Media Planning Document

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Rommey Watts | Emily Seiler | Phillippa Noble | Angela Craft
FIERCE
IS FOREVER
AMB319 ASSESSMENT THREE: MEDIA DOCUMENT

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TABLE OF CONTENTS
Executive Summary 3
1.0 Introduction 4
1.1 Market and Product Analysis 4
1.2 Target Analysis 4
1.3 Key Insights 5
1.4 Media Imperatives 5
2.0 Media Objectives and Strategy 8
2.1 Media Objectives 8
2.2 Media Strategy 8
2.3 Media evaluation plan 10
3.0 Media Channel Options 11
3.1 Strengths & Weaknesses 11
3.2 Recommendations 14
4.0 Media Budget and Media Schematic 16
4.1 Media Budget 16
4.1.1 Radio 17
4.1.1 Out of Home 18
4.1.1 Digital 19
4.1.1 Cinema 21
4.2 Media Schematic 22
5.0 Conclusion 24
6.0 References 24

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EXECUTIVE SUMMARY
Personalised Plates Queensland (PPQ, 2016)
launched their Glam Plate range in October 2015
with their first of three installments, Lace which
encompassed six colour variations. The range
was targeted primarily to females who wanted
to add a touch of femininity to their ride and
celebrate their own individual style (Queensland
targets fashion plates, 2015). The initial launch
highlighted the fact that young females are
a key target segment for PPQ to capitalize.
The target audience has been defined as Car-
Dashians: women that pride themselves on their
individuality and sense of style (PPQ Media Brief,
2016). This report will critically analyse, evaluate
and make recommendations on how and why
PPQ should market to this consumer group.
The advertising platforms of radio, cinema,
out of home and online will be utilised for the
campaign and aim to collectively increase
the level of engagement between the target
audience and brand. A competition will be run
online and advertised across all four mediums
will act as an incentive and also help facilitate
this engagement. The campaign advertising
seeks to intersect with the Car-Dashians as they
go about their daily lives in creative ways that
will ensure the campaign is noticed.

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1.0 INTRODUCTION
1.2 TARGET ANALYSIS
PPQ offers a unique product to the market of
high involvement luxury automotive accessories
for aesthetics, facing competition from within
the automotive accessory market, from
businesses competing for the same consumer
dollar (Biddle, 1991). Competition goes largely
unadvertisedduetominimalbudgetasaresultof
competition coming from small, owner operated
businesses (Hoxie, 2011). This market appeals
to automotive and self-image enthusiasts who
crave the style and customisability of their car
(Management Today, 2005). This market has
experienced consistent and healthy global
growth over the past decade and is forecast
to continue (Automotive parts and accessories
stores - quarterly update, 2015). PPQ has a clear
advantage in the market as a large, established
businesswithapositiveanduniquebrandimage.
Having a large, government funded, advertising
budget (sharing in around $6m), they have an
invaluable asset and advantage over smaller
competition (B&T, 2013).
Car-Dashians are Queensland professional
females, living in the greater Brisbane area
(PPQ Media Brief, 2016). They are hedonistic
brand slaves aged 18-49 and socially and
technologically connected. They are extroverted
and like to look fashionable and stand out in a
crowd (PPQ Media Brief, 2016). 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, falling into the ‘Something
Better’ value segment (Roy Morgan Research,
2015). They are ‘high consumers of digital
media and often consume multiple media types
simultaneously (Roy Morgan, 2015).
1.1 MARKET AND PRODUCT
ANALYSIS

