communication assignment..essay

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iPad`s media planning

Course convener and lecturer: George Bell

Stanzin geddun 4775146

MARKETING COMMUNICATION

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Ipad`s median planAPP

Table of contents

Introduction ( Brief history, Product description, Profile of target audience)… 3

Type of mass media available for PR communication………..….4

Analysis of the mediums to be used………………………………...5

The media strategy……………………………………………………...6

The main media plan…………………………………………………....7

Flowchart of media plan………………………………………………..8

The budget…………………………………………………………….9-11

Media scheduling………………………………………………………12

Media recommendation……………………………………………….13

Summary………………………………………………………………...14

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Mission To propose a media plan for the launch of Ipad in Canberra Australia.

Brief history of the companyApple Inc is an American multinational corporation, established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977with a focus on designing and manufacturing consumer electronics and software products. The company's best-known hardware products include the Macintosh line of personal computers, the iPod line of portable media players, and the iPhone and the newly launched iPad. Apple's software products include the Mac OS X operating system, iTunes media browser, the iLife suite of multimedia and creativity software, and Final Cut Studio, a suite of professional audio-and film-industry software products.

Product description The new I-Pad is one of the latest additions made by the Giant Apple Corporation. It is a touch screen tablet computer meant for internet browsing, media consumption, gaming and light content creation. It is a class of device between Smart phones and computers.

Profile of target audienceThe target audience for the iPad could be described as actual, (which includes brand loyals and favourable brand switchers) and potential consumers (other brand switcher and new category users). This is according the TCB model.

We can break up the target segments that Apple Inc. should target as:

BUSINESS ENTERTAINTMENT STAYING CONNECTED

Age 25-55

Primarily male

Higher salaries

Multitaskers

Goal-oriented

Age 18-25

Mixed gender

Trend setters

Educated

Modern

Age 20-40

Primarily female

Educated

Tech savvy

Independent

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TYPES OF MASS MEDIA AVAILABLE FOR PR COMMUNICATION

Mass media are media, which can be used to communicate and interact with a large number of audiences. Entertainment and media always go hand in hand, but in addition to the entertainment, mass media also remain to be an effective medium for communication, dissemination of information, advertising, marketing and in general, for expressing and sharing views, opinions and ideas. Here are some of the different types of mass media options available for launching the iPad:

PRINT MEDIA:

Apple Inc. could use print media which includes newspapers, magazines, brochures, newsletters, books and even leaflets and pamphlets. Although, it is said that the electronic or new media have replaced the print media, there exists a majority of audiences who prefer the print media for various communication purposes.

ELECTRONIC MEDIA:

This mass media includes television and radio. This category also includes electronic media like movies, CDs and DVDs as well as the new hottest electronic gadgets. Electronic media can be one of the most efficient channels of media for launching the iPad as these channels caters to a large mass of people .

NEW-AGE MEDIA:

With the advent of new technologies like Internet, we are now enjoying the benefits of high technology mass media, which is not only faster than the old-school mass media, but also has a widespread range. Mobile phones, computers and Internet are often referred to as the new-age media. Internet has opened up several new opportunities for mass communication which include email, websites, blogging, Internet TV and many other mass media which are booming today.

ANALYSIS OF THE MEDIUMS TO BE USED

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TELEVISION

Advantages Disadvantages

High reach

Impact of sight sound and motion

High prestige

Low cost per exposure

Favourable image

Low selectivity

High absolute cost

High production cost

Clutter

MAGAZINES


Multiple readers, pass on reader ship

High information content

Segmentation potential

Long lead time for ad placement

Visual only

Lack of flexibility

NEWSPAPERS


High coverage

Low cost

Reader controls exposure

Short life

Low attention selective reader exposure

OUTDOOR ADVERTISING


Location specific

High resolution

Easily noticed

Short exposure time requires short ad

Poor image

Local restrictions

INTERNET/INTERACTIVE MEDIA

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User selects product information

User attention and involvement

Interactive relationship

Direct selling potential

Limited reach

Limited creative capabilities

Web snarl( crowded access)

Technology limitations

THE MEDIA STRATEGY

The whole campaign will be launched with the tagline “Magic with a touch”

We will use both the pull and the push strategy in the communication process with the customer. One is that we advertise promoting the product ourselves employing the full spectrum of the marketing communication mix channels and the other is relying on the selected exclusive distributor region wise to advertise the iPad. In that sense the customer can be approached from two different sources creating differentiation and delivering the product message with added value service.

