Q. Individually, you are required to develop a media plan. The plan must appropriately respond to the Advertising brief within the allocated budget and deliver on the stated overall objectives.

ADVERTISING BRIEF

Scenario: Introducing new Avocado Biscuit

John Hut had landed a new job as media planner for a fast moving consumer goods company. Jonathans first media planning project was for a product that was new to the market and had a number of different potential target audiences. The new product was Avocado Biscuit , a muesli product that could be considered half health food, half confectionary, due to its high sugar content. The client advertising brief stated that both parents and kids were the desired target audience, and that the product was to be positioned as a convenient health food for kids. Parents could simply pop a Avocado Biscuit into their kids lunchbox every day, and be comfortable with their kids having a full serve of fruit and fibre in every bar.

Jonathan knew that he had to do quite a bit of research to find out exactly who the target audiences were and also to work out the most effective media plan, because there were a number of similar products already in the marketplace. He also had to find creative ways of making the advertisements appealing to the target audiences that were different to the advertisements for similar products. There was also the need to be careful when planning the media, as there were some legal issues to consider. Jonathan had a lot of work to do for what seemed like such a simple product. It couldnt be too difficult, could it?

Advertising Brief for Avocado Biscuit

Client name: Laucala Confectionary Ltd.

Project name: Avocado Biscuit product launch.

Prepared by: John Hut, Media Planner, Laucala Confectionary Ltd.

Campaign objectives:

We want people to choose Avocado Biscuit as an alternative to directly competing products such as muesli bars and fruit bars. This initial advertising campaign is to create a level of awareness of Avocado Biscuit and to persuade people to buy the product.

Target audience:

The primary target audience for the campaign is parents who buy lunchbox fillers for their children. The secondary target audience for the campaign is children who will pester their parents to buy Avocado Biscuit for them.

Media strategies:

We will advertise in mainstream media such as free to air TV, radio, newspapers, online, and lifestyle and womens magazines. On TV, advertising will occur on Fiji One, and FBCTV in the 7.00 am to 10.00 am and 3.00 pm to 4.30 pm timeslots, in order to attract children and parents working from home. Radio advertising will focus on mainstream commercial radio stations such as GoldFM, FM96, Radio Fiji 2, and Sargam, to attract parents. Newspaper advertising will focus on womens pages in Fiji Sun and Fiji Times and Kaila lift out in the Fiji Times. Online promotion will be on Newswire. Magazine advertising will primarily focus on lifestyle and womens magazines such as MaiLife and Marama, as the majority of purchasers are expected to be women.

Campaign timeframe: The campaign timeframe is from Oct 1, 2019 until Dec 30, 2019.

Estimated cost: $150,000.

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