Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBADV507B Mapping and Delivery Guide
Develop a media plan

Version 1.0
Issue Date: March 2024


Qualification -
Unit of Competency BSBADV507B - Develop a media plan
Description This unit describes the performance outcomes, skills and knowledge required to interpret an advertising brief to develop a media plan within a given budget.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit 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.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field Business Development - Advertising
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities
Slides
PPT
Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Define media requirements
  • Identify the target audience characteristics from the 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 the reach and frequency requirements of advertising media selected
  • Analyse the creative requirements of the advertising message and determine the media implications
  • Identify media merchandising requirements from the advertising brief
  • Confirm the media budget and identify legal and voluntary constraints
       
Element: Select media vehicles
  • Weigh up the 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 the creative, reach and frequency requirements of the advertising message to be achieved within the budget
  • Ensure selected media vehicles meet legal and ethical requirements
       
Element: Determine the media schedule
  • Ensure the duration and timing of the media schedule meet the requirements of the advertising brief
  • Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief
  • Create a media schedule to the satisfaction of the advertiser
  • Develop alternative media schedules for the advertiser within the budget
  • Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained
       
Element: Produce a media plan
  • Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement
  • Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan
  • Ensure the media plan contains a budget allocation per medium per advertising period
  • Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan
       


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:

production of a media plan for an advertising campaign for at least one product or service which:

defines the media requirements of the advertising brief

specifies rationales for media vehicles chosen

contains budgetary allocation for each advertising medium

measures to assess effectiveness of media vehicles selected.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to office equipment and resources

access to the advertising brief.

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 documented media plans

demonstration of techniques

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations of media plans

oral or written questioning to assess budget knowledge

review of media schedule.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBADV511A Evaluate and recommend advertising media options.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, 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.

Required skills

communication skills to consult on the media schedule

evaluation skills to compare and weigh advantages of one medium over another, and to match characteristics with media requirements

literacy skills to 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 advertising industry

organisational products and services offered

organisational budget and resource constraints

principles and characteristics of advertising media, types of media and advertising 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, such as:

anti-discrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act

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, 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.

Target audience characteristics may include:

analysis of current customers

attitudes

cultural factors

demographics

duplication or presence on customer and outside lists

existing product usage

geographics

lifestyle

psychographics

social factors

values

Consumer profile may include:

behaviouristic information such as:

benefits sought by buyer

loyalty status

readiness stage

user status

combinations of geographic, demographic and psychographic information often including data on media consumption and retail outlet usage overlaid

demographic information such as:

age

education

gender

income

marital status

number of children

nationality

occupation

statistical descriptions

geographic information such as:

Census Collector District (CCD)

census information

home address

nation of residence

postcode

state or territory of residence

work address

psychographic information such as:

activities

attitudes

interests

lifestyle

opinions

values

Product market factors may include:

whether a product or service:

is convenient

is differentiated or undifferentiated

is established

is frequently or infrequently purchased

is highly competitive

is new

has a high or low level of audience involvement

whether the message characteristics are:

ongoing

simple

unique

Creative requirements may include:

action

cluttered or uncluttered medium

colour

electronic or physical form

fast production time

intrusive medium

local, national or international medium

longer and more profitable space requirements

longer and more profitable time requirements

paper stock

pictures or illustrations

prestigious medium

printing requirements

production technique costs

response forms

sound

words only

Merchandising requirements may include:

association with a particular media vehicle to give the perception of safety and value

identification with a particular local community

number of required responses

Legal and voluntary constraints may include:

codes of practice such as those issued by:

Advertising Federation of Australia

Australian Communications and Media Authority

Australian Competition and Consumer Commission

Australian Performing Right Association

Commercial Radio Australia

Free TV Australia

cultural expectations and influences

ethical principles

legislation, including occupational health and safety legislation

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

Media vehicles may include:

aerial advertising

billboards

cable and satellite television

cinema

direct mail

direct response

exhibitions and trade fairs

internet

point-of-sale

radio

sales literature

sales promotion

sponsorship

television

the press

video

video games

videotext

Media requirements may include:

number of target audience reached

required number of responses, including:

current customer base versus expected attrition and growth target

conversion factor for multi step offers/campaigns

required cost per response

Timing may include:

continuous advertising throughout the year

pre-launch advertising

pre-sale advertising

seasonal advertising

Distribution may include:

advertisements 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 budgeted cost per response

Media schedule includes:

number of advertisements

placement of advertisements

size/length of advertisements

Rationale may include:

dissimilarity to any proven media and/or media vehicle, but worth a controlled test based on similarity between media/vehicle audience and organisational customer base

proven ability to reach target audience in the past

proven ability to generate profitable responses in the past

similarity to proven media vehicle/s

similarity between media vehicle/s, audience and organisational target audience or customer base

Budget allocation may include:

allocation of online budget based on maximum cost for pay per click

allocation per medium based on number of times media and/or media vehicle can be used within the period while maintaining the budgeted average cost per response

budgeted number of responses required for the period

maximum daily budget

Measures to asses its effectiveness may include:

attitude measurements

awareness measurements

cost per response

gross profit per contact

inquiry measurements

market tests

media audience measurements

number of responses

opinion measurements

physiological measurements

readership measurements

recall measurements

sales measurements

split cable tests

split-run tests

tests of different creative executions

tests of different direct marketing offers

tests of different media vehicles

theatre tests

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 the target audience characteristics from the 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 the reach and frequency requirements of advertising media selected 
Analyse the creative requirements of the advertising message and determine the media implications 
Identify media merchandising requirements from the advertising brief 
Confirm the media budget and identify legal and voluntary constraints 
Weigh up the 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 the creative, reach and frequency requirements of the advertising message to be achieved within the budget 
Ensure selected media vehicles meet legal and ethical requirements 
Ensure the duration and timing of the media schedule meet the requirements of the advertising brief 
Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief 
Create a media schedule to the satisfaction of the advertiser 
Develop alternative media schedules for the advertiser within the budget 
Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained 
Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement 
Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan 
Ensure the media plan contains a budget allocation per medium per advertising period 
Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan 

Forms

Assessment Cover Sheet

BSBADV507B - Develop a media plan
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

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Assessor name:

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Assessment Record Sheet

BSBADV507B - Develop a media plan

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

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Date:

Student signature:

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