Student name:

Student number:

BSB60215 Advanced Diploma of Business

BSBADV502 Develop a Media Plan

Unit Assessment

Page 1 of 31
 Assessment 1- Projects - Develop a Media Plan

This assessment is to develop a media plan for a newly opened patisserie store in
the CBD within a $25,000 budget to make immediate sales and to build a good
brand reputation and image.

Background Description:

Puffers Pastry is a new patisserie store opened in the CBD. Their products are
quality, targeting customers who are seeking a superior product at an affordable
price. Their target customers include business community in CBD, students who
study in the city, local CBD residents, tourists, inner city visitors and general
shoppers. All the products are made fresh same day in the store and are sold at
affordable price.

Advertising Brief:

1. Define the media requirements

 Identify the target audience characteristics and prepare a consumer profile

 Target audience includes business community in CBD, students who study in

the city, local CBD residents, tourists, inner city visitors and general shoppers.

 Consumer Profile
 Demographic analysis
Age: Child from 10 years old, teenage, young, middle age, retired
Gender: Both male and female
Religion: Caters to all religious backgrounds
Race: All races
Sexuality: All and equal gender
Education: All education levels from Primary, Secondary to Tertiary
Occupation: All occupations from technical, labourer to professional
Annual income: Favours everyone even the unemployed and retired
Current and desired lifestyle: Health conscious, family orientated, career
orientated, community active

Page 2 of 31
Key findings
The median age of 26 was slightly younger than the municipality average of 28,
mainly due to the relatively large population of students in the area.

Melbourne CBD had the highest proportions of residents born overseas and those
who speak a language other than English at home compared to all other small
areasin the municipality. Two thirds (66 per cent) of Melbourne CBD residents were
born overseas with 55 per cent speaking a language other than English at home.
China was the most common country of birth (14 per cent) and Mandarin was the
most common language spoken at home (18 per cent).

The most common household type in Melbourne CBD was a lone person household
(36 per cent), followed by family households (35 per cent) and group households (17
per cent).

Around two thirds of workers (65 per cent) used some form of public transport to get
to work, with train usage accounting for 50 per cent. A further 21 per cent drove a
car, while 3 per cent rode a bicycle to work.

Key metrics of Melbourne CBD and remainder residents

Table A
Key metrics Melbourne CBD and City of Melbourne
remainder
Residential population 20,038 93,627
(21 per cent of City of
Melbourne)
Younger residents (12-25 44 per cent 33 per cent
years)
Older residents (60 years and 5 per cent 10 per cent
over)
Median age 26 28
Residents born overseas 66 per cent 48 per cent
Most common language Mandarin Mandarin
spoken at home (other than (18 per cent) (10 per cent)
English)
Weekly personal income <$300 32 per cent 26 per cent
Weekly personal income 19 per cent 23 per cent
>$1250
Median personal weekly $560 $711
income
Higher education (university) 27 per cent 21 per cent
students
Bachelor degree or higher 40 per cent 40 per cent

Page 3 of 31
Melbourne Central Business District and Remainder Small Area Demographic
Profile 2013

Melbourne CBD and remainder age profile

Table B

Years of age Number of Residents

0-4 years 406
5-9 years 131
10-14 years 129
15-19 years 1538
20-24 years 6058
25-29 years 4702
30-34 years 2503
35-39 years 1125
40-44 years 762
45-49 years 660
50-54 years 554
55-59 years 494
60-64 years 410
65-69 years 220
70-74 years 144
75-79 years 84
80-84 years 63
85-89 years 41
90-94 years 11
95-99 years 3
100 years and over 0

Melbourne Central Business District and Remainder Small Area Demographic

Profile 2013

Household and family structure

Lone person households accounted for just over one third (36 per cent) of household
types in Melbourne CBD, making this the most common household type in the small
area. Family households* comprised 35 per cent, with group households accounting
for 17 per cent.

Culture and language profile

Page 4 of 31
Two thirds (66 per cent) of Melbourne CBD’s residents were born overseas, the
highest proportion across all the municipality’s small areas and well above the
municipality average of 48 per cent. The most common countries of birth other than
Australia included: China (14 per cent), Malaysia (9 per cent), India (6 per cent),
Indonesia (6 per cent) and Korea (3 per cent).

More than half (55 per cent) of Melbourne CBD’s residents spoke a language other
than English at home, with the most common languages spoken including: Mandarin
(18 per cent), Cantonese (7 per cent), Indonesian (5 per cent), Korean (3 per cent)
and Hindi (2 per cent).

