1. Identify the media you will use for your advertising campaign.

Evaluate the various media vehicles suggested in the Advertising

brief. You may use media vehicles not listed in the brief as long as
you can justify your choice.
Answer
A business to deliver advertising messages to its target audience.
The first step is to pick a suitable media class, that is, a general
category of media, like radio, television, the Internet, newspapers
or magazines. This is followed by selection of the right media
vehicle, such as a specific radio station, television channel, online
website or print publication. The aim is to reach the target
consumer group and receive a good response to the advertising
messages from the group.
Broadcast Vehicles: Television vehicles include networks
such as ABC, NBC, CBS 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, along with mobile communication
opportunities. Other supportive media options include billboards,
directories, buses and benches. Many metro communities offer
vehicle options within each of these categories. These supportive
media are usually used to reinforce messages that are delivered
through broader mass media. Billboards are relatively expensive,
but they allow small companies to reach wide local marketplaces

2. Explain your rationale for using the media vehicles you

suggested above in terms of your customer profile, the pros and
cons of each media vehicle and associated budgetary
requirements.
Answer
Broadcast Vehicles: Radio and Television Advertising
Advertising on Radio is probably not the first
thing that comes to mind when you are thinking of ways to
advertise your business. Especially in these days of social media
and Facebook fan pages, radio might seem old-school. But radio
can be an important part of your media strategy. To do it right, you
need to know the pros and cons.
Pros 1. You can target your advertising to a specific audience. Different
radio stations have different formats, from news/talk to oldies to
rock. Decide who you are trying to reach (teenagers, families, urban
men, suburban moms), and then choose the radio format that
reaches your audience.
2. A 30-second ad on radio is often less expensive than a 30-
second TV ad and easier to produce.
3. Radio ads can be produced very quickly, unlike television ads.
And unlike magazine print ads, you do not have to wait for the next
issue to come out.
Cons 1. While a reader can cut out your print ad and save it for later use,
a radio ad is very ephemeral, playing over the radio for a minute or
less.
2. Morning and evening commutes are key times when many
businesses want their ads to run, and there are only so many spots
to go around. This can drive up the cost for those choice time slots.
3. Radio can often be background noise. You will need to run your
ad more than a few times in order for it to make an impact.
Tips
If you decide to go with radio advertising, there are a few things
that will help make it more effective.
Radio ads engage listeners by constructing a 30- or 60-
second story, keeping the product or service being sold at the
forefront throughout, covering all the key points in an efficient and
entertaining way and finishing with a call to action such as a
phone number. If you will be writing the ad yourself, make sure to
use informal language and write the way you talk. The proper
pacing is also important; trying to cram too much into your ad will
only make you seem pushy. Include the proper pauses, just as if
you were speaking to the customers directly.
Remember that people listening to your ad are probably
doing something else at the same time, like driving in their cars or
doing household chores. For this reason, repeat key information
such as your company name and the name of the product or
service you’re selling. Let them know the call to action is coming
(Have a pen or pencil handy?), and then repeat your phone
number or Web address at least three times.
The music and tone of the ad should also fit
the station the ad will be airing on. For example, if you’ll be buying
time on a rock music station, you don’t want to use a country
jingle in your ad. It also pays to choose the proper type of station
or programming, and make sure it is a good fit with your customer
base.
Advertising on television allows you to show and tell a wide
audience your business, product, or service. It allows you to
actually demonstrate the benefits of ownership. You can show
how your product or service works and how it’s packaged so
prospective customers will know what to look for at the point of
sale. In advertising, it often takes multiple touch points to
effectively influence consumers’ purchasing behavior.
Television advertising has been a popular
medium for large retailers ever since the TV first began to appear
in living rooms. With the arrival of cable television came lowered
production costs and the opportunity to reach smaller, more
targeted markets, making it a viable option for small to medium-
size businesses as well.
To create an effective television ad, it’s first necessary to
have a good script that highlights a strong offer. Ads must also be
effectively produced, and it’s for this reason that it’s often better to
enlist the services of an advertising agency, which can help you
create an entire campaign.
Pros 1. TV reaches a much larger audience than local newspapers and
radio stations, and it does so during a short period of time.
2. It reaches viewers when they’re the most attentive.
3. It allows you to convey your message with sight, sound, and
motion, which can give your business, product, or service instant
credibility.
4. It gives you an opportunity to be creative and attach a personality
to your business, which can be particularly effective for small
businesses that rely on repeat customers.
Cons For all its advantages, advertising your business on TV does have
some disadvantages. Barring late night spots on your local cable
television network, no other advertising medium is as likely to eat up
your budget as quickly as TV will. Producing the ad, which can
include hiring script writers, actors, film editors, or an advertising
agency, is only the first step. You must also pay for air time, and
because studies have shown that TV ads are most effective with
repetition, you’ll almost certainly want to run your piece a number of
times. Because of this, most television stations structure their pricing
to make it more attractive for you to purchase advertising in chunks.
Another disadvantage is how difficult it can be to make changes.
Whereas with newspaper advertising, updating sale pricing or a
special offer is often as simple as swapping out a coupon, with
television advertising it means updating your script and reshooting
the entire ad, which costs additional money.
It can also be difficult to effectively target your core audience
with television advertising, although there are a few best practices
that can help. For starters, consider who your audience is before
structuring your ad and purchasing airtime. Is a large portion of
your clientele Spanish speaking? If so, you’d do well to purchase
airtime on a Spanish-language station such as Telemundo. And if
you’re in the baby stroller business, you’re probably better off
purchasing time slots during the day when stay-at-home moms
are most likely to see your ad.

