BSBADV507

Develop a media plan

Candidate Details
Assessment – BSBADV507: Develop a media plan
Please complete the following activities and hand in to your trainer/assessor for marking. This forms
part of your assessment for BSBADV507: Develop a media plan.

Name: Valeria Giraldo Mesa

Address: 15/1 Plimsoll Pl Sandy Bay

Email: [email protected]

Employer: _____________________________________________________________

Declaration

I declare that no part of this assessment has been copied from another person’s work with the
exception of where I have listed or referenced documents or work and that no part of this
assessment has been written for me by another person. I also understand the assessment
instructions and requirements and consent to being assessed.

Signed: Valeria Giraldo Mesa

Date:
02/07/2019____________________________________________________________
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Summative Assessments
The summative assessments are the major activities designed to assess your skills, knowledge and
performance, as required to show competency in this unit. These activities should be completed
after finishing the Learner Guide. You should complete these as stated below and as instructed by
your trainer/assessor.

Skills, knowledge and performance may be termed as:

 Skills – skill requirements, required skills, essential skills, foundation skills

 Knowledge – knowledge requirements, required knowledge, essential knowledge,

knowledge evidence

 Performance – evidence requirements, critical aspects of assessment, performance

evidence.

Section A: Skills Activity

The Skills Activity is designed to be a series of demonstrative tasks that should be assessed by
observation (by the assessor or third party, depending on the circumstances).

It will demonstrate all of the skills required for this unit of competency – your assessor will provide
further instructions to you, if necessary.

Section B: Knowledge Activity (Q & A)

The Knowledge Activity is designed to be a verbal questionnaire where the assessor asks you a series
of questions to confirm your competency for all of the required knowledge in the unit of
competency.

Section C: Performance Activity

The Performance Activity is designed to be a practical activity performed either in the workplace or a
simulated environment. You should demonstrate the required practical tasks for the unit of
competency and be observed by the assessor and/or third party, as applicable to the situation. If the
third party is required to observe you, you will need to make the required arrangements with them.

If necessary for the activities, you should attach completed written answers, portfolios or any
evidence of competency to this workbook.
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Section A: Skills Activity

Objective: To provide you with an opportunity to show you have the required skills for this unit.

A signed observation by either an approved third party or the assessor will need to be included in
this activity as proof of completion.

This activity will enable you to demonstrate the following skills:

 Reading
o identifies, analyses and evaluates complex texts to determine requirements of
advertising brief, and legislative, regulatory and business requirements
 Writing
o writes in a range of styles to suit job requirements and different audiences
 Oral Communication
o uses appropriate techniques, including active listening and questioning, to convey and
clarify information
 Numeracy
o analyses and processes complex data to determine schedules and budget
 Navigate the world of work
o takes full responsibility for following implicit and explicit voluntary constraints related to
budget, legal and ethical requirements in selection of media vehicles
 Get the work done
o takes responsibility for planning, sequencing and prioritising tasks and own workload for
efficiency and effective outcomes
o analyses relevant information to inform decisions about media requirements to conform
to the brief
o utilises continuous improvement and testing strategies to ensure effectiveness of final
media plan
o uses familiar digital technologies and systems to enter data, organise and present
information

Answer the activity in as much detail as possible, considering your organisational requirements.

1. Use your reading skills to identify, analyse, and evaluate two complex texts to understand the
requirements of an advertising brief. Highlight at least five requirements of the advertising
brief.

1. Reposition a brand or a specific product.

2. Understand brand architecture.
3. Create and idea based on the Product Truth and Insight
4. Identify priority and objectives to launch a success media plan
5. Understanding the Market Dynamics
6. Propose actions
7. Stablish timeline, budget details, and measurements.

2. Using your writing and numeracy skills, create a budget for two media vehicles to be used in
an advertising brief of your choice. The budget must be styled in line with organisational policy
and procedures, and must be written clearly to suit the intended audience.

Campaign Budget Q3 2019

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$60.000 AUD allocated for Stores implementation and digital marketing.

