Developing Creative Brief and Media Plan for Bounce Fitness

Develop a creative brief and media plan for Bounce Fitness advertising campaign. Select an appropriate media plan, develop stakeholders task analysis, and provide an implementation schedule.

Module 2
Term and Year Term 3 2018
Qualification : BSB60215 Advanced Diploma of Business
Unit Code: BSBADV604
Unit Title: Execute an advertising campaign
Assessment
Task 1 Demonstration/ observation of creative brief discussion
Task 2 Short questions
Student Name:
Student ID No:
Assessor’s Name Dr Eugene Lim/ Andrey Loburets
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Elite
Education Vocation Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to
these assessment tasks.
Student Name:
Student Signature: Date:
Assessment submission (new) requirements
Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.
Assessment deadlines penalty
It is expected that unless a simple extension, special consideration or disability services adjustment has been granted, candidates
will submit all assessments for a unit of study on the specified due date. If the assessment is completed or submitted within the
period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late
submission of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.
Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student can only achieve
competence when all assessment components listed under procedures and specifications of the assessment section are
Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is
eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be
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recorded.
Principles of Assessment
Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training
Organizations (RTO) 2015, the learner would be assessed based on the following principles:
Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable
adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs the
leaner about the assessment process, and provides the learner with the opportunity to challenge the result of the
assessment and be reassessed if necessary.
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assessment requirements, and the individual.
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the broad range of skills and knowledge, (2) assessment of knowledge and skills is integrated with their practical
application, (3) assessment to be based on evidence that demonstrates that a leaner could demonstrate these skills
and knowledge in other similar situations and, (4) judgement of competence is based on evidence of learner
performance that is aligned to the unit/s of competency and associated assessment requirements.
Reliability – evidence presented for assessment is consistently interpreted and assessment results are comparable irrespective of
the assessor conducting the assessment
Rules of Evidence
Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described in the module of unit
of competency and associated assessment requirements.
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that any form of plagiarism or copying of other’s work may not be permitted and would be deemed strictly as a ‘Not
Yet Competent’ grading.
Currency – the assessor is assured that the assessment evidence demonstrates current competency. This requires the
assessment evidence to be from the present or the very recent past.
Resources required for this Assessment
 All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
 Upon completion, ensure that you have completed your coversheet details, i.e. your name, student ID and signature. If these
details are not present, the assessment would need to be resubmitted again.
 The document is then required to be converted to PDF and uploaded to the student learning management system for
assessment.
 Refer the notes on eLearning to answer the tasks or any additional material will be provided by Trainer.
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Instructions for Students
Please read the following instructions carefully
 This assessment is to be completed according to the instructions given by your assessor.
 Students are allowed to take this assessment home.
 Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided
with feedback on your work within 2 weeks of the assessment due date.
 Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You
will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of
competency.
 If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
 Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment
You will be required to demonstrate skills and knowledge required to define campaign objectives via a discussion session;
prepare a creative brief and media plan detailing client information, project scope, brand/ campaign analysis, creative/ design
elements, target audience, campaign message, competitive analysis, image requirements, budget and, stakeholder task analysis.
In addition, you would also need to provide supporting information for Bounce Fitness on the following:
 Provide a brief assessment to Bounce Fitness on its choice of media options to be considered that meets its advertising
objectives in terms of budget and choice.
 Negotiate advertisement price with each media type provider (2 quotations per media type) in accordance with Bounce
Fitness’ requirements
 Propose a timeline for the advertising campaign to be implemented and include milestones.
 Discuss relevant legislation on the impact of each to Bounce Fitness’ advertising campaign.
 Provide relevant ethical consideration to Bounce Fitness’ advertising campaign
 Discuss relevant ethical consideration to Bounce Fitness’ advertising campaign in relations to The Communications
Council
 Seek approval for the creative brief proposal from senior management (your trainer would undertake this role).
 Provide discussions on what are the considerations when evaluating a media provider’s performance
 Discuss how the organization can apply for service level agreements (provisions of media guarantees) with their media
contractors when implementing their advertising plan.
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Case study
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become
more productive, while lowering their overall costs with innovative wellness programs and strategies.