We will break down the use of different types of media in three parts:

Time of launch Types of media used

Pre launch strategy Blogs- opinion leaders and specialised

Word of mouth(WOM)

Viral marketing

Launch strategy Magazines

Television

Social media

Outdoor media

Post launch strategy Apple.com

Independent review websites

Apple stores

Digital campaigning

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The Pre-launch strategy would involve Viral/ buzz marketing or even Word of mouth

(WOM). The general idea of viral marketing or WOM is to “let the behaviors of the target

community carry the message.” There is a notion that WOM may be the amongst the most

effective marketing communication strategies especially when it is generated on the social

media sites.

We will also have opinion leaders by giving them free iPads for review.

The strategy would be applied when the product is launched in Canberra. And it would

involve print media, television, social media and outdoor media. These are discussed in

details later.

The main media plan

The media plan is an integrated process which includes:

When (the timing of the release)

Which (The media selection)

How (The coordination in media planning)

How much (The budgetary allocation)

We have possibly invested in all the media channels that would be the most effective in

Canberra to bring the consumers to P-O-P (Point of purchase). The P-O-P for iPad would

be online purchase (Apple.com) or the apple stores in Canberra.

Advertising budget: $1000,000

This budget would be allocated through all the media channels we discussed and analyzed

before, to enable a blended and integrated marketing campaign.

The overall objective of the following media plan is to

Grab ATTENTION, Excite INTEREST, Create DESIRE and Prompt ACTION.

(Baldwin, Glengarry & Papadakis 1992)

The main purpose of media planning is to analyze and select channels of communication

that will direct advertising message to the right people, in the right place and at the right

time. It also involves decisions like, where should we advertise, what vehicles to use, how

often should we run the advertising etc.

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In the initial stage of the product life cycle (When iPad is launched), the objective is to

maximize awareness of it by consumers. At the maturity stage, continuity of the purchase

becomes the main objective. During the declining stage of product use, the media remind

the consumers that the product shall retain their appealing attributes. The media objectives

are Reach, frequency and continuity respectively for the early, maturity and declining

stages of the product lifecycle.

Media plan would be like

TARGET

Reaching the primary target as described on page 5

Purchasing a mix of traditional (Television, magazines and

outdoor) media and digital space.

GEGRAPHIC

CONSIDERATIONS

Advertising in areas that have high concentration of

target customers

Areas around Canberra including all main suburbs.

REACH AND FREQUENCY

Reaching the target within the specified area with everyday frequency

Using the media vehicle with maximum reach which is cost efficient

SCHEDULE

Creating a campaign that reaches the target on a year round basis.( Pre launch, launch and post launch)

Emphasizing on a pulsing schedule with traditional and digital media channels.

SEASONALITY

Purchasing media that heavy’s up during holiday seasons and other events.

High frequency of advertisements during the product launch to drive customers into point purchase.

CREATIVE Picturing the iPad as a revolutionary and a hi-tech product

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CONSTRAINTSwhich is first in the market.

Using innovative media vehicles that reach the target customers in their daily life.

BUDGETUsing the budget in a way that most effectively reaches the target market.

The budget

It involves two major decisions:

Establishing the size of the budget.

Allocating the budget.

We will set the budget using The Objective and Task method. Our objective is to

effectively launch iPad in Canberra. We will advertise iPad on a massive scale through the

mediums we have selected. This will be our task (i.e. advertise on televisions, magazines,

social media, and outdoor media). We can then estimate the costs incurred on the media

channels we used and define our budget.

Calculating the budget on the basis of various media channels selected and on the

basis of the media schedule.

