TASK 02: SELECT THE MEDIA VEHICLES AND DETERMINE A MEDIA

SCHEDULE
INTRODUCTION

Eywa is an Australian-owned company which produces natural chemical-free skin and body care
products containing.

The purpose of this report is to select media vehicles appropriate to the defined media
requirements for a product or service and determine a media schedule.

The scope of the report is the comparison of identified media vehicle alternatives and evaluation
of new or alternative media vehicles, statement of suitability of the selected media vehicles for
the target audience, development of media schedule and alternative media schedules and testing
schedule.

THE TARGET AUDIENCE

The primary target audience will consist of female professionals and wives of professionals, aged
25–54.

CUSTOMER PROFILE

 Beauty conscious women who are interested in looking after their well-being using
holistic approaches to health
 Searching for a skin care regime based on natural products which won’t harm their body
or the environment.
 Looking for natural skin care products which are good value for money and will leave
their skin looking radiant and help fight aging

AVAILABLE BUDGET

The budget for this promotion is $5 million.

1. Evaluation of Media of Advertising Campaign

Media Advantages Disadvantages

Television  High reach of audiences  The advertisement runs in
 Reach of general segments short time (20-30 seconds)
 Mass coverage  Less selectivity
  Sometimes the advertisement
will be ignored between shows
 Reaches the all  Younger demographic are not
Radio
demographics. keen
 Reaches Older  Younger Demographic are not
Newspaper
Demographic keen
 We can exactly segments
 Takes time to reach the
the targeted audience we
Magazine targeted audience
want
 Lack of Flexibility
 Good reproduction quality
Billboards  Visible in certain area  Cannot totally rely upon
 High level of involvement
 High customer attention
 Less costs
 Pop-up advertising would be
Social Media  Target young and middle
ignored sometimes
aged customer
 Flexible message can be
delivered to customer
In accordance to the pros and cons stated on the table, this Eywa will use several media
vehicles to run the advertising campaign, those are television, prints through magazine,
social media, and digital/online advertising. Choosing these media vehicles are based on
consideration of high level of public attention, the flexibility to reach targeted
demographic, also the costs that usually less compare to the other media vehicles.
2. AVAILABLE MEDIA VEHICLES
BROADCAST VEHICLE
Television vehicles include networks such as ABC, Cannel 7, Channel 9, Channel 10,
SBS and FOX. Usually, small businesses cannot advertise on national networks, but they
often advertise on local network affiliate stations. You can also choose from hundreds of
other dedicated cable networks, such as Lifetime, E! and CNN. Radio is often more
practical for small businesses. You usually have a wide variety of vehicles in the local
market that come in a variety of 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.
BILLBOARDS 
A billboard (also called a hoarding in the UK and many other parts of the world) is a
large outdoor advertising structure (a billing board), typically found in high-traffic areas
such as alongside busy roads. Billboards present large advertisements to passing
pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive
visuals, billboards are highly visible in the top designated market areas. The largest
standard-size billboards, known as Bulletins, are located primarily on major highways,
expressway viewed principally by residents and commuter traffic, with some pedestrian
exposure. 
3. SURVEY REPORT
The survey collects opinion from 10 respondents using the specific survey (assessment
appendix) and the survey revealed the following results. The purchase of a skin care
products after exposing to which media advertisement resulted as follows:

Media Responses
Word of Mouth 0
TV Advertisement 3
Newspaper/Magazine Advertisement 1
Radio Advertisement 1
Online Advertisement 1
Website 1
Facebook, twitter or instagram 3
Email 0
SMS 0
Total 10
 4. SURVEY OUTCOME DETAILS

 Which media vehicles achieved the highest reach based on the results of the survey?

According to the survey the highest reach is tied between TV and social media that is
Facebook

 Which media vehicles appear to be the most effective based on the results of the survey?

Social media although had a higher impact still tied with the TV in the survey.

 Which combinations of media vehicles appear to be the most effective?

The combination of TV, newspaper, word of mouth, radio, social media are effective in
reaching the specific demographics but TV and Facebook had the most impact.

 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.)?

According to the responses of the survey, Facebook with the particular social circle using
the skin care product the response grew and with TV the advertisement with information
about the skin care product clicked

 Having considered the results of the survey, confirm the selection of your media vehicles.

Considering the results of the survey, the following media vehicles will be selected for
the advertising campaign along with the stated advertising strength.

