BSBADV507 – Develop a Media Plan

Assessment

Qualification:
Training Package:		BSB Business Service
Due Date:	Week 4	Assessment Type: Case study/ PowerPoint Presentation

Assessment Guidelines

Please read the following assessment guidelines carefully.

The purpose of this activity is to assess your knowledge and skills in
If you have any considerations that may affect your performance in the assessment, please inform your assessor immediately. Your assessor will provide you with a suitable alternative to complete this
Your assessor will mark your assessment and provide feedback and a grade to you via the assessment submission on Moodle.
If you feel the decision made by your assessor was incorrect you have the rights to appeal the grading through filling out an appeals form which will then be handle by the Academic
A “NYS” (not yet satisfactory) result of this task may be returned to you for a re-assessment. Re-assessments must be submitted by an agreed date with your
The re-assessment work must address the specific performance tasks beyond doubt for the assessor to issue a satisfactory (pass) A repeat NYS outcome could lead to an administration fee for further reassessment.
All work must be done individually. Copied work will not be accepted and

By adding my name to this document, I hereby declare the work is my own and has not been copied from any other source.

Student NAME: Date:

BSBADV507

Develop a Media Plan

Learner Assessments

Summative Assessments

The summative assessments are the major activities designed to assess your skills, knowledge and performance, as required to show competency in this unit. These activities should be completed after finishing the Learner Resource. You should complete these as stated below and as instructed by your trainer/assessor.

Knowledge, skills and performance may be termed as:

Knowledge – knowledge requirements, required knowledge, essential knowledge, knowledge evidence
Skills Performance
- skill requirements, required skills, essential skills, foundation skills
- evidence requirements, critical aspects of assessment, performance evidence.

Section A: Knowledge Activity

The Knowledge Activity is a series of activities to confirm your competency for all of the required knowledge in the unit of competency.

Section B: Skills Performance Activity

The Skills Performance Activity is designed to be a practical activity performed based on the information you have obtained in Section A. You should demonstrate the required practical tasks for the unit of competency and be observed by the assessor, as applicable to the situation.

If necessary for the activities, you should attach completed written answers, portfolios or any evidence of competency when submitting this work.

Marking guidance

You will undertake two Summative Assessments as your own work but communicating with others.

To satisfactorily pass this unit, you need to ensure that each component of the Summative Assessment (Sections A & B) is completed, submitted and marked Satisfactory.

Submission

See the Unit Outline and listen to your trainer for the due date for this assessment.

You will be supplied with the assessment materials via the Moodle course for this unit.

It is acceptable to prepare and capture parts of your work using word processing, scanned document or other forms of technology (eg audio recordings). When you do this, you MUST name the files correctly and upload them to the Moodle course for this unit.

Make sure that you complete and submit the cover page each time you submit your work for a Summative Assessment.

Feedback and results

You will receive supportive feedback about your work for your Summative Assessments.

See the International Student Handbook for the College’s policies on resubmissions and appeals.

You can always talk to your trainer about the feedback and your progress.

Section A: Knowledge Activity

Objective: To provide you with an opportunity to show you have the required knowledge for this unit.

The completion of the following activity will enable you to demonstrate the foundation skill of:

Get the work done

Takes responsibility for planning, sequencing and prioritising tasks and own workload for efficiency and effective outcomes

The completion of the following activity will enable you to demonstrate your knowledge of:

outline and explain data analysis and matching techniques
identify principles and characteristics of advertising media, types of media and advertising strategies
identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations
identify and explain ethical principles relating to advertising industry
define terms for describing media audiences.

Answer each question in as much detail as possible, considering your organisational requirements for each one.

Background

You are employed by Bounce Fitness as their General Manager Marketing. You will find the login details in the Moodle course for the Bounce Fitness website and intranet – http://bounce.precisiongroup.com.au

The documents you will require for Bounce Fitness can be found on the Bounce Fitness website:

Procedures tab / Administrative Procedures / Style Guide
Infrastructure tab / Current Projects /
- Bounce Fitness Corporate Marketing Plan
- Creative Brief for the Introduction of Corporate Fitness Programs
- Market Research Results of Creative Brief for the Introduction of Corporate Fitness Programs

Be sure to check out the other documents to get information on the business. You may need to conduct further research.

The Bounce Fitness CEO has asked you to develop a media plan for 6 months. More information about this brief is available in the Section B: Skills Performance Activity section below.

To ensure you do a really good job, you have decided to do some research and prepare notes based on the topics below.

Describe the term ‘data matching’ and why it is used when developing a media plan (50-70
Describe five different data analysis techniques used when developing a media plan (10-30 words per technique)
Explain the key principle of media advertising (100-150 words)
Describe five different types of media or advertising strategies used when developing a media plan (10-30 words per technique)
Complete the table below regarding the following legislation, codes of practice and national standards affecting business operations.

