...Assessment 1 Performance objective You are required to demonstrate the ability to define media requirements. Specifically, you must be able to identify the target audience and prepare a consumer profile, analyse product market factors, analyse the creative requirements of an advertising message, identify media merchandising requirements, confirm the media budget and legal and voluntary constraints. Assessment description You are required to define the media requirements for a media plan based on the information given in the advertising brief provided in Appendices of this Assessment Task. Write a report to address each of the following: ● identify the target audience ● a detailed customer profile ● relevant market factors to be considered ● creative and media implications ● merchandising requirements ● legal and voluntary constraints ● available budget. Procedure 1. Read the advertising brief provided in the Appendices of this Assessment Task. 2. Identify the characteristics of the target audience from the advertising brief. 3. Prepare a detailed consumer profile. 4. Analyse market factors to determine the reach and frequency required for each of the advertising media suggested in the brief. Consider the following factors: a. level of involvementb. product usage and life cyclec. advertising message characteristics | d. product characteristicse. competitive situationf. media environment. | 5. Write a paragraph on the creative requirements of the advertising message...
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...occupying themselves with any combination of work, study, raising children, staying fit and healthy, and socialising. They are becoming increasingly aware of the adverse effects of chemical-based skin care products. They are searching for a skin care regime based on natural products which won’t harm their body or the environment. 3. Prepare a detailed consumer profile. Gender : | Female | Age : | 25-45 | Income : | Combined annual house hold incomes of approximately $150,000. | Marital Status : | Married, single, study | Level of education attained : | University graduates | Occupation attained : | They are professionals and wives of professionals. | Benefits sought : | 1. Earthsprite products are 100% natural, effective, affordable and innovative.2. All Earthsprite products contain tamanu oil which possesses a unique capacity to promote the formation of new tissue, thereby accelerating healing and the growth of healthy skin.3. Eywa believes nature provides us with everything we need to look and feel beautiful and healthy. Nature looks after us so we should look after nature. Eywa products contain ingredients from plants...
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...of Earthesprite skin care range of Eywa | Gender | Female | Age | 25-54 | Income | Approximately $150,000 | Marital status | Married (50%) Unmarried (50%) | Level of education attained | Undergraduate (30%)Postgraduate (45%)Others (25%) | Occupation | Professionals (45%)Study (30%)Housewives (20%)Others (5%) | Benefits sought | Looking after wellbeing in a holistic approachSearch for a skin care product that won’t harm their body or the environment Search for a skin care product of good money valueSearch for a skin care product helping with aging | Geographic profile | Live in inner city or suburban areas | 3. Relevant market factors to be considered 4. Creative and media implications For advertising the new Earthsprite skin care range, a combination of words, images, music and sound, action, colour should be applied. The image would include the tamanu tree and the Southeast...
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