BSBADV507: Develop a media plan
Advertisers through the advertising tool try to identify about the changing customer taste, preferences and as per their needs and wants they able to design their advertisements campaigns (Kaplan & Haenlein, 2010).
At the same time consumer profiles uses by the advertiser to achieve the competitive advantage by designing such message for the target audiences that can able to connect and relate by the customer. This will help in attracting maximum customers towards their product.
Media and advertising are able to relate each other as both the tools have common objective that is to create the awareness about the particular product or services to the wider audiences.
This is done by the advertiser through selecting the best suited media tool for advertise the content of the media with the aim to generate the need. Thus both the aspects are crucial for the need generation and creating demand among the customers.
There are six ways to profiling the market that are mention below:-
- Firstly there is need to add KPI such as revenue generation per customers, email responsiveness, product mix and purchase channel.
- Secondly it is requiring to enhances and enrich the data in which it is advisable to collect sufficient data about the market like customer’s lifestyle, likes and preferences of the target consumers.
- Thirdly it require to segment the market as per the product, services and then need to target the customer according to the frequency, reach and characteristics of the target group so that maximum opportunities can be generated.
- On the basis of target market, the advertiser needs to select the best suited media tool for effectively communicating their message to target market.
- Lastly, there is need to measure the effectiveness of the selected campaign by keep track of changes and trends of the market (Cheek, et al., 2013).
The factors that can influence the reach and frequency requirements of the adverting media that are as follows:-
- Attentiveness of the customers
- Cultural barriers
- Changing in Technology
- Changing in taste and preferences of customers
- Brand loyalty of customers
- Media cost
The creativity become an essential part of the current advertisement as today’s customer find always new in each product offering so it is necessary to add creativity by the advertiser by designing their ad. They can add creativity in the image presentation and ad message so that customer can perceive unique about the offerings.
In that case it becomes requirement to analyse the creativity into the advertising message. Selection of best suited media with the designing of creative message helps in uplift the brand into the market (Stelzner, 2014). This practice has positive implications in future as creativity message enables the marketers to attract and retain the maximum customers.
There are various activities that need to consider while analysis the advertising media requirements that are as follow:-
- Nature of product
- Market potential
- Type of distribution strategy
- Creative Message
- Budget for the media advertisement
- Competitive Advertising
- Reach and frequency of media
- Cost of advertising
- Coverage
- Continuity
Self-regulation of the advertising industry has been achieved by establishing a set of rules and principles of best practice to which the advertisement industry is bound to work accordingly (Jensen, et al., 2013). These rules and regulation is in the form of codes and based on the belief that adverting agency use legal, decent, honest and truthful presentation of message.
The evaluation of media adverting is performing by collecting the information about the customer’s reaction and behaviour after their consumption of product (Zhou & Wang, 2013). Besides that, by analysis the returns of the investment in advertising, the marketers can evaluate the media plan.
The investigation of the media vehicle is the important activity as media is selected by the advertiser as per the product requirements and on the basis of nature and characteristics of product (Danaher et al., 2010). So it is indentify that media investigation is the ideal process in selecting the right media.
In order to select the appropriate media then the advertiser firstly require identifying the product nature and characteristics then needing to design the message for the product. On the basis of message, advertiser needs to select the media for conducting the appropriate advertising.
For the Selection of advertising media for the company, it is required to follow the below mention factors:-
- Objectives of firm
- Frequency and reach of media
- Cost of media
- Coverage of media
- Target market characteristics
- Company advertising policy and approach
- Past experiences with media
- Type of advertising Message
Different types of media vehicle that is use by the company in their advertisement campaigns that are mention below:-
- Newspaper
- Televisions
- Direct mail
- Radio
- Magazines
- Online sites
- Outdoor media like billboards
- Mobile vans
List of different types of legislation in advertisements that are as follows:-
- Telemarketing and consumer fraud and abuse prevention act
- Telephone disclosure and dispute resolution act of 1992
- Federal Cigarette labelling and advertising act of 1966
- Comprehensive smokeless Tobacco Heath education act of 1986
- Fair packaging and labelling act
- Advertising standards authority for united kingdom
- Advertising standards council in India
It can be possible through making extensively analysis or evaluate the media plan by monitoring that whether the actual result of media is able to match with the standards results and by analysis that media scheduling is meeting the organisational objectives (Moriarty, et al., 2014).
Likewise, it is monitor that how much target customers are aware about the product or know the product so this can helps in identifying that whether selected media is able to meet the company objective in an effective manner.
The main purpose of media scheduling is to prepare a timeline for different activities in order to achieve the goals of advertisement within the predetermined timeframe (Wilmshurst & Mackay, 2010). It also helps in making effective utilisation of effective resources and assist in covering the wide area of target market.
