Develop media planning and strategy to promote United Kingdom as a tourist destination.

Task: Develop media planning and strategy to promote United Kingdom as a tourist destination. Imagine that you work for any organisations/brands in the UK (e.g., British government, one travel agency, or one hospitality brand) and get a media budget of £1 million to promote United Kingdom as a tourist destination. You ultimately aim to increase the tourist number, either domestically or internationally. You are required to produce an 3000 words (Maximum) essay, addressing each of the areas numbered below. (Please follow to the guidance for details)ESSAY CONTENT MUST FOLLOW THE DOCUMENTS THAT UPLOAD.No plagiarism!Task: Develop media planning and strategy to promote United Kingdom as a tourist
Imagine that you work for any organisations/brands in the UK (e.g., British government,
one travel agency, or one hospitality brand) and get a media budget of £1 million to
promote United Kingdom as a tourist destination. You ultimately aim to increase the
tourist number, either domestically or internationally. You are required to produce an
3000 words essay, addressing each of the areas numbered below. (Please follow to the
guidance for details)
1. Target audience specification: Who are we talking to and what is going on in their lives?
Consider the media budget and decide who the ideal target audience is. Explore how they
perceive United Kingdom and what their media-usage behavior is. Think about sources of
lifestyle data if you can find any.
2. Media objectives: Before making media objectives, think of your marketing objectives and
why the marketing objectives are important to promote United Kingdom. Then, link marketing
objectives to media objectives. What is it we are asking our ultimate media schedule to do in
terms of reach and frequency – how much of the market will see or hear your message and how
often – for example.
3. Media mix: Which media mix you use and why. Consider the specific properties of the
media and how media work together and improve the effectiveness of each other. Intensively
use academic and managerial articles to support the chosen media mix.
4. Media planning: Identify the media in broad terms, such as TV, but don’t be precise in TV
station detail. Do justify timing, campaign pattern, media spaces/spot lengths and other
elements you think make up an effective schedule. Then, link the schedule to the media
objectives in reach and frequency.
5. Budget allocation and media evaluation: What percentage of your budget will be used for
which medium and why. Actual figures are NOT required. How will you ensure that you have
made the right choices for British government to promote UK? Consider testing and measuring
before, after and during your campaign.
⚫ You should ideally start by selecting a market you would like to target. Then, conduct
secondary research into who they are, possible reasons for and interest in travel, media
consumption patterns etc. Be specific – for example, you may decide to promote to the
Dutch market, focusing on families with children who like cycling but are not used to
⚫ Please be aware that the people may not have an intimate and detailed understanding of the
market place you select therefore we are looking to understand the reasoning for the
judgements you make.
⚫ The market You can select any market that you feel you know and understand sufficiently
well to provide good data about the audience, the media selection, and media consumption
of the audience.
⚫ This might mean your home market (where you come from), one you know well enough,
or even one you are curious about/interested in.
For example:
* The UK market if you are interested in domestic travelling
*One of the European countries
*One of further afield, such as USA, Brazil, Japan, Australia, Nigeria, etc.
⚫ It will be helpful to you if you have aspects of your creative approach in mind. That is not
to say produce creative work but consider your positioning of the assignment; your
proposition and what you want your audience to think and feel. It can also lead to creative
use of media opportunities, those which are not standard rate card but have an opportunity
“” }
⚫ Please note that you are not expected to conduct any primary research for this task.
However, you are encouraged to consult secondary data from books, academic journal
articles, relevant data from credible sources such as WARC, media reports, industry reports
etc. These should be used to support and evidence your arguments and will be particularly
useful in demonstrating the logic underpinning your choice of media (rationale). Evidence
of wider reading is therefore required.
⚫ No plagiarism!
⚫ Assessment Weighting:
There are five compulsory tasks in the individual assignment. In addition to the five
compulsory tasks, an executive summary or a conclusion is optional. We strongly advise you
to use the materials in the reading list as references. Other than this, you could use other
relevant academic articles.
