Channel and Media Planning Management and Relationship Management - Management Assessment Answer

Management Assessment Task

Q.1.1 Using the media square as a focus, identify and compare the reach, frequency, timing/continuity and impact elements that have been used in the case study to date. Fully substantiate your assessment. Then make recommendations as to whether or not there should be a shift in the media planning for Ukudlala Tours going forward, in context of the new opportunities and budget. Fully substantiate your recommendations by considering strategic direction, as well as all concepts addressed in Chapter 4. (25) Q.1.2 Identify and fully substantiate an appropriate media mix for Ukudlala Tours as the company plans for 2020 (and beyond). Include a timing plan for the media mix.

Q.1.3 Identify appropriate media tactics for Ukudlala Tours to follow the media mix you have proposed.

Question 2 

In his article, “Print is Dying and Radio is Next!”, Marino Sigalas states that “…just like when the internet crawled out of a nerd's basement and slowly ate newspapers and magazines, replacing them with online news services, blogs, Twitter and a thousand Russian fake news sites; so too will radio soon be replaced by something new, shiny and "same-same but different"

Question 3

Plan interviews with two media industry professionals and interview them regarding the future of the media industry. Deduce and explain the common perceptions and challenges shared by these professionals and recommend ways in which these may be addressed. ? Record and transcribe your interviews so that you can extract direct quotes. Provide these transcripts with your assignment as an appendix. ? Include your interview guide as an appendix to your assignment. The chosen respondents may not work for the same organisation. Media professionals may work within media companies and brands or within different types of media planning and buying agencies.

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