AMB319: Media Planning Media Strategy and Plan

Team Name: JZJ Agency Name: Jenny Chan n8738254

Jina Kim n8421901 Zuyi Zhang n9076701

Tutor Name: Hannah Rowe Tutor Number: 1

Due Date: 22 October 2015 Word count: 1,954

Table of Contents

Introduction and Insights .......................................................................................................... 1

Media Objective and Media Strategy ....................................................................................... 2

Media Objectives .................................................................................................................... 2

Media evaluation plan ............................................................................................................ 2

Media Strategy ....................................................................................................................... 2

Media Channels options ............................................................................................................ 4

Overview ................................................................................................................................. 4

Television ................................................................................................................................ 4

Newspapers ............................................................................................................................ 5

Digital ...................................................................................................................................... 5

Media Budget and Media Schematic ........................................................................................ 7

Media Schematic .................................................................................................................... 7

Media Budget ......................................................................................................................... 8

Appendix 1 the budget for QTQ 9 .............................................................................................. 9

Appendix 2 ................................................................................................................................ 10

Appendix 3 the budget for the Radio 97.3 ............................................................................... 11

Appendix 4 the budget for the Newspaper Courier-Mail ........................................................ 12

Appendix 5 the budget for Internet ......................................................................................... 13

Appendix 6 ................................................................................................................................ 14

Reference ................................................................................................................................. 15

1

Introduction and Insights Australia Zoo is a leisure and entertainment theme park. The target audience for Australia

Zoo is families with pre-teens school-aged children. The demographics for target audience

are based from Roy Morgan data. The types of demographics are parents with children 6-8

years, married, employed full time and sometime grocery buyers. The geographic are

Brisbane, Sunshine Coast and Gold Coast. The psychographics for target audiences are busy

life, watch TV, difficult to switch off work, not enough hours in the day and responsibility in

the job. The key insight is to bring the family together and to have a special memories time

together with a family. The market analysis for Australia Zoo is setting to continue to set to

the next level of animals conservation and education. The product analysis is Australia Zoo is

a conservationist work to deliver an animal experience. With Australia Zoo is the ultimate

wildlife adventure delivery conversation through education. The media imperatives are

based on the target audience in the appendix 6. The graph shows that the newspaper

reaches the most and internet has the most index numbers.

2

Media Objective and Media Strategy

Media Objectives Media objectives are reaching 60% of family with pre-teen school-aged children at least twice over a

month (15.9.2015-15.10.2015) through flighting schedule by $200,000 budget.

The main target audience of the product is family with pre-teen school-aged children. Four different

media will use for accomplishing the goal of reach and frequency. In addition, the advertising

scheduling of flighting employs to inform the product. There are several reasons. Firstly, the good is

close to seasonal product because the product indicates specific date and aim at the school holidays

(Management Study Guide, 2015). Another reason is cost efficiency by advertising short period and

at the peak time (Management Study Guide, 2015). Therefore, this is useful method for the product

and the limited amount of budget. Consequently, using four different media can increase product

awareness and effectively communicate the comparative advantage of Australia zoo to consumers.

Media evaluation plan Pre-plan analysis and post buy analysis use to evaluate a media plan for Australia zoo. Firstly, the

impact of media plan is evaluated before presenting the media plan of the product to the client that

is pre-plan analysis (Katz, 2007). This evaluation helps to check the media plan weather encounter

advertising and marketing objectives.

Australia Zoo Previous Recent

Budget for media plan 58,200 $200,000

Zoo/wildlife park/sanctuary Theme parks

Brand Awareness 31% 69%

Table 1. Example of pre-plan analysis

After running the advertisement, the post buy analysis uses to identify how well the plan

delivered to the consumer (Katz, 2007). This evaluation can measure and predict the process

of each medium. Therefore, the post buy analysis, which is based on econometric modeling

will use for the Australia zoo because this method appropriate to the objectives of Australia

zoo’ media brief.

Media Strategy

The category of leisure and entertainment is highly competitive during school holiday

periods. The challenge of the planner is to offset this competitive by creative media plan.

The big idea of the media strategy is to provide special memories time to target audience by

3

emotional appeal and specific information. The reason is that purchasing leisure and

entertainment activities for holiday is a high involvement product, thus these kinds of

products or communication require psychological and emotional motives (Williams, 2003).

