Media Planning assignment from university subject at QUT. Achieved 98% for this task.

1. Personalised Plates Queensland
(PPQ)
Media Research
Document
Emily Seiler
N9179798
Semester One, 2016

2. PPQ at a Glance
• Allows Queenslander’s to customise the characters, colours and designs
displayed on their licence plate (PPQ, 2016)
• Over 72’000 plates sold in 2015 (Cooper, 2016)
• Appeals to highly fragmented market (Cooper, 2016)
• Price point begins at $195 (upgrade government issued plates) and extends to
$5’000) (PPQ, 2016)
• Premium is paid for non-standard combinations and unique plate designs (PPQ,
2016)
• Queensland’s primary provider of personalised plates trading primarily online
(PPQ, 2016)

3. Existing Products and Advertising
Existing Products
• Basic range offering the option to select
colours and character combination, starting
from $465
• Option to redesign existing plates, starting
from $95
• Constant and consistent product
diversification to appeal to target
consumers in highly fragmented consumer
base (PPQ, 2016). Eg. NRL range, cartoon
character range, QLD landscape range and
more.
• Most recent move was the Glam range
targeting young Queensland females
Current and Historical Advertising
• Consistent creative use of traditional
media (posters and billboards), cohesive
with brand’s image of individuality and
self-expression (B&T, 2013)
Glam Plates Launch
• Intensive online and outdoor advertising
• Promoted through competition to win
holiday worth $5’000 (PPQ, 2016)
• Same target segment for new product,
just adding to the Glam range (PPQ
Media Brief, 2016)

4. The New Additions to the Glam Plate Range
Campaign Objectives
Communication
• Awareness and create hype
• Position as celebration of style and personality
Media
• Maximise reach and frequency throughout launch
• Motivate purchase through targeted media and
contextual environments
• Drive product research, enquiry or purchase
The Campaign
• Appeal to young, fashionable women in the
greater-Brisbane area
• Promote personal expression through plates
• 1st-31st July 2016
Measurement Metrics
• 600 plate sales in first month post launch
• 4k new Facebook fans
• 8k new PPQ email database leads (through expression of
interest facility on Glam landing page
• +20’000 unique landing page views
To achieve these objectives, it is imperative that the
market, product and the target audience’s (TA) values,
activities and media consumption habits be well
understood.
(PPQ Media Brief, 2016)

5. Market Analysis: Product Category
Product Category
• Classified as a high-involvement automotive
accessory for aesthetics (Biddle, 1991)
• Market has been experiencing consistent and
healthy growth globally over the past decade
(Automotive parts and accessories stores –
quarterly update, 2015)
• This growth is forecast to continue (Automotive
parts and accessories stores – quarterly update,
2015)
• Industry leader for automotive accessories in
Queensland is Supercheap Auto (Automotive
parts and accessories stores – quarterly update,
2015)
Who is Interested in this Product Category?
• Automotive enthusiasts
• Self-image enthusiasts (Management Today,
2005)
• Motorists craving the best comfort, style and
customising of their primary or accessory vehicle
(Automotive parts and accessories stores –
quarterly update, 2015)

6. Market Analysis: Competitors
Competitor Identification
PPQ offers a unique product, unrivalled by other plate makers in the Queensland Market place (PPQ, 2016). Despite no direct competitors,
due to the high price point of the product, PPQ will face competition from within the automotive accessory market from businesses
competing for the same consumer dollar (Biddle, 1991).
Despite Supercheap Auto being the market leader in the automotive accessories industry, they pose little to no competition
as competition will stem from products with high price points that offer the same aesthetic benefits to the consumer
(Biddle, 1991). Supercheap Auto’s products provide mostly functional benefits and have a generally lower price point, so
products can be consumed complementarily (Automotive parts and accessories stores – quarterly update, 2015). It is
difficult to identify business competitors as competitive products are offered by mostly small, local businesses of which there
are many; all having similar earnings and market share.
Goods or Services that Pose Competition
• Metallic or custom aftermarket paint jobs
• Premium seat covers
• After market leather interiors
• Custom rims and hubcaps
• Car wrapping/stickers

