Develop and implement media plans Evidence Guide

NTISthis.com

Evidence Guide: DEFPA005 - Develop and implement media plans

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

DEFPA005 - Develop and implement media plans

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

Define media requirements

Target audience is identified from the brief.
Environment is analysed to determine the reach and frequency requirements of media selected.
Creative requirements of the message are analysed and media implications determined.
Media budget is confirmed and legal and voluntary constraints identified.

Target audience is identified from the brief.

Completed
Date:

Teacher:

Evidence:

Environment is analysed to determine the reach and frequency requirements of media selected.

Completed
Date:

Teacher:

Evidence:

Creative requirements of the message are analysed and media implications determined.

Completed
Date:

Teacher:

Evidence:

Media budget is confirmed and legal and voluntary constraints identified.

Completed
Date:

Teacher:

Evidence:

Select media vehicles

Relative merits of identified media vehicle alternatives are assessed taking past media performances into account.
New or alternative media vehicles are evaluated and tested against proven vehicles.
Media vehicles that target the required audience and meet budget media requirements are selected.
Media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the budget are selected.
Selected media vehicles are assessed to meet legal and ethical requirements.

Relative merits of identified media vehicle alternatives are assessed taking past media performances into account.

Completed
Date:

Teacher:

Evidence:

New or alternative media vehicles are evaluated and tested against proven vehicles.

Completed
Date:

Teacher:

Evidence:

Media vehicles that target the required audience and meet budget media requirements are selected.

Completed
Date:

Teacher:

Evidence:

Media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the budget are selected.

Completed
Date:

Teacher:

Evidence:

Selected media vehicles are assessed to meet legal and ethical requirements.

Completed
Date:

Teacher:

Evidence:

Determine the media schedule

Duration and timing of the media schedule meets the requirements of the brief.
Distribution of messages over the duration of the schedule is determined in line with requirements of the brief.
Media schedule is created to the satisfaction of the event coordinator.
Alternative media schedules are developed within budget for the event coordinator.
Testing schedule for the media plan is developed and media plan continually modified in accordance with results obtained.

Duration and timing of the media schedule meets the requirements of the brief.

Completed
Date:

Teacher:

Evidence:

Distribution of messages over the duration of the schedule is determined in line with requirements of the brief.

Completed
Date:

Teacher:

Evidence:

Media schedule is created to the satisfaction of the event coordinator.

Completed
Date:

Teacher:

Evidence:

Alternative media schedules are developed within budget for the event coordinator.

Completed
Date:

Teacher:

Evidence:

Testing schedule for the media plan is developed and media plan continually modified in accordance with results obtained.

Completed
Date:

Teacher:

Evidence:

Produce a media plan

Media plan which defines the media requirements of the brief is created and evidence to support each requirement provided.
Recommended media and vehicle/s and the rationale for their selection in the media plan are specified.
Media plan contains a budget allocation per medium per advertising period.
Anticipated impact of the advertising and measures to assess its effectiveness in the media plan are identified.

Media plan which defines the media requirements of the brief is created and evidence to support each requirement provided.

Completed
Date:

Teacher:

Evidence:

Recommended media and vehicle/s and the rationale for their selection in the media plan are specified.

Completed
Date:

Teacher:

Evidence:

Media plan contains a budget allocation per medium per advertising period.

Completed
Date:

Teacher:

Evidence:

Anticipated impact of the advertising and measures to assess its effectiveness in the media plan are identified.

Completed
Date:

Teacher:

Evidence:

Implement a media plan

Resources are allocated and plans approved.
Personnel to be involved are briefed and coordinated as required.
Events and activities are coordinated in accordance with media plan.
Contingencies are handled in accordance with organisational risk management arrangements identified in the planning for events/activities.

Resources are allocated and plans approved.

Completed
Date:

Teacher:

Evidence:

Personnel to be involved are briefed and coordinated as required.

Completed
Date:

Teacher:

Evidence:

Events and activities are coordinated in accordance with media plan.