Bounce Fitness is based on two simple facts:
 Healthy employees are more productive than chronically ill employees
 It costs less to prevent injuries or illnesses than to treat them after they occur.
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured,
and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health
promotion, and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We
believe that traditional approaches to the current health care crisis are misdirected.
Bounce Fitness contends that by helping employees change their behaviour patterns and choose healthier lifestyles, the
health care costs to corporations will be considerably reduce through increased staff productivity, reduce absenteeism and
turnover, reduced worker’s compensation claims and a healthier, more motivated staff.
Current economic and demographic changes will make health care issues worse. The environmental factors and the local
competitive situation is a clear message to Bounce Fitness. The time is right for a Bounce Fitness initiative to promote its
services through an effective advertising campaign with the following objectives
 Each of its centres will serve the community with quality, comprehensive, unique and distinctive health programs
and services.
 Staff will expand the preventive services offered while improving the quality of life among participants through
health and fitness services using state of the art equipment and practices
 Reflecting the needs of its members through value and outcome effectiveness.
Sample of current advertisement campaign:
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Task 1
1. You are required to develop a creative brief based on the organization’s business objectives for the advertising
campaign by:
 Briefly discuss what the overview of organization’s business performance is.
 Select an appropriate media plan that considers the organization’s budgetary and marketing objectives
 Develop a stakeholders task analysis to identify role responsibilities
 Provide an implementation schedule to ensure that meets the required timeline and include a contingency plan to
evaluate risks by assessing their probability of occurring and mitigating strategies.
Demonstration/ observation checklist
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Candidate’s name
Assessor’s name Dr Eugene Lim/ Andrey Loburets
Work activity Creative brief and media plan proposal
Date
Creative brief analysis and media plan
1.1 Client
Client’s name Bounce Fitness
Campaign’s name
(based on your choice) Bounce Fitness Advertisement Campaign
Description of the
advertising
campaign
A wellness strategy is a long-term effort, combining both health-promotion and exercise-
related activities designed to facilitate positive lifestyle changes in members of a
company’s work force.
Prepared by
(student’s name)
1.2 Project
Marketing
objectives
(Please refer to Creative
Brief)
Increasing 10 percent yearly sales
Increasing market penetration in Australia every quarter
Cultivating and promoting the image of the company as a wellness program provider.
Objective of the
campaign
(Please refer to Creative
Brief)
Increase the sales of the company while building a loyal customer base and increasing brand
awareness
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1.3 Current campaign analysis
Positive aspects
(Refer to M1 under
performance metrics)
Highly talented workforce who is dedicated and encouraged to assist the customers and
accurate forecasting of sales targets
Negative aspects
(Refer to M1 under
performance metrics)
Lack of brand awareness and reliance on traditional media sources for advertisement which
increases overall costs without being effective
1.4 Creative/
design elements
What are the
fundamental
creative/ design
components of the
project?
Focus on needs of customers to deliver a convenient program
1.5 Target audience
Primary
demographic
(Refer to Creative
Brief)
Customers who are living in Brisbane, Sydney and Melbourne area between the income range of
$38,000-$75,000
Secondary
demographic
(Refer to Creative
Brief)
Customers utilising fringe benefits from their employers
Desired reaction
(what actions do you
which your market to
take?)
Growth in the number of people who are encouraged to join a gym to focus on their fitness
1.6 Campaign message Project tone/ keys
to success
(Please refer to
Creative Brief)
Reliance on a highly dedicated workforce and effective marketing campaign to build a strong
customer base
Tag line
(Based on your
advertisement created
in M1)
Turn Fat into FIT and be an Inspiration for Others
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1.8 Develop a budget and media plan for implementation
1.10 Confirmation of media type (refer to Creative Brief)
Media type Implementation
tasks
Budget
allocated
Identify 2 media providers
(must be existing Australian companies)
Quotation
obtained
Price
(AUD$)
Select
best
option

Media plan for the year XX
(Please shade boxes accordingly)
1 2 3 4 5 6 7 8 9 10 11 12
Sales brochure/
promotions
10,000 full colour
pamphlets to be
delivered by
Australia Post
$6,000
The Printing Hub $4800 
Digital Print Australia $4200 
Magazine
advertisement
Develop and
implement
advertisement in
magazine
$8,000
Inside Sports $7000 
That’s Life! $6300 
Web
development/
social marketing
YouTube video
development $9,200
Iflexion $9500 
Intellectsoft $8600 
Management approval (Trainer please  over boxes)
Approved Not approved
Management
(trainer): Dr Eugene Lim/ Andrey Loburets Management Initial: Date
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2 Establish media contracts that meet legal and ethical requirements, and requirements of the advertising campaign
brief and schedule including a contingency considerations when dealing with omissions and errors
(Please refer to the supplementary case study material, i.e. Australian Association of National Advertisers AANA for this section)
Master Media Planning & Buying Services Agreement (please note that this is a simplified version and do ensure that answers
do not include ‘Schedule 6’)
2.1 Definitions & interpretations
Accredited
Vendor
The accredited vendor is the party with whom the company entered into a contract for the
advertisement campaign.
