Assessor Resource

DEFDPA005
Develop and implement media plans

Assessment tool

Version 1.0
Issue Date: April 2024


This unit specifies the skills and knowledge required to develop and implement media plans.

It includes defining the media requirements, selecting and scheduling the appropriate media, and evaluating the planned outcomes.

This unit applies to Defence public affairs personnel but it could apply to any personnel who work in this field.

The skills and knowledge described in this unit must be applied within the legislative, regulatory and policy environment in which they are carried out. Organisational policies and procedures must be consulted and adhered to.

Persons undertaking this unit work independently or as part of a team, and perform specific tasks in familiar contexts.

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.

ELEMENTS

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 from the task brief

1.2

Analyse environment to determine the reach and frequency requirements of media selected

1.3

Analyse creative requirements of the message and determine media implications

1.4

Confirm media budget, and identify legal and voluntary constraints in accordance with operational procedures

2

Select media vehicles

2.1

Evaluate media vehicle options, considering past performance and appropriateness of using new or alternative media vehicles to meet brief requirements

2.2

Select media vehicles that target the specified audience and meet media budget requirements

2.3

Select media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the assigned budget

2.4

Assess selected media vehicles to meet legal and ethical requirements

3

Determine a media schedule

3.1

Ensure the duration and timing of the media schedule meets the brief requirements

3.2

Create a media schedule to the satisfaction of the event coordinator

3.3

Develop alternative media schedules within budget for the event coordinator

3.4

Develop testing schedule for the media plan and modify it in accordance with results obtained

4

Produce a media plan

4.1

Create a media plan that defines the media requirements of the brief and provide evidence to support each requirement

4.2

Specify the recommended media and vehicle/s and the rationale for their selection in the media plan

4.3

Ensure media plan contains a budget allocation per medium per advertising period

4.4

Develop performance measures to ensure effectiveness of media plan

5

Implement a media plan

5.1

Allocate resources and approve plans in accordance with operational procedures

5.2

Brief and coordinate personnel to be involved as required

5.3

Coordinate events and activities in accordance with media plan

5.4

Handle contingencies in accordance with organisational risk management arrangements identified in the planning for events/activities

6

Evaluate a media plan

6.1

Evaluate and analyse the coordination of media events and activities within the plan, to improve future planning

6.2

Evaluate events and activities in terms of their effectiveness in achieving desired outcomes

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria on at least one occasion and include:

applying communication ethics relevant to the audience and organisation

applying organisational policies and procedures

developing and implementing media plans

evaluating, comparing and weighing advantages of one medium over another, and matching characteristics with media requirements

interpreting the characteristics of different media and matching them to the requirements of the advertising brief

producing a media plan that:

defines the media requirements of the brief

details contingency provisions

specifies the rationale for the media vehicle/s chosen

includes budgetary allocation for each chosen medium

evaluates the media plan

using communication skills to consult on the media schedule.

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria and include knowledge of:

data analysis and matching techniques

contingency activities

ethical principles

legal or voluntary constraints and ethical requirements relating to the media industry

media plan and requirements

media vehicles including:

cable and satellite television

direct mail

direct response

exhibitions and trade fairs

Internet and intranet

radio

social media

sponsorship

television

the press

Videos

DVDs

organisational budget and resource constraints

organisational products and services offered

principles and characteristics of media strategies

relevant legislation and regulations

relevant media terminology

relevant organisational policies and procedures.

As a minimum, assessors must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

As a minimum, assessment must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

Assessment processes and techniques must be appropriate to the language, literacy and numeracy requirements of the work being performed and the needs of the candidate.

Assessment must occur in workplace operational situations, where it is appropriate to do so; where this is not appropriate, assessment must occur in simulated workplace operational situations that replicate workplace conditions.

Resources for assessment must include access to:

a range of relevant exercises, case studies and/or other simulations

relevant and appropriate materials, tools, equipment and personal protective equipment currently used in industry

an advertising brief, relevant standards, policy and instructions related to public affairs

applicable documentation including operational procedures, regulations, codes of practice and operation manuals.

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.

