Develop a media plan
TASK 1: Define media requirements
Assessment description - You are required to define the media requirements for a media plan based on the information given in the advertising brief provided in Appendices of this Assessment Task. Write a report to address each of the following:
- identify the target audience
- a detailed customer profile
- relevant market factors to be considered
- creative and media implications
- merchandising requirements
- legal and voluntary constraints
- Available budget.
Procedure/Instructions
1. Read the advertising brief provided in the Appendices of this Assessment Task.
2. Identify the characteristics of the target audience from the advertising brief.
3. Prepare a detailed consumer profile.
4. Analyse market factors to determine the reach and frequency required for each of the advertising media suggested in the brief. Consider the following factors:
a. level of involvement
b. product usage and life cycle
c. advertising message characteristics
d. product characteristics
e. competitive situation
f. media environment.
5. Write a paragraph on the creative requirements of the advertising message and the media implications, taking the available budget into consideration.
6. Outline the product or service merchandising requirements.
7. Identify any relevant local, national or international legislation or standards that you may need to consider.
Trainer will also provide further explanations on the above instructions in the class which will clearly outline all requirements in more detail and simplistic way according to your understanding level. You may also request your trainer for additional information and may seek help with summarising of all instructions if required.
Submission specifications
You must submit a report that clearly outlines all of the elements listed above. You may wish to use the following headings:
- identifying the target audience
- detailed customer profile
- relevant market factors to be considered
- creative and media implications
- merchandising requirements
- legal and voluntary constraints
- available budget.
Task 2: Select the media vehicles and determine a media schedule
Assessment description
Using the media brief provided in the Appendices of Assessment Task 1 and the media requirements you identified in Assessment Task 1, you are required to select appropriate media vehicles and create a media schedule.
In developing your media schedule and budget you will need to:
select media vehicles available for you to use for advertising
weigh-up the relative merits of your identified media vehicles, taking any past media performance into account
evaluate or test at least one new/'alternative' media vehicle against proven vehicles
ensure that the selected media vehicles meet legal and ethical requirements
calculate the desired reach and frequency of your selected media
clearly outline the number, size/length and placement of each advertisement over a six-month period
ensure the that the schedule meets the requirements of the advertising brief in relation to the:
- duration and timing of the media
- Distribution of messages over the six-month period.
ensure the schedule can be delivered within budget
develop an alternative media schedule for the advertiser
determine a testing schedule for the campaign and document how this can be continually modified in accordance with the results obtained
Clearly outline the budget required to successfully complete your media plan.
Procedure/Instructions -
1. Identify the media you will use for your advertising campaign. Evaluate the various media vehicles suggested in the Advertising brief. You may use media vehicles not listed in the brief as long as you can justify your choice.
2. Explain your rationale for using the media vehicles you suggested above in terms of your customer profile, the pros and cons of each media vehicle and associated budgetary requirements.
3. The following brands (your competition) have all been advertised using both proven media vehicles (print, broadcast etc.) and new media vehicles such as the internet and social media.
a. Jurlique
b. Cetaphil
c. The Body Shop
d. L'Occitane
e. Aesop
f. Clinique
g. Sukin
4. Survey at least ten female friends, colleagues or family members using the questionnaire provided in the Appendix of this Assessment Task. Ask each female which brands they have heard of. Then ask them to fill out one survey for each one of those brands.
5. Calculate the number of people surveyed who were exposed to each media vehicle. For each media vehicle, calculate the number of people surveyed who were convinced to buy a product from that brand. Write a brief report evaluating the media vehicles used to advertise the brands listed above. Your report must consider:
a. Which media vehicles achieved the highest reach based on the results of the survey?
b. Which media vehicles appear to be the most effective based on the results of the survey?
c. Which combinations of media vehicles appear to be the most effective?
d. Any other factors that appear to have impacted on the effectiveness of the media vehicles used to advertise the brands (length or size of advertisement, scheduling etc.)
e. Having considered the results of the survey, confirm the selection of your media vehicles
6. Provide reasons that justify how the media vehicles you have selected meet legal and ethical requirements.
7. Calculate a mockup of the desired reach and frequency of the advertisement based on media vehicle chosen for the six-month period.
8. Create a media schedule that includes the following information for:
a. the duration and timing of each media
b. the distribution of messages over the six-month advertising period.
9. Develop a testing schedule for the media plan and describe how the media plan could be continually modified in accordance with results obtained from the testing.
10. Prepare a budget summary to outline total costs for the three-month campaign.
11. Develop an alternative media schedule that would also work with the same budget.
12. Present the schedules (original plus alternative) in the form of a short report.
Submission specifications
You must submit a report that clearly outlines all of the steps you took to select media vehicles and determine a media schedule. You may use the following headings:
- Comparison of identified media vehicle alternatives
- Evaluation of new or alternative media vehicles
- Suitability of the selected media vehicles for the target audience
- Media schedule
- Alternative media schedules
- Testing schedule.
Your report must address all of the requirements listed in the procedure above.
Task 3: Produce a media plan - written report and presentation
Assessment description
Design and develop a full media plan. The media plan must include, the information in the reports you prepared for Assessment Tasks 1 and 2.
The media plan should be between 20 and 30 pages in length. You should use this plan, as well as the associated media budget and media schedule, as a guide for your media plan. You may use a different format, but ensure that all the key information is covered.
- Consolidate and make any necessary adjustments to your reports in response to the feedback provided by your assessor from Assessment Tasks 1 and 2.
- Design and develop a media plan in the given template or you can use your own template.
- Identify which effectiveness measures you will use to evaluate the media plan.
Procedure /Instructions
1. Review the Advertising brief provided in Assessment Task 1.
2. Review the media plan in the Assessment Task Appendices, and use this as a template for your own media plan, alternatively you may have access to another media plan from your own workplace, create your own from scratch.
3. Create a media plan which defines and addresses the media requirements of the advertising brief and provides evidence to support each requirement. Ensure that the media plan contains the following sections:
a. executive summary (an overview of what the report will cover)
b. situation analysis (marketing analysis, advertising analysis)
c. media strategy (which media vehicles will you use for each target audience, as well as associated creative and communication considerations)
d. media scheduling (allocations/distribution considerations and budget restrictions of your selected media)
e. campaign evaluation strategy (statement of advertising goals in terms of measurable results, evaluation measures and contingencies for media schedule adjustments).
4. Present your media plan to the class.
Trainer will also provide further explanations on the above instructions in the class which will clearly outline all requirements in more detail and simplistic way according to your understanding level. You may also request your trainer for additional information and may seek help with summarizing of all instructions if required.
Submission specifications
You must submit a report and deliver a presentation that clearly outlines all of the elements of how to produce a media plan.
Your assessor will be looking for evidence of:
- the communication skills necessary to consult on the media schedule
- the evaluation skills to compare and weigh-up advantages of one medium over another, and to match media vehicle characteristics with media requirements
- the literacy skills needed to interpret the characteristics of different media and to match them to the requirements of the advertising brief
- data analysis and matching techniques
- an explanation of the legal and ethical requirements relating to the advertising industry
- a demonstrated understanding of the organisation's products and services
- an appreciation of the organisation's budget and resource constraints
- a demonstrated understanding of the principles and characteristics of advertising media, types of media and advertising strategies
- a knowledge of key provisions of relevant legislation, codes of practice and national standards, from all levels of government that affect business operations.
- terms for describing media audiences
Attachment:- Assignment Files.zip