5. RATIONALE FOR MEDIA SELECTION VEHICLE AND LEGAL AND ETHICAL

REQUIREMENTS

LEGAL AND ETHICAL

MEDIA SELECTED JUSTIFICATION
REQUIREMENTS
 High reach, frequency and Free TV Australia code of
Broadcast TV relevance to the target practice Broadcasting
audience (Amendment) Act 2007.

Loyal readership
Longer shelf life Newspaper Libel and
Print Magazine
Highly targeted Registration Act 1881.
Tells a story in a picture
Increased reach and
frequency
Social Media
Less expensive
Influential among groups
Most measurable No legal requirements yet.
Website
Engaged audience
Flexible—can change ads
on the fly
Online Advertisement
On-demand, interactive
medium

6. MOCK-UP OF THE REACH AND FREQUENCY

In the application of statistics to advertising and media analysis, reach refers to the total
number of people who have been exposed, or visited at least once, to a media portal
during a given period. However, reach should not be confused with the number of people
who will actually be exposed to and consume the ad. This is simply the number of people
who are exposed to the media and therefore have the opportunity to see or hear an
advertisement or commercial. Reach can be expressed either as an absolute number, or as
a share of a specific population (eg 'TV households', 'Wemen', or 'those aged 25–54'). The
reason this multi-channel approach works is best explained through the concepts of range
and frequency. To do well, it is also important to understand the relevance of the media to
the target audience.
‘Reach’ refers to the total number of people "in audience" to the ads. Reach indicates the
size of the audience that has not been doubled. When considering reach, it's important to
remember that someone who sees or sees an ad more than once does not increase its
reach, but rather the frequency.

‘Frequency’ refers to the number of times someone sees the ads. Frequency is the
number of times someone sees your ad in any medium. Frequency can be obtained by
repeating the ad during the campaign date, and / or by rotating the ad between media
types.

‘Relevancy’ is exactly what is implied - how relevant the ads is to the individual at the
moment and in the context in which it is exposed. If the content is King, then relevancy is
Queen. Today's consumers have choices - what media to consume, when and how to buy
their goods. Before buying, they can go online and research a product or service, from
reading company messages to accessing customer reviews. People won't spend time with
ads if it's not relevant to them - demographic, contextual, behavioral, temporal.

REACH, FREQUENCY, AND RELEVANCY

MEDIA REACH FREQUENCY RELEVANCY

 Attentive audience
 Promotes brand personality
TV Highest reach Highest Frequency  Portrays real-life situations
 Combined audio and visual
enhances effectiveness
 Sounds increases recall
 Production done by radio
station
 “In the Moment” medium
Radio Increased reach Increased frequency  Targets audience with active
lifestyle
 Flexible—can change ads on
the fly
 Geographic focus
Print Increased reach Low frequency  Loyal readership
 Longer shelf life
 Highly targeted
  Tells a story in a picture
 Increased reach and
frequency
 Less expensive
 Flexible—can change ads on
Online Increased reach Increased frequency the fly
 On-demand, interactive
medium
 Most measurable
 Engaged audience

The cost of an advertisement or a schedule of ads is often based on CPM (Cost per
Thousand), a standard measurement that helps to gauge the potential reach of an
advertisement or series of ads—before spending any of the budget.

In advertising, CPM refers to the cost of one thousand impressions of an advertisement.

CPM gives marketers a way not only to compare the cost of ads when planning a
campaign, but also to measure the value of an entire campaign, even one that employs a
variety of media to deliver its message.

To calculate the CPM of a single advertisement, take the cost of an ad and divide it by the
total audience, then divide that by one thousand: cost/(audience/1,000)=CPM. If an ad
costs $2,000 and the total audience is 120,000 people, the CPM would be $16.67: 2,000/
(120,000/1,000) = $16.67.

For Eywa, the TV advertisement at peak time costs $2000 and has the reach of 7 million
women countrywide, the CPM will be around $0.30 cents.
7. MEDIA SCHEDULE FOR SIX (6) MONTHS PERIOD

JANUARY FEBRUARY MARCH APRIL MAY JUNE

DAYS 5 12 19 26 5 12 19 26 4 11 18 25 7 14 21 28 7 14 21 28 7 14 21 27

TV

CHANNE
L7
CHANNE
L9
CHANNE
L 10
PRESS

Women’s
health
Women’s
weekly
Women’s
Daily
SOCIAL
MEDIA
Facebook
 You-tube

Instagram

DIGITAL
/ONLINE
Campaign
microsite
developme
nt
in-store
promotion
s
direct e-
mail
Facebook/
twitter
banner ads
Other
advertisin
g online