During this period, the product will advertise by four different media that includes television,

radio, newspaper and digital.

Firstly, QR code will be used in media for attracting consumers and informing about the

product. According to Allegra (2011), QR cord helps to access information quickly and

immediately, to expand promotional reach, to integrate more than one medium and to

increase participation or consumers about advertising. In addition, the age of high usage of

QR codes is 18 to 34 years old in each country and the users of QR codes will continue to

increase worldwide (Amendola, 2013). Therefore, the basic information and comparative

advantage can introduce to consumers concretely by QR codes such as various educational

programs for children and the beneficial entertainment environment for families.

Another plan is that the advertisement will involve activities that consist of the product for

the temptations target audience such as a picture or word puzzles. These activities assist

people to relax their brain during rest time and these engage people to obtain appealing

objects and to have a great physical experience (Conceptis Puzzles, 2013; Shofali, 2015). In

addition, these also help or increase people to spend time with family, friends or colleges

(Robinson, Smith & Segal, 2015). As a result, this factor can assist the company to attract

consumers through motivation by spending time with family and the activity advertising.

4

Media Channels options

Overview

The four media channels recommendation for Australia Zoo based on the families with pre-

teen school-aged children on media imperatives from Roy Morgan data. The four media

channels are television, radio, newspapers and digital would be the most recommended for

Australia Zoo. According to the Roy Morgan data is using the media imperatives as the high

of v% for the media channels. Also the data will be using the media consumptions from

media imperatives of how many audiences use each media.

Television

According to the Roy Morgan data is that the target audience use FTA TV (Free to Air TV) is

88.4%. Channel 9 (QTQ 9) would be most appropriate media for Australia Zoo and according

to Roy Morgan data (2015) is that the channel 9 has the highest number of station shares.

The use of television is 29% for the audience use the medium commercial TV (2-<3 hrs per

day) and most audience watch the television at home.

The advantages for the television are creativity and impact, coverage and cost-effectiveness,

captivity and attention (Blech, Blech, Kerr & Powell, 2014). The creativity and impact the

advertising message on the Australia Zoo by interacting the sight and sound to presenting

the products of Australia Zoo (Blech, Blech, Kerr & Powell, 2014). Coverage and cost-

effectiveness is that the TV commercial for Australia Zoo is to makes it possible to reach the

large audience (Blech, Blech, Kerr & Powell, 2014). Captivity and attention, according to

Blech (2014) is that the TV ads have an effect on consumers simply through heavy repetition

and exposure to catchy slogan. This means that the product of Australia it is easier for the

target audience to avoid the TV commercial message (Blech, Blech, Kerr & Powell, 2014).

The disadvantages of the television are costs and lack of selectivity (Blech, Blech, Kerr &

Powell, 2014). The cost of television is that the efficiency is reaching the large audiences and

it is expensive to advertisers (Blech, Blech, Kerr & Powell, 2014). According to Blech (2014)

the high cost of television stems not only from the expense of buying airtime but also from

the costs of producing a quality commercial (Blech, Blech, Kerr & Powell,2014). Lack of

selectivity some television is available through variations in programs and subscription TV

(Blech, Blech, Kerr & Powell, 2014). According to Blech (2014) advertisers who are seeking a

very specific, often small, target audience find the coverage frequently extends beyond their

market, reducing its cost-effectiveness.

Radio

The radio from Roy Morgan data (2015), the families with pre-teen school-aged children

listen to the radio of 75%. According to Roy Morgan data, the 7.5% of most consumers listen

to 97.3. 26% of the radio use as the medium commercial radio (1-<3 hrs per day) during their

drive time.

5

The advantages for radio are cost and efficiency and selectivity (Blech, Blech, Kerr & Powell,

2014). The cost and efficiency is the main strength of the radio media as an advertising

medium because it is low cost (Blech, Blech, Kerr & Powell, 2014). The low costs of radio

make it one if the efficient of all advertising media. The low cost of radio can build more

reach and frequency into their media schedule within a certain budget. The selectivity is that

a major advantage of radio with a high degree of audience selectivity available through the

various program formats and geographic coverage by the number of stations (Blech, Blech,

Kerr & Powell, 2014).

