Australian Seniors Insurance Media Evaluation

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Australian Seniors Insurance Media Evaluation

  1. 1. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 1AUSTRALIAN SENIORS INSURANCEFuneral PlanMEDIA EVALUATION
  2. 2. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 2Executive SummaryAustralian Seniors Insurance Agency strives to meet the specific insurance needs sought by thelifestyle demands of their niche demographic, with tailored products covering Funeral, Home &Contents, Landlord, Travel, and Car Insurance. The insurance products have straightforwardcompliance criteria, easy to understand policy documentation, and customer service support thatreinforces their stated claim as The over 50s insurance specialist.An evaluation of the most appropriate mediums and media vehicles to reach the target audience ofAustralian Seniors Insurance Agency’s Funeral Plan product has been undertaken.Identified as 60-75 year old retired and semi-retired males and females most closely conforming tothe Roy Morgan values “Traditional Family” segment, the funeral plan’s target audience may beeffectively communicated to through their selected media consumption of newspapers (local andmetro), television, magazines, radio, internet and cinema.Within the broad options available from the identified mediums, the most appropriate range ofmedia outlets has been detailed to facilitate a future campaign’s ability to effectively reach thetarget audience at a frequency to be determined by impending campaign objectives and budgetaryconstraints.Dependant on corporate strategic considerations, it is anticipated that a combination of identifiedoptions be employed, mindful of the media presence of direct category competitors and AustralianSeniors Insurance Agency’s impetus for an aggressive marketplace focus.
  3. 3. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 3Table of Contents1. Introduction............................................................................................................................................................................................42. Target Audience .....................................................................................................................................................................................42.1. Demographic ...............................................................................................................................................................................42.2. Psychographic..............................................................................................................................................................................42.3. Geographic ..................................................................................................................................................................................42.4. Behavioural..................................................................................................................................................................................43. Media Habits ..........................................................................................................................................................................................43.1. Newspaper...................................................................................................................................................................................43.2. Television.....................................................................................................................................................................................43.3. Magazines....................................................................................................................................................................................43.4. Radio............................................................................................................................................................................................53.5. Internet........................................................................................................................................................................................53.6. Cinema.........................................................................................................................................................................................54. Channel Planning with Rationale............................................................................................................................................................54.1. Newspaper...................................................................................................................................................................................54.2. Magazine .....................................................................................................................................................................................54.3. Cinema.........................................................................................................................................................................................64.4. Internet........................................................................................................................................................................................64.5. Radio............................................................................................................................................................................................64.6. Television.....................................................................................................................................................................................64.7. Branded Entertainment...............................................................................................................................................................65. Media Vehicles Chosen...........................................................................................................................................................................65.1. Newspaper...................................................................................................................................................................................65.2. Magazine .....................................................................................................................................................................................65.3. Cinema.........................................................................................................................................................................................75.4. Internet........................................................................................................................................................................................75.5. Radio............................................................................................................................................................................................75.5.1. 