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Woolworths Media Plan Essay

Part A:
1. Analyse the media plan and determine factors affecting implementation of the campaign.

1.1 The goal or objective:
– To increase customer value through having an outlet for grievances and new idea. This objective is successful by the number of responses direct mail. – To increase awareness of the brand. This objective is also successful by TV ads, Newspaper ads surveys and magazine by the number of the responses coupon. – To acquire feedback from customer. This objective is successful by the number of reply direct mail. The company had the useful feedback and complain.

1.2 Target market for advertising campaign:
The target audience is 35-55 years and 55-70 years covered the main group target customer. But for better result of feedback. This should covered the teenage from 18-25 years and the young worker ages from 25-35 years as well. Because they are the new bright idea.

1.3 Budget Constraints:
For $500,000 of actual cost is very high. To achieve this objective should use less budget.

2. Ensure the strategy outlines implementation tasks and timeliness and includes a contingency plan for dealing with omissions and errors. This strategy outlines tasks and timeliness well manage because the dead line is by December 2012 is the perfect timing for the year end. And when we received the feedback. We could response by create activities or promotion according to the feedback. The contingency plan would be the low number of the reply direct mail feedback. If by the middle of October still unsatisfied for the feedback. We should lunch another substitute media plan.

3. Confirm the media plan and budget for implementation with client. Draft a contract. Ensure this meets with legal and ethical requirements and the requirements of the brief.

Woolworths Head Quarter

Confirmation of Advertising Fees

Dear Director of MX Newspaper,

This is the confirmation letter of your advertising quotation.

AD SIZE, TIME, DAY/s of Week
10 x 4 Ad, 2 times a week on Wed & Sat for 8 weeks
Packages Used
Wed Ad= $2,500
Sat Ad= $3500
Cost per Ad or Package
Wed Ad x 8 = $20,000
Sat Ad x 8 = $28,000

This advertising complied in terms of legal and ethical requirement by:
– AFA (Advertising Federation of Australia)
– ACMA (Australian Communications and Media Authority)
– ACCC (Australian Competition and Consumer Commission)

Please reply with your confirmation.

Best Regards,

Pheerathat Thongbunkuar
Director of Supermarket
Woolworths Head Quarter

4. Negotiate advertisement position and price with media chosen and in accordance with clients requirements. – Could the clients add 10% discount for the package?
– Could the clients double the time of advertise by the same price?

5. Negotiate and agree on contingency factors and solutions with media concerned.
– TV: make sure the ad run every day in the promise time.
– MX Newspaper: If there are any rail work or station close by ad period
– Magazine: make sure the printing error.
– Direct Mail: The staff delivering in the target area.
– Internet: The server should not down.

6. Apply the provisions of media guarantees and make adjustments to media schedule if necessary COPYRIGHT INFRINGEMENT CLAIMS

7. Evaluate plan and allow for future campaigns base on this campaign. Suggest future variations for planning phase for subsequent advertising. (Possible evaluation: Sales revenue, monitoring traffic, store traffic, point of sales survey, group interviews, Pre & Post surveys). The objective of this campaign is accomplished. For future campaign could be something interesting or something that customer could win the prize. For example random the royalty card to win the prize and encourage customer to apply for royalty card. The information about how and where on each customer used the card. This could show the lifestyle of customer. And the information could help to improved service and planning for another phase of campaign.

8. Execution of the advertising campaign so that it complies with the advertising schedule and budget and meets legal and ethical requirements is important. Does the brochure comply with legal and ethical requirements. e.g. legislation, policies and guidelines, cultural expectations and influence, ethical principals. The brochure is absolutely complied with the legal and ethical requirement by

– AFA (Advertising Federation of Australia)
– ACMA (Australian Communications and Media Authority)
– ACCC (Australian Competition and Consumer Commission)

Part B:
1. Use the above results of evaluation to measure the effectiveness in the campaign. Do any of these results show promise in the analysis and planning phase for subsequent advertising campaigns. TV: This result is very successful. This should be continuing in the subsequent advertising Internet: This result is normal. The internet advertising should improved by advertise in the social media as well. Newspaper: This result is average. This ad should be reduced or have a prize drew Direct mail: This result is average. And it is very high cost. This advertising should be reduced or have a prize draw. Magazine: This result is average. This advertising should be reduced or have a prize draw.

2. Use expenditure information (see media plan schedule) to improve the budget planning process. TV: This budget is the highest cost. This TV advertising should run on weekend as well. Newspaper: For this price should be advertise on Sunday paper as well. Magazine: For this price should negotiate for weekly advertising. Direct Mail: For this budget should distribute to coverage more area. Internet: For this budget should use free social media to absorb the price.

3. Use feedback on the advertisement (brochure) itself to provide ideas for future advertisements and to improve advertising copy. (Feedback ask a friend) The art work should be more interesting. The brochure should add discount or special offer to customer brought feedback back to the store. This feedback should combine with customer detail or royalty card for easy manage of customer relation management (CRM).

4. Use media performance (above) to determine whether alternative media approaches would yield better results. Discuss benefits. For Newspaper, Direct Mail or magazine should reduce. And put more effort on e-commerce such as facebook, instragram or twitter. This is for the new generation. And this is the new trend for this decade. Use mobile application for IOS, Andriod or Window phone to collect all information, discount, customer satisfaction and complain. Use sms alert and e-mail newsletter instead of direct mail.

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