ELEMENTS

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 from the task brief

1.2

Analyse environment to determine the reach and frequency requirements of media selected

1.3

Analyse creative requirements of the message and determine media implications

1.4

Confirm media budget, and identify legal and voluntary constraints in accordance with operational procedures

2

Select media vehicles

2.1

Evaluate media vehicle options, considering past performance and appropriateness of using new or alternative media vehicles to meet brief requirements

2.2

Select media vehicles that target the specified audience and meet media budget requirements

2.3

Select media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the assigned budget

2.4

Assess selected media vehicles to meet legal and ethical requirements

3

Determine a media schedule

3.1

Ensure the duration and timing of the media schedule meets the brief requirements

3.2

Create a media schedule to the satisfaction of the event coordinator

3.3

Develop alternative media schedules within budget for the event coordinator

3.4

Develop testing schedule for the media plan and modify it in accordance with results obtained

4

Produce a media plan

4.1

Create a media plan that defines the media requirements of the brief and provide evidence to support each requirement

4.2

Specify the recommended media and vehicle/s and the rationale for their selection in the media plan

4.3

Ensure media plan contains a budget allocation per medium per advertising period

4.4

Develop performance measures to ensure effectiveness of media plan

5

Implement a media plan

5.1

Allocate resources and approve plans in accordance with operational procedures

5.2

Brief and coordinate personnel to be involved as required

5.3

Coordinate events and activities in accordance with media plan

5.4

Handle contingencies in accordance with organisational risk management arrangements identified in the planning for events/activities

6

Evaluate a media plan

6.1

Evaluate and analyse the coordination of media events and activities within the plan, to improve future planning

6.2

Evaluate events and activities in terms of their effectiveness in achieving desired outcomes

Range is restricted to essential operating conditions and any other variables essential to the work environment.

Non-essential conditions may be found in the Companion Volume Implementation Guide.

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria on at least one occasion and include:

applying communication ethics relevant to the audience and organisation

applying organisational policies and procedures

developing and implementing media plans

evaluating, comparing and weighing advantages of one medium over another, and matching characteristics with media requirements

interpreting the characteristics of different media and matching them to the requirements of the advertising brief

producing a media plan that:

defines the media requirements of the brief

details contingency provisions

specifies the rationale for the media vehicle/s chosen

includes budgetary allocation for each chosen medium

evaluates the media plan

using communication skills to consult on the media schedule.

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria and include knowledge of:

data analysis and matching techniques

contingency activities

ethical principles

legal or voluntary constraints and ethical requirements relating to the media industry

media plan and requirements

media vehicles including:

cable and satellite television

direct mail

direct response

exhibitions and trade fairs

Internet and intranet

radio

social media

sponsorship

television

the press

Videos

DVDs

organisational budget and resource constraints

organisational products and services offered

principles and characteristics of media strategies

relevant legislation and regulations

relevant media terminology

relevant organisational policies and procedures.

As a minimum, assessors must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

As a minimum, assessment must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

Assessment processes and techniques must be appropriate to the language, literacy and numeracy requirements of the work being performed and the needs of the candidate.

Assessment must occur in workplace operational situations, where it is appropriate to do so; where this is not appropriate, assessment must occur in simulated workplace operational situations that replicate workplace conditions.

Resources for assessment must include access to:

a range of relevant exercises, case studies and/or other simulations

relevant and appropriate materials, tools, equipment and personal protective equipment currently used in industry

an advertising brief, relevant standards, policy and instructions related to public affairs

applicable documentation including operational procedures, regulations, codes of practice and operation manuals.

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 from the task brief 
Analyse environment to determine the reach and frequency requirements of media selected 
Analyse creative requirements of the message and determine media implications 
Confirm media budget, and identify legal and voluntary constraints in accordance with operational procedures 
Evaluate media vehicle options, considering past performance and appropriateness of using new or alternative media vehicles to meet brief requirements 
Select media vehicles that target the specified audience and meet media budget requirements 
Select media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the assigned budget 
Assess selected media vehicles to meet legal and ethical requirements 
Ensure the duration and timing of the media schedule meets the brief requirements 
Create a media schedule to the satisfaction of the event coordinator 
Develop alternative media schedules within budget for the event coordinator 
Develop testing schedule for the media plan and modify it in accordance with results obtained 
Create a media plan that defines the media requirements of the brief and provide evidence to support each requirement 
Specify the recommended media and vehicle/s and the rationale for their selection in the media plan 
Ensure media plan contains a budget allocation per medium per advertising period 
Develop performance measures to ensure effectiveness of media plan 
Allocate resources and approve plans in accordance with operational procedures 
Brief and coordinate personnel to be involved as required 
Coordinate events and activities in accordance with media plan 
Handle contingencies in accordance with organisational risk management arrangements identified in the planning for events/activities 
Evaluate and analyse the coordination of media events and activities within the plan, to improve future planning 
Evaluate events and activities in terms of their effectiveness in achieving desired outcomes 

Forms

Assessment Cover Sheet

DEFDPA005 - Develop and implement media plans
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Assessment Record Sheet

DEFDPA005 - Develop and implement media plans

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