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Unit Code ADV302. Unit title Advertising media Planning and Purchasing
5909310299720Faculty of Information and Communication Technologies
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Unit Code: ADV302Unit title: Advertising media Planning and Purchasing
Assignment number and title: Media PlanDue date:
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Part One- Product
Liz Davenport
Liz Davenport is a fashion house that designs, manufactures and retails clothing in Australia. It is so far one of the most successful fashion designers in Australia. The designer recently celebrated its 38 years as a successful business entity. The fashion house received an award for being the best designer in 1980, and has since remained top for the many years it has been in outfits business. It is also the recent winner of Sydney Business Award owing to its prominent women’s wear.
Its stores are located in high-ranking shopping districts in the city such as NSW, QLD, VIC, & WA. The company researched, designed and manufactured all the designs in Australia. It is headquartered in Stirling Hwy, Nedlands, Western Australia.
Part Two- Target Audience Profile
The relaunch of Liz Davenport fashion house targets the Hollywood stars, judges, royalty, television presenters, politicians and music artists.
Demographics:
By 1979, Liz had sold its designs in more than 300 departmental stores and boutiques across Singapore, New Zealand, and Australia. Today, the global designer has 11 stores across Australia and intends to expand business to Hong Kong and New York.
Psychographics:
Liz designs and fashion attires are very trendy among the majority of Australian women. This is due to its uniqueness and the stylish designs. Australian women generally like fitting clothes that bring some sense of good body posture. This is what is going to guide the marketing strategy adopted. “The success of the Liz Davenport label is in how well the clothes fit and the difference they make to people’s lives” Says Katie, the daughter to Liz (2013).
Behavioural:
Australian women try their best keep in touch with the latest trends as well as clothing designs. In essence, they are constantly checking out for new ways of becoming better mothers and attractive to their male counterparts. They relentlessly look for information that may help improve their looks. Tipping them off with some information will go a long way to encourage them to source information.
Geographical:
Australian Women. Major focus on Sydney, Melbourne, Brisbane and Adelaide.
Media Consumption
A report by Nielsen Company (Nielsen.com) shows that most media consumption is through the internet, television, and outdoor media. The entire population of Australia consumes the content of these media. Moreover, it is imperative to note that a large percentage of women consume other forms of media such as radios, majority being 25-54 year old women. Magazines and newspapers too are other forms of media through which women get information about the latest fashion and design. In the three last media, there is an increased likelihood of heavy or medium consumers. This highlights a possible medium of exploration.
Nelsen’s Insight Report portrays the consumption chart below. It is evident from the chart that internet and TV are consumed the most during evening hours of the weekdays. Radios and TVs dominate the lunch hours while most people listen to radios in the morning.
This consumption is further supported by the weekend chart, which gives similar results.
With sufficient information on which kind of media appears best at what time, it is even much easier to select the most appropriate time through which a media enthusiast can utilize the medium that reaches the highest population of the target audience.
Part Three- Advertising Vehicles Used
Description of each
Electronic
ARN: Mix Radio Stations
The chart from Nelsen shows that many people like listening to radios during the morning shows. This presents an opportunity to capitalize on the morning hours to pass information about fashion and design to women. The information will arguably reach vast population because people take breakfast, or travel to work while listening to radios. The Australian radio network, for instance, delivers cheering, adult fun, and music that ogres well with consumers on emotional slate. Hence, it provides a better chance to sneak in information or advertisement about a product amid music and fun. Television should not be overlooked, as it is one of the mostly consumed media during afternoons to the late night. Women tune on TV channels when they arrive home after a long day at workplace to relax and refresh their minds. Perhaps, this is the best channels to pass information during evening hours (Chitty, 2011).
News Limited: News Paper Insert Magazines
Fashion and design magazines are distributed along with design-linked messages and pictures as well as arts feasible price. Many people have considered newspapers to be carrier of magazines for many years. Apparently, magazines are inserted inside newspapers hence act as a discount to newspaper buyers. Women are known to like fashion and these magazines end up in their hands as thousands of women readers of the newspapers readily access these pullout magazines. Men in Australia are avid readers of newspapers compared to women. Therefore, the magazines end up reaching women indirectly as men pass those magazines to their daughters and wives. With attractive cover pages and well-styled topics, such magazines on fashion and lifestyle earn many readerships.
