BSBADV507 Develop a Media Plan Assessment Workbook

This document outlines the assessment criteria for the BSBADV507 Develop a Media Plan unit. It includes elements of competency demonstration, foundation skills, assessment requirements, assessment tool definitions, observation and third-party checklists, and workbook activities. Students must complete all workbook activities, case studies, and major activities to become competent in this unit. Re-assessment is available for students who do not achieve competency in the first instance. The final grade of 'C' for Competent or 'NC' for Not Competent is given only after all components of the assessment are graded as 'S' for Satisfactory. Unsatisfactory results are marked as NS.

Student’s Name:
Who is your
Trainer:
Date: 1st June 2018
Teacher Remarks:
Syed Saqib
Hussain
Meenu Sharma
Dharna
Vyas

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Assessment criteria for BSBADV507
Develop a Media Plan
In this document, you will find the foundation of what is required to become competent in this unit.
For further information on each element, you can refer to the Assessment Matrix. Included in this
document are the elements of the unit, foundation skills, assessment requirements as well as an
assessment tool definition list and the crucial observation and third-party checklists. As well as all of
the areas covered here, each student must also complete all workbook activities, case studies and
major activities, where stated, to become competent within this unit.
NOTE – Re-assessment:
Students will have a maximum of two (2) reassessments attempts if competency is not achieved in
the first instance.
The final grade of ‘C’ for Competent or ‘NC’ for Not Competent is only given at the completion of
the unit of competency when all components or parts of the assessment are graded as ‘S’ for
Satisfactory. Unsatisfactory results are marked as NS.
Elements for Competency Demonstration
Elements for Competency Assessment:
1. Define media requirements
2. Select media vehicles
3. Determine media schedule
4. Produce media plan
Performance Evidence:
Evidence of the ability to:
 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.
Foundation Skills:
Reading

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 Identifies, analyses and evaluates complex texts to determine requirements of
advertising brief, and legislative, regulatory and business requirements
Writing
 Writes in a range of styles to suit job requirements and different audiences
Oral communication
 Uses appropriate techniques, including active listening and questioning, to convey
and clarify information
Numeracy
 Analyses and processes complex data to determine schedules and budget
Navigate the world of work
 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
 Takes responsibility for planning, sequencing and prioritising tasks and own
workload for efficiency and effective outcomes
 Analyses relevant information to inform decisions about media requirements to
conform to the brief
 Utilises continuous improvement and testing strategies to ensure effectiveness of
final media plan
 Uses familiar digital technologies and systems to enter data, organise and present
information

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Knowledge Evidence:
To complete the unit requirements safely and effectively, the individual must:
 Outline and explain data analysis and matching techniques
 List organizational products and services offered
 Identify organizational budget and resource constraints
 Identify principles and characteristics of advertising media, types of media and
advertising strategies
 Identify and explain key provisions of the relevant legislation, codes of practice and
national standards affecting business operations
 Identify and explain ethical principles relating to the advertising industry
 Define terms for describing media audiences.
Assessment Conditions:
The assessment must be conducted in a safe environment where evidence gathered demonstrates
consistent performance of typical activities experienced in the business development – advertising
field of work and include access to:
 Relevant legislation and codes of practice
 Organisational policies and procedures
 Industry software
 Office equipment
 Business technology.
Assessors must satisfy NVR/AQTF assessor requirements.
Links:
Companion volumes available from the IBSA website: http://www.ibsa.org.au/companion_volumes

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Any observations and practical assessments must be recorded in the observation checklist. All
practical tasks should be demonstrated during the length of the course. As the instructor, you must
maintain a record demonstrating the date of the practical activities and any comments relevant to
the performance of each student. Where a student is not able to demonstrate competence in a
practical observation activity, further questioning should be put in its place.
As the instructor, you could be assessing the student’s literacy, numeracy and language skills, as well
as the content and context of his/her answers.
In some cases, you will have to adjust and amend the assessment tools, using different and varied
methods (such as oral assessment), to allow students to be assessed according to their needs and
abilities.

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Assessment Tool Definitions
Assessment Tool How is it used? What is it?
Learner Workbook Activities
(Entire completion is required)
Each student should be given a Learner Workbook which
will hold a number of activities, both formative and
summative, that all need to be completed in conjunction
with the appropriate sessions. The PowerPoint, Learner
Guide, and instructor should provide further information to
help with the activities.
Observation/Demonstration
(To be completed for each numbered point as
stated on the checklist)
An observation should be completed for each of the
students by the instructor. If the tasks aren’t everyday
actions, a simulated environment is acceptable or a
demonstration can be set up. An observation checklist can
be found at the end of this document.
Major Activity
(Entire completion is required)
A Major Activity is a summative assessment and can be
found in the Learner Workbook after all of the activities are
completed. This is an extended piece of summative
assessment which should take anywhere between 1-2
hours and every student should complete this work. It is a
requirement for each unit to check knowledge and
understanding.
Skills and Knowledge Activity
(Entire completion is required)
A Skills and Knowledge Activity is a summative assessment
and is found before the Major Activity in the Learner
Workbook. This should take between 1-2 hours and every
student should complete this work. It is a requirement for
each unit to check knowledge and understanding of the
foundation skills and knowledge evidence.
Third Party
(To be completed for each numbered point as
stated on the checklist)
A Third Party checklist is very similar to an Observation
Checklist in its format, but it can be completed by someone
who works with the learner and has witnessed them
completing tasks which coincide with the elements of the
unit. The checklist can be found at the end of this
document.
Case Study
(Entire completion is required)
Not all units will have Case Studies but those that do will be
clearly stated in the PowerPoint and the Learner
Workbook. It will appear as any other activity but it will be
named ‘Case Study' and will provide an example of a
possible real-life situation for the learner to read, interpret
and then answer questions on.
Learner Guide
(To be used as an informational guide)
The Learner Guide links with the Learner Workbook as it
provides the information given during sessions and more. It
can help students to further their knowledge and to also
complete the activities.
Evidence Document
(Not a necessity for completion of the unit but
can be used as an aid or to collect further
evidence)
The Evidence Document lists all of the Elements and
Performance Criteria with an area for written reports etc,
to add evidence to the student’s portfolio. It can be used
for any of the performance criteria, especially those which
may not have been covered by any other assessment tool.
The student can circle a number of the criteria that they
may feel they need further evidence of or it can be used as
a guide for completing further Observations and Third
Party reports.

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Observation/Demonstration
Throughout this unit, the learner will be expected to show their competency of the elements
through observations or demonstrations. The observations and demonstrations will be completed as
well as the formative and summative assessments found in the Learner Workbook. An explanation of
demonstrations and observations:
Demonstration is off-the-job
A demonstration will require:
 Performing a skill or task that is asked of you
 Undertaking a simulation exercise
Observation is on-the-job
The observation will usually require:
 Performing a work based skill or task
 Interaction with colleagues and/or customers
The observation/demonstration will take place either in the workplace or the training environment,
depending on the task to be undertaken and whether it is an observation or demonstration. Each
task must be observed. You will need to ensure you provide the learner with the correct equipment
and/or materials to complete the task. You will also need to inform the learner of the time they have
to complete the task; this will once again vary, depending on the task.
The learner should be able to demonstrate they can:
1. Define media requirements
2. Select media vehicles
3. Determine media schedule
4. Produce media plan
Learners should also demonstrate the following skills:
 Reading
 Writing
 Oral communication
 Numeracy
 Navigate the world of work
 Get the work done.