7. Market Analysis: Competitor Activities
Examples of Advertising and eCommerce
Findings
• Competition goes largely unadvertised due to minimal budget as a
result of competition coming from small, owner operated
businesses (Hoxie, 2011)
• Majority of advertising takes place through word of mouth, online
forums and trading posts (such as Gumtree) and local news papers
and other small publications.
• A majority operate online (Hoxie, 2011)
• This is overcome by the speciality of the product and potential
customers seek out a provider (Automotive parts and accessories
stores – quarterly review, 2015)
• Due to minimal advertising, brand image and awareness for
competitors is low (Hoxie, 2011)
Where, When and How are Competitors Advertising?
PPQ’s high brand image and awareness give the brand a competitive edge within the market. PPQ’s advertising budget is
taken from the Department of Transport and Main Roads annual budget which was $6.1m in 2012, allowing for far greater
advertising expenditure than competitors (B&T, 2013).

8. Market Analysis: SWOT Analysis
Strengths
• Low competition in market
• High potential revenue (Automotive parts and
accessories stores – quarterly update, 2015)
• Highly fragmented market (Automotive parts and
accessories stores – quarterly update, 2015)
• Personalisation of product
• Long-lasting
Weaknesses
• High price point
• Lack of necessity (Management Today, 2005)
Opportunities
• Consistent healthy market growth for over a decade
(Automotive parts and accessories stores –
quarterly update, 2015)
• Product diversification opportunities
Threats
• Shift away from owning a car (Yu-Chiun, 2009)
• Rising price of fuel (Biofuels Digest, 2014)
Strengths, Weaknesses, Opportunities and Threats within the Auto Accessory Market

9. Market Analysis: Pest Analysis
Political
• Regulations and restrictions on automotive
modifications (Management Today, 2005)
Economic
• Price of petrol (Biofuels Digest, 2014)
• Costs associated with owning a car (Biofuels Digest,
2014)
Social
• Product viewed/dubbed as vain (Management
Today, 2005)
• Higher consumption among peers will likely increase
purchases (bandwagon, 1991)
• Pushing for ‘greener’ transportation modes than
personal car (Biofuels Digest, 2014)
Technological
• Speed camera detection
• New possibilities for product diversification
Political, Economic, Social and Technological Impacts on the Auto Accessory Market

10. Market Analysis: Overview
Key Factors Identified
• PPQ falls within the Aesthetic Automotive Accessory Market
• No direct competition
• Competition will stem from products with a similarly high price point that have the same
benefit to the consumer (a visible and exclusive accessory for their car)
• Businesses that offer competitive products such as custom paint jobs, hubcaps and interiors,
are small, localised and go largely unadvertised
• As businesses are competing for the consumer’s dollar, advertising needs to persuade the
target audience that PPQ’s product is superior to other automotive accessories; this will be
discussed in the following section, Product Analysis
Market Summary
PPQ has a clear advantage in the market as a large, established business with a positive and
unique brand image. Having a large, government funded, advertising budget (sharing in around
$6m), they have an invaluable asset and advantage over smaller competition (B&T, 2013).

11. Product Analysis: At a Glance
Personalised Plates
• A unique, long lasting product
• Anyone can find a plate to suit them!
Past releases have seen sports
teams, cartoon characters,
Queensland locations and even
charities featured as plates (PPQ,
2016)!
• Combinations from 2-7 characters
(PPQ, 2016)
• Pricing ranges from $465-$5000
(PPQ, 2016)
The Glam Range
• First of Glam Plate range “Lace”
• Introduced October 2015 (PPQ, 2016)
• Seven colour options
• Standard 5 or 6 character combinations (PPQ, 2016)
• Targeted at females
The New Additions
• Also priced at $495 (PPQ Media Brief, 2016)
• Singular colour option for each design (PPQ
Media Brief, 2016)
• Standard 5 or 6 character combinations (PPQ
Media Brief, 2016)
• More womanly than girly
The Lace Designs
New Leopard Design
New Diamond Design