Print Advertising: Newspapers and Magazines Advertising.

If you’re a small business owner, and
especially if you’re just starting out, you’ve most likely given some
consideration to the best ways to advertise your business. Odds
are good that print advertising is at or near the top of your list of
potential advertising mediums. There are pros and cons to
any kind of advertising, and it’s beneficial to understand what
these are before dipping into your hard-earned marketing budget.
Following are some of the pros and cons of print advertising in
newspapers and magazines.
Newspaper Advertising: Newspaper advertising has long
been an effective way for small businesses to advertise their
goods or services to the community around them. Consider both
smaller neighborhood papers as well as larger city (or even
national) newspapers. If your business is located in a small town,
advertising in the local community paper makes sense; that way
you can attract the locals who would most likely frequent your
store. If your business or service is specific to a particular section
of the newspaper, run your ad in that area of the paper. For
example, if you run a sporting goods store, make sure your ad
appears in the paper’s sports section.

Advertising rates depend largely on readership numbers. Thus, a

paper with a large circulation will have higher rates than one with
fewer subscribers. But even though prices are based on the
number of potential readers who will view your ad, this does not
mean that rates are necessarily set in stone. You can often strike
a better deal if you agree to run your ad for a set number of weeks
or months. Moreover, doing so will give you consistent exposure,
which is often what is needed in order to influence consumer
purchase behavior.
Pros 1. Inexpensive to produce: A little research and know-how
are often all that’s needed to create a targeted, successful
ad.
2. Easy to switch out. If you have a regular ad in your local
paper and want to change it to reflect a seasonal sale, a
new coupon, or a new product, you can usually do so
rather easily.
3. Different rates and sizes. Look at the various sizes of
ads in the newspapers you are considering running ads in.
Newspapers normally have several standard sizes. Some
standard sizes include quarter-page, half-page and full-
page. Ads also run horizontally or vertically. The bigger the
ad, the more it will cost. Determine which size might work
for your message.
Cons 1. Limited readership. This is especially true nowadays
when more and more people are eschewing print
publications for online electronic versions.
2. Poor printed image quality. This can be a problem if you
sell high-end clothing or your services as a portrait artist. In
such instances, try to drive readers to your Web site —
where you should have hi-resolution images — or play up
discounted pricing.
3. No control over ad placement. Oftentimes newspapers
won’t guarantee premium placement on any given page.
That can be a problem if your competitor advertises in the
same space.