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Observation/Demonstration Checklist
Candidate’s Name
Assessor or Observer’s Name
Unit of Competence
(Code and Title) BSBADV 507 Developing a Media Plan
Date of Assessment 1st June 2018
Location 75 Gozzard Street, Gungahlin 2912 ACT, at CBTC.
Demonstration Tasks Completed
Materials and Equipment Provided
Tasks to be observed, demonstrated or
simulated if appropriate
Yes No Comment
1. Define media requirements:
Did the learner demonstrate that they could
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. Define media requirements:
Did the learner demonstrate that they could
analyze product market factors to determine
reach and frequency requirements of
advertising media selected?
3. Define media requirements:
Did the learner demonstrate that they could
analyze creative requirements of the
advertising message and determine media
implications?
4. Define media requirements:
Did the learner demonstrate that they could
identify media merchandising requirements
from the advertising brief?
5. Define media requirements:
Did the learner demonstrate that they could
confirm media budget and identify legal and
voluntary constraints?
6. Select media vehicles:
Did the learner demonstrate that they could
Syed Saqib
Hussain
Meenu Sharma
Dharna
Vyas

P a g e | 8
weigh up relative merits of identified media
vehicle alternatives, taking past media
performance into account?
7. Select media vehicles:
Did the learner demonstrate that they could
evaluate and test new or alternative media
vehicles with other advertisers and against
proven vehicles?
8. Select media vehicles:
Did the learner demonstrate that they could
select media vehicles that target the required
audience, meet media requirements and
fulfill merchandising requirement within
budget?
9. Select media vehicles:
Did the learner demonstrate that they could
select media vehicles that meet creative,
reach and frequency requirements of the
advertising message to be achieved within
budget?
10. Select media vehicles:
Did the learner demonstrate that they could
ensure selected media vehicles meet legal
and ethical requirements?
11. Determine media schedule:
Did the learner demonstrate that they could
ensure duration and timing of media
schedule meet requirements of the
advertising brief?
12. Determine media schedule:
Did the learner demonstrate that they could
determine the distribution of messages over
the duration of schedule to meet
requirements of the advertising brief?
13. Determine media schedule:
Did the learner demonstrate that they could
create a media schedule to satisfy advertiser?
14. Determine media schedule:
Did the learner demonstrate that they could
develop alternative media schedules for
advertiser within budget?
15. Determine media schedule:
Did the learner demonstrate that they could
determine a testing schedule for the media
plan and continually modify media plan in

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accordance with results obtained?
16. Produce media plan:
Did the learner demonstrate that they could
create media plan which defines media
requirements of the advertising brief and
provides evidence supporting each
requirement?
17. Produce media plan:
Did the learner demonstrate that they could
specify recommended media and vehicle/s,
and rationale for their selection in the media
plan?
18. Produce media plan:
Did the learner demonstrate that they could
ensure media plan contains a budget
allocation per medium per advertising
period?
19. Produce media plan:
Did the learner demonstrate that they could
identify the anticipated impact of advertising
and measures to assess its effectiveness in
the media plan?
The candidate’s
performance was:
Not Satisfactory Satisfactory
Further Comments:
Candidate’s Signature
Assessor/Observer’s
Signature

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Support Questions for observation checklist
Candidate’s Name
Assessor or Observer’s Name
Unit of Competence
(Code and Title)
Date of Assessment
Location
The candidate’s performance was: Not Satisfactory Satisfactory
Client Feedback
Candidate’s Signature
Assessor/Observer’s Signature

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Third Party Reports
The Third Party Report should be completed by a senior member of staff i.e. a supervisor or
manager, where possible. The report should cover the points below, with a description to show that
the tasks have been witnessed over time while working with the learner. Examples, times, dates etc.
should be included, if possible.
As this unit is about developing a media plan, you will need to have witnessed the learner within a
working or training environment:
1. Define media requirements
2. Select media vehicles
3. Determine media schedule
4. Produce media plan.
Ticking yes/no next to the tasks is required, as well as an accompanying report.

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Third Party Checklist
Candidate’s Name
Assessor or Observer’s Name
Unit of Competence
(Code and Title)
Date of Assessment
Location
Demonstration Tasks
Materials and Equipment
Tasks to be simulated if not witnessed over time: Yes No
1. Did the learner 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. Did the learner analyze product market factors to determine reach and
frequency requirements of advertising media selected?
3. Did the learner analyze creative requirements of the advertising
message and determine media implications?
4. Did the learner identify media merchandising requirements from the
advertising brief?
5. Did the learner confirm media budget and identify legal and voluntary
constraints?
6. Did the learner weigh up relative merits of identified media vehicle
alternatives, taking past media performance into account?
7. Did the learner evaluate and test new or alternative media vehicles with
other advertisers and against proven vehicles?
8. Did the learner select media vehicles that target the required audience,
meet media requirements and fulfill merchandising requirements
within budget?
9. Did the learner select media vehicles that meet creative, reach and
frequency requirements of the advertising message to be achieved
within budget?
10. Did the learner ensure selected media vehicles meet legal and ethical
requirements?
11. Did the learner ensure duration and timing of media schedule meet
requirements of the advertising brief?
12. Did the learner determine the distribution of messages over the
duration of schedule to meet requirements of the advertising brief?

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13. Did the learner create a media schedule to satisfy advertiser?
14. Did the learner develop alternative media schedules for advertiser
within budget?
15. Did the learner determine a testing schedule for the media plan and
continually modify media plan in accordance with results obtained?
16. Did the learner create media plan which defines media requirements of
the advertising brief and provides evidence supporting each
requirement?
17. Did the learner specify recommended media and vehicle/s, and
rationale for their selection in the media plan?
18. Did the learner ensure media plan contains a budget allocation per
medium per advertising period?
19. Did the learner identify the anticipated impact of advertising and
measures to assess its effectiveness in the media plan?
The candidate’s
performance was:
Not Satisfactory Satisfactory
Further comments:
Candidate’s Signature
Assessor/Observer’s
Signature

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Third Party Evidence
Confidential Information
Name of Candidate
RTO:
Unit(s) of Competence
As part of the assessment for the units of competency, we are seeking evidence to support a
judgment about the candidate's competence. As part of the evidence of competence, we are seeking
reports from the supervisor and other people who work closely with the candidate.
Name of the supervisor:
Workplace:
Address:
Phone:
Do you understand which evidence/tasks the candidate has Yes No
provided/performed that you are required to comment on?
As the assessor explains the purpose of the candidates Yes No
assessment?
Are you aware that the candidate will see a copy of this form? Yes No
Are you willing to be contacted should further verification of this Yes No
statement be required?
What is your relationship to the
candidate?
How long have you worked with the
person being assessed?
How closely do you work with the
candidate in the area being
assessed?
What is your technical experience
and/or qualification (s) in the area
being assessed? (Include any
assessment or training
qualifications.)
Does the candidate:
Perform tasks to the industry standards? Yes No

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Managed job tasks effectively? Yes No
Implement safe working practices? Yes No
Solve problems on the job? Yes No
Work well with others? Yes No
Add that to new tasks? Yes No
With unusual or non-routine situations? Yes No
Overall do you believe the
candidate conforms to the
standard required by the unit
of competency on a consistent
basis?
Identify any training needs for the candidate:
Any other comments:

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Table of Contents
Table of Contents.............................................................................................................................1
Candidate Details.............................................................................................................................2
Assessment – BSBADV507: Develop a media plan.........................................................................2
Competency Record to be completed by Assessor........................................................................3
Observation/Demonstration............................................................................................................4
Activities...........................................................................................................................................5
Activity 1A......................................................................................................................................5
Activity 1B......................................................................................................................................7
Activity 1C......................................................................................................................................8
Activity 1D.....................................................................................................................................9
Activity 1E....................................................................................................................................10
Activity 2A....................................................................................................................................11
Activity 2B....................................................................................................................................12
Activity 2C....................................................................................................................................13
Activity 2D...................................................................................................................................14
Activity 2E....................................................................................................................................15
Activity 3A....................................................................................................................................16
Activity 3B....................................................................................................................................17
Activity 3C....................................................................................................................................18
Activity 3D...................................................................................................................................19
Activity 3E....................................................................................................................................20
Activity 4A....................................................................................................................................21
Activity 4B....................................................................................................................................22
Activity 4C....................................................................................................................................23
Activity 4D...................................................................................................................................24
Skills and Knowledge Activity.......................................................................................................25
Major Activity..............................................................................................................................28

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Candidate Details
Assessment – BSBADV507: Develop a media plan
Please complete the following activities and hand into your trainer for marking. This forms part of
your assessment for BSBADV507: Develop a media plan.
Name: _____________________________________________________________
Address: _____________________________________________________________
_____________________________________________________________
Email: _____________________________________________________________
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.
Signed: ____________________________________________________________
Date: _____________________1st June, 2018__________________________________
If activities have been completed as part of a small group or in pairs, details of the learners
involved should be provided below;
This activity workbook has been completed by the following persons and we acknowledge that it
was a fair team effort where everyone contributed equally to the work completed. We declare that
no part of this assessment has been copied from another person’s work with the exception of where
we have listed or referenced documents or work and that no part of this assessment has been
written for us by another person.
Learner 1: ____________________________________________________________
Signed: ____________________________________________________________
Learner 2: ____________________________________________________________
Signed: ____________________________________________________________
Learner 3: ____________________________________________________________
Signed: ____________________________________________________________

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Competency Record to be completed by Assessor
Learner Name: _______________________________________________________
Date of Assessment: _________1st June, 2018__________________________________
The learner has been assessed as competent in the elements and performance criteria and the
evidence has been presented as;
Assessor Initials
Authentic
Valid
Reliable
Current
Sufficient
The learner is deemed: COMPETENT NOT YET COMPETENT (Please circle)
If not yet competent, date for re-assessment: ____________________________________
Comments from Trainer / Assessor:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Assessor Signature: ________________________________________________________

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Observation/Demonstration
Throughout this unit, the learner will be expected to show their competency of the elements
through observations or demonstrations. The observations and demonstrations will be completed as
well as the formative and summative assessments found in the Learner Workbook. An explanation of
demonstrations and observations:
Demonstration is off-the-job
A demonstration will require:
 Performing a skill or task that is asked of you
 Undertaking a simulation exercise
Observation is on-the-job
The observation will usually require:
 Performing a work based skill or task
 Interaction with colleagues and/or customers
The observation/demonstration will take place either in the workplace or the training environment,
depending on the task to be undertaken and whether it is an observation or demonstration. Each
task must be observed. You will need to ensure you provide the learner with the correct equipment
and/or materials to complete the task. You will also need to inform the learner of the time they have
to complete the task; this will once again vary, depending on the task.
You should be able to demonstrate you can:
1. Define media requirements
2. Select media vehicles
3. Determine media schedule
4. Produce media plan.
You should also demonstrate the following skills:
 Reading
 Writing
 Oral communication
 Numeracy
 Navigate the world of work
 Get the work done.

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Activities
Activity 1A
Estimated Time 30 Minutes
Objective To provide you with an opportunity to 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.

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Activity Your manager has asked that you recommend a target audience and develop a
customer profile of the target audience. Based on the product and use the
profile to make recommendations on how to attract the attention of your media
audience. Choose a product that is different to the product in the Learning
Activity.
The product that you are going to sell is:
Ice lollies ( Australia)
What is the target market? What are the target audience’s characteristics?
The service of This product is aimed at children of age 5-15.
Target audience characteristics include,
A. Age: 5 to 15-year-old
B. Gender: Male and Female
C. Income: Nil or pocket money
D. Education: Elementary to Higher secondary
Profile the customer
Demography: 18.7%
Geographic characteristics: unevenly distributed
Psychographic characteristics: Eager and innocent
Buying patterns: On an average twice a week
Creditworthiness: Nil
Purchase history: Since 1907 (e.g. Peters: A leading ice cream brand in
Australia)
What statistical information can you find about the market and where did you
find the information?
Product sale in July 2012-June 2013: 18%
Product sale in July 2013- June 2014: 17%:
(Roymorgan, 2014)
Referencing: roymorgan, 2014 Tubs of joy: Australians still love ice cream,
[Online] Available at http://www.roymorgan.com/findings/5897-australians-still-
love-ice-cream-201410282204 (Accessed on 01-06-2018)
What key information should your message have? Where would you obtain this
information from?
Green lime ice lollies are joy wrapped up for kids. They are most loved and
welcomed from age 5 to 15.
Based on the information provided above, complete the table below and
describe the way in which you would attract the customer to your product.
Steps Example

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1. Place message in appropriate
medium
Peters,
Unwrap Joy!
2. Represent the media audience
within media
The product audience is kids from
age 5 up to age 15.
Media audience is Radio,
Television, Internet, Ad
campaigns.
3. Include objects and activities
enjoyed by each profile
The product is usually consumed
on preference but mostly by age
from 5 to 15.
4. Include topics and subjects that
will appeal to each profile
Sweetness, Durability, Taste,
Structure, and Packaging.
5. Use themes or background music
appropriate for the genre of each
profile
Slow rhythmic music with an
even distribution of low beat
drop at every bite of an ice lolly.
6. Think of the comfort of each
audience which they can relate to
Ice lollies quench thirst,they also
help regaining lost energy, and
sooth dry throat from summer
strokes.
7. Make sure that you address the
correct attitudes appropriate for
each profile
Profile of targeted customers is
children ages between 5-15
whose general attitude towards
ice lollies is something that’s
affordable, easily available, and
satisfying in taste.
8. Make sure that you appeal to the
desires of each profile.
A hint of sweetness, ice cold
lollies with a variety of taste and
tinge of flavors are attractive to
kids.

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Activity 1B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to analyze product market factors to
determine reach and frequency requirements of advertising media selected
Activity To determine reach and frequency, it is important that you determine the
product market factors. Using the product that was used to answer the
questions in Assessment Activity 1A, choose the product factors and discuss the
reason for the decision by answering the following questions:
Is your product convenient, differentiated, undifferentiated, established etc?
The convenience of product solely depends on the condition it has been put
through.
Yes, the product Peter’s ice-cream is differentiated from other products by its
processing, ingredients, packaging, costing, supplies, and production.
Peter's is undifferentiated and unique in its taste; it maintains the consistency of
goods and services provided to customers and also takes utmost care of
suppleness varieties available of the product.
Peter’s ice-cream was established in 1907 by Fred Peter with a fresh approach
and vision which now has come true in the form of Peter being one of the largest
and fastest growing businesses in Australia.
What level of involvement would your customer have? Explain why you chose
this level of involvement.
Involvement of the customer directly is dependent on the variety of products
customer chooses a product from. Customer's involvement helps in the
development of the product which leads to better production and creates a good
image of business in the market. Customer involvement goes as far as analysis of
market demand by a firm.
The reason we chose this level of involvement of a customer is that it is a product
for people. Their entire likeness towards the product is the sole reason to
continue producing Peter's ice-cream. Feedbacks very important in order to grow
furthermore in business as it is this flock of the crowd that is going to buy, eat,
and purchase this product purely on the basis of their likeness towards it again.
What impact do you feel that the level of involvement will have on reach and
frequency of advertisement?
The level of involvement that Peter's the ice-cream company allows its customers
will only be more beneficial once it reaches that frequency of advertisement
because this company produces a product solely for the entertainment, content,
and satisfaction of its customers. With the introduction of advertisement and
other sources of promotion, more people will be influenced to buy the product
which would result in the rise of demand and with a rise in demand there will be a
reason for higher production for the mass resulting benefit of the company and
consumers as well.