12. Product Analysis: Benefit to the Consumer
Through creative advertising, unique branding and most importantly, offering a unique and customisable product, personalised plates are seen
as a vessel of creativity and self-expression. Despite having no real purpose or need as plates are supplied by the Queensland Government, they
remain a staple car accessory, with Queenslanders purchasing more than 72’000 last year alone (Biddle, 1991)(Cooper, 2016).
What Value Do Personalise Plates have to the Consumer?
Personalised Plates are often dubbed ‘vanity plates’ as they are quite costly and trivial
(Management Today, 2005). Personalised plates, in particular the new additions to the Glam
Plates Range, are a symbol of style, status, success and self-expression. These attributes all
combine to create the consumers’ perceived value of the plates. The benefit of these
personalised plates then falls into the self-actualisation level of Maslow’s Hierarchy of Needs
(Gordon Rouse, 2004). The hierarchy describes how a human’s needs progress as they achieve
and fulfil each level of the pyramid; beginning with basic physiological needs and concluding with
self-actualisation needs (Gordon Rouse, 2004). As the plates are placed in this self-actualisation
category, only consumers who have fulfilled the base tiers of the hierarchy are likely to see value
in this product, thus being a key factor in purchase behaviour (Gordon Rouse, 2004).
Maslow’s Hierarchy of Needs
Because of these factors, the plates are likely to appeal to the Roy Morgan Value Segment of Something Better (Roy Morgan Research,
2016). According to the Roy Morgan website, “Something Better refers to the pattern of responses most often associated with people
wanting a bigger, better deal out of their life. They tend to be competitive, individualist and ambitious people who are seeking more out of
their life” (Roy Morgan Research, 2016).

13. Product Analysis: Path to Purchase
Based off the high pricing and consumer value of the new Glam Plates, it can be concluded that they are high-involvement,
emotional purchase (Biddle, 1991).
High Involvement Purchase Behaviour
When making a purchase, every consumer follows an iteration of the
Consumer Decision Making Process Model (as pictured below). When the
purchase is high involvement, the emphasis the consumer places on the
information search, evaluation of alternatives and purchase decision
stages are heightened (Dens & De Pelsmacker, 2010). To overcome this, it
is critical that PPQ have information about the range readily available and
clearly explain the benefits the product holds over that of competitors.
Consumer Decision Making Process Model
Specific to the Glam Plate Range
The Theory of Planned Behaviour (TPB) suggests that a significant
element of the consumer decision process is that of social norms. It
has been documented that within industries dealing with fashion
and particularly personalised plates, consumers are susceptible to
the ‘Bandwagon Effect’ (Biddle, 1991). This refers to a high-
involvement, often costly good who’s value is only perceived
becomes a social and cultural norm through mass adoption,
influencing more purchases (Biddle, 1991). This suggest that it would
be most effective if in advertising the product was shown in use.
As the Glam Plates retail online, this sales channel brings with it many hurdles (Azar, 2015). It has been reported
that many people have an inherent distrust in regards to the security of their finances online, however, familiarity
with online retail can overcome this (Azar, 2015). It is clear that the TA is familiar with online retail, with more than
66% having bought something over the internet recently (Roy Morgan Single Source Australia Oct 2010-2015;
Activities).
Online Retail as a Barrier to Purchase

