Media Schedule Development: Activity And Objectives

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to ensure selected media vehicles meet legal and ethical requirements

Activity

If you are running a telemarketing campaign to create awareness for your product, what do you need to be aware of?

One of the things that I will need to do when running a telemarketing campaign to create awareness for a product that am introducing into the market for the first time will be to come up with a good plan to execute Before that I will need to be aware of the ethical  and legal requirements  pertaining to telemarketing.

As an advertiser it will be imperative for me to be aware of the code of practice in place that guides Telemarketers when they are running their brand awareness campaigns. Being familiar of the code of practice will keep me and my company away from heavy fines accrued from litigations in the event I violate one of the legal requirements. For instance, in Australia beginning of 31st May, 2007 it became illegal for telemarketers to call Australian phone numbers for advertising purposes. This applied for both domestic and personal use and those whose owners had not add on the do-not-call list. This new law was enforced by the Australian Communications Authority.

As a telemarketer, I must also familiarize myself with the Ethical principles bounding Telemarketers. In Australia, the Australian Association of National Advertiser (ACMA) is tasked with seeing to it that telemarketers adhere to the principles laid down by the board. The code aims to ensure that we as advertisers give honest, truthful and decent advertisements while at the same time exercising obligation and responsibility to our target audience. The ACMA code of ethics covers a variety of issues including; advertising to children, ensuring no misleading advertisement is aired, gauging advertisements in relation to community standards among others.

Apart from this, other areas I need to familiarize myself with as a Telemarketer include any legislative requirement bordering the following areas; Consumer protection, Trade practices Act, Privacy legislation among others. Finally I will need to be aware of societal expectations of the product I am about to create awareness of. This expectations may include; social roles, stereotypes, cultural expectations and influences among others.

Do you think that Anti-discrimination law is an issue in advertising? Research how?

I do believe anti-discrimination law is still a thorny issue in the media fraternity as the right of people to be treated equally is still being violated in this area

You will find that there are opportunities that are have still been set aside for specific people. In advertisement for example ladies have been left to do only those adverts that will have a connotation of sexual orientation. The opposite is true when it comes to advertisements that try to bring out masculinity in a product. This means that no matter how good you are at advertising a product you will not make the cut since the employer believes that such an advertisement is meant for only a specific gender.

What is ethics in advertising?

Ethics in nutshell refers to the laid down principals that governs an individual’s behaviour  or how they are supposed to behave or conduct an activity

Ethic in advertising refers to the laid down rules and procedures that guide the seller who is the advertiser and the buyer who in this case is the consumer or target audience. Ethics is viewed as one of the most important tenet in the advertising industry. This is because a good advertisement has to be ethical. This means it does not lie to the target audience and does not operate with false claims just to make sales and it practices restraint when it comes to moral decency. In other words it sensitive of the emotions of the target audience

The conversion rate for the current customer is 50,000. The leads that lead to a sale are only 40%. The level must be 50% as 40% is breaking even.

What options do you think are available to you?

In this case I will compensate for the 10 percent gap with rigorous advertising to close more customers from the conversation list. Some customers respond when to visual aid than mare conversation. As a result Telemarketing will be one of my best tools to convert this leads into actual sales. I will use the mainstream media to sell out the product and thro in celebrity endorsement just to convert the unsure clients to close the sale.

Using the Ostrow Model of Effective Frequency, explain the level of frequency for the new $500.00 suit you buy every six months.

The Ostrow Model of effective frequency posits that when setting frequency goals advertisers need be aware of the fact that effective communication goals such as lead generation and persuasion usually require high frequency level. This explains why a media plan that intends to introduce a new brand such as the above $500 suite will have a higher frequency of advertising exposure than that of a media plan that concentrate with changing a brand to outshine a competitor. In this case the advertiser has used continuous scheduling and high repeat exposure media to ensure that I return back to get a new suite after every six months despite it being costly.

In reaching customers to create awareness, it is important that you make sure that one of three points exists. What are the three points?

To effectively create awareness of your product to your customers the advertiser will need to identify the target audiences’

·       Preferences-What does the target audience like, does the advert meets this need?

·       Values – As advertisers we need also to be sensitive of the customers’ values. It will be a catastrophic when we package an awareness campaign that does not consider the values of the target audience.

·       Unmet needs – Customers will always have that unmet need that makes them to go out and seek for a particular brand of a product. When packaging a advert with the aim of creating awareness advertisers need to connect their campaign with this unmet need

Other factors that they will need to consider will include social sensitivities, humour among others.

