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8/7/2019 Understanding Advertising Media_Stage 2
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GRAP2413 UNDERSTANDING ADVERTISING MEDIA
Lecturer: Supanida Chantarin
Cao Thuy Trang s3220744
Stage 2: BCD Age Miracle Media Planning
(Date due: 8 January 2010)
http://blackboard.rmit.edu.vn/bin/common/course.pl?course_id=_123_1http://blackboard.rmit.edu.vn/bin/common/course.pl?course_id=_123_18/7/2019 Understanding Advertising Media_Stage 2
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OBJECTIVES:
Communication objectives:
1) To create the brand awareness among 75% of target audience:
The event Couple Retreat and sponsorship of beauty care website for
women in Australia will get large audiences through medium and the
worth of mouth.
By using the repetitive advertising through print media, broadcast media,
out of home and the internet.
2) To create interest in the brand among 65% of target audience:
Fully inform the benefits of BCD Age Miracle, which is a premium anti-
aging product. This helps customers improve skin care under impacts of
aging, stress and sun light. BCD Age Miracle promises to reduce spots,
line and wrinkles that make younger looking in only 7 days (Unilever Data,
2009) The ads on television, prints, out of home and internet with
features of the cream in the bottom will help public to knowledge the
quality of product and also the BCD brand.
3) To create the positive feelings about BCD Age Miracle among 40%
and preference among 20% of target audience:
The contest Couple Retreat content and format enhance the positive
image of BCD Age Miracle
In besides that, refer target audiences to the website for beauty tips, and
consult of professionals.
4) To obtain trial among 25 % of target audience:
By reinforce the repetition of advertising.
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With the new package and more powerful breakthrough face care
technology and continuous research, BCD Age Miracle will offer the new
looking about itself to obtain trial.
5) To create brand loyalty for 20% of the target audiences:
By the small gift inside every BCD Age Miracle pack and wrapped paper
outside in Christmas time. This is also representative for special wish of
BCD to customers.
Media objectives:
1) Advertising campaign: reach 70 % of target audiences with the
frequency of 5.0 per months during two months, January, February and 4
times in March and April 2010. BCD Age Miracle was launched two years
ago in Australia (HUL data, 2009), so that, the new package and
technology promotion in products feature will create new experiences
about BCD Age Miracle. At that time, we have to reinforce the ads through
medium
2) Publicity and Public Relations campaign: reach 65 % of target
audiences with 3.5 of frequency per month in 4 weeks of the contest. The
contest will be hold in 3 weeks in both Sydney and Melbourne. After that,
the final contest will be celebrated in Melbourne. By the ads on medium,
the worth of-mouth and vote on the internet for the favorite couples.
Also, the website for beauty tips and professionals consult will attract the
large women. All together, we believe that the PR campaign will reach
large number of people with only lower frequency on the medium.
3) Sale promotion campaign: reach 50 % of target audiences with 3.0 of
frequency in November and December, 2010. After two campaigns above,
most of target audiences have already known about the product. Besides
that, with the gift inside every unit of BCD Age Miracle, the budget for
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medium broadcast will be deducted, in order to ensure the profits. As a
result, the 3.0 of frequency is the suitable number.
Geographical coverage
According to The Age report (2009), Sydney tops the list as Australias
biggest city with just under 4.4 million. Melbourne is next on the list with
about 3.8 million. Consequently, the campaign will be launched in these
cities, to reach large amount of customers. Moreover, the target
audiences of BCD Age Miracle are female officers, so two business cities
are appropriate places for the campaign.
MEDIA STRATEGY
Promotional mix tools:
I will choose three promotional mix tools, namely Public Relations, Sales
Promotion and Advertising because of some reasons bellow:
1) Advertising:
Advertising is the most popular tool of promotion because of its
pervasiveness (Belch & Belch, 2009). Advertising is the most cost
effective way to reach large audiences and fully transmit the information
as well as change audiences perceptions (Belch & Belch, 2009). In the
regard to reach 60% of target audiences awareness and 5 times offrequency, advertising through print, broadcast media, out of home and
internet will be the best choice among other promotional mix tools.