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Activity 1C
Estimated Time 15 Minutes
Objective To provide you with an opportunity to analyze creative requirements of the
advertising message and determine media implications.
Activity What is the aim of a creative brief?
A creative brief is a compilation of the ideas that a company is about to begin
promoting. The aim of a creative brief is to come up with varied plans and
strategies to attract the most customers to walk-in outlets, to maximize the sale,
to come with factors that will lead to increase the demand in the market, policies
that would affect a customer to just buy the company's product.
A creative brief includes plans and methods to drive customers towards
purchasing the product, how to bring change in the market and the survival of
business with the availability of numerous other competitive firms and brands.
What are the requirements of the creative brief?
A creative brief majorly requires an overview of things that will be required in
advertising the product, the future plans of a company that is how far a company
see’s the usage; availability; and production of the product, the objective of a
company; plans, and goals , the availability of resources in both cases
A. Production of the product
B. Advertisement of the product
And the consent, a formation of consortia that includes sponsors, company head,
team leaders, advertising agency, HODs, etc.
Choose three creative requirements and explain them in your own words. Give
an example of a time when you would use each?
A. Project requirements:
Once a product is made for the consumption from the other end, the only
thing that is left required is the branding and promotion of it.
Branding of a product is done as soon as it is launched which leaves us
with the promotion of the product. A company then approaches an
advertising agency which would help in promoting in return for fame and
favors. This leads to the requirements of the project that is promoting it;
the category under which it falls, the availability of the product, the
accessibility of the product, the aim of the product, and the requirement
of the product in the market.
B. Availability of resources:Availability of resources is subcategorized into
two parts:
1. Production of the product
Production of the product is related to the requirement of the
resources in order to create, evaluate the product, development,
testing, manufacturing, delivery, till the end consumption of the
product.

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C. Goals:
A goal of a company is to create the best for people, to bring change; a variety in
the market, to increase the living standards, to maintain a good image in the
market, and to reach heights and expand the business.

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Activity 1D
Estimated Time 15 Minutes
Objective To provide you with an opportunity to identify media merchandising
requirements from the advertising brief.
Activity What is the connection between the advertising brief and the media
merchandising requirements?
Advertising refers to the promotion of a product to bring customers to the store
whereas merchandise of a product refers to another sort of placement of the
product when customers are already in the store.
E.g. An advertisement attracts and helps a customer to get familiar with the kind,
variety, structure, availability, the condition of a product. Advertisements also
help in reaching out to people unable to keep up with currents trends and
changing situations. Advertisement of the product can be done through various
mass media that is Television, Radio, Internet, etc.
On the other hand, merchandise refers to the brand promotion of a company
which occurs after some certain point of time on the basis of the time of
existence, popularity, acceptance by customers of a product in the market.
One single attribute that these two kinds share in common is that both
advertising and marketing make people aware of the existence of the product
which to better for sale, the overall expansion of opportunities to create better.
and more production which benefits the business.
You are going to develop media requirements for a computer (Use a computer
that you are familiar with). Choose three media from Appendix No.2 that you
believe are appropriate.
Newspaper: One of the greatest media for advertising for it is cheap (minimum
cost due to varied accessibility to printing presses), easily available, widespread,
and takes about zero effort to promote a product. Attractive in nature as it can
comply with numerous images, graphics, fonts, colors, and designs.
It is available almost everywhere and has a maximum reach to the general mass.
Television: Television is also one of the greatest media to advertise and promote a
product, reasons being so are: it can be played on loop numerous times, chances
of growth through better and innovative ideas, a platform to perform and show
capability of the product which would attract customers, visuals of product being
used to relate the easiness of product, and in case of television marketing a
viewer, on the other hand, is incapable of avoiding it to some certain extents.
It’s costlier than newspaper but has more impact and effect on general kind.
Social Media: Advertising on social media has been simpler than other media
combined. Today internet is accessed everywhere and has turned as a medium of
survival in some cases. Today majority of the mass is active on social media and is
constantly looking for ideas that reduce efforts and minimize the general activities
that are needed. Online shopping is the new trend and definitely looks like
something that is going to stay. By promoting a product online or social media
platform, a company not only gets the varied amount of customers but also the
better review of the demand rising in the market.

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Activity 1E
Estimated Time 15 Minutes
Objective To provide you with an opportunity to confirm media budget and identify legal
and voluntary constraints.
Activity When you are allocated a budget, what should you consider?
 Marketing objectives
 Segmentation of customer and targeting
 Habits of the Target audience
 Seasonality
 Public-relations
 Other market consideration
You have allocated a commercial into a children’s television time slot for adult
makeup. Using your knowledge of legal and voluntary constraints, do you
believe that this is considered ethical?
No, it is not ethical to show such ads as this may lead to some negative impact on
children as they grasp things very quickly. So the commercial advertiser should
avoid broadcasting such ads.

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Activity 2A
Estimated Time 15 Minutes
Objective To provide you with an opportunity to weigh up relative merits of identified
media vehicle alternatives, taking past media performance into account.
Activity Using Appendix Number Two reflect on the different merits of the media
alternatives. Choose four that you are unfamiliar with. Discuss and compare
them in terms of merits.
1. Pay per Click Advertising: In PPC advertisement, ads are shown on
different websites including some partner websites and the advertisers
pay for every visitor on cost per click criterion
Merits:
 Payment is made only for clicks.
 Freedom of selecting the platforms where the ads will be run that
leads to a better chance to reach the market audience.
 Ads can be easily rendered or modified, instantaneously
depending on the type of results.
2. Direct Mail: Another name of this marketing approach is direct marketing
or response marketing, is a technique in which a message is directly sent
to the buyers from the seller. Direct mail consists of catalogs, sales letters,
brochure, etc.
Merits:
 The advertising message is earmarked to the potential customers.
 The message can be made a personalized one. This could help in
increasing positive response.
 The overall response to the advertisement campaign can be
measured more effectively.
3. Yellow Pages: These are a part of a whole phone directory printed on
yellow pages and listing businesses.
Merits:
 Wide availability
 Non-intrusive
 Action-oriented
 Inexpensive
 Easy to measure responses
 Frequency
4. Telemarketing:
Also known as telephone sales, is one of the most effective systems for providing
an introduction to customers or clients and fixing up appointments.
Merits:
 It’s convenient to get the right customer to talk to.
 It’s cost-effective.
 Responses are highly measurable
You should also consider what impact past media performance would play if
you were to use these media vehicles. Would the change in trends have an
impact on the viability of the media vehicle in the present? Discuss.
By analyzing the television advertising campaigns carried out on the target market

P a g e | 29
in the past, an organization can establish the causal relationship between the
characteristics of the campaign and sales progression. Every product manager
knows the key factors behind the success of campaigns, and using them in their
future campaign can be really helpful for the organization.
Yes, changing trend cast an impact on the viability of media vehicle. For example-
in the last two decade the number of social media users have increased
exponentially and as a result of which social media marketing took birth in this
world. Now, every new business considers social media as their key media vehicle.

