BSBADV507 Task 3
pptx
keyboard_arrow_up
School
Universal Business School Sydney *
*We aren’t endorsed by this school
Course
311
Subject
Communications
Date
Nov 24, 2024
Type
pptx
Pages
12
Uploaded by Musika
EYWA MEDIA PLAN
Presented by: XXXXXX
SUMMARY
Eywa is a skincare company that is owned by an Australian. The company is well-renowned for its 100% natural skincare products assembled from more than 70 natural plants and flowers. The company will initiate Earth sprite skin which promotes the advantages of tamanu oil from tamanu tree.
The motivation behind this report is to pick the proper media vehicles and make a media timetable in view of Earth sprite's financial plan for its publicizing campaign.
The budget is 5 million dollars to gain the brand awareness within 6 months
OBJECTIVES
Over the past 10 years, we have seen an increase in the advertising and promotion expenditures from 10% to 20% of the annual turnover. We hope to continue this growth by:
exceeding company growth targets in the next 12 months
achieving 1 million hits to the Earthsprite s ‘Get in touch with your dark side’ microsite by the end of the campaign
to receive at least 500,000 responses to our campaign emails by the end of the campaign.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help
THE RATIONALE FOR USING THE MEDIA VEHICLES
Chanel Pros
Con Cost television
-Mass coverage
-Combanation of sight,sound,action -Hight frequency in specific audience
-Hight reach in general segments
-Short line massages 15-30 sec ads
-low selectivity
-Clutter
-Often perceived as nuitsance and ignored
-goods for awareness building with a general audience
$180,000
30 sec.
Radio -Local coverage
-immediate delivery
-goods localised market
-low production cost.
-Audio only
-clutter
-low attention grabbing capabilities
-short exposure time
-low cost
-focus to specific area
$3,000/30 spots
Health Magazine
-Specific audience
-hight reach specific segment
-low budge
short life span
- enhance the brand image
$8,000/half page
$10,000/full page
Digital Media
-User attention and involve
Ment -interactive
Involvement
-Flexible message platform Increasing measurement capability
-target Technolagycally
Perceived as nuisance advertising pop-ups
-potentially non-segmented reach -clutter
-low budget
-test out new markets.
Depending on the company budget
SITUATIONAL ANALYSIS
Demographics:
60% female
aged 25-54
live the the city and rural zone
families, couples and singles
wives who work from home
average household income of $150,000.
Lifestyle:
worried about their health
search for high-quality products
prepared to pay for best quality
success and career driven
live active life
Geographics:
they live and work in inner city or suburban areas of Sydney, Melbourne, Brisbane, Adelaide and Perth
50% of this target audience are married couples
ADVERTISING STRATEGY
The slogan ‘Reconnect with nature’, expresses a very unique message that has a natural and innovative feeling. The message will present the item as a genuine, natural, beautiful, and vigorous with non-chemical. Also, the message will exhibit that this is 100% Australian and has great qualities than different contenders.
Keywords: Natural, tamanu oil, innovative, affordable
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help
MEDIA STRATEGY
Both traditional media and digital media will be used for the advertisement of the product with the following plan:-
1) Traditional media : TV, Woman’s magazine, Healthy magazine, Point-of-sale, chemist chain
2) Digital media : social media such as Facebook and Twitter, YouTube
MEDIA SCHEDULE
MEDIA BUDGET
Media Vehicle
Advertising period
Cost
Social media
Continually advertise
$200 per months
Poster
Every month
$300 per months
Flyers
Every fortnight
$200 per fortnight including staff wage
Radio
First 2 months
$5,000
Testing schedule
Media Vehicle
Date
Method Social media
Everyday
Track number of viewer, share, like
Poster
Monthly
Measure number of customer who pass by the poster and talk about the shop
Flyers
Monthly
Measure number of customer who using flyers as discount for their purchase
Radio
Monthly
Measure number of staff and word-of-mouth in local area
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help
CAMPAIGN EVALUATION STRATEGY
Objective
Evaluation strategy
To communicate brand existing to customer
Doing survey with local people
To increase shop revenue by 20%
Calculation from financial report in each day
To increase level of communication with customer
Measure customer satisfaction
To increase number of customers by 20%
Calculation number of customer visit store each day
ALTERNATIVE MEDIA
Alternative media can used when the plan is missing because of urgent or uncontrollable event.
There are many alternative media vehicle we can use with the same budget such as:-
1) Sponsorship – Many people who join the event can see the logo and perceive the brand. The advantage of sponsorship is to convey the right message to the right target. The cost can be varied from $5,000 depending on the size of event.
2) Auto mobile ads – You can see the advertising in the street which will be benefit to get the target group in the city because the advertising is high cost so the automobile ads can attract their attention. The cost will be around 15,000 per day
THANK YOU !
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help