MEDIA_PLANNING__SEM_2_.doc

Target Audience Analysis1). Our main target audiences are 25-45 years old, working adults who live in the city. 2). Our secondary target audiences are 18-24 years old, young adults who are either studying or working.PART I - DEMOGRAPHIC INFORMATIONi). GENDERo Based on our survey conducted on our main target audience, we have managed to observe that the female gender uses almost as much petrol as the male gender.RATIONALE : From this result, we know that nowadays, the number of working women has increased, thus the usage of petrol as well. ii). AGEo From our research, we know that most of the users are within the age category of 25-30.RATIONALE: Reason being, is because this age category is an active one in terms of their lifestyle and is career oriented as well as job requirement and social life.iii). INCOMEo The survey shows that our target audience has the average income of RM 5600.RATIONALE: Most of our respondents are of the educated level and the more disposable funds they have, the more they travel.PART II - PSYCHOGRAPHIC INFORMATIONi). INTERESTSo According to the response, our target audiences have a higher interest in entertainment which includes music, photography and show/concert as well as in sports and recreation which includes fishing, golfing, and outdoor activities.RATIONALE: As the saying goes, “all work and no play make Jack a dull boy”. Since our target audience is from an educated level, so its logic that they keep themselves updated with the latest entertainment as well as manages a healthy lifestyle with sports and recreation.ii). TRAVELLING IN VEHICLESo It is clearly shown that 92% of the respondents use their vehicles everyday.RATIONALE: It is common knowledge that almost everyone drives to his or her working places; despite of having public transportation, therefore their fuel consumption is high.PART III - MEDIA RESEARCHi). SELECTION OF MEDIAo Based on the graph, it is visible that 24 out of 25 of our target audience chooses newspaper as their main media medium, followed by radio, 22 people, Internet 21 people, TV 19 people, and magazines 17 people.RATIONALE: It is common sense that the most convenient way to excess the latest information is through newspaper, since it gets delivered to the office everyday. Whereas, when people drive, its an automatic habit that they turn on their radio, especially during morning and evening drive. That explains our chart that 22 people listen to it daily. As for Internet, its a technology world today. If you are working, you cant escape the net, as its the fastest way to update information and that to explain why 21 out of 25 of our respondents surf it.PART IV - SITUATIONAL ANALYSISi). MOST PREFERRED BRANDo We came up with 5 of the most popular petrol kiosk in Malaysia, Shell, Mobil, BHP Petrol, Caltex and Petronas. Divided into 3 charts, most preferred, preferred, and least preferred. According to the pie charts, its visible enough that Shell is the most preferred petrol brand by 60%, followed by Petronas 16%RATIONALE: Shell is the most preferred brand simply because of their accessibility, well-established brand as well as effective advertising.ii). PREFERRED BRANDo As for preferred brand, it is BHP Petrol, by 32%, followed by Mobil of 24%.RATIONALE: BHP Petrol is in preferred brand rather than most preferred simply because of the sudden change in the brand name and image. Most likely, their loyal customer has switched to some other petrol and also because of the new image; people havent built a rapport with the brand yet.iii). LEAST PREFERRED BRANDo Speaking of least preferred brand, it is Mobil by 44%, followed by Caltex of 24%.RATIONALE: Mobil is the least preferred because of poor accessibility and advertising.iv). THE MOST PREFERRED MEDIUM FOR BHP PETROL ADVERTISMENTo According to the feedback from our respondents, they prefer to see BHP Petrol advertisements to appear in the newspaper by 33%, followed by radio of 16%. Outdoor advertisements were also another choice, especially billboard by 12%.RATIONALE: Most prefer to see the advertisements in The Star because its nations number 1 paper; therefore it is able to reach masses better. Speaking of radio, their choice is Mix Fm. This is clearly due to the age of our target audience. As all of us know, Mix Fm caters for adults age 25-45, since its their prime target audience as well.Media Monitoring ReportBHPetrolPrint Ad - Newspaper- advertised in Sin Chew Daily, Nation Section (pg 17) on 20/3/06, in Chinese- positioned at the bottom right corner in 1-Spot color(Orange), 22.9cm x 37cm (width x height). - The creative is focusing on promoting the Cash Diesel Fleet Card, as an incentive for transport firms to favor diesel fuel over petrol by giving a discount of 15 sen on standard market prices. Orange colour used as background is because Orange is the corporate colour for BHPetrol. The body copy also mentioned that application forms are available at BHPetrol Kiosks.- advertised in The Star, Star Two Secton (pg T15) on 26/5/06, in English, in full page, full colour- Not an ad on BHPetrol, but as one of the sponsor of talent search reality show called “One In A Million”. The Logo of BHPetrol is printed below of the programs ad.Broadcast Media Television- Aired in 8TV, at 5.45pm on 19/6/06.- Especially on Friday between 9.30pm to 10.30pm, because BHPetrol is one of the main sponsor of the talent search reality program called “One in A Million”- The advertisement message is on delivering good service to customers.Broadcast Media Radio- 10am -11am at MixFM, take part in contest to win MasterCard gifts and BHPetrol VouchersOut of Home Ad- Banner at the petrol kiosks, and ceiling flags in the convenient stores- “One in A Million” Billboard with BHPetrol Logo at Section 16, Petaling Jaya- Ads above the pump machine at petrol kiosksPetronas (Competitor)Print Ad - Newspaper- advertised in New Sunday Times: Cars.Bike.Trucks and Sport Section, in English- Sin Chew Daily & China Press: Nation Section, in Chinese- New Strait Times: Sport section, in English- The Star : Nation section, Star Two and Cover page, in English- Most advertised in The Sun: News Without Borders and Sports section, in English- Malay Mail : U Buy U Sell, in English- Intensive advertising in the month of June due to the launching of new petrol, Petronas Primax 3- The advertisements are mostly in Full Colour, but there are also some in Black&White, and Spot Colour too- They also used many full page advertisement- The size mostly ranging between (Width X Height) 26cm x 37cm, 6.3cm x 10cm.- The advertisement message are more emphasizing on the power and strength that Petronas Primax 3 can give, and its engine cleansing performance. Petronas also came out with three different visual image in advertising Petronas Primax 3Broadcast Media - Television- advertised in 8TV in between 9.00pm to 12pm on 28/6/06- in AXN at 8.20pm, 29/6/06 - There are 20 seconds version and also 1 minute version.- The message is also emphasizing on the speed, power and strength that the petrol can provide.Out-of-Home Ad- Banners of various sizes at petrol kiosks- Ads above the pump machine at petrol kiosks- Stickers at the door of the convenient stores at petrol kiosks- Poster on promoting Diesel Subsidy Card- Brochures on Petronas Primax 3Shell (Competitor)Print Ad - Newspaper- Sin Chew Daily, Nation Section, pg 7, Bottom right (23cm x 36.5cm) full colour, on 20/3/06- In collaboration with Ferrari, visual shows ocean wave sh