Functional Advertising

Master Agency Media Services

Functional advertising

Functional advertising falls within non-campaign services.  Functional advertising is simple and informative, and generally for immediate or short-term appearance.

This type of advertising incorporates all types of media which involves state, national and international paid media placement. Functional advertising includes:

  • expressions of interest, requests for tender, requests for quote
  • public transport timetable notices and road closures
  • announcement of changes to government services
  • availability of government funds, grants and award programs
  • details about community consultation, public hearings, investigations, seminars, workshops and other government events
  • statutory/regulatory notices: legislative changes, environmental assessment or development notices
  • urgent public health or safety announcements (e.g. non statutory notices for emergency)
  • community announcements.

How to book your advertisement

For media planning and advice, please contact ZenithOptimedia. The following provides an overview of the steps involved to book and despatch your advertisement.

Step One – Media planning and consultation

Brief ZenithOptimedia about your target audience, media preferences, size, placement, position and dates.

Step Two – Review and approve

ZenithOptimedia will develop a media plan based on your brief. This will include confirmation of advertisement specifications, deadlines and choice of media. Take the time to review and request changes if needed.

Step Three – Book your advertisement

Send the approved media plan to ZenithOptimedia. This is confirmation to purchase the agreed media on your behalf. Ensure you obtain financial delegate approval and signature from within your department/organisation.

Step Four – Confirmation of booking

ZenithOptimedia will send you a confirmed media schedule of programming and spots. You will also receive proof of appearance after all your advertisements have appeared.


Developing and despatching your advertisement

Contact ZenithOptimedia to discuss how to develop and despatch functional advertisements. If you need to use the in-house service provided by ZenithOptimedia, an overview of the process is as follows:

Step One – Media planning and consultation

Contact ZenithOptimedia and advise them of your anticipated requirements for the development of your advertisements.

Step Two – Submit

Submit your approved copy and specifications to ZenithOptimedia. Include size, choice of media and placement dates.

Step Three – Review

ZenithOptimedia will provide you with a proof for your approval. Take the time to review, and if required, resubmit the proof with your changes. If you are satisfied with the proof, you can proceed to Step Five below.

Step Four – Review and approve

Receive your revised proof from ZenithOptimedia. If you are satisfied with the proof, sign off or seek approval (including financial approval) and submit for despatch. If further changes are required, resubmit and repeat this sign-off process.

Step Five – Book your advertisement

Confirm with ZenithOptimedia that relevant media has been booked. ZenithOptimedia will despatch your artwork to the designated media at your agreed rate.

Note that ZenithOptimedia provides an Ad Technology service to enable you to self-set your advertisement into pre-determined templates for most media. When using Ad Technology, the production, media booking and approval processes are streamlined into one workflow.

Sample booking and briefing forms are provided below. To obtain current copies of these forms, contact your account manager at ZenithOptimedia or your Senior Communication Officer in the first instance.

You may also contact ZenithOptimedia or your Communication Branch for any other information. View the Contact list.


Back to: Communication Planning and MAMS

Last updated on Monday, 24 February 2014