Creative ads have three elements. Briefly explain each element and give an example of products you are personally have had experience with.

Creative advertisements usually have three elements. This include;

·       Originality – All creative ads have to be authentic. The danger of copying someone else’s idea is that the target audience will no longer concentrate on the message but will keep on remembering where they saw such an advertisement. Therefore it is imperative to be original. An example is when Samsung note 7 was launched only for consumers to watch from the creative adverts that everything about the ad was Iphone 6 features being displayed.

·       Explanation – When it comes to creative ads, elaborating and explaining the key message is the key. Whether the explanation comes in the form of images, video text or a combination of those it has to be there for the objective to be achieved. For instance, KFC (Kentucky Fried Chickens) uses images of King Burger and some short texts to send a powerful message to target audience.

·       Emotional appeal – It is a well known fact that emotions create memories. Creative ads should be created in such a way that when viewed by target audience the leave the audience with a memory. The advert must connect with their emotions or feelings. This way the product will end up being promoted and may prompt them to make an impulse buying whenever they think of such a product

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to ensure duration and timing of media schedule meet requirements of the advertising brief

Activity

Give an example of when you are timing each product based on the following advertising.

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to determine distribution of messages over duration of schedule to meet requirements of the advertising brief

Activity

Choose a product and answer the following for the product:

 Name of product

 Energy Drink- Mezapower

The nature of the product

 Energy is a product that is meant to be consumed after a sporting activity in order to reduce exhaustion or overcome tiredness.

The nature of the target audience

The target audience for my product  will be sports enthusiasts who need that extra energy after going to the gym or after training to relief muscle exhaustion and get some energy to do other tasks. So my product will be targeting male teenagers and people in their 20s who need that extra energy. This group will also include extreme sports fanatics and gamers.

Stage of product life cycle

Introduction – This is when a new product is introduced into the market. At this stage market research needs to be done so as to advertise your decision how your product will be placed I the market who will buy it and how it will get there.

Growth stage – At this stage the organisation will need to examine other issues surrounding the new product launch. This will include new competitors and potential markets and issues that may affect the brand image.

Maturity- At this stage the product has reached its climax in the market. Sales are at its peak and the product has gain a lot of popularity in the market. Most advertisers at this stage focus   on competitive intelligence with hopes of breaking even in new potential markets while at the same time maintaining its customer base.

Decline stage- At this stage the product performance begins to decline at the height of its success.  The business should start thinking of new strategies that should be adopted to pivot business growth. The organisations should also think of analysing what the competitor is offering and use the information collected to revamp their marketing strategy.

Competitors scheduling.

Scheduling deals with the question, of when should I advertise my product. Competitor scheduling is important especially when launching a new product like the energy drink above. In my case I plan to use the continuity scheduling pattern to advertise my product.  This means I will be able to advertise throughout the year and evenly. There is high competition in the market when it comes to energy drinks and thus I will need a schedule pattern that will put my product in the limelight all year long.

 Advertising budget

My advertising budget will be highly dependent on the media plan that I have. I should also be able to factor in media schedule into the budget. A media schedule that will put by product on the advertising platforms the whole year means that the advertising budget will be more costly that it had been anticipated

Government legislation

I will also need to be aware of government legislations governing the execution of my media plan. The ethics and regulations put in place will ultimately determine how I schedule my product

Based on the message and the information completed above, explain which media option you would use to advertise the product.

I will use Telemarketing to advertise my product this is because this medium is readily available and it efficient. Moreover this medium will assist in reaching the target audience faster since almost everyone has a television in their houses.

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to create a media schedule to satisfy advertiser

Activity 3c

Create a media schedule on the product used in 3B

What is the placement of an advertisement?

Advertisement placement refers to the time you choose to place your advertisement on any given medium. This can be on television, print or online platform. It is usually imperative to choose the optimum timing for your advertisement to be aired so as to have a far reaching effect on target audience.

What is the size/length of advertisements?

The length of an advertisement refers to the duration an advertisement will take when it goes on air on an electronic media e.g. Television. The size on the other hand refers to the space and advertisement will take on a print media.

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to develop alternative media schedules for advertiser within budget

Activity

Using the product above and a budget of $30,000.00 design a media schedule and explain what the schedule and product and schedule is targeting at. Why?      