14. Product Analysis: Previous Advertising
Through consistent, creative and diverse advertising, PPQ has created a cohesive brand image that celebrates diversity, creativity
and individuality (B&T, 2013). Although trading online, past campaigns (as pictured below) have not shied away from the use of
traditional mediums such as print, outdoor and television (B&T, 2013).
Giant Canvas – What’s your
plate? Campaign, Nov 2010
(Above)
0OOP5 – Outdoor
Campaign, Late 2015
(Left)
The Glam Plate Introduction
Media and Strategy Used
• Social Media (Facebook/Instagram)
• Facebook paid advertising
• Taxi Back
• ‘Win a Glam Trip’ Competition
• Showed product in use
Image used across multiple platforms
(above)
Facebook Competition Ad
(Left)
DL Flyer/Taxi Back (Right)

15. Product Analysis: Purchase Channels
PPQ trade primarily online, and it is anticipated that this will be the central purchase channel for the new additions to the Glam
Plate Range. PPQ.COM.AU is compatible with desktops, laptops and most mobile devices (Hancock, 2015).
What Does this Mean for Business?
Online trading has many implication for business and
product perception, including:
• Lack of consumer trust for fear of financial security
with online transactions
• Reluctance to purchase due to inability to see the
product prior to purchase (Azar, 2015)
• A general distrust for online retailers (Azar, 2015)
Although targeting a younger market, they are not
immune from these concerns. Roy Morgan Data has
show that 43.3% of TA do not feel comfortable giving
out financial details online, whilst a further 9% a
perplexed by the complexity of the internet all
together (Roy Morgan Single Source Australia Oct
2010-2015; Attitudes). To be successful in overcoming
these concerns, PPQ must take action to reassure
potential consumers of the ease and security of
transactions.
Have PPQ Overcome these Obstacles?
PPQ have worked closely with web designers to create a website that is user
friendly, interactive, cohesive, professional and secure (Hancock, 2015).
But has it worked?
Winner Best eCommerce Solution – 2015
PPQ in 2015, won a Sitecore industry award for the design of their website
(Hancock, 2015). It was praised for being a user friendly
and immersive experience; in particular,
the ‘Create a Plate’ combination
generator (Hancock, 2015). The gradual
redesign of the website has seen a far
greater conversion rate from inquiries to
sales, resulting in higher revenue
(Hancock, 2015).
Winner of the Best eCommerce Solution (Australia &
New Zealand) in the Sitecore Experience Awards 2015.

16. Product Analysis: Summary
Findings
• Personalised plates are a high involvement
purchase based on esteem needs (Gordon
Rouse, 2004)
• Plates are seen as a symbol of status, success,
individuality and self-expression (Biddle, 1991)
• Product category is seceptible to ‘Bandwagon
Effect’
• Previous advertising has been effective in
portraying brand character as unique, creative
and humourous (B&T, 2013)
• Primary purchase channel is online (PPQ, 2016)
• Award-winning user interface that is compatible
across multiple platforms (Hancock, 2015)
How does this effect media strategy?
• Ensure information is readily available
• Use advertising that is immersive and creative
(Hancock, 2015)
• Show the product in use (Biddle, 1991)
• Ensure campaign aligns with branding seen in
previous campaigns (brand cohesion creating
consumer trust)
• Direct inquires to website with call to action
(Hancock, 2015)
• Demonstrate/communicate that the website can
be accessed via mobile as 68% of TA access
internet primarily from their mobile (Roy
Morgan Single Source Australia Oct 2010-2015;
Activities)

17. Target Audience Analysis: Demographics
Car-Dashian Profile
Car-Dashians are Queensland females, living in the Brisbane and greater Brisbane area (PPQ Media Brief, 2016). They are aged 18-49 and are hedonists, brand slaves and socially
and technologically connected. They are extroverted and like to look fashionable and stand out in a crowd (PPQ Media Brief, 2016).
Age Distribution
The below figure describes graphically the age
distribution of the segment, demonstrating that
the majority of women in this segment are aged
25-34 (Roy Morgan Single Source Australia Oct
2010-2015; Major Demos).
Education
• 72.1% have a diploma or degree
• Significantly more than the population
average of 42.5%
Geographic
• 72% live in capital cities
Employment
• 71% in full-time employment
• 22.6% Part-time employment
• 16.7% Professionals
• 18.6% Semi-professionals
Income
• Car-Dashians earn more than $20’000 yearly (brief)
• Majority earn >$70k/year (pictured on the right)
Financial Responsibilities
• 35.2% have children under 16
• 45% paying off home loan
Despite having a high income, Car-
Dashians who are paying off a home or
have children may not have a high
disposable income.
Source: Roy Morgan Single Source Australia Oct 2010-2015; Major Demos

