AMB319: Media Planning

Transcription

1 AMB319: Media Planning Media Strategy and Plan Team Name: JZJ Agency Name: Jenny Chan n Jina Kim n Zuyi Zhang n Tutor Name: Hannah Rowe Tutor Number: 1 Due Date: 22 October 2015 Word count: 1,954

2 Table of Contents Introduction and Insights... 1 Media Objective and Media Strategy... 2 Media Objectives... 2 Media evaluation plan... 2 Media Strategy... 2 Media Channels options... 4 Overview... 4 Television... 4 Newspapers... 5 Digital... 5 Media Budget and Media Schematic... 7 Media Schematic... 7 Media Budget... 8 Appendix 1 the budget for QTQ Appendix Appendix 3 the budget for the Radio Appendix 4 the budget for the Newspaper Courier-Mail Appendix 5 the budget for Internet Appendix Reference... 15

3 Introduction and Insights Australia Zoo is a leisure and entertainment theme park. The target audience for Australia Zoo is families with pre-teens school-aged children. The demographics for target audience are based from Roy Morgan data. The types of demographics are parents with children 6-8 years, married, employed full time and sometime grocery buyers. The geographic are Brisbane, Sunshine Coast and Gold Coast. The psychographics for target audiences are busy life, watch TV, difficult to switch off work, not enough hours in the day and responsibility in the job. The key insight is to bring the family together and to have a special memories time together with a family. The market analysis for Australia Zoo is setting to continue to set to the next level of animals conservation and education. The product analysis is Australia Zoo is a conservationist work to deliver an animal experience. With Australia Zoo is the ultimate wildlife adventure delivery conversation through education. The media imperatives are based on the target audience in the appendix 6. The graph shows that the newspaper reaches the most and internet has the most index numbers. 1

4 Media Objective and Media Strategy Media Objectives Media objectives are reaching 60% of family with pre-teen school-aged children at least twice over a month ( ) through flighting schedule by $200,000 budget. The main target audience of the product is family with pre-teen school-aged children. Four different media will use for accomplishing the goal of reach and frequency. In addition, the advertising scheduling of flighting employs to inform the product. There are several reasons. Firstly, the good is close to seasonal product because the product indicates specific date and aim at the school holidays (Management Study Guide, 2015). Another reason is cost efficiency by advertising short period and at the peak time (Management Study Guide, 2015). Therefore, this is useful method for the product and the limited amount of budget. Consequently, using four different media can increase product awareness and effectively communicate the comparative advantage of Australia zoo to consumers. Media evaluation plan Pre-plan analysis and post buy analysis use to evaluate a media plan for Australia zoo. Firstly, the impact of media plan is evaluated before presenting the media plan of the product to the client that is pre-plan analysis (Katz, 2007). This evaluation helps to check the media plan weather encounter advertising and marketing objectives. Australia Zoo Previous Recent Budget for media plan 58,200 $200,000 Zoo/wildlife park/sanctuary Theme parks Brand Awareness 31% 69% Table 1. Example of pre-plan analysis After running the advertisement, the post buy analysis uses to identify how well the plan delivered to the consumer (Katz, 2007). This evaluation can measure and predict the process of each medium. Therefore, the post buy analysis, which is based on econometric modeling will use for the Australia zoo because this method appropriate to the objectives of Australia zoo media brief. Media Strategy The category of leisure and entertainment is highly competitive during school holiday periods. The challenge of the planner is to offset this competitive by creative media plan. The big idea of the media strategy is to provide special memories time to target audience by 2

5 emotional appeal and specific information. The reason is that purchasing leisure and entertainment activities for holiday is a high involvement product, thus these kinds of products or communication require psychological and emotional motives (Williams, 2003). During this period, the product will advertise by four different media that includes television, radio, newspaper and digital. Firstly, QR code will be used in media for attracting consumers and informing about the product. According to Allegra (2011), QR cord helps to access information quickly and immediately, to expand promotional reach, to integrate more than one medium and to increase participation or consumers about advertising. In addition, the age of high usage of QR codes is 18 to 34 years old in each country and the users of QR codes will continue to increase worldwide (Amendola, 2013). Therefore, the basic information and comparative advantage can introduce to consumers concretely by QR codes such as various educational programs for children and the beneficial entertainment environment for families. Another plan is that the advertisement will involve activities that consist of the product for the temptations target audience such as a picture or word puzzles. These activities assist people to relax their brain during rest time and these engage people to obtain appealing objects and to have a great physical experience (Conceptis Puzzles, 2013; Shofali, 2015). In addition, these also help or increase people to spend time with family, friends or colleges (Robinson, Smith & Segal, 2015). As a result, this factor can assist the company to attract consumers through motivation by spending time with family and the activity advertising. 3