8. ALTERNATIVE MEDIA SCHEDULE

JANUARY FEBRUARY MARCH APRIL MAY JUNE

DAYS 1 8 15 22 1 8 15 22 3 10 17 24 3 10 17 24 4 11 18 25 3 10 17 24

TV

CHANNE
L7
CHANNE
L9
CHANNE
L 10
PRESS

Women’s
health
Women’s
weekly
Women’s
Daily
SOCIAL
MEDIA
Facebook

You-tube

Instagram

DIGITAL
 /ONLINE
Campaign
microsite
developme
nt
in-store
promotion
s
direct e-
mail
Facebook/
twitter
banner ads
Other
advertisin
g online

9. TESTING SCHEDULE

JANUARY

DAYS 5 12 19 26
TV

CHANNE
L7
CHANNE
L9
CHANNE
L 10
PRESS

Women’s
health
Women’s
weekly
Women’s
Daily
SOCIAL
MEDIA
Facebook

You-tube

Instagram

DIGITAL
/ONLINE
Campaign
 microsite
developme
nt
in-store
promotion
s
direct e-
mail
Facebook/
twitter
banner ads
Other
advertisin
g online

10. MEDIA BUDGET

MEDIA COSTS (AUD$)

TV
Channel 7 350,000

Channel 9 280,000

Channel 10 250,000

PRINT

Women’s Day 150,000

Women’s Weekly 150,000

Women’s Health 220,000

SOCIAL MEDIA

Facebook 80,000

You-Tube 120,000

Instagram 180,000

DIGITAL ADVERTISEMENT
 Campaign Microsite
220,000
Development

In-Store Promotion 250,000

Direct E-Mail 50,000

Facebook/Twitter Banner Ads 250,000

Other Online Advertising 250,000

TOTAL 2,800,000

The cost summary shown on the above table is the accumulation for all the costs within 6 months period of campaign. The
distribution cost for half of the period (3 months) in accordance with the media schedule will be shown as follows:

MEDIA JANUARY FEBRUARY MARCH TOTAL COSTS/3

MONTHS
5 12 19 26 5 12 19 26 4 11 18 25
DAYS (AUD$)

TV

175,000
Channel 7
 Cost per month AUD$ 58,000 AUD$ 39,000 AUD$ 78,000

Channel 9 190,000

Cost per month AUD$ 71,250 AUD$ 71,250 AUD$ 47,500

Channel 10 175,000

Cost per month AUD$ 78,000 AUD$ 58,000 AUD$ 39,000

Total Costs (AUD$) 207,250 168,250 164,500 540,000

PRINT

Women’s Day 75,000

Cost per month AUD$ 25,000 AUD$ 25,000 AUD$ 25,000

Women’s Weekly 75,000

Cost per month AUD$ 25,000 AUD$ 25,000 AUD$ 25,000

Women’s Health 110,000

 AUD$ 44,000 AUD$ 22,000 AUD$ 44,000
Cost per month

94,000 72,000 94,000

Total Costs (AUD$) 260,000

SOCIAL MEDIA

Facebook 40,000

Cost per month AUD$ 10,000 AUD 15,000 AUD 15,000

You-Tube 60,000

Cost per month AUD$ 17,000 AUD$ 9,000 AUD$ 34,000

Instagram 90,000

AUD$ 30,000 AUD$ 30,000 AUD$ 30,000

Cost per month

57,000 54,000 79,000

Total Costs (AUD$) 190,000

DIGITAL
ADVERTISEMENT

Campaign Microsite 110,000

Development

Cost per month AUD$ 36,000 AUD$ 37,000 AUD$ 37,000

In-Store Promotion 175,000

AUD$ 58,000 AUD$ 58,000 AUD$ 59,000

Cost per month

Direct E-Mail 25,000

Cost per month AUD$ 8,000 AUD$ 9,000 AUD$ 8,000

Facebook/Twitter
175,000
Banner Ads

Cost per month AUD$ 58,000 AUD$ 58,000 AUD$ 59,000

Other Online
175,000
Advertising

Cost per month AUD$ 59,000 AUD$ 58,000 AUD$ 58,000

Total cost (AUD$) 219,000 220,000 221,000 660,000

TOTAL
ACCUMULATION 577,250 514,250 558,500 1,650,000
COST (AUD$)