GRAP2413 Understanding Advertising Media TABLE OF CONTENT Contents Table of content I. Media objective 1. Communication objective 2.

. Media objective for TVC 3. Budget II. Geographic coverage 1. Sydney 2. Melbourne III. Media strategy 1. Media mix tools 1) Advertising 2) Interactive/ Internet marketing 3) Public relations 4) Sales promotion 5) Direct marketing 2. Mediums 1) Advertising TVC Magazines 2) Internet 3) PR 4) Sales promotion 3. Media vehicles 1) TVC 2) Magazines IV. V. Budget Scheduling

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Page 1 2 2 2 4 4 4 5 6 6 6 7 7 7 8 8 8 8 11 12 14 15 16 16 17 19 20 22

References list

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GRAP2413 Understanding Advertising Media I. Media objective: 1. Communication objective

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Sonys digital camera DSLR 850 (A850) was introduced in 2009 to go head-to-head with Canon's 5D Mark II and Nikon's D700 (Savvides, 2009). Therefore, Sony requires a campaign which is used to create brand awareness for the camera A850 on the target audiences who are any kinds of photographer, but mostly semi-professional photographer, aged from 18 to 50 years old. Time for launching campaign: a year starting since January 2010. The communication objectives of the campaign will follow the Communication Effects Pyramid (Belch/Belch, 2009):  Objective 1: create awareness among 60 percent of target audience. To achieve this objective, the campaign needs to use repetitive advertising in both traditional and new media such as TV, magazine, and internet. Moreover, the message is require being simple and unique.  Objective 2: create liking and preference among 20 to 40 percent of target audience. To achieve this objective, the campaign needs the other specific tools to get people interest in the product such as: o PR to inform more information of product to the target audience. o Sales promotion combines with PR to create the favorable attitudes on the target audience.  Objective 3: achieve conviction and create purchase among 5 to 10 percent of target audience. To achieve the last objective, the campaign needs to use the effective tools to draw people to the store. o Use direct marketing to reach more specific target audience. o Continue using sales promotion to keep attracting people.

2. Media objective for TVC Determine reach and frequency goals: Marketing factors

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 With a wide range of products across three main segments, consumer products, broadcast and professional, and information technology products, Sony has become a leading electronics company in Australia. From Sony Australia, http://www.sony.com.au/section/sonycompanies However, in the Australian market place for camera DSLR, there are lots of famous brands which are the competitors of Sony such as Canon, Nikon, Olympus and Panasonic (http://www.digitalcamerawarehouse.com.au). The target audience of Sony a850 camera is any kinds of photographers but mostly semiprofessional photographers, so in this market segment, Sonys A850 is set to go head-tohead with Canon's 5D Mark II and Nikon's D700 (Savvides, 2009).

Sony A850 Cnets Editor Rating Cnets User Rating Price Not yet Not yet AU$3,499.00

Canon 5D Mark II 8.7 9.2 AU$4,799.00

Nikon D700 8.5 9.0 AU$3,899.00

Figure 1 Price of cameras Source: Cnet.com.au, 2009 Moreover, because the camera DSLR is a high-tech product and is not cheap, the consumer will consider carefully before purchasing one. All marketing factors above determine a medium frequency level for this campaign. Message or creative factors The key message of this campaign is that with Sonys camera A850, and by your hands, catch all moments of your daily life. When people think about the camera DSLR, it often relates to the art pictures. However, Sony will change this thinking that people can also use camera DSLR for the normal pictures through this campaign. Sony has already built the companys own image to the Australian consumers, so this campaign is just to focus on the promotion for the A850 model.

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 As a result, from these factors above, the Sonys campaign does not need a high frequency level. In conclusion, to achieve the communication objective 1, Sony has to use TVC and the media objectives of this campaign will be:  Reach 60 percent of target audience with 4.0 frequency per month (4 weeks).  Reach 20 percent of target audience with 5+ frequency per month (4 weeks).  Reach 5-10 percent of target audience with 7.0 to 10.0 frequency per month (4 weeks).

3. Budgets 2006 Sony sold 326,240 digital cameras DSLR worldwide. From Imaging Resource website, http://www.imaging-resource.com 2010 Sony will sell 5,000 digital cameras DSLR A850 model in Australia. Cost per camera DSLR A850 Unit cost allocated to advertising Forecasted sales Advertising budget AU$3,499.00 AU$500 5,000 units 5,000 x AU$500 = AU$2,500,000

II.