Internet connection at home

Just less than three quarters (72 per cent) of households in Melbourne CBD had a
broadband Internet connection at home, a similar proportion to the overall
municipality (71 per cent). A small 6 per cent had no Internet connection, while 2 per
cent had a dial up connection and 6 per cent accessed the Internet via another*
connection type.

Income profile
Melbourne CBD and Remainder Personal Weekly Income Profile

Table C

Personal Weekly Income Number of Residents

Negative income 277
Nil income 4072
$1-$199 1025
$200-$299 982
$300-$399 872
$400-$599 1365
$600-$799) 1486
$800-$999 1342
$1,000-$1,249 1442
$1,250-$1,499 1132
$1,500-$1,999 1286
$2,000 or more 1363
Not stated 2730
Not applicable 665

Melbourne Central Business District and Remainder Small Area Demographic

Profile 2013

 Geographic analysis

Melbourne CBD

 Psychographic analysis

Page 5 of 31
  Puffers Pastry caters to customers with sentimental values such as emotional
fulfilment, fulfils the realities of different lifestyles such as an escape from
elements of depression, financial stress, family breakdowns and other
problems. Some people look for places like these in which to cheer up. It also
offers opportunity to build relationships, establish friendships, create social
networks etc. It’s also ideal for special occasions such as anniversary,
engagement, end of year party for local businesses, birthday, celebrations,
and friendly gestures between friends and so on,

 It caters to all customers with different personalities, out-going, introvert,

status conscious, and those that love to indulge, leaders etc.,

 It satisfies customers that have different buying behaviours/patterns, whether

they are used to make the purchase every morning, seasonally or merely spur
of the moment,

 Reasons to act and believe: The products range from coffee, tea, milkshake,
cakes, biscuits, to sandwiches, pies and so on, which are all freshly made in
store every day,

 Their unique points of difference are products are sold are affordable price,
they satisfy the taste buds. Customer can not only expect good dining
experiences but also engage in social activities in store where there is great
ambience, lighting and design,

 It is busy all day around, all year around &

 Customers can purchase face to face in the store, they can also order on the
phone or online.

 Analyse product market factors to determine reach and frequency of

advertising media selected

 Puffers Pastry is located in the central business district of Melbourne, an area

with very high-density housing, office buildings, cinemas, schools and malls,

 The total estimates numbers of residents, workers, students and tourists is

928,000, according to ‘The City of Melbourne’s Daily Population Estimates
and Forecasts report’ from Australian Bureau of Statistics,

 According to the Australian Bureau of Statistics Population Clock 2017 there

are approximately 7 in 10 Australians use Facebook, 1 in 2 Australians use
Facebook on a daily basis, 1 in 2 Australians use YouTube, 1 in 5 Australians
use Instagram and 1 in 6 Australians use Snapchat,

Page 6 of 31
  With an average time of 126 minutes each user spends on social media
applications per day, also considering the cost of posting ads on Facebook is
approximately $10 a CPM (cost per thousand impressions) and $5 a CPM on
Instagram, the frequency could be once to two times daily,

 According to Australian Magazine Readership, 12 months to December 2017,

Donna Hay is one of the top sellers in the country, selling 319,000 copies year
and over 4.5 million worldwide &

 The proportion of Australians attending the cinema at least once per year has
averaged 69 per cent since 2000, with an average of about seven visits per
year per person.

roymorgan.com, sensis.com.au, melbournepopulation, screenaustralia.gov.au

 Analyse the creative requirements of the advertising message and

determine the media implications

Table D

Attributes Creative requirements

Superior products
Call to Action Freshness (all products made the same day)
Affordable prices
Customers friendly environment
Children friendly environment
Public wireless access
Great music
Soothing ambience
More comfortable seating arrangement
Logo and brand name - Puffers Pastry
Words, images or Product feature: Freshly made products
action same day
Mascot, toys and store decorations with yellow
themes.
Yellow.
Yellow is the brightest colour to human eyes. It
represents youth, fun, happiness, sunshine and
other light, playful feelings. Yellow produces a
warming effect, arouses cheerfulness, stimulates
colours mental activity, and generates muscle energy. Yellow
is often associated with food. Bright, pure yellow is
an attention getter, which is the reason taxi-cabs are
painted this colour.