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1.3 KEY INSIGHTS 1.4 MEDIA IMPERATIVES
The key insight for this media campaign is: Car-
Dashians no longer get the opportunity to go out
as much as they once did, so they place a huge
emphasis on wanting to stand out and be noticed
when they do, because being fierce is forever.
Car-Dashians are settling down, starting families
and moving up in the career chain; thus, going
out less. They are well educated professionals
who have had to sacrifice some aspects of self-
expression for success. They are prepared to
spend more, in order to finally differentiate
themselves from the crowd, for their own self
actualisation (Maslow, 1943; Gordon Rouse,
2004).
Car-Dashians are heavy media consumers, often
consumingmultiplemediachannelsattheonetime
(Roy Morgan, 2015). They are young professionals
looking for subtle and stylish ways to express
themselves, making individuality the primary value
of the product (Roy Morgan, 2015). Their media
consumption mirrors their personal interests and
values – Car-Dashians enjoy spending time with
friends at the cinema and are highly likely to use
social media as a self-promotion platform (Roy
Morgan, 2015). They are always out of the house
and constantly exposed to advertising, however to
appeal to the Car-Dashians, the advertising must
stand out and be relevant for it to be effective (Roy
Morgan, 2015).
Car-Dashians most readily consume online,
cinema, radio, out of home (OOH) and television
media platforms (Roy Morgan, 2015). Although
the target audience’s consumption rates of
television are high, the index figures suggest that

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1.4 MEDIA IMPERATIVES
their usage is parallel with the general population
(Roy Morgan, 2015). Roy Morgan data (2015)
highlights particular shows that are optimal at
reaching the Car-Dashians, however they are not
showing in the duration of the campaign and
other show options provided are not financially
feasible for this campaign (Roy Morgan, 2015).The
same can be said for Car-Dashian’s consumption
of print media. Magazine readership statistics
were largely skewed by wedding magazines (Roy
Morgan, 2015). Although these bridal magazines
are upwards of 5 times more likely to attract Car-
Dashian readers, the context is largely irrelevant to
the product, which would counteract the impact of
the advertisement and lower the target audience’s
ad recall ability (Teixeira, 2014).
Other magazine genres have highly fragmented
readerships and would be very expensive with
the potential to only reach a small segment of the
target audience (Roy Morgan, 2015).
When compared to the general population, Car-
Dashians are among the highest consumers of
commercial radio. Triple-J is the most popular
station for the audience, however the channel has
no on-air advertising (Vincent, 2015). More than
90% of Car-Dashians have listened to the radio
in the last week, with 19.4% interacting with the
stations in some way, either calling in or entering
a competition (Roy Morgan, 2015). Radio is a
highly cost effective platform to utilize in reaching
the target market as Car-Dashians are generally
listening while commuting to and from work, thus
reinforcing the relevance of the Glam plates for
the target audience.
Cinema advertising is a high impact, cost effective
media channel (Val Morgan, 2011). Cinema
advertising is documented to be up to six times
more effective at achieving audience attention
and retention than television (Val Morgan, 2011).
Over 50% of Car-Dashians have visited the cinema

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1.4 MEDIA IMPERATIVES
within the last month; making it a staple activity for
the segment, with ‘all genres aside from Romance
proving to be extremely popular (Roy Morgan,
2015).
Car-Dashians are high consumers of digital media,
with over 35% citing heavy (>24hr/week) internet
usage (Roy Morgan, 2015). Consistent internet
usage throughout the day suggests the target
segmentisalwaysonline,whetheritbeforpersonal
or work reasons, thus ensuring mass exposure
to the group through online advertisments (Roy
Morgan, 2015).
Out of home (OOH) advertising is also a very
important media channel for the Car-Dashians.
As busy young professionals, Car-Dashians are
constantly exposed to OOH advertising in the
forms of billboards, taxi backs, bus sides and
digital screens (Roy Morgan, 2015). 80.3% of Car-
Dashiansreportenjoyingclothesshopping,making
advertising in shopping centres advantageous as
they are relevantly placed for the target market to
be exposed to the ad (Roy Morgan, 2015).

