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Evidence Guide: BSBADV406A - 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

 

BSBADV406A - Buy and monitor media

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

Plan the purchasing of media

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Establish the causal relationship between marketing communications and media objectives

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Determine how the creative strategy and execution will impact on the 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 post-media 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, or investigate alternative, media strategies based on media performance data
Investigate pre- and post-media 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, or investigate alternative, media strategies based on media performance data

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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.

Required Skills and Knowledge

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.

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