Target audience:

Page 7 of 31
 Business community in CBD
people students who study in the city
local CBD residents
tourists
family with children for weekends
inner city visitors
general shoppers
tone of advertising message: fun, happiness,
cheerful

music Cheerful, soothing and relaxing music

logo Clear design with brand name and feature, bright
colour compatible with brand image
Types of activities Public wireless access
Puzzle activities and
Games for kids
Production time Three months
Production cost $25,000

 Identify media merchandising requirements from the advertising brief

Table E

Media vehicle Identified media merchandising

requirements
Promotion flyers Highlight the location and brand name of
the business as well as the features of
the products, attract people to come in
Ad in local cinemas with brand name on Use high quality of pictures and key point
it descriptions to paint the products in best
light
Billboards at tram stops Locate them as close to the business as
possible
Puffers pastry website Nice layout design of the website,
Adequate descriptions of the products,
discount and promotion details
Expos or events Target special occasions and holidays,
for example valentine’s day, new year,
Easter, sports event, Christmas etc.
In store promotions Have promotions activities such as buy
one get 2nd one half price; buy 6 get 7th
free etc.
Radio Make sure the information about brand
name, location and features of the
business is clear and easy to remember,
brand recall.
Magazines Target pastry/desserts/party magazines
Via social media Upload high quality pictures on social
media platforms because as earlier

Page 8 of 31
 stated these are viable propositions.
Mascot Mascot in front of the store to attract
people and children to come in

 Confirm the media budget and identify legal and voluntary constraints

 Media budget - $25,000

 Legal and voluntary constraints
 Privacy Act – Commonwealth and State
 Spam
 Telecommunication (telemarketing and research calls) industry standards
 Anti-discrimination
 Competition and Consumer Protection
 Fair trading – unfair trade practices
 Copyright and intellectual property
 Advertising Federation of Australia
 Free TV Australia
 Australian Communication and Media Authority
 Australia competition + Consumer Commission, regulates emails, SMS, MMS

2. Media schedules
 Weigh up the relative merits of identified media vehicle alternatives
taking past media performance into account

Table F

Media 1 cinemas
Advantage  Directly marketing to their target
audiences
 Viewers can’t change the channel
or opt out of viewing
 More brand recognition and recall
 Positive brand sentiment
 Top of mind advertising
awareness
 Unique ability to offer premium

Page 9 of 31

Disadvantage
Possible reasons for this outcome
content in front of a desirable
audience
 The ‘excitement’ of going to
cinemas
 High cost- $20 movie ticket
Target customers paying to view
the ads
 Cinema location Not always
favour the store location
 People arrive late to the movies
therefore miss the ads
Raise awareness and provide exposure
for the brand

Table G
Media 2 Billboards at Tram stops
Advantage  Ability to make an impact
 Geographic flexibility
 24 hour a day exposure
 Research products using smart
phones while transiting
 Mass coverage
 High frequency
Disadvantage  Limited availability of prime
locations
 No correlation between high reach
and high recall
Possible reasons for this outcome Carefully and strategically positioned
billboards that is in close proximity to
puffers pastry store, provides people with
awareness and exposure and timely
reminders of our products hopefully
creating brand recognition

Table H

Media 3 Social media

Advantage  Interactivity
 Effectiveness data easily gathered
 Cost effective
 Opportunity for customer
feedback
Disadvantage  Low bandwidths
 Additional resources may be
needed to manage the online
presence
 Clutter
 Requires active engagement and
daily monitoring

Page 10 of 31
Possible reasons for this outcome Have clear marketing and practical social
media strategy to create benefits for the
Puffers Pastry business
Table I

Media 4 magazines
Advantage  Targeted audiences
 High quality colour reproduction
 Long life span

Disadvantage  Early closing dates

Possible reasons for this outcome
 High cost
 Slow building of reach
With higher quality images, products can
be presented with full colour and gloss,
allows a clearer picture of the products,
giving the public a better idea

 Select media vehicles that target the required audience, meet media
requirements and fulfil merchandising requirements within budget
 Select media vehicles that meet the creative, reach and frequency
requirements of the advertising message to be achieved within the
budget
 Ensure selected media vehicles meet legal and ethical requirements

Table J

Media vehicle Cinema, billboards, social media,

magazines, flyers, ad bikes, website
Business community in CBD,
students who study in the city
local CBD residents
Required audience tourists
family with children
inner city visitors
general shoppers
Media requirements Target audience demographic,
geographic, psychographic analysis;
Superior products
Freshness (all products made the same
day)
Affordable prices
Customers friendly environment
Merchandising requirements Children friendly environment
Public wireless access
Great music
Soothing ambience
More comfortable seating arrangement