2GB.........................................................................................................................................................................................75.6. Television.....................................................................................................................................................................................75.6.1. Television Commercial ...........................................................................................................................................................75.6.2. Infomercial .............................................................................................................................................................................85.6.3. Branded Entertainment..........................................................................................................................................................85.6.4. A Current Affair Segment .......................................................................................................................................................86. Conclusion..............................................................................................................................................................................................87. Recommendation...................................................................................................................................................................................8
  4. 4. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 41. IntroductionAustralian Seniors Insurance Agency is an insurance provider operating in the niche over 50s market,specialising in policies that focus on the lifestyle considerations and needs of individuals, with products thatcover Funeral, Home & Contents, Travel, Landlord, and Car Insurance. They have commissioned an analysis ofmedia options available to them in the current market to most effectively reach their designated targetaudience at the most appropriate time and in the manner most conducive to responding to Australian SeniorsInsurance call to action projected through the advertising for the Funeral Plan product.2. Target Audience2.1. Demographic60 – 75 M/F with a female skew, married, retired and semi-retired, Christian, dwelling within the greatermetropolitan areas of Sydney.2.2. Psychographic“Traditional Family”, seeking security and reliability, not wanting to be a burden on their family / adult children,locally focussed with a commitment to involvement in local charity and community groups.2.3. GeographicGreater suburban area of Sydney2.4. BehaviouralTarget audience engages in regular physical activity to maintain health, including daily walking and gardenmaintenance, in addition to weekly social physical activity, i.e. dancing, tennis, lawn bowls.3. Media Habits3.1. NewspaperThe target audience are heavy and loyal consumers of local and metro newspapers. Most commonly receivingtheir preferred metro newspaper daily, delivered to the home, the paper is routinely read during breakfast,eagerly gleaned from cover to cover as part of the morning ritual. Individuals conforming to the TraditionalFamily segment demonstrate a high interest and involvement in their local community and would also beheavy readers of the local community newspapers.3.2. TelevisionTelevision is most likely consumed on a daily basis by individuals in the target audience. Though identified asheavy consumers of television, the target audience is statistically more likely to be conducting their viewingexclusively on Free To Air (including digital) Television, with preferred viewing being undertaken during themorning, mid morning and evening periods. Watching television during mealtimes is a common occurrence.3.3. MagazinesMagazines affiliated with and reflecting the lifestyle specifics (i.e. gardening and home maintenance) andhobbies and interests are voraciously consumed by the target audience. They enjoy reading magazines beforegoing to bed, whilst waiting for medical appointments, on public transport, on day trips, whilst waiting forsomething to cook and also whilst watching television or listening to the radio. They enjoy magazines thatmentally stimulate them with information, news and brain-sharpening puzzles.
  5. 5. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 53.4. RadioResearch has identified that the majority of individuals in the target audience 55 and over ritualistically listento Alan Jones on 2GB in the morning between 5.30- 9am. In addition to tuning in first thing in the morning,radio consumption occurs during the day whilst driving and running errands, during long drives, day trips, andalso whilst on vacation. Radio consumption mainly occurs as a subsidiary activity to a primary task (i.e. driving,cooking) or in conjunction with another task (i.e. reading newspapers and magazines), though, similar to printmedia, radio is a credible and authentic source of information for the target audience, as a trusted medium thetarget audience grew-up with.3.5. InternetThe internet is used primarily by the target audience to check emails, keep in contact with family and friends,read news and keep informed, research lifestyle specific activities, track investments and financial interests,and, more broadly, to maintain a connection to the world around them. An increasing trend in theparticipation in social media by the target audience has also been noted. The internet is usually accessed inthe evening and at night, almost always from the comfort of home.3.6. CinemaThe target audience routinely attends the cinema on a monthly basis as part of a social group/outing, and/or inconjunction with family outings, including spending quality time with grand children. Attendance usuallyoccurs at mid-morning, afternoon and early evening sessions.4. Channel Planning with Rationale4.1. NewspaperNewspapers are able to reach out to a large percentage of the mainstream Australian population on a dailybasis, with a loyal readership habitually tied to consuming their news and sport content in hardcopytabloid/broadsheet format. Newspaper layouts provide the scope for a variety of creative advertising layoutsand the larger sized available space provides the opportunity for quite large graphical/pictorial advertisingcontent, including in colour, or long copy advertisements, to convey more detailed/explicit technical productcontent. Newspaper advertisements may incorporate direct marketing coupons. As most metro newspapersare daily publications (local newspapers are weekly or twice-weekly), the advertisements have a shorter lead-time. Newspapers are geo-specific in nature, with local papers able to be used to communicate to a targetaudience refined to within a handful of suburbs.4.2. MagazineMagazines provide advertisers with the space to communicate with the target audience in bright, glossy colour,aligning the brand / product / service with the editorial content of the magazine and providing the scope forthe creative to be executed in a variety of options, depending on the budget (ie inside front cover, inside backcover, gatefold, sealed insert etc), the clarity and crispness of magazine printing technology also facilitates theinclusion of QR Codes in the advertisement and for the advertisement to be optimised for scanning by GoogleGoggles, and potentially other smart-phone applications. The magazine market is highly segmented, withpopular magazines reaching large sections of the Australian population, making it possible to communicatewith most demographic segments through magazine advertisements. Magazine advertisements also facilitatethe inclusion of product samples and perfume panels.
