Strategic media planning assignment

Assignment Description
Media Brief – Part 01
Group Assignment (3-4/Group)
Due: 2 Weeks / Check SLATE for Specific Dates
Value: 20%
Submission: Dropbox on SLATE – no hardcopy required.
File Name: LastName_LastName_LastName_MediaBrief01.pdf
Please convert the report to a PDF. This ensures that regardless of what software is used to view the report, the formatting
will be consistent with what you created. Include all other required elements (i.e. VIVIDATA reports) using Microsoft Excel –
do not convert these to PDFs.
Media Brief Overview
A Media Brief is a document that outlines the marketing problem and provides an overview of the
media plan requirements. This assignment will focus on brand and category research, and the analysis
of current users.
In the industry, some of the information you will be researching in this assignment would be
completed by the client, and other portions are completed by the Media Planner. Please note that this
document should NOT recommend any media.
Group Sign Up
This assignment is completed in teams of three or four. Group sign up will be online on SLATE –
available one hour after class is completed. Each product may be chosen by only one team, and it’s on
a first-come, first-serve basis. You will be in the same groups for the second assignment of this
semester.
Communications
Any communication between the instructor and students regarding your assignment MUST include all
group members.
If you are e-mailing the instructor a question, you must “CC” your group members so they are aware
the question has been asked and will be able to read the answer when your instructor responds. If your
group members are not copied on the question, your instructor may choose not to respond.
Any in-person meetings between the instructor and students must include the majority of group
members. The instructor will not meet with students individually. This is a group assignment, which
doesn’t mean the group divides up the assignment and then works on each part by themselves.
Advertising – Strategic Media Planning 2
Class Information
Students are required to complete this assignment based on the assignment description, mark sheet
and information provided in class that may not be included in this document.
File Loss
Each member of the group should have up to date copies of the assignment. Print out copies
occasionally so that if you lose all your files, you’ll only have to re-type and not re-think.
Group Members
A group member may be fired from the group – however, proper documentation must be presented. It
should be evident from status reports, meeting minutes, and meetings with the instructor that there is
a problem with a group member. All group members must meet with the instructor together before
anyone can be fired.
Advertising Program Information
Group/individual assignments are not to be shared with other students in your program. Collaboration
on joint projects is to be conducted with your group members only; sharing material from other
groups/individuals is considered cheating. This includes the sharing of digital files. If you require
clarification regarding any assignment, please ask your Professor.
Assignment Guidelines
You are expected to follow the guidelines and format for assignments outlined in this document.
Attention to detail is critical in the industry – the client (instructor) has asked you to follow some
simple rules – if you don’t follow these guidelines the client loses faith in your abilities (and you’ll lose a
lot of marks on your assignment).
Format
Follow the format outlined below. Make sure you take special note of the following points:
• Do not use personal pronouns in business reports (I, we, you, your, their, its). Phrase the
sentences to use the brand name, and refer to yourself as ‘the Agency.’
• Percentages (%) should have one decimal place (i.e. 45.7%), indices should be a whole number
(i.e. 124), and currency should have two decimal places (i.e. $34,546.34).
• There should be no “quotes” in the report – use your own words for everything.
• Do not copy and paste tables from online sources – you can use the information, but you need
to create table yourself.
• Company and brand names (including your competitors), publications, the name of shows,
titles, events, etc. should all be underlined.
• Numbers in tables should all be right-aligned.
• Please number your pages.
• You must use APA Style for your sourcing. If you are unsure how to use APA Style, please go to
Library Services for instructions.
• Do not use Wikipedia as a source anywhere in this assignment
Advertising – Strategic Media Planning 3
Student Information
Provide information on your group – this should not be on a separate page:
• Client Name
• Product/Brand
• Group Members (Full Names)
• Instructor’s Name
Category/Brand Research
Provide information on the product and the product category.
Category
This section includes research about the category as a whole. It includes both your brand and your
competitors. Topics can include (but are not limited to) the following:
• Category issues – consumer concerns about the product, low/high loyalty, trends, etc.
• Market size and forecasted growth/decline.
• Recent (past 5 years) innovations in the industry.
• Prospects for the category – what is expected to happen in the near future.
• Online – use of online by the category (sales, communication, etc.)
• Major industry news – competitor expansion, government regulations, etc.
Company/Brand
This section focuses on research about your company and brand. Topics can include (but are not
limited to) the following:
• Analysis of social media uses by the company/brand.
• Recent (past five years) advertising activity by the company/brand.
• Recent (past five years) launch of new products/line extensions.
• Recent (past five years) sponsorships or promotions.
• Community involvement.
Although not part of a traditional media brief, to show your understanding of concepts talked about in
class include implications for the media strategy for four different topics [in square brackets].
Example: Coca-Cola has sponsored the Rogers Cup tennis tournament since 2016. [Time ads during the
Rogers Cup to leverage the sponsorship. Include ads during the television broadcast of the Rogers Cup
to leverage the sponsorship.]
Although the above example includes two implications, it counts as one topic (Rogers Cup).
Not stating your sources in this section is a critical error – and will result in 0 for the section overall.
Make sure you list your sources using standard APA style which includes in-text citations.
