Media Planning (spans 2014) For this final project, you will work In a team to put together a strategic media plan for a brand. Each team can function Like a media agency/group. Your task Is to conduct research and put together a plan that will help elevate the client’s brand to a new level in the market place. You need to convince the client that you have the best plan to help the brand achieve its objectives. You have to rely on the library’s databases, the Internet and other creative means to do your search.
Your plans will e Judged in three areas: creativity, relevance and coherence of information, and quality of presentation. The following project outline and explanations are provided here to help you prepare the media plan. A good media plan should have sound research and competitive considerations, realistic objectives, creative use of the budget, media classes and vehicles, and good Justification for decisions and recommendations. Please note that texts In bold type are suggested headings and subheads. Requirements: 1 .
The report should be typed, single-spaced with spacing between paragraphs. Use Times New Roman, 12-point font size. . The written part of your media plan (excluding references and appendixes) should not exceed 20 pages. 3. At least one traditional medium (TV, radio, magazine, and newspaper) and one creative medium (Internet, social media, DAM, out-of-home, etc. ) should be selected in the media mix. 4. Powering-based presentations of the project for about 15 minutes in the last week of class Evaluation cartel for the project (30 points In total): 1 .
Completeness: Extent to which all elements of the media plan project are addressed (5 puts) 2. Comprehensiveness: Quality, originality, relevance and renounce of information presented. Demonstration of thorough research, and knowledge and appropriate use of media planning concepts and strategies. (10 puts) 3. Mechanics: Written report is submitted in a professional format and is free of grammatical and keyboarding errors (5 puts) 4. Oral presentation: Effectiveness of presenting the research within allocated time (5 puts) 5.
Peer evaluation: Everyone in your group is equally responsible for contributing to the project (5 puts) Due dates: Individual competitive analysis due In class on Thursday, April 24, 2014 Situation analysis due In class on Wednesday, April 30, 2014 Final media plan due at noon on ;space, Monday, May 26, 2014 1 . Cover: Include project title, names of group members, course number and name, and date. 2. Executive Summary: A page with several short paragraphs summarizing your media plan.
This is where you provide an overview of the plan and explain why your plan works best for the client. 3. Situation Analysis: (Refer to the textbook, p. 16; up. 140-141) Conduct secondary research and gather data from company websites, annual reports, news articles, government sources, etc. ) Environmental analysis: A brief description of any social, cultural, economical, and political factors or trends that affect the buying minds and behaviors of consumers. Particularly, focus on those factors that affect the industry your product is in. A few paragraphs) b) Company and brand analysis: A brief sketch of the company that owns the brand; briefly describe brand’s sales, grows, and market share, key features or benefits, product life cycle, seasonal patterns in sales or consumption, distribution channels, images or perceptions, or positioning. Any congenial differences in consumption or distribution of the brand. (1-2 pages) c) Target audience analysis: Provide a detailed analysis of the brand’s consumer. Demographic and cryptographic information.
Consumer profiles of both product and media use. (less than one page) d) Advertising history of the brand: Creative-?current brand positioning, advertising slogan or headline, advertising messages or appeals. Any promotional or marketing activities? What is the combination of media and vehicles that the brand has been using? You can organize this part by either logical or chronological order. About one page) e) Competitive analysis: Who are the major competitors? Please use separate headings for each direct competitor.
Provide a brief analysis of each competitor’s market share or sales figures, marketing and advertising strategies/positioning, and media spending figures. It is recommended that you use charts or tables to highlight or compare differences or similarities. Your focus should be on direct competitors. Page numbers can vary. (This part is based on individual assignment #1 . See page 4 in this handout. ) 4. Creative Strategy: State communication objectives and strategies. Brand positioning, theme line or slogan. Briefly explain or illustrate executions (print ad, TV, outdoor, or other media). 1-2 pages) 5. Media Objective and Strategies: (2-3 pages) a) Target audience and media mix (objective and strategy): Provide substantive descriptions or interpretations of your target. Describe your media selections, and explain why. B) Reach and frequency (objective and strategy): Include effective frequency goals. Use Strop Model. C) Geography (objective and strategy): Explain rationality and designated market area concentration. D) Scheduling and timing objective and strategy) Tactics: (2-5 pages) a) Specific vehicle recommendation: Provide rationales.
If you have a media integration plan, include it here. B) Media plan details and documentation, including flowchart and budget: Detail monthly spending and media distribution of paid and unpaid media, media classes, or subclasses Data showing monthly reach and frequency Data showing effective reach levels Criteria for determining media values – CPM and Grips by medium for advertising and/or for public relations 7. References: You need to provide full citations and references of all the important arks used or cited in your report.
Use PAP styles consistently through the report. In general, cite author and year within texts, and cite author, year, article title, publication etc in the reference list. 8. Appendix: Include key supplemental research information (market share and spending, media users, rate cards) that you have used for this project. Individual competitive analysis Each member in the project team selects one competitive brand and conducts a competitive advertising and media analysis. You are expected to complete the analysis independently.
And your report will be graded independently. This assignment is 15% of your final grade. The report should be typed, single-spaced with spacing between paragraphs. Use Times New Roman, 12-point font size. The written report should not exceed 3 pages (excluding title page, references and appendix). Write concisely and effectively. Quality of the writing matters, not quantity. In case secondary data are unavailable, you need to be prepared to conduct tracking across media platforms to obtain data and statistics relevant for media placement of the competitor brand.