Word doc/pdf, submit to vUWS. 4,000 words

Word doc/pdf, submit to vUWS. 4,000 words

Use of Artificial Intel- ligence: Use of generative artificial intelligence (AI) tools to brainstorm ideas, summarise reading material or to edit your submission is permitted. The content of your final submission must be your original work. Be aware that the output from generative AI tools may be incorrect, incomplete or biased.

Working with another person or technology in order to gain an unfair advantage in as- sessment or improperly obtaining answers from a third party including generative AI to questions in an examination or other form of assessment may lead to sanctions under the Student Misconduct Rule. Use of generative AI tools may be detected. More information is available on the Library web page.

Instructions: ( Client Brief - SOBAH non alcoholic craft beer)

Assessment

Media Report and Plan (4000 words plus Appendix). The project draws on the weekly readings, activities and lectures, and previously completed exercises. Client brief will be provided in the Week 2 Tutorial. Media Plan templates will be provided on vUWS.

Aims/Objectives

This project covers the Advertising Media process from receiving the brief, developing the strategy and planning and buying the campaign. The final project is your combined teams effort to deliver a well-structured campaign, through sound, supported knowledge, insights and selected channels.

Assessment Description1) Brand Challenge/Insight/Media Idea

Brand Challenge - one sentence. Plus justification - min 2 paragraphs, as to why you think its appropriate. You must include mention of research and cite sources in your justification.

Insight - one sentence. Plus justification - min 2 paragraphs. You must include mention of research and cite sources 16 in your justification.

Media Idea - one sentence. This is the umbrella theme for the campaign and needs to be clearly inspired by the Brand Challenge and Insight.

Include reference list, APA style.

2) Media Report and Plan

You will be assessed on your interpretation, evaluation, analysis and translation of your information/research in providing a creative media solution for your Brand. In other words, dont just provide loads of information. Analyse your data, think outside the square, and come up with a creative, insightful campaign.

The following headlines must be included, and for each heading, you must demonstrate your knowledge of the subject.

Executive Summary - no longer than 1 page, this should provide the highlights and summarise your report.

Indicate which student has contributed to which section.

The Brand Challenge - should be a brief statement, one sentence, clearly stating what the challenge is for the brand within the market.

Target Audience - no more than 4pp. Write a succinct analysis. Create a customer persona and a day in the life of (DILO) analysis. These are composites based on interviews you have conducted with five consumers who fit your target audience profile. You must also analyse Roy Morgan data and incorporate findings. This is not an exercise in fiction. Include transcripts of your five interviews in the Appendix. Note - the 4pp includes the 1p DILO and 1p Persona. (Refer to Lecture to understand a Persona and DILO.) State the stage in the Customer Journey that your campaign is focused upon (refer to the five stage Customer Journey model, see Week 7 Vid #1).

Insight - one sentence. Deep understanding of the consumer, the situation. An insight starts with the what (the fact), but reveals a deeper truth that inspires ideas and actions. Its the why.

Competitor Analysis - no more than 4pp. Write a succinct report based on Nielsen Advertising Expenditure and further research. Provide client recommendations based on this information. Note: further research includes secondary research (eg. ABS statistics, competitor websites, social media sites, WARC database etc), and primary research (eg. visit the retail outlet, try the product, talk to people, observe how consumers use the product/service etc).

Media Idea - one sentence. Umbrella theme for the campaign. Clearly inspired by Brand Challenge and Insight.

Media Objectives - approximately 12-1 page. State the business and advertising objective/s first. These need

to be translated to Media Objectives. DO NOT mention media channels in your media objectives.

Communication Goals - no longer than 12 page, and supporting rationale. Include reach and frequency goal, and TARPS.

Media Choice - What are the 5+ channels you will be using to reach your target? Justify your choice - what channel, why will this channel help you achieve your objectives, how will you use this channel? You need to provide clear rationale for the choice of media. This should be approx. 2-3 pages.

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Scheduling - no longer than 12 page and to include supporting rationale.

Geography - no longer than 12 page and to include supporting rationale and interpretation of the data.

Seasonality - a statement and brief description of the impact seasonality has to your planning.

The Media Plan - a one-page flow chart in Excel, showing media choice, scheduling pattern and choice of markets. Use template provided on vUWS. Take care in including costs (use the Rate card on vUWS), and working out your spend. NOTE: you must include TV in your schedule, and you must spend $1m.

