FACULTY OF BUSINESS AND MANAGEMENT

COURSEWORK
CASE STUDY (INDIVIDUAL)

Programme : Bachelor of Business Administration (Honours) in

Marketing
Subject Code and Name : BBMK3033 Media Planning
Semester/Year : 2021/SEMESTER C
Student Name and ID : YONG ZHI QUAN B200174B

Lecturer’s Comment:

Assessment criteria Total Percentage

marks
%
Case study (Individual) /25 /10

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 ASSESSMENT RUBRIC: CASE STUDY

Poor Fair Good Points

earned
No. Criteria [0] [3] [5]

Professional  Not formatted to Formatting is Assigned format

Appearance and generally correct, followed explicitly:
1. Document Format  specifications acceptable Exceptional
professional professional
(e.g. Appropriate  Lacking professional appearance. appearance.
binding,
Headers/subheadings, appearance.
margins, table of
contents, etc.)

Visual Presentation Very few or none: Not Some used in a Appropriately used to
Elements well connected or generally effective effectively illustrate and
2. integrated to support manner to support support the document
(e.g. Charts, graph, the document. the document.
exhibits, figures, etc.)

Clarity of writing  Writing is not clear.  Writing is  Writing is succinct,

generally well precise, effectively
3.  It is difficult to organized and organized and
understand points understood. without ambiguity.
being made.
 Transitions are  Transitions,
 The writing lacks used to facilitate explanation and
transitions, and clarity. Some elaboration are
examples. examples extensive to elucidate
and/illustrations points.
are used to
support  Detailed illustrations
explanation or and/or examples are
recommendations used to support
. explanation or
recommendations.

Conclusion or  Fail to draw Formulates clear Assimilates and

recommendations conclusions or conclusions with critically reviews
4. conclusions rely on adequate support. information, uses
author’s authority reasonable judgment,
rather than strength and provides balanced,
of presentation. well justified
conclusions/recommend
 Draws faulty ations.
conclusions.

 Shows intellectual
dishonesty

References and  Omits research.  Adequate number  Shows intellectual

supporting resources of current honesty.
5.  Reliance on direct sources.
quotes rather than  Attributes sources
integrating concepts  References completely and
into body of text. generally cited properly.
correctly with
 Incomplete or  Wide range of current

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 missing minor corrections. and relevant sources
bibliography/referen used.
ces.
 All sources cited
properly.

Total individual assessment marks /25

Total coursework marks (%) /10

ANSWER:

The process through which marketers select where, when, and how frequently they will run
an advertising in order to optimise engagement and return on investment is known as media
planning. The media strategy may distribute advertising expenditure and resources across a
variety of online and offline platforms, including broadcast, print, paid commercials, video
ads, and native content.

An efficient media strategy will produce a collection of advertising chances that are tailored
to a certain audience and fit within the marketing budget of the company.

Media planners must be well-versed with the organization's brand and target audience, as
well as numerous media outlets and emerging media trends.

Media planning is primarily concerned with developing a strategy, analysing its efficacy, and
making adjustments, whereas media purchasing is concerned with putting the strategy into
action.

As previously said, the media planner will assess the brand and target demographic to decide
the best messaging and media mix to use in order to reach customers in a favourable and
powerful way.

The major focus of this case study is on Nike's advertising. The AD is a Nike advertisement
film that was uploaded on YouTube in Korea. The film's central theme is that athletes are not
born winners, and that even though they fail frequently, they will triumph if they keep trying.
A film can make it very apparent to the viewer what it is attempting to express. Carry on the
ethos of JUST DO IT and instil a positive attitude in the brand.

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What I find special about this ad is that Nike uses reverse thinking, repeating lines about
failure over and over again. This content is more memorable than the content that encourages
athletes. The ad doesn't particularly use any flashy writing but the man in the film portrays a
critic who can impress customers.

In a society where technology is becoming more and more advanced, digital advertising can
move the market better than traditional advertising, and it costs less. Traditional advertising,
such as newspapers, TV, posters, are so inefficient that no one pays attention to them
anymore, and they are not cheap either. But the point of digital advertising is convenience
and speed. Brands just need to find an influential person to endorse the brand. The company
can go advertising with platforms like YouTube or TIKTOK. The benefit is that the influence
is high and the cost is low because the ad can be repeated, but a newspaper may cost a fortune
for one run.