1. Target audience specification
2. Media objectives
3. Media mix
4. Media planning
5. Budget allocation and media evaluation
Weighting (%)
Marks Awarded Target audience specification
Media objectives 10
Media mix 20
Media planning 10
Budget allocation and media evaluation 30
Layout 10
Target audience specification:
Here we would hope to see consideration of the “overall possible market” and then reasons for
selection of the “identified market” including the size of it. Examples of an “overall possible
market” could be countries, regions, or cities, depending on their sizes and the media budget.
With a budget of £1 million, it is not realistic to consider larger countries (e.g., US, China) as
an overall possible market. Instead, given US, you may think of a city (e.g., New York City,
Huston) as an overall possible market. After you decide an overall possible market, you
“identify a specific market” to target. When identifying a specific market, we would like to see
areas such as age, gender, socio-demographics, lifestyle/psychographics/tribes, and how they
usually make decisions. Age groups are typically presented in five-year age bands such as 2024 years which matches media measures. Furthermore, provide details in the specific market’s
perception of travelling to/in United Kingdom and media usage behaviors.
Media objectives:
We would hope to see how and why you develop marketing objectives and media objectives.
To develop marketing objectives, understanding your target audience (e.g., perceptions of
United Kingdom, as a tourism destination) and calculate CDI and BDI are key. When
calculating CDI, you may think of European Union as a whole region and compare United
Kingdom’s tourist number with the average tourist number of European Union. When
calculating BDI, you may think of United Kingdom’s rivalries in tourism. You compare United
Kingdom’s tourist number with the average tourist number of the rival countries. For the detail
of how to use CDI and BDI, please review “document 1”. To develop media objectives, you
should consider the reach and frequency metrics you want to achieve and explain how these
media objectives support marketing objectives. Note: When discussing reach and frequency,
please use chapter 15 of the Moriarty et al.’s textbook.
Media mix:
Media mix section should (1) identify the type(s) of media (paid, owned, and/or earned media)
selected to reach the target audience, (2) specify the media vehicles associated with each media
type, (3) provide a rationale (may involve data) for selecting each media vehicle, and (4)
discuss how the different elements of the media mix are integrated (refer to issues such as
coherency, consistency, and complementarity).
Overall, strong managerial and theoretical justification as to why and how the medium and the
media mix (why you expect synergy from the mix) will be used is key in this section. Make
use of the academic articles provided. For example, you may consider product placement as
one of the media mix. Given so, the reading list in “4”, Wiles and Danielova (2009), will
provide you more insight into how to effectively use product placement. We would hope to see
more than one medium used, equally we would hope not to see everything used. Note: (1)
The media mix is the selection of media channels, not advertising contents. It is ok to provide
some advertising content ideas, but should not be a focus. (2) Here, you need to conduct media
engagement research and provide metrics (preferably associated with the
target audience) for the selected media vehicles included in the media mix (e.g. rating, coverage,
circulation etc.)
Media planning:
This section has two parts: (1) a GANTT chart and (2) a supporting text.
The GANTT chart summarizes (1) what media will be used, (2) how ads via each media
channel should be scheduled (when, how frequently), and (3) how much weight will be given
to each media channel (in terms of GRPS or reach & frequency). Note: The GANTT chart
should include the media channels reported in the media mix section and be consistent with the
media objectives (i.e., GRPs or reach and frequency). However, it is optional to include GRPs
on the GANTT chart.
First, the supporting text should provide details about each media channel. For example, given
paid media, there should be some breakdown – social media, search, newspapers, TV and so
on. Given TV, spot length should be shown if there are more than one length, i.e., launch 60sec,
30sec and 10 sec cutdown. If different TV channels (ITV, C4) are to be used, they should be
specified here. Dayparts should also be identified here. Given press, newspapers and magazines
should be separate. National press versus other news should be also separate. Radio requires
little breakdown except that similar to TV about spot length. Out of home needs to identify
digital from non-digital and then different types, such as 48 sheets from 6 sheets, commuter
travel packs from retail packs. Cinema just needs timing really. Owned activities should be
shown too. It is important to distinguish between paid social media and owned social media.
