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Assessment 1 – lastest

Develop a media plan

1. Introduction

I’m going to define the EYWA company media requirements. And as well s identifying target
audience and consumer profile. Analysis the product market factor of the EYWA company.
Analysis the creative requirements of an advertising message and identifying media
merchandising requirements, confirm the media budget and legal and voluntary constraints
of the company of EYWA.

2. Characteristics of the target audience from the advertising brief.

Earth sprite products are 100% natural and effective reasonable and innovative.

The target audience consist of woman who are beauty conscious and who are looking for
natural products. They are aware of the adverse effects of chemical-based skin care
products. They are looking for natural product which are good value for money and will their
skin looking rediant and help tight aging.

3. Prepare a detailed consumer profile EYWA Company

Demographic information including:

Gender-Females

Age between 25-54

Marital status: single, married, devoice

Level of educational attained: females professional, Wives of professional

Income: Approximately $100,000

Geography profile: inner city and suburban areas

Psychographic information:

 Activity
 Interest
 Opinion
 Values
 Lifestyles
4. Analyses market factor to determine the reach and frequency required for each of the
advertising media suggested in the brief.
Media strategy: EYWA Company using media for advertising such as TV, radio ,woman’s
magazines and health magazines. EYWA Company also using some of social website for
examples Facebook and twitter could also highly effective. Point of sale display in a major
supermarket or chemist chain should also be considered.

a. Level of involvement: TV, radio, and magazines and social media are high level
involvement, Point of sale display in a major super market or chemist chain comes in
low level involvement.
b. Product usage and lifecycle: product usage is high and product life cycle comes in
four sections
c. Advertising message characteristics: it is reasonable price and 100% Australia
owned.
d. Product characteristics: The entire earth sprite product contains tamanu oil which
has a unique capacity to support the formation of new issue.
 EYWA is 100% Australian owned
 EYWA products price are very affordable rather than the competitor’s products.
e. Competitive situation: other similar products on the market in term of product
features and pricing. Create brand awareness for the Earth sprite products and
differentiate the brand from it’s many competitors.
f. Media environment: It is combination of electronic and hardcopy media
environment.
5. Creative requirement

EYWA using mainstream media including;

 Image
 Action
 Color
 Words
 Music and sounds

Color plays important part in advertising. Color perception controlled by brain, eyes and
influencing our emotions and actions and we can use many color such as black, blue, red,
white, yellow, green, pink etc.

Through the action add to the creative message by demonstrating how the product can be
used and features of the products. Image based on the impact you want to make on the
consumer. Music and sound is the key element in advertising like using the advertising slogan
as part of the sound experience for the consumer can also make a big impact through brand
association.

The cost of this promotion is $5.0 MB.

Advertising message and media implication: the catch slogan “Renew with the
nature”
 EYWA is 100% Australian owned
 EYWA products price are very affordable rather than the competitors products.
6. Outline the product or service merchandising
 Point of sale display space in a major super market or chemist chain should also be
considered.
 Merchandising refer to any activity that aims to sell products or service using point
of sale
 The product or service advertising be relevant to the specific communities
 The product and service have an association with a specific media vehicle
 A media merchandising strategy is to adopt a brand extension strategy.
7. Identify any relevant local, national or international legislation or standard that you
may need to consider.
 Ethical principles
 Consumer protection laws
 Copyright legislation
 Fair trading laws
 Privacy laws
 The trade practices act 1974