Draft A Report Highlighting" Media and Creative Planning"
- University :
Macquarie University Exam Question Bank is not sponsored or endorsed by this college or university.
- Country :
Australia
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
- What?
- 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)