This is the assignment consists of three assessment tasks, please finish it according to the assessor checklist. Each Assessment task should be answered in 4 pages. Thanks
Assessment Materials (BSBADV507B) Assessment Task 1BSBADV507 Develop a media plan 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. 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. · 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: · antidiscrimination 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 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. Appendix: Eywa advertising brief Client name: Carol Knox, Marketing Director, Eywa Project name: Earthsprite product launch Prepared by: Jessica Carter, Media Planner, Eywa Products Eywa is an Australian-owned company which produces natural chemical-free skin and body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties. These ingredients are derived from over 70 different plant and flower species including a few rare plants found in the Amazon rainforest. Eywa is about to launch its new Earthsprite skin care range. All of the Earthsprite products contain tamanu oil, a completely natural skin healing agent, which comes from the tamanu tree, indigenous to various parts of Southeast Asia. Advertising campaign objectives The objectives of the advertising campaign are to successfully promote the launch of the Earthsprite skin care range, create brand awareness for the Earthsprite products, and differentiate the brand from its many competitors. We wish to position the Earthsprite range as the only high-quality, 100% natural, highly beneficial skin care brand that is reasonably priced. Target audience The primary target audience will consist of female professionals and wives of professionals, aged 25–54. Roughly half of this group will be married with combined annual household incomes of approximately $150,000. They will be from various racial backgrounds. They live in inner city or suburban areas. The primary target audience consists of women who are beauty conscious and interested in looking after their well-being using holistic approaches to health. They consider taking care of their skin a major priority. They live an active life, occupying themselves with any combination of work, study, raising children, staying fit and healthy, and socialising. They are becoming increasingly aware of the adverse effects of chemical-based skin care products. They are searching for a skin care regime based on natural products which won’t harm their body or the environment. They are looking for natural skin care products which are good value for money and will leave their skin looking radiant and help fight aging. Media strategies Eywa could advertise using mainstream media such as free to air TV, radio, women’s magazines and health magazines. Online advertising including social media sites such as Facebook and Twitter could also be highly effective. Point-of-sale display space in a major supermarket or chemist chain should also be considered. The catchy slogan ‘Reconnect with nature’ should be used in all of the advertisements. Key advertising message · Earthsprite products are 100% natural, effective, affordable and innovative. · All Earthsprite products contain tamanu oil which possesses a unique capacity to promote the formation of new tissue, thereby accelerating healing and the growth of healthy skin. · Eywa believes nature provides us with everything we need to look and feel beautiful and healthy. Nature looks after us so we should look after nature. Eywa products contain ingredients from plants which are grown organically and ethically and are highly effective. · Eywa is 100% Australian owned. · Eywa’s products are excellent value for money and more reasonably priced than their competitor’s products. Tone and manner The Eywa brand already has an established tone and manner that it wants to continue with this range. The brand is contemporary, sincere, innovative, affordable, ethical and promotes nature and well-being. Campaign timeframe The advertising campaign will run for 6 months, from January 1, 2011 until June 30, 2011. Budget The budget for this promotion is $5 million. 1st edition version: 2 Page 5 of 6 Facilitator Guide Assessor Checklist Assessor Checklist Assessment Task 1: Define media requirements Candidate’s name ID no. Assessor’s name Staff no. Assessment date/s Time/s Outcomes Did the candidate: Satisfactory Yes No Submit authenticated work? Check with the RTO’s plagiarism software to authenticate if required. Submit a report that: · identifies the target audience characteristics from the advertising brief? · includes a detailed consumer profile? · analyses market factors to determine the reach and frequency requirements of advertising media indicated in the brief? · analyses the creative requirements of the advertising message in order to determine the media implications? · identifies the merchandising requirements? · identifies any relevant local, national or international legislation or standards? Performance indicators Did the candidate: Satisfactory Yes No The media requirements of the advertising brief are such as: - free to air TV - radio - women’s magazines - health magazines - Facebook and Twitter - Point-of-sale display With the key advertising messages such as: · Earthsprite products are 100% natural, effective, affordable and innovative. · All Earthsprite products contain tamanu oil which possesses a unique capacity to promote the formation of new tissue, thereby accelerating healing and the growth of healthy skin. · Eywa believes nature provides us with everything we need to look and feel beautiful and healthy. Nature looks after us so we should look after nature. Eywa products contain ingredients from plants which are grown organically and ethically and are highly effective. · Eywa is 100% Australian owned. · Eywa’s products are excellent value for money and more reasonably priced than their competitor’s products. Demonstrate knowledge of: · data analysis and matching techniques could include points such as: · the 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 · identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as: · terms for describing media audiences? Comments/feedback to participant Outcome: Successful Unsuccessful Assessor name: Assessor signature: BSBADV507 Develop a media plan1st edition version: 2 Assessment Materials (BSBADV507B) Assessment Task 2BSBADV507 Develop a media plan Select the media vehicles and determine a media schedule 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