Page 11 of 31
 Magazine
-Donna Hay 319,000 subscriptions yearly
-Receipts 421,000 subscriptions yearly
-woman’s weekly subscriptions 1.6
million yearly

Reach social media

- Facebook 15million monthly Active
-YouTube 15 million/month
-Instagram 5 million/month
-Snapchat 4 million daily

-flyers - Estimates numbers of residents,

workers, students and tourists is
928,000

-billboards-Mass coverage

-Ad bikes- 850,000 people in Melbourne

CBD on a weekday basis

Cinema
- Averagely 50 movie sessions are taking
place on a daily basis at Melbourne
central Hoyts cinema
Magazine-monthly
Social media
frequency - 56% of users use social media more
than 5 times a day, 28% use 1-4 times a
day, 5%use a few times a week
Website
- The number of households with access
to the internet at home is approximately
7.7 million

Cinema-$7000
Ad bikes-$12,000
budget Social media-$500
Flyers-$400
Magazine-$1500

Page 12 of 31

Legal and ethical requirement
Privacy Act – Commonwealth and State
Spam
Telecommunication (telemarketing and
research calls) industry standards
Anti-discrimination
Competition and Consumer Protection
Fair trading – unfair trade practices
Copyright and intellectual property
Advertising Federation of Australia
Free TV Australia
Australian Communication and Media
Authority
Australia competition + Consumer
Commission, regulates emails, SMS,
MMS

newscorpaustralia, donna-hay, shopadocket, baueradvertising womens-weekly,

hoyts, sensis, abs, bellprint.

Reach, frequency & GRPs

Table K

Media vehicles Reach frequency GRPs

Social media 79.6 9.1 724.36
Magazines 59.5 7.9 470.05
Flyer 75.6 7.1 536.76
Direct mail 66.7 9.5 633.65
Total 70 8.1 567.63

3. Determine the media schedules

 Ensure the duration and timing of the media schedule meet the
requirements of the advertising

Digital Pieces, promotional YouTube

videos, Stradbroke printing Pty Ltd,
To Starship Advertising Agent, Hoyts cinema

Page 13 of 31
 -Melbourne central, billboards Melbourne,
Subject heading Advertising space
Email Body
This email is to request if you have any room in your advertising schedule for the
puffer’s pastry advertising campaign. We envisage our campaign dates to commence
on 01/06/2019 and conclude on 1/12/2018.
Puffer’s pastry products include: natural chemical-free skin and body care products
containing only organic ingredients
As our campaign commences 01/06/2019 we would like a response ASAP.
Tammy’s Media Planners

Media schedule

Meet the
Advertising start time completion requirements of the cost
activities time advertising
(Yes/No)

$7000
Cinema 01/02/2018 01/03/2018 Yes (5 screens)

Magnetic 15/03/2018 15/04/2018 Yes $200

Business (1000 copies)
cards
Photo desk $370
calendars 01/01/2018 01/01/2019 Yes (25 copies)

Social media 10/02/2018 20/04/2018 Yes $500

$350
Flyers 08/02/2018 08/03/2018 Yes (10,000 copies)

$340
Posters 08/02/2018 28/02/2018 Yes (4 copies)

Ad-bikes
(Alternative
media

Page 14 of 31
 schedule 15/09/2018 21/09/2018 Yes $12,000
Note: if sales (3 bikes)
do not
increase in the
earlier months,
then ad-bikes
will be used at
earlier date)
$1280
Magazine 12/06/2018 12/07/2018 Yes (1000 copies)
Donna Hay

$500
Calendar 01/01/2018 01/01/2019 Yes (20 copies)

bookmark Yes $215

08/02/2018 08/05/2018 (1000 copies)
logo ASAP Yes $90

Council Permit
and fees 01/12/2017 01/12/2017 Yes $1115
(handbills)
Council Permit
and fees 01/12/2017 01/12/2017 Yes $720
(poster)
Free money
giveaway 20/02/2018 20/03/2018 Yes $200
competition
Online survey 01/03/2018 08/03/2018 Yes $200

