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Marketing Communication Plan

Marketing Communications Plan

Task Description: 

You are also required to submit a media plan for the campaign relating to your pitch. The Brand selected could be from Banking, Airline, Hospitality or FMCG companies. 


Answer

Introduction 

Media planning accounts to various methods that are to be used in order to select an optimal media platform for a product. It is essential for creating a marketing campaign for the promotion of a product and achieves the objectives of the campaign. Various criterions are to be met in order to conduct a successful media planning for the promotional campaign. This paper is based on one such media planning for creating a campaign for the promotion of a UNILEVER product, Vaseline Intensive Care Body Lotion, which is a winter care product, thus accounting to media planning for the campaign of a seasonal product.  

Media objectives 

In order to achieve the aims of the media planning, there is a need of finding and establishing the objectives of the media planning. These objectives are based on the various aspects of media planning like the targeted customers or audience, the reach of the campaign and the area coverage of the campaign, which includes target market, geographic coverage. One of the key essential in media planning is setting the key message objective of the media planning. These objectives are important in order to fulfill the requirement of the media planning for the campaign of the product Vaseline Intensive Care Body Lotion. Some of the key objectives of the media planning are given below (Armstrong et al, 2015).

Target audience

As there is the use of media in the planning of the campaign for Vaseline Intensive Care Body Lotion, there is a need of targeting the audience for the campaign. The targeted audience for the campaign would be the various users of electronic mediums like the television, online websites and portals, radio, and many other applications that are available in different smart phones. The targeted audience that will be exposed to the campaign of the product will be mostly female buyers of various cosmetic products, the online buyers of cosmetics, the owners of grooming parlors and salons and the younger generation of the population. The campaign will also aim in targeting the older generation as Vaseline is a repudiated company whose products has been used by generations years after years.  

Reach 

Reach is an important factor or objective that is to be met in order to achieve success in the campaign of the product. The number of targeted households or person that is to be achieved for every hour should be a minimum of thirty persons or households per hour. With the targeted reach, the campaign will be able to gain its success on a wider level (Katz, 2016). 

Coverage

Coverage can be defined as covering the different aspects of campaign like the area in terms of geographic coverage, targeted market coverage and the audience coverage. As electronics media has been considered in order to conduct the campaign, so it is essential for the company to cover the different geographical areas of the targeted markets of the company for the product. 

Key message objective

The key message objective for the campaign would be to reach the targeted customers and the markets in order to increase the sales of the company and increase the demand for the product. The main objective of the media planning is to make sure that campaign reaches out to larger audience (Kelley et al, 2015). 

Justification for media selection 

The selected media for the media planning is the electronic media. This form of media is selected as electronic media is very much powerful in reaching the audiences and the targeted market of the company (Starinsky, 2016). Electronic media has wider range of areas that can be used in order to reach the selected markets and the targeted set of customers’ numbers for the chosen time. In today’s world, electronic media is in use in a large amount. Most of the audience is influenced by the various form advertisement that is done in the electronic media. As electronic media systems such as television, social media sites, online portals and radio are present in almost every household and the population of has as access to such media on a large scale. The most important reason for selecting electronic media as the medium of campaign is that the advertising of the product can be done on a larger scale reaching out to wider population. Social media sites and television are the most common platform in order to reach the targeted customers, which are the female audiences, as they tend to use these platforms in order to gather information regarding the upcoming products that is to be newly launched or the products that will be used on a seasonal basis. The basic concept behind using electronic media is that the wider platforms that are available are currently in use on a bigger scale (Banerjee, 2015). 

Advertisement theory 

As the selected media form is the electronic media, advertising is considered the most important part of such campaign. An effective advertising form is the one that uses appropriate models of advertising for promoting the products. In this media planning for the campaign of the product Vaseline Intensive Care Body Lotion, advertising will be playing the most effective method in promoting the products. This is possible with the use of an advertising model. One such model is the DAGMAR Model. In this model of advertising, the advertising goals are defined and the result of the advertisement is measured. This model specifies the five stages that the targeted customers pass through while they are given the information regarding the product that is to be promoted through campaigns. These five phases are based on the psychology and the decision-making pattern of the customers and influences both for the customers. The company can easily apply this theory in order to promote the product Vaseline Intensive Care Body Lotion. With the help of this advertising theory, the audiences can be easily persuaded to approach the product and will influence the customers to use the product (Wijaya, 2015). 

Media schedule 

Media schedule can be defined as the method of scheduling the advertisement of the product that is to be promoted. In order to conduct a proper media planning that will help in gaining fruitful result in the campaign of the product Vaseline Intensive Care Body Lotion. Various steps are present that are to be followed or maintained in order to conduct a proper media scheduling for the product. The use of proper media scheduling will allow the company to gather information regarding the progress of the campaign and will help the company to analyze the different flaws that might evolve during the conduction of the campaign. The media schedule for the product contains time decision, which will indicate the time to advertise, the duration of the advertisement that is to be shown and frequency of advertisement. Scheduling of the media is of two types macro scheduling and micro scheduling (Lazaratou et al, 2017). 

