AMB319 Media Planning – Semester 1, 2016 Personalised Plates Queensland Media Strategy Report Blueprint Niamh Burke n8831963 Patrice Byatt n9147349 Katelyn Macaione n9101748 Nicola Ward n9054511
AMB319 Media Planning – Semester 1, 2016
Personalised Plates Queensland Media Strategy Report
Blueprint
Niamh Burke n8831963
Patrice Byatt n9147349
Katelyn Macaione n9101748
Nicola Ward n9054511
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Table of Contents
Introduction and insights .......................................................................................................... 2
Market & Product Analysis Summary ................................................................................................. 2
Target audience analysis ..................................................................................................................... 2
Key insight ........................................................................................................................................... 2
Media imperatives .............................................................................................................................. 2
Media objectives and media strategy ....................................................................................... 3
Media objective .................................................................................................................................. 3
Media strategy .................................................................................................................................... 3
Evaluation plan.................................................................................................................................... 3
Communication objectives ............................................................................................................. 3
Media objectives ............................................................................................................................. 3
Measurement Metrics .................................................................................................................... 3
Media channel options ............................................................................................................. 5
Online advertising ............................................................................................................................... 5
Radio advertising ................................................................................................................................ 5
Television advertising ......................................................................................................................... 5
Outdoor and out-of-home advertising ............................................................................................... 5
Media budget and media schematic ........................................................................................ 7
Media budget ...................................................................................................................................... 7
Media schematic ................................................................................................................................. 8
Appendix ................................................................................................................................... 9
Appendix 1: Highest v% Watched Shows by Cardashians (Roy Morgan, 2015) ................................. 9
Appendix 2: Month in a life (Nielsen, 2016) ..................................................................................... 10
Appendix 3: Media budget workings ................................................................................................ 11
References .............................................................................................................................. 14
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Introduction and insights
Market & Product Analysis Summary A personalised plate is starkly contrasted to a standardised number plate, it is a physical
expression of an individual's personality. Personalised Plates Queensland (PPQ) is an
established brand in Queensland, the sole provider for personalised plates and therefore
has a monopoly over the market. PPQ’s products satisfy a consumer's need to show off their
personality and individuality, as it can be tailored to each consumer's taste. Furthermore,
the prices PPQ offer differ from $165 - $5000, making them a luxury product (Schembri,
Merrilees, & Kristiansen, 2010; PPQ, 2016). This high priced luxury good has the possibility
to deter consumers, however this problem is overcome by PPQ offering a lay-by option on
all purchases. Using evolving e-commerce technology has proven to be highly effective in
enhancing a customer's purchase experience (Doherty, & Ellis-Chadwick, 2006).
Target audience analysis For this target audience, there is a high importance placed on uniqueness, entertainment, and
the social status aspects of products (Truong, Simmons, McColl, & Kitchen, 2008).
Motivations go beyond income, but focus more on what motivates purchase behaviour and
when the consumer seeks out the status product (Mason, 1992; Rucker & Galinsky, 2008).
To know when a consumer most desires the product, will enable where and when is best to
advertise to them.
The Glam Range is targeted at Cardashians, young women who want to stand out from the
crowd and express their personality. Style and looking fashionable is one of the most
important psychographic components in this demographics life. The Cardashians are more
likely to believe that, “you can tell a type of person by the type of car they drive”. This
perception can be linked to Belk’s Theory of Extended Self, whereby a consumer's value is
indicative of their possessions (Belk, 1988).
Key insight A Cardashian wants to project their ideal self, using both personal belongings and social
cues to assist in personifying their personality.
