Professional Communication

Advertising Media - A3 (Template Version)

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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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



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:

 

  • Product category (1-3 slides)

  • 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. 

  • Key trends, values and features: Here, you’ll want to outline what the industry currently offers to consumers and customers. Benefits is a field where you should have a look at, while standout features is another. 

  • Communication gaps (2-3 slides)

Example: As you can see in the slides below, the team have identified that the USP is not stressed enough in the messages and advertisements put out by VieOn, hindering the appeal of their products despite it being persuasive. This is a problem/gap that needs to be addressed in the upcoming media plan.

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