  6. 6. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 64.3. CinemaCinema advertising provides advertisers with a larger screen for more powerful, action-filled, emotiveadvertisements, with the scope for a slightly longer time format. Cinema advertising gives the advertiser theopportunity to make an extended use of a television commercial. Advertisements may be geographicallyspecific, based on products or services focused on a location in the vicinity of the cinema. Cinema advertisingprovides the ability for an advertisement to be targeted demographically according to the movie genre,broadcast to a captive audience, with a pricing structure and local focus that makes it more attractive tosmaller local-based business.4.4. InternetInternet advertising encompasses a variety of online options, including banner advertising, website takeovers,search and mouseover (rollover) to name a few. The technical capabilities of digital advertising, and its abilityto provide the context to translate a call to action, straight through with the click of a mouse, to the desiredaction, be it a transaction, competition entry, database signup, information request, recommendation tofriends, or a Facebook “LIKE”, for example. Internet advertising provides advertisers with the opportunity tocommunicate to specific demographic groups, mainstream and niche, in a cost effective manner.4.5. RadioRadio provides low cost broadcast medium to reach a designated segment of your target audience via eitherpre-recorded advertisements or live reads, transmitted at the most effective time of the day for youradvertisement, with a much shorter production and broadcast lead-time than television. Radio also offersproduct/segment sponsorship options (ie, competitions, outdoor broadcasts), with an advertiser’s messageable to be aligned with the station’s editorial content.4.6. TelevisionTelevision allows the advertiser to reach a mass market directly into their home with a 15, 30 or 60 secondaudio visual message that conveys emotion and delivers a call to action in a manner unsurpassed by othermediums. The finite analysis of broadcast television facilitates precision targeting of advertisingcommunication via media buy (placements) based on TARPs.4.7. Branded EntertainmentAllows a brand’s product or service to be aligned to the pretext and relative positioning of the brandedentertainment environment. By having a product or service placed into the storyline or set environment of aTV show or film, an attitude or behaviour towards the item may be successfully demonstrated, and, byassociation, affiliated with the aesthetic of the production.5. Media Vehicles Chosen5.1. NewspaperIdentified as heavy readers of metro and local newspapers, full and half page advertisements could effectivelyreach the target audience through the publications:The Daily Telegraph (metro)The St George and Sutherland Shire Leader (local)The Inner West Courier (local)5.2. MagazineRoy Morgan has identified individuals conforming to the Traditional Family segment as voracious consumers ofmagazines, reflecting a preoccupation with lifestyle and lifecycle issues, interested in
  7. 7. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 7maintaining strong sources of mental stimulation through access to puzzles, crosswords, Sudoku and similarvariants of neurological stimuli. The designated target audience may be most effectively reached through fulland half page advertisements, and, where appropriate, editorial endorsement, in the publications:Take 5That’s LifeWoman’s DayNew IdeaBetter Homes & Gardens50 SomethingThe Retiree5.3. CinemaVal Morgan cinema research has revealed that 28% of moviegoers are over 50, that there is a female skew incinema goers and that older cinema attendees are more likely to arrive for the feature at the publicised starttime (and therefore exposed to the entire pre-feature advertising reel). The target audience may beeffectively reached through content communicated to them during the available time prior to their preferredfilm genres of Comedy, Drama, Epic/Historical and War, in addition to the children’s oriented films that thetarget audience would accompany their grand children to view. Cinemas popular with and highly accessible tothe target audience include:Hoyts cinemas Broadway, Chatswood, Bankstown, Blacktown & East Garden5.4. InternetThe internet provides a range of low cost and