BSBADV406A
Buy and monitor media

This unit describes the performance outcomes, skills and knowledge required to confirm the requirements specified in a media plan, to conduct negotiations when buying media and to compare actual media performance against media plan objectives.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

Application

This unit applies to individuals in an entry level position in a media planning or buying role within an advertising team or media organisation who are responsible for planning, buying and evaluating media selected to convey advertising communication messages.


Elements and Performance Criteria

ELEMENT

PERFORMANCE CRITERIA

1. Plan the purchasing of media

1.1. Confirm the requirements of the advertising brief

1.2. Establish the causal relationship between marketing communications and media objectives

1.3. Determine how the creative strategy and execution will impact on the proposed media strategy

1.4. Identify how consumer insights relate to media consumption

1.5. Compare and contrast scheduling alternatives

2. Buy media

2.1. Investigate and evaluate media market conditions

2.2. Conduct negotiations between suppliers for advertisement/commercial placements/spots

2.3. Obtain performance guarantees from media suppliers

2.4. Leverage placement value

2.5. Review proposed media plan against advertising objectives, schedules and budgets

3. Evaluate media performance

3.1. Investigate pre- and post-media performance/ratings and make any necessary changes to the media plan as required

3.2. Evaluate media costing data to determine effectiveness in relation to return on investment

3.3. Compare actual media performance against media plan objectives

3.4. Compare direct and indirect response rates

3.5. Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments

3.6. Modify existing, or investigate alternative, media strategies based on media performance data

Required Skills

Required skills

literacy skills sufficient to read and interpret advertising briefs and to write reports with complex concepts and ideas

negotiation skills to obtain advertisement/commercial placements/spots

organisational and time management skills to sequence tasks and to meet timelines

research and evaluation skills to determine the effectiveness of media performance.

Required knowledge

economic, social and industry trends

industry products/services

organisational structure/s and roles and responsibilities

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.

Evidence Required

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:

planning, purchasing and evaluating the performance of media used in communicating marketing objectives in at least one advertising campaign.

Context of and specific resources for assessment

Assessment must ensure:

access to advertising brief and media plan

access to an actual workplace or simulated environment

access to office equipment and resources.

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 written reports on media performance

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

oral or written questioning to assess knowledge of relevant legislation, codes of practice and national standards that impact on business operations

reports containing an evaluation of media market conditions

reports containing evaluation of media costing data.

Guidance information for assessment

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

BSBADV405A Perform media calculations.


Range Statement

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.

Marketing communications may include:

direct marketing

media

personal selling

promotional marketing

public relations

Media objectives may include:

high frequency

high reach

product launch

Media market conditions may include:

clutter

competition

editorial environment

political environment

technological advances

Media costing data may include:

cost per Target Audience Rating Points (TARPS)

Cost Per Thousand (CPM)

day parts

opportunity to see

responses

run of station

zones


Sectors

Unit sector


Competency Field

Business Development - Advertising


Employability Skills

This unit contains employability skills.


Licensing Information

Not applicable.