18. Target Audience Analysis: Psychographics
Attitudes
As the TA love socialising, expressing individuality and being fashionable, it can be expected
that these factors with influence other attitudes and behaviours and ultimately their
purchasing behaviour (Dens & De Pelsmacker, 2010).
Roy Morgan Value Segment
Car-Dashians fit into both the Something Better and Look At Me Roy Morgan Value Segments
(Roy Morgan Research, 2016). Car-Dashians in the Look at Me segment deem that money is
for “spending not saving” and place high value on their appearance (Roy Morgan Research,
2016).
Car-Dashians in the Something Better segment although quite wealthy, are often in debt as a
result of always seeking something bigger and better. They are likely successful in their
career and want purchases that visibly replicate their position (Roy Morgan Research,
2016).he most difficult aspect of advertising to women in the Something Better segment is
their willingness to compare.
Purchasing Behaviour
As identified, Car-Dashians are happy to spend money to show off and ensure they have the
best, most renowned products. They make purchases based on emotions and are brand loyal
(Roy Morgan Research, 2016).
For online purchases, Car-Dashians are more trusting of financial security online and are less
intimidated by the internet than the general population (Roy Morgan Single Source Australia
Oct 2010-2015; Attitudes). They crave convenience and would love to be able to complete
most every task from their mobile device.
Claim Agreement %
I wear clothes that will get me noticed 100.00%
It's important to look fashionable 63.40%
I choose a car mainly on its looks 35.40%
I'm a bit of an intellectual 64.80%
I find TV advertising interesting 33.30%
Computers and technology give me more control over
my life 67.30%
Success is important to me 82.30%
I live a full and busy life 85.00%
I consider myself a leader more than a follower 62.90%
I go out less now than I used to 80.80%
Defining Attributes of Car-Dashians
Decided using Roy Morgan Data, 2016. All attributes mentioned have a
significant ix value.
Source: Roy Morgan Single Source Australia Oct 2010-2015; Attitudes

19. Target Audience Analysis: Activities
As Car-Dashians have been described as extroverted, social and fashionable, it would be assumed that these attitudes and values would have some influence on
their choice of activities. Car-Dashians have been identified to partake in the following activities significantly more than the general population:
Activity % of population % of Car-Dashians
Went to a rock, pop music concert 8.90% 23.00%
Went to a night club 6.80% 17.10%
Went to a beauty salon or spa 20.40% 44.60%
Rented a car for leisure purposes 5.40% 10.40%
Went to a theatre restaurant, pub or
cabaret for live entertainment 7.10% 13.60%
Travelled by taxi 24.60% 45.50%
Went to a pub or hotel only for a drink 20.70% 33.00%
Went to a cinema 42.90% 53.00%
Data from: Roy Morgan Single Source Oct 2010-2015; Activities
Key Points
• Partaking in social activities such as going to
concerts, the cinema and pubs
• Significantly more likely to partake in these
activities than the general population
• Potential to integrate targeted advertising into
these activities
• 66.7% of Car-Dashians have made a purchase
online within the last three months (Population
average 47.2%)
• 81% of Car-Dashians report feeling at ease with
the use of internet

