Report of Media Requirements
Eywa is an Australian-owned company which produces natural chemical-free skin and body care products
The purpose of this report is to identify media requirements for Eywa to plan media advertising
The scope of the report is identifying the target audience, detailed customer profile, relevant market factors to be considered, creative and media implications, merchandising requirements, legal and voluntary constraints and available budget.
2. The target audience
The primary target audience will consist of female professionals and wives of professionals, aged
3. Customer profile
4. Market factors
The skincare market comprises of cosmetic and medical products. Cosmetic products involve enhancing beauty while medical products are concerned with resolving skin-related ailments such as rashes.
5. Creative and media implications
The objectives of the advertising campaign are to successfully promote the launch of the Earthsprite skin care range, create brand awareness for the Earthsprite products, and differentiate the brand from its many competitors.
Key advertising message
The following points will be included in the advertising message:
6. Merchandising requirements
Merchandising is the arrangement of products in a physical or online store to maximize sales. The objective of merchandising is to close the sale after advertising campaigns bring customers into the store.
Enhancing the Appeal
The first impression is usually the most important one, which is why window displays in brick-and-mortar stores and landing-page layouts in e-commerce stores are so important.
and illuminates the merchandise, especially during peak holiday selling seasons.
The type of store usually dictates the floor and shelf layout. Retailers may often move items to the front of the shelves to avoid giving the impression of not having enough items on stock. Retail managers may use the sales-per-square-foot metric, which is the ratio of sales to total shelf and floor display space, to assess the effectiveness of a merchandising strategy and make the necessary adjustments.
E-commerce stores should have a simple layout and an effective search tool for customers to browse through the store effortlessly.
End caps, which are the ends of store shelves, and power islands, which are free-standing
7. Relevant local, national or international legislation or standards for media use
Legislation and Regulation
The following legislation, regulations or codes of practice directly affect the ‘Get in touch with your dark side’ campaign:
Facts to consider in local, national or international legislation or standards for media use
Advertisers must also have evidence available to back up claims they make.
That children are not likely to understand exaggerated statements or images, citing the example that children may believe a toy helicopter to come fully assembled when in fact assembly is required.
Different countries look differently on the advertising of vice products and services, striking
Advertising tactics present additional ethical challenges. Advertisers have a range of less-
The mandatory standard for ingredients labelling on cosmetics came into effect on 31 October 1993 and was last amended 23 May 2008. It covers labelling for cosmetics.
Under the mandatory standard, cosmetic products are substances or preparations intended for placement in contact with any external part of the body, including the mouth and teeth, for the purpose of:
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:
The budget for this promotion is $5 million.
Student Workbook, 2011, BSBADV507B Develop a media plan, Innovations and Business Industry Council, Australia
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