- BSBADV507B - Develop a media plan
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: May 2024
Qualification | - |
Unit of Competency | BSBADV507B - Develop a media plan |
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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. |
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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 | |
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Elements of Competency | Performance Criteria | |||||||
Element: Define media requirements |
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Element: Select media vehicles |
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Element: Determine the media schedule |
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Element: Produce a media plan |
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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.
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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 |
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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
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Assessment Record Sheet
BSBADV507B - Develop a media plan
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