Advertiser Codes
of Conduct The code of conduct guides and defines the scope of the actions taken by the advertiser.
Advertiser Data The data shared by the client with the advertiser to prepare the advertisement campaign.
Agency Codes of
Conduct The code of practices of the agency with whom the advertisement contract is formed.
Agency Data Data shared by the client with the agency.
Agency
Information The information shared by the agency with the client.
Agreement or
Master Media
Planning &
Buying Services
Agreement
An agreement that governs the operations of media companies in relation to issuing of advertisements
and purchase of services.
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2.1 Definitions & interpretations (cont.)
Annual Scope of
Work The scope within which the advertiser can develop the advertisement campaign.
Applicable Laws The guidelines issued by regulatory authorities such as AANA, ACMA and others to ensure that
companies comply with legal and ethical provisions.
Conflicts of
Interest
The failure of the service provider to comply with the policies or the failure of the company to
comply with the policies of the advertisers.
Confidential
Information
The confidential data shared by the company with the advertiser to prepare the advertisement
campaign.
Corporations Act The Corporations Act 2001 (Cth) provides various provisions which governs the actions of
companies operating in Australia which advertising companies also have to comply with.
Deliverables The deliverables are referred to the tangible or intangible goods or services produced by the
advertiser which is delivered to the customers.
Dispute The dispute arises between parties if any terms of the contract is breached or non-fulfilled by
them.
Force Majeure It is referred to unavoidable accident without occurred without the actions of either parties of the
contract and it is not avoided by them.
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2.1 Definitions & interpretations (cont.)
Media Plan Identification and selection of media outlets which the company uses in order to target a
specific customer segment to increase its sales.
Media Placement (for magazine advertisement) Positioning/
placement of
advertisement
(refer to 6.5)
In this process, the corporation creates an image of the product or service offered by the
company to its customers in order to increase their sales.
Cost/ pricing
(refer to 16.1)
The cost incurred by the company in the process of formation, development, selection and
implementation of the media plan.
Timing
(refer to 16.3) The timing is referred to the time period for which the advertisement campaign continuous.
Intellectual Property
Rights
It is a general term which is used in order to assign property rights through trademarks,
patents and copyrights which allow the holder to exercise monopoly on the use of particular
item.
Spam Act
Spam Act 2003 is passed by the Australian Parliament in order to regulate e-mail and other
type of commercial electronic messages. This act restricts spam through emails or other type
of phone spam.
2.2 Appointment &
Scope of Work
It is referred to the scope within which the company discharge its duties which is given in the
service contract.
2.3 Term of contract The terms of the contract which are binding on both parties based on the legal relationship
which exist between them.
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2.4 Advertiser’s
Obligations
The advertiser’s obligations to comply with the terms of the service contract and protect the
confidentiality of the clients to protect their interest.
2.5
Content Verification,
Brand Safety and
Standards
Verification of the advertisement content by analyzing the brand safety policies to ensure that
the marketing campaign did not violate these policies.
2.6
Scope of Work
Amendments and
Project Cancellations
The scope within in which the parties have to discharge their duties which are amended by
the government along with compliance with policies which are issued for project cancellations.
2.7
Advertiser
Representations and
Warranties
The representations and warranties which are included in the service contract in order to
protect the interest of the advertiser and customers.