6 Media Channels options Overview The four media channels recommendation for Australia Zoo based on the families with preteen school-aged children on media imperatives from Roy Morgan data. The four media channels are television, radio, newspapers and digital would be the most recommended for Australia Zoo. According to the Roy Morgan data is using the media imperatives as the high of v% for the media channels. Also the data will be using the media consumptions from media imperatives of how many audiences use each media. Television According to the Roy Morgan data is that the target audience use FTA TV (Free to Air TV) is 88.4%. Channel 9 (QTQ 9) would be most appropriate media for Australia Zoo and according to Roy Morgan data (2015) is that the channel 9 has the highest number of station shares. The use of television is 29% for the audience use the medium commercial TV (2-<3 hrs per day) and most audience watch the television at home. The advantages for the television are creativity and impact, coverage and cost-effectiveness, captivity and attention (Blech, Blech, Kerr & Powell, 2014). The creativity and impact the advertising message on the Australia Zoo by interacting the sight and sound to presenting the products of Australia Zoo (Blech, Blech, Kerr & Powell, 2014). Coverage and costeffectiveness is that the TV commercial for Australia Zoo is to makes it possible to reach the large audience (Blech, Blech, Kerr & Powell, 2014). Captivity and attention, according to Blech (2014) is that the TV ads have an effect on consumers simply through heavy repetition and exposure to catchy slogan. This means that the product of Australia it is easier for the target audience to avoid the TV commercial message (Blech, Blech, Kerr & Powell, 2014). The disadvantages of the television are costs and lack of selectivity (Blech, Blech, Kerr & Powell, 2014). The cost of television is that the efficiency is reaching the large audiences and it is expensive to advertisers (Blech, Blech, Kerr & Powell, 2014). According to Blech (2014) the high cost of television stems not only from the expense of buying airtime but also from the costs of producing a quality commercial (Blech, Blech, Kerr & Powell,2014). Lack of selectivity some television is available through variations in programs and subscription TV (Blech, Blech, Kerr & Powell, 2014). According to Blech (2014) advertisers who are seeking a very specific, often small, target audience find the coverage frequently extends beyond their market, reducing its cost-effectiveness. Radio The radio from Roy Morgan data (2015), the families with pre-teen school-aged children listen to the radio of 75%. According to Roy Morgan data, the 7.5% of most consumers listen to % of the radio use as the medium commercial radio (1-<3 hrs per day) during their drive time. 4

7 The advantages for radio are cost and efficiency and selectivity (Blech, Blech, Kerr & Powell, 2014). The cost and efficiency is the main strength of the radio media as an advertising medium because it is low cost (Blech, Blech, Kerr & Powell, 2014). The low costs of radio make it one if the efficient of all advertising media. The low cost of radio can build more reach and frequency into their media schedule within a certain budget. The selectivity is that a major advantage of radio with a high degree of audience selectivity available through the various program formats and geographic coverage by the number of stations (Blech, Blech, Kerr & Powell, 2014). The disadvantages are creative limitations and limited listener attention. The creative limitations of the radio advertiser cannot show the product, demonstrate it or use any type of visual appeal or information (Blech, Blech, Kerr & Powell, 2014). Limited listener attention is a problem for radio is it difficult for listeners attention to commercials with a radio programming, particularly music is often as the background to some other activity and may not receive the listeners full attention (Blech, Blech, Kerr & Powell, 2014). Newspapers According to the Roy Morgan (2015) from media imperatives is that the number of families with pre-teen school-aged is 97% that read the newspaper in the last 7 days. The courier mail would be most audience read the papers. The light newspaper (1-2 in last week) of 52% consumers read during work time. The advantages of the newspapers are geographic selectivity and reader involvement and acceptance (Blech, Blech, Kerr & Powell, 2014). The geographic selectivity is more geographic or territorial selectivity than any medium except direct mail (Blech, Blech, Kerr & Powell, 2014). The geographic selectivity of newspaper to concentrate their advertising in specific areas they can t reach with other media (Blech, Blech, Kerr & Powell, 2014). Reader involvement and acceptance is consumers level of acceptance and involvement with the ads contain in the newspapers (Blech, Blech, Kerr & Powell, 2014). According to Blech (2014) many consumers use newspapers not only for news, information and entertainment but also for assistance with consumption decision. The disadvantages of the newspaper are reproduction quality and lack of selectivity and declining circulations (Blech, Blech, Kerr & Powell, 2014). The reproduction quality is the paper stock and the cost of colour impact on the quality of newspaper ads (Blech, Blech, Kerr & Powell, 2014). Lack of selectivity and declining circulations with a newspapers will be inefficient by wasting circulation that the results from reaching all of the newspaper readers (Blech, Blech, Kerr & Powell, 2014). According to Blech (2014), the internet is easier for the reader which most paper now have tablet and mobile apps. Digital The digital would be useful as the internet media for Australia Zoo by using social media includes Facebook or Twitter and YouTube stream video. According to Roy Morgan data 5