Legislation, codes of practice and national standards affecting marketing communications	Describe how these impact an organisation’s e-marketing communications (10-60 words each)
Australian Competition and Consumer Commission (ACCC),
Anti-Discrimination Laws
Australian Consumer Law (ACL)
Privacy Act 1988
Advertising Federation of Australia
Australian Communications and Media Authority (ACMA)
Australian Competition and Consumer Commission (ACCC)
Australian Marketing Institute’s (AMI) Code of Professional Conduct
Direct Marketing Code of Practice

List and explain the 10 Communications Council ethical principles used in the Australian advertising industry (50-100 words)
Complete the table below to define the terms used to describe media audiences.

Media audience terms	Define each media audience term (20-60 words each)
Demographics
Psychographics
Geographic and Lifestyle
Cultural Factors
Values

Review the tasks required in Section B: Skills Performance Activity below and complete the following table to indicate how you will complete all of these tasks by the assessment deadline:

Task	Desired deadline	Comments

Section B: Skills Performance Activity

Objective: To provide you with an opportunity to demonstrate the required performance criteria, performance evidence and foundation skills for this unit.

This activity will enable you to demonstrate the following elements and performance criteria:

Define media requirements
- Identify target audience characteristics from advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences
- Analyse product market factors to determine reach and frequency requirements of advertising media selected
- Analyse creative requirements of advertising message and determine media implications
- Identify media merchandising requirements from the advertising brief
- Confirm media budget and identify legal and voluntary constraints.

Select media vehicles

2.1 Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account

2.2 Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

2.3 Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget

2.4 Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget

2.5 Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget

Determine media schedule

3.1 Ensure duration and timing of media schedule meet requirements of the advertising brief

3.2 Determine distribution of messages over duration of schedule to meet requirements of the advertising brief

3.3 Create a media schedule to satisfy advertiser

3.4 Develop alternative media schedules for advertiser within budget

3.5 Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained.

Produce a media plan

4.1 Create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement

4.2 Specify recommended media and vehicle/s, and rationale for their selection in the media plan

4.3 Ensure media plan contains a budget allocation per medium per advertising period

4.4 Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan.

This activity will enable you to demonstrate the following performance evidence:

produce a media plan for an advertisement which:
- defines media requirements of an advertising brief
- specifies rationales for media vehicles chosen
- ensures media schedule meets requirements of the brief
- contains budgetary allocation for each advertising medium
develop measures to assess effectiveness of media vehicles selected.

This activity will enable you to demonstrate the following knowledge evidence:

list organisational products and services offered
identify organisational budget and resource constraints

This activity will enable you to demonstrate the following foundation skills:

Reading
- Identifies, analyses and evaluates complex texts to determine requirements of advertising brief, and legislative, regulatory and business requirements
Writing
- Writes in a range of styles to suit job requirements and different audiences
Oral Communication
- Uses appropriate techniques, including active listening and questioning, to convey and clarify information
Numeracy
- Analyses and processes complex data to determine schedules and budget
Navigate the world of work
- Takes full responsibility for following implicit and explicit voluntary constraints related to budget, legal and ethical requirements in selection of media vehicles
Get the work done
- Takes responsibility for planning, sequencing and prioritising tasks and own workload for efficiency and effective outcomes
- Analyses relevant information to inform decisions about media requirements to conform to the brief
- Utilises continuous improvement and testing strategies to ensure effectiveness of final media plan
- Uses familiar digital technologies and systems to enter data, organise and present information

Answer the activity in as much detail as possible, considering your organisational requirements.

Assessment information

Use the information provided, together with the information that you researched and wrote about for Section A: Knowledge Activity in this Assessment workbook, as well as your own research, to complete this assessment.

For this assessment, you will undertake a series of tasks which will help you develop a media plan based on the following information provided to you by Bounce Fitness’s CEO:

The Client and Project

This campaign is for the Bounce Fitness Corporate Marketing Plan. Bounce Fitness has four fitness centres in three major cities on the east coast and one in a large regional centre in Queensland.

Target Audience

Businesses with over 20 employees primarily in the age groups of 20 to 50 through establishment of contracts with the businesses. Bounce Fitness programs are to be included as part of their employee benefits programs. This group represents the single largest cluster most likely to make large-scale use of facilities. Emphasis should be placed on larger corporations in each CBD of Melbourne, Sydney and Brisbane. A proportionally smaller investment should be made in Cairns.

Seasonality

Schedule support, to the extent affordable, to provide continuous activity during late July – October. This period accounts for 80% of total membership sales and therefore highest demand by staff of businesses. It is also the beginning of the new tax year and will be more feasible for the businesses.

Geography

Allocate funds in accordance with market-volume contribution. Sydney, Melbourne and Brisbane should receive the bulk of the funding.