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2.0 MEDIA OBJECTIVES AND STRATEGY
2.2 MEDIA STRATEGY
The media objective is to have a high targeted
reach of women aged 18-49 with a medium
frequency in the greater Brisbane area.
Aflighting frequency strategy will be used during
the six week campaign period during June and
July with a budget of $200,000.
The main call to action for the target audience is
to research, enquire or purchase the Diamond
or Leopard Glam Plates.
2.1 MEDIA OBJECTIVES
Despite Car-Dashians not going out as much
as their younger selves, they are still very
image conscious and still want to be noticed
and stand out from the crowd (Roy Morgan,
2015). The Fierce is Forever strategy aims to
communicate that the Diamond and Leopard
Glam Plates options merit the additional cost
for a personlised plate: these plates will easily
differentiate Car-Dashians from the crowd,
and even other personlised plate owners. Just
like Car-Dashians themselves, for advertising
to appeal to them, it needs to stand out (Roy
Morgan, 2015). To achieve this, selected media
channels must have a high impact as well as
being relevant to both the target audience and
the product.
The media strategy aims to intercept the Car-
Dashians in their daily activities including;
shopping, using social networking sites and
socialising with friends (Roy Morgan, 2015).
The target market also spends a lot of time
driving which further incentivizes the plates

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2.2 MEDIA STRATEGY
to the demographic. The campaign will seek
to encourage Car-Dashians to identify with
the Glam Plates and thus forge an emotional
connection, which is a primary influencer of their
purchasing behaviour (Roy Morgan Research,
2015).
The coverage area for the strategy is the greater
Brisbane metropolitan area, which allows for a
focused campaign as the majority of the target
audience lives in urban areas. The smaller
locality allows for optimised reach, appropriate
for a product launch campaign (Hemley, 2012).
The share of voice for this campaign will be
significant as PPQ faces no direct competition,
increasing the successful reach of Car-Dashians
(Personalised Plates Queensland, 2016).
A medium frequency strategy will be used as
the Fierce is Forever campaign has a simple
copy message, low competitor activity, is an
established brand and is part of a high interest
product category with over 700,000 plates sold
within Queensland as of 2014 (McBryde, 2014).
The campaign will be heavily integrated across
social platforms Facebook and Instagram to
increase the sharing of content among the
target audience, thus resulting in earned
media (Machin, 2016). A competition based on
Facebook profiles will also encourage brand
participation and loyalty, as entrants will have
to like the PPQ page, while also acting as brand
endorsers. To enter consumers will also need to
sign up to the mailing list, and will change their
profile picture to their most stylish combination
while publishing it under a relevant hashtag.
OOH will also focus on being located around
shopping centers in order to gain medium
frequency through continued exposure to the
branding message in a familiar and regularly
engaged in activity.

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2.3 MEDIA EVALUATION PLAN
In order to judge the effectiveness of this
strategy the measurement metrics of plate sales,
new Facebook fans, registrations to the online
email database, and unique landing page views
will be compared to that of the Lace Glam Plate
launch.

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3.0 MEDIA CHANNEL OPTIONS
3.1 MEDIA CHANNEL STRENGTHS & WEAKNESSES
Car-Dashians are heavy consumers of media, which
enables them to stay up to date with the latest trends,
fashions and news (Roy Morgan, 2015). Due to their
tech-savvy nature, Car-Dashians are renowned for
using multiple media devices at the one-time e.g
watching TV whilst using their smart phone (Meikle
and Young, 2011). They are always out of the house
and like to be social, which further heightens their
exposure to multiple advertisments on a daily basis.
To break through the advertising clutter surrounding
theCar-Dashians,thePPQGlamPlateadvertisements
must stand out to the target market and be positioned
in places the target audience are known to frequent.
Potential media channels will be assessed according
to their relevance to the target market and product as
well as the associated strengths and weaknesses of
the platform and their inherent costs. Ideal platforms
will have a high market reach and allow for creative
freedom that will ensure it has the “WOW” factor,
thus aligning with the product positioning.
Media Channel
Options
Strengths Weaknesses
Cinema
- 41.8% have a heavy cinema media consumption
- Captive media audience
- Cost effective
- High impact
- On average 80% of audiences are present for the pre-show
program (Val Morgan, 2007)
- Research shows that 88% of viewers consider the
advertisements as a good part of the cinema experience (Val
Morgan, 2007)
- Relatively low production cost in comparison to television
(MediaFX, 2011)
- Media wastage because uncertainty as to who is going to
be exposed to the advertising
- Uncertainty about how many people in the cinemas
audience
- Uncertainty about popularity of chosen movies and
therefore the effectiveness of the advertisements reach