Advertising – Strategic Media Planning 4
Current Users – Demographics
Using Clear Decisions and brand-specific data provided by your instructor determine who currently
uses the product/brand.
In this VIVIDATA run, the client is trying to find out information on the current users of the product.
You must include age, gender, household income, education and HH structure.
There should be two tables for each demographic information (age, HHI, gender, education, HH
structure). One table that looks at the category information (Clear Decisions) and another that looks at
brand-specific information (VIVIDATA Product Data provided by your instructor). There will be a total
of 10 tables in this section.
For the category and brand tables, you must have the following breakdowns:
Take a look at Chart A for an example of what your table should look like.
Age/HHI
Highlight the current users using the criteria discussed in class. Your vertical must add up to at least
51% and follow the guidelines discussed in class. Remember, the 51% rule is used to help you
understand the concepts discussed in class, and if it is not used in this assignment, you will lose marks.
It applies only to this class and only age and HHI. In the industry and future classes, identifying current
users and the target market also relies on logic and common sense.
Gender/Education/HH Structure
Highlight the current users using the criteria discussed in class. You do NOT use the 51% rule in this
section. Look at both the index and vertical %. You may highlight multiple segments. Use logic and
common sense when identifying current users.
Please note: The population data for both the brand and category tables should come from the Vert %
in the Totals Column of the Category run.
Age HHI Gender Education (Summary) HH Status – HH Structure
13/14-17 <$25M Male No Certificate of Diploma Couple with Children Living at Home
18-24 $25-$34.9M Female Secondary/High School Graduate Couple – No Children Living at Home
25-29 $35-$49.9M University/Other Non-University Cert. Adult with Children Living at Home
30-34 $50-$59.9M Bachelor’s Degree Adult Living Alone
35-39 $60-$74.9M Post Graduate+ Degree Adult Sharing Accommodation
40-44 $75-$99.9M Empty Nesters
45-49 $100-$124.9M Other
50-54 $125-$149.9M
55-59 $150-$199.9M
60-64 $200.0M+
65-69
70+
Advertising – Strategic Media Planning 5
Chart A
Soft Drinks – Medium/Heavy Past 7 Days
Age CDN
POP % Users % Index
13-17 7.0 3.2 58
18-24 10.6 13.0 121
25-29 6.2 6.6 101
30-34 9.8 13.3 136
35-39 7.0 7.6 106
40-44 7.8 9.2 113
45-49 8.0 9.3 116
50-54 8.2 8.6 106
55-59 8.4 8.0 94
60-64 7.7 7.1 88
65-69 8.8 6.5 73
70+ 10.2 7.6 72
Source: VIVIDATA 2018 2-Year Readership Study. Soft Drinks/Coca-Cola
Under each table, the client needs to highlight (in sentence format) the important/key elements of the
chart. Don’t re-state everything the table tells the reader (that’s what the table is for) but make sure
the agency is aware of key information. Use numbers from the table to identify key elements.
VIVIDATA (both category and brand-specific) is required. Also, you are required to use at least one
other source that can help provide information on the current users.
The source must not be based on what the company is advertising/promoting/sponsoring or the design
of the website.
At the end of this section, include a summary paragraph stating the current users. Base this
information on the brand-specific data.
If you add the User % numbers up –
they are more than the 51% minimum.
(Only applies to Age and HH Income)
Users % is the Vert%
The population data for both the brand and
category tables should come from the Vert %
in the Totals Column of the Category run.
You should have five tables for
category information and five
tables for brand information – two
each for Age, HHI, Gender
Education, HH Structure. If you
have less than 10 tables in total
you’ve done something wrong.
Advertising – Strategic Media Planning 6
Attachments/Other
Make sure to include your VIVIDATA runs with your report – the runs you created using Clear
Decisions. You should submit only one Microsoft Excel file – with multiple tabs for the various runs
you’ve completed.
Also, remember to source all your information. Not sourcing correctly could have severe
consequences. Please review APA Style through Library Services.
Please note that every group member is responsible for the content of any submitted work – so please
proofread each other’s work.
Marksheet
Please review the marksheet carefully as it is how the assignment will be graded. Some mistakes are
considered much more severe than others and will be graded accordingly. Despite only one mistake in
a section – if that mistake falls under the “0” column, you will receive 0/4 for that section.
Usually (but not always) severe mistakes are considered “severe” if they impact the instructor’s ability
to gauge your understanding of the material or you’ve not included critical components of the
assignment. There are no parts that should be skipped – there are no optional elements. Be aware of
what the impact may be before submitting an assignment and if you have any questions, please
contact your instructor.
For example, if you do not state any sources in the Category/Brand Research section using APA Style –
you will automatically receive 0 for the section regardless of what other work has been completed. If
you do not submit the necessary Vividata Runs – you will automatically receive 0 in the Target
Definition Section regardless of what other work has been completed.
Poor Fair Good Great
0 1 2 3 4
Category Research
(30%)
No sources stated. Missing 4+ elements requested
in the assignment. 7+ points or insights are not
relevant / missing / not logical. Section not
completed. No key points included. Not every
group member proof read the report. Copied
sections from other sources. Copied tables from
other sources.
