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MARKETING COMMUNICATION PLAN

Introduction Media planning accounts to various methods that are to be used in order to select an optimal

media platform for a product. It is essential for creating a marketing campaign for the promotion

of a product and achieves the objectives of the campaign. Various criterions are to be met in

order to conduct a successful media planning for the promotional campaign. This paper is based

on one such media planning for creating a campaign for the promotion of a UNILEVER product,

Vaseline Intensive Care Body Lotion, which is a winter care product, thus accounting to media

planning for the campaign of a seasonal product.

Media objectives In order to achieve the aims of the media planning, there is a need of finding and establishing the

objectives of the media planning. These objectives are based on the various aspects of media

planning like the targeted customers or audience, the reach of the campaign and the area

coverage of the campaign, which includes target market, geographic coverage. One of the key

essential in media planning is setting the key message objective of the media planning. These

objectives are important in order to fulfill the requirement of the media planning for the

campaign of the product Vaseline Intensive Care Body Lotion. Some of the key objectives of the

media planning are given below (Armstrong et al, 2015).

Target audience

As there is the use of media in the planning of the campaign for Vaseline Intensive Care Body

Lotion, there is a need of targeting the audience for the campaign. The targeted audience for the

campaign would be the various users of electronic mediums like the television, online websites

and portals, radio, and many other applications that are available in different smart phones. The

targeted audience that will be exposed to the campaign of the product will be mostly female

buyers of various cosmetic products, the online buyers of cosmetics, the owners of grooming

parlors and salons and the younger generation of the population. The campaign will also aim in

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targeting the older generation as Vaseline is a repudiated company whose products has been used

by generations years after years.

Reach

Reach is an important factor or objective that is to be met in order to achieve success in the

campaign of the product. The number of targeted households or person that is to be achieved for

every hour should be a minimum of thirty persons or households per hour. With the targeted

reach, the campaign will be able to gain its success on a wider level (Katz, 2016).

Coverage

Coverage can be defined as covering the different aspects of campaign like the area in terms of

geographic coverage, targeted market coverage and the audience coverage. As electronics media

has been considered in order to conduct the campaign, so it is essential for the company to cover

the different geographical areas of the targeted markets of the company for the product.

Key message objective

The key message objective for the campaign would be to reach the targeted customers and the

markets in order to increase the sales of the company and increase the demand for the product.

The main objective of the media planning is to make sure that campaign reaches out to larger

audience (Kelley et al, 2015).

Justification for media selection The selected media for the media planning is the electronic media. This form of media is selected

as electronic media is very much powerful in reaching the audiences and the targeted market of

the company (Starinsky, 2016). Electronic media has wider range of areas that can be used in

order to reach the selected markets and the targeted set of customers’ numbers for the chosen

time. In today’s world, electronic media is in use in a large amount. Most of the audience is

influenced by the various form advertisement that is done in the electronic media. As electronic

media systems such as television, social media sites, online portals and radio are present in

almost every household and the population of has as access to such media on a large scale. The

most important reason for selecting electronic media as the medium of campaign is that the

advertising of the product can be done on a larger scale reaching out to wider population. Social

media sites and television are the most common platform in order to reach the targeted

customers, which are the female audiences, as they tend to use these platforms in order to gather

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information regarding the upcoming products that is to be newly launched or the products that

will be used on a seasonal basis. The basic concept behind using electronic media is that the

wider platforms that are available are currently in use on a bigger scale (Banerjee, 2015).

Advertisement theory

As the selected media form is the electronic media, advertising is considered the most important

part of such campaign. An effective advertising form is the one that uses appropriate models of

advertising for promoting the products. In this media planning for the campaign of the product

Vaseline Intensive Care Body Lotion, advertising will be playing the most effective method in

promoting the products. This is possible with the use of an advertising model. One such model is

the DAGMAR Model. In this model of advertising, the advertising goals are defined and the

result of the advertisement is measured. This model specifies the five stages that the targeted

customers pass through while they are given the information regarding the product that is to be

promoted through campaigns. These five phases are based on the psychology and the decision-

making pattern of the customers and influences both for the customers. The company can easily

apply this theory in order to promote the product Vaseline Intensive Care Body Lotion. With the

help of this advertising theory, the audiences can be easily persuaded to approach the product

and will influence the customers to use the product (Wijaya, 2015).

Media schedule Media schedule can be defined as the method of scheduling the advertisement of the product that

is to be promoted. In order to conduct a proper media planning that will help in gaining fruitful

result in the campaign of the product Vaseline Intensive Care Body Lotion. Various steps are

present that are to be followed or maintained in order to conduct a proper media scheduling for

the product. The use of proper media scheduling will allow the company to gather information

regarding the progress of the campaign and will help the company to analyze the different flaws

that might evolve during the conduction of the campaign. The media schedule for the product

contains time decision, which will indicate the time to advertise, the duration of the

advertisement that is to be shown and frequency of advertisement. Scheduling of the media is of

two types macro scheduling and micro scheduling (Lazaratou et al, 2017).

