IINET Media Plan

Cecilia Setiawan

May 17, 2012

ADV3406

Laurie Law-Baw 10125144

Table of Contents
Background ................................................................................................................................ 3 Target Audience ......................................................................................................................... 3 Media Objectives ....................................................................................................................... 4 Media Selection and Criteria ..................................................................................................... 5 Television ............................................................................................................................ 5 Radio ................................................................................................................................... 6 Cinema ................................................................................................................................ 6 Activity chart and rationale ....................................................................................................... 7 Rationale ................................................................................................................................ 8 Stage 1: Non-pulse.............................................................................................................. 8 Stage 2: Pulse ...................................................................................................................... 9 Television ............................................................................................................................ 9 Radio ................................................................................................................................. 10 Cinema advertising ........................................................................................................... 10 Estimated reach and frequency ............................................................................................... 11 Budget allocation ..................................................................................................................... 13 Recommendations for future media activity ........................................................................... 13 References ............................................................................................................................... 14

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Background
iiNet is Australias second largest Internet Service Provider. They serve over 1.5 million customers, with a substantial customer base in Western Australia. iiNet was founded in 1993 by Michael Malone and Michael OReilly in Perth. In September 2000, they became the first WA provider to offer Asymmetric Digital Subscriber Line, which then became their primary focus in later years (iiNet Limited, 2012).

They are widely known for their fast broadband services for homes. Many people fail to realise, however, that iiNet also offers mobile phone plans. Their simple and good-value phone services are often passed over for other well-established providers such as Vodafone, Telstra, or Optus.

The brief for this media plan is to change that perception. iiNet is planning to schedule a mobile phone advertising campaign to run within Western Australia starting January 2013, within a given budget of $500,000. Based on the success of the campaign, it will presumably be rolled out nationally later during the year.

Target Audience
The audience segment for this campaign is busy social networkers on the go, who are females under the age of 30. To optimally suit the audiences needs, iiNet has created a range of plans that tailor to them, from $10 to $40 per month.

In terms of behaviour and product usage, they are heavy mobile phone users who are always on the go. They are young and thus are very image conscious this makes

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categorizes them as early adopters. They use their phones to access the web and social networking sites in particular.

Our audience comes from all range of income (low to high), ethnic background, and profession (mostly from students to career-driven women). Geographically, they are based in Perths inner and outer suburbs.

Media Objectives
A media plan is a coordination of three levels of objectives and strategies those three being Marketing, Advertising, and Media (Azzaro & Binder, 2008). A good media plan achieves all three of those objectives through highly rationaled strategies.

The initial objectives set by the client with this campaign is to achieve the maximum reach and frequency of the target audience, by utilising the best possible use of traditional media. Therefore, our media objectives are:

1.

To increase brand awareness As previously discussed, iiNet is often passed over by other more well-known providers such as Optus, Vodafone, or Telstra. We expect that by the end of this campaign, accompanied with a proper creative execution, this mindset will be changed -- as stated on the brief.

2.

80% Reach This number is required to ensure the best use of client budgets in reaching the maximum number of target audience. We believe that a reach of 80% is possible as a bar high enough to increase product awareness.
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3.

25 Frequency

Again, to ensure the best use of the budget, the estimated number of times our ad will be exposed to the audience is 25 times. This number is far beyond the rule of thumb of 3 times and therefore should be more than sufficient to generate brand recall.

Media Selection and Criteria

Our selected media is detailed below.

Television

We realise that among all traditional media channels, television is the most effective medium to reach our target audience. Not only TV is the medium that attracts the highest level of recall from an advertising message, it also provides a stong call to action for the consumers. According to Commercial Economic Advisory Service of Australia (CEASA)s research in 2010:

An analysis of the latest advertising revenue figures for all media shows despite a highly competitive environment, Free TV still garners the lion's share of revenue because it's a proven advertising medium for building brands and driving sales (ThinkTv.com.au, 2012).

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Courtesy of ThinkTv.com.au, 2012.

