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Assessment Materials (BSBADV507B) Assessment Task 3 BSBADV507 Develop a media plan 1st edition version: 2 Page 1 of 3 Produce a media plan – written report and presentation Submission details Candidate’s name ID no. Assessor’s name Staff no. Assessment date/s Time/s The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See specifications below for details. Performance objective You are required to demonstrate your ability to prepare a media plan that defines media requirements, specifies recommended media and specific media vehicles, takes budget allocations in to consideration, and has measures in place to evaluate the impact and effectiveness of the media plan. This plan will be presented to your peers and assessor at a time and place specified by your assessor. Assessment description Design and develop a full media plan. The media plan must include, the information in the reports you prepared for Assessment Tasks 1 and 2. The media plan should be between 20 and 30 pages in length, and adopt a similar format to the Cocoa Delights Media Plan. You should use this plan, as well as the associated media budget and media schedule, as a guide for your media plan. You may use a different format, but ensure that all the key information is covered. ● Consolidate and make any necessary adjustments to your reports in response to the feedback provided by your assessor from Assessment Tasks 1 and 2. ● Design and develop a media plan, using the Cocoa Delights media plan, or you can use your own template. ● Identify which effectiveness measures you will use to evaluate the media plan. Assessment Task 3 BSBADV507 Develop a media plan 1st edition version: 2 Page 2 of 3 Procedure 1. Review the Advertising brief provided in Assessment Task 1. 2. Review the Cocoa Delights media plan in the Assessment Task Appendices, and use this as a template for your own media plan, alternatively you may have access to another media plan from your own workplace, create your own from scratch. 3. Create a media plan which defines and addresses the media requirements of the advertising brief and provides evidence to support each requirement. Ensure that the media plan contains the following sections: a. executive summary (an overview of what the report will cover) b. situation analysis (marketing analysis, advertising analysis) c. media strategy (which media vehicles will you use for each target audience, as well as associated creative and communication considerations) d. media scheduling (allocations/distribution considerations and budget restrictions of your selected media) e. campaign evaluation strategy (statement of advertising goals in terms of measurable results, evaluation measures and contingencies for media schedule adjustments). 4. Present your media plan to the class. Assessment Specifications You must submit this assessment after session 4. Your Trainer will provide you with the date for submission at the conclusion of session 4. You must submit a report and deliver a presentation(using Power-point slides) that clearly outlines all of the elements of how to produce a media plan. Your assessor will be looking for evidence of: ● the communication skills necessary to consult on the media schedule ● the evaluation skills to compare and weigh-up advantages of one medium over another, and to match media vehicle characteristics with media requirements ● the literacy skills needed to interpret the characteristics of different media and to match them to the requirements of the advertising brief ● data analysis and matching techniques ● an explanation of the legal and ethical requirements relating to the advertising industry ● a demonstrated understanding of the organisation’s products and services ● an appreciation of the organisation’s budget and resource constraints ● a demonstrated understanding of the principles and characteristics of advertising media, types of media and advertising strategies Assessment Task 3 BSBADV507 Develop a media plan 1st edition version: 2 Page 3 of 3 ● a knowledge of key provisions of relevant legislation, codes of practice and national standards, from all levels of government that affect business operations. ● terms for describing media audiences Your assessor will be looking for evidence of: ● a succinct and well organised report with a clear layout ● research – a bibliography is required clearly outlining references that you have used and dates accessed if using online resources ● improvement in certain areas, based on the feedback received from previous assessments, that needs to be included in this report. Assessment Outcomes ● To complete the requirements of this Task students you must undertake and provide evidence as per Assessment Specification section above. ● the assessment evidence submitted must be authentic, i.e is 100% of your own work and not plagiarized (Refer students to handbook for guidance on how to avoid plagiarism). If plagiarism is suspected, your Trainer/Assessor will use the RTO plagiarism software to authenticate the work. Disciplinary action occurs as a result of plagiarism. ● Where the assessor