Geographical coverage In this campaign, Sydney and Melbourne will become potential market for Sonys camera DSLR A850 in 2010. 1. Sydney  Population: 4.3974 million at June 2008, reached 63% of New South Wales population (6.98 million).  Age and sex distribution: most notably in the age groups 20-24 through to 40-44 years.

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 o People aged 20-44 years accounted for 38.4% of the total Sydney population. o 36.1% of the Sydney population were aged 45 years and over.  69% of population was in working age from 15-64 years old.

AGE AND SEX DISTRIBUTION (%), New South Wales 30 June 2008

Figure 2 Sydney age and sex chart Source: Australian Bureau of Statistics website, http://www.abs.gov.au 2.Melbourne  Population: 3.8763 million at June 2008, reached 73% of Victorias population (5.31 million).  Age and sex distribution: most people aged between 20 and 39 years. In particular, in the 25-29 year age group, males and females each made up 2.7% of the population of the remainder of the state, compared with 4.0% and 3.9% (respectively) of the Melbourne SD population.  69% of population was in working age from 15-64 years old.

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 AGE AND SEX DISTRIBUTION (%), Victoria 30 June 2008

Figure 3 Melbournes age and sex chart Source: Australian Bureau of Statistics website, http://www.abs.gov.au As a result, Sydney and Melbourne are chosen as the main market of the campaign because:  There are two most population cities in Australia.  The target audience of the campaign is photographer, age from 18 to 50 years old, and there are 69% of population is in working age, from 15 to 64 years old. p Two cities satisfy the markets for Sony.

III.

Media strategy 1. Promotional mix tools 1) Advertising  Advertising is the most cost-effective way to reach large audiences reaching 60% of target audience in communication objective 1.

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GRAP2413 Understanding Advertising Media

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 Advertising is a valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as to influence their perceptions creating awareness. According to Belch/ Belch (2009), p.18-20

2) Interactive/ Internet marketing  Interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time.  The new media allow users to perform a variety of functions such as receive and alter information and images, make inquires, respond to question, and make purchases.  Website is used to provide current and potential customers with information and to promote the companys products and services. p Used to reach mass audience in communication objective 1. According to Belch/ Belch (2009), p. 22-23

3) Public relations  Publicity also involves non-personal communication to a mass audience, but publicity is not directly paid for by the company like advertising.  The company/ organization attempts to get the media to cover or run a favorable story on product, service, cause, or event to affect awareness, knowledge, opinions and behavior create the liking and preference on target audience in communication objective 2. According to Belch/ Belch (2009), p. 24-25

4) Sales promotion  Consumer-oriented sales promotion is used to encourage consumers to make an immediate purchase and thus can stimulate short-term sales.  Trade-oriented sales promotion is used to encourage the trade to stock and promote a companys products.

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GRAP2413 Understanding Advertising Media

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p Used to create favorable attitudes on consumers in communication objective 2 and persuade them make a purchase in communication objective 3. According to Belch/ Belch (2009), p. 23-24

5) Direct marketing  Direct-response advertising, where by a product is promoted through an ad that encourages the consumer to purchase directly from the manufacture.  Direct-marketing plays a big role in the integrated marketing communications (IMC) programs of consumer-product companies and business-to-business marketers. p To achieve communication objective 3, get the interest of consumer on product and make them get a purchase. According to Belch/ Belch (2009), p. 20-21

Tools:  Direct mail (post mail). In term of using direct mail, the manufacturers can reach their right target consumer; moreover, by the way they are using direct mail, it makes the consumer have a good attitude about the companys brand name because they think they are receiving the cares from the manufacturers.  The purpose of using direct mail is to achieve the communication objective 3 that drawing the target audience to the store and make them become a purchaser.  This tool is also one of the most expensive tools of IMC tools because the company has to send direct mail to all people who are the target audience.  The goal of the campaign is to sell 50,000 cameras A850. From that statistic, the company could send 200,000 direct mails to the target audiences and the cost could be around 200,000 to 300,000 AUD.