Social Media
The social media is another platform that currently presents businesses with a lot of opportunity to establish and maintain customers. The youth, particularly between 18 and 25 years, are actively involved in the social networking sites. Most of them run multiple accounts on Twitter and FaceBook. The Liz Davenport pages on both Twitter and FaceBook facilitate the enforcement of brand awareness throughout the week. The pages will give information about new designs and attires to various users and increase awareness. Another importance of this media platform is that it is interactive. People can ask questions about clothing and receive responses instantly. Information about price, new designs, stores and much more can be posted here (Mandiberg, 2012).
OtherInternet: Liz Davenport website
Websites are also good launching platforms for products. Once consumers become aware of a company’s website perhaps through other forms of media, they will always look for it in the internet mainly to get more information about new products, product designs, clothing prices and much more. Therefore, website advertising is equally effective for Liz Davenport. Customers can also be given the chance to shop online and products delivered to them—after sale service (Zarrella, 2010).
Part Four: Cost analysis Breakdown
News Limited Australia; Newspaper Insert Magazines
One full-page insert
News Paper Insert Region Rotation Cost per 1 page insert circulation readership
Sunday Times Magazine Perth Weekly $20,275.67 267,279 593,000
Sunday Style Melbourne Sydney Weekly $38,173.00 1,185,582 2,518,000
Q Weekend Adelaide Weekly $17,682.21 237,798 650,000
The Adelaide Mag Adelaide Weekly $12,500.00 168,476 444,000
All national Weekly $88,630.88 1,869,135 4,205,000
Magazine inserts form a good medium to reach out to many women during the weekends and the breakfast hours in the morning. News Limited insert mags is another type of newspaper insert that commands widespread readership. It has 4,924,000 readerships. It is somewhat better than NPI. It is more cost effective than NPI with a CPM of $4.77.
Radio
Australian radio network Mix FM
Region Cost per advert scheduled Total cost Rating Ave. Freq. impressions
Mix 101.1 Melbourne 451 4 $21,360 49.2 4 1,378,362.6
Mix 106.5 Sydney 522 4 $31,320 44.3 9.5 1,610,925.2
Mix 97.3 Brisbane $574 4 $34,440 45.7 4 815850
Mix 102.3 Adelaide $370 4 $22,200 59.7 4 151,526
All nationally 1,917 24 $460,080 55.89 16 16,361,963
Nelsen 2013 commercial radio surveys show that Nova and Mix FM have the most outstanding ratings during the morning and afternoons. The two stations are definitely outstanding in contacting women in their 35-65 years.
The Mix was selected as the best as it would give a wider market of the Australian women.
GRP: 894.4 CPM: $28.1CPP: $514
Part Five: Media Plan
2013 media schedule (Liz davenport)
Print (New limited)
The printing days are 10th march and 14th April
Total medium cost is:
Q Weekend=$35,364.42
Sunday style=$76,346.00
Sunday Times magazine=$40,551.34
The Adelaide Mag=$25,000
Radio commercial radio sports (Mix FM)
Period is 3rd to 24th February and 38th April to 19th may.
The total medium cost will be:
Sydney= $83,520
Melbourne=$54,120
Brisbane=$ 91,840
Adelaide=$59,200s
Part Six: Rationale
The aforementioned platforms were chosen after a careful assessment and analysis of various media. Fashion and design for women is a sensitive area since most women need to keep in touch with the latest fashion and outfit designs. In essence, every woman has to keep breast with the latest designs and styles for different lifestyles.
The choice of radio was fitting because radios and even television channels command wide coverage. Moreover, the consumption pattern discussed above show that many people mostly consume radios content than TV during the morning hours. These are the best moments to show and tell people about new designs.
The print media is widely consumed in Australia with thousands of peoples reading newspapers daily. Inserting magazines on newspapers will greatly aid in reaching many women.