20. Target Audience Analysis: Media Consumption
Defining Attributes
Medias Car-Dashians are Significantly
More Engaged With
Medias Car-Dashians are Significantly
Less Engaged With
Although >60% have read a catalogue in the past four
weeks, this figure is lower than the general
population and would not allow for targeted
advertising.
Media % of Car-Dashians
Been to Cinema in Last 4 Weeks 36.70%
Watched Pay TV in Last 7 Days 27.80%
Read Addressed Mail in Last 7 Days 76.50%
Media % of Car-Dashians
Read Unaddressed Mail in Last 7
Days 50.10%
Read a Catalogue in Last 4 Weeks 61.10%
Used the Yellow Directory monthly 2.60%
Heavy Media Usage
Taking a closer look at Car-Dashian media
consumption, it is clear that their habits differ
in regards to their level of use and exposure to
medias.
Consumption Rates Throughout the Working Day
• Internet consumption remains consistently high over day
• Generally attend cinemas at night time
• Radio use is hightened during morning and afternoon commute
• Media usage falls during working hours except internet
• Highest total media consumption is after dinner
• Total media usage equals more that 100%, suggesting that TA are using
medias simultaneously
Source: Roy Morgan Single Source Oct 2010-2015; Media Time OF Day Weekday
Source: Roy Morgan Single Source Oct 2010-2015; Media Typology Summary,
Media Heavy Medium Light Usage

21. Target Audience Analysis: Media Usage Cont.
Out & About
Car-Dashians have a high exposure to outdoor advertising
relative to the general population. The below graph
displays medias Car-Dashians are exposed to more, and
what percentage of the group are exposed to said
advertising.
Advertising Location % of Car-Dashians
Gyms/Health clubs 16.10%
In-store radio 25.25%
Office building lifts/foyers 15.20%
Screens in lifts/elevators/foyers 20.50%
Train/Bus stations 35%
Taxis 28.30%
Big billboards on top/outside buildings 45.80%
(Roy Morgan Single Source Australia Oct 2010-2015;
Outdoor Detail)
• Significantly more likely to notice billboard on side of
building than road side to population
• Take more notice of smaller advertising installations
• Significantly more likely to be exposed to advertising
in a public transport setting
Magazines
• Highly fragmented readership
• Product irrelevant in most magazines (eg. Modern
Wedding)
• Consumption not high enough to warrant advertising
(Roy Morgan Single Source Australia Oct 2010-2015; Magazines
Detail)
Radio
The top 5 radio stations for TA are also the most targeted
(Roy Morgan Single Source Australia Oct 2010-2015; Radio Detail)
Although Tripple J is the most listened to and the most
targeted radio station, it does not have commercials.
Online
Most Used
• YouTube (70.5%)
• Facebook (70.3%)
• Instagram (55.1%)
• Outlook.com (51.6%)
• Seek (38.4%)
• Pinterest (28.7%)
Unique to Segment
• Instagram (55.1%)
• Buzzfeed (17.5%)
• Seek (38.4%)
• Event Cinemas (27.7%)
• Groupon (13%)
(Roy Morgan Single Source Australia Oct 2010-2015; Online Detail)
Car-Dashians are heavy online media users and the sites they
most used are also largely targeted to their demographic ().
Television
Car-Dashians are
equally as likely as the
general population to
watch TV. However,
there are specific
programmes that carry
a high Car-Dashian
viewership although
generally less popular.
The below graph to the
right demonstrates this.
(Roy Morgan Single Source Australia Oct 2010-2015; TV Detail)

22. Target Audience Analysis: Why Target Car-Dashians?
• Take an interest in advertising
• Always looking for the latest fashionable trend
• Like to be fashionable
• Willing to spend money on trivial purchases they deem exclusive
• High media consumption allows for targeted and frequent advertising
• High disposable income
• Love to express themselves and their individuality
• Believe their car is a reflection of who they are

