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DALTON COLLEGE

BSBADV 507 Develop a media plan Assessment

Task 1- Case study based project (Define media requirements)

Candidate Name

Student ID

Assessor Name

Date

Performance objective

This assessment is to assess your ability to identify and define media requirements, select media vehicles

and determine media schedule.

Assessment description

Using simulated workplace, Eywa, an Australian-owned company which produces natural chemical-free skin and

body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties.

You are provided with the advertising brief of Eywa. Identify and define media requirements, select media

vehicles and determine media schedule for the next 3 months.

Note: The work completed for this assessment task provides the basis for completing Assessment Tasks 2 . Ensure you

keep an electronic and/or hard copy of this completed assessment for future use.

Assessment instructions

1. Read the Eywa, an Australian-owned company based, simulated business information provided on the

following pages and complete the following three tasks.

2. Activity 1 - define media requirements for Eywa, natural chemical-free skin and body care

products.

3. Activity 2 - Conduct a survey to identify media vehicles and complete all sub activities in activity 2.

4. Activity 3 - Create a media schedule, testing schedule, media budget for the three-month

advertising campaign and an alternative media schedule for the company to use to the same

budget in case of a change of media vehicles after testing.

5. Activity 4 - Information session on media planning knowledge

Assessment submission specification

You must complete and submit all the following activities:

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Eywa advertising brief

Client name: Carol Knox, Marketing Director, Eywa Project name: Earthsprite product launch Prepared by: Jessica Carter, Media Planner, Eywa

Products

Eywa is an Australian-owned company, which produces natural chemical-free skin and body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties. These ingredients are derived from over 70 different plant and flower species including a few rare plants found in the Amazon rainforest.

Eywa is about to launch its new Earthsprite skin care range. All of the Earthsprite products contain tamanu oil, a completely natural skin healing agent, which comes from the tamanu tree, indigenous to various parts of Southeast Asia.

Advertising campaign objectives

The objectives of the advertising campaign are to successfully promote the launch of the Earthsprite skin care range, create brand awareness for the Earthsprite products, and differentiate the brand from its many competitors. We wish to position the Earthsprite range as the only high quality, 100% natural, highly beneficial skin care brand that is reasonably priced.

Target audience

The primary target audience will consist of female professionals and wives of professionals, aged 25-54. Roughly, half of this group will be married with combined annual household incomes of approximately $150,000. They will be from various racial backgrounds. They live in inner city or suburban areas.

The primary target audience consists of women who are beauty conscious and interested in looking after their well-being using holistic approaches to health. They consider taking care of their skin a major priority. They live an active life, occupying them with any combination of work, study, raising children, staying fit and healthy, and socialising.

They are becoming increasingly aware of the adverse effects of chemical-based skin care products. They are searching for a skin care regime based on natural products that will not harm their body or the environment. They are looking for natural skin care products that are good value for money and will leave their skin looking radiant and help fight aging.

Media strategies

Eywa could advertise using mainstream media such as free to air TV, radio, women's magazines and health magazines. Online advertising including social media sites such as Facebook and Twitter could also be highly effective. Point-of-sale display space in a major supermarket or chemist chain should also be considered. The catchy slogan 'Reconnect with nature' should be used in all of the advertisements.


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Key advertising message

Earthsprite products are 100% natural, effective, affordable and innovative.

• All Earthsprite products contain tamanu oil that possesses a unique capacity to promote the formation of new tissue, thereby accelerating healing and the growth of healthy skin.

• Eywa believes nature provides us with everything we need to look and feel beautiful and healthy. Nature looks after us so we should look after nature. Eywa products contain ingredients from plants, which are grown organically and ethically and are highly effective.

• Eywa is 100% Australian owned. • Eywa's products are excellent value for money and more reasonably priced than their competitor's

products.

Tone and manner

The Eywa brand already has an established tone and manner that it wants to continue with this range. The

brand is contemporary, sincere, innovative, affordable, and ethical and promotes nature and well-being.

Campaign timeframe

The advertising campaign will run for 3 months, from July 1, 2016 until September 30, 2016.

Budget The budget for this promotion is $1 million.

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Activity 1 - Identify and define media requirements

Using the above advertising brief of Eywa, complete the following information.

1 Target audience characteristics;

1.1 Demographic

1.2 Lifestyle

1.3 Social and cultural factors

1.4 Values or attitude factors

1.5 Existing product usage

2 Consumer profile:

2.1 Demographic information

2.2 Psychographic information

3 Market factors:

3.1 Identification of the product

or service as high

involvement or low

involvement


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3.2 Product characteristics

3.3 Competitive situation

4 Creative requirements:

4.1 Words, pictures, sound, music, action, colour, etc.

4.2 Will the advertising be in electronic or physical form?

4.3 Will the advertisement need to consider local, national or international creative boundaries?

5 Merchandising requirements:

5.1 Will the product or service advertising be relevant to specific communities?

5.1 Will the product or service have an association with a specific media vehicle and why?

5.2 Media budget

5.3 Legal and voluntary constraints


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Activity 2 — Conduct a media vehicles survey

2.1. Conduct a media vehicle survey using the following survey questionnaire.

Survey at least ten female friends, colleagues or family members using the following questionnaire. Ask each female which brands she has heard of. Then ask them to fill out one survey for each one of those brands for you to use for the activity 3.

