BSBMKG627 - Execute advertising campaigns
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Task 2 –
Portfolio of Evidence
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Task summary
This assessment is to becompleted using the Bounce Fitness simulated work environment. This assessment task requires the student to review Bounce Fitness’ Corporate Marketing Plan, Creative Brief for the introduction of Corporate Fitness Programs, and their Corporate Marketing Plan Performance Review.
Required
·Access to textbooks/other learning materials
·Access to Bounce Fitness site documents Canvas
·Computer with Microsoft Office and internet access
Timing
·Your assessor will advise you of the due date of this assessment via Canvas.
Submit
·This completed workbook.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all the assessment criteria. If part of this task is not satisfactorily completed, you will be asked tocomplete further assessment to demonstratecompetence.
Re-submission opportunities
You will be provided feedback on your performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
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Assessment Cover Sheet
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Candidate name:
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Candidate ID
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Trainer’s Name:
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Date Submitted:
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Candidate declaration:
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I declare that:
·I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
·This assessment is my own work and where other’s works or ideas have been used, I have appropriately referenced or acknowledged them
·I understand that plagiarism is a serious offence that may lead to disciplinary action.
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Candidate signature:
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Task 2 – Portfolio of Evidence
Task 2 – Portfolio of Evidence
Part A: Cast Study 1
The documents the learner will need for this assessment can be found on the Bounce Fitness website in the following locations:
·Infrastructure tab / Current Projects / Bounce FitnessCorporateMarketingPlan
·Infrastructure tab / Current Projects / Creative Brief for the Introduction of Corporate Fitness Programs
·Infrastructure tab / Current Projects / Project Outcomes / Bounce Fitness Corporate Marketing Plan Performance Review.
·Further research may be required.
Introduction to Bounce Fitness
Bounce Fitness is made up of four fitness centres. Head office is currently established in Cairns, Queensland. The other centres are in Brisbane, (Queensland), Sydney, (New South Wales) and Melbourne, (Victoria). It is the intention of the Board of Directors that a new centre will be opened in Perth, (Western Australia).
It was established in 2001 by Margaret House as a single aerobic studio. After two years membership increases demanded the small leased centre be expanded and a new facility was built on land purchased by the organisation. In 2004 a second centre was established in leased premises in Brisbane and then Sydney and Melbourne in the subsequent two years.
The Head Office remains in Cairns and a Board of Directors has been established to oversee the function of the business in all of the centres. Each centre has a Manager, who reports to the CEO in Cairns, and a team of permanently employed fitness instructors and other casual instructors, all of whom report to the Centre Manager.
The business is operated on best business practice and complies with all legislative requirements, local by-laws and is registered with the national body.
Bounce Fitness intends to market its brand through excellence in service and expertise to establish itself as a premier provider of fitness and wellness in Australia. Much time is invested in training the Centre staff to upgrade their professional skills and in customer service to foster a loyal member base. Classes are innovative and varied with regular changes to routines and activities.
Bounce Fitness has developed choreographed fitness moves with accompanying music which is geared to the varying interests, needs and goals of the member group. It is intended that all around Australia, gym and fitness centre members will continue to be enhancing personal performance through classes designed and produced by this business.
Classes are coupled with state-of-the-art fitness equipment to cater to those who prefer resistance training to aerobic workouts. Additional free weights allow for use by even die-hard lifters.
All centres are carpeted in areas used for stationary activities, spacious, well-ventilated and air-conditioned to make the environment as safe and comfortable as possible. They are light and feature wrap-around mirrored walls. The decor was designed by a Brisbane firm and is updated every three years. There are showers, toilets, lockers.
Each centre features a retail section selling fitness shoes, clothes and other related fitness items. There is a small cafeteria which is leased to a provider who supplies healthy, low calorie drinks and light food.
Each Centre has regularly scheduled aerobic classes ranging from high intensity to low intensity. The scheduling is left to each Centre but must sustain a minimum average of twelve in each class for them to continue to be held. The style of classes changes as new methods are developed to sustain interest and provide variety.
Circuit classes are also scheduled for groups who move in a circuitous rotation around the different resistance equipment sequentially as instructed by the Instructor. They are required to complete interval aerobic exercises during the completion of a class to enhance the value of the workout.
Very low intensity classes are also held in age care facilities to keep residents active and incorporate light weights to keep them healthy. This exercise contributes to the physical and mental health of participants as well as providing an interest in their day.
Special classes are held in high schools for senior students, sheltered workshops and other special situations as requested and are operated at minimal or no cost as a community service.
Funding is primarily from memberships. Memberships are sold on one, three, six and twelve monthly basis on a decreasing fee scale. Casual members are welcome, but the daily rate is a premium one.
Each Centre sells memberships to 120%. This means that at peak times it could be quite crowded, but experience demonstrates that there is a maximum of 80% usage.
The retail arm of the business accounts for about 30% of the takings from each centre. The strategic plan for retail is set to increase investment in sales this year to 35%. Each Centre will be given a budget to develop and implement a sales and marketing plan to trial. The most successful may be implemented nationally and will attract an incentive for the most successful Centre.
The catering facilities are currently leased to private operators, and this is reconsidered during each annual planning session by the Board, which produces 5% of the income, less than the rent off-set.
Scenario
Read the Bounce Fitness Corporate Marketing Plan, the Creative Brief for the Introduction of Corporate Fitness Programs, and the Bounce Fitness Corporate Marketing Plan Performance Review.
