Assessment Criteria for BSBADV507: Develop a Media Plan

This document outlines the assessment criteria for BSBADV507, which covers developing a media plan. It includes elements for competency demonstration, foundation skills, assessment requirements, and assessment tool definition list.

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 for the unit, foundation skills, assessment requirements as well as an
assessment tool definition list and the crucial observation and third party check lists. 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 organisational products and services offered
 Identify organisational budget and resource constraints
 Identify principles and characteristics of advertising media, types of media and
advertising strategies
 Identify and explain key provisions of relevant legislation, codes of practice and
national standards affecting business operations
 Identify and explain ethical principles relating to advertising industry
 Define terms for describing media audiences.
Assessment Conditions:
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 within 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 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.
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
analyse product market factors to determine
reach and frequency requirements of
advertising media selected?
3. Define media requirements:
Did the learner demonstrate that they could
analyse creative requirements of 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
weigh up relative merits of identified media
Syed Saqib Hussain
Meenu Sharma
Dharna Vyas

P a g e | 8
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 fulfil
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 distribution of messages over
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 testing schedule for the media
plan and continually modify media plan in
accordance with results obtained?

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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 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 analyse product market factors to determine reach and
frequency requirements of advertising media selected?
3. Did the learner analyse creative requirements of 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 fulfil 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 distribution of messages over 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 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 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 in to 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
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:
The product to sell is Amazon Alexa, which is the unique product in its offering
and is one of the smartest products available in the market. The product which
got launched 6 months back has high utility and is a big competitor to Google
Home, I phone Siri.
What is the target market? What are the target audience’s characteristics?
The Target market for the Product is Australia.
Characteristic of the target audience is as follows:
 Male and Female above the age of 30
 Tech enthusiasts
 Young Couples
 Young couples with Kids.
 Working Professionals.
 Corporate employees and business organizations.
Profile the customer
 Behaviour –Hard core loyalists, high affinity for Technological products,
Tech enthusiasts.
 Demographic- Age over 30 years, Both Male and Female, Single
individual, families, old couple, new couples, Students, employees,
professional
 Geographical -, Major cities of Australia such as Sydney, Melbourne,
Canberra, Urban Population living in the cities, high density cities
 Psychographic-middle and upper class, struggler, achiever, explorer,
reformer and succeeder
What statistical information can you find about the market and where did you
find the information?
Geographical information is collected based on the areas such as states,
suburbs, cities and regions. The information on the consumer profile can be
found at Australia bureau of Statistics, www.abs.gov.au.
Demographic information can be found through Census 2016, the next census

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will come in 2022.
What key information should your message have? Where would you obtain this
information from?
As the product is based on latest technology, it will briefly deliver the message
on the basis of utility of the Product , such as:
 Alexa is always on.
 It is your smart personal assistant
 Can turn on the music for you, book an appointment, Internet of things,
order food for you and many such functions.
 Alexa listens to you all the time and helps you in making important
decision.
 The device can be easily turned off by tapping the Red button on the
top.
 9 microphones to listen to you even from a distance.
 The best digital smart assistant for the consumers at an affordable price.
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
1. Place message in appropriate
medium
Social media will appeal to the
millennial and the working class
population. Television and Print
for the family audience.
2. Represent the media audience
within media
Social Media- Young audience,
18-35 years, 35-50.
TV and Print-Family audience,
over 40 years of age
3. Include objects and activities
enjoyed by each profile
 Video on Youtube
showing how Alexa
works.
 Engaging post on Social
media 4 times a day to
engage the tech
audience.
 Contest on Social media

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on new utilities for Alexa.
 TV and Print-
Communicating the price
and discount offer for
early purchase.
 Blogs- Showing the utility
of the product.
 Twitter- Influence
marketing for promoting
the product.
4. Include topics and subjects that
will appeal to each profile
The topic can be:
 Book an appointment at
your favourite
restauraunt.
 Book movie ticket.
 Use Alexa as your
personal assistant.
 Play your favourite music,
genre and so on.
 Ask ALexa to inform you
on your appointment for
the day, week and
month.
5. Use themes or background music
appropriate for the genre of each
profile
House music-Family and Young
married couple audience.
Rock Music-Working
professionals, individuals.
6. Think of the comfort of each
audience which they can relate to
Family audience and working
professionals- Home/Apartment.
7. Make sure that you address the
correct attitudes appropriate for
each profile
Young working professional will
use Alexa to manage their day
and do help them in playing their
favorite music, movies making a

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call and other such things.
Family audience will use it for
their daily chores as an extension
to Internet of Things
8. Make sure that you appeal to the
desires of each profile.
Alexa is most definitely the
smartest personal Assistant,
positioned as the ultimate
efficient help for the target
audience.