$25000
Total

Bell Print,, A-D Bikes, Valmorgan, tomorro, Melbourne city council

Page 15 of 31
 Melbourne council business

Leaflet Printing Price List

Table M

All prices are Excluding GST. Free delivery to one location within Australia
F/C=Full Colour
DL 110gsm 120gsm 160gsm 220gsm + Varnish
F/C F/C F/C F/C F/C F/C F/C F/C
?Qty Gloss? Matt?
1 Side 2 Sides 1 Side 2 Sides 1 Side 2 Sides 1 Side 2 Sides
1000 $112 $160 $129 $164 $135 $171 $154 $190 $143 $143
2500 $134 $192 $150 $198 $172 $209 $212 $248 $158 $158
5000 $208 $280 $249 $289 $273 $309 $347 $380 $173 $173
7500 $279 $367 $337 $382 $372 $414 $492 $521 $238 $238
10000 $327 $425 $394 $443 $438 $482 $488 $616 $253 $253
15000 $417 $541 $513 $565 $579 $622 $780 $829 $283 $283
20000 $497 $648 $618 $681 $706 $756 $893 $1032 $313 $313
25000 $569 $749 $720 $787 $811 $983 $984 $118 $343 $343
30000 $652 $861 $831 $903 $889 $1079 $1079 $1293 $373 $373
40000 $807 $1074 $965 $1126 $1036 $1092 $1279 $1533 $403 $403
50000 $952 $1276 $1076 $1329 $1163 $1199 $1462 $1763 $433 $433
bellprint.com.au

Page 16 of 31
 Table N

Letter Box Delivery Quantity Cost Per Thousand (GST Additional)

5,000 - 20,000 $38 per thousand
20,000 - 100,000 $37 per thousand
100,000 - 200,000 $36 per thousand
200,000 - 300,000 $35 per thousand
300,000 - 500,000 $34 per thousand
Above 500,000 Ph 1300 797 432 / Fax 1300 797
810
bellprint

 Determine the distribution of messages over the duration of the

schedule to meet the requirements of the advertising brief

Flyer printing company (Bell Print):

 Experienced printer (2 working weeks or 10 working days)
 Artistic graphic designer (1 working week or 5 working days)

Hoyts advertising network agency (Val Morgan)

 Advertising representative confirms cinema schedule (3 working days)
 Experienced film director (3 working weeks or 15 working days)
 Artistic sound and effect producer (1 working week or 5 working days)

Social media agency (WME Digital Marketing)

 Experienced marketing team (1 working week or 5 working days)

 Create a media schedule to the satisfaction of the advertiser

Table O

Media schedule Planned start time Planned end time

Meetings set up with the
media advertisement 15/11/2017 18/11/2017
designers and other
stakeholders
Layout and copy 20/11/2017 04/12/2017
Art and final layout 05/12/2017 12/12/2017
Script development 16/11/2017 19/11/2017
Client approves budget 17/11/2017 18/11/2017
Production and casting 05/01/2018 20/01/2018
editing 21/01/2018 26/01/2018
Sound mixing and music 26/01/2018 29/01/2018

Page 17 of 31
 Develop alternative media schedules for the advertiser within the budget

Use Ad-bikes as an alternative media schedule, the initial planned date of

commence is 15/09/2018, end date is 22/09/2018. However, if sales do not
increase in the earlier months, then Ad-bikes will be used at earlier date.

 Determine testing schedule for the media plan and continually modify
media plan

Results of earlier promotions and advertisements will determine if sales have

increased. If sales have not met initial targets then we will modify and change
our media plans which can mean that will lift ads to earlier months. We will
continue to take this approach if targets are not met. Basically, this means that
Puffers Pastry will closely monitor sales on weekly basis. Also, Puffers could
undertake quick and simple surveys to evaluate which media vehicle in
particular has worked and conversely which hasn’t worked. Another approach
is via word-of-mouth (under considerate circumstances e.g. someone who
appears not to be in hurry). The testings should occur at least once before the
campaign starts and three times during the campaign.