The disadvantages are creative limitations and limited listener attention. The creative

limitations of the radio advertiser cannot show the product, demonstrate it or use any type

of visual appeal or information (Blech, Blech, Kerr & Powell, 2014). Limited listener attention

is a problem for radio is it difficult for listeners attention to commercials with a radio

programming, particularly music is often as the background to some other activity and may

not receive the listeners’ full attention (Blech, Blech, Kerr & Powell, 2014).

Newspapers

According to the Roy Morgan (2015) from media imperatives is that the number of families

with pre-teen school-aged is 97% that read the newspaper in the last 7 days. The courier

mail would be most audience read the papers. The light newspaper (1-2 in last week) of 52%

consumers read during work time.

The advantages of the newspapers are geographic selectivity and reader involvement and

acceptance (Blech, Blech, Kerr & Powell, 2014). The geographic selectivity is more

geographic or territorial selectivity than any medium except direct mail (Blech, Blech, Kerr &

Powell, 2014). The geographic selectivity of newspaper to concentrate their advertising in

specific areas they can’t reach with other media (Blech, Blech, Kerr & Powell, 2014). Reader

involvement and acceptance is consumers’ level of acceptance and involvement with the ads

contain in the newspapers (Blech, Blech, Kerr & Powell, 2014). According to Blech (2014)

many consumers use newspapers not only for news, information and entertainment but also

for assistance with consumption decision.

The disadvantages of the newspaper are reproduction quality and lack of selectivity and

declining circulations (Blech, Blech, Kerr & Powell, 2014). The reproduction quality is the

paper stock and the cost of colour impact on the quality of newspaper ads (Blech, Blech, Kerr

& Powell, 2014). Lack of selectivity and declining circulations with a newspapers will be

inefficient by wasting circulation that the results from reaching all of the newspaper readers

(Blech, Blech, Kerr & Powell, 2014). According to Blech (2014), the internet is easier for the

reader which most paper now have tablet and mobile apps.

Digital

The digital would be useful as the internet media for Australia Zoo by using social media

includes Facebook or Twitter and YouTube stream video. According to Roy Morgan data

6

(2015) is that 71% of families with pre-teens school-aged use the internet in last 7 days.

According to Roy Morgan data (2015), the social network (Facebook or Twitter) is 42.5% and

stream video (YouTube) is 32.6% with families with pre-teens school-aged children. With the

24.6% of medium internet (>9-24 hours a week) using at home.

The benefits for the internet are information resources, entertainment, social network and

online services (Youth Village, 2013). The information resources are the information is the

biggest advantage for the internet. The search engines like Google, Yahoo are the most

useful on the internet to find all sort of information (Youth Village, 2013). Entertainment is

another way to surf the internet (Youth Village, 2013). Online services with the internet has

made online services with your transactions online includes buying tickets online, book

tickets for a movie, transfer funds and right from your home(Youth Village, 2013). Social

network is using Facebook or Twitter, according to Youth Village (2013) social networking

has become so popular to connect with millions of people with similar interests.

The disadvantages for internet are virus threat and theft of personal information (Youth

Village, 2013). Virus threat by using the internet is often plagued by virus attacks on the

systems with a virus programs if you clicked harmless link. With a computers connected to

the internet might get virus attack and may end up crashing (Youth Village, 2013). Theft of

personal information by using the social network which it is a risk a theft to your personal

information such as name, address credit card number and many more (Youth Village, 2013).

7

Media Budget and Media Schematic

Media Schematic

8

Media Budget

Table 1.0 the budget of media planning (the calculation process will be shown in appendix).

Based on Appendix 2, reach 60% target audience with at least twice of frequency that the TV ad

should buy 300 TARPs. 60% of TARP can be reached by Peak time ad Sun-Sat 18:00 to 22:30.

However, it is not all target audience would like to watch TV on peak time. For example, housewife is

more like watch day time TV (Hinch, 2011). Therefore, Another 40% of TARP can be reached by all Off

Peak time ad.

Based on Appendix 3, radio ad should be bought depend on spot. Due to the TV ad is most efficient

channel and it will be run from 13 Sep to 3 Oct. Therefore, 61.42% of budget will be used on TV ad.

