Draft A Report Highlighting" Media and Creative Planning"

• Objective

To make informed strategic decisions on media and creative strategies to effectively reach and influence your target audience

• Requirement

Individual report

Strategies proposed should be context relevant and outcome-driven

• Relevant to campaign objectives
• Relevant to your target audience

Strategies proposed should be logical

• Evidence-based and insights-informed

Media planning should be practical and feasible

• Within the budget
• Achievable for a 3-month campaign.

Brief review of REVISED target audience

summary target audience statement + KEY market research findings=ONE paragrap

• Only report the data that are relevant to your strategy development

You can change/update/revise your target audience given the feedback provided to Part 1 report

Media Strategy

• Media strategy (IMC tools)
  • eObjective(s) for each tool selected (e.g., advertising, public relations, event marketing, etc.)
  • Justification
• Media strategy execution (e.g., TV/newspaper/outdoor for advertising, AND 60 minutes/Channel 9 News for TV spending and Frankie/Vogue for prints, etc.)
  • What?
    • Media class, e.g., use TV vs. print vs. Internet for Advertising
    • Media subclass, e.g., newspaper vs. magazine for Print Advertising
    • Specific vehicle, e.g., which newspaper or magazine
  • Why and How?
    • Medium justification
    • Medium weight
• Duration
• Frequency

• Creative strategy

- Key benefit claim (What to say?)

• Use means-end theory to decide on attribute, message and value to be communicated on in this campaign
• Present your selected attribute, message and value
• Justify the decision using consumer insights reported earlier
• Slogan for the campaign

? Mock-up creative works (How to say it?)

• Visual only (minimum 2 to be used in different media)
• To be placed in the Appendix

• Appendix

? Media planning schedule (when to spend on what media for how long)

? Mock-up creatives (minimum two visuals)

? Budget spending

? Others as needed (these Appendix must be referred to in the report)