MEDIA VEHICLE STORE COST AUD TOTAL

Point of sales displays 50 100 5000
Price Label 50 10 2000
Sales team (10 shops) 10 5152 51520
Instagram strategy 300
Website Design 500

3. Using your oral communication skills, including active listening and questioning skills, explain
the five requirements of question one’s advertising brief to at least three colleagues,
answering any question they have in the process.

Our discussion will be based on the core of my brief. All the requirements from the brand and
the actions to be taken to answer to the following points:

1. Communication and concept.

2. Educate women (18-35 years old) on the importance of personal care.
3. Drive awareness of key product benefits.
4. Convince young women to trial new product and change their purchase decision.
5. Deploy an implementation in different channels as main retails and Chemist around
AU.
6. Stablish budget, due dates and milestones.

4. Show that you can navigate the world of work by identifying at least three ethical
requirements and three legal requirements for one of the media vehicles identified in question
two.

Ethical principles

The ACMA is a self-regulatory code that has been introduced as part of the Australian Association of
National Advertisers. The aim of the code is to ensure that advertisements are legal, honest, decent
and truthful and are prepared with a sense of obligation to their customers and the responsibility to
competitors.

Ethical principles include:

 Ensuring that children are not harmed psychologically by advertising.
 That advertising is suitable for the target audience.
 That advertising should not defame anyone or any organisation.

Advertising is regulated by some National and regional legislations which seek to protect the
different industries and consumer.

 Advertising & Selling: ACCC (Australian Competition and Consumer Commission)

 eMarketing: ACMA (Australian Communications and Media Authority)
 Ethics: AANA (Australian Association of National Advertisers)
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5. Show that you can get the work done by taking full responsibility for planning, sequencing,
and prioritising tasks to meet media requirements on an advertising campaign of your choice.
You should create and oversee at least three tasks to meet requirements.

Why the need for this brief?

• Design a plan  *Secret* in market for 3 years.

• This plan must to be divided in 3 platforms, and also design a plan for 2019 for re-
positioning 3 of the platforms as natural healing ingredients they are harnessing to produce
gentle yet effective products to improve the lives of the women and their Intimate Care is
strategic priority in 2019.
• After 3 years in the market Secret is still relatively unknown. With 6% awareness.
In 2019 we are seeking to build awareness and affinity for Secret as an Australian natural
healthcare brand.
• Intimate Care is also considered an opportunity to enter a daily use/ routine category –

Summative Assessments: Section A checklist

This should be used by the trainer/assessor to document the learner’s skills, knowledge and
performance as relevant to the summative assessment. Indicate in the table below if the learner is
deemed satisfactory (S) or not satisfactory (NS) for the activity or if reassessment is required.

Learner’s name
Assessor’s name
Unit of Competence
(Code and Title)
Date(s) of assessment

Has the activity been answered and performed fully, as required to assess the Yes No
competency of the learner? (Please circle)

Has sufficient evidence and information been provided by the learner for the Yes No
activity? (Please circle)

Comments

Provide your comments here:

The learner’s Not yet satisfactory Satisfactory

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performance was:

If not yet satisfactory, date for reassessment:

Feedback to learner:

Learner’s signature

Assessor’s signature

Section B: Knowledge Activity (Q & A)

Objective: To provide you with an opportunity to show you have the required knowledge for this
unit.

The answers to the following questions will enable you to demonstrate your knowledge of:

 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

Answer each question in as much detail as possible, considering your organisational requirements
for each one.

1. Outline and explain the two main data analysis techniques that can be used to help you
develop a comprehensive media plan.

 Website and online data: If a person visits a website, yet all they do is bounce out again
(they leave without visiting any page other than the page they landed on), the effort that
went into getting that visitor to the site in the first place was wasted.
Web analytics track the activity of a website visitor, including the page they landed on, how
they landed there, what they did when they landed, and whether it resulted in a sale.

 Conversion rate: The number of conversions is measured as a percentage of visitors who

also fit another measurement criterion; for example, “the percentage of new visitors who
completed a booking”, “the percentage of visitors who made an online purchase”, or “the
percentage of visitors who requested a quote using the contact form”.
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2. Give examples of five products or services offered by your organisation.