Magazine Advertising: If you have more to spend on print

advertising, consider placing ads in magazines. Whereas the goal
of newspaper advertising is to communicate a specific offer, the
goal of magazine ads is usually more about enhancing and
sustaining brand image.

Magazine ads require you to consider your brand image and how
you want to portray that image to your target audience.
Advertising agencies specialize in creating such ads, but they
aren’t cheap and most don’t accept one-off jobs. If you decide to
design and write your ad yourself, pore through the periodicals in
which you intend to advertise and scrutinize your competitors’
ads.
Pros 1. Access to a specific customer base. While anyone
might subscribe to a local newspaper, only car
enthusiasts subscribe to Car and Driver. Magazine ads
allow you to better reach your target audience.
2. More bang for your buck. Readers don’t discard
magazines as quickly as they do newspapers, so your ad
will be relevant for a longer period of time.
3. Help brand your business. Magazine printing methods
allow for higher resolution images and better color
options, which allow you to build your brand image in a
positive way. Just the fact that you are advertising in a
magazine gives your company a certain professional
cachet.
Cons 1. Ads can be expensive. Magazine advertising is usually
pricier than newspaper advertising.
2. Tricky to schedule. Many magazines come out just
once a month, or even every three months, and to meet
their deadlines it’s often necessary to have ads
completed six months before they’ll actually appear.

Digital Vehicles and Others:

 cinema – commercial or alternative
 pay TV or digital TV – for example, Foxtel or new digital TV
offerings
 sponsorship – of an event or entity
 direct response – for example, an infomercial – customer
contacts the marketer directly
 point of sale – the physical location at which products are
sold to customers
  marketing collateral – brochures providing information on
product or service
 sales promotion – e.g. sample giveaways, publicity
 exhibitions and tradeshows – targeted for niche areas, for
example, food and wine festivals
 Mobile and aerial advertising – advertising on a car, bike,
aircraft or any other transportation vehicle
 Mobile phone advertising – SMS or MMS advertising to
mobile phone customers.

3. The following brands (your competition) have all been

advertised using both proven
media vehicles (print, broadcast etc.) and new media vehicles
such as the internet
and social media.
a. Jurlique
b. Cetaphil
c. The Body Shop
d. L’Occitane
e. Aesop
f. Clinique
g. Sukin

4. Survey at least ten female friends, colleagues or family

members using the
questionnaire provided in the Appendix of this Assessment Task.
Ask each female
which brands they have heard of. Then ask them to fill out one
survey for each one
of those brands.

Brand Word TV Newspap Radio Online Web Faceb Em SM

/ of advertise er or advertise advertise site ookor ail S
Questi mout ment magazine ment ment Twitter
on h advertise
ment
Jurliqu 3 1 2 - - - 4 - -
e
Cetap 1 - 1 - - 3 5 - -
hil
The 2 2 - - - 1 5 - -
Body
Shop
L’Occit - - 3 - 2 3 2 - -
ane
Aesop 2 - 2 - 1 2 3 - -
Cliniqu 6 - - - - - 4 - -
e
Sukin 2 - - - 1 3 3 - -

