Media Plan for Fair Trade Promotion

This assignment focuses on developing a comprehensive media plan to promote fair trade practices. It requires defining target media vehicles (television, radio, newspaper, internet advertising, direct mail, magazines), allocating budgets per medium per advertising period, and specifying costs per day/click, number of uses allowed, cost per response, required responses, and maximum daily budget for each vehicle. The plan must adhere to fair trading laws, particularly regarding minimum retail price specifications.

Running head: MEDIA PLAN
Media Plan
Name of the student
Name of the University
Author Note

1
MEDIA PLAN
Part B
Develop a Media Plan ‘PayPal™
• ‘PayPal™ Detailed Consumer Profile
Behaviouristic information
Description
Benefits sought by the
buyer
1. It is very easy to sign up at PayPal. Money can be transferred
to any individual having an email address or phone number.
There are many retailers that are accepting PayPal. It is also
safer than money orders as well as cheques.
2. PayPal did the introduction of a rewards program for the
most active customers who are using PayPal online, in store or
on mobile devices, which is known as ‘PayPal Select’. After
signing up for it, the status regarding ‘PayPal Select’ will be
lasting for a year and will be getting renewed depending upon
the decision of the organization (Allen 2015).
3. The readiness stage concerning PayPal is associated with
awareness of its existence, information relating to its
advantages, primary interest, preference over the competing
products, conviction regarding its appropriateness related to
purpose and lastly, purchase (Cook 2016).
Loyalty status
Readiness stage
User status
Demographic information
Description
Age group 1. The Age group of customers that are using PayPal is between
18-29 years.
2. The gender is mostly male customers.
3. The customers are mostly into services.
4. The PayPal statistics is stating that at present there are 197
million active customer accounts.
5. The marital status of the customers is that they are mostly
single.
6. The average of the millennial customers that uses PayPal are
$684 per week or $35,592 per year
Gender
Occupation
Statistical description
Marital status
Income

2
MEDIA PLAN
Geographic information
Description
Nation of residency /
Postcode
1. The users of PayPal can be from anywhere
2. They can be either national or international
3. They might belong to any state
Postcode
State or territory
Census information
Psychographic information
Description
Attitude The millennial generation using the PayPal is mostly having a
very busy lifestyle and they are having a strong opinion as well
as show an active interest regarding online shopping.
Interests
Lifestyle
Values
Opinions
• ‘PayPal™ Suitable Media Vehicles
(Introduce the topic & fill the below matrix)
selected
Media
vehicles
Relative
Merits
Proved Past
performance
New/
Alternative
media
vehicles
Benefits Drawbacks
TV Good market
positioning
75% reach Internet
advertising
Internet
advertising
is ideal for
businesses
with a
national or
international
target
market and
large-scale
Marketing
materials are
automatically
available for
anyone in
the world to
copy,
regardless of
the legal

3
MEDIA PLAN
distribution
capabilities
ramifications
Radio Good
market
positioning
50% reach Direct mail ->Direct-
mail
advertising
is cost
effective.
->Direct-
mail
advertising
is highly
flexible.
1) Long
Lead
Times.
2) Low
Response
Newspape
r
Excellent
market
position
60% reach Magazines Ability to
display
higher
quality
images than
either direct
mail or
newspaper
High-
resolution
photography,
top-quality
glossy paper
and
production
and
distribution
costs
contribute to
this high
price tag.
Selected
Media Platform
Timing
/ Date
Number of
advertisem
ent
Placement
of
advertisem
ent
Lengths/
Size/
Duration
of
advertisem
ent
Distributio
n of
advertisem
ent
Number of
desired
responses
per
advertisem
ent
Cost
per
platfor
m
TV(cable) 2
mont
hs
3 In break 1 minute Morning,
afternoo
n,
evening
10 per
day
AU
$10,0
00
Radio(fm) 1 2 In break 48 Afternoo 6 per day AU

4
MEDIA PLAN
mont
h
seconds n,
evening
$3,00
0
Newspaper(Melb
ourne express)
3
mont
h
4 Page- 2,
4, 7,9
Half page After 2
days
15 per
day
AU
$5,00
0
• media schedule
New/
Alternative media
vehicles
Timing
/ Date
Number of
advertisem
ent
Placement
of
advertisem
ent
Lengths/
Size/
Duration of
advertisem
ent
Distributio
n of
advertisem
ent
Number of
desired
responses
per
advertisem
ent
Cost
per
platfor
m
Internet
advertising(vid
eos)
3
mont
h
5 Beginni
ng of
any
website
49
seconds
At night 5 per
day
AU
$200
0
Direct mail 6
mont
h
1 after
month
Latest
updates
1 page morning 4 AU
$900
Magazines
(yellow
pages)
2
mont
h
3 Page 5
and 7
1 page Morning
,
evening
3 per
day
AU
$300
0
Testing schedule for the media plan
Selected
Media Vehicle
Targeted
Group
Advertising
Period
Cost per
Period
Testing
Method
Reach
%
TV(cable) 18-40 2 month AU
$10,000
Telecast test 75%
Radio(fm) 25-45 1 month AU
$3,000
Telecast test 50%
Newspaper(Melbourn
e express)
30-50 3 month AU
$5,000
The
advertising
concept test
60%