Media imperatives Radio plays a large part in a Cardashians media consumption. Research into what stations
they are listening to and when they are listening has potential to advise when advertising
could reach them, as the product offering is for a car accessory, there is a connection of
relevance to this media (Roy Morgan, 2016). Again with this relevance, outdoor media such
as billboards and street advertisements can be utilised. This outdoor and print media was
profitable in PPQ campaign in 2000, for every $1 spent they had a $3.77 return (AdNews,
2000). With developments and popularity in social media, people are seeking ways of
publicising their personal brand as a way to express themselves. With the target audience’s
high daily usage of the internet and social media, PPQ should utilise this medium as a way to
advertise to the target audience.
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Media objectives and media strategy
Media objective Our Media Objective is to create a high reach, low frequency campaign targeting the
consumer group of Cardashians across a one month pulsing schedule.
A high reach low frequency strategy is the most effective as PPQ are an established brand
and the only brand of its kind in Queensland. There is also high brand loyalty around existing
consumers and knowledge about the brand benefits, however as the target audience are
most likely new consumers they have limited knowledge. A Cardashian has strong feelings
about their likes and dislikes so if they were to see an advertisement for ‘Glam Plates’ they
know instantly whether the product is right for them. Because of this attitude a high
frequency campaign would annoy a Cardashian (Roy Morgan, 2016). By utilising the pulsing
method for media scheduling, the target audience is not going to be bombarded by a
constant stream of advertisements.
Media strategy To catch Cardashians in a moment of self-consciousness, when the cognitive dissonance of
who they currently are and who they want to be is high.
By nature, Cardashians are aspirational people, who take pride in their appearance and the
things they buy to reflect their intrinsic and extrinsic desires. 100% of Cardashians believe
they wear clothes to get them noticed and over 90% try and look stylish. Therefore,
Cardashians have been targeted at a moment where they have doubt in their appearance
and style, positioning PPQ plates a desirable ‘pick-me up’ product.
Evaluation plan
Communication objectives
To measure awareness and hype around the plates, online tracking and PL8M8 leads will be
used to evaluate the effectiveness of the campaign. To understand target audience
perception primary research in the form of an online survey will be conducted to better
understand how Cardashians perceived the plates.
Media objectives
The media objectives place emphasis on reach to effectively maximize the budget. To
monitor media placement, representatives will visit out of home locations to document
physical placement and online placement will be monitored with web analytics tools. The
planned media will be placed in contextual environments based on extensive Roy Morgan
research to target Cardashians at the best moment to start their path to purchase and
production will address a call to arms to drive Cardashians to enquire and purchase plates.
Measurement Metrics
To monitor the overall success of the campaign plate sales in the first month post launch
will be observed, the in place metric for success is 600 plate sales in July. In terms of
measuring brand awareness, PPQ’s Facebook fan-base will be built, with a goal of growth
from 55,000 to 59,000. Additionally, the target of 20,000 unique landing page views will be
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monitored using web analytics tools. To monitor the individual success of online media
techniques separate links with media tracking will be used to evaluate the most effective
strategies employed. Furthermore, different media will employ promotional codes to
further monitor where consumers learnt about the product.
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Media channel options
Online advertising The Internet plays a huge role in the daily life of a ‘Cardashian’, with them being known to
use it continuously throughout the day. With research showing that they check their social
media in the morning, before they even get out of bed (emarketer.com, 2016). It’s not just
social media ‘Cardashians’ are viewing, with 22.4% checking their Linkedin profiles and
51.6% checking emails often (Roy Morgan, 2015). It is very customary for the target
audience to multitask when they are using their phones and social media. While watching
television, they could also be scrolling through Facebook and replying to phone messages.
Due to this multitasking behaviour they can easily become distracted by other media.
Nonetheless, if executed correctly, target advertisements utilising consumers search history
can help enumerate the perfect time and place to advertise to them.
Radio advertising Cardashians are frequent radio listeners with over 90% of the group tuning in to a radio
station on a weekly basis and 87% listening to the radio in their car (Roy Morgan, 2015).