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Activity 2B
Estimated Time 20 Minutes
Objective To provide you with an opportunity to evaluate and test new or alternative
media vehicles with other advertisers and against proven vehicles
Activity What is the importance of testing your media vehicle?
In every media plan, each media vehicle is significant and plays a vital role. For
better efficiency, one needs to have the right mix of vehicles ensuring the
accomplishment of the organizational goals.
 It helps in creating awareness and disseminating data and information.
For example- TV is a vehicle to develop a brand using some visual and
emotional appeal.
 Outdoor and radio work as reminder media.
What should you remember when you pre-test advertising?
Pre-testing is also called copy testing and is a specialized area of marketing
research used to figure out the effectiveness of an ad based on factors, such as
consumer feedback, responses, and behavior. Pre-testing is carried out just
before releasing the advertisement to customers. There are two things to
remember before pre-testing advertising:-
 What is the purpose of carrying out a pre-test advertisement?
 What can be the right tool for the job: on-demand pre-tests for simple
decisions, in-depth pre-tests for complex and risky decisions.
Choose two types of pre-tests. Briefly explain what they do. Using your
explanation, discuss which is one you feel is more reliable. Why?
Questionnaire method: In this method a list of questions is prepared, using which
either the whole ad or a part of it is tested by asking those questions to people.
The number of questions can be as low as one and there is no upper limit to it.
The sole idea behind this method is to assess the read-through strength, attention
strength, or behavior strength of the advertisement. For each component of the
advertisement, a copy is provided with some rating. Each ad is given a rating
between best to worst.
Portfolio Test: In this method, some of the samples or dummies copies are placed
in the folio along with other regular advertisements. The customers are shown
those folio and asked about what message they have got from each ad. The ad
which is played a minimum number of times is considered to be the best. Here,
the point to be noticed is that whether the chosen ad is regular or dummy. If it is
a dummy, then the regular and is improvised on the same lines.
Out of the two, questionnaire method is the best as it provides realistic
information or data from the customers. This can be helpful in improvising the
product line and increasing customers' satisfaction because we could understand
what a customer actually looking for.

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Activity 2C
Estimated
Time
20 Minutes
Objective To provide you with an opportunity to select media vehicles that target the required
audience, meet media requirements and fulfill merchandising requirements within
budget.
Activity Choose one media vehicle to reach the specific target markets listed below. Why did
you choose these media vehicles?
Target Market Media Why?
Teen make-up Sponsorship, Social
Media
Since the product is related to
teenagers, it is apt to reach out
them through social media. As
nowadays, teenager are tilting
towards social media, such as
YouTube, Facebook, Instagram,
etc., advertisers can easily target
their primary audience there.
Colgate Toothpaste Television and Radio Toothpaste’s effectiveness can
be shown using some visuals that
look appealing to people and
they can actually relate such
problems after watching the Ad.
So television is most appropriate
media.
Fructus Shampoo Newspaper,
Sponsorship
The full front page advertisement
along with a free introductory
sachet inside it can be a major hit
advertisement for the shampoo.
Computer Television and social
media
Computer’s specification can
only be made understandable for
people using a visual. So a video
ad shown on TV or YouTube can
shake the market very well.
Choose one of the target markets above. You find that customer attrition for the
product has occurred. What should you do?
When the customer retention rate is sliding down, the organization should go beyond
the price. They should try to leverage their under-utilized assets including their
employees. Try to understand the actual problems and measure why customers are not
trusting your brand in the first place.

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 Try to make an effort to relate to your customers’ needs or desires on a
personal level. This is an important key to a sustainable business.
 Try to appreciate your customers by sending them a thank you note. Special
gifts to every new customer or discount coupon to them help in making a long-
lasting relationship and loyalty. Even a special mention or recognition on social
media platforms can serve the purpose.
 Always seek a constructive feedback from the customer. Let them know that
they are being heard and their queries are being answered. Customer care
executives should proactively reach out to the consumers regularly to figure
out their likes and dislikes.
The conversion rate for the current customer is 50,000. The leads that lead to a sale
are only 40%. The level must be 50% as 40% is breaking even. What options do you
think are available to you?
There are many ways of increasing sales percentage, but nothing can match the two
that are discussed here:-
1. Building the trust among the customers: It has been found that the major
reason behind people avoids purchasing from you is that they don’t trust you.
Add trust elements to your websites.
2. Making the ordering process easier: People choose those brands that make
doing business hassle-free. The customer wants quick ordering process and
while doing that, they hate figuring out how to purchase things from you and
where to go and click. It has to be self-directing and intuitive. Always try to
make your process in such a way that it requires only a few clicks

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Activity 2D
Estimated Time 25 Minutes
Objective To provide you with an opportunity to select media vehicles that meet creative,
reach and frequency requirements of the advertising message to be achieved
within budget
Activity What is the GRP? What does it do?
Gross Rating Point (GRP) is an index used to measure the impact of advertisement
which is calculated as a percent of the target market penetrated multiplied by the
exposure frequency. GRPs are used by the media buyers as a measure of media
with high potential impressions. It tells the strength of the advertising.
Using the Ostrow Model of Effective Frequency, explain the level of frequency
for the new $500.00 suit you buy every six months.
Do you believe that you can reach customers at 100%?
No, it is not possible as the reach follows a curve that flattens at 99% but never
touches the 100% landmark.
In reaching customers to create awareness, it is important that you make sure
that one of three points exists. What are the three points?
1. Increase Brand Awareness
2. Generate Leads and Engagement
3. Create Customer Advocacy Opportunities
Creative ads have three elements. Briefly explain each element and give an
example of products you are personally have had experience with.
The three quintessential of a creative and comprise:-
1. Branding: Every successful advertisement must contain an attractive and
well-defined brand perspective to it because in absence of which your
marketing is nothing more than a failure. The idea behind this is to make
your brand rise above the rest of the market. The most important part is
designing a brand logo.
2. Uniqueness: To increase your brand value, your product must have a
unique factor that separates you from your peers and that attracts the
customer’s attention. For this, one needs to have a creative idea or
perspective.
3. Media Channel: Choosing the right media channel is crucial for every
creative advertisement. The purpose of media is basically to convey the
message to the target population. With some marketing and media
channels in fashion, it is required to have a basic media strategies. The
idea is to develop a brand that with the highest reach and reception.

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Activity 2E
Estimated Time 15 Minutes
Objective To provide you with an opportunity to ensure selected media vehicles meet
legal and ethical requirements
Activity If you are running a telemarketing campaign to create awareness for your
product, what do you need to be aware of?
Telemarketing campaign requires four steps that you need to be aware of:-
1. Campaign Objectives
2. Setting up strategic goals
3. Creating a call script
4. Dealing with the data
Do you think that Anti-discrimination law is an issue in advertising? Research
how?
It concludes without clearly defining a balance between the rights and freedom of
certain strata of people like LGBT communities that give rise to conflict and leads
to the birth of modern bureaucracies to enforce modern laws.
What is ethics in advertising?
Ethics in the world of advertising means well-defined standards or principles that
govern the ways of a deal occurring between the seller and the buyer. And by the
term ‘ethical and’ it is meant that an ad which doesn’t misguide or lie, doesn’t
make false or over exaggerated claims.

