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Evidence Guide: BSBADV507 - Develop a media plan

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

 

BSBADV507 - Develop a media plan

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

Define media requirements

  1. Identify target audience characteristics from advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences
  2. Analyse product market factors to determine reach and frequency requirements of advertising media selected
  3. Analyse creative requirements of advertising message and determine media implications
  4. Identify media merchandising requirements from the advertising brief
  5. Confirm media budget and identify legal and voluntary constraints
Identify target audience characteristics from advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse product market factors to determine reach and frequency requirements of advertising media selected

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse creative requirements of advertising message and determine media implications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify media merchandising requirements from the advertising brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm media budget and identify legal and voluntary constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select media vehicles

  1. Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account
  2. Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles
  3. Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget
  4. Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget
  5. Ensure selected media vehicles meet legal and ethical requirements
Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure selected media vehicles meet legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine media schedule

  1. Ensure duration and timing of media schedule meet requirements of the advertising brief
  2. Determine distribution of messages over duration of schedule to meet requirements of the advertising brief
  3. Create a media schedule to satisfy advertiser
  4. Develop alternative media schedules for advertiser within budget
  5. Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained
Ensure duration and timing of media schedule meet requirements of the advertising brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine distribution of messages over duration of schedule to meet requirements of the advertising brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create a media schedule to satisfy advertiser

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop alternative media schedules for advertiser within budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce media plan

  1. Create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement
  2. Specify recommended media and vehicle/s, and rationale for their selection in the media plan
  3. Ensure media plan contains a budget allocation per medium per advertising period
  4. Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan
Create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Specify recommended media and vehicle/s, and rationale for their selection in the media plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure media plan contains a budget allocation per medium per advertising period

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan

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 Define media requirements

1.1 Identify target audience characteristics from advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences

1.2 Analyse product market factors to determine reach and frequency requirements of advertising media selected

1.3 Analyse creative requirements of advertising message and determine media implications

1.4 Identify media merchandising requirements from the advertising brief

1.5 Confirm media budget and identify legal and voluntary constraints

2 Select media vehicles

2.1 Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account

2.2 Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

2.3 Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget

2.4 Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget

2.5 Ensure selected media vehicles meet legal and ethical requirements

3 Determine media schedule

3.1 Ensure duration and timing of media schedule meet requirements of the advertising brief

3.2 Determine distribution of messages over duration of schedule to meet requirements of the advertising brief

3.3 Create a media schedule to satisfy advertiser

3.4 Develop alternative media schedules for advertiser within budget

3.5 Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

4 Produce media plan

4.1 Create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement

4.2 Specify recommended media and vehicle/s, and rationale for their selection in the media plan

4.3 Ensure media plan contains a budget allocation per medium per advertising period

4.4 Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan

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 Define media requirements

1.1 Identify target audience characteristics from advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences

1.2 Analyse product market factors to determine reach and frequency requirements of advertising media selected

1.3 Analyse creative requirements of advertising message and determine media implications

1.4 Identify media merchandising requirements from the advertising brief

1.5 Confirm media budget and identify legal and voluntary constraints

2 Select media vehicles

2.1 Weigh up relative merits of identified media vehicle alternatives, taking past media performance into account

2.2 Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles

2.3 Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget

2.4 Select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget

2.5 Ensure selected media vehicles meet legal and ethical requirements

3 Determine media schedule

3.1 Ensure duration and timing of media schedule meet requirements of the advertising brief

3.2 Determine distribution of messages over duration of schedule to meet requirements of the advertising brief

3.3 Create a media schedule to satisfy advertiser

3.4 Develop alternative media schedules for advertiser within budget

3.5 Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

4 Produce media plan

4.1 Create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement

4.2 Specify recommended media and vehicle/s, and rationale for their selection in the media plan

4.3 Ensure media plan contains a budget allocation per medium per advertising period

4.4 Identify anticipated impact of advertising and measures to assess its effectiveness in the media plan

Evidence of the ability to:

produce a media plan for an advertisement which:

defines media requirements of an advertising brief

specifies rationales for media vehicles chosen

ensures media schedule meets requirements of the brief

contains budgetary allocation for each advertising medium

develop measures to assess effectiveness of media vehicles selected.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

outline and explain data analysis and matching techniques

list organisational products and services offered

identify organisational budget and resource constraints

identify principles and characteristics of advertising media, types of media and advertising strategies

identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations

identify and explain ethical principles relating to advertising industry

define terms for describing media audiences.