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2) Publicity and Public Relation:
According toBelch G, E. & Belch M, A. 2009, Public relation take aresponsibility to evaluate public attitudes, procedure of an individual or
organization with public interest and launch a program to get public
understanding and acceptance. Public Relation mission is to establish and
maintain the positive image of the organization(Belch & Belch, 2009).The target audience of BCDAge Miracle is women who are over 30 years
old. Thus, the sponsorship for beauty care website will be a good idea to
get publics attention as well as create positive feelings about Ponds,
which has many activities to take care of women in Australia.
3) Sales Promotion:
The promotional tools will encourage the consumer to make immediate
purchase and, as a result, the company can achieve the short term sales
(Belch & Belch, 2009).During the campaign we will use sampling to get
the target audiences trial. Besides that, the promotion tools can be used
when the brands loyalty is declined (Belch & Belch, 2009). The campaign
will begin in January, 2010, then, in December, the brands loyalty might
be decreased. Consequently, the gift inside every unit of BCD Age Miracle
is the best way to gain brands loyalty and also like the special wishes of
BCD to women in Christmas. In addition, the Government encourage most
products should be sale off in Christmas time to support the sale of
consumer goods in Australia (Coleba, so that, the BCDsale promotion does
not affect the quality image of the brand.
The campaigns schedule:
Advertising campaign Jan 2010 - Apr 2010
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Couple Retreatcontest Jul 2010 - Aug 2010
Happy Xmas sale promotion Nov 2010 - Dec 2010
Mediums for promotional mix tools:
Australia Media Consumption
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1) Advertising campaign:
o TVC: Television is the main stream of Advertising because of its
broad exposure (Chitty & Barker 2008)To transmit both visual and
sound effects to change audiences perception, that is consideredas the striking characteristic of TV. Thus, TV cost is much expensive
than other mediums. However, television also has some
disadvantages, such as wasted exposure for non-users. The target
audience is women over 30 years old, the suitable visual is gentle
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images, not much exciting activities. Thus, I suggest the key visual
is about a happy family with warm and romantic atmosphere of
yellow light. They sit on a sofa and look their own wedding albums
and honeymoon photos. They remember happy time when theyre
together. When taking the photos, woman is about 25 years old.
And now, after many years, she still looks as young as in the
pictures. The husband kisses on wifes forehead and then whispers
to her ear: Youre beautiful. Its true! The wife smiles happily. In
the end of video clip BCD will introduce shortly the striking features
of BCD Age Miracle.
o
Magazine: Without sound effects,magazine cannot createemotional perception as TVC, but this is still the good choice for
completing the reachs achievement. Magazine cost cheaper than
TV, and also does not waste exposure because it reaches types of
audiences much specifically (Chitty & Barker 2008). The target
audiences are women over 30 years old, so womens magazine or
family-oriented magazines will be the best choices. In the print ad,
the key visual is the image that the husband whispers to the wife
ear. On the table in dining room is the photo of their anniversary.
And the message Youre beautiful. Its true is added as a headline.
The information of the features will be put in the bottom the
advertisement.
o Newspaper: The advantage of this medium is cheap cost and
continuously updated (Chitty & Barker 2008). Moreover, the target
audiences are female officers, who also prefer reading newspaperevery day. As a result, newspaper is effective medium to reach the
large scale of audiences. We will choose common newspapers in
Australia, and the ad on the newspaper is similar to magazine.
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o Internet: Following the development of high technologies, the
internet takes important roles in social life. Different from traditional
medium, such as TVC, newspaper and magazine, online advertising
is less costly, less clutter and potentially more effective (Chitty &
Barker 2008). We will refer women to The BCD website for beauty
tips and consult of professionals. The website will be linked with
other social networks, such as Facebook and Myspace. In addition,
we put the BCD ads on other buying online website.
* Not just in advertising campaign, we use internet for a whole year.
o Out -of-home: The strength of this medium is for contact with the
audience while people go out (Chitty & Barker 2008).Most over 30
years old women in Australia is female officers, they spend a lot of
time in public places. We will put the ad on business districts in
Melbourne and Sydney.
o I decide not to use Radio in this campaign, because of the lack of
visual effects. Just with the sound, we get hard to illustrate the
happy family, which is the key concept of the advertisement.Although the cost of advertising on radio is cheap, but the limited
budget does not allow us to choose all mass media.
2) The Couple Retreat Contest:
o Newspaper: For a cheap cost and daily updated contents, this
medium is the good choice to inform the contest results in the end
of every level.
o Internet: The internet provides enough information about the
contest, link with other social networks to reach large attendees.
