UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)

Faculty of Arts and Social Science (FAS)

UAMA2023 : Media Planning

ASSIGNMENT 2 : Media Execution (20%)
Due : Week 12
Type : 5-6 students per group

COURSE OUTCOMES:

Weightage to
COs PO MQF
this Course (%)
CO3 - Plan a media campaign on a monthly media schedule PO3 MQF6 20
with a mixture of various media vehicles.
Total 20
OBJECTIVES

At the end of this project, student should be able to:

1. Identify the elements of media planning
2. Demonstrate the process of advertising campaign planning
3. Develop clarity of thought while discussing media in a campaign environment

INSTRUCTIONS:

▪ You are required to work on a media plan for a LOCAL brand focusing on the media
planning process as a group project throughout this semester.
▪ The period of this campaign is expected to run on a 12 month basis. For simulation
purposes you’re given full authority to pick any existing brand in the market as your
client.
▪ You’re required to choose a minimum of two (2) different media, these media will be
organized into primary media (min 1) and supplementary media (min 2).

▪ Total budget allocated for this campaign is RM2.5 million for media buying, which
excludes the production cost (eg, creative costs not required).
▪ Apart from submitting the above mentioned project, you’re also required to present
YOUR OWN media plan through pitching. Please refer to the project guideline for
detailed information.
▪ Be aware of the COVID-19 and current affairs when planning your media.

AV, FAS/ Jan 2023.

 UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)
Faculty of Arts and Social Science (FAS)

PROPOSAL GUIDELINE:
1. Brief brand particulars/ details
2. Situation analysis
▪ Market History
▪ Distribution Channels
▪ Current Consumer what the brand has done so far.
▪ Product Life Cycle
▪ Current Advertising Analysis
3. Target Audience Analysis (YOUR CHOSEN TARGET AUDIENCE)
▪ Demographic
▪ Psychographic
▪ Geographic
4. Marketing Objectives (overall aim of the brand/company)
5. Advertising Objectives (content of ad with which audience chosen)
6. Media Objectives (media use)
7. Big Idea: Advertising content - Creative output / examples of advertisements (Ads samples
should be placed here; should relate to advertising objective)
8. Media Selection: justification of chosen media
9. Media Strategy & Scheduling Type: (How can you achieve the media objectives? Media
tactics? Scheduling type on monthly basis according to the medium selected/ timing/seasonality)
10. Budgeting & Media Buying: (allocation of budget & media vehicles)
11. Media Flowchart in a separate EXCEL Sheet
12. Citations should be given when writing factual statements of the brand.
13. Appendices if any.
14. Pitching presentation: 5-10minutes pitch of media plan to the client. A representative can
present on behalf of the group (not necessary to have all members to present)

SUBMISSION REQUIREMENT:

▪ Font: Times New Roman or Arial ONLY (11font size, 1.5 spacing).
▪ Proposal report submission printed in A4 with cover, black tape binding.
▪ A copy must be submitted in PDF format in the shared Google drive.

AV, FAS/ Jan 2023.

 UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)
Faculty of Arts and Social Science (FAS)

▪ Proposal must include: Front cover/ report with student names and ID number.
▪ Presentation: Prepare a simple slide for a 5-10 minutes pitching presentation.
▪ PRINTED HARDCOPY TO BE SUBMITTED DURING TUTORIAL CLASS
▪ As a backup, submit all documents in a folder titled with your brand name
▪ To include: Proposal report, flowchart, marking rubrics and presentation.
▪ Citations should follow APA 7th edition.
▪ Plagiarism is strictly prohibited, if found to be plagiarized, 0 marks will be
awarded. Turnitin will be used for your reports.
▪ Submission folder title should be as: UAMA2023_GroupNumber (Eg.
UAMA2023_Group1)
▪ Submit to shared Google file:
https://drive.google.com/drive/folders/1Y3HZIXzeKiBZrQxxhCZjM96KSrM5YQAe?usp=share_link

MARKS ALLOCATION (20%)

Media plan brief and content 10

Media Selection, schedule and buying 10
Flowchart 10
Presentation/ pitching 10

TOTAL 40 (*/2)

Deadline:
REPORT : Week 12, 2022: Submit in YOUR Tutorial Class
PITCHING : Week 13, 2022: Present in YOUR Tutorial Class

*2 marks will be deducted for every day (including Saturday, Sunday, and any holiday) after the
relevant deadline.

FAS Barring Policy:

1. 80% of attendance at lecturers/tutorials/practical is required for ALL students.
2. If students are absent from lectures/tutorials/practical, they are to submit supporting
documents of: Medical Certificate (MC), death certificate of immediate family member,
police report within 3 working days to FAS FGO office.
3. If students are barred, students are to submit appeal letter by Tuesday, Week 13 (long
trimester) / Tuesday, Week 6 (short trimester) at 5:00PM to FAS FGO office.
4. Head of Department (HOD) will investigate or interview the students as they see fit and
make a decision accordingly.

AV, FAS/ Jan 2023.

 UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)
Faculty of Arts and Social Science (FAS)

5. Other cases are subject to approval from the Dean of Faculty.

Assignment 2: Media execution (20%)

Name of Brand:
Student’s Name:
Date of Submission: Tutorial Class: T1/ T2/ T3/T4/T5
Marking Rubric
Level 1 Level 2 Level 3 Level 4 CO3
(Beginning) (Developing) (Accomplished) (Exemplary) Score
10 marks 0-2 marks 3-5 marks 6-8 marks 9-10 marks
No or lacking in relevant Passable content of Good explanations Excellent campaign
Media plan content of campaign. campaign brief. and descriptions of brief with ample
brief and Wrong SWOT analysis Minimal description campaign brief. details given. Right
content done. Irrelevant and given for target Relevant target target audience in
inappropriate audience audience and SWOT audience chosen line with brand and
targeted. Key points analysis. Lack of with abundant very good SWOT
missing in campaign research done. details and right analysis.
briefs. SWOT analysis.
10 marks 0-2 marks 3-5 marks 6-8 marks 9-10 marks
No understanding at all Some understanding Good understanding Excellent
Media of media selection. of media selection and of media selection understanding of
selection , Wrong calculation for scheduling. Media and scheduling. media selection and
schedule and scheduling and buying. presented buying is Organized media scheduling. Media
Irrelevant details adequate. buying and can buying is on point
buying
presented. Sufficient details given. clearly see the with the selection
details of the media. with organized
details of the media.
10 marks 0-2 marks 3-5 marks 6-8 marks 9-10 marks
Wrong description/ Very brief description Adequate Excellent
Flowchart explanation and for each media description and description and
disorganized media flowchart used. organization for the organization of
flowchart. Lacking in organization media flowchart content relating to
No research done for the advertisement used. the advertisements
based on the media/ and brand presented. Sufficient and and media used in
advertisement and relevant research the flowchart. Good
brand presented. shown for research for
advertisement and advertisement and
brand. brand.
10 marks 0-2 marks 3-5 marks 6-8 marks 9-10 marks
Poor/ disorganized Brief content Good pitching of Excellent pitching of
Presentation/ pitching content. presented content. campaign content. the campaign
pitching Irrelevant details Passable use of Adequate details content. Organized
presented. Wrong details to pitch the presented with thoughts and
content. campaign. organized pitch. content with exciting
pitch.
/40
Total
/20

Comment:

AV, FAS/ Jan 2023.

 UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)
Faculty of Arts and Social Science (FAS)

_______________________________________________________________________________
_______________________________________________________________________________

AV, FAS/ Jan 2023.