2. Mediums 1) Advertising TVC Reasons for choosing TVC:

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GRAP2413 Understanding Advertising Media  Creativity and impact,

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o The interaction of sight and sound gives the advertiser more opportunities in sending advertising message to the audience. o An excellent medium for demonstrating a product or service.  Coverage and cost effectiveness, o TV advertising reaches large audiences. o With products and services which appeal to broad target audiences, TV let marketers reach mass markets, often very cost efficiently. According to Belch/ Belch (2009), p. 351-358

Media landscape, media consumption, inter-media comparison, message and creative factors: Latest Roy Morgan Research figures show that TV remains the most-used medium, with Australians spending on average 21.5 hours per week in front of their televisions. Radio remains the second most popular medium with people listening for an average of 14.2 hours per week, while the Internet comes third with an average of 10.7 hours per week.

Figure 4 Time spent with media in Australia 2008 From Roy Morgan (2009), http://www.roymorgan.com

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 Analysis of the Roy Morgan data by age does reveal nuances. Those under 35 are more likely to have spent the largest part of their media time with television, however engage secondly with the Internet. Over 35s are likely to turn to radio as their secondary media channel. The only Australians who are spending on average a greater amount of time with the Internet than television are 14 to 24 year old Heavy Internet users (8+ times per week) and those under 35 who watch no commercial TV. Total Time TV Internet Radio Newspapers Magazines (Hours pw) (Hours pw) (Hours pw) (Hours pw) (Hours pw) (Hours pw) All Australians 51.5 21.54 10.73 14.15 3.30 1.74 14-17 40.7 16.8 14.9 6.3 1.3 1.4 18-24 49.1 17.9 16.6 11.1 2.1 1.4 25-34 48.4 19.5 12.6 12.3 2.5 1.4 35-49 51.6 21.0 11.7 14.3 3.0 1.6 50-64 54.6 23.6 8.9 16.3 4.0 1.9 65 and Over 55.8 26.2 4.1 18.1 5.2 2.4 Heavy Internet Users 14-17 18-24 25-34 35-49 50-64 65 and Over Medium Internet Users Light Internet Users Non Internet Users

55.7 49.6 49.3 50.8 54.7 56.7 64.4

19.7 16.3 16.9 18.6 20.0 21.6 24.7

18.2 25.4 18.3 17.3 15.7 13.6 13.6

13.0 5.3 10.7 10.9 13.9 15.8 18.2

3.2 1.3 2.2 2.6 3.3 4.0 5.5

1.6 1.4 1.4 1.4 1.7 1.8 2.3

49.7 45.1 48.6

21.6 23.2 25.7

8.6 2.4 0.0

14.7 14.7 16.4

3.2 3.1 4.3

1.7 1.8 2.2

No Commercial TV 43.8 12.6 12.9 13.7 3.3 14-17 36.1 9.7 17.8 6.5 1.1 18-24 40.9 8.8 21.5 6.5 3.2 25-34 40.9 11.2 13.9 12.2 2.4 35-49 47.9 13.7 10.4 18.2 3.9 50-64 47.9 13.7 10.4 18.2 3.9 65 and Over 50.7 17.8 5.8 20.0 5.0 Figure 5 Time spent for media based on ages in Australia 2008

1.4 1.0 1.0 1.2 1.7 1.7 2.1

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 From Roy Morgan (2009), http://www.roymorgan.com

From the situation analysis, in Australian market of digital camera DSLR, Sonys A850 model has two main competitors which are Canon's 5D Mark II and Nikon's D700, so the message used in the campaign should not include the information/ specifications comparing. Thus the message is required to be simple and unique; moreover, the visual materials will be the most contribution for the distributing message. These things above explain why TVC has an important role to the campaign.

Magazines Reasons for choosing magazines:  Magazines have a number of characteristics that make them attractive as an advertising medium.  Selectivity, an ability to reach a specific target audience by magazines characteristics. Eg. FHM magazines target audiences are men aged 18-34. Source: ACP magazines website, http://www.acp.com.au  Reproduction quality, magazines are generally printed on high-quality paper stock and use printing processes that provide excellent reproduction in black and white or color comparing with newspaper.  Creative flexibility, for excellent reproduction capabilities, magazines offer advertisers a great deal of flexibility in terms of the type, size, and placement of the advertising material. Some magazines offer a variety of special options that can enhance the creative appeal of the ad and increase attention and readership. Examples include gatefolds, bleed page, inserts, and creative space buys. o Gatefolds enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra-large spread. o Bleed pages are those where the ad extends all the way to the end of the page, with no margin of white space around the ad.  Permanence, magazines offer long life span because they are generally read over several days and are often kept for reference.