Only 1-2 sources used. Missing 3 elements
requested in the assignment. 3-6 points or insights
are not relevant / missing / not logical. Limited
details provided on 3 elements. Only 1 or no
topics include implications for media strategy.
Recommends media that the agency should use.
Only 3 sources used. Missing 2 elements
requested in the assignment. 2 points or insights
are not relevant / missing /not logical. Limited
details provided on 2 elements. Only 2 topics
include implications for media strategy.
Only 4 sources used. Missing 1 element requested
in the assignment. 1 point or insight is not
relevant / missing / not logical. Limited details
provided on 1 element. Only 3 topics include
implications for media strategy. Did not use
Euromonitor as a source.
Minimum 5 sources used. Euromonitor one of the
sources used. Social media use analyzed. Key
points are logical. 4+ topics include implications
for media strategy.
Demographics
Age / Gender / HHI
(30%)
VIVIDATA not used. Missing tables for two of the
following – either brand or category information:
Age, Gender, HHI. VIVIDATA runs not submitted
or not submitted as an Excel spreadsheet. Section
not completed. Not every group member proof
read the report. Copied sections from other
sources. Copied tables from other sources. Missing
summaries for 2+ tables.
Missing tables for one of the following – either
brand or category information: Age, Gender, HHI.
Table(s) missing information. 3+ points or insights
in table summaries are not relevant / missing /
not logical. Missing summary for 1 table.
Segments other than the ones outlined in the
assignment used and 1 VIVIDATA not run
correctly.
Current users are not highlighted in 2+ tables.
Segments other than the ones outlined in
assignment used. Numbers input incorrectly. 2
points or insights in table summaries are not
relevant / missing / not logical. Current users is
not logical / not based on class discussion. 1
VIVIDATA Run not completed correctly. 2 required
elements missing.
Current users are not highlighted in 1 table. 1
point or insight in table summary is not relevant /
missing / not logical. 1 required element missing.
VIVIDATA used as primary source. 6 tables for
demographics created. Current users anlaysis is
logical and based on sources used. Table summary
logical, highlights key elements.
Demographics
Education / HH Structure /
Summary
(20%)
VIVIDATA not used. Missing tables for two of the
following – either brand or category information:
Education, HH Structure. VIVIDATA runs not
submitted or not submitted as an Excel
spreadsheet. Section not completed. Not every
group member proof read the report. Copied
sections from other sources. Copied tables from
other sources. Missing summaries for 1+ tables.
Missing tables for one of the following – either
brand or category information: Education, HH
Structure. Table(s) missing information. 3+ points
or insights in table summaries are not relevant /
missing / not logical. Segments other than the
ones outlined in the assignment used and 1
VIVIDATA not run correctly. Missing section
summary.
Current users are not highlighted in 1+ table(s).
Segments other than the ones outlined in
assignment used. Numbers input incorrectly. 2
points or insights in table summaries are not
relevant / missing / not logical. Current users is
not logical / not based on class discussion. 1
VIVIDATA Run not completed correctly. 2 required
elements missing.
1 point or insight in table summary is not relevant
/ missing / not logical. 1 required element missing.
Section summary not based on brand specific data.
No additional source used to provide information
about current users.
VIVIDATA used as primary source. Additional
source used to provide information about current
users. 4 tables for demographics created. Current
users anlaysis is logical and based on sources used.
Table summary logical, highlights key elements.
Section summary logical and based on brand
specific data.
Grammar / Comprehension /
Spelling
(10%)
8+ mistakes. Not proof read. One formatting
requirement not followed consistently throughout
report. Marksheet ignored. Not every group
member proof read the report.
6-7 mistakes. Very poor use of English. Several
examples where slang instead of business
language is used.
3-5 mistakes. Poor comprehension. Business
language not used.
1-2 mistakes. Comprehension is strong, but there
are parts that are confusing. Some sentences do
not use business language.
No mistakes. Overall comprehension is strong.
Uses business language.
Research / Content /
Relevancy / Organization /
Layout / Sourcing
(10%)
One formatting requirement not followed
consistently throughout report. Marksheet
ignored. No sources stated. 4+ sources not
referenced correctly or missing. Not every group
member proof read the report.
Latest VIVIDATA not used. VIVIDATA runs not
included in the submission. 3+ tables not
neat/uniform. Unable to re-create the VIVIDATA
runs. 5+ statements made that are repetitive /
not relevant. Layout poor – no logical flow. 3
sources not referenced correctly or missing.
3-4 statements are repetitive or not relevant.
Some sources used are not relevant to the report.
2 tables not neat/uniform. Only parts of the AD
layout is used. 2 sources not referenced correctly
or missing.
1-2 statements are not relevant or repetitive –
either to the section or to the subject overall. 1
table not neat/uniform. Tables in the report are
not consistent. Some parts of the organization is
not logical. 1 source not referenced correctly or
missing.
Overall research is strong and adds to the report.
Multiple sources used. All parts are relevant to
each section. Clearly written – straight to the
point. Sources referenced correctly. Follows
assignment layout.
Original Mark Bonus/Deductions Final Mark