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Media Channel
Options
Digital
- 76.9% of Car-Dashians are medium to heavy internet users
- Cost effective
- 68% of Car-Dashians need a mobile phone to access the
internet, and PPQ has an award winning fully mobile
responsive website (Hancock, 2015)
- 89.6% of Car-Dashians are wanting to be able to access the
internet wherever they are
- Car-Dashians are 30% more likely to enter online competitions
than the general population
- 3.9 times more likely to be using Instagram than the general
population
- Shareability
- Endorsements from Facebook Friends (earnt advertising) is
perceived more trustworthy than paid advertising.
- Applications such as ad blocker weaken the effectiveness
of digital advertising
- Media clutter
- Frequency of digital advertising specific to users can
cause unease
- Costs can vary greatly depending on website
- Paying for accidental clicks if CPC is used
Radio
- Medium-heavy usage among Car-Dashians at 46.6%
- 87.4% of Car-Dashians listen to radio in the car, which is ideal
for contextual advertising
- In the last 7 days, 91.7% of Car-Dashians listened to the radio
- 66% of Car-Dashians listen to commercial radio on a normal
week day
- Captive listening audience
- Cost-effective
- Radio does not allow for visuals
- Rise of streaming services with 11.4% Car-Dashians using
Spotify
- Passive listeners
- Channel surfing leads to incomplete and fragmented
messages
- Difficult to build large reach
- Clutter

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Media Channel
Options
Out of Home
- High impact
- Reach thousands depending on location
- 39.6% of Car-Dashians report they enjoy being in crowded,
public areas
- 36.6% consciously acknowledge ads on the backs of taxis,
significantly more than the general population
- Significantly greater exposure to OOH advertising than general
population
- Opportunities for experiential advertising and brand
engagement
- Cost effective
- A single mobile advertisement can reach many areas
- High production and installation costs
- Advertising clutter
- Can’t measure audience exposure
- Communication can be restricted by weather
- Limited to simple messages
- Availability of locations
Television
- High production value
- High reach
- Specific shows allow for audience targeting
- Audio and visuals, allows for high creativity
- Also only 33% of Car-Dashians think that television
advertising is interesting
- 27.8% have watched television in the past 7 days
- High production costs
- Two television programs that have a high index value
- High advertising clutter

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The media channels that have been selected for
this campaign are radio, out of home, digital and
cinema. This is because the target audience is
more likely to engage with these platforms and
channels thus ensuring they gain the appropriate
level of exposure to purchase the plates.According
to Roy Morgan (2015), these channels are more
likely to be used by Car-Dashians than the general
population.
Television has not been included in the media
strategy due not only to the high cost, but the
relatively insignificant index value associated
with the platform (Roy Morgan, 2015). The high
production costs for television also make it an
unviable option for this campaign. Although some
programs do allow for targeted advertising, they
were seasonal and did not coincide with the time
of the Glam Plates campaign (Roy Morgan, 2015).
While magazines have a high index value for this
group, the specific issues only contained wedding
related content,and so were not relevant in context
of personalised plates and driving.
One of the most prominent favourite activities for
the target market is shopping, with 80.3% of Car-
Dashians stating they enjoy clothes shopping and
82.5% of this group visiting a department store
within the past 3 months (Roy Morgan, 2015). As
such, location based digital advertising within a
two kilometer radius of specific Brisbane shopping
centres will ensure Car-Dashians have a greater
chance of exposure to the advertising message. It
will also take advantage of the path to purchase
the target audience will be engaged in while at
the shopping centre. Combined with out of home
advertising in shopping centres, the campaign it
will achieve a higher frequency and thus increase
the likelihood of Car-Dashians recalling the
advertisement and ultimately purchasing the
plates.
Outdoor advertising will be used in conjunction
with the location-based digital advertising.
Outdoor advertising will reinforce and promote
PPQ Glam plates by being a secondary point of
visual contact for consumers with a call-to-action
to go onto PPQ’s website. Outdoor advertising will
be in the form of digital screens inside shopping
centres, billboard ‘super sites’ located within close
proximity to main roads and highways and the
back of taxis that service the greater Brisbane areas
(APN Outdoor, 2016). These locations align with
the target market’s daily activities and interests
3.2 RECOMMENDATIONS