5. Calculate the number of people surveyed who were exposed to

each media vehicle.
For each media vehicle, calculate the number of people surveyed
who were
convinced to buy a product from that brand. Write a brief report
evaluating the
media vehicles used to advertise the brands listed above. Your
report must
consider:
a. which media vehicles achieved the highest reach based
on the results of
the survey?
Answer: Facebook or Twitter
b. which media vehicles appear to be the most effective
based on the results of
the survey?
Answer: Facebook or Twitter
c. which combinations of media vehicles appear to be the
most effective?
Answer: Facebook or Twitter and words of mouse.
d. any other factors that appear to have impacted on the
effectiveness of the
media vehicles used to advertise the brands (length or size of
advertisement,
scheduling etc.)
Answer: Brand results the user is guaranteed.
e. having considered the results of the survey, confirm the
selection of your
media vehicles
Answer: Most people agree that the fastest-growing media is
Facebook or Twitter.
6. Provide reasons that justify how the media vehicles you have
selected meet legal
and ethical requirements.
Marketers working for various brands know their reputation
will be severely damaged by any kind of misinformation their
audience will pick up on and address in public channels, such as
social media.
That’s why every piece of their promotional materials should
accurately reflect the features of the product once consumers
realize the product, which promises certain results, doesn’t really
deliver them, a brand will be in trouble.
Honesty is the best policy, particularly when you’re dealing
with ethical issues in marketing.
What we do is communication and relationships.
This, of course comes with a certain level of risk—from
misunderstanding and misinterpretation to violation of individual
privacy rights.
Be aware of the major legal and ethical issues in marketing
The media that you choose for your advertising campaign
must abide by current legislation and codes of conduct and should
also consider potential ethical issues.
Examples:
 If you are running an advertising campaign for a new
alcoholic beverage, you need to refer to the Alcohol
Beverages Advertising Code.
 If your advertising depicts women or minority ethnic groups,
ensure that societal and cultural sensitivities are considered.
7. Calculate a mockup of the desired reach and frequency of the
advertisement based
on media vehicle chosen for the six month period.
Media Planning & Buying Calculators
GRPs, TRPs, Reach and Frequency
The aggregate total (the sum) of the ratings is called Gross Rating
Points or GRPs. The sum of the ratings of a specific demographic
segment may be called Target Audience GRPs or more simply
TRPs. The term GRPs is generic and may refer to household
GRPs or to specific target segment GRPs.
Reach is the number or percent of different homes or
persons exposed at least once to an advertising schedule over a
specific period of time. Reach, then, excludes duplication.
Frequency is the number of times that the average
household or person is exposed to the schedule among those
persons reached in the specific period of time. Because it is an
average frequency, dispersion of frequency of exposure will differ
between specific schedules and daypart mixes.
GRPs, reach, and frequency are mathematically related in
the following ways:

GRPs = Reach X Frequency

Reach = GRPs / Frequency

 Frequency = GRPs / Reach

8. Create a media schedule that includes the following information

for:
a. the duration and timing of each media
Media Media Type Behavioural Best Media
Vehicle Characteristics
Print Magazines Shops once a week Men’s Health. Rolling
for essential items Stone.
Newspapers only. Goes out twice a Herald Sun.
Broadcast Free to Air TV week to listen to live The Footy Show. Rave.
Commercial music. SER (Sports radio). Triple
radio M.
Social Facebook Thursday and
Friday, early
 media afternoon, work better
from 9am to 7pm and
you can get the most
shares at 1pm and
click at 3pm.
Instagram Monday from 3pm to
4pm EST
Twitter Saturday and Sunday
work best, and the
most CTR you can get
it at 12pm and 6pm.
LinkedIn Tuesday to Thursday,
7am to 8am, 10am to
11am and 7pm to 8pm
Google plus Monday to Friday from
9am to 11am For
Google Plus you can
use Timing+ to find
the optimal time to
publish.
Pinterest Saturday from 8pm to
11pm

b. the distribution of messages over the six month

advertising period.
Base: Those respondents who recall the messages, n=1043.

