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Evidence Guide: BSBADV406 - Buy and monitor media

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBADV406 - Buy and monitor media

What evidence can you provide to prove your understanding of each of the following citeria?

Plan purchasing of media

  1. Confirm requirements of advertising brief
  2. Establish causal relationship between marketing communications and media objectives
  3. Determine how creative strategy and execution will impact proposed media strategy
  4. Identify how consumer insights relate to media consumption
  5. Compare and contrast scheduling alternatives
Confirm requirements of advertising brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish causal relationship between marketing communications and media objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine how creative strategy and execution will impact proposed media strategy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify how consumer insights relate to media consumption

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Compare and contrast scheduling alternatives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Buy media

  1. Investigate and evaluate media market conditions
  2. Conduct negotiations between suppliers for advertisement/commercial placements/spots
  3. Obtain performance guarantees from media suppliers
  4. Leverage placement value
  5. Review proposed media plan against advertising objectives, schedules and budgets
Investigate and evaluate media market conditions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Conduct negotiations between suppliers for advertisement/commercial placements/spots

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Obtain performance guarantees from media suppliers

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Leverage placement value

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review proposed media plan against advertising objectives, schedules and budgets

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate media performance

  1. Investigate pre and postmedia performance/ratings and make any necessary changes to the media plan as required
  2. Evaluate media costing data to determine effectiveness in relation to return on investment
  3. Compare actual media performance against media plan objectives
  4. Compare direct and indirect response rates
  5. Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments
  6. Modify existing media strategies, or investigate alternatives based on media performance data
Investigate pre and postmedia performance/ratings and make any necessary changes to the media plan as required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Compare actual media performance against media plan objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Compare direct and indirect response rates

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Modify existing media strategies, or investigate alternatives based on media performance data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1 Plan purchasing of media

1.1 Confirm requirements of advertising brief

1.2 Establish causal relationship between marketing communications and media objectives

1.3 Determine how creative strategy and execution will impact 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 postmedia 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 media strategies, or investigate alternatives based on media performance data

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1 Plan purchasing of media

1.1 Confirm requirements of advertising brief

1.2 Establish causal relationship between marketing communications and media objectives

1.3 Determine how creative strategy and execution will impact 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 postmedia 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 media strategies, or investigate alternatives based on media performance data