ADVT7512: Media Planning and Buying

Assessment 2A – AI-Enabled Media Plan

Detailed Instructions and Submission Guidelines

Type: Project (Group)

Weight: 30%

Due Date – Week 9. Thursday 1/05/2025 @1:00 pm

Learning Objectives Assessed: L01, L02, L03, L04, L05

This assessment is formative and will be due in week 9. Students will use feedback from teaching staff to revise their media plan and prepare their pitch to the client in week 11.

Word Count: 2,500 words (10% over/under allowable)

Submission: via Turnitin link on Blackboard

AI Statement: This assessment task evaluates students' abilities, skills and knowledge alongside their experiences of using generative Artificial Intelligence (AI) to develop their media plan. Students are advised that the judicious use of AI tools for brainstorming and generating ideas is expected. Students are encouraged to keep a log of their feelings and thoughts on the use of AI throughout this project. This log will inform students' AI Disclosure Statement. A detailed template will be provided on Blackboard to guide AI disclosure statement submission. Failure to submit this disclosure along with your media plan may constitute student misconduct.

Task Description:

1.   Your assessment task is to create a media plan for one of two client briefs presented in Week 4

seminar. [*Students who fail to address the assessment criteria and create a media plan for one of two client briefs presented will be graded “0” for their submission.]

2.   You will then undertake research into the product/brand and category, select an ideal target

audience, set specific media objectives for the campaign and a campaign budget. Based on your media planning strategies you will compile a media plan to advertise the product/brand, addressing the set criteria for this assessment.

3.   Your report will cover the following areas (and a more detailed structure follows):

Choose ONE of the following three clients:

Choice of Two Clients   Choose ONE of the following:

1.  Queensland Ballet- Queensland Ballet’s The Nutcracker 2025 (Briefing documents are in the assessment folder)

2.   Evie s Editing Services ABN: 702 442 74971 (GST Registered).  (Briefing documents are in the assessment folder)

You will be expected to respond to one of the above client briefs and prepare a media plan for the client as part of the brief.

The Media Plan should include:

1.   A description of the business, nature and the industry of the business, and the external environment in which it operates

2.   Description of the client s current brand positioning and key business goals (e.g., brand awareness, lead generation, sales increase).

3.   Conduct Market & Audience Research including detailed description of the primary and secondary target audiences based on geographic, demographics, psychographics, and behaviours and media consumption habits of the target audience.

4.   Develop the Media Strategy including selection of the most effective media channels and justification of optimal media mix based on reach, frequency, and engagement goals

5.   Plan Media Buying & Execution and justify decision making, allocate budget across platforms, set media schedule including campaign duration, flighting strategies, and ad placements.

6.   Creative & Messaging Considerations including Alignment creative content with media channels and audience preferences.

7.   Ethical Considerations and Compliance

8.   Measurement & Optimization

9.   Evaluate & Report Findings including ROI and recommendations for future campaigns

10. AI Disclosure Statement

Notes: Further details of the media plan including detailed instructions, and a comprehensive marking criteria/rubric for the media plan will be provided in class and on the Assessment folder on the course  Blackboard site. It is expected that a mix of well-justified media will be selected. Note that an over-

reliance on one medium - especially when unjustified will result in a significant loss of marks.

Detailed Instructions:

1.   The Nature of the Business

o  A description of the business, nature and industry of the business, and the product category within the industry in which it fits.

o  Determine the key political, economic, social, technological, legal and environment  forces and trends shaping the broader marketing environment in which the business operates.

o  Summarise key insights into a strength, weaknesses, opportunities and threats table.

2.   Conduct Market & Audience Research

o  Analyze competitor media strategies and industry benchmarks.

o  Determine primary and secondary target audiences based on geographic, demographics, psychographics, and behaviours.

o  Utilize audience segmentation tools and first-party/third-party data sources – categorize

segments into appropriate target market using personas – example templates of personas are provided under learning resources)

3.   Understand the Client’s Brand Positioning and Objectives

o  Identify the client’s current brand positioning relative to competitors, and the key business goals (e.g., brand awareness, lead generation, sales increase).

o  Identify media consumption habits of the target audience.

o  Define key performance indicators (KPIs) and metrics to measure success.

