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Elements and Performance Criteria

1. Define media requirements
   • 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
2. Select media vehicles
   • 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
3. Determine a media schedule
   • 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
4. Produce a media plan
   • 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
5. Implement a 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
6. Evaluate a media plan
   • 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

Range Statement

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.

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Performance Evidence

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.

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Knowledge Evidence

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.

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