BSBADV507B Develop a Media Plan Assessment 2 Sample Assignment

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.

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.

1. Evaluation of Media for advertising campaign

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! 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.

3. Competitor advertising strategies

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:

5. Survey outcome details

1. Highest reach

According to

1. Most effective media vehicles

The Facebook (Social media)

1. Combination of media vehicle appear to be most effective

The combination of TV, newspaper,

1. Other factors that have impacted on the effectiveness of the media vehicles

According to the responses of the survey,

1. 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 

6. Rationale for media vehicle selection and legal and ethical requirements

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.
• Frequencyrefers to the number of times an individual is exposed to your ad.
• Relevancyis 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

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

1. Testing schedule

2. Media budget

Media category and budget

References

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