CW2 Advertising Media Plan Response from agency
Contents
Introduction 2
1.0 UK Media Environment Analysis 2
2.0 Media Consumption Habits of Over 35-years-old Men 3
2.1 Magazine 4
2.2 Newspaper 4
2.3 Radio 5
2.4 TV 5
2.5 Socail Media 6
3.0 A4 Press Advertisement 7
3.1 Advertisement on TV 7
3.2 Advertisement on Magazines 8
3.3 Advertisement on Newspapers 8
3.4 Social Media 9
4.0 Media Plan 9
5.0 Media Schedule 10
6.0 Control 11
Appendix 1 12
Appendix 2 16
Appendix 3 17
List of References 18
Introduction
In this report we answer the key questions:
How does the current UK media environment as it applies to the market?
What are people’s media consumption habits?
How to draft A4 press advertisement?
What creative message will be produce on the media?
How the same creative message will be reproduced to run as an advertising campaign on social media?
What are media plan?
How to create media schedule?
How to control the campaign?
1.0 UK Media Environment Analysis
With the development of internet, the British are gradually changing media environment (Scolari, 2012). According to the figure of Warc Expenditure Report (2011), it was shown that only the proportion of internet advertising was growing year by year. By 2010, the Internet has shared 26% of total advertising expenditure (Figure 1). It also was found in figure 1 that traditional media such as newspapers, magazines, television had a decreasing trend from 2005 to 2010, 0% of 5-year growth rate was on television and outdoor, 5-year growth rate of magazines and newspapers were respectively 11% and 8%. Mitel (2009) data was shown that 70% of UK adults are now online, among them, the majority having home broadband. Internet users are more likely to browse the internet every day (85%) than watch TV (75%). In this situation, revenues from radio advertising were down 8.5% in 2008, while TV was down 4.9%, causing both markets to decline (Mintel, 2009).
Although printed media is in decline and electronic media is up, there are 80% of British adults reading a local
Introduction 2
1.0 UK Media Environment Analysis 2
2.0 Media Consumption Habits of Over 35-years-old Men 3
2.1 Magazine 4
2.2 Newspaper 4
2.3 Radio 5
2.4 TV 5
2.5 Socail Media 6
3.0 A4 Press Advertisement 7
3.1 Advertisement on TV 7
3.2 Advertisement on Magazines 8
3.3 Advertisement on Newspapers 8
3.4 Social Media 9
4.0 Media Plan 9
5.0 Media Schedule 10
6.0 Control 11
Appendix 1 12
Appendix 2 16
Appendix 3 17
List of References 18
Introduction
In this report we answer the key questions:
How does the current UK media environment as it applies to the market?
What are people’s media consumption habits?
How to draft A4 press advertisement?
What creative message will be produce on the media?
How the same creative message will be reproduced to run as an advertising campaign on social media?
What are media plan?
How to create media schedule?
How to control the campaign?
1.0 UK Media Environment Analysis
With the development of internet, the British are gradually changing media environment (Scolari, 2012). According to the figure of Warc Expenditure Report (2011), it was shown that only the proportion of internet advertising was growing year by year. By 2010, the Internet has shared 26% of total advertising expenditure (Figure 1). It also was found in figure 1 that traditional media such as newspapers, magazines, television had a decreasing trend from 2005 to 2010, 0% of 5-year growth rate was on television and outdoor, 5-year growth rate of magazines and newspapers were respectively 11% and 8%. Mitel (2009) data was shown that 70% of UK adults are now online, among them, the majority having home broadband. Internet users are more likely to browse the internet every day (85%) than watch TV (75%). In this situation, revenues from radio advertising were down 8.5% in 2008, while TV was down 4.9%, causing both markets to decline (Mintel, 2009).
Although printed media is in decline and electronic media is up, there are 80% of British adults reading a local
References: Audi.com, available from http://www.audi.com/index.html Davidson, A., (2013), Lecture for Pre-sessional English Course @ Coventry University Mutum, D., (2013), Social Media Lecture @ Coventry University Mintel, (2009), ‘In-home Media Consumption – UK’, available from http://academic.mintel.com/display/395920/ Mintel, (2011), ‘Marketing to Men-UK’, available from http://academic.mintel.com/display/565049/ Mintel, (2011), ‘Paid-For vs Free - Consumer Attitudes to Pricing in Media and Music - UK’, available from http://academic.mintel.com/display/480755/ Mintel, (2011), ‘Social Media and Networking - UK’, available from http://academic.mintel.com/display/545141/ National Readership survey (2013), available from: http://www.nrs.co.uk Ofcom, (2013), ‘News consumption in the UK’, available from Scolari, C. A., (2012), ‘Media Ecology: Exploring the Metaphor to Expand the Theory.’ Communication Theory, Vol. 22 (2), 204 (22)