Television medium

Channels Slots Costs

Channel 9

SBS

2 times a week

Timings: 8pm to 9pm

2 times a week

Timings: 9pm to 10 pm

15000 for 30 seconds

Monthly:15000*8=120000

$12500 for 30 seconds

Monthly: 12500*8=$100000

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Magazines

Type Slots/location Costs

Cosmopolitan Australia

(Circulation :152,028

Readership: 598,000)

Ralf (Men’s magazine)

(Circulation: 63,145

Readership: 263,000)

APC (tech magazine)

Circulation :32,191

Readership: 152,000

Inside front cover

Monthly issue

Inside front cover

Monthly issue

Inside front DPS

Monthly issue

Full page= $49,270

Monthly : $49,270

Full page: $24,505

Monthly : $24,505

Full page: $14,470

Monthly: $14,470

Source: (Audit bureau of circulations (ABC), 2009)

Newspapers

Name Slots /location Costs

The Sydney morning Herald

The Canberra Times

Placed on page 2

Mon- Fri, full page (color)

Front page

Mon- Fri, full page(color)

55 cm x 11 col = $73,356

Monthly (2 weeks): 146712

55cm x11col =$89,632

Monthly : $89, 632

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The Australian financial review

Life and leisure full page

3 times a month

Full page: $25911

Monthly: $77733

(Source: Fairfax media, 2008)

Outdoor medium

Type Location Costs

Billboards

Acton busses

Around Canberra

At least 5 billboards at

strategic places.

Busses in Canberra

6m x 3 m

Single billboard= $3000

Monthly : $15000

$10,000 a month

New media

Type Slots Costs

Facebook

Google

Cost per click (CPC) adds on facebook.

Google adwords advertising.

Budget: $5000

Budget : $5000

The total budget for the whole media mix will be: $657322Media scheduling

Media scheduling is concerned with reaching the consumers right on time at the launch of the

product or also reaching the customers on time when they are planning a purchase. The

timing of the advertisements is very important. We will follow a steady pulse through out the

year to reach the consumers on a continuous basis.

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The following table shows the media schedule for the first five months of the launch and

this should be well integrated so that the company does not miss opportunities for reaching

the right audiences, at the right time, in dynamic ways.

Ipad media scheduling May June July August September October

INTERNET

Facebook

Google

TELEVISION

Channel 9

SBS

MAGAZINES

Ralf

Cosmopolitan

APC

NEWSPAPERS

SMH

AFR

The Canberra times

OUTDOOR

Billboards

Acton busses

The schedule stated above is mostly concentrated on the launch stage of the product as this

is the most important stage of the product life cycle where maximum advertising is needed

in order to boost the sales. And the investment in ads should decrease with time.

Media Recommendation

Media situation

Canberra is small place with a population of 345,551 people (Australian bureau of statistics,

2008) and we have selected every possible channel that would cater that target market. There

are no significant competitors for iPad currently in the market and there are a lot of

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government offices, universities and bureaucrats in Canberra who would consider buying an

iPad. As the iPad is a revolutionary hi tech product and it’s a new generation product, this

niche in the market is not being exploited till now. And the media channels will help us

connect with the potential customers.

Media rationale

The recommended media channels would be suitable for launching the iPad in Canberra. The

televisions channels selected (SBS and Channel 9), were the most suitable and cost efficient

television channels for Canberra after asking a few students in ANU about the choice of

television channels they prefer. It would help Apple Inc. cater to the major part of the target

market through this channel.

Also the newspapers selected (The Sydney Morning Herald, The Canberra Times and The

Australian Financial Review) have the maximum reach in Canberra and these are the most

preferred newspapers in the Canberra region. The Australian financial review had 263000

readerships, The Sydney morning Herald has 797000 readerships and The Canberra times has

150000 readerships. (Roy and Morgan research, 2009).

Likewise the magazines selected i.e. Ralf, APC and Cosmopolitan (Circulations and

readerships mentioned in the budget table) caters to the maximum target customers in

Canberra.

