Assessment 2 BSBADV507B Develop A Media Plan B Done

ASSESSMENT

STUDENT DETAILS
Student Name

Student ID No.

Group No.

Date of submission

ASSESSMENT DETAILS
Unit Code BSBADV507B
Unit Name/Title
Develop a media plan
Assessment Task No
2
Assessment Name/Title
Select the media vehicles and determine a media schedule

Qualification
Advanced Diploma of Marketing

ASSESSOR DETAILS
Assessor Name

Table of Contents

Report – Selection of Media Vehicles and Media Schedules 3
Introduction 3
The target audience 3
Customer profile 3
Available budget 3
1. Evaluation of Media for advertising campaign 4
2. Available media vehicles 4
3. Competitor advertising strategies 5
4. Survey 6
5. Survey outcome details 6
6. Rationale for media vehicle selection and legal and ethical requirements 7
7. Mock-up of the reach and frequency 8
8. Media schedule for six month period 9
9. Testing schedule 11
10. Media budget 12
11. Alternative media schedule 13
References 14

Report – Selection of Media Vehicles and Media Schedules
Introduction
Eywa is an Australian-owned company which produces natural chemical-free skin and body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties. These ingredients are derived from over 70 different plant and flower species including a few rare plants found in the Amazon rainforest.
The purpose of this report is to select media vehicles appropriate to the defined media requirements for a product or service and determine a media schedule.
The scope of the report is the comparison of identified media vehicle alternatives and evaluation of new or alternative media vehicles, statement of suitability of the selected media vehicles for the target audience, development of media schedule and alternative media schedules and testing schedule.
The target audience
The primary target audience will consist of female professionals and wives of professionals, aged 25–54. Roughly half of this group will be married with combined annual household incomes of approximately $150,000. They will be from various racial backgrounds. They live in inner city or suburban areas.
Customer profile
Beauty conscious women who are interested in looking after their well-being using holistic approaches to health take high care of their skin a major priority.
Live an active life, occupying them with any combination of work, study, raising children, staying fit and healthy, and socialising.
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.
1. Evaluation of Media for advertising campaign
Media
Advantages
Disadvantages
Television
Ease of buying products and in reach of all.
Disabled advertisements in TV set up boxes
Radio
Reaches the all demographics.
Younger demographics are not keen.
Newspaper
Reaches older demographics.
Younger demographics not keen.
Magazine
Reaches all demographics.
Weekly subscription restricts information.
Billboards

Visible in certain areas
Cannot totally rely upon.
Social media
Younger Demographics more focus.
Older demographics not involved.
Cinema
Both demographics are focused.
Advertisement are disregarded by most.
2. 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! and 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.
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.
3. Competitor advertising strategies

Competitor
TV
Radio
Press
Online
Website
Social
Media
Email
SMS
Jurlique
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Cetaphil
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The Body Shop
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L’Occitane
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Aesop
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Clinique
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Sukin
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4. Survey

A sample of 10 people were surveyed using the specific survey (assessment appendix) and the survey revealed the following results
The purchase of a skin care products after exposing to which media advertisement resulted as follows:
Media
Responses
1. Word of mouth
0
2. TV advertisement
3
3. Newspaper/magazine advertisement
1
4. Radio advertisement
1
5. Online advertisement
1
6. Website
1
7. Facebook
3
8. Email
0
9. SMS
0
Total
10

5. Survey outcome details
a. Highest reach
According to the survey the highest reach is tied between TV and social media that is Facebook.
b. Most effective media vehicles
The Facebook (Social media) although had a higher impact still tied with the TV in the survey.
c. Combination of media vehicle appear to be most effective
The combination of TV, newspaper, word of mouth, radio, social media are effective in reaching the specific demographics but TV and Facebook had the most impact.
d. Other factors that have impacted on the effectiveness of the media vehicles
According to the responses of the survey, Facebook with the particular social circle using the skin care product the response grew and with TV the advertisement with information about the skin care product clicked.
e. Selection of media vehicles
Considering the results of the survey, the following media vehicles will be selected for the advertising campaign along with the stated advertising strength

Media
Media vehicles
Percentage
1. Broadcast
TV
Channel 7
Channel 9
Channel 10
SBS
ABC
10
10
5
5
0
2. Print
New idea magazine
Women’s weekly magazine
5
10
3. Social media

Facebook
Twitter
25
10
4. Website

10
5. Online advertisement

10

6. Rationale for media vehicle selection and legal and ethical requirements
Media selected
Justification
Legal and ethical requirements
1. Broadcast TV
High reach, frequency and relevance to the target audience
Free TV Australia code of practice Broadcasting (Amendment) Act 2007.