Implementation - provide specifics of how you intend to bring the strategy to life. Provide your evaluation of choice of title, radio station, TV program. etc. For example, 2DAY vs 2MMM, Womans Day vs Womens Health. Approx 1 page.

Summary - provide a concluding statement. How does this strategy and plan address the objectives of the Clients Brief?

Reference List - APA style

Appendix Assessment Requirements

To deliver above, maximum 4000 words plus APA reference list and appendix.

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Marking Criteria:

The group project requires equal contribution from each student. It is important that you highlight which section you have completed as part of the Executive Summary at the beginning of your report. It is important that you work as a team - if you decide to work in the industry you will be working within a team.

Marking Criteria - Brand Challenge/Insight/Media Idea

Marking Criteria - Media Report and Plan

Brand Challenge, Insight, Media Idea Shows lack of understanding of these three concepts, how they are derived and how they work together Shows some understanding of the three concepts. Somewhat superficial, connection to research unclear Shows basic understanding of the three concepts. Acceptable, derived from research and analysis Shows good understanding of the three concepts. Clearly derived from research and analysis Shows good understanding of the three concepts. Innovative. Clearly derived from extensive research and analysis

Target Audience analysis and recommendation Little or no evidence of primary research. Little or no incorporation of Roy Morgan Data. Poor (or missing) Persona and DILO. Weak recommendation to client Basic primary research, somewhat superficial. Minimal incorporation of Roy Morgan Data. Basic Persona and DILO. Mediocre recommendation to client Good primary research. Reasonable incorporation of Roy Morgan Data. Good Persona and DILO. Reasonable recommendation to client Good, thorough primary research. Thoughtful incorporation of Roy Morgan Data. Insightful Persona and DILO. Good recommendation to client Strong, very thorough primary research. Excellent incorporation of Roy Morgan Data. Insightful Persona and DILO. Substantive recommendation to client

Competitor Analysis and recommendation Little or no evidence of primary research. Little or no incorporation of Nielsen Data and little or no evidence of further research. Recommendations to client are weak Basic primary research. Minimal incorporation of Nielsen Data and minimal evidence of further research. Mediocre recommendations to client Good primary research. Reasonable incorporation of Nielsen Data and some evidence of further research. Reasonable recommendations to client Good, thorough primary research. Thoughtful incorporation of Nielsen Data and solid evidence of further research. Good recommendations to client Strong, very thorough primary research. Excellent incorporation of Nielsen Data and strong evidence of further research. Substantive recommendations to client

Media Objectives Communication Goals Media Choice Scheduling Geography Seasonality Poor understanding of objectives, level of exposure required (reach and frequency) and scheduling pattern (rationale included). Little/no evidence of exploration of all media options, with little/no rationale for choice. Weak/no evaluation of markets/ time of year Superficial understanding of objectives, level of exposure required (reach and frequency) and scheduling pattern (rationale included). Somewhat superficial evidence of exploration of all media options, with little/no rationale for choice. Weak evaluation of markets/time of year Basic understanding of objectives, level of exposure required (reach and frequency) and scheduling pattern (rationale included). Evidence of basic exploration of all media options, with reasonable rationale for choice. Evidence of some evaluation of markets/ time of year Good understanding of objectives, level of exposure required (reach and frequency) and scheduling pattern (rationale included). Evidence of diligent exploration of all media options, with good rationale for choice. Evidence of considered evaluation of markets/ time of year Strong understanding of objectives, level of exposure required (reach and frequency) and scheduling pattern (rationale included). Strong evidence of extensive exploration of all media options, with strong rationale for choice. Evidence of thorough evaluation of markets/ time of year

Media Plan Implementation Summary Weak Media Plan, incomplete. Little/no evidence of thought given to range of potential media options.Poor evaluation and rationale of media vehicles chosen Superficial Media Plan, showing media choice, placements (no./TARPS), markets, costs - total $1m spend. Insufficient thought given to range of potential media options. Weak evaluation and rationale of media vehicles chosen Basic Media Plan, showing media choice, placements (no./TARPS), markets, costs - total $1m spend. Could be more creative.Basic evaluation and rationale of media vehicles chosen Good, cohesive Media Plan, showing media choice, placements (no./TARPS), markets, costs - total $1m spend.Good evaluation and rationale of media vehicles chosen Extensive, innovative Media Plan, showing media choice, placements (no./TARPS), markets, costs - total $1m spend.Strong evaluation and rationale of media vehicles chosen