We have also invested in social media like facebook, Google which would definitely reach

the target customers in Canberra as most of the young professional and students have access

to such social networking sites. Social media channels like these have been really effective

for launching iPad in other countries and there is no doubt that these channels would help

connect Apple Inc with its target customers.

Our media plan also includes investing in billboards and Acton busses in Canberra. We will

have billboards put up in the city areas and areas where the ad agency feel, would get

maximum public exposure. Putting up ads on Acton busses will also help us advertise iPad

to a great extent as many people in Canberra use public Transport and advertising on these

busses have proved very effective in the past.

Summary

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The apple iPad is a new category of device for the semantic age and it bridges the gap

between computers and smart phones. It is a whole new invention of a modern device which

has to be marketed in the best way possible. Launching the iPad at a comparatively lower

price is a good idea to acquire bigger share of the market. The tag line of the launch

(MAGIC WITH A TOUCH) explains the attributes of the product to quite an extent. We

could give away free iPads to trend setters (TV, movie, music and sports stars). And using the

media channels we selected effectively would sure attract a lot of customers to point of

purchase. And also when we launch the iPad we could use the official marketing message of

Apple Inc. along with our tag line, “Something different, something cool, User friendly and

Simply Apple”

List of references:

Rossitor, John and Bellman, Steven. Marketing communications theory and applications.

Pearsons Education, 2005.

Belch, George & Belch, Michael. Advertising and Promotion, International Edition, 8 th ed. ,

McGraw Hill, 2009

Evolving PR strategies and tactics for product launch success, Viewed 27 th April

2010,<http://www.agencynextpr.com/files/Evolving%20PR%20Strategies%20for

%20Product%20Launch%20Success.pdf>

Media Plan outline: how to write a media plan, viewed 27 th April, 2010,

<http://www.icomagencies.com/downloads/gl_mediaplan.pdf>

History of Apple Inc., Viewed 27th 2010, <http://www.scribd.com/doc/19450000/Apple-

Inc>

Australian Bureau of Statistics (ABS) (2006), Canberra statistics, Viewed 28th April 2010,

<http://www.abs.gov.au/Ausstats/[email protected]/mf/3201.0>

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http://www.abs.gov.au/Ausstats/[email protected]/mf/3201.0

http://www.scribd.com/doc/19450000/Apple-Inc

http://www.scribd.com/doc/19450000/Apple-Inc

http://www.icomagencies.com/downloads/gl_mediaplan.pdf

http://www.agencynextpr.com/files/Evolving%20PR%20Strategies%20for%20Product%20Launch%20Success.pdf

http://www.agencynextpr.com/files/Evolving%20PR%20Strategies%20for%20Product%20Launch%20Success.pdf

Category of Magazines, Consumer information and Audience research, Viewed 28th April

2010, <http://acpmagazines.com.au/magazines.htm?categoryid=142>

Newspaper research and insights, The Canberra times, viewed 28 th April 2010,

<http://www.thenewspaperworks.com.au/go/newspaper/the-canberra-times>

Abstract

Intent

To develop and evaluate a media plan for the launch of iPad in Canberra.

Process

As a marketing manager for the launch of new apple iPAd in Canberra, a study on different

types of media was done. Also a research was done on the reach and frequencies of the media

channels. Different magazines were analyzed on the basis of their circulations and

readerships. I read journals on marketing and media planning and went through the websites

of different ad agencies.

Outcomes

After a detailed research on different types of media and public relation options, a media plan

was developed which would effectively connect the target market with the Apple’s iPad. We

have derived a budget using the objective and task method and calculated the cost of using

the selected media channels like TV, Magazines, Social media, Billboards etc. Finally a

media schedule is prepared, so that the company adopts the right media channel at the right

time, to cater to the right audience. And also framed a new tag line for the launch of iPad,

which is “magic with a touch”.

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http://www.thenewspaperworks.com.au/go/newspaper/the-canberra-times

http://acpmagazines.com.au/magazines.htm?categoryid=142

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