Elite Advertising: Comprehensive Media Plan for Sports Wrist Watch

This report details a comprehensive media plan developed by Elite Advertising for the launch of a new sports analogue wrist watch. The plan outlines the product's features and targets a youth and teen demographic through informative advertising. It establishes media objectives based on reach, frequency, and continuity, utilizing television, radio, newspaper, and internet marketing platforms. The report evaluates the strengths and weaknesses of each medium, selecting a media mix with rational and brand appeal. It includes timing directions, budget allocation, and negotiation strategies, ensuring legal and ethical compliance. The plan aims to generate initial demand, increase brand awareness, and achieve effective advertising results within a defined budget of AU$61,000. The client's feedback and potential adjustments, such as increasing the duration of newspaper and internet marketing campaigns, are also considered.

Essay and Written Reports

Table of Contents
INTRODUCTION...........................................................................................................................1
Introduction to product................................................................................................................1
Developing Media Plan...............................................................................................................1
Stating Media Objectives............................................................................................................2
Evaluating Media........................................................................................................................3
Selection and Implementation.....................................................................................................4
Setting Media Budget..................................................................................................................5
Negotiation on advertisement positions and price with each stage in accordance with client
requirements................................................................................................................................5
Confirmation of Media Plan........................................................................................................6
Negotiating contingency factors and solutions with media representatives...............................6
Legal and Ethical Requirements.................................................................................................6
Requirement of advertisement campaign brief and schedule.....................................................6
REFERENCES................................................................................................................................7

Index of Tables
Table 1: Media medium and Level of Expensive............................................................................1
Table 2: Media Dimensions.............................................................................................................2
Table 3: Strengths and Weakness of Media Medium......................................................................3
Table 4: Media Mix.........................................................................................................................4
Table 5: Timing direction of Media Medium..................................................................................4
Table 6: Budget Allocation of Media Medium................................................................................5

INTRODUCTION
Media planning refers to sequence of activities which are required for advertising
particular brand or product of client organisation. The advertisement is than produce by certain
media agencies with the help of some specific platform (Meurk and et.al., 2015). In this
assignment, media plan to advertise new type of watch on certain platform that will be cost
effective will be developed by Elite Advertising. The media plan will cover all the stating media
objective which are very essential in development of plan. The strengths and weaknesses of all
alternative medium of advertisement will be evaluated in order select the efficient and effective
one. The media mix decisions and timing directions will be identified by the planner, that will
assist determining the budget. In the end, media budget will evaluate and on the basis of it
advertisement will be created by the organisation.
Introduction to product
It is the new type sports analogue wrist watch which will be available in black, red,
yellow and purple colour with diameter 38mm, 40mm, 42mm. The watch type is unisex i.e. both
men and women can wear it. It weighs from 56g to 100g according to type of belts consumer
prefer. The material of band or belt will be made of synthetic rubber and watch movement will
be made of quartz. It will come in aluminium case with 1 year manufacturing and 6 months
battery warranty.
Developing Media Plan
As it is the new product, informative advertising will be used to advertise and promote
the product (Sun, 2016). It will assist in generating initial demand of wrist watch in consumers
and will aid in achieving required coverage and number of exposures in consumers (Bruns,
2014). The platforms for advertisement are as follows:
Table 1: Platforms of media advertising and Level of Expensive
Platforms Level of Expenditure
 Television commercial on national and
local channels for 30 seconds
Highly Expensive
 Radio Commercial for 30 seconds on
selected frequency
Expensive
 Advertisement in Newspaper once in a Less Expensive
1

week for 2 months
 Mobile and Internet Marketing Least Expensive
Stating Media Objectives
The media objectives are classified into three dimensions which are reach, frequency and
continuity. These objectives are described with help of table provided below:
Table 2: Media Dimensions
Media
Vehicle/Platforms
Reach Frequency Continuity
1. Television
Commercial
Includes every person
or household in family
who have or watch
television frequently
(Kilroy, 2016).
Advertisement will be
shown once in a week
on national and local
channels.
At initial level the
timing of media
assertions will be 20%
in first 2 months and
then reduced to 5% in
remaining months of
year.
2. Radio
Commercial
People who listen or
tune into radio
channels will get
information about
wrist watch.
Advertisement will be
broadcast everyday on
Nova 96.9 radio
station.
At initial level the
timing of media
assertions will be 20%
in first 2 months and
then reduced to 5% in
remaining months of
year.
3. Newspaper
Advertisement
Includes every person
or household in family
who read, The Age,
The Daily Telegraph
and The National
newspapers.
The commercial will
be printed on every
Wednesday and
Sunday
At initial level the
timing of media
assertions will be 25%
in first 2 months and
then reduced to 50% in
last month.
4. Mobile/Internet People who visits On Monday, At initial level the
2

Marketing social networking
websites or have
registered their phone
numbers with the
organisation will get
the information about
wrist watch.
Wednesday and Friday
of every month in first
quarter of year.
timing of media
assertions will be 40%
in first 2 months and
then reduced to 20% in
remaining months.
Evaluating Media
The strengths and weakness of medium of advertisements are provided below:
Table 3: Strengths and Weakness of Media Medium
Platforms/Medium of
Advertisement
Strengths Weakness
1. Television
Commercials
 Reaches to larger
audience.
 Allows conveying
message with motion,
sight and sound.
 Highly Expensive
 Difficult to make
changes or
modifications (Xu,
2014).
2. Radio Commercials  Powerful promotion of
product in local area
 Low cost medium.
 Reaches to limited
number of people.
 Only sound messages
are conveyed.
3. Newspapers
Advertisement
 Reached the majority
of homes in city or
town
 Modification or
changes can be made
easily.
 Given promotion might
not compete the reader
attention.
 Relatively short life
span.
4. Mobile/Internet  Relatively cost  Limited coverage of
3

Marketing effective as compared
to other mediums
 Accurate delivery of
goals (Ruming, 2016).
people.
 People ignore web ads
by considering it a
spam.
The message which will be advertise by the Elite Advertising will relate to the target
audience in different ways. As the promotion is to be made of sports wrist watch, the targeted
audience majorly consist of teenagers and youth of the country. For instance, Elite Advertising
prepare a television commercial in a way that assist in exposing the benefits of product with
highly interactive and attractive message which specifically targets and relates with youths and
teenagers. Moreover, it will be displayed on national and local channels of country that will aid
in raising more viewers.
Selection and Implementation
The Media mix decisions are provided in a below table:
Table 4: Media Mix
Factors Decisions
 Target Audience Teenagers and youths
 Type of Product Sports wrist watch
 Message Appeal Rational and Brand appeal
 Execution Style Lifestyle (raising customers quality of life)
 Budget AU $61000
Various mediums of advertisement based on decisions of media mix, timing directions are
provided in the below table:
Table 5: Timing direction of Media Medium
Media Medium Reason Timing Direction
Television
Commercial
It is efficient way
to increase
Commercial will display 5 times a day on every Sunday
of month for one year.
4

awareness of
product in large
audience
(Silverblatt,
2013).
Radio
Commercials
It is cost effective
as compared to
TV commercial.
Commercial will broadcast every day at noon time for
first 2 months and at evening and night time in rest of the
year on Nova 96.9 radio station.
Newspapers
Advertisement
It reaches
maximum
audience
Advertisement will be printed in The Age, The Daily
Telegraph and The National newspapers. Every
Wednesday and Sunday only for 3 months.
Mobile/Internet
Marketing
Cost-effective Commercial will display on Monday, Wednesday and
Friday for three months on Gumtree.com.au and
Diply.com
Setting Media Budget
The budget prescribed by the client was AU$61000. The allocation of budget is described in the
table below:
Table 6: Budget Allocation of Media Medium
Media Medium Budget Allocation Aggregate Budget
Television Commercial Each ad will cost AU $100. AU $26000
Radio Commercials For first two months the cost
will AU $3000 (each month)
and after that the cost will
AU$1500 for each month
remaining.
AU $21000
Newspapers Advertisement AU $1000 per month. AU $3000 (For three months)
Mobile/Internet Marketing AU $5000 for Gumtree.com.au AU $11000 (for three months)
5

and $6000 for Diply.com
Negotiation on advertisement positions and price with each stage in accordance with client
requirements
Negotiations can be made to certain extent on newspapers and radio advertisement medium of
advertisements. Rest no negotiations has been made on Television and mobile/internet marketing
.
Confirmation of Media Plan
The client is not satisfied with newspapers and internet marketing mediums of
advertisement. He wants to increase the number of months in both the mediums. Further, he is
also ready to increase the budget as per the requirements.
Negotiating contingency factors and solutions with media representatives
Factors such as religious, political and personal factors can affect advertising. Thus,
message is conveyed in the manner that does not harm any of the factors.
Legal and Ethical Requirements
As per The Australian Consumer Law 2011 and advertising regulation of Australia (Advertising
Codes and Regulations, 2017):
 Vulgarity and Obscenity should not be used to gain customer attention
 Not to provide any misleading information
 Message should not harm in religion, society or group
Requirement of advertisement campaign brief and schedule
Client Information
 Name: Adam Jones
 Phone Number: 00000000
 Email Address: [e-mail]
Project Name: Sport wrist watch, new product for his organisation.
Prepared By:
 Agency Name: Elite Advertising
 Phone Number: 555555555
 Email Address: [e-mail]
6

Schedule: The advertisement will being from 1st October 2017 in described media medium.
7

REFERENCES
Books and Journals
Meurk, C., and et.al., 2015. Media and evidence-informed policy development: The case of
mental health in Australia. Contemporary Social Science. 10(2). pp.160-170.
Kilroy, P., 2016. Screening Indigenous Australia: Space, Place and Media in Frances Calvert's
Talking Broken. Ilha do Desterro. 69(2). pp.139-149.
Bruns, A., 2014. Crisis communication. In The media and communications in Australia (pp. 351-
355). Allen & Unwin.
Xu, C., 2014. An evaluation of stakeholder engagement methods in a complex forestry-
environment-agriculture water conflict: a case study of the lower limestone coast water
allocation plan in South Australia.
Ruming, K., 2016. Reviewing the Social Housing Initiative: Unpacking Opportunities and
Challenges for Community Housing Provision in Australia. Housing in 21st-Century
Australia: People, Practices and Policies, p.187.
Silverblatt, A. ed., 2013. The Praeger Handbook of Media Literacy [2 Volumes]. ABC-CLIO.
Sun, W., 2016. Chinese-language Media in Australia: Developments, Challenges and
Opportunities.
Online
Advertising Codes and Regulations, 2017 [Online] Available
through:<http://www.communicationscouncil.org.au/public/content/viewcategory.aspx?
id=306> [Accessed on 13th September 2017].
8