What is the best way to use digital advertising to achieve maximum cost benefits? Companies
need to find relatively compatible spokespeople, for example, sports brands need to find
sports-style celebrities, and cosmetics brands need to find web models. You can choose to
shoot short videos in a creative and low-cost way, which can attract many young people to
buy.

I think most young people are now more interested in digital advertising than newspapers and
posters, and I think most people now use a lot of social software, FB, INSTAGRAM,
YouTube, etc. If the target audience is young people, it would be more effective to choose
digital advertising.

There are five advantages of advertising on YouTube.

Cost .YouTube advertising is similar to a pay-per-click (PPC) campaign. In other words,

marketers are only required to pay if the visitor clicks on the ad. Because marketers will not
pay too much on PPC advertisements, this is regarded to be incredibly cost efficient.
Advertisers have complete freedom in determining how much they will spend for an
advertisement. Furthermore, there are no costs associated with advertising space.

Time. The average time spent by a visitor on YouTube is frequently longer than on other
advertising platforms. Because of the long session time, there will be more opportunities for
visitors to be drawn to advertisements. When it comes to mobile devices, the percentage is
considerably greater.

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Reach. YouTube has been utilised by many people in a variety of fields, including education,
business, and entertainment. It has become the go-to site for watching videos for many
individuals. YouTube has nearly 1.3 billion users worldwide. In the following years, the
number of users is likely to rise. Because of this large quantity, your adverts will have a
better chance of reaching your target audience.

Targeting. Rather than broadcasting commercials to the whole public, it is critical for
advertisers to target the appropriate audience. YouTube has targeting features that allow it to
reach consumers based on themes, keywords, categories, placements, and other demographics
such as gender, age, and geography. In other words, you will choose who will see your
advertisements.

Tracking. Users may track the performance of their videos and advertisements on YouTube.
YouTube, for example, has a feature called Analytics that may be used to learn more about
users and their actions. Similarly, you may track ad performance using your Google Ads
account. A google advertising account may provide all of the information about prices, views,
and budget.

There are 3 disadvantages of advertising on YouTube.

Control. YouTube advertising is completely uncontrollable. Users no longer have the option
of choosing which videos their advertising will play. There is also no assurance that adverts
linked to the videos will be broadcast. Advertisements may be utterly irrelevant to your
brands at times.

Second, although targeting provides numerous advantages for YouTube advertising, it also
has some disadvantages. YouTube's targeting isn't without flaws. While you have control
over who sees your adverts, it is still dependent on the categories that consumers choose. If
the user's chosen category is not the same as the videos posted, targeting for YouTube ads
will be tough.

Third, Bypassing Ads. Everyone sees the most common sort of YouTube commercial, which
is only shown for 5 seconds. After this time, viewers will see a skip button that will allow
them to skip the commercial. Because the time limit is so short, advertisers must be able to
promote their brand in under 5 seconds. This is totally dependent on the advertisers'
marketing plan. If the advertisers are skilled enough, they may be able to turn viewers into
consumers in this short time frame. Furthermore, you can afford to run unescapable

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commercials for 15-20 seconds. However, this is usually not suggested because it may irritate
your viewers.

Conclusion

Finally, in this case study, I learned that a brand that wants to advertise can choose to use
creative and logical thinking to design their video content, and that Nike does a great job of
implementing the spirit of JUST DO IT so that each viewer remembers exactly what the point
of the ad is when they watch it. Digital advertising will only get hotter in the next few years,
especially TIKTOK, YOUTUBE these few.

Modern marketing frequently necessitates the use of several types of media, and data-driven
media planning enable marketers to provide a consistent message across all channels. This
aids in the optimization of campaigns and message, as well as the streamlining of the
campaign evaluation process.

Creative messaging, I discovered, lies at the heart of the marketing communications that are
crucial to brand positioning. People's perceptions of your organisation are influenced by
marketing communications, which offer them a degree of perception about your products and
services. If you get them incorrect, it will have an impact on your brand's positioning.

Web content, press releases, corporate or campaign slogans, landing sites, and social media
messaging are all examples of excellent marketing communications. Every piece of material
you write should mention your company. To most successfully promote the firm, attract new
investors, and impress stakeholders, marketers must ensure that message is aligned with your
advertising approach.

References
Korea, N. (n.d.). Youtube. Retrieved from Youtube: https://www.youtube.com/watch?v=ONLW-
q4S8Gg