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Activity 3A
Estimated Time 15 Minutes
Objective To provide you with an opportunity to ensure duration and timing of media
schedule meet requirements of the advertising brief
Activity Give an example of when you are timing each product based on the following
advertising.
Timing Product
Continuous advertising Soaps, Kinds of toothpaste,
Mobile phones
Pre-launch advertising Mobile phone, Vehicles, Watches
Pre-sales advertising Software, IT products
Seasonal advertising Woolens, umbrellas, soft-drinks

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Activity 3B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to determine the distribution of messages
over the duration of schedule to meet requirements of the advertising brief
Activity Choose a product and answer the following for the product:
 Name of product: Lipton Green Tea
 The nature of the product: Herbal Beverage
 The nature of the target audience: The people aged 10-60
 Stage of the product lifecycle: Growth stage
 Competitors scheduling: The competitor’s scheduling consists of the
following:-
 Situational Analysis (Company analysis, market analysis, Industry analysis,
competitor analysis, and environmental analysis)
 SWOT analysis
 Target Market Study (Two adjacent segments, Need-Based Positioning,
complementary products)
 Promotional Strategies
 Marketing Performance Evaluation
 Adjustments

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 Advertising budget: < $2 Bn.
Government legislation: Quality control projects continued to be actively pursued
along with the implementation of ISO 3720 Standards and HACCP (Hazard
Analysis & Critical Control Points).
Based on the message and the information completed above, explain which
media option you would use to advertise the product.
Since the Lipton green tea is a beverage, the best media for advertising can be
television or print media, where customers can directly be conveyed through
visuals about the benefits of drinking green tea and how Lipton is better than its
competitors. Moreover, since the target audience comprises people with age
between 10 to 60 years, Lipton can also sponsor some college fest or conference
where it can go for sample advertisement strategy and can easily target students
and the communities.

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Activity 3C
Estimate
d Time
15 Minutes
Objective To provide you with an opportunity to create a media schedule to satisfy advertiser
Activity Create a media schedule on the product used in 3B
Launching a new product is not a cakewalk as it has many challenges. The media schedule
on the Lipton green tea is given below:-
Media Jan Feb Mar Apri
l
May June July Aug Se
p
Oct Nov Dec
T.V
Radio
Newspaper
Magazine
Sponsorship
Social
Media
Total Cost
($)
What is the placement of an advertisement?
An ad placement is simply a group of specific ad units where an advertiser can choose to
put their ads using a technique called placement targeting. Ad placements can be as wide
as a single ad unit or a whole website. Placements are made visible to advertisers in two
ways:
1. Placements automatically created by our system: Here an AdSense network plays
a major role in which each publisher website is automatically made available to
advertising party as a place that helps in facilitating targeting the ads. When
advertising party target such placement, their ads pop up anywhere on the
website.
2. Placements defined by publishers: In this type of placement, people have the
ability to define their ad placements by making use of some personalized custom
channels. The liberty lies in the hand of the publisher to choose how to club
together certain ad units on their website that they want advertising party to be
able to target. Some traditional ways of combining ad units into custom channels
are by ad format, topic, or location on a page. When an advertiser focuses on
publisher-defined ad placements, his/her ads may be seen in the particular ad units
the publisher has selected.
What is the size/length of advertisements?
For television advertisement, the length must be the 30s if the purpose is only creating an
awareness for a newly launched product. In addition, if the product is already in the
market and the organization is seeking to create awareness about it among the target
audience, then the most effective length of the advertisement is 45seconds. Point to note

P a g e | 39
here is that both the effective time have been taken from the results produced by a
research.
Activity 3D
Estimate
d Time
15 Minutes
Objective To provide you with an opportunity to develop alternative media schedules for advertiser
within budget
Activity Using the product above and a budget of $30,000.00 design a media schedule and explain
what the schedule and product and schedule is targeting at. Why?
Media Jan Feb Mar April May June July Aug Sep Oct Nov Dec
T.V $1000 $1000 $1000 $1000 $1000 $1000 $1000 $1000 $1000 $1000 $1000 $1000
Radio $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Newspaper $200 $200 $200 $200 $200
Magazine $200 $200 $200 $200 $200
Sponsorshi
p
$1000
0
Social
Media
$400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Total Cost
($)
$1800 $1800 $1180
0
$1800 $1800 $1800 $1800 $1800 $2000 $1600 $1600 $1600
The aforementioned media schedule has been created considering the seasonal demand for tea. As people
prefer to take tea in winters, the larger share of the budget has been allocated to the winter months. The budget
has been reduced in the summer season. To see the effect of increasing budget in the summer season, $200 is
added to the budget of the September.

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Activity 3E
Estimated Time 15 Minutes
Objective To provide you with an opportunity to determine a testing schedule for the
media plan and continually modify media plan in accordance with results
obtained
Activity There are two models of continuous improvement: The PDCA Cycle and MBO.
Choose one and use the product used in 3.4 to explain the process using that
product.
 Identifying the ideal audience to target - in our case, the target audience
consists of people of age group 10-60 years.
 Creating a media strategy to reach out them- Here the suitable media is
television and print media showing some visual representation of the benefits
of the products.
 Developing a media plan based on the consumption habits and preferences of
the target audience.
 Negotiating rates for media buys and value-add.
 Monitoring and reporting campaign progress.
 Making adjustment after analyzing the result obtained from the evaluation.
P la n - Id e n ti fy in g th e id e a l a u d ie n ce to ta rg e t,
D o - C re a ti n g a m e d ia stra te g y to re a ch o u t
th e m
C h e ck -M o n ito rin g a n d re p o rti n g c am p a ig n
p ro g re s s
A ct- M a ke a d ju stm e n t in th e stra te g ie s b a se d o n th e
re su lts o b ta in e d fro m th e e v a lu ati o n .

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Activity 4A
Estimated Time 15 Minutes
Objective To provide you with an opportunity to create media plan which defines media
requirements of the advertising brief and provides evidence supporting each
requirement
Activity Using the product that you have used in 3C, design a brief outline of a media
plan under the following headings:
Media Plan outline
Creating a Mission Statement
Listing down the mission statement.
Understanding what role does the mission statement play in the media plan?
Setting Up Goals
Goals must be set after considering the following questions : -
 What results does an organization want to get out of the media plan?
 What are the overall organizational goals?
 How do this media plan and these goals support the organizational goals?
Other possible goals:
 Visibility & Recognition for the organization
 Engaging the audiences
Target Audiences
Knowing primary target and secondary audiences.
Media Recommendations
1. Media Objectives: The following section links media with overall
advertising and marketing plan. The goals of the media are very specific
and that includes:
 The target audience to be reached in terms of demographics and
psychographics
 Continuity needed
 Special geographic weighting needed
 The degree of media supporting promotions
 Creative strategy implementations
 Media Strategy: In the following section, the important specifics of the
media plan have been covered. Therefore, each and every media proposal
should be listed and then supported. In addition to this, every strategy
must relate any of the objectives of media. The strategies should
comprise:-
 Media classes are chosen (ex-TV, Radio, or magazines)
 Local and national level strategies
 Reason for choosing one strategy over other
 Length specification of the media to be used, such as a 15 or 30 seconds
spot, if it is a newspaper, then a full or fraction of a page)
 The relationship between a particular strategy of an organization and that
of competitors is examined with special attention given to specific key
brands that should be dealt individually.