With a considerably lower budget compared to other media channels, radio pushes word of
mouth advertising, reaches listeners first thing in the morning and is a portable medium
that can be listened to in a number of locations. Radio can be costly to reach a large
audience however the PPQ advertisement will be solely focused on reaching Queensland
consumers. Research shows that breakfast time is when the largest percentage of
Cardashians consume this media channel (Roy Morgan, 2016). Therefore, by buying a
breakfast spot on either Nova 106.9 or Hit 105- Cardashians preferred stations, this will
deliver a high reach of the target market and a considerably low budget compared to other
media channels.
Television advertising The payoff of television advertisement is quite considerable. It would be easy to fulfil the
media objective as television builds a high reach quickly. The biggest barrier with television
advertising is the diverse television watching habits of Cardashians (Appendix 1). Whilst
people 19-49 still use the traditional TV set as their primary device for consuming content
the dispersed audiences totals a large amount of media wastage (Appendix 2). Furthermore,
programs that would reach a high percentage of the Cardashians such as Big Bang Theory,
Modern Family and the Bachelorette have a high media cost, constituting much of the
campaign budget. In terms of production one large hurdle is the need for a long lead time,
with the campaign soon to launch the time available doesn’t allow for production or
booking time.
Outdoor and out-of-home advertising Cardashian women are working and living in a city, with over 80% of them seeing outdoor
advertising weekly. Approximately half are also using public transport, aligning with the
younger demographics choice to commute (Carey, 2016). Outdoor advertising is an effective
medium to reach a Cardashian on their way to work, however there is high production cost
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and potential media wastage of billboards. Alternatively, transit advertising allows for a
large reach while commuters are highly receptive to advertising messages.
Retail out-of-home mediums have potential to resonate during moments of self-
consciousness. As a Cardashian is very aware of how she presents herself, it could be argued
that she is even more aware during social situations. In these situations often she looks to
her peers for social cues and guidance. Using social situations as a trigger to place
advertisements, PPQ can tap into the moment when a Cardashian wants to reduce
dissonance between how she sees herself and her peers. This makes retail advertising the
perfect space to reach a Cardashian at her moment of self-consciousness.
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Media budget and media schematic
Media budget For PPQ there is a media budget of $200,000 over a one month campaign from 1 July 2016
to 31 July 2016, this campaign will be implemented to achieve a high reach low frequency
timing with a pulsing schedule. Due to the limited budget, television advertising (see 3.
Media Channel Options) will not be used. If the budget were to be increased and there was
more time before launching television advertising could be included as a channel, along with
the incorporation of bus shelter panels. The budget and schedule are optimised to allow
PPQ to have a positive presence within the market to achieve mass awareness and reach,
ideally translating to the end goal.
The three mediums used to implement the campaign are digital, radio and outdoor
advertising, the breakdown of budget expenditure uses a task and objective style of
allocation. There is $4,560 of leftover budget, if the whole $200,000 were to be used it is
recommended that the additional budget be put into digital search investment. See
appendix 3 for detailed workings of budget, all pricing was taken from the QUT Media
Planning Rate Card Online (2016).
Media Channel Investment % of total budget allocation
Digital 90 000 46%
Search 5 000
Social 10 000
Native Article Package 75 000
Radio 76 440 39%
Nova 106.9 18 480
97.3 FM 23 520
Hit 105 16 800
Triple M 17 640
Outdoor 29 000 15%
Megaside Bus 9 000
Westfield Digital Screen 20 000
Digital has the highest percentage of expenditure as it’s the medium Cardashians are using
most frequently. Their social media and search presence is extremely high and through the
research it was found they are more likely (ix = 181) than the general population to be
reading online news at news.com.au (Roy Morgan, 2016). Digital is the medium that’s
featured throughout the entire campaign due to its high presence in the Cardashians
lifestyle.
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Radio is not featured much in the Cardashians weekend, therefore costing considered this
and has not accounted for weekend listings. Weekday listening however is impactful due to
them listening to radio in the morning and during drive times (Roy Morgan, 2016).