5
MEDIA PLAN
New/
Alternative media vehicles
Internet
advertising(videos)
12-35 3 month AU $2000 The
advertising
concept test
65%
Direct mail 28-45 6 month AU $900 Advertising
Period
55%
Magazines (yellow
pages)
30-55 2 month AU $3000 The
advertising
concept test
50%
Modify the media plan in consequence of results obtained
• Media requirements of the creative brief
Media Requirements of the Creative Brief
Television – Regarding the creative brief, the media requirement relating to television would be cable
network
Radio - Regarding the creative brief, the media requirement relating to television would be FM network
Newspaper - Regarding the creative brief, the media requirement relating to television would be
Melbourne Express
Internet Advertising - Regarding the creative brief, the media requirement relating to television would
be videos
Direct Mail
Magazines - Regarding the creative brief, the media requirement relating to television would be Yellow
Pages
• Evidence to support each requirement
Media Requirements of the
Creative brief
Evidence to Support each
requirement

6
MEDIA PLAN
Television There will be having demographic targeting,
strongest influence and having cost effectiveness
Radio There is cost effectiveness, having efficiency of
time and also having measurable outcomes
Newspaper There is the requirement for knowing the
audience, creating products or services for
fulfilling the requirements, as well as making it
easy for conducting business
Internet Advertising This kind of advertising is targeted, provides
flexibility across channels and can be easily
measurable.
Direct Mail This kind of media requirement is associated with
having a high target, can be personalized as well
as having versatility
Magazines There is the requirement for knowing the
audience, creating products or services for
fulfilling the requirements, as well as making it
easy for conducting business
• Do not breach any relevant media legislations from all levels of
governments that affects business operations, codes of practice
and national standards such as:
Relevant Media Legislations Guidelines/ Considerations in relation to
Media Plan
Anti-discrimination In relation to Media Plan, there cannot occur any unlawful
discrimination on the basis of the identification of gender.

7
MEDIA PLAN
Legislation
Consumer Protection Laws In relation to the media plan, the consumer protection
laws are a form of government regulation that is aiming
towards protecting the consumer rights for PayPal.
Copyright Legislation In relation to the media plan, the law will be giving PayPal
the rights to control the means in which there will occur
the use of the material (Flykt 2016).
Ethical Principles In relation to the media plan, the three ethical principles
that should be involved are the principles of respect
regarding individuals, beneficence as well as justice.
Privacy Laws In relation to the media plan, the laws will be dealing with
the aspect to regulate, store as well as use personally
recognizable information of customers in respect of PayPal
(Godsey 2015).
Trade Practices Act In relation to the media plan, the Trade Practices Act
relating to PayPal is having the purpose of promoting any
sale, use or supply of any product or services using fair
trade practices.
Fair Trading Laws In relation to the media plan, these laws will be permitting
PayPal the right for specifying the minimum retail price
regarding a product (Zimmerman 2015).
• Contain a budget allocation per medium per advertising period
Budget allocation per medium per advertising period
Selected
Media Vehicles
Cost per Day/
Click
Number of
time media
can be used
Cost per
response
Budgeted number
of required
responses for the
period
Maximum Daily
Budget
Television AU $50 10 AU $5 8 AU $75
Radio AU $30 8 AU $6 7 AU $60
Newspaper AU $30 6 AU $6 7 AU $60

8
MEDIA PLAN
Budget allocation per medium per advertising period
New/
Alternative
Media
Vehicles
Cost per
Day/ Click
Number of
time media
can be used
Cost per
response
Budgeted
number of
required
responses for
the period
Maximum
Daily
Budget
Internet
Advertising
AU $50 100 AU $10 10 AU $100
Direct Mail AU $50 10 AU $5 8 AU $80
Magazines AU $50 20 AU $5 7 AU $65

9
MEDIA PLAN
Reference
Allen, J.P. and Wright, R., 2015. Information Systems Entrepreneurship: Building Interest in Technology
through an Online Business Course for Undergraduates, MBAs, and Executives.
Cook, B. and Jenkinson, D., 2016. Making it happen: Impact by design. Research World, 2016(60), pp.49-
53.
Flykt, A., 2016. Creating an e-marketing plan for a clothing company using online and social media
channels: a case study of Smokart Ltd.
Gausebeck, D., Lee, K.Y.R., Phillips, B.A., Shastry, V. and Woo, K., Paypal, Inc., 2016. Focused advertising
across multiple communication channels. U.S. Patent Application 15/263,173.
Godsey, S.L. and Todasco, M.C., Paypal Inc., 2015. Financial management systems and associated
methods. U.S. Patent Application 14/984,964.
Zimmerman, J. and Ng, D., 2015. Social media marketing all-in-one for dummies. John Wiley & Sons.