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Media Planning
Assignment 1 Media Strategy and Plan
Media Strategy and Plan to be presented in two parts
Part A completed!
Well done
Part B due Week 13 Friday 28th October
Introduction
Media Objectives
Media research (possible media for campaign) and recommendations
Media strategy
Media budget
Media schedule
Briefly outline the key insights of your market and product analysis
Give details about your target audience
Demographics
Psychographics
Media imperatives
Any other relevant details
Clearly detail the Consumer insights that will form the basis of your campaign (if you didn't include them in Part A then you must develop some for Part B)
You provide a concise summary of the Market, Product and Target Audience Analysis which shows a high level of analysis and research.
You identify the key insights from Part A and analysis how these insights will influence this media plan.
You detail the media imperatives
You justify your recommendations using several sources of research
What does your media plan need to achieve
Include TA, Reach and Frequency Objectives
Must be supportive of Advertising and Marketing objectives
What the CRA says for Media Objectives
Media objectives for this campaign are clearly outlined and give provide a sound basis for the media plan and linked to marketing and advertising objectives.
List the Target Audience media imperatives and usage as indentified in Part A
What media should be considered for the campaign?
What are the advantages and disadvantages of using this media (don't just use the textbook) but tell a story relevant to your product
What needs to be considered when using each media (is it a credible source of information, are the deadlines very long, is it a good way to reach specific target audiences etc etc)
You would be expected to consider 4-5 media in this section (they may not be all used in the strategy)
You make recommendations on which media should be used in the strategy
You demonstrate a research strategy using a wide range of sources for information.
You present the various media options available (at least 4) and evaluate their effectiveness in reaching your target market and give consideration to the product, the creative message and the time and budget limitations.
You suggest methods to maximize the impact of using each media which are creative and innovative. You list the advantages and disadvantages of using each media.
You make final recommendations for the media plan, suggest specific media vehicles and provide justification. Recommendations are creative and innovative.
How are we going to meet our media objectives
Be creative
Be original
Remember your Target Audience insights – how does your strategy use them?
Remember your target audience – how can we best reach them, when they are most receptive to the message?#p#分页标题#e#
Outline coverage areas, schedule options and other considerations important to the media plan
The media strategy clearly articulates the big picture of how and when the target market will be reached.
The strategy is innovative and shows evidence of thinking outside the square and is supportive of the creative approach and budget limitations. The strategy is linked to support the previous findings.
You outline the coverage area and its implications and consider media and academic research to recommend a reach versus frequency strategy.
You provide an evaluation plan to assess media effectiveness.
How is the budget allocated?
Where is the money being spent?
What areas?
What media?
Why?
Use charts and graphs to help illustrate your findings
Justify your decisions...
You devise an itemized media budget that is accurately costed and clearly presented.
You offer supporting explanation that justifies the cost.
Using the media template supplied on Blackboard you present a thorough and easily read media schedule
Dates and costs for the ads must be included
We will go through the process of putting together a media schedule in lectures towards the end of term
This schedule is to be submitted as an excel file which is uploaded on Blackboard in addition to your Power point slides
Your media schedule looks professional and is inviting to read. It contains no errors and clearly sets out the media choice and timing.
It provides a rationale for its development.
Make sure that your presentation has a logical flow and that you utilise the tools of Power point to make it visually appealing and easy to read
Check spelling and references
This is not a theoretical paper but if you do reference any data or information you must cite it correctly and include a reference list at the end of the slides
Make sure that you include your name on both your powerpoint submission and also your excel schedule submission
Your report looks professional.
You organize content clearly and concisely and make no technical errors.
Your arguments flow logically and are supported by strong justification.
You draw from relevant research to justify your recommendations.
You correctly use APA referencing.
It is worth 25% of your assessment
It is to be uploaded via the Blackboard link
Don't leave submission until 11.30pm and expect it to download straight away
It is your responsibility to ensure that your assignment has been successfully uploaded
IF IN DOUBT EMAIL YOUR TUTOR YOUR REPORT AFTER YOU HAVE SUBMITTED IT ON BLACKBOARD
Your marks will be penalised 10% for each day for late submission.
Maximum of 20 slides should be enough for this report plus your excel media schedule
Maximum of 1500 words (but you don't need to use this many)
I need to start marking these the weekend after they are submitted so the link for submission will come down on the Saturday or Sunday. #p#分页标题#e#媒体学战略计划assignment-Media Planning-Assignment Media Strategy a
If you are submitting it late you will need to email your assignment to your tutor directly
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