Relevance should also be taken into account as PPQ has a car related product and
Cardashians are most likely listening to radio in the car. However the was minimal
discrepancy between Cardashians favourite radio stations and since this campaign is to
create a high reach, using multiple channels allows for this.
Cardashians are city dwellers and shoppers, making outdoor advertising ideal for this target
demographic. Incorporating an out-of-home retail element to the budget allows
Cardashians to be reached when they are in social situations (Roy Morgan, 2016). The bus
side covers also account to reach those who weren’t’t reached due to commuting to work
via their own car (listening to the radio) rather than the public transport, this ensures the
high reach and low frequency of this campaign.
Media schematic A timeline of the five weeks that this campaign will run for is below, along with a graphical
representation of which advertising mediums are used during each week.
Week 1 Week 2 Week 3 Week 4 Week 5
Digital - Package
Digital - Search
Digital - Social
Radio - All stations
Outdoor - Megaside
Outdoor - Westfield
A pulsing schedule is most appropriate for this one month campaign, it allows for
differentiated approaches to the advertising of PPQ Plates. As the first day of July falls on a
Friday, week one has minimal expenditure simply some digital social advertising and the
first week of the megaside bus wraps. This is so the potential generated buzz during the
social time is complemented by the outdoor signage to have large strong presence in the
actual city at that time. Week two begins the start of the native digital package which is
complemented by the digital search advertising having the ability to link to it (the native
article), radio also begins its weekday playing. This is the start of the shopping center
advertisements, coinciding with the start of financial year spending. Week three is the same
as its predecessor except that the search and social platforms have switched, this allows for
a constant digital presence without over spending on the budget. In week four the digital
advertising is swapped once more and the bus wraps are brought back to increase the recall
of the brand. Finally, week five finishes the campaign with a strong social presence to
increase talk ability regarding the new financial year and people’s likelihood to spend when
prompted correctly.
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Appendix
Appendix 1: Highest v% Watched Shows by Cardashians (Roy Morgan, 2015)
TOTAL Cardashians
(unweighted) 50279 251
(POPN '000) 19496 467
NETWORK 7, 9, 10, SBS ESPECIALLY CHOOSE TO WATCH
wc v% ix wc v% ix
9: Big Bang Theory 3689 18.90% 100 119 25.50% 135
X: Modern Family 1913 9.80% 100 100 21.50% 219
X: The Bachelorette (from Sep15) 653 3.40% 100 84 17.90% 534
7: My Kitchen Rules 2399 12.30% 100 81 17.20% 140
7: Criminal Minds 2269 11.60% 100 70 15.10% 130
X: Sex and the City 659 3.40% 100 70 14.90% 441
7: Downton Abbey 2227 11.40% 100 67 14.40% 126
S: Eurovision (from May15) 865 4.40% 100 66 14.10% 319
9: Love Child (from Feb14) 1545 7.90% 100 64 13.60% 172
X: The Project 1332 6.80% 100 61 13.10% 192
9: The Block 1914 9.80% 100 58 12.40% 126
9: Friends 1147 5.90% 100 58 12.40% 211
X: MasterChef Australia 1887 9.70% 100 57 12.20% 126
S: Plantagenets (from Sep15) 578 3.00% 100 56 12.00% 405
7: Seven News (Weeknights) 3611 18.50% 100 55 11.70% 63
7: Grey's Anatomy 870 4.50% 100 54 11.50% 257
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9: Farmer Wants a Wife 766 3.90% 100 53 11.40% 290
X: Law & Order: SVU 1719 8.80% 100 52 11.20% 127
9: Nine News (Weeknights) 3271 16.80% 100 51 11.00% 66
Appendix 2: Month in a life (Nielsen, 2016) http://www.thinktv.com.au/SiteMedia/W3SVC371/Uploads/Documents/Australian_Multi-