Female care: Pads

Family Care: Toilet Paper
Family care: Tissues
Baby care: Nappies, Wipes
Pet care: Wipes, Odour eliminator

3. Identify the three ways of confirming a budget for a media plan.

It is important to confirm with team and senior members, before moving ahead with a media
plan.
To confirm a media budget, the team may need to:
➢ Double check the accuracy of all foreseeable costs
➢ Confirm the timeframe for the plan
➢ Meet with senior members of staff to discuss the budget

4. Choose one type of media vehicle for a project that you are working on or have worked on.
Identify three characteristics of that media vehicle that explain why it is useful.

Social Media

With most of the our target having a profile with a social networking service, social media is
undoubtedly our chosen advertising platform to maximize the brand recognition and spend as
little money as possible.

 Most of the channels as point of sale merchandising, require significant lead time and lots of
effort to yield an ROI. For example, content marketing works best over time after it has been
able to yield backlinks and SEO traction with better analytics tools and tracking uses.
 Some channels yield quick results but not day in and day out. For example, influencer
marketing can earn you quick results in terms of sales for low effort (though high cost). But
those results don’t continue occurring over time. Instead, you earn sales on a per post basis,
and often less each time it is posted.
 Some channels are consistent but time consuming to dial in. For example, AdWords can
produce consistent results for your brand, but it takes a while to master and earn specific
placement.

5. Identify and explain three key provisions of Australian legislation and codes of practice, and
briefly explain how those provisions affect your work tasks on a daily basis.

 Australian communications and media authority (ACMA) regulates the content found on both
television and radio as set out by the Broadcasting Services Act 1992. The basic requirements of
this legislation are to ensure that media used in children’s programs is appropriate for
commercial television, that the content in radio and television and radio are appropriate for the
classification and amount of advertising allowed. It also regulates the Television Program
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Standard for Australian Content in Advertising and Broadcasting Services (Commercial Radio
Advertising) Standard 2000
 Australian competition and consumer commission provides information about Advertising on
the internet, advertising and promotion and selling, telemarketing.

 Free TV Australia represents all of Australia’s free to air TV licences and gathers consumer
feedback, commercial advice and administers the Commercial Television Code of Practice 2010.

6. Identify and explain three ethical principles that relate to your role, and briefly describe how
you meet those principles.

 Making sure that advertising is accurate and truthful: Advertising or Marketing

Communications to Children:
1. Must not portray images or events in a way that is unduly terrifying or distressing to
Children.
2. Ensuring that children are not harmed psychologically by advertising.
 Must not demean any person or group on the basis of ethnicity, nationality, race, gender,
age, sexual preference, religion or mental or physical disability.
 That advertising is suitable for the target audience

7. Identify three demographic terms for describing media audiences.

Whether online or offline, demographic and psychographic targeting is an essential part of any
marketing strategy.
Demographics of media audiences include:
 Age
 Sex
 Occupation

However, Behaviour-Based Media Planning have proven themselves to generate real results
compared with demographic tools. In a world where media planners are looking for every edge
to produce innovative media plans that work, Behaviour-Based Media planning tools represent a
new generation of marketing intelligence that will become a standard part of the planner’s
strategic arsenal.

Summative Assessments: Section B checklist

This should be used by the trainer/assessor to document the learner’s skills, knowledge and
performance as relevant to the summative assessment. Indicate in the table below if the learner is
deemed satisfactory (S) or not satisfactory (NS) for the activity or if reassessment is required.
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Learner’s name
Assessor’s name
Unit of Competence
(Code and Title)
Date(s) of assessment

Has the activity been answered and performed fully, as required to assess the Yes No
competency of the learner? (Please circle)

Has sufficient evidence and information been provided by the learner for the Yes No
activity? (Please circle)

Comments

Provide your comments here:

The learner’s
Not yet satisfactory Satisfactory
performance was:

If not yet satisfactory, date for reassessment:

Feedback to learner:

Learner’s signature

Assessor’s signature

Section C: Performance Activity

Objective: To provide you with an opportunity to demonstrate the required performance
elements for this unit.
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A signed observation by either an approved third party or the assessor will need to be included in
this activity as proof of completion.