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3.2 RECOMMENDATIONS
and all locations are relevant to the product.
Native advertising has also proven to be an effective
medium to reach the Car-Dashians. Web-based app,
Instagram has the highest index value of all other
websites visited by the target audience and general
population and thus would be highly successful in
reaching the desired target audience. The Event
cinemas homepage buy out was also chosen as it is
one of the most visited websites for Car-Dashians as
they are three times more likely to visit the webpage
than the general population and 27% having visited
the website within the past seven days (Roy Morgan
Research, 2015). This will further reinforce recall of
the campaign when the target audience views the
cinema advertising.
An online competition will also be created through
Facebook which is regularly used by 70% of the
target audience (Roy Morgan, 2015). PPQ’s Glam
Plates are considered a high involvement purchase
which means that more time is spent researching and
evaluating the product and its alternatives before
deciding to purchase (Dens & De Pelsmacker, 2010).
The competition will seek to increase engagement
between the target audience and the PPQ website
and start the consumer path to purchase process.
Based on the results from previous PPQ campaigns,
the proposed sponsored Facebook profile picture
overlay competition has a high chance of success in
engaging the desired target audience (Personalised
Plates Queensland, 2016).

Radio has been selected as one of the best suited
media channels for the PPQ campaign because
of its relatively low cost and ability to reach a
high percentage of the target audience, with
approximately 85% of Car-Dashians already listening
to the radio in the car (Roy Morgan, 2015). A pulsing
strategy is proposed for the length of the campaign.
Cinema advertising was also chosen as it is not
a conventional advertising platform that Car-
Dashians would be familiar with for a product like
Personalised Plates Queensland, thus aligning with
the media strategy to stand out from the crowd.
Cinema advertising has a high production value and
a comparatively low production cost in comparison
to television (Val Morgan, 2011). With Car-Dashians
being frequent cinema-goers consumers, this media
channel will have a higher chance of success in
reaching the audience.

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4.0 MEDIA BUDGET AND MEDIA SCHEMATIC
4.1 MEDIA BUDGET
The budget for PPQ’s Fierce is Forever marketing
campaign has been allocated by media channel
options. The total media budget is $200,000,
focusing on Car-Dashians within the Brisbane
region. The accompanying figure illustrates the
ideal budget allocation according to the chosen
media channels in order to maximise reach.
The data from Roy Morgan displays 251,000 Car-
Dashians are within Queensland, with 180,000
located within Brisbane. This information
will help indicate the effectiveness of reach
and frequency in order to achieve the media
objectives.
The following tables indicate the rates,
allocations and planning information across the
mediums of each channel option.
Out of Door
35%
Digital
25%
Cinema
15%
Radio
15%

