Assessment task: You are to develop a media plan for an advertising campaign for at least one product or service which § Defines the media requirements of your advertising brief § Specifies...

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Assessment task:



You are to develop a media plan for an advertising campaign for at least one product or service which


§ Defines the media requirements of your advertising brief


§ Specifies rationales for media vehicles chosen


§ Contains budgetary allocation for each advertising medium




Your assessor will act as your client – you can make an appointment with your client to obtain further information. However, be sure that you are prepared when you speak with your client, as they will only respond to the questions you ask!



Your advertising brief is as follows






















Background - Puffers Pastry is a new patisserie opened in the CBD. Our products are quality, targeting customers who are seeking a superior product at an affordable price.



Objective – Primary (Immediate sales), Secondary (Branding)



Target – Business community in CBD and general shoppers



Reasons to Act and Believe – Quality Product, Affordable Prices



Point of Difference – All products made fresh same day – in store



Budget - $25,000



























Your report must:




  • Define the media requirements


§ Identify the target audience characteristics, and prepare a consumer profile


§ Analyse product market factors to determine reach and frequency of advertising media selected


§ Analyse the creative requirements of the advertising message and determine the media implications


§ Identify media merchandising requirements from the advertising brief


§ Confirm the media budget and identify legal and voluntary constraints



  • Select the media schedules


§ Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account


§ Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles


§ Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget


§ Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget


§ Ensure selected media vehicles meet legal and ethical requirements




  • Determine the media schedule


§ Ensure the duration and timing of the media schedule meet the requirements of the advertising brief


§ Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief


§ Create a media schedule to the satisfaction of the advertiser


§ Develop alternative media schedules for the advertiser within the budget


§ Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained




  • Produce a media plan including a creative brief


§ Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement


§ Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan


§ Ensure the media plan contains a budget allocation per medium per advertising period


§ Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan


§ Includes measures to assess the effectiveness of your media vehicles selected



For the purpose of this exercise, one mass print advertisement must be included in your creative brief.









Assessment task:



You are to develop a media plan for an advertising campaign for at least one product or service which


§ Defines the media requirements of your advertising brief


§ Specifies rationales for media vehicles chosen


§ Contains budgetary allocation for each advertising medium




Your assessor will act as your client – you can make an appointment with your client to obtain further information. However, be sure that you are prepared when you speak with your client, as they will only respond to the questions you ask!



Your advertising brief is as follows






















Background - Puffers Pastry is a new patisserie opened in the CBD. Our products are quality, targeting customers who are seeking a superior product at an affordable price.



Objective – Primary (Immediate sales), Secondary (Branding)



Target – Business community in CBD and general shoppers



Reasons to Act and Believe – Quality Product, Affordable Prices



Point of Difference – All products made fresh same day – in store



Budget - $25,000



























Your report must:




  • Define the media requirements


§ Identify the target audience characteristics, and prepare a consumer profile


§ Analyse product market factors to determine reach and frequency of advertising media selected


§ Analyse the creative requirements of the advertising message and determine the media implications


§ Identify media merchandising requirements from the advertising brief


§ Confirm the media budget and identify legal and voluntary constraints



  • Select the media schedules


§ Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account


§ Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles


§ Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget


§ Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget


§ Ensure selected media vehicles meet legal and ethical requirements




  • Determine the media schedule


§ Ensure the duration and timing of the media schedule meet the requirements of the advertising brief


§ Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief


§ Create a media schedule to the satisfaction of the advertiser


§ Develop alternative media schedules for the advertiser within the budget


§ Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained




  • Produce a media plan including a creative brief


§ Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement


§ Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan


§ Ensure the media plan contains a budget allocation per medium per advertising period


§ Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan


§ Includes measures to assess the effectiveness of your media vehicles selected



For the purpose of this exercise, one mass print advertisement must be included in your creative brief.









Answered Same DayAug 16, 2021BSBADV507Training.Gov.Au

Answer To: Assessment task: You are to develop a media plan for an advertising campaign for at least one...

Tanmoy answered on Aug 16 2021
140 Votes
MEDIA PLAN FOR PUFFERS PASTRY – CBD MELBOURNE, AUSTRALIA
By: Sandeep Kaur
Introduction
The main objective of the project is to build a media plan for a pastry company named “Puffers Pastry” which will be opening in the Central Business District, Melbourne of Australia. The company will try to enhance its brand image by attracting the local customers, cakes and pastry lovers an
d general shoppers of the CBD. We will prepare a media plan that will enable Puffers Pastry to market its products and amplify its market value in Melbourne, Australia.
Define the media requirements
Target Audience
The CBD in Melbourne is the largest financial and business hub in Australia. CBD has many big and small retail outlets, tourist destinations, legal, financial and administrative facilities and recreational and entertainment facilities which serves the residents, visitors and people living in and around Melbourne. The CBD is well connected with other districts of Australia through buses, cabs, metro and other transportation facilities. CBD also consists of some of the most luxurious shopping malls, corporate headquarters, restaurants, boutiques, multi chain variety stores and the biggest Melbourne Cricket ground. As per the latest estimates of 30th June 2019, CBD Melbourne is the fastest growing municipality of Australia. The present population of the city is estimated to be around 178955 in 2019 and is expected to rise to 384000 by 2041. This is a rise of 114.5% due to rapid industrialization and modernization of the city. Hence, the target audience of Puffers Pastry will be mostly the local business community, corporate houses and the general shoppers of CBD.
Products and market factors
There are many restaurants, fast food center and dining facilities in CBD but most of them are costly and do not meet the standards or quality of the customers. Puffers Pastry is a brand new patisserie destination which will help to satisfy the needs of the customers and the food lovers at an affordable price. Puffers Pastry will provide state of art quality foods and services. The varieties of products that will be sold in Puffers Pastry are customized cakes and pastries, bakery products, ginger and garlic breads, cookies, muffins, cream rolls and chocolate chips. The speciality of Puffers Pastry will be the uniqueness of all its products is that the products be made fresh on the same day inside the store. Hence, Puffers Pastry will not sell anything of yesterday or any stale items.
Creative requirements of Advertising and media implications
1. The ultimate objectives of Puffers Pastry are to increase the immediate sales by attracting more customers in their store by offering quality and fresh products and services in CBD Melbourne.
2. The secondary objective of Puffers Pastry is to increase the brand value or goodwill of Puffers Pastry using an effective media plan and creating a strong customer base.
3. Within a year of commencement of business, Puffers Pastry’s target is to create awareness among atleast 95% of the business community, the general shoppers and visitors of CBD.
4. To create a sense of health consciousness and economic discount among the public by selling quality and healthy products at a reasonable rate.
5. The implication of an effective media plan will enable Puffers Pastry to acquire atleast 40% of the market share in the patisserie industry in Melbourne.
Media merchandising
Puffers Pastry will try to convey the message of its products to its customers through media plan. It will try to communicate the various nutritious elements its products have and the ingredients it contains. It will also convey the low price of its products made fresh inside the store in a hygienic environment looking at the health and safety of the customers. They will also...
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