Moreover, the internet is the best choices for people to vote for
their favorite couples instead of any other medium.
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o Radio: for cheap cost, we use radio to announce the event and
persuade people to come.
o I decide not to use Out-of-home in this campaign, because the
campaign last in two months, with much information need to
updated frequently. If we use Out-of-home medium, we have to
change the pictures on out-of-home vehicles every week. This is not
effective way when wasting time and money.
o We have to pay money for events cost, so I also decide not to use
TVC because of its expensive cost.
o We also not to use Magazine because of budget limitation and its
monthly updated.
3) Sale promotion campaign:
The same with the Couple Retreat contest, we use the mediums below
just for announcement.
o Newspaper: for cheap cost and frequently updated information,
this media is used to announce the sale promotion of BCD Age
Miracle cream.
o Radio: We use radio to announce the BCD Promotion
o Out-of-home: In super market, this medium is useful to
encourage customers to take a purchase.
o Internet: For very cheap cost, internet is chosen for announce
BCD sale promotion.
o For the gift inside of BCD Age Miracle jar of cream, the cost of
advertising through medium will deducted. So, we decide not to use
TVC and Magazine because of budgets limitation.
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el 000s cost occurren
ce
nt
Beautyand
Greek
7 Monand
Fri:
7.30p
m-8.30
750,000
20,000
8 160,000
Australi
as
Funniest
Home
video
NINE Sat:
7pm-
8pm
700,00
0
20,00
0
8 160,0
00
Fashion TEN Sun:
8pm-
9pm
600,00
0
15,00
0
8 120,0
00
Total 440,0
00
o Magazine:
The Australia Womens Weekly: This magazine is one of the
most popular magazine in Australia, with number-one selling
monthly, 2,141,000 readership and 493,055 circulations. This
magazine is expert in many fields, such as fashion, beauty
and cooking, that is relevant and contemporary to Australian
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women today. Nearly 80% of its reader is woman. The
majority of them are women, who are around 35 50+ years
old. Most of them are white collar workers with the average
salary $40.000 per year. Due to the magazine reader profile
and the large number of readership, we think this magazine is
suitable for our campaign (ACP, 2009)
Womans Day: The magazine is also the womens favorite
magazine in Australia, with 2,047,000 readerships and
408,508 circulations. This magazine reflects all readers
interest, such as celebritys gossip, latest fashion styles,
beauty, food and familys advises. Nearly 82% of the readeris woman; and majority of them has the age of 30-50+. Most
of them are officers with the salary between $30,000 and
$50,000 (ACP, 2009). The magazines profile and large
readership are appropriate for our campaign.
Take 5: This magazine deliver the real-life stories, puzzles and
competitions. People can have a chance to win electric goods,
cars, and big cash prizes through 24 pages; and plus 8 pages
for budget meals and recipes. The number of its readership is
875,000 and circulation is 241,161. More than 80% of reader
is woman; and most of them are over 54 years old. They are
white collar workers who earn about 35,000 every year (ACP,
2009). All together, we think this magazine is one of the good
vehicles for the campaigns launch.
Title Size Insertion Readership Amount(AU
D)
The
Australia
Full page 3 2,141,000 99,600
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Womens
Weekly
WomansDay
Full page 3 2,047,000 80,280
Take 5 Full page 3 875,000 29,490
Total 209,370
o Newspaper:
Herald Sun: This newspaper is one of the top daily selling
newspapers in both Sydney and Melbourne with more than
1.5 million readers. This newspapers content is about new
affairs, sport, food and entertainment. About 500,000 copies
are sold every day (Herald Sun, 2009). The cost for
advertising on Herald Sun is quite expensive; however, we stillchoose this because of its large readership.
Title Size Insertion Readership Amount
(AUD)
TheHerald
Sun
QuarterPage
6 1,500,000 73,000
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o Internet:
BCDhome page: The BCDwebsite is created for women
beautys tips and consultancy. Also, creating the section
about BCDproducts, including their highlight features, benefits
and usage.
eBay Australia: eBay is popular buying online website
around the world. Put the ad on eBay website. Put the text ad
on the left or right side of eBay website.
Social networks: The advantage of social networks is that it
can reach our target audiences for BCDproducts. For example,
Facebook can help us to reach exact audience and connect
real customers to our business. (Facebook homepage,
viewed 1 Jan 2010). Create Facebook and MySpace group for
BCDAge Miracle product. These sites also have the link of the
BCDhome page. We just need to spend money for staff to
monitor these groups.