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GRAP2413 Understanding Advertising Media

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 Consumer receptivity and engagement, magazines are generally purchased because the information they contain interest the reader, and ads provide additional information that may be of value in making a purchase decision. According to Belch/ Belch (2009), p. 393-400

Media landscape, media consumption, inter-media comparison, message and creative factors:  According to figure 4 and figure 5, magazines are the fourth medium which the Australian aged 14+ spent their most time on with 1.7 hours per day 3% of time spent for media.  And the number of magazines reader, with womens weekly magazines read by more than 7.6 million people on average and mens interest and lifestyle titles read by 2.2 million.  And total readership across all consumer titles reached 38.8 million in Australia. From Magazine Publishers of Australias (MPA) website, http://www.magazines.org.au  Moreover, because the message of the campaign required being simple and unique, the ads will need lots of visual materials to attract target audience.  Therefore, because one of the limitations of the magazine is limited reach and frequency (Belch/ Belch, 2009), Sony has to choose right magazines which are related to the product such as digital magazines or travel magazines.

2) Internet Reasons for choosing internet:  Target marketing, the ability to target very specific groups of individuals with a minimum of waste coverage.  Message tailoring, message can be designed to appeal to the specific needs and wants of the target audience.  Interactive capabilities, the Internet provides strong potential for increasing customer involvement and satisfaction and almost immediate feedback for buyers and sellers.

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GRAP2413 Understanding Advertising Media information source.

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 Information access, the greatest advantage of the Internet is its availability as an

 Sales potential, the incredible sales numbers is generated in both the business-tobusiness and the consumer segments. In fact, the number of persons who shop online and then purchase offline has continued to increase.  Creativity, the Internet gives the advertisers more opportunities in sending advertising message by designing the website with the interaction of sights and sounds.  Exposure, people can access the Internet anytime, anywhere.  Speed, the information is up-dated as quick as the advertisers want.  Complement to IMC, the Net both complements and is complemented by other IMC media. According to Belch/ Belch (2009), p. 500-501

Media landscape, media consumption, inter-media comparison, message and creative factors:  One-third of Australian consumers (33%) exposed to an online advertisement are able to recall that advertisement when asked, and 41 percent are able to link the correct brand to an un-branded advertisement.  The Nielsen benchmarking research revealed that intention to purchase or use products or services increased by 4.9 percentage points following exposure to an online advertising campaign, and brand sentiment increased by 5.3 points.  Awareness also saw a jump following exposure to an online advertising campaign top-of-mind awareness jumped 3.1 points while prompted awareness increased by 3.5 points. The likelihood of a consumer recommending a brand following exposure to an online advertising campaign increased by 4.4 percentage points. Source: Interactive Advertising Bureau Australias website, http://www.iabaustralia.com.au

Tools:  The companys office website and social network.

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GRAP2413 Understanding Advertising Media

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 Using the companys office website to spread the information of product to the target audience. Moreover, the companys website will allow the consumer to purchase product online.  Using social network to inform people the information of Sonys A850 model. Moreover, this is also the place for people to have a feedback about the product and from that the manufacturers could improve the products and also the campaign and the way they promote for their product.  Using internet, it does not take a lot of money.

3) Public relations (PR) Reasons for choosing PR:  Credibility, the public does not realize the organization either directly or indirectly paid for them they tend to have more credibility.  Cost, in both absolute and relative terms, the cost of public relations is very low, especially when the possible effects are considered.  Avoidance of clutter, as news items, PR messages are not subject to the clutter of ads.  Lead generation, information about technological innovations, medical

breakthroughs, and the like results almost immediately in a multitude of inquires. These inquires may give the firm some quality sales leads.  Ability to reach specific groups, if the firm does not have the financial capabilities to engage in promotional expenditures, the best way to communicate to market segments is through PR.  Image building, effective PR helps to develop a positive image for the organization. According to Belch/ Belch (2009), p. 571-572 Tools:  Press release, using media relations to have articles about the company products, Sonys A850 camera, which help the company inform people the information of product and make the people have a positive views/ favorable attitude about companys product.