23. Target Audience Analysis: Autobiography
Hi, my name’s Katie, I am 34 years old. I live in Eight Mile Plains with Scott, my boyfriend of 7 years, and my beautiful two year old daughter Lauren. Scott and I
moved to the outskirts of Brisbane several months ago as we purchased our first home! We are both on high salaries and although having financial
commitments, find time and finances for travelling and other leisure activities.
I would describe myself as a socialite; I don’t go out as much as I used to because of Lauren, but I find time when I can. When I was younger, I used to go clubbing
most weekends with my friends, however, now find myself spending most of my nights out at small pubs and cinemas. I live a full and busy life and finding time
between family and my career can be difficult at times.
I work in a corporate accountancy firm in the CBD, and have been there for 10 years and it has been the only position I have held
since finishing my degree in 2006. During these 10 years, I have received several promotions and now find myself in a management
role, in charge of a small division of the company. Although being on a high salary, I simply can’t justify the costs of parking in the
CBD and find myself parking at the Eight Mile Plains Bus Station of a morning and catching the bus in. I like to save money where
possible in that way, to hopefully save up and buy something more valuable and with long-term benefits.
I think it is important to be fashionable and like to wear clothes that will get me noticed. I find myself often visiting department
stores and clothing boutiques searching for the latest trends. I think of myself as a leader and like that to translate into my fashion
choices. I believe all aspects of my appearance should be stylish and convey my personality, and because of this, I chose my car and
other accessories based mostly on looks. I bought a brand new Range Rover last year which set us back around $60’000. We didn’t
have the cash immediately as we were saving for a house deposit, so I took out a loan to purchase it.
I like to stay connected as much as possible and wish I could do more things solely from my phone. I am constantly connected to the
internet and use it for both recreation and work. I feel like technology gives me more control over my life and love online shopping
as it is a convenient option for me. Handing out credit card details online doesn’t bother me as I am quite tech savvy and have a
good understanding of websites that are trustworthy.

24. Target Audience Analysis: Katie’s Weekday
Bed Time
Breakfast
Breakfast
(Commute)
Mid-Morning
(At Work)
Lunch
Afternoon
(Commute)
Afternoon
(Errand)
Dinner Time
After Dinner
Katie checks her phone before getting out of
bed and peruses Instagram and Facebook
whilst eating breakfast
Driving to the bus stop she
listens to Hit105 on the radio. At
the bus stop, she walks past
posters and peruses social
networks.
Walking from the bus stop to work,
Katie passes multiple billboards on
the exterior of buildings. In the foyer
of her office she sees multiple ads.
Katie uses a computer for work and
finds herself on the internet often.
For lunch, Katie joins a few colleagues and goes to
the local pub. They have a meal and she flips
through a magazine left on the table. She checks
Facebook, and Instagram before her break ends.
Katie walks to the bus stop and boards the bus. She
puts her headphones in and spends the journey
watching a YouTube video a friend linked her. Driving
home she listens to Nova106.9
Katie picks Lauren up from day
care then goes grocery shopping.
At home, she spends time playing
with Lauren and posts a picture of
her to Instagram.
Katie sits down for dinner
with her family and turns on
the TV. They watch Big Bang
Theory on Channel 9. She has
her phone next to her plate
and is responding to
notifications throughout the
meal.
Before bed, Katie watches an episode of
the Bachellorette and follows the hashtag
closely on her phone. In bed she watches
several YouTube videos on her laptop,
peruses Facebook, Instagram and
Pinterest before sleeping.

25. Target Audience Analysis: Katie’s Weekend
Bed Time
Breakfast
Mid-Morning
Lunch Time
Afternoon
Dinner
After Dinner
After Dinner
Pt. 2
Wakes up and checks
Facebook and Instagram.
She reads the local paper,
brought in yesterday with
junk mail.
Spends the
morning catching
up on social media
and reading.
Eats lunch at home with
family, found meal to
prepare food online
Watches TV with Lauren and browses the
internet
Goes out for dinner with uni
friends to a licenced
restaurant. Takes photos and
posts them to Instagram and
Facebook
After their meal, the
continue to the
movies where they
watch a horror film.
After, they go to the
local pub just for
drinks. Katie catches a
taxi home.
Arrives home and watches
TV with Scott before bed. In
bed, browses Facebook and
Instagram to recap the night
before falling asleep.