8 (2015) is that 71% of families with pre-teens school-aged use the internet in last 7 days. According to Roy Morgan data (2015), the social network (Facebook or Twitter) is 42.5% and stream video (YouTube) is 32.6% with families with pre-teens school-aged children. With the 24.6% of medium internet (>9-24 hours a week) using at home. The benefits for the internet are information resources, entertainment, social network and online services (Youth Village, 2013). The information resources are the information is the biggest advantage for the internet. The search engines like Google, Yahoo are the most useful on the internet to find all sort of information (Youth Village, 2013). Entertainment is another way to surf the internet (Youth Village, 2013). Online services with the internet has made online services with your transactions online includes buying tickets online, book tickets for a movie, transfer funds and right from your home(youth Village, 2013). Social network is using Facebook or Twitter, according to Youth Village (2013) social networking has become so popular to connect with millions of people with similar interests. The disadvantages for internet are virus threat and theft of personal information (Youth Village, 2013). Virus threat by using the internet is often plagued by virus attacks on the systems with a virus programs if you clicked harmless link. With a computers connected to the internet might get virus attack and may end up crashing (Youth Village, 2013). Theft of personal information by using the social network which it is a risk a theft to your personal information such as name, address credit card number and many more (Youth Village, 2013). 6

9 Media Budget and Media Schematic Media Schematic 7

10 Media Budget Media Investment % of Investment ($200000) Television-QTQ 9 $ % Radio-97.3 $ % Newspaper-Courier Mail $ % Digital-Internet $ % Totally $ % Table 1.0 the budget of media planning (the calculation process will be shown in appendix). Based on Appendix 2, reach 60% target audience with at least twice of frequency that the TV ad should buy 300 TARPs. 60% of TARP can be reached by Peak time ad Sun-Sat 18:00 to 22:30. However, it is not all target audience would like to watch TV on peak time. For example, housewife is more like watch day time TV (Hinch, 2011). Therefore, Another 40% of TARP can be reached by all Off Peak time ad. Based on Appendix 3, radio ad should be bought depend on spot. Due to the TV ad is most efficient channel and it will be run from 13 Sep to 3 Oct. Therefore, 61.42% of budget will be used on TV ad. The radio ad will be placed only 2 weeks from 21 Sep to 3 Oct. The full page (12*6) Courier-Mail ad will be released on the last week from Monday to Friday. Therefore, it costs $ The digital ad want to achieve impressions which through Internet. Facebook and Twitter cost $6000 per channel. Additionally, Online Video costs $

11 Appendix 1 the budget for QTQ 9 Rate TARP CPT Total budget Peak Sun-sat $ $ $ (18:00-22:30) All Off Peak $496 2 $248 $29760 The total budget for QTQ 9 is $ (300 60%) (300 40%)=$ $29760=$ It occupies 61.42% ( % = 61.42%) of budget. 9

12 Appendix 2 10

13 Appendix 3 the budget for the Radio 97.3 The radio ad period of Australia Zoo is from 21 st August to 1 st October which contains 2 weeks. Mon Fri $ =$21360 The percentage of investment $21360 $ % = 10.68% 11

14 Appendix 4 the budget for the Newspaper Courier-Mail The full page $ The percentage of investment budget $ = 11.28% 12

15 Appendix 5 the budget for Internet $ = $6000 Due to the channel of Internet includes Facebook, Twitter. Therefore, $6000 is for each, three channels should be $ = $12000 Furthermore, the budget for online video of YouTube should be $ = $ The total budget for Internet: $ =$28000 The percentage of investment $ % = 14.0% 13

16 Appendix % % % % 40.00% v% ix 20.00% % Newspaper Magazine FTA TV Radio Internet Cinema Outdoor Advertising 0 Graph 1: Media imperatives 14

17 Reference Allegra. (2011). Increase sales impact with QR codes: Connecting print with mobile marketing. Retrieved from QR-Code.pdf Amendola, J. (2013). How the QR code boom will affect you. Retrieved from Belch, G.E., Belch, M.A, Kerr, G. & Powell, I. (2014). Advertising: An Integrated Marketing Communication Perspective (3 rd Edition) North Ryde, NSW: McGraw-Hill Education Conceptis Puzzles. (2013). 21 reasons why people play logic puzzles. Retrieved from Hinch, S. (2011). Daytime TV viewers-who are they? Retrieved from Katz, H. E. (2007). The media handbook: A complete guide to advertising media selection, planning, research, and buying (3rd;3.; ed.). Mahwah, N.J: L. Erlbaum Associates. Management Study Guide. (2015). Models of advertising scheduling. Retrieved from Robinson, L., Smith, M., & Segal, J. (2015). The benefits of play for adults: How play can improve your health, work, and family relationships. Retrieved from Shofali. F. (2015). Why traditional toys, puzzles and games are making a comeback. Retrieved from Williams, A. (2003). Hospitality, leisure and tourism: Understanding the hospitality consumer Routledge. doi: Youth Village. (2013). Advantages And Disadvantages Of Using The Internet. Retrieved from 15