Assure Shower Gel Media Brief

This assignment presents a detailed media brief for the launch of Assure Company’s new shower gel product. The document outlines the client’s communication strategy, advertising objectives, target audience, and proposed advertising patterns or formats. It emphasizes the importance of creative presentations with catchy tunes, slogans, and memorable quotations to attract consumers. The brief also includes a budget plan for measuring campaign success.

Running head: CLIENT PROPOSAL AND DESIGN RATIONALE
Client Proposal and Design Rationale
Name of the Student:
Name of the University:
Author Note:

1CLIENT PROPOSAL AND DESIGN RATIONALE
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Overview of the Company.....................................................................................................2
Objective................................................................................................................................3
Target Audience.....................................................................................................................3
Identification of Resources and Budget.................................................................................4
Research Resource Requirements......................................................................................4
Media Options....................................................................................................................5
Overall Requirements.........................................................................................................7
Reasons to buy the Product....................................................................................................7
Creativity and Presentations...................................................................................................8
Conclusion..................................................................................................................................8
References..................................................................................................................................9

2CLIENT PROPOSAL AND DESIGN RATIONALE
Introduction
The client briefing procedure often feels like an overload or information comprising
background information, variety of goals, audience insights and others that makes it
immensely necessary for the agencies to distill the overall information into an actionable,
measurable and clear plan. At times, when the agency fees are dictated by their performance
level, it becomes necessary to get the clarity in the complex procedure (Halinen, 2012).
However, establishing the objectivity of the business must be the top most priority.
Moreover, implementation of an advertising campaign on the international media also
requires a thorough understanding of the objectives of the campaign as well as target
audience (Williams, 2014). The purpose of this report is to identify as well as define a new
media brief from a client. The report focuses on the launch of a new ‘shower gel’ for both
men and women, of a company named ‘Assure’. The proposal provides a new media strategy
for the clients in order to meet all the requirements of the media brief.
Discussion
The media brief indicates the objectives of the proposed advertising and the aim it is
trying to accomplish. This clearly indicates the objective of the new product, why it is being
launched in order to increases awareness regarding the brand, the overall budget and its target
audience (Schauster, Ferrucci & Sharkey, 2015). However, the report focuses on the launch
of a new ‘shower gel’ for both men and women, by the company named ‘Assure’.
Overview of the Company
Assure is an Australia based company which manufactures, distributes and produces
beauty products and personal care stuffs life shampoos, beauty soaps, bath additives
conditioners and others for both men and women. It is owned by ABC limited, an Australian

3CLIENT PROPOSAL AND DESIGN RATIONALE
conglomerate along with a market capitalization of around 40 billion Australian dollars and
turnover of around 8 billion Australian dollars. The company is launched in the year 2010
and its unit selling proposition is the unique blend of nature as well as science. However, the
company is going to launch its first shower gel, which can be used by both men and women.
The product will be based on pure natural ingredients, which will suit all skin types. The pure
blend of natural products like strawberries, black grapes, apple, jojoba oil, kiwi and others is
all set to win the hearts of many people. The company has certified documents and reports
from the government officials, which has managed to gain popularity in terms of faith and
loyalty as well (Kelley, Sheehan & Jugenheimer, 2015).
Objective
The primary objective of the company is to persuade the target consumers in order to
buy and use the new launch. The secondary objective is to create as well as characterize this
new launch or the brand. The tertiary objective is to re-create a brand value of the product
and convince the new set of consumers to buy and use it (Young, 2014). The product will be
advertised in all media channels as well as press conferences will be held to aware the
consumers and media personnel. The overall objective is to gain mass attention and
popularity, which in turn, will increase the sale of the new product (Morais, 2014).
Target Audience
Creating an audience profile will let the marketers gain an understanding regarding
the changing preferences, needs, demands and desires of the consumers. It will also give an
overview of the consumers’ thought processes and behavioral changes. However, the
marketers need to focus on whom they want to target, what they will communicate and who
else need to know about the product (Turnbull & Wheeler, 2017). Taking the product into
consideration, the target audience will be both men and women belonging to the age group of
20-70. A thorough research will explain the though process of the audiences, how they feel

4CLIENT PROPOSAL AND DESIGN RATIONALE
and behave in relation with the product category. Moreover, the company also focuses on its
usage of natural ingredients, which will cater and grab the attention of many consumers
(Samiha, 2013).
Identification of Resources and Budget
A budget planning will enable the marketers in gaining an understanding of the
required resources and overall costs or expenses (Chandrasekhar & Raj, 2014).
Research Resource Requirements
Research resource
requirement
Strength Weakness Justify Research Estimated Duration
and Cost
Observation Observing the
consumers’
behavior or
attitude will assist
in gaining an
understanding of
the consumers’
mindset.
However, at
times, it becomes
challenging to
understand the
buying pattern of
the consumers as
various factors
come into
consideration.
Observation
research
procedure is an
easier method and
cost effective. It
enables the
marketers to
easily understand
the pattern of
purchase of the
consumers.
Cost effective but time
consuming.
Surveys Conducting online
surveys among
the audiences will
allow the
marketers in
gaining their
At times,
consumers feel
irritated and show
no interest in
filling up the
survey forms.
Carrying out
surveys are
however, easier to
administer. It is
cost effective, but
depending on
Minimal cost
depending on the
mode, which can be
developed in less time
span.

