Continued Media Plan Structure Assignment

Continued Media Plan Structure Assignment

Table of Contents

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Instructions

Continued Media Plan Structure Assignment

Continued, Media, Plan, Structure, Assignment

 

Please note that the items under each headings are guidelines only. You should consider any other key elements that you think need to be included under each heading.

Background

1. Brief background of your chosen Brand.
2. Identification of your chosen product/service.
3. List the mission statement of your Brand.
4. State your Brand position.
5. Briefly describe the external environment.

Media Objectives

1. What are the overall Brand objectives?
2. What are the chosen product/service objectives?
3. What outcomes do you expect achieve from your media strategy?

Target Audience

1. Who is your target audience? Clearly identify and briefly describe your target audience.
2. Fit of target audience with the Brand and product/service objectives.

Key Messages

1. What are your key messages?
2. Discuss your key messages and appeal strategy.

Creative Ad (include A4 Concept)

1. Develop and include an A4 Concept of your Ad.
2. You may wish to include a slogan, colouring, size of print ad, relevant hashtags and other relevant elements.
3. Describe logic and rationale for your Ad decisions.

Media Selection

1. What media is appropriate for your Brand, your target audience and to communicate your key messages?
2. Briefly describe your selected media.
3. Justify each media selection you have made.
4. Briefly outline how your media selection will meet your objectives and fit your target audience.

Costs, Scheduling, Budget

1. Describe the associated costs with your campaign.
2. Develop an appropriate schedule for your campaign.
3. Use a practical tool, such as, a GANTT chart.
4. Briefly discuss any considerations in relation to your campaign.
5. Include all elements you will need to include in your budget. There is no need to include the actual dollar values here

Evaluation and Effectiveness Measures

1. Discuss and justify how you will evaluate and measure the effectiveness of your suggested media campaign.

Contingencies

1. What will you do should the evaluation show that a specific strategy is not working?
2. What is your Plan B?

References

• Reference ALL works used – don’t forget information relating to the brand, any theory, industry, trade, company and news materials. Remember—referencing is GOOD.

Format:

1. Line spacing 1.5, font 11pt Arial, standard margins
2. Use headings to break up content effectively
3. The word count includes ALL content (except the cover page, table of content, appendices and reference list). Therefore, it is your task to prioritise which information is critical and which is not. Any content over the maximum word limit provided will not be assessed and penalties will apply.

 

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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