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GRAP2413 Understanding Advertising Media the media relationships.

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 Using this tool, it does not take a lot of money because it is working based on

4) Sales promotion Consumer-oriented sales promotion Reasons for choosing consumer-oriented sales promotion:  Obtaining trial and repurchase, to encourage consumers to try a new product or service.  Increasing consumption of an established brand, sales promotion can generate some new interest in an established brand to help increase sales or defend market share against competitors.  Defending current customers, sales promotion programs are used to hold current customers and defend the companys market share by loading them with the product and taking them out of the market for certain time.  Targeting a specific market segment, many marketers are finding that sales promotion tools such as contest and sweepstakes, events, coupons, and sampling are very effective ways to reach specific geographic, demographic,

psychographic, and ethnic markets. According to Belch/ Belch (2009), p. 518-522 Tools:  Price-off deals, is to reduce the price of the brand and it is also called discount (Belch/ Belch, 2009). The reason for using this tool to encourage people to go to the store and make a purchase. Moreover, it also creates a favorable attitude to the consumers.  The sales promotion discount program will be applied for the last period of the campaign (end of year) because in this period, people has Christmas and this time is also called shopping season.  5,000 Sonys camera DSLR A850 will be used for discount program that when consumer buy one, they will get 100 AUD back.  Budget for sales promotion: 500,000 AUD.

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GRAP2413 Understanding Advertising Media 3. Media vehicles 1) TVCs

Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Description The vicar of dibley Christmas special 2 Nine news Saturday Seven news - Sun Border patrol-Sun The mentalist -RPT Seven news Sat Seven news First test Australia v Pakistan Spicks and specks: a very specky Christmas-EV Bones (r) Destroyed in seconds Shrek the halls RPT Today tonight Carols by candlelight Nine news Sunday Nine news Two and a half men -Mon Hitler's favourite royal-EV The middle Grumpy old men RPT Channel 7 9 7 7 9 7 7 9 ABC1 7 7 9 7 9 9 9 9 ABC1 9 ABC1 5 cities Total 000s 1,284 1,212 1,194 1,159 1,134 1,076 1,075 1,040 1,034 1,004 998 994 990 984 961 939 899 882 873 873 Sydney 000s 362 342 302 327 277 324 285 307 315 284 293 236 269 233 278 256 263 257 244 231

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Melbourne 000s 421 444 342 332 371 260 314 312 332 238 249 401 277 442 291 297 242 242 276 227

Brisbane 000s 238 205 293 235 242 232 199 190 201 220 197 167 194 127 204 183 217 178 169 196

Adelaide 000s 133 138 128 132 116 106 124 110 85 134 101 65 114 90 84 104 77 86 83 103

Perth 000s 130 83 129 133 127 154 154 121 101 129 159 125 136 92 103 98 100 119 102 116

Source: OzTAMs website, http://www.oztam.com.au There are eight programs of channel 7 and nine programs of channel 9 in the top 20 programs rating of OzTAMs report 2009. Moreover, Nine narrowly won the Melbourne ratings last week with 29.4 per cent of night-time viewers, ahead of Seven (28.7), Ten (22.2), the ABC (15.6) and SBS (4.1). Nationally, the shares were similar, except that Seven just beat Nine into top spot, 29.3 per cent of viewers to 28.1 (Warneke, 2005). And the chosen channel for the campaign will be:  Channel 9  Channel 7 Channel 9 and channel 7 are a television networks. The reason for choosing network advertising is that in the same time it can reach a large number of the viewers not only in the local area but also the whole viewers of the region. According to the TV Guided of channel 7 (2009), the ad will not broadcast on the primetime of channel 9 and channel 7 because it will take a lot of money for purchasing airtime. The chosen airtime will be from 6:00pm to 6:30pm. That means the ad will be broadcasted among the news programs of channel 7 and channel 9.

