Bsbadv507 - Analyse Market Assessment Answer

Assignment Task

BSBADV507 - Develop a media plan

Task 01: Define media requirements

1. Read the advertising brief provided in the Appendices of this Assessment Task.
2. Identify the characteristics of the target audience from the advertising brief.
3. Prepare a detailed consumer profile.
4. Analyze market factors to determine the reach and frequency required for each of the advertising media suggested in the brief. Consider the following factors:
a. level of involvement
b. product usage and life cycle
c. advertising message characteristics
d. product characteristics
e. competitive situation
f. media environment.
5. Write a paragraph on the creative requirements of the advertising message and the media implications, taking the available budget into consideration.
6. Outline the product or service merchandising requirements.
7. Identify any relevant local, national or international legislation or standards that you may need to consider.

Task Specifications:
You may wish to use the following headings:
- identifying the target audience
- detailed customer profile
- relevant market factors to be considered
- creative and media implications
- merchandising requirements
- legal and voluntary constraints
- available budget.

Your assessor will be looking for evidence of well defined:
- target audience characteristics:
    - demographic
    - lifestyle
    - social and cultural factors
    - values or attitude factors
    - existing product usage.
- consumer profile:
    - demographic information
    - psychographic information.
- market factors:
    - identification of the product or service as high involvement or low involvement
    - product characteristics
    - competitive situation.
- creative requirements:
    - words, pictures, sound, music, action, color, etc.?
    - will the advertising be in electronic or physical form?
    - will the advertisement need to consider local, national or international creative boundaries?
- merchandising requirements:
    - will the product or service advertising be relevant to specific communities?
    - will the product or service have an association with a specific media vehicle and why?

Your assessor will also be looking for knowledge of:
- data analysis and matching techniques
- legal and ethical requirements relating to the advertising industry
- organizational products and services offered
- organizational budget and resource constraints
- principles and characteristics of advertising media, types of media and advertising strategies
- key provisions of relevant legislation, codes of practice and national standards, such as:
    - anti-discrimination legislation
    - consumer protection laws
    - copyright legislation
    - ethical principles
    - fair trading laws
    - privacy laws
    - the Competition and Consumer Act 2010.
- terms for describing media audiences.

Task 2: Select the media vehicles and determine a media schedule
In developing your media schedule and budget you will need to:
- select media vehicles available for you to use for advertising
- weigh-up the relative merits of your identified media vehicles, taking any past media performance into account
- evaluate or test at least one new/‘alternative’ media vehicle against proven vehicles
- ensure that the selected media vehicles meet legal and ethical requirements
- calculate the desired reach and frequency of your selected media
- clearly outline the number, size/length, and placement of each advertisement over a six month period
- ensure that the schedule meets the requirements of the advertising brief in relation to the:
    - duration and timing of the media
    - distribution of messages over the six month period.
- ensure the schedule can be delivered within budget
- develop an alternative media schedule for the advertiser
- determine a testing schedule for the campaign and document how this can be continually modified in accordance with the results obtained
- clearly outline the budget required to successfully complete your media plan.

Procedure:
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.
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.
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.
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?
b. which media vehicles appear to be the most effective based on the results of the survey?
c. which combinations of media vehicles appear to be the most effective?
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 the advertisement, scheduling, etc.)
e. having considered the results of the survey, confirm the selection of your media vehicles
6. Provide reasons that justify how the media vehicles you have selected meet legal and ethical requirements.
7. Calculate a mockup of the desired reach and frequency of the advertisement based on media vehicles chosen for the six month period.
8. Create a media schedule that includes the following information for:
a. the duration and timing of each media
b. the distribution of messages over the six month advertising period.
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.
10. Prepare a budget summary to outline the total costs for the three-month campaign.
11. Develop an alternative media schedule that would also work with the same budget.
12. Present the schedules (original plus alternative) in the form of a short report.

Task Specifications:
- You must submit a report that clearly outlines all of the steps you took to select media vehicles and determine a media schedule. You may use the following headings:
    - Comparison of identified media vehicle alternatives
    - Evaluation of new or alternative media vehicles
    - Suitability of the selected media vehicles for the target audience
    - Media schedule
    - Alternative media schedules
    - Testing schedule.
- Your report must address all of the requirements listed in the procedure above.

Your assessor will be looking for evidence of:
- your evaluation skills in selecting media vehicles and determining a media schedule based on this evaluation
- your knowledge of how to calculate reach and frequency over a set period
- an in-depth budget summary outlining costs by media type and media vehicle
- your ability to consult on the media schedule
- your evaluation skills to compare and weigh advantages of one medium over another, and to match characteristics with media requirements
- the literacy skills needed to interpret the characteristics of different media and to match them to the requirements of the advertising brief.
- your knowledge of:
    - data analysis and matching techniques
    - legal and ethical requirements relating to the advertising industry
    - organizational products and services offered
    - organizational budget and resource constraints
    - principles and characteristics of advertising media, types of media and advertising strategies.

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