The radio ad will be placed only 2 weeks from 21 Sep to 3 Oct.

The full page (12*6) Courier-Mail ad will be released on the last week from Monday to Friday.

Therefore, it costs $22568.

The digital ad want to achieve 400000 impressions which through Internet. Facebook and Twitter

cost $6000 per channel. Additionally, Online Video costs $16000.

Media Investment % of Investment ($200000)

Television-QTQ 9 $122845.2 61.42%

Radio-97.3 $21360 10.68%

Newspaper-Courier Mail $22568 11.28%

Digital-Internet $28000 14.0%

Totally $194773.2 97.39%

9

Appendix 1 the budget for QTQ 9

Rate TARP CPT Total budget

Peak Sun-sat (18:00-22:30)

$4706 9.1 $517.14

$93085.2

All Off Peak $496 2 $248 $29760

The total budget for QTQ 9 is $517.14× (300× 60%) + 248 × (300 ×

40%)=$93085.2+$29760=$122845.2. It occupies 61.42% (122845.2 ÷ 200000 × 100% = 61.42%)

of budget.

10

Appendix 2

11

Appendix 3 the budget for the Radio 97.3

The radio ad period of Australia Zoo is from 21st August to 1st October which contains 2 weeks.

𝑀𝑜𝑛 − 𝐹𝑟𝑖 $534 × 2 × 20 =$21360

The percentage of investment $21360 ÷ $200000 × 100% = 10.68%

12

Appendix 4 the budget for the Newspaper Courier-Mail

The full page $22568. The percentage of investment budget $22568 ÷ 200000 = 11.28%

13

Appendix 5 the budget for Internet 400000 × $15 ÷ 1000 = $6000

Due to the channel of Internet includes Facebook, Twitter. Therefore, $6000 is for each, three

channels should be $6000 × 2 = $12000

Furthermore, the budget for online video of YouTube should be 400000× $40 ÷ 1000 = $16000.

The total budget for Internet: $12000+16000=$28000

The percentage of investment $28000 ÷ 200000 × 100% = 14.0%

14

Appendix 6

Graph 1: Media imperatives

0

20

40

60

80

100

120

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Newspaper Magazine FTA TV Radio Internet Cinema OutdoorAdvertising

v%

ix

15

Reference Allegra. (2011). Increase sales impact with QR codes: Connecting print with mobile marketing.

Retrieved from http://www.allegrahamilton.com/wp-content/uploads/2011/11/ALG38774-

QR-Code.pdf

Amendola, J. (2013). How the QR code boom will affect you. Retrieved from

http://www.imediaconnection.com/content/33724.asp#multiview

Belch, G.E., Belch, M.A, Kerr, G. & Powell, I. (2014). Advertising: An Integrated Marketing Communication Perspective (3rd Edition) North Ryde, NSW: McGraw-Hill Education Conceptis Puzzles. (2013). 21 reasons why people play logic puzzles. Retrieved from

http://www.conceptispuzzles.com/index.aspx?uri=info/article/429

Hinch, S. (2011). Daytime TV viewers-who are they? Retrieved from http://www.adad.com.au/blog/day-time-tv-viewers-who-are-they

Katz, H. E. (2007). The media handbook: A complete guide to advertising media selection, planning,

research, and buying (3rd;3.; ed.). Mahwah, N.J: L. Erlbaum Associates.

Management Study Guide. (2015). Models of advertising scheduling. Retrieved from

http://www.managementstudyguide.com/advertising-scheduling-models.htm

Robinson, L., Smith, M., & Segal, J. (2015). The benefits of play for adults: How play can improve your

health, work, and family relationships. Retrieved from

http://www.helpguide.org/articles/emotional-health/benefits-of-play-for-adults.htm

Shofali. F. (2015). Why traditional toys, puzzles and games are making a comeback. Retrieved from

http://www.showlands.com/lifestyle/169-why-traditional-toys-puzzles-and-games-are-

making-a-comeback.html

Williams, A. (2003). Hospitality, leisure and tourism: Understanding the hospitality consumer

Routledge. doi: 978-0-7506-5249-0

Youth Village. (2013). Advantages And Disadvantages Of Using The Internet. Retrieved from http://www.youthvillage.co.za/2013/09/advantages-disadvantages-using-internet-2/