Professional Communication

Advertising Media - A3

Discuss the theory, and emerging global trends, in media planning and buying. Identify and evaluate links between effective media planning and buying and overall communication of a marketing objective. Discuss the major participants in the media industry and the roles they play in media planning and buying agencies, advertising agencies and client organizations. Design and develop media campaigns with consideration given to the advertising task, suitability to the advertising message, environment and target audience.

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Table of Contents

DETAILED INSTRUCTION

A. ASSIGNMENT SUMMARY:

In this section, we will revisit the assignment's expectations and the steps necessary to complete the assignment effectively.

 

  1. Assessed criteria:

●      Discuss the theory, and emerging global trends, in media planning and buying.

●      Identify and evaluate links between effective media planning and buying and overall communication of a marketing objective.

●      Discuss the major participants in the media industry and the roles they play in media planning and buying agencies, advertising agencies and client organizations.

●      Design and develop media campaigns with consideration given to the advertising task, suitability to the advertising message, environment and target audience.

  1. Assignment details:

●      Requirement: develop a comprehensive media plan that addresses the Client brief (of Assessment 2)

●      Format: a pitch deck representing a media plan for a 20-minute presentation

●      Objective:

-        The client brief has already been introduced to you in the previous assignment.

-        You need to implement the media plan model given in the assignment brief.

●      Assignment structure (suggested by the assignment):

-        Product category and consumer analysis

-        Media Channel Recommendations based on your analysis

-        Draft creative concepts, if needed (do not allocate media budget for this)

-        Media strategy rationale

-        Detailed media plan (using this template Download this template)

-        Flighting and weighting recommendations

-        Estimated audience reach and frequency, if available.

-        Budget splits and allocation by channel

 

B. KEYWORD EXPLANATION:

 

Term

Definition

IMC tools

An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other (source: Business Dictionary 2016).

Factors influencing consumers

Consumer decision making process

Goal - objective - strategy - tactic

●      A goal is a broad primary outcome

●      An objective is a measurable step you take to achieve a strategy

●      A strategy is the approach you take to achieve a goal

●      A tactic is a tool you use in pursuing an objective associated with a strategy

Types of objectives (W3)

●      Marketing obj: specific to the total Marketing Department’s function across multiple disciplines (brand health, brand switching, trial, etc.)

●      Communication obj: one piece of the marketing pie that involves getting the word out concerning a brand, product, or its services (inform, persuade, remind, reinforce, compare, etc.)

Customer journey

 

C. DETAILED OUTLINE:

In this step, we will discuss in detail each component and its requirements within the assignment.

For this assignment, the VieOn media plan will serve as an example through which important points are elaborated. You can visit it on the RMIT Showcase website.

  1. OVERVIEW:

Treat this as a background chapter which every listener ought to know before hearing what you have to offer in terms of your media plan. Therefore, you must be able to establish basic knowledge surrounding the brand, the product, the category and the market as key assets. Afterward, it is expected of the team to identify possible problems and also opportunities related to the communications field - the areas in which the media plan seeks to improve or rectify. Most of the clues within this part have already been proposed in the client brief, your task now is to expand on those factors.

●      Product category (1-3 slides): For this segment, you’ll need to pinpoint the key statistics and facts regarding the category your product belongs to. This is to portray a general perspective on how the category is performing, its tendencies and the public’s taste. Here is a couple of points you can research regarding this notion:

-        Social media content/Marketing direction: As you can see in the example, they’ve acknowledged that the category possesses similar traits, from the fact that they’ve designed their products to suit the Vietnamese taste to the notion of content personalization.

 

 

 

 

 

-        Category statistics: This area pertains to the distinctive product category, so you’ll have to research key figures and facts related to the category itself. For example, TV channels, watch hours, watch frequencies, types of broadcasted content, and more are all important areas to look into. You are also required to maneuver between different research sites (Statista, Kantar Worldpanel, Euromonitor, etc.) and keywords (broadcast, television, news, advertisements, etc.) in order to locate information that rings true to what you want to feature in the slide.

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