9. Develop a testing schedule for the media plan and describe

how the media plan
could be continually modified in accordance with results obtained
from the testing.
The fundamental purpose of a media plan is to determine the
best way to convey a message to the target audience. A media
plan sets out a systematic process that synchronizes all
contributing elements in order to achieve this specific goal. The
media plan is broken down into four stages; market analysis,
establishment of media objectives, media strategy development
and implementation, and evaluation and follow-up.
Similarities can be made to other marketing concepts such
as the consumer decision-making process with comparisons such
as, increasing brand awareness and knowledge, improving brand
image, and the maximization of customer satisfaction.
The first phase of any media plan is the initial market
analysis, which consists of a situation analysis and the marketing
strategy plan. These form the basis of information which the rest
of the media plan is reliant on. The purpose of a situation analysis
is to understand the marketing problem, in relation to their
competitors. For example, undertaking an internal and external
review or competitive strategy evaluation.
The marketing strategy plan should establish specific
objectives and goals that will solve the marketing problems that
developed. Once the market analysis is complete the improved
knowledge gained should indicate a proffered target market.
Enabling the marketers to understand where the prime advertising
space would be to gain sufficient exposure, what factors effect
that certain demographic, and how to promote to the audience
effectively.
The second phase in the media plan is the establishment of
media objectives. Just as the marketing analysis lead to specific
marketing objectives, this phase will result in explicit media
objectives; such as creating a positive brand image through
stimulating creativity. These objectives should be limited to those
that can only be obtained through media strategies.
Media strategy development and implementation is the third
phase and is the point in the process that is directly influenced by
the actions from previously determined objectives. Actions that
meet these objectives are taken into consideration with following
criteria; media mix, target market, coverage consideration,
geographic coverage, scheduling, reach & frequency, creative
aspects & mood, flexibility, or budget considerations. Each of
these criteria are explained briefly below:
Media Mix – A combination of communication and media
channels use that is utilized to meet marketing objectives, such as
social media platforms and magazines.
Target Market – A specific group of consumers that has been
identified to aim it’s marketing and advertising campaigns
towards, as they are the most likely to purchase the particular
product.
 Coverage Consideration – To alter the level of exposure of
media to the target market, whilst minimizing the amount of
overexposure and saturation into other demographics.
Geographic Coverage – Increased emphasis of exposure to a
certain area where interest may thrive, whilst reducing exposure
to areas they have less relevance.
Scheduling – The concept of aligning communication activity
to coincide with peak potential consumer exposure times, such as
around a big sports game on television.
Reach & Frequency – The decision to have a certain
message seen / heard by a large number (reach) or expose the
same message to a smaller group more often (frequency).
Creative Aspects & Mood – Different mediums for
communication should be considered when developing a
campaign. Social media might be more effective to generate
emotion than a billboard poster on a main road.
Flexibility – In order to adapt to rapidly changing marketing
environments it is important for strategies to be flexible. Such as
unique opportunities in the market, media availability or brand
threats.
Budget Considerations – The relationship between the
effectiveness of a media campaign and the cost involved needs to
be carefully managed. There should be an optimal level of
response from the consumer for the price for the exposure.
The final phase in the media plan is to evaluate the
effectiveness of the plan and determine what follow-up is
required. It is important to assess whether each individual
marketing and media objective was met, as if they were
successful it will be beneficial to use a similar model in future
plans.

10. Prepare a budget summary to outline total costs for the three
month campaign.
Details Media Estimated Cost
Vehicle
Production costs for a TV Television $80,000-$180,000
commercial
Screening a 30 second TV ad in
major capital cities
A full page color ad in the
Women’s Weekly
Display space at the end of the
grocery aisle ads at a major
supermarket – one week
promotion
Web site development
Community Radio
advertisements
Television $4000 - $15,000 per 30 seconds
Magazine $30,000
Merchandising $70,000 - $180,000, depending
on the number of stores
involved
Internet Varies – a few hundred dollars to
hundreds of thousands of
dollars depending on the
complexity and functionality of
the site
Radio Varies greatly - $300 for 12 30
second ads to $1000 for 23
spots

11. Develop an alternative media schedule that would also work

with the same budget.
Details Media Estimated Cost
Vehicle
Production costs for a TV Television $80,000-$180,000
commercial
Screening a 30 second TV ad in Television $4000 - $15,000 per 30 seconds
major capital cities
A full page color ad in the Magazine $30,000
Women’s Weekly
Display space at the end of the Merchandising $70,000 - $180,000, depending
grocery aisle ads at a major on the number of stores
supermarket – one week involved
promotion
Advertising social media Internet Varies – a few hundred dollars to
Facebook, Instagram, google hundreds of thousands of
plus etc. dollars depending on the
complexity and functionality of
the site
Community Radio Radio Varies greatly - $300 for 12 30
advertisements second ads to $1000 for 23
spots