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 A logic behind choosing each strategy statement
 Elaboration for using each media strategy (Descriptions of each type of
media used, why, how often, etc.
)

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Activity 4B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to specify recommended media and
vehicle/s, and rationale for their selection in the media plan
Activity Use the media vehicles chosen in Activity 4A and explain why you chose each.
The efficiency and effectiveness of media vehicles can be calculated considering
many factors, such as range of exposures, coverage area, target audience, the
relative cost of the advertising via, a particular media and the media environment.
Another important aspect of media is buying media space. As already discussed in
the above sections that the media advertising would be done using T.V., and the
reason for choosing it are many:-
 It has the advantage of reaching a larger audience in a single exposure.
 It is structured in such a way to reach out to selective audiences.
 It is the best way for products that aim to target a broad market
You have been asked to recommend media vehicles for a new promotion.
Which media vehicles would you choose and why?
For the promotion of a newly launched product in today’s day and age, online
marketing sounds more efficient. The reason being is cost-effectiveness. In
addition to this, using this media vehicle an organization can evaluate the
performance of a particular marketing strategy and can adjust it according to the
current market trends, thus it helps in effective implementation of strategy in the
modern marketplace.

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Activity 4C
Estimated Time 15 Minutes
Objective To provide you with an opportunity to ensure media plan contains a budget
allocation per medium per advertising period
Activity Read through the different types of ways in which a budget should be allocated.
Choose which you believe is appropriate to you and explain why you would
choose that option.
Out of all the methods allocating budgets, Return on Investment (ROI) is
something all the online and offline advertising platforms are using. Even Google
AdWord uses it. In the ROI budgeting method, both promotions and advertising
are anticipated as investments, just like plant and types of equipment. In layman
language, with every investment done for advertisements, a return is expected.
Like other operations taking place in the organization, promotion and advertising
are expected to earn a certain return.
If an organization aims to be the dominant advertiser in the market, then instead
of focusing on optimizing costs, it must focus on maximizing return on investment
(ROI) from advertising.
For example- a client who allocates more than $100,000 per month with Google
AdWords, is doing that because he/she earns a large profit on that advertisement.

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Activity 4D
Estimated Time 15 Minutes
Objective To provide you with an opportunity to identify the anticipated impact of
advertising and measures to assess its effectiveness in the media plan

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Activity Using the product used from 3.3 -4.2, recommend which measurements would
you use. Why? Choose at least four that can be used in alignment with the
media vehicles that you chose.
There are many tests that are used in measuring the effectiveness of the
advertisement, namely:
1. Exposure
2. Attention
3. Comprehension
4. Attitude change
5. Behavior or action
Out of the aforementioned measures, we would like to recommend ‘exposure’ as
an effective tool. The reason being that to become effective, an ad must gain
exposure, i.e., how many customers have watched or heard about it. They must
get its message clear and remember it for a long time. Without a wide exposure,
the advertisement is considered to be a failure. To know about the exposure, a
method is given below. Take a look!
 Check its audience or circulation data (i.e., TRP, number of copies
purchased in the market, etc.); or
 Carrying out listenership or readership surveys.
Both of giving the ground reality and information can easily be collected and
analyzed without needing any external help from the experts, thereby making it a
cost-effective method.

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Skills and Knowledge Activity
Estimated Time 60-120 Minutes
Objective To provide you with an opportunity to demonstrate your knowledge of the
foundation skills, knowledge evidence, and performance evidence.
Activity Complete the following individually and attach your completed work to your
workbook.
The answers to the following questions will enable you to demonstrate your
knowledge of:
 Produce a media plan for an advertisement
 Develop measures to assess the effectiveness of media vehicles selected
 Reading skills
 Writing skills
 Oral communication skills
 Numeracy skills
 Navigate the world of work
 Get the work done
 Outline and explain data analysis and matching techniques
 List organizational products and services offered
 Identify organizational budget and resource constraints
 Identify principles and characteristics of advertising media, types of media
and advertising strategies
 Identify and explain key provisions of the relevant legislation, codes of
practice and national standards affecting business operations
 Identify and explain ethical principles relating to the advertising industry
 Define terms for describing media audiences.
Get the learners to work in pairs. They are to complete the advertising brief for
each other and represent the client. Give the learners an appropriate period of
time to choose and agree on products.
Provide learners with a set budget of $500,000.00 However, this amount may
vary according to on the segment of the market they are advertising to and its
size, whether they have a niche market, etc.
Ask each learner what their products are and make sure that partners do not
match too closely.
Learners will need to have access to the internet.
By completing the advertising brief, learners can identify with the role of the
client and obtain an opportunity to experience that aspect of the learning
process. If you find it easier, please complete the advertising brief and give the
learners a set product, etc.
Advertising brief.
Name of brand: Trendy

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Product: T-shirt
Product Description:
 What is your product/service?
Clothing
The Communication Task:
 The advertising campaign
Trendy, the new cool
Advertising /creative objectives
 What is your advertising try to achieve?
The advertising is trying to achieve a reach to greater mass than present
in the store.
 Awareness/Trial/Purchase?
Availability of offers on the purchase.
 A direct response? Increase market share or brand awareness
Increases market share.
Target market:
 Who is your product/service targeted to?
Age group of 18-40. Trendy is clothing brand creating fashion since2012.
 Geographic, psychographic? Demographic? Behaviouristic?
Geographic: An Australian brand, located in Sydney with 107 outlets all over the
country. Psychographic: Keen and interested in turning changes of Trendies.
Demographic: 35% Sydney, 14% Melbourne, 22% Perth, etc.
Behaviouristic: Welcoming in nature and adaptable in seasons.
Market and brand performance
 What is its market share? Is it performing well or not? Why? Why not?
The market share of Trendy is 20% currently, increasing up to 2% per annum.
Competition:
 Who are the competitors and what do they do? What is their market
share? Why?
Competitors: Levis, Zara, Adidas, etc.
They are all clothing brands.
Market Share:
Levis - 4.9 billion U.S Dollars annually
Zara- 641 billion U.S Dollars annually
Adidas- 19.29 billion Euros annually
Media/means of distribution:
 What media are you thinking of use? How is it effective to reach the
target audience
I am thinking of using social media to promote the brand product. The target
audience of trendy is people from age 18 to age 40.
What occurred? When? Where? Why? How much time was spent on it?
An idea occurred to create something just for youngsters. In 2010, Sydney.

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It took almost two years to turn up with enough strength, team heads,
production, cost, land, staff to begin sale.
Brand character:
 Why was your previous advertising (its attributes/characteristics)
Previously the advertising of the product was limited to pamphlets, window
shopping (online), and mouth publicity which helped in attract a decent amount
of public to stores.
Brand image
 What brand image do you desire?
A brand that just does not look appealing but needs to be acquired.
 How do you want people to feel about the product/brand?
I want people to believe that the product that they just bought is worth
every ounce spent on it.
 Should the image be sophisticated? Serious? Professional? Etc
The image of the product has to be enticing and engaging. Something that
looks absolutely appealing at a mere single glance.
What mood should be projected?
A content mood is to be projected once a customer has brought the product. It
should not feel like the consumer is stuck with it.
Positioning:
 What is the unique selling position? What are the key points of
difference?
Trendies are appealing and attractive in nature. The clothing, material
used in the product is absolutely something a customer would prefer to
hold onto. It is different from other competitive products in cost,
availability, and fashion-oriented audience.
 What are the benefits to the consumer?
A consumer is provided with comfort and satisfaction with the material used in
the product. The product is cheaper than brands available in the market. The
long-lasting nature of the product differentiates the product most from others.
Trend's keeps us with changes appearing in a fashion which keeps the customer
updated with latest trends.
Look/feel:
The tone? Manner? This needs to reflect your previous positioning i.e.
conservative, serious, dynamic and humorous
Light tone product with fine material that is easy to carry, wash, and easily bought
and available all over the country.
Research:
Do you have any insights relating to your product/service?
Trendies began with clothing for kids too, but once the target was set and the
market was analyzed it was realized that the company would be more benefitted
to begin working with youth requirements.
Legal/advertising code requirements:
There are requirements for some industries that need to be addressed,
including advertising industry codes. What are yours?

