cost (AUD$)

Mini-movie commercial Production

Channel 10

Channel 7

Radio

FoxFM

2DayFM

B105

SAFM

92.9

Print

Women's Day

Women's Weekly

Women's Health

The Age

Sydney Morning Herald

The Brisbane Times

The Advertiser

The West Australian

Digital/online

Campaign microsite development

in-store promotions

direct e-mail

Facebook/Twitter banner ads

Other online advertising

Total

Campaign evaluation strategy

Objective

Evaluation

To exceed company growth targets in the next 12 months

Examining sales results on a monthly basis

To achieve 1 million hits to the Eywa‘Get in touch with your dark side’ microsite by the end of the campaign

Checking the hit counter on the website at the end of each month

To receive at least 500,000 responses to our campaign emails by the end of the campaign

Checking the number of email responses at the end of each month

To optimise the penetration of target customer groups and markets

Conducting surveys and focus groups with a focus group of our target market at the beginning and end of our campaign

To increase brand awareness of Dark Decadence by 10% amongst the target market within one year

Conducting monthly customer surveys to measure incremental increases in brand awareness over the 12 month period

Inform existing Dark Decadence customers of new additions to the product range

Conducting in-store surveys to measure the increasing product awareness amongst existing customers.

Persuade at least 30% of potential customers emailed to make a Dark Decadence purchase

Asking customers at the point sale where they found out about the Dark Decadence range of products.

Persuade at least 15% of our main competitor’s customer base to switch to our brand

Conducting in-store surveys to establish how many customers have switched brands

The media plan will be reviewed at the end of each month using the measures specified above. The media plan will be adjusted accordingly throughout the campaign period.

References

Student Workbook, 2011, BSBADV507B Develop a media plan, Innovations and Business Industry Council, Australia

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