Lecture Logic: The Marlow FM Brief

By Erica Wenham, Thursday 01 November 2012.

Modern Marketing Information & Analysis (Week 6)

CW1 Marlow FM Brief

The Brief for the CW1 on Marlow FM was revealed to us this afternoon and is due to be worth 40% of our overall grade for the module. The brief and specifically set tasks are outlined below.

The Brief/Background

2 years ago, Marlow FM approached BNU to help with devising:

• Audience Research Questionnaire
• A Media Kit to attract advertisers

These both now need revising, but the idea is that they should be linked via more depth research of the audience that could be used to attract more listeners—in numbers and in value terms.  This information is then to be matched to research on what advertising potential exists within the transmission area. Following this there is a need to research what a media kit should contain to attract these advertisers and how this should be communicated on or offline (or both). The brief is to design research that could help to achieve these objectives.

The Task

Your group will set out a full research plan, based upon either the Charity Project or Marlow FM Radio Brief. Please ensure the report sets out the following;

• Identify the most appropriate form of market research in a given situation and implement that research effectively and efficiently presenting valid and appropriate conclusions and recommendations
• Critically assess the contribution of marketing to the bottom line
• A research plan and show how you will carry this out with defined tasks for each member of the group. The plan must contain:
• Rationalisation for research methods used, matched against the objectives
• Demonstrate how it will deliver verifiable data and data collection techniques and insight
• Rationalised demonstration of how digital technology will/will not be used to carry out the research
• Time Plan