Develop a media plan Evidence Guide

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Evidence Guide: BSBADV507B - 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

BSBADV507B - Develop a media plan

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

Define media requirements

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

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

Completed
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Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

Analyse the creative requirements of the advertising message and determine the media implications

Completed
Date:

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Evidence:

Identify media merchandising requirements from the advertising brief

Completed
Date:

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Evidence:

Confirm the media budget and identify legal and voluntary constraints

Completed
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Evidence:

Select media vehicles

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

Weigh up the 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 the creative, reach and frequency requirements of the advertising message to be achieved within the budget

Completed
Date:

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Evidence:

Ensure selected media vehicles meet legal and ethical requirements

Completed
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Evidence:

Determine the media schedule

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

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

Completed
Date:

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Evidence:

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

Completed
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Evidence:

Create a media schedule to the satisfaction of the advertiser

Completed
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Evidence:

Develop alternative media schedules for the advertiser within the budget

Completed
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Evidence:

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

Completed
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Evidence:

Produce a media plan

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

Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

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Evidence:

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

Completed
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Teacher:

Evidence:

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

Completed
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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: 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.

Required Skills and Knowledge

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

ethical principles

fair trading laws

privacy laws

Trades Practices Act

terms for describing media audiences.

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.
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

NTISthis.com

Evidence Guide: BSBADV507B - Develop a media plan

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

BSBADV507B - Develop a media plan

Define media requirements

Select media vehicles

Determine the media schedule

Produce a media plan

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

Instructions to Assessors

Teacher: ___________________________ Date: _