AMB224 Consumers and Media Channels

Assignment 1 Consumer Research document

Your information is to be presented in PowerPoint format. You have a maximum of 25 slides provide your research information (approximately 2,000 words) and it is expected that you will used graphs and charts to demonstrate large amounts of information.

Learning Outcomes from this assessment

• ULO1 Interpret sources of secondary research on consumer behaviour, media usage and audiences to develop consumer insights (KS 1.2, HO 2.2)
• ULO 2 Use sources of secondary research to conduct critical market and product analyses in real world contexts (KS 1.2, HO 2.1)
• ULO 3 Present media insights and strategy to a professional audience, utilising effective written and oral communication skills (PC 3.1, 3.2)

At the beginning of the semester, you will be provided with a real-world media planning brief and Assessment 1 and Assessment 2 will be based around this brief.

The aim of Assessment 1 is for you to demonstrate your ability to thoroughly research a target audience and to analyse this research to provide a PowerPoint deck which outlines the key findings and insights from your research.

Assessment 1 is the starting point for your Media Strategy (Assessment 2) which you will present in Week 13.

Consumer Research Document

The purpose of Assessment 1 is to demonstrate your ability to thoroughly investigate the target audience that relates to the brief.  The challenge here is to decide what information is important and relevant.

This project requires an extensive amount of work.  Each week during the lecture and in the 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 (e.g., Roy Morgan data, Australian Bureau of Statistics data, academic journals, and industry publications).  You will be evaluated on your ability to research information, to analyse the information and present it in an easily understandable manner.

Your consumer research document consists of the following.

1.Target Audience analysis (15 marks)

Using information from Roy Morgan data, ABS, and other credible sources you are to provide a demographic and psychographic profile of the consumers that you are aiming to reach.

This is your chance to show that you understand the target audience.  Make sure that you provide an overview of that shows what is important to them?  Where do they live?  What are their media habits and how will this influence your media strategy?  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 are to consider the customer path to purchase and barriers to purchase and how this will impact your media approach.  You will provide details of this target audience’s media imperatives and explain their media usage. The ability to analyse the data is important here.  Make sure that you consider the implications of the information rather than providing information for the sake of it. (Max 15 slides)

2. Product and Market Analysis (5 marks)

In this section you are to provide relevant research that provides information about the product. You are to provide a description of the product and the product category 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 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 cite where your findings come from.  You are to indicate the relevant points that may have an influence on your media selection and plan. (Max 5 slides)

3. Observations and Insights (15 marks)

From the market analysis, product analysis and target audience analysis you are to provide observations that form a creative and overarching key insight. You are to consider how this insight might be used as part of an advertising approach.  Does this insight impact your media approach or your creative options?

This insight is to form the starting point for your media strategy which will be presented in Week 13. The insight should be creative and be based on your findings and observation.  Make sure you justify why this insight is relevant to this target audience. Developing creative and relevant insights is often the area that students find most challenging, so we run a workshop on how to develop creative insights. (Max 2 slides)

4. Inclusion of evidence (10 marks)

This section is graded on how well you justify and support your findings across the assessment.  Make sure that you don’t just provide information for no reason.  Make sure that the information that you provide is from credible sources (both academic and industry sources) and that you reference the source.  When grading this section, we are looking at the variety of sources and the credibility of sources.

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.  Your PowerPoint deck should contain an introduction, conclusion and reference list. (Max 3 slides)

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