The media plans are designed and developed to increase the social awareness for the betterment and upliftment of the society. Apart from the political parties and businesses it also creates an image of the mission and vision of the services and publicizes all manifestoes. To have an effective media plan, it must be attractive and impact creating that can be only achieved by creative thinking. There are no particular set rules, but it requires campaign and creativity planning. there are different stages of media plans that start from the brainstorming, visualization, and ideas. The media plan target consumers specifically(Garcia, 2018). The objectives are traditionally stated as to inform persuade and potential customers for the advertisement of the product. In the present report, the media plan for Macquarie Telecom Groupis developed that reinforce brand image in the mind of consumers. The media strategy involves advertisement policies for the Macquarie Telecom Group especially use OSS telecom technology in both non-traditional and traditional media outlets. OSS Telecom Technology is used in Macquarie Telecom Group and the aim is to improve the media services by using media plan.

Task 1: Requirements of media

Target audience and its characteristics

OSS telecom technology has projected two main types of products for the audience. The increase in operations can be increased with the system that enables accurate, feature-rich billing services, a timely and flexible condition in the telecom industry.

Potential customers	Growth	2018	2019	CAGR
Telecom operators	8%	606	654	7.9 %
Internet service providers	10%	2411	2891	9%
Application service provider	10%	3334	3651	10%

The customers of OSS telecom technology in the media plan are considered as primary and secondary markets. The stepped target market strategy is developed for the OSS telecom technology and the target audience are vendors that are interested in the installation process(Gill, 2018).

Creative requirements for advertisement

The media planning is an important consideration for the process of advertisement of a product and it requires knowledge of mass communication and marketing skills that will determine suitable deals for the audience and advertiser. The creative advertisement of OSS telecom services will be cost-effective for the company and it can be tackled for placement of advertisement(Garcia, 2018).

The objectives of media plans are mentioned below,

1. To develop an awareness of brands and product

2. To provide brand information and product information

3. Reinforces past brand experience and purchase conditions

4. To communicate information about the product

5. To urge the customers for the products

6. To expand the product distribution in different regions

7. To increase the relationship with customers, brand loyalty, and brand preference

The creative requirements for the media plans include consideration of price, features of the services, service offering to the target audience, product flexibility, scalability, and vendor experience. The OSS telecom technology will follow the stepped strategy to make it sure that the services for the customers are over deliver and under commitment(Rbr. com, 2009).

Legislative, ethical and other organizational constraints

The ethical and legal considerations are under the need to access the Australian communication and Media Authority (ACMA) and communication council and the Australian association of national advertisers (AANA). The information, legislation, and other conditions are defined by these laws of Australia. These laws provide information related to relevant legislation, national standards, and codes of practices that affect business operations, particularly for media advertisement strategies. Under these laws, the company can identify an opportunity to expand the current business. The company can enter into a new market by increasing the new range of services and products.

Relevant terminology and consumer profile

The media plan considers commonly accepted terminology that is used by the media advertisement providers that describe their potential and actual audience. Under the developed terminology, a detailed consumer profile is created that access all the target. The media plan will address different consumers including everyday user, corporate and business user, the rural user, the internet user, and student use of technology and telecommunication.

Target and frequency of advertisement

The target audience includes users of the latest technology, telecom operators, system integrator, and vendor that use OSS solutions for customers. The target audience will respond well with the increasing confidence of the sponsors. The specification of the target market is considered in the marketing objectives and the decision process will affect the desired behaviour. After identification of the target market, the next process is to make the copywriter available under the specific market that is psychographic and demographic. The media plan considers different market factors that are related to the project, services and products(Talk-business. co. the UK, 2019).

Task 2: Select media vehicles of Develop a media plan

Available media options

The media vehicle can be referred to specified methods such as radio, newspaper, and digital media. These media vehicles will be used by Macquarie Telecom company to deliver the advertisement messages to the target audience. The first step of the selection process is to identify the suitable media class from television, social media, internet, newspaper and magazines and radio(Ncert. nic. in, 2020). There are different possible options for the advertisement including direct email system, newspaper and magazines, radio advertisement, film advertisement, television advertisement, outdoor advertisement, and exhibitions. In the present case, the best strategy is to use social media, website services, and email to subscribers. The most effective way to access the target segment is by sending personalized emails that distinguish the brands and the other possible way is to advertise the policies and services of OSS telecom technology on the website of Macquarie Telecom Group, Australia(Talk-business. co. uk, 2019).

Pros and cons of each of Develop a media plan

In this section, the pros and cons of different strategies used for the advertisement and media services are considered for the OSS telecom technology by using different technologies for the advertainment of Macquarie Telecom Group, Australia(Smhs. gwu. edu, 2019).