Schedule for the first year of launch 

Activities 
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Duration of   advertisement

60 seconds for   television advertisement, 2-2:30 minutes for social media advertisement,   15-20 seconds for radio advertisement
60 seconds for   television advertisement, 2-2:30 minutes for social media advertisement,   15-20 seconds for radio advertisement
60 seconds for   television advertisement, 2-2:30 minutes for social media advertisement,   15-20 seconds for radio advertisement
40 seconds for   television advertisement, 1:30-2 minutes for social media advertisement, 15   seconds for radio advertisement
30 seconds for   television advertisement, 8-30  seconds   for social media advertisement, 15 seconds for radio advertisement
30 seconds for television   advertisement, 8-30  seconds for social   media advertisement, 15 seconds for radio advertisement
Time of advertisement
Between commercial   breaks in televisions entertainment, between different pages in the social   media, between commercial in radio entertainments
Between commercial   breaks in televisions entertainment, between different pages in the social   media, between commercial in radio entertainments
Between commercial   breaks in televisions entertainment, between different pages in the social media,   between commercial in radio entertainments
Between commercial   breaks in televisions entertainment, between different pages in the social   media, between commercial in radio entertainments
Between commercial   breaks in televisions entertainment, between different pages in the social   media, between commercial in radio entertainments
Between commercial   breaks in televisions entertainment, between different pages in the social   media, between commercial in radio entertainments
Frequency of   advertisement 
3 for television, one   for social media, one for radio
3 for television, one   for social media, one for radio
3 for television, one   for social media, one for radio
3 for television, one   for social media, one for radio
2 for television, one   for social media, one for radio
1 for television, one   for social media, one for radio
Use of television   media












Use of social media   platform












Use of radio 













Media measurement 

Media measurement refers to the various measurements that are to be taken in order to achieve a successful completion for the campaign of the product Vaseline Intensive Care body Lotion. Media measurement refers to the identification of the different plans and procedures that will help the company in identifying the success rate of the campaign and the various measures that are to be taken in order to avoid any future issues that might evolve in the due course of the campaign.

Determining media success

In order to determine the success that is achieved by using the electronic media platform for the campaign of the product various measures are to be taken. One of the key criteria or measurement that is to be taken is the checking of the progress of the campaign that can be easily done by communicating with the various employees who are responsible for the conduction of the campaign. Getting a feedback of the campaign from the employees in order to identify the rate of progress of the campaign and the different effect the procedures of the campaign is imposed on the promotion of the product. This will allow the company to make and changes that might be important in order to make the campaign a success. Media success can also be obtained by determining the overall fulfillment of the criteria that is being served by the campaign. If the overall reach rate and the media schedule output of the campaign results to be positive then it will be analyzed that the campaign is a success by the use of electronic media as a platform for conducting the campaign (McCann and Barlow, 2015). 

Contingency planning

Contingency planning of the media planning involves the measures that are to be taken in order to avoid further failure of the campaign if it has been already conducted as such. It has been identified that the use of proper contingency planning will help in determining the success of the campaign. This is possible because the amount of failure that can be occurring during the conduction of the media planning will be less due to the use of appropriate methods of media planning. The media planning of the campaign must be conducted with the use of appropriate measures and methods that will be helping the company to promote the products in the appropriate manner (Leigh and Blakely, 2016). 

An indication of likely costs

For the conduction of the campaign, the media planning that is to be done requires certain expenditure on various items that are essential to be included into the media planning of the campaign. One of such factors and resources that are important to be included are human resources, media resources like the applications that will be used in order to make use of the electronic mediums. The expenditure on the materials that will be required to draw the campaigns like the employees to be appointed for handling the electronic media systems and many others. There has been as estimated amount calculated for the conduction of the entire media planning and the campaign that is to be conducted in order to achieve the successful promotion of the product. The amount stands for £5, 00,000. This cost has been estimated keeping various requirements in mind. The media planning that is to be conducted for the campaign will need a handful of market research that will help the company to identify the needs of the customers and the requirements that are to be including in the promotional strategy of the campaign so that the campaign turns out to be successful (Jit et al, 2014). 

Brand equity 

Brand equity can be defined as the term that describes the value of the brand whose product is to be promoted. Vaseline is a repudiated brand that is serving the customers for a longer time. The customers experience with the company has been successful in the due course of the running of the company. There are various ways of developing brand equity. The development of the brand equity is entirely based on the experience of the customers after they avail the product of the company. It has been seen that the company Vaseline has maintained its brand equity as the customers experience by the using the products of the company has been great. There are various values that is to be ensured in order to maintain the media planning of the product so that the campaign is a huge success. Some of the brand values are given as follows:

  • The companies can account to charge more for the products 
  • Line extensions can be achieved that will help the company to earn more money from the promotion of the product
  • The stock price of the company is also boosted

There are various ways of developing brand equity. The development of the brand equity is entirely based on the experience of the customers after they avail the product of the company. It has been seen that the company Vaseline has maintained its brand equity as the customers experience by the using the products of the company has been great (Aaker and Biel, 2013).


Conclusion

Thus, it can be concluded that the media planning for the campaigning of the product is essential in order to achieve success in the campaign if the product Vaseline Intensive Care Body Lotion. With proper use of techniques and strategies the planning of the campaign can be achieved, thus the campaign will be conducted in the appropriate manner. 

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