5CLIENT PROPOSAL AND DESIGN RATIONALE
valuable feedback
about the services,
which in turn, will
benefit the
company, at large.
Even, some
consumers
intentionally give
negative
feedback. Those
are very
challenging to
understand.
which mode the
marketers are
conducting. It
helps in gaining a
number of
feedback from the
respondents at
one go.
Interviews Gives authentic as
well as useful
insights, better
than surveys.
Additionally, it
captures the
behaviors and
emotions of the
consumers.
The collected
information is
entered manually,
and therefore, it
should be done
carefully. There
are chances of
missing out
valuable
information.
Sample size is
limited and
sometimes, the
consumers may
hesitate to talk
Interviews are
considered to be
the most useful
and authentic way
of gaining
valuable insights.
Some consumers
even feel special
and valued.
Cost is however, a
major disadvantage in
this. The company
bears personnel costs.
Technology usage
may also require some
additional investment.
In addition to this, it is
a time taking
procedure.

6CLIENT PROPOSAL AND DESIGN RATIONALE
Media Options
Media
Option
Attributes Justification
of media
Creative
and
Production
services
Justification
for creative
and
production
Time Estimated
Cost
Television Television has
the power to
reach a large
group of
people and at
the same time
the
advertisement
s are
repetitive.
To reach the
larger section
of the society.
Performers,
copywriter,
camera
persons,
director,
producer
etc.
Professional
experts will
design the
whole work
in a creative
manner.
Four-Five
months.
$5000
approximately.
Social Media
and Websites
Reaches a
larger section
of the society,
mainly
internet users.
It can be
watched by
people
anytime,
anywhere.
Wide number
of users,
interactive.
Illustrator,
Artists,
Graphic
Designer
etc.
Professional
work.
One month
maximum.
$100-$200
approximately.
Posters Can target
only the
Simplicity,
easier to
Designers,
Artists etc.
Creativity One week
maximum.
$5000
approximately,

7CLIENT PROPOSAL AND DESIGN RATIONALE
public on the
basis of its
placement.
understand,
slogans only.
depending on
the placement
and size.
Newspaper Medium
coverage as
only the
newspaper
readers will
see the
advertisement.
Easier to grab
the attention
of the
newspaper
readers and
the older
segment of
the society.
Designers,
Artists,
Creative
writers etc.
Professional
as well as
creative
work.
One month
maximum.
$500-$2000
depending on
the size,
geographical
area,
popularity as
well as page
location.
Overall Requirements
A budget of around $300,000 needs to be allocated to the company for all the
requirements. An overview of the expenses are prepared and given in accordance with the
budget.
Research $20,000 approx
Creative Production Fees $110,000 approx
Advertising service fees $50,000 approx
Media $15,000 approx
Contingencies $40,000 approx
Total Expenditure $235,000 approx

8CLIENT PROPOSAL AND DESIGN RATIONALE
Reasons to buy the Product
The advertisers and marketers must be able to convince the consumers to buy the
product. The marketers must make the consumers understand the differences between feature
and the benefit of the product or services. They should stress on the unit selling proposition
of the brand (Raj, 2012). The shower gel has rich features of natural ingredients which
benefits both men and women, keeping the moisture of the skin intact and making it soft and
smooth.
Creativity and Presentations
The advertisements should be creative; therefore, professional graphic and art
designers must be hired for this purpose. Creative presentations with catchy tune and slogans
will grab the consumers’ attention easily (Grahle & Hibbert, 2016). This should include
consumer insights, description of the brand personality, memorable quotations, positioning
tag lines, logo and the features. The idea of the brand and promotional offers must include in
the client presentations. The company’s website should also contain a brief description of the
product and promotional offers (Morshed, 2013).
Conclusion
To conclude, media briefs help in summarizing the client’s communication strategy
and the advertisement campaign’s objectives. It should be circulated by the media agencies or
clients to the media owners. The proposal of the advertisement should outline briefly the
client’s objectives and what they try to achieve. Moreover, a media brief should comprise a
combination of the advertising patterns or formats, depending on the circumstances. The
report consists of a media brief of a shower gel product being launched by Assure Company.
In addition to this, it also includes the procedures by which the advertisers can make the

9CLIENT PROPOSAL AND DESIGN RATIONALE
advertisement more catchy and attractive. Furthermore, a budget plan is also given which will
help the marketers to measure the success in meeting it.