Media Research Assignment

Media Planning

Assignment 1 Media Research document

This assessment is due 5pm Friday of Week 6 and is worth 40%. It is to be submitted in PowerPoint format but saved as a PDF and uploaded via Turnitin on Blackboard Grade Centre.

Please note that assignments submitted later than 5pm will not be marked and will receive a 0/40 result.

If you are concerned that you have not correctly uploaded your assignment, you must email it to your Tutor before the submission time and include a copy of your assignment in the email. The tutors’ details are on Contact us on Blackboard.

Media Research Document

The purpose of this project is to integrate your knowledge of media planning into a real life situation. In response to a ‘real world’ media brief, you are to research and prepare a Media Research Document. This document will form the starting point for your Media Strategy which you will present in Week 13.

This project requires an extensive amount of work. Each week during the lecture and in tutorials specific sections of this report will be addressed and explained, therefore it is vital that students attend lectures as well as tutorials.

The information that you present in this assessment must be supported by credible sources (eg Roy Morgan data, Australian Bureau of Statistics data, academic journals or industry publications). You will be evaluated on your ability to research information, to analyse the information and present it in an easily understandable manner. You will then use the information to develop key insights.

This assessment is divided into 5 key areas.

1. Product and Market Analysis (10 marks)

You are to provide a detailed description of the product and the market and identify key issues which may influence your media selection and plan. Using Roy Morgan data and other resources you provide analysis of the product. You are to provide a detailed description of the product category and a detailed analysis of the market, which will include a brief SWOT analysis and the possible influence of PEST (Political, economic, social and technology). This information must be based on your research and you must be able to indicate where your findings came from. You are to indicate the relevant points that may have an influence on your media selection and plan.

2.Target Audience analysis (15 marks)

You will need to research and identify your target audience using information from the product and market analysis as well as other research information (such as Roy Morgan, ABS etc.). This is a very important component of any media plan and must be supported by credible sources. You must be able to justify why you have selected this particular target group and outline what is important to this group. What are their media habits and how will this influence your media strategy? Discuss the path to purchase and any barriers to purchase.

3. Research Analysis (5 marks)

You will identify your target audience using psychographic and demographic profiles and use tools such as Autobiography, A day in the Life and Pictography to illustrate your target audience. You will provide details of this target audience’s media imperatives and media usage. Again, make sure that you support your findings with credible cited sources.

4. Key Insights (5 marks)

From the market analysis, product analysis and target audience analysis you are to develop key insights. These insights are to form the starting point for your media strategy which will be presented in Week 13. The insights should be creative and be based on your findings. This is often the area that students find most challenging so we run a workshop on how to develop creative insights.

5. Presentation (5 marks)

Throughout the document you are expected to provide data to support your findings and correctly use APA referencing. You are expected to utilise graphs and charts to illustrate some of your findings but they must be relevant to your insights. Do not use charts and graphs just for the sake of showing them. You will be assessed on your ability to analyse the information that you have found and explain its relevance to the media plan. Your presentation must be in PowerPoint with content organised clearly and professionally. You must save your PowerPoint presentation as a PDF before you upload it to Blackboard (so don’t use any special PowerPoint transitions for this assessment as they will be lost when it gets saved to PDF).

Requests for late submission must be made online prior to the assessment submission date. Any assignments submitted after the due without approval will receive a 0/40 result. For more information, see

https://www.student.qut.edu.au/studying/assessment/late-assignments-and-extensions