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4.1.1 RADIO
With 19.3% of Car-Dashians listening to Nova
106.9, and 18.3% listening to Hit105, allocating
each station with half of the channel budget will
achieve greater reach across the target market
within Brisbane.
Medium Planning Rate Buying Metric Planning Metric Planning Weights Total Budget CPM Spots per day
Actual
Spend
% of Budget
Nova 106.9 $220 Per Spot Radio Surveys
1x breakfast
2x evening
1x day
$15,000 (+$4,800
of budget
remaining)
13.75
3.4 (3)
(+ 1) = 4
$17,600 8.8%
Hit105 $200 Per Spot Radio Surveys
1x breakfast
1x evening
1x day
$15,000 12.5 3.2 (3) $12,000 6%

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4.1.2 OUTDOOR
With a high percentage of the target market
enjoying clothes shopping, 35% noticing
advertising on train/bus stations, 28.3% on
taxis and 45.8% on big billboards on top/
outside buildings, the outdoor channel will
focus on roadside (contextual) advertising,
and retail and lifestyle.
Medium Planning Rate Buying Metric Planning Metric Planning Weights Acutal Spend % of Budget
Westfield
Digital Screen
$500.00
Per Site / Per
fortnight
Location /
Impact
Garden City x 4, Chermside x 4,
Carindale x 4, Indooroopilly x 4
X 2 fortnights
$16,000 8%
Bus Shelter
Panels
$450.00
Per Site / Per
fortnight
Location /
Impact
City, KGS, Roma, Mater Hill + other areas
= 10
$4,500 2.25%
Bus Full Back $700.00
Per Panel / Per
Week
Impact 5 Buses x 2 weeks $7,000 3.5%
Billboard:
Large format -
supersites
$11,500
Per Site / Per
Fortnight
Location /
Impact
Main roads, highways and Brisbane city
on tops of buildings
3
$34,500 17.25%
Taxis Backs $80 Per Taxi back
Location /
Impact
Brisbane City
100
Min of 4 weeks
$8,000 4%

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4.1.3 DIGITAL
The internet is a heavy medium among Car-
Dashians, with 99.6% used the internet in the
last 7 days.
Medium Planning Rate Buy Type
Estimated
Outcome
Planning
Weights
Acutal Spend % of Budget
Native advertising:
Buzz Feed
$1,200
Production and Implementation
(Sponsored for a month)
10,000
Impressions
2 $2,400 0.012%
Facebook Profile
Picture Overlay
Sponsorship
$6,000 One Week Sponsored Overlay
15,000
Participants
2 $12,000 0.06%
Sponsored Post
(Facebook)
$160 One Week Post Boost 5,000 reach 6 $960 0.004%
Sponsored Post
(Facebook)
$160
One Week Demographically Targeted
Feed Distribution (Clicks to website)
2,000 Website
views
6 $960 0.004%
Sponsored Post
(Instagram)
$180
Demographically Targeted Feed
Distribution (Post interactions)
1000
interactions
1 $180 0.0009%

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Medium Planning Rate Buy Type
Estimated
Outcome
Planning Weights Acutal Spend % of Budget
Home Page Buyout (Event
Cinemas)
$2000 One Day Home Page Buyout
18,000
impressions
2 $4,000 0.02%
Home Page Buyout (Buzz-
feed)
$2000 One Day Home Page Buyout
13,000
impressions
2 $4,000 0.02%
Ad Words $15
One Day of Search Engine
Optimisation and
Promotion
400 clicks to
website
42 $630 0.003%
Blogger Endorsement
(Instagram, @michaelawain,
@brooke_twins and @amelia_
strofield)
$1250
One post featuring picture
of product and caption
including PPQ hashtag
and account.
2,000 post
interactions, 50
new followers
9 $11,250 0.056%
Blogger Endorsements
(YouTube, Shani Grimmond)
$2900
One video featuring the
product on main channel,
achieving >100’000 views
15,000 relevant
impressions
and 5,000
website click
throughs
1 $2900 0.014%
Blogger Endorsements
(Youtube, Steal the Spotlight)
$850
One video featuring the
product on main channel,
achieving >15,000 views
3,000 relevant
impressions
and 400
website click
throughs
1 $850 0.004%
4.1.3 DIGITAL

