Assessor Resource

DEFPA005
Develop and implement media plans

Assessment tool

Version 1.0
Issue Date: April 2024


This unit applies to Public Affairs Officers within Defence who are involved in the development, implementation and evaluation of media plans as a workplace responsibility, but is applicable to all individuals who work in this field.

The unit requires the application of high level, fully independent, complex judgements with a detailed knowledge of the Defence organisation. It requires analysis of complex data and the production of documents detailing the required outcomes of specialised functions in the public affairs context. All activities are carried out in accordance with relevant organisational policy and procedures.

This unit covers the competency required to develop and implement media plans.

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

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication. In a Defence context, this means that there is no civilian need to hold this unit in order to meet licensing, legislative, regulatory or certification requirements.

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

Prerequisites

Not applicable.

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, the Range Statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Assessment must confirm the ability to:

produce a media plan that:

defines the media requirements of the brief

specifies the rationale for the media vehicles chosen

includes budgetary allocation for each chosen medium

evaluate the media plan

Consistency in performance

Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts.

Context of and specific resources for assessment

Context of assessment

Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements.

Evidence should be gathered while observing the individual develop and evaluate a media plan. The application of communication ethics that are relevant to the audience and organisation are to be observed.

Specific resources for assessment

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

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.

This describes the essential skills and knowledge and their level, required for this unit.

Required Skills

use communication skills to consult on the media schedule

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

interpret the characteristics of different media and to match them to the requirements of the advertising brief

Required Knowledge

Data analysis and matching techniques

Legal and ethical requirements relating to the media industry

Organisational products and services offered

Organisational budget and resource constraints

Principles and characteristics of media 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,

Ethical principles

Terms for describing media audiences

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 in the Performance Criteria is detailed below.

Identify the target audience may include

Analysis of current stakeholders

Attitudes

Cultural factors

Demographics

Geographics

Lifestyle

Psychographics

Social factors

Values

Creative requirements may include

Colour

Electronic or physical form

Fast production time

Intrusive medium

Local, national, or international medium

Paper stock

Picture or illustrations

Prestigious medium

Printing requirements

Production technique costs

Response forms

Sounds

Words only

Legal and voluntary constraints may include

Codes of practice such as those issued by:

Australian Communications and Media Authority

Commercial Radio Australia

Free TV Australia

Cultural expectations and influences

Ethical principles

Legislation, including work health and safety legislation

Policies and guidelines

Regulations

Social responsibilities such as protection of children, environmental issues

Societal expectations

Media vehicle may include

Cable and satellite television

Direct mail

Direct response

Exhibitions and trade fairs

Internet/intranet

Radio

Sponsorship

Television

The press

Video

Media requirements may include

Number of target audience reached

Conversion factor for multi step events/campaigns

Format of proofs

Layout and content

Timing may include

Continuous releases throughout the year

Pre-launch advertising

Seasonal advertising

Distribution may include

Advertisement evenly spread over the time schedule

Advertisements in waves, with heavy advertising followed by light or no advertising

Generation of a budgeted number of responses at no more than the budget cost per response

Media schedule may include

Number of advertisements

Placement of advertisements

Timing of briefings

Release dates

Rationale may include

Proven ability to reach target audience in the past

Similarity to proven media vehicle/s

Similarity between media vehicle/s, audience and organisational target audience

Budget allocation may include

Allocation per medium based on number of times media and/or media vehicle can be used within the period while maintaining the budget

Personnel

Resource allocation

Measures to assess its effectiveness may include

Attitude measurements

Awareness measurements

Inquiry measurements

Market tests

Media audience measurements

Number of responses

Opinion measurements

Physiological measurements

Readership measurements

Tests of different creative executions

Tests of different direct marketing offers

Tests of different media vehicles

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
Target audience is identified from the brief. 
Environment is analysed to determine the reach and frequency requirements of media selected. 
Creative requirements of the message are analysed and media implications determined. 
Media budget is confirmed and legal and voluntary constraints identified. 
Relative merits of identified media vehicle alternatives are assessed taking past media performances into account. 
New or alternative media vehicles are evaluated and tested against proven vehicles. 
Media vehicles that target the required audience and meet budget media requirements are selected. 
Media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the budget are selected. 
Selected media vehicles are assessed to meet legal and ethical requirements. 
Duration and timing of the media schedule meets the requirements of the brief. 
Distribution of messages over the duration of the schedule is determined in line with requirements of the brief. 
Media schedule is created to the satisfaction of the event coordinator. 
Alternative media schedules are developed within budget for the event coordinator. 
Testing schedule for the media plan is developed and media plan continually modified in accordance with results obtained. 
Media plan which defines the media requirements of the brief is created and evidence to support each requirement provided. 
Recommended media and vehicle/s and the rationale for their selection in the media plan are specified. 
Media plan contains a budget allocation per medium per advertising period. 
Anticipated impact of the advertising and measures to assess its effectiveness in the media plan are identified. 
Resources are allocated and plans approved. 
Personnel to be involved are briefed and coordinated as required. 
Events and activities are coordinated in accordance with media plan. 
Contingencies are handled in accordance with organisational risk management arrangements identified in the planning for events/activities. 
Coordination of media events and activities with in plan are evaluated and lessons learnt are reviewed and/or analysed to improve future planning. 
Events and activities are evaluated in terms of their effectiveness and achieving desired outcomes. 
Implementation is assessed in terms of achieving individual objectives and meeting criteria fro each event/activity. 

Forms

Assessment Cover Sheet

DEFPA005 - Develop and implement media plans
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

DEFPA005 - Develop and implement media plans

Student name:

Student ID:

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

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: