Developing a Comprehensive Media Plan for Eywa's Earthsprite Product

This report presents a media plan developed for Eywa's new Earthsprite product. It begins with an introduction to media planning and its significance in promoting products. The report then compares various media vehicle alternatives, including TV and print media, evaluating their suitability based on factors such as cost, targeting, and speed. The analysis favors print media vehicles due to their cost-effectiveness and credibility. The report further outlines a media schedule incorporating social media platforms like Facebook, Twitter, and Google+, along with alternative schedules like continuous and pulsing advertising. A testing schedule is also proposed, involving pre and post-testing methods to gauge the effectiveness of the advertising campaigns. The conclusion emphasizes the importance of media planning in brand promotion and influencing consumer behavior.

DEVELOP A MEDIA PLAN: 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Comparison of various media vehicle alternatives......................................................................1
Evaluation of new media vehicles...............................................................................................2
Suitability of selected media vehicles..........................................................................................2
Media schedule............................................................................................................................3
Alternative media schedules........................................................................................................4
Testing Schedule..........................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Media planning is helpful technique that helps companies in promoting their products and
gaining attention of mass audience. Present study will develop media plan for Eywa for its new
Earthsprite product. It will compare various media vehicles alternatives. Furthermore, report will
evaluate these substitute media channels. In addition, study will create media and testing
schedule.
TASK
Comparison of various media vehicle alternatives
Eywa can market its new Earthsprite product through various media channels. Comparison
of these alternatives is give as below:
Criteria TV (broadcasting vehicles) Print vehicle
Meaning It can be defined as mass
media that delivers new and
information through electronic
energy (Davidson, 2013).
Print media is the advertising
platform that circulates
information through printed
publications
Live discussion Through broadcasting Eywa
can conduct live discussion
with its consumers and can
reveal their point of view for
attracting more people.
It is not possible for company
to involve views of other
consumers in print media
advertising technique.
Speed TV vehicle takes time to
broadcast particular
advertisement to product.
Through magazines,
newspaper company can share
message quickly with
consumers (Deutscher and
Gogia, Microsoft Corp, 2014).
Cost Cost of TV advertisement is
quite high (Zufryden, 2014).
Low
Targeting Broadcasting allows
companies to target mass
audience across the world.
Eywa can use attractive
Newspaper, magazines are not
that much able to target
consumers, it has medium
1

pictures, videos in order to
attract more people.
impact on target audience.
Evaluation of new media vehicles
As print media vehicles are more suitable for Evwa in order to promote its new Earthsprite
product. By applying this advertisement technique entity can raise frequency of viewing the
products. Consumers view magazines, newspapers at business or home. People look upon
information that is printed on newspaper multiple times. People spend time on social sites but
they do not pay much attention on advertisements on particular site whereas person who read
newspaper make their conscious decision after reading particular advertisement. Credibility of
print media is quite high as compare to social media. People believe on the articles those, which
are printed in any magazines (Tota and et.al., 2012). Thus, point of view of consumers towards
print media is trustworthy. High recall is another benefit of print media; most of the consumers
take action after reading particular ads. On other hand, print media is unable to target global
audience. Through newspapers and magazines, Eywa would not be able to gain attention of
global consumers.
TV advertisement is another most essential alternative method that can be use by Eywa to
promote its new Earthsprite product. It is beneficial in order to grab attention of mass audience.
Millions of people see advertisements on TV that helps firm in calling out their potential buyers
Cost of TV advertisement is quite high as compare to other platforms. Furthermore, TV ads
supports enterprises in making emotional connection with their buyers. TV ads are able to target
specific audience and influencing their buying decision as well. On other hand, cost of TV ads is
prohibitive, Evwya would have to make huge expenses for broadcasting news about its new
products thus, it would be budget-buster (Jenkins, Ford and Green, 2018).
Suitability of selected media vehicles
The target audience of Eywa is women. Ladies like to look beautiful thus; they pay extra
care on their skin. Thus, by targeting this audience entity will be able to meet its organisational
goal and will be able to generate more sales. In the recent time, many companies are offering
skin care products that contain huge chemicals that affect their skin badly. Thus, they always
prefer to get natural or herbal skin care items that do not cause any kind of harm to their skin. By
promoting product through social networking sites and online website advertisement Eywa
2

would be able to attract more people. This would be beneficial for the business in making
connection with mass audience (Tota and et.al., 2017).
Social networking sites are able to boost traffic and supports in making connection with
potential buyers. By this way entity would be able to identify needs of consumers and making
them positive towards brand. Women give instinct review if they like any product, through social
networking site Eywa would be able to influence decision of other buyers because if one person
gives positive review then other viewer will also get positive towards the items. Facebook,
Twitter helps in building healthy relationship with clients and raising their loyalty towards brand.
In order to promote beauty product companies are required to implement omnichannel strategy.
By using such networking site Eywa can make continuous changes in its advertisement and can
upload new images or videos in order to gain attention of mass audience (How to Create a Social
Media Plan That works, 2018).
Media schedule
Medias Time Jan Fab March April May June
Faceboo
k
Noon
at
3.00P
M
In this
duration,
photos of
new
product
will be
uploaded
Quotes
related
to skin
care
will be
given
so that
women
can pay
attentio
n on it.
Images of
transformatio
n after using
this beauty
product
among
consumers
will be
uploaded.
Blog posts New
announcement
s of discounts
and offers will
be done.
New
range of
products
will be
shown
on
Faceboo
k page.
Twitter Noon
at
3.00P
M
Interestin
g articles
related to
skin care
for
women
Quotes
will be
given
Beauty
Industry
news will be
circulated
Images
and videos
of other
consumers
those who
have used
Announcement
s of discounts
+ free skin
check up will
be done
You-
tube
videos
will be
shared,
Event
3

will be
post
this new
skin care
product
will be
uploaded.
dates
will be
posted.
Google+ Noon
at
3.00P
M
Photos of
Behind-
the-
scenes
will
uploaded.
Videos
sharing
Event
information
Blog post News of
industry
Sharing
of you-
tube
video,
Event
success
detail
Pinterest Noon
at
3.00P
M
Photos of
products
E-book,
white
papers
Video
sharing
Infographi
c details
Quotes and
tips
Blogs
posting,
Videos
will be
uploaded
.
Alternative media schedules
Alternative media schedules are the program or plans that assists company in determining
the time decision which includes when to advertise and the duration space decision that consists
of how much to advertise each time. Eywa can make use of alternative media schedules like:
Continuous advertising: It is that marketing tactics in which company is involved in
making the target audiences of the product realised about its needs specially during the time of
low sales and less profit margins (Tota and et.al., 2017). Eywa can involve in making women
aware about the use and unique features of Earth-sprite product. This strategy is mainly used for
promoting non seasonal goods such as soaps, tooth brush, skin care cream, tooth paste and many
more. This strategy is the most prominent and appropriate one as it influences the consumer
mind and decision making at the time of purchase. This model will assist Eywa in increasing
there sales and revenue.
4

Pulsing advertising: It is that alternative marketing schedule that integrates fighting and
continuous strategy. Eywa can make use of this tactic as it includes utilising a low advertising
level all year round and heavy advertising during peak selling period. This model can assist
company in gaining competitive advantage and also due to continuous advertising women will
get aware about the product. It helps in increasing the sale of the product which support company
in expanding there market share. Also, organisation can involved in exploring wide range of
market and attract new customers. This will support in making women aware about the skin care
good offered by Eywa.
Testing Schedule
Testing schedule can be set up by Eywa in order to know about the effectiveness of the
advertisement which has been done to promote the Earth-sprite product. It has been analysed that
for marketing the good company is making use of social media websites and online
advertisement. Firm can be include in doing pre and post testing. Pre testing can be done bwfore
launching of the good. This will help Eywa in determining women responses towards the Earth-
sprite (Tota and et.al., 2012). Various methods such as focus group interview and questionnaire
can be used in order to get feedback related to product or services offered by the firm. This can
assist company in receiving the drawbacks of the good before launching it and Eywa can solve
the issues related to skin care product on timely basis. Also, the data collected through this would
be reliable.
Post testing is often used by the industry after the launching of the goods or services.
Eywa can utilised in monitoring brand performance, checking the brand awareness of the product
among the targeted audience (Media Testing, 2013). It will ass-it company in tracking the
modification or changes required in the skin care product. Also, this can allow them in updating
the goods and attract more new consumers. Eywa through post testing can also know about the
women preferences, there taste, demand and need of product. It will help firm in making plan
according to it.
CONCLUSION
From the above study it can be concluded that media planning is helpful in promoting brand
and increasing brand awareness. By creating media schedule entity can give necessary
information to its target audience and can influence their buying decision significantly.
5

REFERENCES
Books and Journals
Davidson, D., 2013. Cross-media communications: An introduction to the art of creating
integrated media experiences. Etc press.
Deutscher, J. and Gogia, S., Microsoft Corp, 2014. System and process for creating an
interactive presentation employing multi-media components. U.S. Patent Application
10/183,830.
Jenkins, H., Ford, S. and Green, J., 2018. Spreadable media: Creating value and meaning in a
networked culture. NYU press.
Tota, M.J. and et.al., 2012. Process for creating media content based upon submissions received
on an electronic multi-media exchange. U.S. Patent 8,090,605.
Tota, M.J. and et.al., 2017. Process for creating media content based upon submissions received
on an electronic multi-media exchange. U.S. Patent 7,308,413.
Zufryden, F. S., 2014 Media scheduling: a stochastic dynamic model approach. Management
Science.19(12). pp.1395-1406.
Online
How to Create a Social Media Plan That works. 2018. [Online]. Available through <
https://www.postplanner.com/blog/how-to-create-a-social-media-plan/>
Media Testing. 2013. [ONLINE]. Available through:
http://www.marketingscan.com/performance-measurement/media-impact/media-testing/
6