This activity will enable you to demonstrate the following performance evidence:

 Produce a media plan for an advertisement which:

o defines media requirements of an advertising brief
o specifies rationales for media vehicles chosen
o ensures media schedule meets requirements of the brief
o contains budgetary allocation for each advertising medium
 Develop measures to assess effectiveness of media vehicles selected

Answer the activity in as much detail as possible, considering your organisational requirements.

1. Produce a detailed media plan for an advertisement which includes:

 At least five media requirements of an advertising brief

MEDIA PLAN ADVERTISEMENT

Client: SECRET

1. Create concept for 4 to 6 campaign ideas for internal review with the team.

Each concept board must include:

 The brand idea: 360 MARKETING CAMPAIGN

 The promotional offer: Launch Discount, special prices, bundle, combos.
 Media advertising :

MEDIA STRATEGY

 TV ad
 Website and SEO
 Banner on other similar websites
 Social media newsfeed
 Bus stop
 Super market Banners

 A clear rationale for each media vehicle chosen

What is the right Media Mix? Media Selection Rationale

SECRET: CONSUMER JOURNEY

1. RECRUIT AND SWITH:

Audience: Female 20s

2. RETAIN AND GROW:

Audience: Female 30s and 40s
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RATIONALE: Social media vehicles

INSTAGRAM:

Instagram suits OUR CAMPAIGN as we are looking to attract our target with a strong visual element.
Demographics
 Dominant in 18-29 age group
 90% of global users are under 35
 Skewed towards young women
Why do people use it?: Get inspired by friends, influencers and brands through photos and videos-
Find out what’s trending- Showcase life in ‘artsy’, visual way Tell 'stories' across a 24 hour period
What is it good for?
 Visual storytelling
 Build relationships
 Increase awareness
 Engage with fans
 Leverage influencers
 Grow organic reach

SNAPCHAT
Fun lenses and advertising in a fast-paced environment make it the perfect place for our business
with a teen/millenial audience.

Demographics

 Women mainly, with more males signing up

 150 million users worldwide
 13 - 34-year-olds
 Millennials and the brands that sell to them
Why do people use it?
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Chat and video watching

Follow brands/celebrities/influencers
Tell their stories
What is it good for?
 Brand development
 Insider insights
 Influencer marketing
 Leading the zeitgeist
 Downside

FACEBOOK:

With its broad demographic reach, sheer volume of users and variety of content display, it is a great
platform to start with.

Demographics
 The most broad demographics of any platform
 62.5% of Australia’s total population use it
 Falling in popularity with teenagers but rising with business and boomers
 51% of users are aged between 20-39
Why do people use it?
It is the go-to social network with over a billion users worldwide
To stay connected with friends and family
Browse the newsfeed, discover new things, follow news and brands
What is it good for?
Build a community around your brand
Reach new audiences
Generate leads
Direct traffic to your website
Becoming the most-used platform for video

 A detailed media schedule which meets requirements of the advertising brief

 A clear budget for each advertising medium.

Find both answers in following table:

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ADVERTISING
AMOUNT
STRATEGY TACTIC DEPLOYMENT MONTH
BUDGETED
Display stores July $ 5.000,00
Strategy A Banners stores July $ 2.500,00
Sales team July $ 100.000,00
ADVERTISING TOTAL: $ 107.500,00

WEBSITE
AMOUNT
STRATEGY TACTIC DEPLOYMENT MONTH
BUDGETED
Design July $ 500,00
Strategy A
SEO $ 100,00
Google Ads July $ 300,00
Strategy B August $ 200,00
September $ 100,00
WEBSITE TOTAL: $ 1.200,00

CORPORATE BRANDING & GRAPHICS

AMOUNT
STRATEGY TACTIC DEPLOYMENT MONTH
BUDGETED
Official Launching event July $ 2.000,00
Strategy A
Regional meetings and Launch July $ 1.000,00
Strategy B Sales tema trial June $ 3.000,00
Visit stores and tracking activities July $ 7.000,00
Strategy C

CORPORATE
$ 13.000,00
BRANDING &

2. Identify three measurements that can be used to assess the effectiveness of the media
vehicles chosen in question one. Take measurements at three intervals throughout the plan
and decide whether media vehicles are effective. If they are not effective, then make the
necessary changes.