Our chosen TV stations for this campaign are Channel Ten and Channel Seven, because both channels conform to our demographic. Channel Tens primetime line targets a demographic of 16-39 (TheAge.com.au, 2010), with shows such as MasterChef and The Biggest Loser. Channel Seven, on one hand, is more focused with bringing drama-related shows that appeal more to females, such as Home and Away and Once Upon A Time.
Radio

Our selected radio station is Nova. According to a 2009s Nielsen research, Nova holds the leading position in young listener demographic (Nielsen, 2009).
Cinema

Nielsen Media Research discovered that moviegoers level of advertising recall is five to six times higher than of other mediums, as audience are fully exposed to a noncluttered message (Stone, 2006). Given that cinema advertising does not cost as much as television, radio, or even print, we decided to settle with cinema advertising instead

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of going with print. Event Cinemas is going to be our chain of choice as it is the biggest cinema chain in WA.

Activity chart and rationale

In planning our media plan, we have two main aspects to consider: A given budget of $500,000. This amount should be spent considerably. iiNet is rolling out the campaign nationally in the same year. This means our WA campaign should not last until the end of 2013 to give the client the required period to do an Australia-wide campaign.

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Rationale
The whole campaign should be launched at the start of January 2013 and end in the second week of July 2013, in order to leave enough time for the client to launch a nation-wide campaign later during the same year (as stated on the brief). Our main strategy is to use the EOFYS (End of Financial Year Sale) to have the most optimal exposure as close to the expected purchase time as possible.

It is worth to be noted that all our advertisements will last for 30 seconds. Our target audience comes from a younger demographic who, by nature, are easily distracted and have a short attention span. Therefore we decided on limiting the ad to 30-second long only to keep the audiences attention intact, although not too short to lose their grasp.

In order to maximise the messages exposure within the given time frame and budget, we decided to implement two stages, which will both be discussed below.
Stage 1: Non-pulse

Our non-pulse period is when we keep the campaign low profile and below the radar in order to save the budget, although still noticeable enough for the audience to build awareness. The main purpose of this stage is to slowly build brand awareness before the campaigns pulse right before EOFYS and therefore this stage ends in May.

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To suit the budget, we have to be choosy in our media selection and so this stage consists of using only a single channel television: Channel Ten and Channel Seven Fringe (17.00-18.00) Judging from the rates, this is the next best slot after primetime. Since our budget does not allow us to use primetime for both pulse and non-pulse period, this is the slot we go to. One insertion per day Not only does this number suit our budget, it also matches our objective for this stage which is to quietly build brand awareness.

The first two weeks of this phase can also be used as a pre-testing campaign evaluation, to identify the level of awareness our target audience has about the product.
Stage 2: Pulse

June 2013 is the start of our pulse period. The reason behind this is that End of Financial Year Sale (EOFYS) takes place at the end of the month. Another side effect of this sale is that most mobile plans expire in June, as it is when people splurge the most. Therefore, most people choose to upgrade or change their mobile phone plans during this period of the year. It is also a well-known media scheduling theory that the closer the exposure is to purchase time, the more effective it is. We are going to advertise optimally using the following choices:
Television

Channel Ten and Channel Seven Primetime slot (18.00-22.30)

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Primetime is the peak time of television viewing. Both stations programs in this slot also conforms with our target audiences preferences. If our target audience need to always be online on the go, this means they are normally very busy and so they are light TV viewers since they do not have much time to watch more TV. 2 insertions per day One is not enough and three is too many for a day. Two exposures per day per TV station is the frequency that suits both our budget and our target audience.
Radio

Nova Breakfast and Drive (5.30-9.00 and 16.00-19.00) Breakfast is the slot with the highest number of listeners. However, considering our demographic which includes not only businesswomen but also students, who most likely do not listen to radio while driving at breakfast time we also decided to include Drive to our selection as students are most likely to listen to radio at that time.

4 insertions a day (2 for Breakfast and 2 for Drive). As each slot caters for different target (businesswomen and students), we are putting 2 insertions for each slot to achieve maximum audience recall.