Note: In this section, there is no need to explain why these media channels fit your target
audience as you should include such details in the media mix section. However, you can discuss
why you selected certain dayparts for TV and radio in this section. You can also provide reasons
for the length of a TV/radio ad or the size of other types of ads. You may also provide a cost
efficiency evaluation for some media channels based on the data availability.
Second, the supporting text should describe the scheduling pattern (i.e. continuity, flighting or
pulsing) for each media channel as well as the overall scheduling strategy. The rationale for the
scheduling patterns should be provided. You may further provide data to support your
scheduling strategy. For example, you can discuss when people start considering traveling,
when they make a purchase, and when they often travel.
Budget allocation & media evaluation:
In terms of budget allocation, consider how to allocate a budget from a customer perspective
(e.g., customers’ media usage behavior) and/or from a company perspective (e.g., industrial
standard). Regarding the former, you could reference your target audience’ media usage
behaviors. Regarding the latter, given that the target audience is in the Netherlands, you
reference companies’ media budget allocation in the Netherlands. Usually, you could easily
find relevant information on Google. Budget allocation could be in percentages or in amounts
if you can calculate the cost of an ad in a specific channel. Note: Budget allocation should be
consistent with your media mix and media objectives.
In terms of media evaluation, discuss pre-plan analysis, post-buy analysis, consumer research,
and ROI research. In this section, we aim to see if you understand what data you
need to collect regarding media mix, marketing objectives, and ROI. Note: (1) Please use
Chapter 10 of the Katz’s textbook. (2) Here, please consider the sources of media engagement
(1) In pre-plan analysis, you can compare and contrast reach, frequency, and GRPs across
different media channels based on data availability (reach, frequency, ratings). You many have
done this part (e.g., why the media mix is effective and efficient) in task 3 (media mix). Given
so, you could simply refer us to task 3, to save words. Note: (1) This section should be
consistent with the media channels discussed in the media mix and media planning sections.
(2) Though you may not compare all vehicles included in the media mix, please try to compare
some vehicles for which data are available.
(2) In post-buy analysis, discuss what data should be collected to monitor whether ads ran as
scheduled and assess the effectiveness and efficiency of each media vehicle (refer to media
metrics including reach, frequency, CPM, TCPM, CPP).
(3) Explain how you should implement consumer research to evaluate whether the selected
media mix has been successful in achieving your marketing objectives. For example, what data
would you need to collect for each media vehicle of paid, owned, earned media, and marketing
objectives? Given TV, you may consider spending. Given paid social media, you may consider
the number of likes, shares, and comments. Given marketing objectives, say brand
attractiveness, you consider what questions you ask your target audience regarding brand
attractiveness. One example is “To what extent is UK an attractive tourism country to you?”
The methodology section of academic articles (e.g., week 1, 3, and 4) provides you good ideas
of what data you need to collect.
(4) Mentioning ROI impact is OPTIONAL for the assignment. ROI impact is used to evaluate
whether media mix increases firm value in Tobin’s q or stock return, for example. In this section,
simply discuss the data requirements (i.e., firm value) for media evaluation.
We would hope to see good appearance, structure, and language. The assignment should have
smooth flow and accurate references, figures and tables. Well use visualization. Your report
should be organised around five separate sections titled as explained above.