This is the combination of few media tools and their KPIs:

Press Release: stake holder’s interaction, number guests, reach, impressions, link clicks,
video views, social shares, unique visitors.
Newsletter: Link Clicks, Video views, downloads, conversions
Display: Reach, impressions
Facebook/Instagram: Reach, impressions, social share, downloads, page views, conversions,
social shares, unique visitors, video views, link clicks.
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Summative Assessments: Section C checklist

This should be used by the trainer/assessor to document the learner’s skills, knowledge and
performance as relevant to the summative assessment. Indicate in the table below if the learner is
deemed satisfactory (S) or not satisfactory (NS) for the activity or if reassessment is required.

Learner’s name
Assessor’s name
Unit of Competence
(Code and Title)
Date(s) of assessment

Has the activity been answered and performed fully, as required to assess the Yes No
competency of the learner? (Please circle)

Has sufficient evidence and information been provided by the learner for the Yes No
activity? (Please circle)

Comments

Provide your comments here:

The learner’s
Not yet satisfactory Satisfactory
performance was:

If not yet satisfactory, date for reassessment:

Feedback to learner:

Learner’s signature

Assessor’s signature
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Workplace Documentation – for learner

Workplace documents checklist
To demonstrate and support workplace knowledge, workplace documents can be submitted to the
assessor or third party. Indicate in the table below the documents that have been provided. Please
refer to your trainer/assessor if clarification is required or if you have any further questions on what
you are able to provide or use.

Document name/description Document attached

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

Yes No (Please circle)

For RTO use only

Have originals or digital copies been supplied for the workplace documents? Yes No (Please circle)

If not originals, have the originals been validated or checked? Yes No (Please circle)

Learner’s signature

Assessor’s signature
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Supplementary Oral Questions (optional) – for assessor

The below table is for you to document any supplementary verbal questions you have asked the
learner to determine their competency. For example, if you are unsure of their answer to a question
in the Learner Workbook, you may choose to ask them a supplementary question to clarify their
understanding of the relevant criteria.

Learner’s name

Assessor’s name

Unit of Competence
(Code and Title)

Date of assessment

Question:

Learner answer:

Assessor judgement: Satisfactory Not Satisfactory

Question:

Learner answer:

Assessor judgement: Satisfactory Not Satisfactory

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Question:

Learner answer:

Assessor judgement: Satisfactory Not Satisfactory

Question:

Learner answer:

Assessor judgement: Satisfactory Not Satisfactory

Question:

Learner answer:

Assessor judgement: Satisfactory Not Satisfactory

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Feedback for the learner

I have read, understood, and am satisfied with the feedback provided by the assessor.

Learner’s name

Learner’s signature

Assessor’s name

Assessor’s signature
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Competency record to be completed by assessor

This should be used by the trainer/assessor to document the learner’s skills, knowledge and
performance as relevant to the overall unit. Indicate in the table below if the learner is deemed
competent or not yet competent for the unit or if reassessment is required.

Learner’s name

Assessor’s name

Unit of Competence
(Code and Title)

Date(s) of assessment

Has the learner completed all required assessments to a satisfactory standard? Yes No
(Please circle)

Has sufficient evidence and information been provided by the learner to prove Yes No
their competency across the entire unit? (Please circle)

The learner has been assessed as competent in the elements and performance criteria and the
evidence has been presented as:

Authentic Yes No
(Please circle)

Valid Yes No
(Please circle)

Reliable Yes No
(Please circle)

Current Yes No
(Please circle)

Sufficient Yes No
(Please circle)
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Learner is deemed: Not yet competent Competent

If not yet competent, date for re-assessment:

Comments from trainer/assessor:

Learner’s signature

Assessor’s signature
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