Website/ Network Type of ads Cost
BCDhome page Create and update
information about
BCDproduct and
events
Beautys tip andconsult for women
5000 (for 1 year)
eBay Text ad 20,000 (for 1year)
Social networks Create and update 5,000(for 1 year)
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information
Total 30,000
o Out of-home: Billboard
In Melbourne
Barkly Street: This is the famous street for shopping and
eating in Melbourne(Trip advisor, 2009). Our target audiences
are women 30+ who usually go shopping, so that this place is
appropriate to get attention of them. I think that the cost for
billboards ad is about $4000
Swanston Street: The area has the same characteristics
with Barkly St, however this street is not as popular as Barkly
St, so I think cost is about $3500. (Trip advisor, 2009)
Elizabeth Street: This is the central business district inMelbourne (Trip advisor, 2009). The target audiences are
female officers, so this street is suitable for putting billboard.
The cost for billboard is $4000.
.
In Sydney:
Royal Botanic Gardens: This is a very busy street in Sydney
where has many shopping malls and departments (Trip
advisor, 2009). This places is suitable for our campaign to
reach large amount of target audiences. I think the cost of
billboard is about $4000
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Prince Street: This Street has the same characteristics
with Royal Botanic Gardens (Trip advisor, 2009).So, I estimate
the billboards cost around $3500
Pyrmont Rd & Oxford Rd: This is popular corner in
Sydney, with a lot of traffic. This area also has many super
markets and office buildings (Trip advisor, 2009). Thus, this is
good choice for the campaign. As a result, I believe that the
cost for billboard is about $4000
Locatio
n
Dimensi
on
Durati
on
Rent
alCost
Rental
Cost(Whole
campai
n)
Producti
on Cost
Total
cost
Barkly
Street
14 x
48
4 4,00
0
16,000 3,000 19,000
Swanst
on
Street
14 x
48
4 3,50
0
14,000 3,000 17,000
Elizabe
th
Street
14 x
48
4 4,00
0
16,000 3,000 19,000
Royal
Botanic
Garden
s
14 x
48
4 4,00
0
16,000 3,000 19,000
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Prince
Street
14 x
48
4 3,50
0
14,000 3,000 17,000
Pyrmont Rd &
Oxford
Rd
14 x48
4 4,000
16,000 3,000 19,000
Total 110,000
2) PR campaign:
o The Couple Retreatcontest brief:
BCDAge Miracle belongs to anti-aging range. Thus, the target
audiences are over 30 years old women who believe with the
7 day anti-aging product, they can look younger in the short
time and thus, have the husbands love them back. As a
result, the event Couple Retreat is based on the concept
that help married couples to have a chance for recreating the
magic in their relationship. The participants were couples,
married for five years or more. They have to complete various
tasks in order to clear each level. The tasks could range from
selling a product to organizing a party. The winning team
would have a second honeymoon in Paris.
Firstly, the contest will be celebrated in Melbourne and
Sydney in July 2010.After that, five winner teams in Melbourne
and five in Sydney will together take the final competition in
Melbourne in August 2010.
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The event lasts for 2 months, so I estimate the cost of whole
event is about $400,000
o Newspaper:
We use the same newspaper as in the advertising campaign
to announce the information of the event:
Title Size Insertion Readership Amount
(AUD)
The
Herald
Sun
Quarter
Page
4 1,500,000 49,000
o Internet:
BCDhome page and social networks for people vote for the
impressive couples that they like.
The cost of internet is mentioned above.
o Radio:
o The Matt & Jo Show (Fox FM) : Fox FM is the popular
station in Australia. The Matt & Jo Show is about beauty tips,
celebrities gossip and also dating. The program airs everyday
from 6am-9am. The target audience of the program is female
officers, who drive to work in the morning. We just put theannouncement about the event, so I think 15 second of
broadcast is enough. I estimate the cost is around $400.
Progra Station Duratio Airtime Unit Total Total
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m n cost Occurren
ce
Amoun
t (AUD)
TheMatt
&Jo
Show
FOXFM
15second
Everyday:
6am-
9am
$400 24 9,600
3) Sales Promotion Campaign:
o In Christmas season, we put little gift inside every BCDAge
Miracle package. This is representative for the best wishes of BCDtoconsumers.
