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BSBADV507 Develop a Media plan
Assessment Task1
Assessment – BSBADV507B Develop a media plan
Table of Contents
Report of Media Requirements
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1
1.
Introduction
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1
2.
The target audience
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1
3.
Customer profile
...........................................................................................................................
1
4.
Market factors
...............................................................................................................................
2
5.
Creative and media implications
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2
Key advertising message
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2
6.
Merchandising requirements
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3
7.
Relevant local, national or international legislation or standards for media use
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4
Available budget
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5
References
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5
Assessment – BSBADV507B Develop a media plan
Report of Media Requirements
1.
Introduction
Eywa is an Australian-owned company which produces natural chemical-free skin and body
care products
The purpose of this report is to identify media requirements for Eywa to plan media
advertising
The scope of the report is identifying the target audience, detailed customer profile, relevant
market factors to be considered, creative and media implications, merchandising
requirements, legal and voluntary constraints and available budget.
2.
The target audience
The primary target audience will consist of female professionals and wives of professionals,
aged
3.
Customer profile
Beauty conscious women who are interested in looking after their well-being using
holistic approaches to health
Take high care of their skin a major priority.
Live an active life, occupying them with any combination of work, study, raising
children, staying fit and healthy, and socialising.
Concerned of the adverse effects of chemical-based skin care products
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Assessment – BSBADV507B Develop a media plan
Searching for a skin care regime based on natural products which won’t harm their
body or the environment.
Looking for natural skin care products which are good value for money and will leave
their skin looking radiant and help fight aging
4.
Market factors
The skincare market comprises of cosmetic and medical products. Cosmetic products involve
enhancing beauty while medical products are concerned with resolving skin-related ailments
such as rashes.
5.
Creative and media implications
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.
Key advertising message
The following points will be included in the advertising message:
Earthsprite products are 100% natural, effective, affordable and innovative.
All Earthsprite products contain tamanu oil which 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.
Assessment – BSBADV507B Develop a media plan
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.
6.
Merchandising requirements
Merchandising is the arrangement of products in a physical or online store to maximize
sales. The objective of merchandising is to close the sale after advertising campaigns bring
customers into the store.
Enhancing the Appeal
The first impression is usually the most important one, which is why window displays in
brick-and-mortar stores and landing-page layouts in e-commerce stores are so important.
and illuminates the merchandise, especially during peak holiday selling seasons.
Store Layout
The type of store usually dictates the floor and shelf layout. Retailers may often move items
to the front of the shelves to avoid giving the impression of not having enough items on
stock. Retail managers may use the sales-per-square-foot metric, which is the ratio of sales
to total shelf and floor display space, to assess the effectiveness of a merchandising strategy
and make the necessary adjustments.
Online Merchandising
E-commerce stores should have a simple layout and an effective search tool for customers to
browse through the store effortlessly.
Other Techniques
End caps, which are the ends of store shelves, and power islands, which are free-standing
Assessment – BSBADV507B Develop a media plan
7.
Relevant local, national or international legislation or standards for media use
Legislation and Regulation
The following legislation, regulations or codes of practice directly affect the ‘Get in touch with your
dark side’ campaign:
Competition and Consumer Act 2010
Australia New Zealand Food Standards Code
The Code of Practice on Nutrient Claims in Food Labels and in Advertisements 1995
Australian Association of National Advertisers (AANA) Food and Beverages Advertising and
Marketing Communications Code
Internet Advertising Networks of Australia (IANA) Code of Conduct
Broadcasting Services Act 1992
.
Facts to consider in
local, national or international legislation or standards for media use
Truth in Advertising
Advertisers must also have evidence available to back up claims they make.
Advertising to Children
That children are not likely to understand exaggerated statements or images, citing
the example that children may believe a toy helicopter to come fully assembled
when in fact assembly is required.
Advertising Harmful Products
Different countries look differently on the advertising of vice products and services,
striking
Advertising Tactics
Advertising tactics present additional ethical challenges. Advertisers have a range of
less-
Cosmetics—ingredients labelling
The mandatory standard for ingredients labelling on cosmetics came into effect on 31
October 1993 and was last amended 23 May 2008. It covers labelling for cosmetics.
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Assessment – BSBADV507B Develop a media plan
Under the mandatory standard, cosmetic products are substances or preparations intended
for placement in contact with any external part of the body, including the mouth and teeth,
for the purpose of:
altering the odours of the body
changing the appearance of the body
cleansing the body
maintaining the body in good condition
perfuming the body
protecting the body.
Eywa’ ‘Get in touch with your dark side’ advertising campaign will be compliant with the above
legislation and Codes of practice in the following ways:
Eywa will not engage in conduct that is misleading or deceptive or is likely to mislead or
deceive
Eywa will not make any false health claims regarding food content or the ingredients in its
products
Eywa will ensure that the label on the packaging of all the products referred to in its
advertisement applies include a nutrition information panel
Eywa will use all reasonable endeavours not to include on the its website or campaign
microsite those types of content forbidden by the IANA Code of Conduct
Eywa will not knowingly violate any applicable laws or regulations with regards to its website
or advertising campaign microsite
Eywa will respect the licence conditions stipulated by the Broadcasting Services Act regarding
the number, type and content of ads in C periods, bans advertising in P periods, and C and P
programs.
Available budget
The budget for this promotion is $5 million.
Assessment – BSBADV507B Develop a media plan
References
Student Workbook, 2011, BSBADV507B Develop a media plan, Innovations and
Business Industry Council, Australia
http://www.productsafety.gov.au/content/index.phtml/tag/ingredientslabelling
http://www.ukessays.com/essays/marketing/factors-affecting-on-womens-skin-care-
products-marketing-essay.php#ixzz3VMpMruIq