4.   Develop the Media Strategy

o  Select the most effective media channels (TV, digital, social, OOH, print, radio, etc.).

o  Determine the optimal media mix based on reach, frequency, and engagement goals.

o  Establish the role of paid, earned, shared, and owned media in the campaign.

5.   Plan Media Buying & Execution

o  Choose between direct buying, programmatic, and real-time bidding (RTB) methods.

o  Allocate budget across platforms, considering CPM, CPC, CPA, and other cost structures.

o  Set campaign duration, flighting strategies (continuous, pulsed, burst), and ad placements.

6.   Creative & Messaging Considerations

o  Align creative content with media channels and audience preferences.

o  Ensure messaging consistency across platforms while adapting to channel-specific formats.

o  Integrate A/B testing and personalization tactics for performance optimization.

7.   Ethical Considerations & Compliance

o  Does the campaign adhere to advertising regulations and industry standards (e.g., ASA, FCC, IAB guidelines)?

o  Are any ethical considerations regarding the exclusion or portrayal of individuals or groups or public responsibility messaging?

o  How does this campaign’s advertising appeal balance marketing objectives with responsible messaging?

o Were there any considerations for inclusivity and diversity in the ad’s execution?

o  How did the campaign address concerns related to potential desensitisation or overexposure to client messaging across various platforms?

8.   Measurement & Optimization

o  Define key success metrics (e.g., impressions, CTR, conversion rates, brand lift).

o  Utilize analytics tools (Google Analytics, Meta Business Suite, Nielsen, etc.) for tracking.

o  Adjust strategy based on performance data and optimize in real-time.

9.   Evaluate & Report Findings

o  Present campaign performance insights with actionable recommendations.

o  Assess ROI, cost efficiency, and audience engagement.

o  Suggest improvements for future campaigns based on learning outcomes.

Recommended Plan Structure:

Please note that the items under each headings are guidelinesonly. You should consider any other key  elements that you think need to be included under each heading. The recommended structure of your media plan should have considered the detailed instructions provided above and organized to include the following sections:

Background

o Brief background of your chosen Brand.

o Identification of your chosen product/service and product category

o List the mission statement of your Brand.

o State your Brand position and market share

o Briefly describe the external environment.

Media Objectives

o What are the overall Brand and do they align with the media objectives?

o What are the chosen product/service objectives?

o What outcomes do you expect achieve from your mediastrategy – specify outcomes using the SMART framework

Target Audience

o Who is your target audience? Clearly identify and briefly describe your target audience (include a consumer persona/profile).

o Fit of target audience with the Brand andproduct/service objectives.

Key Messages

o What are your key messages?

o Discuss your key messages and advertising appeal strategy.

Creative Ad (include A4 Concept)

o Develop and include an A4 Concept of your Ad.

o You may wish to include a slogan, colouring, size of printad, relevant hashtags and other relevant elements.

o Describe logic and rationale for your Ad decisions.

Media Selection and Ethical Considerations

o What media is appropriate foryour Brand, your target audienceand to communicate your key messages?

o Briefly describe your selected media.

o Justify each media selection you have made.

o Briefly outline how your media selection will meet yourobjectives and fit your target audience.

o Discuss any ethical considerations such as exclusion of or representation of certain groups and how the media mix navigates these consideration

Costs, Scheduling, Budget

Describe the associated costs with your campaign.

o Develop an appropriate schedule for your campaign.

o Use a practical tool, such as, a GANTT chart (example below and has been used in workshop exercises).

o Briefly discuss any considerations in relation to your campaign.

o Include all elements you will need to include in your budget.There is no need to include the actual dollar values here.

o The media plan should be for at least 12 months (and can start as directed by Client Brief).

o Budget implications should reflect the size and nature of the business.

Evaluation and Effectiveness Measures

o Discuss and justify how you will evaluate and measurethe effectiveness of your suggested media campaign.

Contingencies

o What will you do should the evaluation show that a specificstrategy is not working?

o What is your Plan B – how will your optimize your strategy?