2.8 Indemnification:
Limitation of Liability
It is referred to including of exclusion clause by the advertiser in the service agreement in
order to limit the liability which arises due to violation of the contractual terms.
2.9 Insurance and Risk
Management
It focuses on getting an insurance policy to mitigate the risk faced by the parties from any
incidents that adversely affect their interest.
2.12
Prepared by
Student’s signature Date
2.13
Management approval (Trainer please  over boxes)
Approved Not approved
Management
Initials (Trainer): Date
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Task 2
1. What are the key considerations when evaluating marketing and media performance? Discuss the following:
1.1 Integrated marketing metrics
Cost of customer
acquisition
The cost of customer acquisition (CAC) is referred to the costs associated with convincing
customers to buy products or services of a company. It is calculated by dividing the entire cost
of sales and marketing, including salaries and other expenses, with the number of customers
acquired in a particular period.
Customer retention
rates It is referred to the percentage of customers retained by the company over a given period.
Lead-to-sales
conversion rates
It is a metric which measures the effectiveness of the sales team in converting the leads into
customers which assist in aligning the sales and marketing team to determine the quality of
leads.
Revenue growth
It is referred to the increase or decrease in the sales of a company from one period to the next.
It assists in illustrating the growth and failure of the company over time to identify the trends in
the business.
1.2 Traditional marketing metrics
Content downloads It is referred to the number of times the marketing campaign or advertisement of the company
is downloaded by the customers which assist in determining its reach to the audience.
Social media
engagement
The messages sent by customers on the social media sites of the company to learn about its
services or offers are referred to social media engagement.
Social media reach Social media sites provide a global platform to companies which allow them to expand their
operations in new areas without facing any challenges.
Website traffic
The traffic is referred to the number of users who are visiting the websites of the company;
higher traffic means that large number of customers is interest in the websites and services of
the company.
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1.3 Media performance metrics
Return on
Advertising Spend
ROAS is referred to what the company makes based on the advertising campaign of a specific
product or service. It evaluates the gap between the capital spend on advertisement and
revenue generated from the sale of particular product or service.
Meet client’s goal The advertisement campaign which is targeted towards a particular customer base to meet
their specific goal
Service quality It referred to the quality of service received by the customers when they purchase product or
service of the company.
Maintaining
legislative and
ethical standards
Compliance with legal policies and ethical standards to ensure that the products or services of
the company are not
2. Discuss how the organization can apply for service level agreements with their media contractors when
implementing their advertising plan. (Please refer to the supplementary case materials on ‘Australian Association of
National Advertisers AANA’ for this section)
2.1 What is a service
level agreement?
A contract formed between service provider and end user which defines the level of service
which is expected from the service provider.
2.2
What are the
benefits of a service
level agreement?
Its benefits include definition of agreeing parties, exact timing of the service delivery,
guaranteed variables and imposition of mutual responsibilities on parties.
2.3
Why is it important
to have a periodic
review on media
performance?
The periodic review assists in identifying the gaps between current and desired performance
which enable the company to improve its future media performance by addressing challenges.
2.4
What happens if
there is a service
agreement breach?
When a breach is occurred, then the aggrieved parties can enforce the terms of the service
agreement or recover financial loss caused due to the alleged breach.
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3. Discuss relevant legal and ethical consideration to Bounce Fitness’ advertising campaign in relations to The
Communications Council (http://www.communicationscouncil.org.au) on the following:
Legal/ ethical concerns
What is it about and how Bounce Fitness meet the legal and ethical requirement for its
advertising campaign?
(Briefly relate to the specific legislation and discuss what must the organization need to do)
3.1 Anti-discrimination
(human rights)
There are various laws implemented in Australia in relation to avoid discrimination in the
advertising campaign of Bounce Fitness which include Sex Discrimination Act 1984, Age
Discrimination Act 2004, Racial Discrimination Act 1975 and Disability Discrimination Act 1992.
It is illegal and unethical for the company to discriminate between its employees and customers
based on its advertising campaign.