Thesedocuments can be found on the Bounce fitness website in the following locations.
·Infrastructure tab/Current Projects/Bounce FitnessCorporateMarketingPlan
·Infrastructure tab/Current Projects/Creative Brief for the Introduction of Corporate FitnessPrograms
·Infrastructure tab/Current Projects/Project Outcomes/BounceFitnessCorporate Marketing Plan PerformanceReview.
Further research may be required.
Question 1
Using the Bounce Fitness Creative Brief for the introduction of corporate fitness programs, complete the following activities and use the information to prepare an advertising implementation plan.
Develop an advertising campaign plan. In your plan you will need to ensure that you:
-An overview of the project, the name of the campaign, description, target audience, advertising platforms, and goals
-Description of chosen advertising platform(s) including type, description, timeline and budget
-Timelines including the use of a tool to plot the identified tasks and timeline and develop a contingency plan for dealing with omissions and errors
-Budget
-Determine factors that could affect the implementation of the campaign.
-identify what resources, people and material, are required for the project and how you will organise and brief resources required so that they are prepared for the implementation of the plan
-outline key performance indicator targets at specific points during implementation and create a process for monitoring and the reviewing campaign performance in accordance with this
-include organisational, legal and ethical requirement considerations and how you will account for them
NB: You can use HubSpot, Monday.com, or any other software you may use this to help you. Alternatively, you may download a template, or create your own. You may upload your plan with your assignment as a separate document, or include your answer in this document.
Question 2
You need to negotiate with a media representative based on your chosen advertising mediums to get the best price and position for 20 advertisements to promote Bounce Fitness to corporations. The best position would be during the breakfast show time slot.
You will need to obtain quotes, emails, or other written conditions supplied by the provider which will reflect the negotiations that you successfully undertook to gain a better deal, through position, timing, number of views, etc.
How did you ensure that media contracts are legal and ethical and meet the requirements of the advertising campaign brief and schedule?
Attach quotes to your submission.
Question 3
Implement your marketing Campaign. You will need to carry out your marketing plan in accordance with the advertising plan that you created in Question 1.
a)Assume that you have communicated task requirements to relevant stakeholders in accordance with your advertising campaign and the strategy you described. Choose two (2) stakeholders and email them to confirm their role in the execution of the advertising plan.
b)Develop a process to support staff to complete their duties in the implementation of the advertising campaign.
Question 4
You are required to monitor your advertising campaign. Refer to the document “Corporate Marketing Plan Performance Review” for detailson the campaign’s performance.
a)Identify any variations in performance between expected and actual performance. Outline how you will address these.
b)Based on the progress of this campaign and your experience, identify areas of improvement for the future execution of advertising campaigns
Part B: Cast Study 2
In this part of the assessment, you are required to create an advertising campaign for your favourite alcohol beverage. This may be a drink from your home or favourite country making its entry into the Australian Market.
You may use HubSpot, Monday.com, or any other software you may have access to in order to complete the below. You may complete this as a separate file upload, or within this document.
In the course of the above, you must:
1.Select the medium to be used and draw up your marketing plan/campaign
2.Establish processes required to implement advertising campaign
3.Ensure your campaign meets:
- the AANA Food & Beverages Advertising Code;
- the AANA Code of ethics; and
- the Competition and Consumer Act 2010
BSBMKG627 - Execute advertising campaigns
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Task 1 – Knowledge Questions
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Task summary
·This is an open book knowledge test, to be completed in your own time.
·You need to answer all the written questions correctly.
Required
·Access to textbooks/other learning materials.
·Access to a computer and Microsoft Office.
·Access to the internet.
Timing
·Your assessor will advise you of the due date of this assessment via Canvas.
Submit onto Canvas
·This completed workbook
Assessment criteria
·All questions must be answered correctly for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
·You will be provided feedback on your performance by the Assessor via Canvas. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
·If any parts of the task are not satisfactorily completed, the assessor will provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
·You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
·You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
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Assessment Cover Sheet
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Candidate name:
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|
Candidate ID
|
|
Trainer’s Name:
|
|
Date Submitted:
|
|
Candidate declaration:
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I declare that:
·I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task
·This assessment is my own work and where other’s works or ideas have been used, I have appropriately referenced or acknowledged them
·I understand that plagiarism is a serious offence that may lead to disciplinary action.
|
Candidate signature:
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|
Task 1: Knowledge Questions
Question 1
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What are media pricing policies? Outline two (2) contractual considerations that should be considered before entering into an advertising agreement.
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Answer:
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Question 2
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What contingencies do you need to consider when running a marketing campaign?
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Answer:
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Question 3
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What are the key principles of advertising?
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Answer:
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Question 4
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List a minimum of four (4) specifications that should be outlined in an advertising brief.
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Answer:
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Question 5
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How does anti-discrimination legislation apply to advertising?
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Answer:
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Question 6
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How do consumer protection laws apply to advertising?
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Answer:
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Question 7
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How does copyright legislation apply to advertising?
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Answer:
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Question 8
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How do ethical principles apply to advertising?
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Answer:
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Question 9
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How does the Consumer Guarantees Act apply to advertising?
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Answer:
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Question 10
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How do privacy laws apply to advertising?
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Answer:
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Question 11
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What general process is followed when utalising print, television, film, video production for an advertising campaign?
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Answer:
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