Continued Media Plan Structure

Please note that the items under each headings are guidelines only. You should consider any other key elements that you think need to be included under each heading.

Background

1. Brief background of your chosen Brand.

2. Identification of your chosen product/service.

3. List the mission statement of your Brand.

4. State your Brand position.

5. Briefly describe the external environment.

Media Objectives

1. What are the overall Brand objectives?

2. What are the chosen product/service objectives?

3. What outcomes do you expect achieve from your media strategy?

Target Audience

1. Who is your target audience? Clearly identify and briefly describe your target audience.

2. Fit of target audience with the Brand and product/service objectives.

Key Messages

1. What are your key messages?

2. Discuss your key messages and appeal strategy.

Creative Ad (include A4 Concept)

1. Develop and include an A4 Concept of your Ad.

2. You may wish to include a slogan, colouring, size of print ad, relevant hashtags and other relevant elements.

3. Describe logic and rationale for your Ad decisions.

Media Selection

1. What media is appropriate for your Brand, your target audience and to communicate your key messages?

2. Briefly describe your selected media.

3. Justify each media selection you have made.

4. Briefly outline how your media selection will meet your objectives and fit your target audience.

Costs, Scheduling, Budget

1. Describe the associated costs with your campaign.

2. Develop an appropriate schedule for your campaign.

3. Use a practical tool, such as, a GANTT chart.

4. Briefly discuss any considerations in relation to your campaign.

5. Include all elements you will need to include in your budget. There is no need to include the actual dollar values here

Evaluation and Effectiveness Measures

1. Discuss and justify how you will evaluate and measure the effectiveness of your suggested media campaign.

Contingencies

1. What will you do should the evaluation show that a specific strategy is not working?

2. What is your Plan B?

References

· Reference ALL works used – don’t forget information relating to the brand, any theory, industry, trade, company and news materials. Remember—referencing is GOOD.

Format:

1. Line spacing 1.5, font 11pt Arial, standard margins

2. Use headings to break up content effectively

3. The word count includes ALL content (except the cover page, table of content, appendices and reference list). Therefore, it is your task to prioritise which information is critical and which is not. Any content over the maximum word limit provided will not be assessed and penalties will apply.

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