Media Vehicles Survey Tool

Please answer the following survey questions:

1. Wat skin care brand do you use? (please tick)

• The Body Shop • Jurlique • Cetaphil • L'Occitane • Aesop • Clinique • Sukin

• Other (If other, please specify the brand)

2. How did you hear about this brand's skin care boxes and complete the associated questions.

• TV advertisement

• Newspaper or magazine advertisement

• Social media (Facebook/twitter/YouTube)

products? Please tick one or more of the following

• Radio advertisement • Word of mouth

• Online advertisement • Website

• Email • SMS

3. Please give any details you recall (TV channel, name of newspaper or magazine, radio station,

website where the advertisement was located, size and position of advertisement on webpage,

which social media, email or SMS from which organization, day, approximate time, during which

program, how many times you have seen this advertisement).

4. Did you purchase a skin care product by this brand after receiving this recommendation from above

media?

• Yes • No

5. Which media vehicle you use most (TV channel/Radio station/ newspaper/ magazine etc.)?

6. What day, approximate time, during which program, how many times you are exposed to this

media?

7. If you have used online advertisement or social media, please give any details you recall (website

where the advertisement was located, size and position of advertisement on webpage, how many

times you have seen this advertisement online)


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2.2. Describe survey outcome

A. 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. Fill the following table evaluating the media vehicles used to advertise the brands listed above.

Survey areas Survey outcome description (please fill this table)

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 advertisement,

scheduling etc.)

e. Having considered the results of

the survey, confirm the selection

of your media vehicles

f. Provide reasons that justify how

the media vehicles you have

selected meet legal and ethical

requirements.

g-

h. What measures would you use to

assess effectiveness of media

vehicles selected?

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B. 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.

Media Advantages Disadvantages

R a t i o n a l e

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chosen for the Three-month period.

Reach, frequency and relevancy

In the application of statistics to advertising and media analysis, reach refers to the total number of different people

or households exposed, at least once, to a medium during a given period. Reach may be stated either as an absolute

number, or as a fraction of a given population (for instance 'TV households', 'Women' or 'those aged 20-55'). The

reason this multi-channel approach works is best explained through the concepts of reach and frequency. To make

work well, it is important to understand the relevancy of a medium to the target audience.

Note: You must fill this table using only the media chosen for the advertising campaign

Media Use only the media chosen for Eywa advertising campaign

Reach (refers to the total number of people " in the audience" for your advertisement)

Frequency (refers to the number of times an individual is exposed to your ad)

Relevancy (is exactly what it implies—how relevant your ad is to an individual at the t ime and in the context that he or she is exposed to it)

TV

Radio

Print

Online

Social media

Other (specify)

D. Calculate CPM.

CPM refers to the cost of one thousand impressions of an advertisement. Take the cost of an ad and divide it by the

total audience, then divide that by one thousand: Cost/(audience/1000)

Cost of advertisement

Total audience

Calculations of CPM


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Activity 3 - Create a media schedule

1. Create a media schedule that includes information for the duration and timing of each media and the distribution of messages over the three-month advertising period.

July August September

Week 1 2 3 4 1 2 3 4 1 2 3 4

Days

Media

Media


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2. Create a testing schedule

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.

July

Week 1 2 3 4

Days

Media

Media


3. P repa re a budge t s u m m a r y to out l ine to ta l costs for t h e t h r e e - m o n t h campaign .

Media ca tegory and budge t

Media Cost (AUD$)

TV

Radio

Print

Social media

Digital/online

Total


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4. Develop an alternative media schedule that would also work with the same budget.

Note: The purpose of the alternative media schedule is for the company to use to the same budget in case of a change of media vehicles after testing.

July August September

Week 1 2 3 4 1 2 3 4 1 2 3 4

Days

Media

Media


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Activity 4 - Information session

Provide an information session to your team (work mates) to increase their knowledge base about media planning. Use the fol lowing points. Your team will include your assessor and fel low trainees.

Outline and explain data analysis and matching techniques

List organisational products and services offered

• Identify organisational budget and resource constraints

Identify principles and characteristics of advertising media, types of media and advertising strategies

identify and explain key provisions of relevant legislation, codes of practice and national standards

affecting business operations

Identify and explain ethical principles relating to advertising industry

Define terms for describing media audiences.


DALTON COLLEGE

BSBADV507 Develop a media plan

Assessment Task 2- Written report (Produce a media plan)

Candidate Name

Student ID

Assessor Name

Date

Performance objective

You are required to demonstrate your ability to prepare a media plan that defines media requirements,

specifies recommended media and specific media vehicles, takes budget allocations in to consideration, and

has measures in place to evaluate the impact and effectiveness of the media plan.

