Guidelines: Textual Analysis and Planning Report

3. Part B: Planning Report

Part B: Planning Report (Strategic imperatives)

Instructions:

Research and write a 1200-word planning report that describes

what you consider to be the strategic imperatives of your selected

advertisement by providing insight into the following areas:

 Consumer behaviour – Describe how relevant models of

consumer behaviour can be applied to the campaign. Choose

one or two of the theoretical models (e.g. purchase decision-

making process, engagement/involvement factors and

consumer roles, etc) and elaborate in relation to the product

and/or product category.

 Situation/environment factors – Based on your research,

develop a bullet point PEEST analysis that responds to your

research into relevant situational factors in the broader social

and market environment. Give 3-4 relevant factors for each

section.

 Segmentation – Develop a segmentation table that describes

at least four different segments that may exhibit demand for

 this product offering. Use the Roy Morgan and ABS sources as

your guide and adapt as required for the product/product

category.

 Target audience profile – Identify which segment (chosen

from your segmentation table) would be the most profitable to

target and write succinct narrative profile about this target

audience (1-2 paragraphs). It might be a single segment from

the table or a compound of elements from several. 

 Advertising effects – Identify the advertising objectives and

effects you believe this advertising campaign has been

developed to achieve. Use the list of objectives and effects

from the textbook as your guide. Choose 2-4 of the most

significant ones and elaborate as relevant to the campaign.

 Media mix choices – Based on your research, identify at least

two other media channels and vehicles that could be used to

support the ‘big idea’ communicated in the advertisement;

provide rationales for your choices.

Part B must show evidence of research by drawing from from

the unit textbook and at least one (1) scholarly source and at least

four (4) government, industry and/or trade sources to help frame

and substantiate key points or claims. For the sake of clarity and
economy, where possible you will focus the analysis primarily on

the Australian market (i.e. what kinds of planning issues would need

to be considered for the campaign and/or product category to operate

effectively in  Australian markets).

Formatting 

Title Page

You need to include a title page at the start of each part (Part A and

Part B) with your details (name, student number, etcetera) and the

name of the advertiser and product category your report is analysing.

Part B: Planning Report

Part B requires you to produce a 1200-word planning report based

on your selected television commercial where you identify its

strategic elements and make recommendations for media vehicles

that you believe should be part of the advertising campaign. Given

the professional practice nature of this task, you will present your

findings in Part B using a report format of the kind used in

advertising and cognate industries. 

Unlike a case study which presents and defends an argument, a

report simply presents information about a topic in a structured,

easy-to-follow format. Reports are divided

into numbered sections with headings and subheadings with

each section offering a discrete and succinct summation of content.

Report structure

Your report will need a title page (see above), followed by a table of

contents. Here is a template for you to follow that is suitable for a

project such as this assessment task.

Table of contents

1.0 Consumer behaviour                              

p.x

2.0 Situation/Environment factors                

p.x

3.0 Segmentation                                          

p.x

4.0 Target audience profile.                          

p.x

5.0 Advertising effects                                  

p.x
6.0 Media mix choices                                  

p.x

7.0 References                                              

p.x
Part B of this assessment task, does not need an introduction and

conclusion. 

Headings should be used to identify different sections. Start each

section on a new page. Include the page numbers for each section in

the table of contents (i.e. don't write p.x as above but instead state

the actual page number).

Subheadings – for example 1.1 Consumer decision-making process

or 2.1 Political influences, 2.2 Economic influences, etc – can also

be used; these don't need to be placed on a new page. If you include

subheads, include these in the table of contents and provide page

numbers.

Models and formatting for Part B will be workshopped in classes.

Referencing

You are required to use in-text references (Harvard style) and

include a final reference list at the end of your assignment. The

reference list is not included in the word count for this assessment.

You will need to acknowledge authorship of facts, numbers, figures

and ideas that are not your own. 

You are required to use the Harvard referencing style (you are not

permitted to use another style for this unit). Not providing in-text

references and a well formatted reference list will have a significant

impact on your overall mark.

In addition, please note the following general

formatting instructions:

 Submit in Word or PDF document format

only
  Both the left and right margins should be set

to 2.5cm

 Use 12 point font size of an easy to read font

 Use double spacing throughout the

document

 Place page numbers on every page

 Include your name and student number in

the footer of the document

Research for Part B

The weekly classes, study guide and textbook will provide the

foundational knowledge you need for this assessment. We will also

be applying relevant models and discussing appropriate research

strategies in weekly classes. You are encouraged to explore the

holdings in Library to find appropriate scholarly sources for your

research.  Below are links to additional government and industry

sources that may prove useful in developing your analysis in Part B.

These sources are available via the Library,  the State Library of

Victoria and/or external websites

(NB: Due to library access issues for many students, we have

provided select research sources for Part B which can be accessed in

the companion file here on Moodle: Assessment Task 3: Research

Document Downloads)

IBISWorld

IBISWorld is a leading global provider of market and industry

research. Its database provides access to detailed reports and useful

information on industry characteristics. The IBISWorld database is

available via the Library, however it is not currently accessible by

undergraduate College students. As a workaround, you can

access IbisWorld via the State Library of Victoria. To do so, you

need to visit the Library in person in the City and use one of their

on-site computers or you can access the database from home if

you register with the State Library and get a user account.

Registration is completely free and well worth doing, especially if

you planning to study in Melbourne for a few years, as the State

Library provides access to a wide range of excellent resources other

than just IbisWorld. Click here for State Library registration.

Passport

Passport provides information on industry trends with a global

perspective. You can use the drop down menus to identify specific

geographically based industries or use the search box using terms

such as 'supermarkets in Australia' (filter by date to find the most

recent information).

Roy Morgan Research

We don't have access to all reports developed by Roy Morgan

Research. However, a search of their website can often yield useful

information about Australian consumers and media use.

Australian Bureau of Statistics

The Australian Government provides an impressive amount of data

about how Australians live today. The website is a little difficult to

navigate but well worth the effort in preserving when you find data

that provides useful consumer insights.

Ask a librarian

Our subject librarians can help find the information you need. Be as

specific as possible when asking a question to allow them to best

assist you. Here are the details of our Arts Librarians:

Contact information for Deakin Librarians

NB: Research and essay writing assistance

For further information on how to structure and write a research

essay,  see the excellent online Guide to Essay Writing provided by

the Academic Skills unit at University. If you require more

personalised assistance, make a booking with one of the Student

Learning Advisors available to you free-of-charge throughCollege.