2. Print
Magazines
Loyal readership
Longer shelf life
Highly targeted
Tells a story in a picture
Newspaper Libel and Registration Act 1881.
3. Social media Facebook & twitter
Increased reach and frequency
Less expensive
Influential among groups
No Legal requirements yet.
4. Website
Most measurable
Engaged audience
No Legal requirements yet.
5. Online advertisement
Flexible—can change ads on the fly
On-demand, interactive medium

7. Mock-up of the reach and frequency
In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period. Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see or hear the ad or commercial. Reach may be stated either as an absolute number, or as a fraction of a given population (for instance 'TV households ', 'Wemen ' or 'those aged 20–55 ').
The reason this multi-channel approach works is best explained through the concepts of reach and frequency. To make work well, it 's important to understand the relevancy of a medium to the target audience, too.
Reach refers to the total number of people “in the audience” for your advertisement.
Frequency refers to the number of times an individual is exposed to your ad.
Relevancy is exactly what it implies—how relevant your ad is to an individual at the time and in the context that he or she is exposed to it.
Reach indicates the size of the unduplicated audience. When considering reach, it’s important to remember that an individual viewing or being exposed to an advertisement more than once does not increase its reach, but rather frequency.
Frequency is how many times an individual is exposed to your ad in any medium. Frequency can be attained through repetition of ads during the campaign run dates, and/or by rotating advertisements between media types.
Relevancy -If content is King, then relevancy is Queen. These days consumers have choices—what media to consume, when and how to buy their goods. Before the buy, they can go online and research a product or service, from reading up on corporate messaging to accessing customer reviews. People won’t spend time with an ad if it’s not relevant to them—demographically, contextually, behaviourally, temporally.

Reach, frequency and relevancy
Media

Reach
Frequency
Relevancy
TV
Highest reach
Highest frequency
Attentive audience
Promotes brand personality
Portrays real-life situations
Combined audio and visual enhances effectiveness
Radio
Increased reach
Increased frequency
Sounds increases recall
Production done by radio station
“In the Moment” medium
Targets audience with active lifestyle
Flexible—can change ads on the fly
Geographic focus
Print
Increased reach
Law frequency
Loyal readership
Longer shelf life
Highly targeted
Tells a story in a picture
Online
Increased reach
Increased frequency
Increased reach and frequency
Less expensive
Flexible—can change ads on the fly
On-demand, interactive medium
Most measurable
Engaged audience

The cost of an advertisement or a schedule of ads is often based on CPM (Cost per Thousand), a standard measurement that helps you gauge the potential reach of an advertisement or series of ads—before spending any of the budget.
In the advertising world, CPM refers to the cost of one thousand impressions of an advertisement. CPM gives marketers a way not only to compare the cost of ads when planning a campaign, but also to measure the value of an entire campaign, even one that employs a variety of media to deliver its message.
To calculate the CPM of a single advertisement, take the cost of an ad and divide it by the total audience, then divide that by one thousand: cost/(audience/1,000)=CPM. If an ad costs $2,000 and the total audience is 120,000 people, the CPM would be $16.67: 2,000/ (120,000/1,000)=$16.67.
For Iywa, the TV advertisement at peak time costs $2000 and has the reach of 7 million women countrywide, the CPM will be around $0.30 cents.

8. Media schedule for six month period

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
Women 's Day

Women 's Weekly

Women 's Health

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
Social media
Facebook

Twitter

Youtube

Digital/online
Campaign microsite development

in-store promotions

direct e-mail

Facebook/Twitter banner ads

Other online advertising

1. Testing 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
Women 's Day

Women 's Weekly

Women 's Health

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
Social media
Facebook

Twitter

Youtube

Digital/online
Campaign microsite development

in-store promotions

direct e-mail

Facebook/Twitter banner ads

Other online advertising

2. Media budget
Media category and budget
TV
Cost (AUD$)
Channel 7
25,000
Channel 9
22,000
Channel 10
22,000

Print

Women 's Day
10,000
Women 's Weekly
7,000
Women 's Health
5,500

Social media

Facebook
9,000
Twitter
3,000
Youtube
2,000

Digital/online

Campaign microsite development
10,000
in-store promotions
17,000
direct e-mail
2,000
Facebook/Twitter banner ads
10,000
Other online advertising
10,000

Total
154,500

3. Alternative 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

Radio

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

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

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