Pros	Cons
Email marketing
An affordable option of advertisement.	Sometimes the advertisement emails could be marked as spam.
The company can reach millions of people only one single click away.	It is possible that the right audience is not getting information.
The company can track all the efforts easily.	The creativity gets limited to sending emails.
Web-based information
The web-based advertisement address only particular online market segment and filter the customer audience.	It is possible that potential customers are not present online and rarely use these websites therefore it is not as popular as the social media services such as Facebook, Instagram, and YouTube.
One of the biggest advantages is that web-based advertisement is cost-effective and require an only limited amount of time.	Internet services are limited as one cannot buy ads on pages for advertisement.
The official websites campaigns are always under control and can be monitored. Another advantage is that it provides higher customer interaction.	The rate for click on the banners is decreasing around the world and a good percentage of users for the click services is no longer as attractive.
Facebook and YouTube
The Facebook advertisement is not expensive, and it provides low-cost services to achieve the goals. To run occasional Facebook campaigns the earmarking funds are required	The company is focused to deliver information about the services but who likes to pay for this? The algorithm provided by Facebook requires consideration of content to be seen.
The greatest aspect of Facebook advertising is that it is beneficial for all users regardless of employment, age, gender, and location conditions.	Facebook is not a preferred social platform as the conversion rate is low, return to have low interaction, and sometimes fake ads have put the credibility of business using Facebook.
In the telecommunication sector, nobody shares adverts as ad words. If the content of the company is interesting and someone shares the information the friends pop up on their feeds and information can become viral with no extra cost.	Facebook is a social network and it is not a business network. The advertisement can become fake and dormant profiles can change credibility.

Review of the available media budget

The size of the media plan can induce impact on the composition and the budget. The budget can impel the management to promote the business. In the business of OSS telecom technology of Macquarie Telecom Group, Australia, the rate of investment in the advertisement is high. Several major difficulties are faced in the budget issues such as effects of external variables such as population, variation in the quality of advertisement, time lag effect of an advertisement, and marketing activities of the company for the product improvement and stepped up personal selling.The master marketing budget is mentioned in table 2. The marginal analysis of advertainment budgeting is depicted in table 3. The benefits of advertisement are endless, but the cost and advertisement allocation can be measured by using equation 1.

Budget marketing plan
Expenses	Total budget (AUD)	Actual (AUD)
Market research	60, 000	40, 000
Owned media	10, 000	5000
Video advertisement (on YouTube)	30, 000	15, 000
Creative software design (web design)	40, 000	30, 000
Marketing platform	20, 000	10, 000
Hardware	160, 000	15, 000
Recruitment (full time	30, 000	20,000

The use of internet in the advertisement and marketing plan require online marketing strategies to be used. These online marketing strategies include social media marketing, buying ad space on websites, running ads on the websites or Facebook, and creating sign up bonus for the user of OSS telecom technology (Smiths. gwu. edu, 2019).

Marginal analysis (per month)
Alternative advertisement expenditure	300 AUD
Marginal advertisement cost	500 AUD
Net revenues	100 AUD
Marginal revenue	5000 AUD
Facebook advertisement cost	1500 AUD
Website maintenance	500 AUD
Marginal profits	1000 AUD
Legal and ethical requirements	500 AUD
Salary expense for web development	800 AUD
Internet expense	200 AUD

Rationale of recommendations of Develop a media plan

On the basis of budget and benefits, the cost-effective strategy is to use email advertisement and website development for the information required by the customers. In this scenario, the best alternative is to use a website page that will deliver all the information. The audience will be provided with the required information by sending personalized emails.

The expected impact of advertisement

The personalized emails will be delivered to the subscribers and they will access all the required information about the OSS telecom technique from the website of Macquarie Telecommunication company. The rate of the audience will increase directly by increasing the number of sending emails. The website will provide a discount for the instalment of set up according to the preferences of the customers. These discount packages will be valuable for the firms and customer that are looking for the best solution, one year guarantee, and instalment assistance for the services. It is estimated that more than 50 thousand subscribers of OSS telecom technique will increase after the 6-month advertisement. Social media advertisement will run parallel to this and it will be beneficial to use all the cost-effective strategies on the same page.

Task 3: Determine the media schedule

The purpose of the present media plan is to purchase ad placement and strategizing the advertisement and marketing process. The present media plan uses a combination of media that can achieve marketing campaign goals and work on the advertisement of OSS telecom technique services and product. The ideal target audience is the user of telecom technique, services, and products. The goal of the marketing campaign is to increase the awareness of people.