Media scheduling is important especially when launching a new product like the energy drink above. In my case I plan to use the continuity scheduling pattern to advertise my product.  This means I will be able to advertise throughout the year and evenly. There is high competition in the market when it comes to energy drinks and thus I will need a schedule pattern that will put my product in the media all year long.

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

Activity

There are two models of continuous improvement: The PDCA Cycle and MBO. Choose one and use the product used in 3.4 to explain the process using that product.

 PDCA CYCLE

I choose plan-do-check-act cycle for my product since it efficiently meets by testing schedule. Moreover this testing method offers my product the best mix of media vehicles to use while at the same being able to reach my target audience within the defined objectives. The cycle involves  4 processes i.e.

–  Planning

 -Doing

-Checking

– Acting

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement

Activity

Using the product that you have used in 3C, design a brief outline of a media plan under the following headings:

Make sure that the following is covered in your media plan:

Media plan

Target audience:

My target audience will be The target audience for my product  will be sports enthusiasts who need that extra energy after going to the gym or after training to relief muscle exhaustion and get some energy to do other tasks. So my product will be targeting male teenagers and people in their 20s who need that extra energy.

? Selecting the appropriate media

In my media plan I choose television as my primary medium of advertising. In this case telemarketing will be my main medium. I will also incorporate secondary medium such as print and online media to compliment the main medium

? Determining the advertising platform, including the selling point of the campaign

The advertising platform will be telemarketing and the selling point for my product will be its natural energy drink with no additives or chemicals

? Determining media reach, the expected impact and how much weight the media design is taken into account

Television is one of the widely used medium in the society today. Selecting it as my primary platform means I will be able to reach my target audience easily and much faster.

Components of my media plan

? A list of advertising vehicles

       Some of the advertising vehicles am planning to use in my advertisement include: Television, print media and the internet

? The advertising format

           For television I will use creative design to sell my product. This will incorporate text, videos and images

? The media space purchased and the time the advertisement airs

  The advertisement will air during family hours on television and will also appear on social media pages for the online platform. There will be another running on print, full page advertisement.

? Cost of space and airtime

Cost of space and airtime for advert is within the budget

 ? Dates when the campaign will run.

The advert is expected to run on specific dates of each month throughout the year

Estimated Time

15 Minutes

Objective

To provide you with an opportunity thicle for ive vohe most effect specify recommended media and vehicle/s, and rationale for their selection in the media plan

Activity 4 B

Use the media vehicles chosen in Activity 4A and explain why you chose each.

Television- It is the  most effective vehicle for this product due to its wide usage by target audience

Newspaper- It is the second media vehicle that is widely used in the society thus using it will assist in reaching those who didn’t get the ad on television

Internet – The internet is taking over from newspaper and television. It complements both hence its usage has same impact as television

Radio – Radio is still being used in the rural areas where electricity is a problem. I will use it to reach out to this market in the rural set up

You have been asked to recommend media vehicles for a new promotion. Calculate the following.

Which media vehicles would you choose and why?

Television- It is the  most effective vehicle for this product due to its wide usage by target audience

Newspaper- It is the second media vehicle that is widely used in the society thus using it will assist in reaching those who didn’t get the ad on television

Internet – The internet is taking over from newspaper and television. It complements both hence its usage has same impact as television

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to ensure media plan contains a budget allocation per medium per advertising period

Activity

Read through the different types of ways in which a budget should be allocated. Choose which you believe is appropriate to you and explain why you would choose that option.

The budget I will choose for my product is a yearly budget that caters for the entire media plans for that particular year. A yearly budget allows you to concentrate on other issues pertaining to the products now that you have sorted the finances for the entire year.

Estimated Time

15 Minutes

Objective

To provide you with an opportunity to identify anticipated impact of advertising and measures to assess its effectiveness in the media plan

Activity

Using the product used from 3.3 -4.2, recommend which measurements would you use. Why? Choose at least four that can be used in alignment with the media vehicles that you chose.

Attitude measurement – This is one of the most effective measures that I would use to gauge whether the advertisement has achieved its objectives. It entails straight forward questions about the product to the target audience

.

Awareness measurements – This operates under the assumption that frequent exposure of an advertisement raises consumer’s level of awareness.

Inquiry measurements – This one measure the effectiveness of an advertising based on inquiries generated from adverts appearing in different print media. This response from the target audience will give me feedback about the performance of our product once in the market.

Media audience measurements – This measurement provides information like for instance how many radio listeners are listening and how many people are watching TV. I can then use this information to determine how my advertising is doing in the market.