Assignment

http:// adue.blogspot. com.

Assignment

ADVERTISING MEDIA PLANNING
ASSIGNMENT.
CLASS: LEVEL 400 PRA
INDEX: EDNA AKONOBEA GYAN-BACS2017313
                             

MEDIA PLAN FOR MPATANO DISTRICT.
 BREAST FEED WITHIN 6 MONTHS.

Background
Child weaning before six months has become a normal practice for mothers. Most mothers wean their children within 3 months after birth which later have serious effect on the health of such children. In Mpatano-Ahanta west district of the western region, mothers are highly found of this act. Mpatano is a local community who are more familiar with local languages.
Situational Analysis
Statistics shows that breastfeeding of infants in Mpatano district has increased from 60% to 45% in 2014. This is as a result of lack of requisite institution who will sustain public education on the benefits of breastfeeding, lack of education during antenatal care and Traditional and non-factual advices.

Marketing objectives:
 To create awareness on the effects of early child weaning and the importance of breastfeeding up to 6 months among 60% mothers in Mpatano district.
• To launch a heavy campaign exercise in the community for mothers on the effects of early child weaning.
• To sensitize about 60% of mothers to wean children exclusively after 6 months.
• Embark on 6 months campaign against early child weaning.

Advertising time periods: August – December 2016.
Media Budget: 42,185.00
Promotional Activities- Posters, Flip charts, Bill boards and Flyers.



Advertising objective:
• To boost awareness on the effects on early child weaning with the goal of reaching out to 60% of mothers in Mpatano district within 6 months.

Media objective:
To sensitize Mothers of breastfeeding up to 6 months, before child weaning in the Mpatano district.
• Target audience consists of teen age mothers and mature women from ages of 14-30years in Mpatano district.
• Geographically, mpatano in the western region.
Media strategies:
• Local language will be used in the print materials to aid quick and easy understanding.
• Print media will use the combination of posters, flip charts and flyers will be utilized.
• Outdoor will use bill boards and bus shelters to advertise message.
• Display materials at viewable post to increase exposure within 2 months.

Posters are the primary medium of communication: A3 size poster.
Advantages:
• They have high reach of awareness.
• High readership and viewership
• Easy to understand by the use of symbols and drawings.
Flip charts: as secondary medium, which will be used for public education.
Advantages:
• Chance of explanation of message and symbols.
• Opportunity for targets to ask questions.
• Gives more understanding and meaning to message.
Outdoor media: it will be a combination of billboards and bus shelters in the district.
Advantages
• Wider view of campaign message
• Broad reach to all populace
• High frequency.

Summary:
The plan is targeting mothers in Mpatano district who are having radio as their medium of receiving information. Using August – December 2016 to create awareness since by the middle of the year most pregnant women will have delivered. The campaign is set to sensitize 60% of mothers in the community. The team will use observation method and survey to find out how effective the campaign was in the community.

Check list
Primary research was conducted on target audience to gather information.
The time for our public education and house to house will be between the hours of 1pm -3pm twice a week.
Our campaign message will be on bill boards and potters all around the community.