- BSBADV406A - Buy and monitor media
Assessor Resource
BSBADV406A
Buy and monitor media
Assessment tool
Version 1.0
Issue Date: April 2024
This unit applies to individuals in an entry level position in a media planning or buying role within an advertising team or media organisation who are responsible for planning, buying and evaluating media selected to convey advertising communication messages.
This unit describes the performance outcomes, skills and knowledge required to confirm the requirements specified in a media plan, to conduct negotiations when buying media and to compare actual media performance against media plan objectives.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)
Employability Skills
This unit contains employability skills.
Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. | |
Overview of assessment | |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | Evidence of the following is essential: planning, purchasing and evaluating the performance of media used in communicating marketing objectives in at least one advertising campaign. |
Context of and specific resources for assessment | Assessment must ensure: access to advertising brief and media plan access to an actual workplace or simulated environment access to office equipment and resources. |
Method of assessment | A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit: analysis of responses to case studies and scenarios assessment of written reports on media performance direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate oral or written questioning to assess knowledge of relevant legislation, codes of practice and national standards that impact on business operations reports containing an evaluation of media market conditions reports containing evaluation of media costing data. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBADV405A Perform media calculations. |
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here
Assessment task 1: [title] Due date:
(add new lines for each of the assessment tasks)
Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
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Required skills |
literacy skills sufficient to read and interpret advertising briefs and to write reports with complex concepts and ideas negotiation skills to obtain advertisement/commercial placements/spots organisational and time management skills to sequence tasks and to meet timelines research and evaluation skills to determine the effectiveness of media performance. |
Required knowledge |
economic, social and industry trends industry products/services organisational structure/s and roles and responsibilities 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: anti-discrimination legislation consumer protection laws copyright legislation ethical principles fair trading laws privacy laws Trades Practices Act. |
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Marketing communications may include: | direct marketing media personal selling promotional marketing public relations |
Media objectives may include: | high frequency high reach product launch |
Media market conditions may include: | clutter competition editorial environment political environment technological advances |
Media costing data may include: | cost per Target Audience Rating Points (TARPS) Cost Per Thousand (CPM) day parts opportunity to see responses run of station zones |
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
| Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice | Yes | No | Comments/feedback |
|---|---|---|---|
| Confirm the requirements of the advertising brief | |||
| Establish the causal relationship between marketing communications and media objectives | |||
| Determine how the creative strategy and execution will impact on the proposed media strategy | |||
| Identify how consumer insights relate to media consumption | |||
| Compare and contrast scheduling alternatives | |||
| Investigate and evaluate media market conditions | |||
| Conduct negotiations between suppliers for advertisement/commercial placements/spots | |||
| Obtain performance guarantees from media suppliers | |||
| Leverage placement value | |||
| Review proposed media plan against advertising objectives, schedules and budgets | |||
| Investigate pre- and post-media performance/ratings and make any necessary changes to the media plan as required | |||
| Evaluate media costing data to determine effectiveness in relation to return on investment | |||
| Compare actual media performance against media plan objectives | |||
| Compare direct and indirect response rates | |||
| Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments | |||
| Modify existing, or investigate alternative, media strategies based on media performance data |
Forms
Assessment Cover Sheet
BSBADV406A - Buy and monitor media
Assessment task 1: [title]
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Result: Competent Not yet competent
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Assessment Record Sheet
BSBADV406A - Buy and monitor media
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Assessment task 1: [title] Result: Competent Not yet competent
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Feedback to student:
Overall assessment result: Competent Not yet competent
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