Assessment description

Design and develop a full media plan. The media plan must include, the information in the reports you

prepared for Assessment Tasks 1.

The media plan should cover all the areas in length, and adopt a similar format to the Cocoa Delights Media

Plan. You should use this plan, as well as the associated media budget and media schedule, as a guide for

your media plan. You may use a different format, but ensure that all the key information is covered.

• Consolidate and make any necessary adjustments to your reports in response to the feedback

provided by your assessor from Assessment Tasks 1.

• Review the Cocoa Delights media plan provided to you and use it as a template for your own media

plan or alternatively you may have access to another media plan from your own workplace or create

your own from scratch.

• Using the steps outlined in the assessment instructions on the following page, design and develop a

media plan.

• You may use the market information provided in the appendix for market analysis.

• Identify which effectiveness measures you will use to evaluate the media plan.

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Assessment instructions

1. Review and use the advertising brief provided in Assessment Task 1 and information you have

developed in your report of assessment task 1 including media schedule, media budget etc.

2. Create a media plan for the three month period which defines and addresses the media

requirements of the advertising brief and provides evidence to support each requirement.

3. Ensure that the media plan contains the following sections:

a. executive summary (an overview of what the report covers including its outcome)

b. situational analysis

i. Marketing analysis

ii. market analysis

iii. advertising analysis

c. media strategy

i. which media vehicles will you use for each target audience

ii. creative and communication considerations

d. media scheduling

i. media and media vehicles

ii. Period and days/time of media activity

e. Media budget

f. campaign evaluation strategy

i. statement of advertising goals in terms of measurable results

ii. evaluation measures

iii. contingencies for media schedule adjustments

4. Present your media plan to your manager/assessor

Assessment submission specification

You must complete and submit a media plan in a report format.

Assessment Task 2/Assessment Task 2 BSBADV507 -V2 v 2.0 Page 2 of 5

DALTON - COLLEGE

Appendix Australian Skin Care market information

The Australian skincare market is forecast to increase at a compound annual growth of 2.51% over the next

five years. This represents an increasing from a valuation of around AUD $1.32 billion in 2012 to reach a total

in 2017 of approximately AUD $1.5 billion.

According to a recent report, The Future of the Skincare Market in Australia to 2017/ Facial Care is the clear

leader in the industry, with the Body Care sector a distant second.

The fastest growing category in Australia's skincare market is forecast to be the Hand Care sector, which is

predicted to grow at a rate of 5.42% through to 2017.

This promising growth is a result of:

1. Technological advancement in the skin care market

2. Development of innovative products providing effective results

3. Ease of use and elegance of product

The increasing demand for anti-ageing products and growing concern for the use of natural and safe skin care

products are driving this industry.

Market trends

• Cosmeceutical skin care brands are gaining popularity in Australia, as consumers seek innovative and

effective products that contain active ingredients.

• Cosmeceuticals combine cosmetic and pharmaceutical ingredients and their popularity comes as

consumers demand functional products that include clinically proven ingredients.

• Similarly, dermocosmetics are also proving popular with consumers, as they look to treat sensitive and

problem skin conditions such as rosacea. Smaller niche dermocosmetic brands that popped up over the

review period and resonate well with consumers include La Roche Posay and NUXE.

Scope of the market:

• The skincare market consists of the sale of body care, depilatories, facial care, hand care, suncare and

make-up remover.

• Market overview & forecast overall Australia skincare market value and volume data split by category

• Market shares company share, brand share and distribution share for the skincare market in Australia

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• Skincare consumption and usage demographics analysis of Consumer Demographics in the Australian

skincare market

Highlights:

• Consumers in the 55+ age group used 22.1% of the total skincare products sold in Australia in 2008.

• Urban consumers used 94.4% of the total skincare products sold in Australia in 2008.

• Consumers in the 55+ age group used 26.4% of the total body care products sold in Australia in 2008.

Prospects

• Dermocosmetics/cosmeceuticals will see strong growth in skin care over the forecast period and has the

potential to become a category of its own.

• This growth comes as consumers seek functional products featuring active ingredients as well as products

suited to sensitive skin. Consumers will favour skin care products with functional and high tech ingredients

or those following a natural route.

• They are more aware and likely to read ingredients to ensure products claiming to be natural are in fact

so.

Competitive landscape

• L'Oreal Australia was the leading player in skin care, holding an 11% value share in 2014. L'Oreal Australia

markets a mix of mass and premium brands across all skin care areas.

• The company caters to the mass market with popular brands Gamier and L'Oreal Paris, while its brands

in the premium segment include Lancome, Biotherm and Kiehl's.

• L'Oreal is at the forefront of new product innovations, constantly launching products with new claims,

benefits and ingredients. In 2014, Gamier released 5 sec Perfect Blur in the new blur category, a skin

smoother that fades signs of ageing thanks to its concentrated light reflectors.

• Furthermore, it launched Micellar Cleansing Water and new face range, Moisture Match as consumers'

desire skin care products with moisturising and hydrating qualities.

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