effective tools to successfully communicate to the targetaudience, concurrently satisfying a range of corporate objectives including providing the capability forcommunication to be measured in real time, and for customer databases to be developed and maintained.The internet may be effectively employed in a future campaign via the inclusion of the brand in:Sponsorship of the electronic direct mail (EDM) E-newsletters of Seniors Card, National SeniorsAustralia and Your Life Choices.Search Engine Optimisation / Search Engine Marketing (as a high involvement item, the targetaudience will most likely conduct their own product research), utilising the resources of Australia’snumber one website, Google.Banner Advertisements strategically placed on websites frequented predominantly by the targetaudience, including but not limited to: Ninemsn, 2GB, Better Homes and Garden, Seniors Card, FishingAustralia and Your Life Choices.5.5. Radio5.5.1. 2GBPre-recorded advertisements and live reads during Alan Jones broadcast, giving credibility and authority to theefficacy of the product, and to imbue and project the cache imparted by an apparent endorsement by AlanJones, leveraging the live read / editorial component with the placement of pre-recorded advertisementsduring the segment.5.6. Television5.6.1. Television Commercial
  8. 8. Australian Seniors Insurance Funeral Plan Group ReportEvaluate Media Options – NSWTADV403A Page 8Underpinning the brands presence across print, radio and internet should be a strong presence on commercialtelevision, effectively leveraging the increased awareness of the product by the consumer from carefully timedInfomercials and exposure from branded entertainment. Consistent with the viewing habits of the targetaudience, it is proposed that television commercials be placed during the following programs that would mostlikely achieve the highest TARPs:Morning and Mid-MorningSunrise, Today, The Morning Show, Mornings with Kerri-Anne.AfternoonAntiques Roadshow, 4.30 NewsPeakPacked to the Rafters, Neighbours, Home & Away, Today Tonight, A Current Affair, 6pm News (7 & 9), 60Minutes, Better Homes & Gardens.5.6.2. InfomercialThe perception of the product as a serious financial instrument provides scope for its inclusion in infomercialadvertisements broadcast on weekly morning television. This style of advertisement would be mostappropriate for Sunrise and The Morning Show on channel 7, and Today and Mornings with Kerry-Anne onchannel 9.5.6.3. Branded EntertainmentDemonstration of the relative benefits of the product to a regular mainstream Australian family, highlightingthe relief and ease the product facilitates for the family left behind could be written into the story line of anAustralian television drama popular with the target audience, such as Packed to the Rafters. Inclusion of theproduct by name, with a factual experience of the operational nature of the policy would provide a high levelof authenticity and credibility to the product, that could additionally leverage the strength of brand awarenessgenerated from television commercials broadcast during the appropriate episodes.5.6.4. A Current Affair SegmentAdditional credibility and authenticity for the efficacy of the product may be achieved by the commissioning ofA Current Affair to conduct a survey measuring the financial and lifestyle impact on semi-retired urban couplesand their immediate families, from the unexpected death of a partner.6. ConclusionDependent on budgetary constraints and corporate expectations detailed in marketing, advertising and mediaobjectives, there is a variety of media options available to reach a large percentage of the target audience witha frequency sufficient to generate a beneficial response to the desired call to action anticipated to be outlinedin any impending advertising content, commensurate with the return on investment projected in a campaignof the scale under consideration.7. RecommendationMindful of the activity of competitors operating within the same market, a media strategy should be pursuedbased on “owning” specific mediums, dominating the funeral plan message available through available mediaoutlets; articulating the funeral plan message most succinctly across several media outlets, utilising allavailable mediums; or being visible in all the same media spaces as competitors.

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