Types of media
• Paid media • Owned media • Earned media
Paid media:
• TV • Radio • Newspapers • Magazines • Outdoor :One-way communication
• Digital display • Digital search • Digital video • Paid social media:Two-way communication
on any digital devices (computers, iPad, mobile phones)
Owned media:
• Product placement • Brand website • Custom events • Sponsorship • Influencers
Earned media:
• Word of mouth • Social media • Organic search • Public relations
Macro environments
• Category development index (CDI) = /

Market positioning
• Brand development index (BDI) = ′ /

How to find your customers/segmentation:
• Decide which segmentation variables you intend to use – Demographics (e.g., gender,
income, education, household size, religion) – Life stage (e.g., age, living situation,
discretionary income) – Geographics (e.g., international, national, state, city, climate,
urban/rural) – Psychographics (e.g., social class, lifestyle, personality) – Behavioral
characteristics (e.g., usage rates, user status, brand loyalty) – Benefits sought (e.g., specific
problems solved by product, specific benefits offered)
Some theories of choosing segmentation variables
• Role theory (Biddle 1986, p68) – Human beings behave in ways that are different and
predictable depending on their respective social identities – Examples: demographics
• Self image (Dittmar, Beattie, and Frises 1996; Plummer 1974) – Shopping is a symbolic
signifiers of taste, lifestyle and identity – Examples: lifestyles, personal traits
Importance of segmentation in marketing
• Effectively allocate resources to right customers, because you do not have unlimited
• Understand how to communicate with right customers, because you need to create
effective communication contents (communication strategies). – Is brand logo important?
For whom?
• Logo important: Communication strategy for loud logo
• Logo not important: Communication strategy for quiet logo
How companies segment and target
• After deciding segmentation variables, companies could use the following two ways to
segment and target – Use secondary data (buy data or look up information)
• Find which secondary data provides information about segmentation variables
• Where to find secondary data – Buy data (e.g., Mosaic data from Experian or TransUnion
data, today’s lecture practice) – Look up information (e.g., Google, your task for the
assignment. This week’s seminar practice)
Mosaic data
Circulation & readership
• The circulation is the number of copies sold. • It is verified by Audit Bureau of Circulations
or Verified Free Distribution. • Readership is the number of readers per copy, typically a
daily newspaper will have 2+ readers – Daily Mail circulation is 1.49 million – 2.16 readers
per copy = 3.22 million readers per issue of which: • ABC1 is 2.08m • C2DE 1.3m • 35 years
+ is 2.94m • 1.806m Women vs 1.548m Men
Magazine readership
• Magazine rates are based on the guaranteed circulation that a publisher promises to
provide. • Magazine circulation is the number of copies of an issue sold, not the readership
of the publication. • Several companies verify the circulation of magazines, along with the
demographic and psychographic characteristics of specific readers.
The radio audience
• The radio industry and independent research firms provide several measures for
advertisers, including a station’s coverage. • Coverage is the number of homes in a
geographic area that can pick up the station clearly, whether those homes are actually
tuned in or not. • A better measure is station or program ratings, which measure the
percent of homes actually tuned in to the particular station.
The television audience
• A great number of advertisers consider television their primary medium.
• Television viewers are sometimes irritated by the intrusiveness of advertising and will
often switch channels or zip through commercials.
• How to deliver a message to target audience effectively?
• Exposure is television’s equivalent to circulation.
• It measures households with sets turned on, a population referred to as households using
television (HUT).
Key Steps in Media Planning and Media Measures & Calculations:
The media plan:
• The media plan is a written document that summarizes the objectives and strategies that
guide how media dollars will be spent.
• The goal is to find the most efficient and effective ways to deliver messages to a targeted
Media objectives:
• Media objectives are the goals that a media planner believes are most important in
helping to attain marketing objectives. • Goals include; • determination of which targets
(persons most likely to purchase a given product or service) are most important, • how
many of those targets need to be reached, and • where advertising should be concentrated
at what times.
Media strategies:
• Media strategies develop out of objectives. • A media strategy is a series of actions
selected from several possible alternatives to achieve the media objectives in an optimal
way. • Media strategies will cover such decisions as: • which kinds of media should be used,
• whether national or spot broadcast advertising should be used, and • how ads should be
Media tactics:
• After the strategy is determined, the implementation of the media plan b…
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