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Mandatories:
What logo do you use, how it is used, colors, positioning statements,
trademarks etc.
Trendies stand with a logo of a shooting star. Since witnessing a shooting star is
the rare occurrence, similarly, a brand like Trendy's is as rare. Colors are black and
white. Positioning right below on left shoulder, across the chest of about 2 cm.
Budget?
 Has a budget been set?
Yes
 What is it?
About
Timing:
When is the advertising going to happen? What are the timeframes to meet the
deadlines?
A week from today is the day trendies is going to appear in newspapers,
billboards, and social media. Occurring at least thrice a week in newspaper
columns, available on every 50km will be a billboard, and daily on various social
media platforms.
How measured?
How will you measure the results of your advertising? i.e. Sales
In percentage of product supplied to and with rising demand of various outlets of
the company.
Other Considerations:
Is there anything else that needs to be considered?
The feedback from the customer. The feedback from the customer is must in
order to grow and survive in the market. Reviewing and analyzing market time to
time to maintain the efficiency.

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Major Activity
Estimate
d Time
60 – 120 Minutes
Objective To provide you with an opportunity to demonstrate your knowledge of the entire unit.

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Activity This is a major activity – your trainer will let you know whether you will complete it
during class or in your own time.
Attach your completed answers to the workbook.
You must individually, answer the following questions in full to show your competency
of each element:
1. Define media requirements
2. Select media vehicles
3. Determine media schedule
4. Produce media plan
Individually or in pairs, complete the following and present it as a portfolio;
This is the start of the assessment process.
From the Advertising brief from the skills and knowledge activity, complete the
following questions and present them as a report/portfolio:
1. What is the name of your product?
Trendy (A cool fashion clothing)
2. Who is your target audience? List their characteristics.
Male and female between 18 to 40 years of age
3. Complete a consumer profile on your target audience. You may have to perform
research on your target audience for this question.
Trendy is clothing brand creating fashion since2012. It targets the middle-income and
high-income classes. So anyone who is between 18-40 years and lies in any of the two
mentioned class can purchase Trendy's apparels
4. Who are you media audience/s?
Age group of 18-40.
5. What do product market factors you feel will appeal to your target market for your
product?
The three main product- market factors that may appeal to our market are:-
1.) The scope and nature of the target market,
2.) The product’s cultural associations
3.) The competitive market structure

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6. Complete a Creative Brief for your product. Make sure that you include the creative
requirements within your brief.
Trendies are one of the fastest growing apparel companies and a global leader in jeans
for both men and women. The target population is of all people in the age group of 18-
40 years. With over some 500 stores, and our products are available in 110 countries
around the world, trendies have outraced the other clothing brand in the middle-east
and Asian countries.
Their values are:-
 Empathy
 Integrity
 Courage
 Originality
7. What are the media merchandising requirements within the advertising brief? How
will you address each?
Merchandising requirements consist of estimating demand, designing floor layout,
advertising and promoting merchandise, buying merchandise, planning inventories,
designing window dressings, pricing merchandise, supervising merchandising budgets,
creating displays and signage, and establishing external.
8. How will you confirm your media budget?
As our brand is young, the company has high hopes that its products are going to hit
the market. Let’s take this step-by-step:
 15% for creating brand awareness
 25% of customer education
 60% for driving traffic to e-commerce
9. What may legal and voluntary constraints impact on the decisions that you make?
Legal Constraints:
• Sale and Supply of Goods Act (1994)
• Consumer Protection from Unfair Trading Regulations (2008)
• Consumer Protection Act (1987)
• Consumer Rights Act (2015)
Voluntary Constraints:

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A research is needed for the following aspects:
 The role of the Advertising Standards Authority
 The CAP broadcast code
 The CAP non-broadcast code.
10. Choose appropriate media vehicle for your media vehicle within your budget. Why is
it important to consider past performance? –Use past performance as a way in which
to improve.
Television is our key media vehicle. By analyzing the television advertising campaigns
carried out on the target market in the past, an organization can establish the causal
relationship between the characteristics of the campaign and sales progression. Every
product manager knows the key factors behind the success of campaigns, and using
them in their future campaign can be really helpful for the organization.
11. Make recommendations on how you will test your media vehicles. Explain the
reasons for your recommendations.
Testing media vehicle on the basis of three factors:-
1. Reach
2. Frequency
3. Continuity
Choosing these recommendations are based on the optimization, cost-effectiveness,
past campaign results, etc.
12. Confirm the way in which your target market is reached using the media
requirements and media vehicles used.
Researching the target audience and coming up with a positioning statement can
serve the purpose.
13. Confirm that your media vehicles meet the creative, reach and frequency
requirements within the agreed upon budget.
Yes, they do meet the requirements
14. Confirm that the message and media vehicles operate within legal and ethical
requirements.
Yes, we confirm this.
15. Every advertiser is constrained in the media by their budget. For the optimum
utilization of money that is available, media scheduling needs to be performed. Once
you have determined who the target audience is, the media to use; reach, frequency

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and the message, you should prepare the media schedule.
Media Jan Feb Mar Apri
l
May June July Aug Se
p
Oct Nov Dec
T.V
Radio
Newspaper
Magazine
Sponsorship
Social
Media
Total Cost
($)
16. What should you have considered when you developed your media schedule?
Time of posting, releasing ad, relevancy and content engagement of target audience,
the effectiveness of past media vehicles used.
17. If you have not considered any of these in your media schedule, please go back and
do so now. How did you improve your media schedule? Why did you choose this
strategy?
No, improvement is needed from our side. We have compared it with the media
schedule of the top competitors of Trendy.
18. Pass the media schedule to your team partner. Is the schedule to their satisfaction? If
not, how can you improve upon it?
Yes, both of us together prepared the media schedule.
19. What continuous improvement method would you recommend for this project?
Why?
We would like to recommend PDCA method because it is more realistic and cyclic that
keeps on eliminating the redundant elements from a processor stage and always adjust
things after a rigorous evaluation.
20. You have completed your research. Now you need to complete a media plan to
present to your client.
Let’s do it step-by-step:
1. Forming Strategic Goals
2. Allocating Budgets
3. Planning the timelines
4. Establishing Message and Creative Assets

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5. Getting the Budget approved
6. Planning Media
7. Evaluating Media processes and systems
21. Your client has viewed the media plan and has asked that you explain the rationale
behind choosing the media vehicles that you chose. Explain, giving examples.
As already discussed in the above sections that the media advertising would be done
using T.V., and the reason for choosing it are many:-
 • It has the advantage of reaching a larger audience in a single exposure.
 • It is structured in such a way to reach out to selective audiences.
• It is the best way for products that aim to target a broad market
22. Your client made an inquiry about the pay per click and asked you to make a
recommendation about the option. They would be prepared to allocate a larger
budget based on your recommendations. Discuss and back your recommendations up
with examples of how Pay per click may or may not work for them.
Pay per Click Advertising: In PPC advertisement, ads are shown on different websites
including some partner websites and the advertisers pay for every visitor on cost per
click criterion
 Merits and recommendations for PPC:
• Payment is made only for clicks.
• Freedom of selecting the platforms where the ads will be run that leads to a better
chance to reach the market audience.
• Ads can be easily rendered or modified, instantaneously depending on the type of
results.
23. What measures do you recommend that you should use to measure the effectiveness
of the media plan?
1.) Social Media Metrics
2.) ROI