The cause of create alternative schedules is to protect from the business risk as selected media fails to meet the requirement of organisational. In case selected media increases the budget of the company and does not able to provide adequate returns to the company then in that case alternative schedules will prove beneficial for the company (Nowalk, et al., 2010).
Besides that it is observed that company also create the alternative schedule in case the competitor is also using the same media tool.
Steps of development of media plan
- Market analysis
- What internal andexternal factors may influence the media plan?
- Where and when to focus the advertising efforts?
- Establishing media objectives
- Analysis the media coverage
- Frequency of media
- Who is the target audience?
- Determine media strategy
- Implementation of media plan
- Evaluation and follow up
This statement signifies that advertiser pay the advertisement agency on the basis of repetition and continuity presentation of the ads. Besides that advertiser also allocate the budget to the media plan based on frequency, reach and coverage of media.
The planner should include media plan for implementing systematic activities and able to analyse the performances gap and media plan also guide that what activity should perform first with how much budget investment and at what time (Hensel & Deis, 2010). Thus, this systematic process assists the company to easily achieve the objectives in a short span of time.
It is necessary to identify the anticipated impact of advertising because it helps the company to identify that set objective of the company is able to related the advertisement objectives. With the predication of the adverting goal, the company is able to identify the area where they need to make investment.
It can be measure by identify that how much target market know about the product and get aware about the offerings. On the comparison of actual results with the organisational objectives, company can measure the effectiveness of the advertisement campaigns.
Data analysis and matching includes the analysis of the relationship between two or more variables (Painter & ashe, 2012). It is necessary that these data are appropriately matched so that the process for matching data and interpreting results is documented.
It is necessary to understand the products/ services offering in order to develop the advertising and marketing strategy so that company can select the best suited media for making advertise their product and services in an effective manner to customers.
Due to lack of resources and budget allocation to media plan, planner does not able to develop and select the best suited media tool.
- Cost of the media
- Target market
- Product characteristic
- Objective of organisation
- Budget of the organisation
- Market coverage
Thus, such factors that can be seen while developing the advertising strategy and selection of media plan.
- Telemarketing and consumer fraud and abuse prevention act
- Comprehensive smokeless Tobacco Heath education act of 1986
- Fair packaging and labelling act
- Telephone disclosure and dispute resolution act of 1992
- Federal Cigarette labelling and advertising act of 1966
- Advertising standards authority for united kingdom
- Advertising standards council in India
Three ethical principles that can be applied to marketing/ promotion activities that are as follows:-
- Marketing communication should be truthful and not by implication, omission, ambiguity or exaggeration mislead the customer (Young, et al., 2011).
- Marketing should not misuse the research results or quotations of individuals like customers personal information etc.
- Marketing communication should not contain statements or visuals that offend standards of decency and not ruin the society interest.
The terms that is applied for the media audiences is that media audiences can be small or target audiences and on that basis media selection is done and develop (Kaplan, & haenlein, 2010). It can be a one person that reading a magazine or as large as billions of people around the world watching events.
| Media | Budget (In UK Pound) | Time period | Frequency requirements of advertising media |
| Print Media (Magazine, newspaper, etc) | 24.222 | Approx 2month | Every day |
| Broadcast media( television, radio, etc) | 56.8888 | Approx 5 month | Minimum 10 times every day and target he popular shows and TV channels |
| Social sites(Facebook, twitter, Linked In, etc) | 72.000 | Approx 3month | Show always at the time of user log in |
Above is the media plan, which will be used by the firm in its business to advertise the products and to communicate with the customers. This media plan will be helpful for the firm to get the desired outcomes and to increase the sales of the toys till the Christmas period.
In addition, in the table, there is proper description of the budget that will be invested by the firm with a particular time periods. The Budget is only for 10 month because firm wants to increase the sales of the products from the Octobers to the Christmas period.
Due to this concern, firm made the plan only for ten month. As well as this, from the above table, it can also be determined that the print media will be used by the firm to through Magazine and newspaper (Stelzner, 2014).
The reason behind this is that the major target group of the firms is the children aged between 6 and 15 so that Magazine and newspaper will help the firm in terms of attract the attention of these target group customers for increasing the sales.
As well as this, it will also attract the customer and make understandable the people about the products and the features. At the same time, the broadcast media like television and radio will also be used by the firm in its media plan.
The reason behind this is that it will make easy the firm to convey the information of the toys for the customers in less time and cost. Additionally, people are more passionate to watch usually the TV and use the radio.
So, for them, it will easy to know the company products and assist the firm to target the maximum people in less time. Along with this, firm will also use the social media in its media plan.
It is because it is one of the rapidly and highest useable sources by the people in all over the world and due to this; it will also be helpful for the firm to promote its products in high and effective manner in less time also.
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