Appendix
News Limited Australia; Newspaper Insert Magazines
One Full Page Insert
News Paper Insert Region Rotation Cost per 1 page insert circulation readership
Sunday Times Magazine Perth Weekly $20,275.67 267,279 593,000
Sunday Style Melbourne Sydney Weekly $38,173.00 1,185,582 2,518,000
Q Weekend Adelaide Weekly $17,682.21 237,798 650,000
The Adelaide Mag Adelaide Weekly $12,500.00 168,476 444,000
All national Weekly $88,630.88 1,869,135 4,205,000
CPM:
Sunday Times
CPM = (Total cost/total impressions)* 1000
CPM = (38,173/2,518,000)*1000
CPM= $15.16
Q Weekend
CPM= (Total cost/total impressions)* 1000
CPM= (17,682.21/650,00)*1000
CPM=$27.20
Sunday Times
CPM= (Total cost/total impressions)* 1000
CPM= (20,275.67/593,000)*1000
CPM=$34.19
Sunday Times
CPM= (Total cost/total impressions)* 1000
CPM= (12,500/444,000)*1000
CPM=$28.15
All
CPM= (Total cost/total impressions)* 1000
CPM= (88,630.88/4,205,000)*1000
CPM=$21.10
Radio
Radio Adverts
Region Cost per advert scheduled Total cost rating Ave. Freq. impressions
Mix 101.1 Melbourne 451 4 $21,360 49.2 9.5 Mix 106.5 Sydney 522 4 $31,320 44.3 4 Mix 97.3 Brisbane $574 4 $34,440 45.7 4 Mix 102.3 Adelaide $370 4 $22,200 59.7 4 All Nationally 1,917 24 $460,080 55.89 16 16,361,963
GRP:
Sydney_GRP= Reach * Frequency
GRP= 44.4*4
GRP= 177.6
Melbourne_GRP= Reach * Frequency
GRP= 49.2*4
GRP=196.4
Brisbane_GRP= Reach * Frequency
GRP=45.7*4
GRP= 182.8
Adelaide_GRP= Reach * Frequency
GRP=59.7*60
GRP=238.9
National:
GRP= Reach * Frequency
GRP=55.9*16
CPP:
CPP= Total Cost/ Total Gross Rating
CPP= $ 460,080/894.4
CPP=$514
CPM:
CPM= (Total cost/ total Impressions)*1000
CPM= (460,080/16,361,963)*1000
CPM=$28.1
ReferencesARN – Australian Radio Network. 2013. ARN – Australian Radio Network. [ONLINE] Available at: HYPERLINK “http://www.arn.com.au/arnhub/2000-moments”http://www.arn.com.au/arnhub/2000-moments. [Accessed 10 May 2013].
Chitty, W. (2011). Integrated marketing communication. South Melbourne, Vic: Cengage Learning.
Clarke, H., hayleyclark@smvgroup.com (2013) Media Buying Project.
Gangitano, K., kate.gangitano@smvgroup.com (2013) Untitled. [email] Sent 3 May 2013.
Mandiberg, M. (2012). The social media reader. New York: New York University Press.
Nielsen (2013) Total Metropolitan Markets Survey 1, Nielsen: The Nielsen Company.
Nielsen. (2013). Australian Online Landscape Review. Available: http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-au-online-landscape-review-march-2013.pdf. Last accessed 29 Apr 2013.
oOh!media | Retail Marketing, Retail Media and Shopping Centre Advertising . 2013. oOh!media | Retail Marketing, Retail Media and Shopping Centre Advertising. [ONLINE] Available at: HYPERLINK “http://www.oohmedia.com.au/ooh-products_oohretail.aspx”http://www.oohmedia.com.au/ooh-products_oohretail.aspx. [Accessed 10 May 2013].
Ratings Survey 3 released::radioinfo. 2013. Ratings Survey 3 released :: radioinfo. [ONLINE] Available at: HYPERLINK “http://www.radioinfo.com.au/news/1092″http://www.radioinfo.com.au/news/1092. [Accessed 10 May 2013].
S06 National Survey.The Nielsen Company (2012) S06 National Survey. [report] Nielsen.
Women’s Network Australia Pty Ltd. (2013).Liz Davenport | Fashion Designer. Women’s Network Australia Pty Ltd
Zarrella, D. (2010). The social media marketing book. Beijing: O’Reilly.
