Assessor Resource

BSBADV507
Develop a media plan

Assessment tool

Version 1.0
Issue Date: April 2024


This unit describes the skills and knowledge required to develop a media plan within a given budget, by defining requirements, selecting media vehicles and determining a schedule.

It applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation. It may also apply to someone working within a direct marketing role, who is responsible for planning media requirements for direct marketing campaigns or offers.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1 Define media requirements

1.1 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

1.2 Analyse product market factors to determine reach and frequency requirements of advertising media selected

1.3 Analyse creative requirements of advertising message and determine media implications

1.4 Identify media merchandising requirements from the advertising brief

1.5 Confirm media budget and identify legal and voluntary constraints

2 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 Ensure selected media vehicles meet legal and ethical requirements

3 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

4 Produce 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

Evidence of the ability to:

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.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

outline and explain data analysis and matching techniques

list organisational products and services offered

identify organisational budget and resource constraints

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.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – advertising field of work and include access to:

relevant legislation and codes of practice

organisational policies and procedures

industry software

office equipment

business technology.

Assessors must satisfy NVR/AQTF assessor requirements.

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1 Define media requirements

1.1 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

1.2 Analyse product market factors to determine reach and frequency requirements of advertising media selected

1.3 Analyse creative requirements of advertising message and determine media implications

1.4 Identify media merchandising requirements from the advertising brief

1.5 Confirm media budget and identify legal and voluntary constraints

2 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 Ensure selected media vehicles meet legal and ethical requirements

3 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

4 Produce 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

Evidence of the ability to:

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.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

outline and explain data analysis and matching techniques

list organisational products and services offered

identify organisational budget and resource constraints

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.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – advertising field of work and include access to:

relevant legislation and codes of practice

organisational policies and procedures

industry software

office equipment

business technology.

Assessors must satisfy NVR/AQTF assessor requirements.

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
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 
Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account 
Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles 
Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget 
Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget 
Ensure selected media vehicles meet legal and ethical requirements 
Ensure duration and timing of media schedule meet requirements of the advertising brief 
Determine distribution of messages over duration of schedule to meet requirements of the advertising brief 
Create a media schedule to satisfy advertiser 
Develop alternative media schedules for advertiser within budget 
Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained 
Create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement 
Specify recommended media and vehicle/s, and rationale for their selection in the media plan 
Ensure media plan contains a budget allocation per medium per advertising period 
Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan 

Forms

Assessment Cover Sheet

BSBADV507 - Develop a media plan
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

BSBADV507 - Develop a media plan

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Assessment task 1: [title] Result: Competent Not yet competent

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