Table P

Testing schedule timeline Justification

Total amount of
expenditure of the
selected media options
should be within the
budget level
Leaflet designing size
should be half of A4 4 weeks before
page campaign starts
Website
Cinema
Brand awareness: check
the number of the target
3 weeks audience being aware of
the advertised brand
Face-to-face e.g. ask
potential customers if
they were persuaded
and convinced of the ad;
Research social media
sites e.g. Instagram
followers, Facebook,
Twitter etc.
Look for number of
continuous YouTube hits, followers,
registrations, blogs,
nature of feedbacks from
e.g. Facebook page
Online Survey with
reward $200
Observation their
interests e.g. were they

Page 18 of 31
 4 weeks viewing the ad or
talkative throughout it.
Cinema has the highest
positive receptivity in
Australia when
compared to other
media.
The percentage of
positive attitudes to
ads in
CINEMA 47%,
OOH out-of-home 41% ,
TV 39%,
PRESS 37% ,
MAGAZINES 36%,
RADIO 31% ,
DIRECT MAIL 27% ,
ONLINE VIDEO 24% ,
MOBILE VIDEO 21% ,
Source: AdReaction
2016, Australia Results
based on n=600 16-49s
TARPS from Val Morgan:
Cinema performs in its
own right and also
amplifies other media.
Overall, cinema was
shown to be both
complementary-as a
stand-alone medium that
complements other
channel metrics and
synergistic with other
channels that when
combined create a
multiplier effect for
building brand.

TRAPS from Val Morgan

Page 19 of 31
 4. Produce a media plan including a creative brief

 Create a media plan which defines the media requirements of the

advertising brief and provides evidence to support each requirement

I have chosen 6 media vehicles to advertise Earthsprite skin care range for
Eywa brand. They are cinema
advertising, magazine, social media, flyers, ad-bikes and print advertisements
including posters, calendars, bookmarks, business cards, etc. which are more
cost effective and affective media reach to attract target audience.

1. Social media
Set up an account for Puffers Pastry on Instagram, Facebook, YouTube,
Twitter etc. Upload latest product info and promotion details on these sites
regularly and actively engage and monitor them. Customers can leave
messages, feedbacks and reviews to Puffers Pastry easily. Social media
platforms are great tools for marketing, advertising and promoting Puffers
Pastry, also a great space to direct communicate and establish strong
connection with target audience therefore fulfilling Puffers Pastry objective of
Branding.
2. Magazine
I have chosen to place advertisement in “Donna Hay” (An Australian food
magazine).
Use high quality images, we can present the Puffers Pastry products with full
colour and gloss, allows a clear picture of the products.
3. Cinema
Place a 30s-60s advertising clip on 5 screens at Hoyts cinema, Melbourne
Central.
According to valmorgan.com.au, there are 50 movie sessions taking place at
this cinema on a daily basis. Using the clip, we can directly market to target
audiences, create positive brand sentiment. In fact, Cinema has the highest
positive receptivity in Australia when compared to other media. There are 47%
positive attitudes to ads in cinema which is significant greater than any other
media vehicles. (Valmorgan.com.au)
4. Flyers
Estimates numbers of residents, workers, students and tourists is 928,000.
Have location and brand name of the business highlighted as well as the
features of the products, to attract people to come in.
5. Ad-bikes
Bicycle boards are a cost effective tool to advertise for Puffers Pastry in an
eco-friendly manner. They move messages with zero emissions, have 360
degree impact, and they stand out on the streets and can be deployed
throughout areas where traditional billboards are not able to reach.(e.g. bike
paths, beach areas, parks, etc.)
6. Print advertisements
including posters, calendars, bookmarks, business cards, etc.

Page 20 of 31
 By distributing desk calendars among CBD office workers, bookmarks among
students who study in the CBD, business cards among local residents and
general shoppers and wall calendars among local businesses, it will raise
brand awareness and create brand recall, builds a good brand image for
Puffers Pastry.

 Specify the recommended media and vehicle/s, and the rationale for
their selection in the media plan

 Buy one get 2nd one half price: On special occasions such as mother’s day,
Valentine’s Day, customers who buy one product in store can get 2 nd one for
half price.
 Loyalty rewards card: e.g. buy 6 get 7th free. Customers can sign up with
Puffers Pastry to participate in the loyalty rewards program. They will receive
a card or a loyalty number which serves the purpose of keeping records of
their purchase history from the shop. When the number reaches the target set
by Puffers Pastry, they will be eligible for special rewards.
 Free cupcake on your birthday: customers who have signed up with Puffers
Pastry to participate in the loyalty rewards program will give them access to
their personal info such as date of birth. On the day of their birthday they can
come in to the store and enjoy a free birthday cupcake.