determines that the work submitted by a student is not their own work, they will report this to the Chief Executive Officer. The CEO will investigate the issue and if plagiarism or cheating is confirmed, the student’s work will not be taken into account in determining the student’s competence in the relevant unit. Students are able to utilize Dalton College’s complaints and appeals procedure if they wish to contest the decision ● If your Assessor does not receive sufficient evidence for this task, you will be provided the opportunity to resubmit. ● If after resubmitting your Assessor still has not received sufficient evidence you will be required to re-enrol for the whole unit of competency. Assessment Materials (BSBADV507B) Assessment Task 1 BSBADV507 Develop a media plan 1st edition version: 2 Page 1 of 5 Define media requirements Submission details Candidate’s name ID no. Assessor’s name Staff no. Assessment date/s Time/s The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor. Submit this document with any required evidence attached. See specifications below for details. Performance objective You are required to demonstrate the ability to define media requirements. Specifically, you must be able to identify the target audience and prepare a consumer profile, analyse product market factors, analyse the creative requirements of an advertising message, identify media merchandising requirements, confirm the media budget and legal and voluntary constraints. Assessment description You are required to define the media requirements for a media plan based on the information given in the advertising brief provided in Appendices of this Assessment Task. Write a report to address each of the following: ● identify the target audience ● a detailed customer profile ● relevant market factors to be considered ● creative and media implications ● merchandising requirements ● legal and voluntary constraints ● available budget. Procedure 1. Read the advertising brief provided in the Appendices of this Assessment Task. Assessment Task 1 BSBADV507 Develop a media plan 1st edition version: 2 Page 2 of 5 2. Identify the characteristics of the target audience from the advertising brief. 3. Prepare a detailed consumer profile. 4. Analyse market factors to determine the reach and frequency required for each of the advertising media suggested in the brief. Consider the following factors: a. level of involvement b. product usage and life cycle c. advertising message characteristics d. product characteristics e. competitive situation f. media environment. 5. Write a paragraph on the creative requirements of the advertising message and the media implications, taking the available budget into consideration. 6. Outline the product or service merchandising requirements. 7. Identify any relevant local, national or international legislation or standards that you may need to consider. Assessment Specifications You must submit this assessment after session 1 at the commencement of session 2. You must submit a report that clearly outlines all of the elements listed above. You may wish to use the following headings: ● identifying the target audience ● detailed customer profile ● relevant market factors to be considered ● creative and media implications ● merchandising requirements ● legal and voluntary constraints ● available budget. Your assessor will be looking for evidence of well defined: ● target audience characteristics: ○ demographic ○ lifestyle ○ social and cultural factors ○ values or attitude factors ○ existing product usage. ● consumer profile: ○ demographic information ○ psychographic information. Assessment Task 1 BSBADV507 Develop a media plan 1st edition version: 2 Page 3 of 5 ● market factors: ○ identification of the product or service as high involvement or low involvement ○ product characteristics ○ competitive situation. ● creative requirements: ○ words, pictures, sound, music, action, colour, etc.? ○ will the advertising be in electronic or physical form? ○ will the advertisement need to consider local, national or international creative boundaries? ● merchandising requirements: ○ will the product or service advertising be relevant to specific communities? ○ will the product or service have an association with a specific media vehicle and why? Your assessor will also be looking for knowledge of: ● data analysis and matching techniques ● legal and ethical requirements relating to the advertising industry ● organisational products and services offered ● organisational budget and resource constraints ● principles and characteristics of advertising media, types of media and advertising strategies ● key provisions of relevant legislation, codes of practice and national standards, such as: ○ anti-discrimination legislation ○ consumer protection laws ○ copyright legislation ○ ethical principles ○ fair trading laws ○ privacy laws ○ the Competition and Consumer Act 2010. ● terms for describing media audiences. Assessment Outcomes ●To complete the requirements of this Task students you must undertake and provide evidence as per Assessment Specification section above. ●the assessment evidence submitted