Media Planning for Health Promotion Campaign in Indigenous Australian Communities

Running head: MEDIA PLANNING
Media Planning
Name of the Student
Name of the University
Author Note

1MEDIA PLANNING
Executive summary:
Planning of a media is important aspect that can ensure the success of the
advertisement campaign. Effective media planning helps to identify the best combination of
media that can be used for the propagation of the advertisement in the target audience profile
within a limited budget. Planning the media for the advertisement campaign therefore
includes an analysis of the target audience or the target market that helps to identify the
specific needs of the market which can be used to develop the objectives of the advertisement
campaign. Effective media category and vehicle can be selected later that can address the
campaign objectives, and also analyze the approximate expense of the advertisement. The
report is aimed to prepare a media plan for a health promotional campaign for a healthcare
organization in Australia that aims to reduce the risks of obesity and related conditions
among the indigenous Australian populations of Aboriginal and Torres Strait Islander
communities. The campaign specifically focuses on individuals above 15 years of age.
Analysis of the target market found that the risks of obesity in the selected communities are
very high, compared to the non Indigenous population. Additionally, the usage of social
media and radio in these communities were also found to be significant, due to which Social
Media and Radio was selected for the propagation of the advertisement messages. It was also
found that the risks of obesity were mainly related to unhealthy diet and lack of physical
activity. Thus the campaign aims to educate people of the health risks due to obesity and how
its risks can increase due to unhealthy diet and sedentary lifestyle, the campaign also aims to
educate on the strategies to reduce obesity risks and the health services that they can opt for
to treat obesity and related conditions. Recommendations are also made that can maximize
the success of the campaign.

2MEDIA PLANNING
Contents
Executive summary:...................................................................................................................1
Introduction:...............................................................................................................................3
Media Planning:.....................................................................................................................3
Aim:........................................................................................................................................3
Structure of the report:...........................................................................................................3
Findings:.....................................................................................................................................4
Profiling/Selecting the target market:....................................................................................4
Specifying Media Objectives:................................................................................................5
Selecting Media Categories/vehicles:....................................................................................5
Media Costs:...........................................................................................................................7
Conclusion:................................................................................................................................8
Recommendations:.................................................................................................................9
References:...............................................................................................................................11

3MEDIA PLANNING
Introduction:
Media Planning:
Media Planning are a set of activities that are focused on the identification and
selection of media or a combination of media platforms such as newspapers, television,
websites, magazines and radio broadcasts as well as outdoor placements in order to
communicate a message (such as an advertisement) to the public or customers by an
organization (Schultz and Block 2018). Media planning helps to identify the best
combination of media that can be used to share a particular message and thereby achieve the
objective of the marketing campaign. Planning the media strategies involves aspects such as
the number of audiences that can be reached through various media, the selection of an
appropriate media vehicle, strategies to place the advertisements or messages in the said
vehicle and costs of the media and advertisement campaign (Xu et al. 2018; Barker 2014).
Aim:
The aim of this report is to prepare a media plan for an advertisement campaign for a
healthcare organization in Australia to improve awareness on the effects of unhealthy or junk
food on Obesity focused on reducing the risks of obesity in Aboriginal and Torres Strait
Islander Communities in Australia.
Structure of the report:
In the given report, the following aspects would be discussed: the profiling of
selection of the target market for the health advertisement, outlining the objectives of the
health promotion/advertising plan, selection of an appropriate media category or vehicle for
the advertisement, the probable costs for the advertisement using the said media category or