Advertising Principles and Practice-Media Planning
Question requiring a short essay type answer so please allow yourself sufficient time to read through the question, conduct the research, write your response and upload the files before the link disappears.
Textbook: Moriarty, Mitchell, Wells, Crawford, Brennan & Spence-Stone, (2015) Advertising Principles and Practice, 3rd edition Pearson – chapters 11 & 12
Suggested word count is 500 words (+/- 10%) and you must include at least 3 relevant and appropriate references in the Swinburne Harvard Style.
Week 8: Introduction and learning objectives:
Over the last two weeks we explored the various types of media so that this week’s focus on Media Planning is where we apply this knowledge in recommending a media strategy for our clients. What do we need to consider when developing our media strategy and how do we find a balance between various media objectives – reach, frequency, impact – when our budget is limited? This is responsibility of media planners – to invest their clients money effectively and efficiently to achieve the advertising and media objectives.
After this module you will be able to:
- explain the concept of media aperture
- define the types of information needed by media planners to develop a media strategy
- describe typical media objectives and how the planning trade-off informs these
- list the key media strategy decisions
- explore how media are measured and how media objectives are expressed
- identify the responsibilities of media buyers.
Week 9: Introduction and learning objectives:
Have you ever wondered if you could make it in a creative role in advertising? In this week’s learning we look at the characteristics of creative people and the process they follow to arrive at the Big Idea that will capture the attention of their audience by delivering a compelling message. We look at creative strategies – appeals and how these are executed. This topic is relevant to the major assignment. We also explore what goes into writing a creative brief and how to evaluate creative advertising.
After this module you will be able to
- define creative advertising and explain how it is based on the Big Idea.
- describe the characteristics of creative people and the creative process d
- discuss creative strategies and execution approaches
- outline the main components of a creative brief
- recognise the research methodologies used for evaluating creative advertising
Question 2 – Week 8 & 9
The agency you work for has just picked up The Tattoo Removalists as a new client. The clinic specialises is laser removal of tattoos and other skin blemishes such as moles. TTR have 6 clinics around Melbourne for consultations and an online booking service. TTR have not done any advertising before and now want a campaign to promote their brand to interested consumers. As the media strategist you are responsible for making media recommendations for a 6 month campaign giving the reasons for your selection.
Advertising Principles and Practice-Media Planning