3.2
Advertising and
selling
(ACCC)
The corporation has to comply with the provisions of the Australian Consumer Law (ACL) while
advertising its products and services to customers. Section 29 of the Competition and
Consumer Act 2010 (Cth) prohibits parties from making misleading or deceptive claims about
their products or services while advertising them.
3.3 Ethics
(AANA)
The Code of Ethics issued by AANA provides that the advertisements should comply with
Commonwealth and territorial laws in Australia. They should not misleading or deceive
customers. They must not contain any misrepresentations which likely to cause damage to
goodwill of the competitor. They should protect the environment and avoid using content in a
manner which is misleading.
3.4 Gender portrayal
(Codes and Guidelines)
Advertisements should not use inappropriate and exploitative sexual imagery for both womena
and men and they should not portray them equally. They should be portray in the full spectrum
of diversity and violent images should be displayed. The language used in the advertisement
should not be offensive or abusive.
3.5
Social media and
online
(commentary Code of
Conduct)
The content should be divided between public and private based on which private content
should not be published online. The company should be transparent in its online presence and
it should be accurate about its content as well. The company should also act professionally
while using social media and be fair and respectful towards its customers. The social media
platform should be used smartly and the corporation must be aware of confidentiality. Lastly,
the company should carefully use its online presence.
3.6 Media codes
(for Print)
The Australian Publishers’ Bureau (APB) works together with ACCC in evaluating those
advertisements which are misleading and deceptive. The APB has clearly issued guidelines for
Slimming Weight Management which should be followed by Bounce Fitness.
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Assessment Submission Checklist to be completed by the Trainer/Assessor
Unit name: BSBADV604 Execute an advertising campaign
Assessment: Task 1
Did the student complete and provide evidence for the following (please  ): Yes No
1. Provide a demonstration on defining the case study’s creative brief?
2. Developed an implementation strategy outlining tasks and timelines and a contingency plan?
3. Conducted an evaluation on the choice of media options and negotiated pricing in accordance with case
study’s requirements?
4. Discuss how the various legislation and ethical considerations affecting the case study’s advertising
plan?
5. Submit within agreed timeframe?
Has the learner proven they can (please  ): Yes No Assessor’s Notes (if any)
1.1 Analyse creative brief and media plan, and determine factors
affecting implementation of campaign
1.2 Ensure strategy outlines implementation tasks and timelines,
and includes a contingency plan for dealing with omissions
and errors
2.1 Confirm media plan and budget for implementation with client
2.2 Negotiate advertisement positions and price with each media
vehicle in accordance with client’s requirements
2.3 Negotiate and agree on contingency factors and solutions with
media representative
2.4 Establish media contracts that meet legal and ethical
requirements, and requirements of the advertising campaign
brief and schedule
Feedback and result outcome for Task 1 (please
 )
Satisfactory
Not Yet Satisfactory
Re-assessment
required
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Unit name: BSBADV604 Execute an advertising campaign
Assessment: Task 2
Did the student complete and provide evidence for the following (please  ): Yes No
1. Provide answers to the short questions?
2. Submit within agreed timeframe?
Has the learner proven they can (please  ): Yes No
3.1 Evaluate media performance against conditions of the contract, and identify and analyse any
variations
3.2 Apply provisions of media guarantees and make adjustments to media schedules if necessary
3.3 Execute advertising campaign so it complies with the advertising schedule and budget and meets
legal and ethical requirements
Feedback and result outcome for Task 2 (please
 )
Satisfactory
Not Yet Satisfactory
Re-assessment
required
Assessment Summary Result (please
 )
Task 1 Case/ demonstration/
observation S NYS DNS
Task 2 Short questions S NYS DNS
Final Assessment Result for this unit C NYC
Feedback is given to the student on each Assessment task on Moodle YES NO
Feedback is given to the student on final outcome of the unit on Moodle YES NO
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The result of my performance in this unit has been discussed and explained to me (please place signature below)
Student Signature Date
Trainer/ Assessor’s declaration: I hereby certify that the above student has been assessed by myself and all assessments are carried
out as required by the Principles of Assessments (Clause 1.8 of the Standards for RTO 2015).
Trainer/ Assessor’s
Initials
Date
Appeal Process (only for mitigating circumstances)
I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook
Student Signature Date
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