Schedule for the first year of launch

Activities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

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Duration

of

advertisem

ent

60 seconds

for

television

advertisem

ent, 2-2:30

minutes for

social

media

advertisem

ent, 15-20

seconds for

radio

advertisem

ent

60 seconds

for

television

advertiseme

nt, 2-2:30

minutes for

social

media

advertiseme

nt, 15-20

seconds for

radio

advertiseme

nt

60 seconds

for

television

advertiseme

nt, 2-2:30

minutes for

social

media

advertiseme

nt, 15-20

seconds for

radio

advertiseme

nt

40 seconds

for

television

advertiseme

nt, 1:30-2

minutes for

social

media

advertiseme

nt, 15

seconds for

radio

advertiseme

nt

30 seconds

for

television

advertiseme

nt, 8-30

seconds for

social

media

advertiseme

nt, 15

seconds for

radio

advertiseme

nt

30 seconds

for

television

advertiseme

nt, 8-30

seconds for

social

media

advertiseme

nt, 15

seconds for

radio

advertiseme

nt

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Time of

advertisem

ent

Between

commercial

breaks in

televisions

entertainme

nt, between

different

pages in the

social

media,

between

commercial

in radio

entertainme

nts

Between

commercial

breaks in

televisions

entertainme

nt, between

different

pages in the

social

media,

between

commercial

in radio

entertainme

nts

Between

commercial

breaks in

televisions

entertainme

nt, between

different

pages in the

social

media,

between

commercial

in radio

entertainme

nts

Between

commercial

breaks in

televisions

entertainme

nt, between

different

pages in the

social

media,

between

commercial

in radio

entertainme

nts

Between

commercial

breaks in

televisions

entertainme

nt, between

different

pages in the

social

media,

between

commercial

in radio

entertainme

nts

Between

commercial

breaks in

televisions

entertainme

nt, between

different

pages in the

social

media,

between

commercial

in radio

entertainme

nts

Frequency

of

advertisem

ent

3 for

television,

one for

social

media, one

for radio

3 for

television,

one for

social

media, one

for radio

3 for

television,

one for

social

media, one

for radio

3 for

television,

one for

social

media, one

for radio

2 for

television,

one for

social

media, one

for radio

1 for

television,

one for

social

media, one

for radio

Use of

television

media

✓ ✓ ✓ ✓ ✓ ✓

Use of

social

media

platform

✓ ✓ ✓ ✓ ✓ ✓

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Use of

radio✓ ✓ ✓ ✓ ✓ ✓

Media measurement Media measurement refers to the various measurements that are to be taken in order to achieve a

successful completion for the campaign of the product Vaseline Intensive Care body Lotion.

Media measurement refers to the identification of the different plans and procedures that will

help the company in identifying the success rate of the campaign and the various measures that

are to be taken in order to avoid any future issues that might evolve in the due course of the

campaign.

Determining media success

In order to determine the success that is achieved by using the electronic media platform for the

campaign of the product various measures are to be taken. One of the key criteria or

measurement that is to be taken is the checking of the progress of the campaign that can be easily

done by communicating with the various employees who are responsible for the conduction of

the campaign. Getting a feedback of the campaign from the employees in order to identify the

rate of progress of the campaign and the different effect the procedures of the campaign is

imposed on the promotion of the product. This will allow the company to make and changes that

might be important in order to make the campaign a success. Media success can also be obtained

by determining the overall fulfillment of the criteria that is being served by the campaign. If the

overall reach rate and the media schedule output of the campaign results to be positive then it

will be analyzed that the campaign is a success by the use of electronic media as a platform for

conducting the campaign (McCann and Barlow, 2015).

Contingency planningContingency planning of the media planning involves the measures that are to be taken in order

to avoid further failure of the campaign if it has been already conducted as such. It has been

identified that the use of proper contingency planning will help in determining the success of the

campaign. This is possible because the amount of failure that can be occurring during the

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conduction of the media planning will be less due to the use of appropriate methods of media

planning. The media planning of the campaign must be conducted with the use of appropriate

measures and methods that will be helping the company to promote the products in the

appropriate manner (Leigh and Blakely, 2016).

An indication of likely costsFor the conduction of the campaign, the media planning that is to be done requires certain

expenditure on various items that are essential to be included into the media planning of the

campaign. One of such factors and resources that are important to be included are human

resources, media resources like the applications that will be used in order to make use of the

electronic mediums. The expenditure on the materials that will be required to draw the

campaigns like the employees to be appointed for handling the electronic media systems and

many others. There has been as estimated amount calculated for the conduction of the entire

media planning and the campaign that is to be conducted in order to achieve the successful

promotion of the product. The amount stands for £5, 00,000. This cost has been estimated

keeping various requirements in mind. The media planning that is to be conducted for the

campaign will need a handful of market research that will help the company to identify the needs

of the customers and the requirements that are to be including in the promotional strategy of the

campaign so that the campaign turns out to be successful (Jit et al, 2014).

Brand equity Brand equity can be defined as the term that describes the value of the brand whose product is to

be promoted. Vaseline is a repudiated brand that is serving the customers for a longer time. The

customers experience with the company has been successful in the due course of the running of

the company. There are various ways of developing brand equity. The development of the brand

equity is entirely based on the experience of the customers after they avail the product of the

company. It has been seen that the company Vaseline has maintained its brand equity as the

customers experience by the using the products of the company has been great. There are various

values that is to be ensured in order to maintain the media planning of the product so that the

campaign is a huge success. Some of the brand values are given as follows:

● The companies can account to charge more for the products

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● Line extensions can be achieved that will help the company to earn more money from the

promotion of the product

● The stock price of the company is also boosted

There are various ways of developing brand equity. The development of the brand equity is

entirely based on the experience of the customers after they avail the product of the company. It

has been seen that the company Vaseline has maintained its brand equity as the customers

experience by the using the products of the company has been great (Aaker and Biel, 2013).

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Attach the sample of advertisement

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For smooth skin and healthy skin use Vaseline Intensive Care Lotion today!!

ConclusionThus, it can be concluded that the media planning for the campaigning of the product is essential

in order to achieve success in the campaign if the product Vaseline Intensive Care Body Lotion.

With proper use of techniques and strategies the planning of the campaign can be achieved, thus

the campaign will be conducted in the appropriate manner.

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