Cinema advertising

We are going to buy a slot on one specific title for 6 weeks. This stage is designed to reach the greatest amount of our target audience, just before their mobile phone

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plans end. Titles chosen will have to be suited to movie release schedule near the start of the campaign.

We decide to start this period right at the beginning of June, until halfway through July, to give customers some proper exposure time before and during EOFYS. At the end of this phase, a post-campaign evaluation will be prepared in order to measure the level of awareness that the target audience gained during the campaign.

Estimated reach and frequency

According to our media schedule, our average reach is above 90%. Our primary aim is to achieve 80% and above in all our channels. Additionally, our average frequency is 40. During the all 6 months and a half, we aim to achieve a frequency of at least 25.

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Budget allocation

Cinema, 0.34% Radio, 5.53%

Television, 82.24%

Our main medium is television, so we decided to allocate most of our budget ($411 200) to it. Our second medium is radio and we chose to allocate 5.53% of our budget ($27 645). Last but not least, the cinema budget is modest with only 0.34% ($1 680) of our budget. Please note that the cinema budget is only an overview. The final budget for cinema will be adjusted accordingly with the target audience (young females), depending on the films released in 2013.

Recommendations for future media activity

To advertise nationally, we recommend strongly to use magazines suited to our target audience such as Cosmopolitan, Vogue Australia, WHO magazine, Marie Claire and so on. In addition, outdoor advertising is firmly suggested. We also advise to expand all of our selected media to national, adding Network 9 to the television channels, intensify the cinema coverage to the East coast, and, to finish, advertise in other radio station available in the East coast.
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References
Internet surpasses TV in Australia mobile approaches (television). [2007]. Retrieved from the Marketing Charts website: http://www.marketingcharts.com/television/internetsurpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australiamedia-consumption-internet-vs-tv-2005-2007jpg/

Taylor, J. (March 30, 2012). Mobile broadband subscriptions top wired. ZDNet. Retrieved from ZDNet website: http://www.zdnet.com.au/mobile-broadband-subscriptions-top-wired-

339334985.htm

2008 Australia Mobile Communications Statistics, Trends and Forecasts (Reports). [n.d.]. Retrieved from the Budde Comm website: http://www.budde.com.au/Research/2008Australia-Mobile-Communications-Statistics-Trends-and-Forecasts.html

Australian Bureau of Statistics. (2012). Mobile handset subscribers. Retrieved from http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/8153.0Chapter8Dec%202011

Advertising Expenditure (Stats & Graphs). [n.d.]. Retrieved from the ThinkTV website: http://www.thinktv.com.au/content_common/pg-advertising-expenditure.seo

The perfect TV age (TV & Radio). [2005]. Retrieved from The Age website: http://www.theage.com.au/news/TV--Radio/The-perfect-TVage/2005/03/09/1110160838599.html

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About Seven West Media (About us). [2011]. Retrieved from the Seven West Media website: http://www.sevenwestmedia.com.au/about-us

Community service announcement guidelines (Ten supports). [n.d.]. Retrieved from the Channel Ten website: http://ten.com.au/ten-support-csa-guidelines.htm

Nielsen Media Research (Official Survey Results Survey 7. [2009]. Retrieved from the Nielsen Media website: http://legacy.novafm.com.au/lib/file/File_7C8NYME2.pdf

Buying options by target audience (advertise). [n.d.]. Retrieved from the Val Morgan website: http://www.valmorgan.com.au/advertise/buying-options/by-target-audience/

Stone, Q. (2006, November 6). The advantages of cinema advertising. Yahoo. Retrieved from http://voices.yahoo.com/the-advantages-cinema-advertising-105709.html

Nielsen Media Research, Radio Advisor, Averaged over Five Capital Cities, Survey 1-3 2007, All People 10+, Mon-Sun 530am-12midnight unless otherwise stated.

Azzaro, M., & Binder, D. (2008). Strategic media decisions. Chicago, Ill: The Copy Workshop.

iiNet Limited (2012). [n.d.]. Retrieved on the iiNet website: http://www.iinet.net.au/about/

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