Communication and

Creative goals

The effective frequency level for high BDI markets in the three major Centres (Sydney, Brisbane and Melbourne) will be 2+ exposures over a typical four-week advertising period. This relatively low frequency goal reflects:

• The lack of competitive advertising presence in the market.

• The clean and straightforward presentation of product benefits (rather than image) in the creative execution.

Recognising the different selling environment between high and low BDI markets, the effective reach in local advertising will be increased upwards of the three-state goal.

Budget

$2,500,000 for the six-month period.

Compile your work ensuring that they meet the guidelines in the Bounce Fitness Style Guide http://bounce.precisiongroup.com.au/procedures/ administrative-procedures/

You should also use the following templates which together constitute Bounce Fitness’s Corporate Fitness Program’s Media Plan: http://bounce.precisiongroup.com.au/documents/administrative/ :

Consumer Profile Template – available from the Moodle course where you found this assessment
Media Schedule Template – available from the Moodle course where you found this assessment
Media Plan Template – http://bounce.precisiongroup.com.au/documents/administrative/

Create a customer profile and media requirements analysis document

Prepare a:

Customer Profile based on the above brief ensure you use the same terms as those used in the brief and using the Customer Profile template
Media Requirements Analysis Report which contains the following information:
- Purpose of document (30-50 words)
- Summary of media plan brief (50-70 words)
- Detail products and services being covered by the media plan brief (20-50 words)
- Media plan brief budget and timeline (5 words)
- Product market factors to determine reach and frequency of media advertising (50-70 words)
- Creative requirements and media implication of advertising message
- Media merchandising requirements
- Legal, codes of practice and national standards affecting this brief (100-150 words)
- Positive and negative characteristics for at least three alternative media advertising options, taking into account past media performance, using the following table:

Media Vehicle (1-5 words)	Positive Characteristics (5-20 words)	Negative Characteristics (5-20 words)	Match to What Communication? (1-5 words)

Evaluate and test these three alternative media advertising using the table below – Score = 1–5 – where 1 is the lowest and 5 is the highest

<Insert media advertising type> (1-5 words)		Score	Additional Comment (2-10 words)
	Impact
	Inform
	Persuasion
	Remind/recollection

<Insert media advertising type> (1-5 words)		Score	Additional Comment (5-10 words)
	Impact
	Inform
	Persuasion
	Remind/recollection

<Insert media advertising type> (1-5 words)		Score	Additional Comment (5-10 words)
	Impact
	Inform
	Persuasion
	Remind/recollection

Save these documents as:

“BSBADV507 Task 1 Customer Profile <Your name>”
“BSBADV507 Task 1 Media Requirements Analysis Report <Your name>”

Create a media schedule

Prepare a Media Schedule which:

Uses the Media Schedule template
Is based on the brief and your Media Requirements Analysis Report from Task 1 and within budget
Contains budgetary allocation for each advertising medium
Meets:
- creative, reach and frequency requirements of the advertising message
- duration, timing and distribution of messages of media schedule requirements of the advertising brief
Ensures the selected media options meet legal, codes of practice and national standards

Save this document as “BSBADV507 Task 2 Media Schedule v1 <Your name>”

Ensure media schedule satisfies CEO requirement

You now need to interact with another BSBADV507 Develop a media plan student who has completed and submitted their work for Section A: Knowledge Activity above. This person will act as Bounce Fitness’s CEO, who requested this work. Ensure this person has a copy of your Media Schedule before attending the meeting. This person will also need ask you to prepare two alternative media schedules for them following the meeting.

At this meeting (10-15 mins), you need to:

Facilitate a discussion to:
- Specify why you chose your media options
- Identify whether your Media Schedule meets the needs
- Clarify if you need any further information related to you preparing two alternative media schedules
Use appropriate techniques, including active listening and questioning, to convey and clarify information

Your trainer will advise you when this role play will be undertaken.

Create two alternative media schedules

As per the CEO’s request in Task 3, prepare two alternative Media Schedules which:

Use the Media Schedule template
Are based on the brief and your Media Requirements Analysis Report from Task 1 and within budget
Contain budgetary allocation for each advertising medium
Meet:
- creative, reach and frequency requirements of the advertising message
- duration, timing and distribution of messages of media schedule requirements of the advertising brief
Ensure the selected media options meet legal, codes of practice and national standards

Save these documents as

“BSBADV507 Task 4 Media Schedule v2 <Your name>”
“BSBADV507 Task 4 Media Schedule v3 <Your name>”

Create a media plan

Prepare a Media Plan which uses the Media Plan template and determines the testing schedule for the media plan to continually modify media plan in accordance with results obtained.

Save this document as “BSBADV507 Task 5 Media Schedule v1 <Your name>”