Reference no: EM132298552

ASSESSMENT

You are to develop a media plan for an advertising campaign for at least one product or service which

• Defines the media requirements of your advertising brief
• Specifies rationales for media vehicles chosen
• Contains budgetary allocation for each advertising medium

Your assessor will act as your client - you can make an appointment with your client to obtain further information. However, be sure that you are prepared when you speak with your client, as they will only respond to the questions you ask!

Your advertising brief is as follows

Background - Puffers Pastry is a new patisserie opened in the CBD. Our products are | quality, targeting customers who are seeking a superior product at an affordable price. |

Objective - Primary (Immediate sales), Secondary (Branding)

Target - Business community in CBD and general shoppers

Reasons to Act and Believe - Quality Product, Affordable Prices

Point of Difference - All products made fresh same day - in store Budget - $25,000

Your report must:

Define the media requirements

• Identify the target audierice characteristics, and prepare a consumer profile
• Analyse product market factors to determine reach and frequency of advertising media selected
• Analyse the creative requirements of the advertising message and determine the media implications
• Identify media merchandising requirements from the advertising brief
• Confirm the media budget and identify legal and voluntary constraints

Select the media schedules

• Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account
• Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

Select media vehicle requirements aodfanies target the required audience, meet media

Select media vehicles th erchandising requirements within budget of the advertising mess at meet the creative, reach and frequency requirements

Ensure selected medi age to be achieved within the budget la vehicles meet legal and ethical requirements

Determine the media schedule

• Ensure the duration and timing of the media schedule meet the requirements of the advertising brief
• Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief
• Create a media schedule to the satisfaction of the advertiser
• Develop alternative media schedules for the advertiser within the budget
• Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

Produce a media plan including a creative brief

• Create a media plan which define the media requirements of the advertising brief and provides evidence to support each requirement
• Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan
• Ensure the media plan contsins a budget allocation per medium per advertising period
• Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan
• Includes measures to assess the effectiveness of your media vehicles selected

Assessment Summary
You are to submit the following evidence / perform the following tasks

Communicate with your client and identify / request all documentation that is required develop a comprehensive media plan for an advertising campaign

Prepare and submit your report that incorporates all aspects as outlined above including:

• Media requirements
• Media schedules o Media plan
• Present and explain your report with your client, and make any modifications required