Screen_Report_Q1_2015.pdf
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Appendix 3: Media budget workings
Media Medium Market Planning Rate
Buying Metric
Estimated impressions
News.com.au Native Article (4 articles, Native Lift, Sectional Buyout)
Online Sectional buyout or state news
$75000 Package 60,000 page impressions article
Search Online N/A Minimum of $5000 - $10,000
Fluctuated CPM/CPC
N/A
Social Online N/A Minimum of $5000 - $10,000
Fluctuated CPM/CPC
N/A
Package is flat rate = $75,000 Search uses minimum rate = $5,000 Social uses maximum rate = $10,000 (most used by Cardashians, hence higher expenditure)
Media Medium Market Planning Rate Buying Metric
Planning Metric
Radio Nova 106.9 Brisbane $ 220.00
Per Spot Radio Surveys
Radio 97.3FM Brisbane $ 280.00
Per Spot Radio Surveys
Radio Hit105 Brisbane $ 200.00
Per Spot Radio Surveys
Radio Triple M Brisbane $ 210.00
Per Spot Radio Surveys
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Radio spots preferable in breakfast and drive, 2 spots in each section Only on weekdays (no weekends) total of 21 days Cost per spot x how many spots (total 4 spots per day) One day of advertising on all stations = $3,640 Total number of days advertising = 21 Total cost of advertising 4 times a day on 4 stations throughout all of July (excluding weekends) = 3640 x 21 = $76,440
Nova 106.9 220 x 4 = $880 97.3FM 280 x 4 = $1,120 Hit105 200 x 4 = $800 Triple M 210 x 4 = $840
Media Medium Market Planning Rate Buying Metric
Planning Metric
Out of Home
Megaside Brisbane $ 1,500.00
Per Panel / Weekly
Impact
Wanting a total of 3 buses around Brisbane with the megaside bus panels for a total of 2 weeks. Cost per bus panel x number of weeks Total of 2 weeks’ worth of bus externals for 1 bus 1500 x 2 = $3,000 Number of buses x cost of 2 weeks 3 x 3000 = $9,000 Total cost of 3 buses with megaside wraps for 2 weeks = $9,000
Media Medium Market Planning Rate Buying Metric
Planning Metric
Out of Home
Westfield Digital Screen
Brisbane $ 500.00
Per Site / Per Fortnight
Location / Impact
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Targeting all Westfield Shopping Centres in Queensland for maximum reach, total number of centres in Queensland = 5 For the entire period of the campaign = 2 fortnights Cost per screen x per fortnight = 500 x 2 = $1,000 per screen for entirety of campaign Using 4 screens/sites in 1 Centre = 1000 x 4 = $4,000 Using 4 screens in 5 Centres = 4000 x 5 = $20,000
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References
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Carey. A (2016). Australian commuters would rather sit in traffic than on a train, survey finds. The Age. Accessed May 13, 2016 at . http://www.theage.com.au/victoria/ australian-commuters-would-rather-sit-in-traffic-than-on-a-train-survey-finds- 20160413-go5lqw.html
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Mason, R. (1992), “Modelling The Demand for Status Goods,” Association for Consumer Research Proceedings, 88-95.
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Rucker, D.D. and A.D. Galinsky (2008),“Desire to Acquire: Powerlessness and Compensatory Consumption,” Journal of Consumer Research, 35 (August), 257-267.
Schembri, S., Merrilees, B., & Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & marketing, 27(6), 623-637.
Truong, Y., Simmons, G., McColl, R., & Kitchen, P.J. (2008),”Status and Conspicuousness–Are They Related? Strategic Marketing Implications for Luxury Brands,” Journal of Strategic Marketing, July, Vol. 16 No. 3, pp. 189-203.
QUT Media Planning Rate Card Online. (2016). AMB319: Media Planning. Retrieved from https://blackboard.qut.edu.au/webapps/blackboard/content/listContent. jsp?course_id=_123270_1&content_id=_6168496_1