Completed
Date:

Teacher:

Evidence:

Contingencies are handled in accordance with organisational risk management arrangements identified in the planning for events/activities.

Completed
Date:

Teacher:

Evidence:

Evaluate a media plan

Coordination of media events and activities with in plan are evaluated and lessons learnt are reviewed and/or analysed to improve future planning.
Events and activities are evaluated in terms of their effectiveness and achieving desired outcomes.
Implementation is assessed in terms of achieving individual objectives and meeting criteria fro each event/activity.

Coordination of media events and activities with in plan are evaluated and lessons learnt are reviewed and/or analysed to improve future planning.

Completed
Date:

Teacher:

Evidence:

Events and activities are evaluated in terms of their effectiveness and achieving desired outcomes.

Completed
Date:

Teacher:

Evidence:

Implementation is assessed in terms of achieving individual objectives and meeting criteria fro each event/activity.

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, the Range Statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Assessment must confirm the ability to:

produce a media plan that:

defines the media requirements of the brief

specifies the rationale for the media vehicles chosen

includes budgetary allocation for each chosen medium

evaluate the media plan

Consistency in performance

Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts.

Context of and specific resources for assessment

Context of assessment

Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements.

Evidence should be gathered while observing the individual develop and evaluate a media plan. The application of communication ethics that are relevant to the audience and organisation are to be observed.

Specific resources for assessment

Access to an advertising brief, relevant standards, policy and instructions related to public affairs.

Required Skills and Knowledge

This describes the essential skills and knowledge and their level, required for this unit.

Required Skills

use communication skills to consult on the media schedule

evaluate comparing and weighing advantages of one medium over another, and by matching characteristics with media requirements

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 media industry

Organisational products and services offered

Organisational budget and resource constraints

Principles and characteristics of media 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,

Ethical principles

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 in the Performance Criteria is detailed below.
Identify the target audience may include	Analysis of current stakeholders Attitudes Cultural factors Demographics Geographics Lifestyle Psychographics Social factors Values
Creative requirements may include	Colour Electronic or physical form Fast production time Intrusive medium Local, national, or international medium Paper stock Picture or illustrations Prestigious medium Printing requirements Production technique costs Response forms Sounds Words only
Legal and voluntary constraints may include	Codes of practice such as those issued by: Australian Communications and Media Authority Commercial Radio Australia Free TV Australia Cultural expectations and influences Ethical principles Legislation, including work health and safety legislation Policies and guidelines Regulations Social responsibilities such as protection of children, environmental issues Societal expectations
Media vehicle may include	Cable and satellite television Direct mail Direct response Exhibitions and trade fairs Internet/intranet Radio Sponsorship Television The press Video
Media requirements may include	Number of target audience reached Conversion factor for multi step events/campaigns Format of proofs Layout and content
Timing may include	Continuous releases throughout the year Pre-launch advertising Seasonal advertising
Distribution may include	Advertisement 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 budget cost per response
Media schedule may include	Number of advertisements Placement of advertisements Timing of briefings Release dates
Rationale may include	Proven ability to reach target audience in the past Similarity to proven media vehicle/s Similarity between media vehicle/s, audience and organisational target audience
Budget allocation may include	Allocation per medium based on number of times media and/or media vehicle can be used within the period while maintaining the budget Personnel Resource allocation
Measures to assess its effectiveness may include	Attitude measurements Awareness measurements Inquiry measurements Market tests Media audience measurements Number of responses Opinion measurements Physiological measurements Readership measurements Tests of different creative executions Tests of different direct marketing offers Tests of different media vehicles

NTISthis.com

Evidence Guide: DEFPA005 - Develop and implement media plans

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

DEFPA005 - Develop and implement media plans

Define media requirements

Select media vehicles

Determine the media schedule

Produce a media plan

Implement a media plan

Evaluate a media plan

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

Instructions to Assessors

Teacher: ___________________________ Date: _