Detailed media schedule

The detailed media scheduling of OSS Telecom Technology used in Macquarie Telecom Group is based on the pattern of timing for the advertisement and product launch. Below in figure 1, the pattern of timing for the advertisement is mentioned in the flowchart. The table shows the flowchart matching with the favourable selling periods. The detailed media plan considers the frequency of investment that maximize communication goals.

Testing plan of schedule of Develop a media plan

There are five possible types of testing plan for the schedule. One-time charge plan that uses only one time charges, deposit charge plans that deposit charges, recurring charging plan, service charge plans and long-distance plans to access the customers. The testing plan consider the social media efforts and determine key performance indicators(Garcia, 2018). The testing plan considers different questions to access the effectiveness with an unlimited number of variables in social media testing. The sample questions to be considered are mentioned below,

1. What type of creativity in the OSS Telecom Technology used in Macquarie Telecom Group is introduced for the customers?

2. What social media source will engage a greater number of users?

3. What tone of the voice messages, service messages and email users can be most engaging?

4. Consider the most clickable advertisements and creative visuals that can be used for the conversions?

5. How the success rate can be measured for the content used in the websites and emails?

By using the social media testing strategy the company can measure the success level of campaign and how different groups are engaged in different types of advertisement. The OSS telecom services are widely used but it requires a complete program for the instalment and implementation. The testing plans will identify the productivity and variables that induced impact on the marketing of OSS telecom services(Daniels, 2017). The key variables in the testing plan are mentioned in table 3. In case if all the process does not go according to plan then it can be modified according to new terms and conditions. There are other alternative options for the advertisement and media plan. It is important to consider creativity, frequency and legal or ethical considerations.

Target analysis
Target variables	Company type, age of users, location of the service provider and client
Creative format	Video and static image
Creative design	Lifestyle, product-focused services, infographic conditions
Creative tone	Three types of services for the customers on the basis of the cost that include normal, premium services and supreme services.
Creative placement	Email, Facebook ads on the right-hand side, Facebook feedback, and web page information
Testing tools
Ads manager of Facebook	Breakdown and performance analysis
Google analytics	Usage of UTM codes to test and identify all the sites that are driving the ads.
Email tracker	To check whether the user is interested to read the mail and come for the services.

Alternative preferred plan

When it comes about the media marketing plan for OSS telecom technique provided by Macquarie telecom group, several marketing strategies can be used. The alternative plans include SMS marketing for the users, ads in the newspaper, radio, and television, improved SEO of the website, and video advertisement through YouTube. The best alternative that is cost-effective and efficient for the advertisement is YouTube service and videos(Ncert. nic. in, 2020).

Conclusion of Develop a media plan

The present work aimed to introduce marketing strategies that can be implemented for the OSS telecom technique provided by Macquarie Telecom group. The media services will increase the SEO of company and services will become more accessible for the customers from any location. The report considers all the project plan, best solution, alternative strategies and budget considerations for the implementation of these strategies.

Referencesof Develop a media plan

Daniels, J. (2017). 5 Alternative Marketing Strategies You Need to Consider. Retrieved from cultbizztech.com: https://cultbizztech.com/5-alternative-marketing-strategies-you-need-to-consider/

Garcia, A. (2018, 07 05). How to Create a Testing Plan for Your Social Media Content. Retrieved from www.socialmediatoday.com: https://www.socialmediatoday.com/news/how-to-create-a-testing-plan-for-your-social-media-content/527100/

Gill, G. (2018, 01 23). The Pros and Cons of Using Facebook Advertising. Retrieved from www.gillsolutions.com: https://www.gillsolutions.com/blog/pros-cons-using-facebook-advertising/

Ncert. nic. in. (2020). Campaign Design. Retrieved from www.ncert.nic.in: http://www.ncert.nic.in/ncerts/l/legd110.pdf?forcedefault=true

Rbr. com . (2009, 05 23). Media Testing and Test Marketing Procedures. Retrieved from www.rbr.com: https://www.rbr.com/media-testing-and-test-marketing-procedures/

Smhs. gwu. edu. (2019). How to create and implement an effective media plan. Retrieved from smhs.gwu.edu: https://smhs.gwu.edu/cancercontroltap/sites/cancercontroltap/files/Media%20Plan%20Guidance%20%20%2007%2008%202014.pdf?forcedefault=true

Talk-business. co. uk. (2019). Alternative marketing strategies companies . Retrieved from www.talk-business.co.uk: https://www.talk-business.co.uk/2017/03/27/alternative-marketing-strategies-companies-can-use/

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Develop a media plan

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