 Ensure the media plan contains a budget allocation per medium per
advertising period

Table Q

Media Vehicles Budget % of total budget

Cinema $7,000 28%
Social media $500 2%
Flyers $350 1.4%
Print advertisement $3870 15.48%
Magazine $1,280 5.12%
Ad-bikes $12,000 48%
total 5,000,000 100%

Page 21 of 31
  Identify the anticipated impact of the advertising and measures to
assess its effectiveness in the media plan

Table R

Media vehicles Daily Weekly Fortnightly Monthly Quarterly Yearly

Social media Instagram 

Facebook 

cinema Hoyts 
Flyers 

Magazines 
Print (Donna
advertisement Hay)
s Desk 
calendars
Bookmark 
s
Magnetic 
business
cards
Ad-bikes Ad-bikes 

Figure 1

Page 22 of 31
 Budget %

Cinema
Social media
Flyers
Print advertisement
Magazine
Ad-bikes

 Includes measures to assess the effectiveness of your media vehicles

selected
Performance improvement expert Harrington once said, “Measurement is the
first step that leads to control and, eventually, to improvement.” It is necessary
to measure the success of our media vehicles performances. Measuring the
effectiveness and the impact of them will also help us identify the loopholes in
them, which then can be studied for improving future advertisements. Below is
an image of measures we could use to assess the effectiveness of our media
plan:
Figure 2

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 cleverism prmention

For the purpose of this exercise, one mass print advertisement must
be included in your creative brief.

Creative Brief

Role for advertising

 To make immediate sales

 To build a good brand reputation and image

Target Audience

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  Business community in CBD
 Students who study in the city
 Local CBD residents
 Tourists
 Inner city visitors
 General shoppers

Key Consumer Insight

 Puffers Pastry caters to customers with sentimental values such as emotional

fulfilment, fulfils the realities of different lifestyles such as an escape from
elements of depression, financial stress, family breakdowns and other
problems.
 Puffers Pastry offers opportunity to build relationships, establish friendships,
create social networks etc.
 It’s also ideal for special occasions such as anniversary, engagement, end of
year party for local businesses, birthday, celebrations, and friendly gestures
between friends and so on.
 It caters to all customers with different personalities, out-going, introvert,
status conscious, and those that love to indulge, leaders etc.
 It satisfies customers that have different buying behaviours/patterns, whether
they are used to make the purchase every morning, seasonally or merely spur
of the moment.

USP

 The products range from coffee, tea, milkshake, cakes, biscuits, to

sandwiches, pies and so on, which are all freshly made in store every day.
 Their unique points of difference are products are sold are affordable price,
they satisfy the taste buds.
 Customer can not only expect good dining experiences but also engage in
social activities in store where there is great ambience, lighting and design.

Tone and Manner

 Superior
 Fresh
 Attractive
 Bright
 Relaxing
 Professional

Desired Mediums

 Social Media
 Magazine

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  Cinema Advertising
 Flyers
 Ad-Bikes
 Print Advertisements(Calendars, bookmarks, posters, magnetic business
cards)

Budget

$25,000

Mandatory

 Logo of Puffers Pastry

 Company name
 Address
 Business hours
 Opening days
 Features of the products
 Website
 Contact details

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Page 29 of 31
Bibliography:

Val Morgan
www.valmorgan.com.au

Bell print
www.bellprint.com.au

Blue line media

www.bluelinemedia.com/movie-theater-cinema-advertising

Socialmedianews.com.au
www.socialmedianews.com.au/social-media-statistics-australia-june-2017/

Roy Morgan
www.roymorgan.com/industries/media/readership/cross-platform-audiences-
magazines

Bauer-media.com.au
www.bauer-media.com.au/brands/the-australian-women-s-weekly/

Sensis.com.au
www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2017-
Chapter-1.pdf

Abs.gov.au
www.abs.gov.au/ausstats/abs@.nsf/mf/8146.0

Donna Hay
www.donnahay.com.au/

Tomorro.com/au
www.tomorro.com/au/competitions/cash

WME Digital Market

www.wmegroup.com.au/about-us/

City of Melbourne
www.melbourne.vic.gov.au/business/support-resources/promote-
business/Pages/banner-program.aspx

Melbourne Central Business District and Remainder

Small Area Demographic Profile 2013
www.melbourne.vic.gov.au/pages/search

Val morgan.com.au
www.valmorgan.com.au/wp-content/uploads/2017/06/Whitepaper-for-
Cinema_FINAL_22.06.17

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Appendices

The City of Melbourne Council recommends business register at least 10 days

before their intended activity distribute handbills date. However, some locations such
as railway stations exits are very popular and may be booked up to three months in
advance.

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