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4.1.4 CINEMA
Among Car-Dashians, cinema is a heavy usage
at 41.8%, with 36.7% been to a cinema in the last
4 weeks, therefore utilising cinema advertising
will achieve effective reach and frequency.
Medium
Planning
Rate
Buying Metric
Planning
Metric
Planning Weights Total Budget
Actual
Spend
Associated Costs (e.g.
Production)
Total Cost
(Actual +
Associated)
% of Budget
30 Foot
Screen
$210.00
Per screen /
Weekly
Location
Consistent over 4 weeks
Chermside (4)
Carindale (4)
Indoropilly (4)
Garden City (4)
Victoria Point (4)
Myer Centre (4)
Northlakes (4)
112
$30,000 $23,520 $3,500 $27,020 13.51%

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4.2 MEDIA SCHEMATIC
The Fierce is Forever campaign will run over a period of
six weeks, from mid June to the end of July. The main
focus of the advertising schedule will be in operation for
the month of July, and as such most of the campaign’s
media options are during this time. In order to generate
hype for the Glam Plates launch the two weeks prior
to July will utilise cinema, native digital articles and a
facebook profile picture sponsorship competition.
Cinema advertising will run for the full six weeks with
four screens across seven cinemas, as it is a high impact
advertising platform used to create hype (Val Morgan,
2007) and one that is used heavily by Car-Dashians.
Cinema also has an engagement rate 6 times that of
television (Val Morgan, 2011). Radio will be employed
during the final four weeks of the campaign during the
breakfast and drive time slots to maximise reach for

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4.2 MEDIA SCHEMATIC
commuting Car-Dashians and to ensure that the Glam
plate launch is easily recalled.The OOH media channels
were planned to last the entirety of July, as a weekly
flighting strategy across these media was not feasible.
The Westfield digital screens in particular operate on
a fortnightly basis and as the final four weeks was of
more importance this time frame was chosen.
Digital media uses the flighting strategy the most,
with the Facebook profile competition generating
hype and potential earnt media for the first week. The
second week the first of two Native advertisements is
released, and then the location based shopping centre
advertisements commences in the third. The event
cinema homepage buyout begins when the campaign
is launched in earnest, and the second native article is
released at the end of July to act as a response to the
campaign as a whole. Throughout July other digital
media will be utilised to best target the activities of Car-
Dashians.

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5.0 CONCLUSION
Car-Dashians are bold and creative individuals
who like to stand out from the crowd; so it is
important for the PPQ Glam Plate campaign
to mirror this strategy to effectively reach the
desired audience. To effectively break through
the advertising clutter the Car-Dashians are
already bombarded with,the advertising content
must be highly creative and thought provoking
(Roy Morgan, 2015). To facilitate engagement
between the target audience and PPQ website,
the Facebook competition will ask for the
entrant’s email address and feature a call to
action in the confirmation email to log onto the
website. The PPQ campaign should aim to build
a connection with the target audience in order to
starttheconsumerpathtopurchase.Thefocuson
online media advertising allows for the content
to be shared amongst the target audience and
create a ‘snow ball’ effect where more entries
are incurred based on the exposure to the
campaign on social media (Roy Morgan, 2015).
Advertising in shopping centres will see more
targeted advertising as 80% of respondents said
they liked shopping (Roy Morgan, 2015). This
highly targeted, multi-media campaign will be
an immersive experience for Car-Dashians in the
Brisbane area, resulting in a medium frequency,
high reach campaign. It will effectively reach the
campaign objectives of the client and promote
awareness and generate buzz for the launch of
the newest Glam Plate installments; Leopard
and Diamond and position the plates as a way
to express their individuality.

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6.0 REFERENCES
Automotive parts & accessories stores - quarterly
update 10/5/2015. (2015). (). Austin: Hoover’s
Inc. Retrieved from http://gateway.library.qut.
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