The campaign will last for 2 months, from November 2010 to
December 2010.
The gift is 10ml of BCDbody lotion for women in winter. Every unit
cost $1.5. Thus, I estimate the sales promotion campaign costs
$400,000
o Newspaper, Internet, Radio: We use the same vehicle in PR
campaign to announce the BCDsale promotion
Vehicle Cost
Newspaper: The Herald
Sun
49,000
Internet (mentioned in advertising
campaign)
Radio 9,600
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Total 58,600
o P-O-P:
Banner: Put the banner in super markets in Sydney and
Melbourne. The banner will attract consumers in super
markets for raising awareness and also persuade them to
make the purchase.
Shelves: Besides posters, we also create the BCDshelve in
super market to get more attention.
Type Size (mxm) Estimate
cost per
unit
Quantity
(Mel and
Syd)
Total cost
Bann
er
1x4 $50 400 20,000
Shelv
es
$200 60 12,000
Total 32,000
BUDGET:
The target audiences are women who are over 30 years old and live in
Sydney and Melbourne.
The population in both Melbourne and Sydney are 8.2 million (TheAge,
2009).
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The number of women in both cities is 3.1million
The number of our target audience is 2.8 million
The communication objectives are:
- Create the BCDawareness among 75% of target audiences. This means
create the awareness among 2.8mil x 75% = 2.1mil
- Due to preference and loyalty, 60% of target audience might buy the
product. This means
2.8mil x 60% = 1.68mil people might take a purchase.
- The cost of 1 BCDAge Miracle Cream unit is $26
=> I estimate the budget is about AUD $1.9 million
The first campaign budget:
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The second campaign budget:
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The third campaign budget:
SCHEDULE:
CONTINUITY
1
st
camp 2
nd
camp 3
rd
camp
Jan FebMarApr May Jun Jul AugSepOct Nov
Dec
BCDAge Miracle is the fast moving products category, 1 jar can be use for 1-2months. Moreover, this product is used in the whole year. Thus, we need to
reinforce advertising in the whole year. Three campaigns occur in the first, middle
and end of the year to consumers about the product and also create top brand
awareness among target audiences. In May-Jul 2010 and Sep-Oct 2010, we still
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keep advertising on the internet to maintain the brands awareness among women
in Australia.
References:
- ACP magazine 2009, The Australia Womens Weekly ACP magazine, viewed
2 Jan 2010
- ACP magazine 2009, Womans Day ACP magazine, viewed 2 Jan 2010
- ACP magazine 2009, Take 5 ACP magazine, viewed 2 Jan 2010
- Belch G, E. & Belch M, A. 2009. Advertising and Promotion: An IntegratedMarketing Communications Perspective. 8th edition, McGraw-Hill International
Edition, p.18-26
- Chitty, W & Barker, N 2008, Integrated Marketing Communication :
Advertising Strategy, p. 192 -220
- Colebatch, T 2009 , Pressure grows as Melbourne rockets to 4 million, viewed
1 Jan 2010
- HUL Organization 2009, HUL Data, Hindustan Unilever Limited, viewed 5
November 2009
- Australia TVC 2009, TVC Profile, viewed 1Jan 2010
http://www.acp.com.au/the_australian_womens_weekly.htmhttp://www.acp.com.au/womans_day.htmhttp://www.acp.com.au/take_5.htmhttp://www.theage.com.au/national/pressure-grows-as-melbourne-rockets-to-4-million-20090423-agt5.htmlhttp://www.theage.com.au/national/pressure-grows-as-melbourne-rockets-to-4-million-20090423-agt5.htmlhttp://www.hul.co.in/huldata/pond'sagemiracle/22889#http://www.onlyautralia.com.au/melbourne_details.php?id=632http://www.acp.com.au/the_australian_womens_weekly.htmhttp://www.acp.com.au/womans_day.htmhttp://www.acp.com.au/take_5.htmhttp://www.theage.com.au/national/pressure-grows-as-melbourne-rockets-to-4-million-20090423-agt5.htmlhttp://www.theage.com.au/national/pressure-grows-as-melbourne-rockets-to-4-million-20090423-agt5.htmlhttp://www.hul.co.in/huldata/pond'sagemiracle/22889#http://www.onlyautralia.com.au/melbourne_details.php?id=632