26. Target Audience Analysis: Pictography
What does Katie Value?
Fashion
Family
Socialising
Their Car
Individuality
Career
Style Connectivity
Success
Entertainment

27. Key Insight
“Fierce is Forever”
The key insight is that the majority of Car-Dashians are settling down, starting families and moving up in the career chain and
thus, going out less. They are well educated professionals who have had to sacrifice some aspects of self-expression for
success.
For them, a personalised Glam Plate allows them to express themselves in a mature, subtle and stylish way.

28. References
Automotive parts & accessories stores - quarterly update 10/5/2015. (2015). (). Austin: Hoover's Inc. Retrieved from
http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/1719257875?accountid=13380
Azar, S.,Khan, S. N., & Shavaid, J. (2015). FAMILIARITY WITH ONLINE RETAILING. The Journal of Developing Areas, 49(6), 133-144.
Retrieved from
http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/1706232970?accountid=13380
Biddle, J. (1991). A bandwagon effect in personalized license plates? Economic Inquiry, 29(2), 375. Retrieved from
http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/200905276?accountid=13380
Biofuels digest: Australia to raise fuel prices to improve roads and fund clean fuel (2014). . Chatham: Newstex. Retrieved from
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B&T. (2013, February 11). Publicis Mojo Brisbane Wins PPQ Business. Retrieved from B and T:
http://www.bandt.com.au/advertising/Publicis-Mojo-Brisbane-wins-PPQ-business
Cooper, N. (2016, January 21). Queensland number plates dance a fine line of decency. Brisbane Times.
Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating
influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50-65.
doi:http://dx.doi.org/10.1057/bm.2010.22
Gordon Rouse, K.,A. (2004). BEYOND MASLOW'S HIERARCHY OF NEEDS: What do people strive for? Performance Improvement,
43(10), 27-31. Retrieved from
http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/237236046?accountid=13380

29. References
Hancock, T. (2015, December 8). Personalised Plates Queensland (PPQ) – Winner in the ‘Best eCommerce Solution’ category of the
Sitecore Experience Awards 2015 (Aus and NZ). Retrieved from Speedwell:
http://blog.speedwell.com.au/ppq-winner-sitecore-experience-awards/
Hoxie, Mark. ( © 2011). 90 days to success: marketing and advertising your small business. [Books24x7 version] Available
from http://common.books24x7.com.ezp01.library.qut.edu.au/toc.aspx?bookid=37533.
Management Today. (2005) IT'LL NEVER FLY PERSONALISED PLATES. (2005). Management Today, , 14. Retrieved from
http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/214774186?accountid=13380
Personalised Plates Queensland (PPQ). (2016). AMB319 Media Planning: Client Brief for Media Research Document and Media
Strategy Presentation Assignment 1. Retrieved from
https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_123270_1&content_id=_6168485_1
PPQ. (2016). Plate Info. Retrieved from Personalised Plates Queensland: http://www.PPQ.com.au/
Roy Morgan Research. (2016). Something Better. Retrieved from Roy Morgan:
http://www.roymorgan.com/products/values-segments/something-better
Reference Roy Morgan Single Source Australia Oct 2010 – 2015; from QUT Blackboard, AMB319 Media Planning, Assessment 1 Media
Research Document, .exe:
https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_123270_1&content_id=_6168485_1
Yu-Chiun Chiou, Chieh-Hua Wen, Shih-Hsun Tsai, Wei-Ying Wang, Integrated modeling of car/motorcycle ownership, type and usage for
estimating energy consumption and emissions, Transportation Research Part A: Policy and Practice, Volume 43, Issue 7, August
2009, Pages 665-684, ISSN 0965-8564, http://dx.doi.org/10.1016/j.tra.2009.06.002.