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1. Media objectives (Target Audience Identification, frequency, reach, key message objectives)
? Describe the target audience(s)- who are they? Where are they? What percentage of the target audience will be covered by the campaign? Why is it feasible in size, access, growth?
? Media objectives-reach- what % of target market will be reached in the year? Frequency-how many exposures on average for each member of the target audience?
? Message objectives-awareness, recognition, image, behavioural, affective, cognitive aims.
2. Justification for media mix selection (using relevant research and ad theory and consideration of cost efficiencies)
? Outline the media categories (e.g., broadcast, print, digital) and media vehicles within those categories (e.g., the Australian, channel 7, Fox sports, B 105).
? Provide argument to support why the chosen mix relates to your target market (i.e., evidence of them consuming this media) and the campaign objectives. Advertising/communications theory and empirical research will be important to cite and discuss in this section.
? Evidence of media comparison which underpins media mix selection. For example, you might want to include a table that summarises media criteria, including quantitative and qualitative criteria (e.g., CPT, GRPs, TARPS, reach, frequency, imagery, awareness, timing, interactivity, call to action).
? You can make some estimates/assumptions regarding media costs-no need to be precise-just demonstrate that you understand the process of media selection, and the sorts of calculations that should be undertaken.
3. Proposed media schedule (justification for schedule and inclusion of schedule for first year of launch)
. State the media schedule(s) that will be adopted across the one year campaign roll out. This may differ across different periods.
? Justify the schedule and link back to target audience behaviour /profile and media mix placement.
? Provide a visual schedule, tabulating months of the year and the media mix.
4. Media measurement and evaluation process (Evaluation measures that will be used to determine outcome of media plan)
? Needs to link back to objectives
? How and when will evaluation be undertaken? For example, a survey/focus groups might be undertaken following the first 3 months of the campaign and relevant adjustments made following this evaluation. Another evaluation might then be undertaken at the conclusion of the campaign.
? Consideration of cost efficiencies will also be relevant here
? Contingency planning should also be evidenced. What if the campaign is not performing?
? Concurrent and post evaluation measures should be discussed.
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