The Advertising Brief/advertising Approval Application Forms Page 3
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on best-practice road safety advertising principles.
Keep in mind that existing promotional products and nationally created ads are
available for use at a regional level. There may be a charge for some products or
files if you need to adapt them for your purposes. The average cost to change a
billboard file is $300. This can vary depending on the concept. Consult the
NZTA’s website at
to see
what’s available, and talk with the NZTA’s advertising team if you have any
queries. You can contact the NZTA’s advertising team at this email address:
advertising@nzta.govt.nz
What media will you use to deliver your concept, eg outdoor, print, radio, online,
Media
ambient?
Your chosen media should suit your concept and be the best way to reach your
target audience, eg a detailed concept is best suited to print as the audience has
time to read it and think it through.
If you’re unsure about what media is best for your target audience or you would
like some advice, contact advertising@nzta.govt.nz. Different media varies
widely in price. It’s better to reach your true target audience rather than invest in
media that’s not effective at delivering your campaign message.
Outline the proposed timeline or media schedule for your advertising campaign,
Timelines or media
ie when will the advertising start and when will it stop? Do you intend to use it
schedules
again and if so, over what timeframe?
Outline whether pre-testing has taken or will take place. Testing your concepts
Testing
with the target audience is essential, as it ensures your target audience will ‘take
out’ your key messages.
In the testing phase, target audiences interpret the creative idea/s and feed back
on what they think the ad is telling them. Testing allows you to establish whether
your concept delivers the correct message or whether it unintentionally delivers
other messages. It gives you the information you need to refine your concept and
develop the best ad you can.
Testing is a very worthwhile investment and doesn’t need to take a lot of time or
cost a lot of money.
More information on testing can be found on pages 11–14.
Describe how you’ll evaluate the effectiveness of your advertising, ie what
Evaluation
measures you intend to use.
Your objectives outline what you aim to achieve. Your evaluation should access
whether you have achieved them.
More information on evaluation can be found on pages 22–25.
NZ Transport Agency Advertising guide July 2012
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