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 Because Nine News and Seven News are not in primetime, the price for purchasing airtime will be cheaper. Moreover, the programs are also in the top 20 programs rating of OzTAMs report. The third point is that the target audience of Sony A850 is all kinds of photographer, especially semi-professional photographer and most of them are male so the news program will be their chosen program. According to Advertising Ages website (2007), the average price for a TV program which is broadcasted daily on a television network like Nine News and Seven News will be approximately 200,000 AUD. Moreover, there are many ads on television, so to reduce the clutter of TVC the ad should be on air more than one time, based on the period of the campaign. At the beginning of the campaign (2 months), the TVC will be used most, thus it require the ad to be on air 4 times during the program. In the next period (from March to June), that time will be winter season in Australia, so the product will not be sold well and there is no need more TVC but having to keep it on air, so the ad will be appeared 1 time during the program. Next four months are also normal time, so the ad only needs to be on air 2 times. In the last period of the campaign (end of year and also shopping period), the campaign needs to pushing more TVC on TV and this requires 5 to 6 times the ad is on air. Budget Price AUD Channel 9 Channel 7 200,000 190,000 Jan-Feb 4 times 133,000 126,000 Mar to Jun 1 times 50,000 47,500 Jul-Oct 2 times 133,000 126,000 Nov-Dec 6 times 200,000 190,000 716,000 679,500 1,395,500 Total

2) Magazines The target customer of the campaign: any kinds of photographer, especially semiprofessional photographer aged from 18 to 50 years old and most of them are male. FMH Magazine In Australia, there are a lot of magazines which have the target audience who also fit those who are the target consumers of Sonys A850 model. However, there are only one

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 magazine which satisfies the request of the campaign and this one is FMH Magazine which is already compared with ACP Magazine.

FHM Magazine Content Circulation Mens Lifestyle 51,063 (ABC Jun 09) 193,000 (RMR Sep 09) 000s Readership Men Women Men 18-34 Age 14-17 Core Target 18-24 25-34 35-49 50+ Price Full page Outside back cover 000s 16 58 63 46 9 Magazine 8.5% 30.3% 32.9% 23.8% 4.4% 12x 8,460 15,651 165 28 Magazine 85.5% 14.5% Men

ACP Magazine Computers, IT Industry 34,111 (ABC Jun 09) 161,000 (RMR Sep 09) 000s 139 23 Magazine 85.8% 14.2%

Women Men 25-49 Age 14-17 28-24 25-34 35-49 50+

000s 15 16 32 61 38

Magazine 9.0% 9.7% 20.1% 37.5% 23.6% 12x

Full page Outside back cover

5,260 6,850

Source: ACP Magazines website, http://www.acp.com.au

After comparing, although FHM Magazine has higher Cost per thousand (CPM) than ACP Magazine, For using outside back cover,  FHM CPM  ACP CMP         (a year) (a year)

FHM Magazine has reached more target audience than ACP because the target audience of Sonys A850 model aged from 18 to 50.

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 Moreover, there will not be only using outside back cover because there are many ads in the magazine. To reduce the clutter, it should be more four full pages ad in the magazine. Budget:   for the whole year.

IV.

Budgets There is the 2.5 million AUD campaign to promote for Sonys camera DSLR A850 in 2010. The budget spent for each media mix tool has been counted above and here is an overview budget spending for media mix tools. Media mix tools TVC Magazine Sales Promotion Direct Marketing PR and Internet Cost Million AUD 1.4 0.05 0.5 0.3 the last budget Percentage 56% 0.02% 20% 12% 11.98%

Budget spending for the campaign

11.98%

12% Advertising Sales Promotion Direct Marketing 56.20% 20% PR and Internet

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GRAP2413 Understanding Advertising Media V. Scheduling

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TVC

Magazine

Sales Promotion

Direct Marketing

PR

Internet

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Rationales: TVC  At the beginning of the campaign (2 months), the TVC will be used most, thus it require the ad to be on air 4 times during the program.  In the next period (from March to June), that time will be winter season in Australia, so the product will not be sold well and there is no need more TVC but having to keep it on air, so the ad will be appeared 1 time during the program.  Next four months are also normal time, so the ad only needs to be on air 2 times.  In the last period of the campaign (end of year and also shopping period), the campaign needs to pushing more TVC on TV and this requires 5 to 6 times the ad is on air. Magazine

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GRAP2413 Understanding Advertising Media months) Sales Promotion

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 Purchasing the outside back cover and 4 full pages inside for a whole year (12

 The sales promotion discount program will be applied for the last period of the campaign (end of year) because in this period, people has Christmas and this time is also called shopping season. Direct Marketing  Sending direct mail/ p-mail will be done in four periods o Firs period - January and February o Second period July and August o Third period September and October o Last period November and December  This cannot be used for every months of year because it will be noise to the consumer and take a lot of money. Moreover, the period from March to June is the winter season in Australia. PR  Using media relations to have articles about the company products, Sonys A850 camera, which help the company inform people the information of product and make the people have a positive views/ favorable attitude about companys product.  And the suitable time for doing PR is the beginning time of the campaign (January and February) and the shopping season (November and December). Internet  Used to provide the specific information about the product for consumer and also is the place for consumer to purchase online.  This keeps internet being used for the whole time of year 24/7.

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GRAP2413 Understanding Advertising Media References list:

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APC fast facts, 2009. ACP Magazine website, viewed 3/1/2010 http://acp.com.au/apc.htm APC Profile, 2009. ACP Magazine website, viewed 3/1/2010 http://acp.com.au/media-kitdisplay.htm?magazines=288230376151711744&contacts=0&rates=&specs=0&profile=2882303 76151711744&digital=0&deadlines=0 APC Rates, 2009. ACP Magazine website, viewed 3/1/2010 http://acp.com.au/media-kitdisplay.htm?magazines=288230376151711744&contacts=0&rates=288230376151711744&spec s=0&profile=0&digital=0&deadlines=0 Australians still spend more time with TV than the Internet, 2009. Roy Morgan Press Release, Roy Morgan website, viewed 3/1/2010 http://www.roymorgan.com/news/pressreleases/2009/853/> Belch/ Belch, 2009. Advertising and Promotion: An Intergrated Marketing Communication Perspective, Mc Graw Hill, New York. FHM fast facts, 2009. ACP Magazine website, viewed 3/1/2010 http://acp.com.au/fhm.htm FHM Profile, 2009. ACP Magazine website, viewed 3/1/2010 http://acp.com.au/media-kitdisplay.htm?magazines=4294967296&contacts=0&rates=&specs=0&profile=4294967296&digit al=0&deadlines=0 FHM Rates, 2009. ACP Magazine website, viewed 3/1/2010 http://acp.com.au/media-kitdisplay.htm?magazines=4294967296&contacts=0&rates=4294967296&specs=0&profile=0&dig ital=0&deadlines=0 Magazines continue to hold sway with readers, 2009. Magazine Publishers of Australia website, viewed 3/1/2010 http://www.magazines.org.au/FullNews/09-1116/Magazines_continue_to_hold_sway_with_readers.aspx New South Wales, 2009. Australian Bureau of Statistics website, viewed 3/1/2010 http://www.abs.gov.au/ausstats/abs@.nsf/Products/3235.0~2008~Main+Features~New+South+ Wales?OpenDocument

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GRAP2413 Understanding Advertising Media Tran Thanh Quang s3230283 Online ads generate 33% recall: Nielsen, 2009. Interactive Advertising Bureau Australia website, viewed 3/1/2010 http://www.iabaustralia.com.au/index.php?/news/story/online_ads_generate_33_recall_nielsen Savvides A., 2009. Sony Alpha A850. CNET Australia website, viewed 3/1/2010 http://www.cnet.com.au/sony-alpha-a850-339298622.htm The AD Age 06-07 Network Price Chart, 2007. Advertising Age website, viewed 3/1/2010 http://adage.com/images/random/tvchart06.pdf Tomkins M. R., 2007. IDC reports on 2006 digicam market, Imaging Resource website, viewed 3/1/2001 http://www.imaging-resource.com/NEWS/1175724860.html Top 20 Programs Ranking Report (E), 2009. OzTAM website, viewed 3/1/2010 http://www.oztam.com.au/documents/2009/E_20091220.pdf TV Guide, 2009. Yahoo!7 TV website, viewed 3/1/2010 http://au.tv.yahoo.com/tvguide/index.html?hour=20&min=0&date=7&mon=1&year=2010&next=1262926800 Victoria, 2009. Australian Bureau of Statistics website, viewed 3/1/2010 http://www.abs.gov.au/ausstats/abs@.nsf/Products/3235.0~2008~Main+Features~Victoria?Open Document Warneke R. 2005. Ratings, The Age website, viewed 3/1/2010 http://www.theage.com.au/news/TV--Radio/Ratings/2005/03/02/1109546880953.html>

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