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Activity 1B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to analyse 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?
ALexa is highly convenient and helpful as it keeps sitting at one place and listen
to its consumers with the use of microphone.
The product is highly differentiation as its only competitor is Goole Home, which
only uses 5 microphones and is not as effective as Alexa.
Amazon has established its market dominance by its earlier developed product,
Fire Stick. Alexa has ensured penetration in Developed markets such as USA and
Europe. The next are the emerging markets such as Asia and Australia.
What level of involvement would your customer have? Explain why you chose
this level of involvement.
Alexa will have high level of involvement with the customers. Due to its unique
utility in assisting an individual in their day to day tasks such as playing music,
booking appointment, planning their day and also talking to other smart
appliance which is connected via wireless technology.
What impact do you feel that the level of involvement will have on reach and
frequency of advertisement?
The product will have a very strong impact and Alexa as a product will be be
talked about in social and family gatherings. This will definitely impact the reach
of the product to millions of customers and the frequency of advertisement has to
be increased to make it a popular name in casual discussion.
For Example: ALexa, please tell order me my favourite sushi and play “Boulevard

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of Broken Dreams”.
Activity 1C
Estimated Time 15 Minutes
Objective To provide you with an opportunity to analyse creative requirements of
advertising message and determine media implications.
Activity What is the aim of a creative brief?
It helps in understanding the required of the client and what does he expects
from the advertising campaign. It helps in providing the aims and objectives of
the advertising campaign. TO summarize a client brief gives a clear idea of client
expectation from the advertising campaign.
What are the requirements of the creative brief?
 Advertisement showing the customer taking action to purchase the
product.
 Advertisement seen as a promotional activity.
 It has to be ensured that the ad does not interrupt the client viewing time,
it has to be engaging enough to take the attention of the customers.
Choose three creative requirements and explain them in your own words. Give

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an example of a time when you would use each?
Usage of uncluttered medium-Using email and television as media source. Email
can be used during the afternoon hours and Television during the evenings post
8 .
Color-Yellow color to be used as it demonstrates energy, optimism and joy in
the advertising campaign.
Bill board advertising- To be used through out the city on major flyover, near
malls and shopping centres.

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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?
 Merchandising is the media and the advertising used to promote and
sustain the product which a client wants to sell. It is important that
media goals are achieved by using the right kind of media.
 Hence, based on the advertising brief the media merchandising
requirement has to be mapped for the optimum utilization of media
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.
 I am using Mac Book Air as the Product
Broadcast Media- Including television
Internet Advertising- Web based advertising
Narrowcasting-Aimed at specific targeting.
Complete a media evaluation of the three types of media vehicles and choose
one media as your primary media? Make sure you clearly explain why you chose
that media.

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Television (Broadcasting Media)- This media vehicle is used to target the mass
audience, predominantly the family audience. Television is still a popular media in
most of the parts of Australia and it helps in spreading good brand and product
awareness
Social Media Marketing-Social media marketing has gained dominance in the last
decade. Due to the growing internet penetration across the globe and the rise of
millennial generation, social media becomes a important tool in the hands of
marketers.
Google Ad words- Google is the biggest search engine in the world. It helps in
showing the ad according to the key word written in the search bar of Google
search engine. It helps in catering to the entire internet audience and is extremely
effective tool

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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?
 Stage of the life cycle the product is in presently.
 Existing market share of the brand.
 Number of competitors in the market.
 Frequency of the advertisement.
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?
Australian community and media authority keeps a strong regulation for the
content to be shown on children’s programme and it has to be in resonance with the
content for the children. In view of ACMA it is considered as unethical as children
don’t have to do anything with adult makeup

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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.
 Television- it has a higher impact than any other medium on the
consumers and it appeal more to the consumers.
 Radio- It helps in bringing the product and services in front of the
consumers and helps in building brand awareness.
 Internet Advertising- Internet advertising is used to cater to the mass
audience as well as highly targeted audience.
 Billboard/Hoarding- It helps in building top of the mind brand recall for
the consumers and also helps in building a brand awareness by sticking
in the minds of the consumers.
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.
Absolutely, it is extremely important to see the changing trends in how different
media vehicles have been behaving, as it calls for change in the strategy of using
the media channels.
For example, if TV is becoming less popular ad people are opting out of it then TV
has to be removed from the strategy.
If SOCIAL media advertising is in vogue, and giving a good return on Investment
that more efforts and spend has to be on social media.

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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?
 Testing the media vehicle helps in understanding the return expected
out of the media vehicle and thus appropriate media vehicle can be
used.
 It also helps in determining the overall strength of the advertising
campaign.
What should you remember when you pre-test advertising?
Pre-test advertising is usually done during the development process and helps in
beta testing of the campaign. The best part is that it helps in identifying the
strength and weakness of the campaign and accordingly minimizes the
weakness of the campaign by evaluating the results.
Choose two types of pre-tests. Briefly explain what they do. Using your
explanation, discuss which is one you feel is more reliable. Why?
Trailer Test- It is one of the effective pre advertising test technique. In this
coupons are given to group of customers. One group is shown the
advertisement and the other group is not. If the group, to whom the
advertisement is shown, buys more products then the advertisement is highly
effective.
Telecast Test-In this testing technique, test ad is shown to the viewers in actual
program, and their feedback is taken. Based on the feedback received the ad is
modified and actual test is shown to the consumers.

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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 fulfil 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 Social Media The target audience is
mostly on social
media channels.
Colgate Toothpaste TV The decision maker
for buying of
toothpaste is the
females, thus
television is the right
medium for them
Fructus Shampoo Social media & TV The product is
targeted not only to
the millennial but also
to the family
audience.
Computer Internet advertising People buying
computer devices use
internet to search the
best computer device
available in the
market. Thus it makes
sense to market the
product on internet.
Choose one of the target markets above. You find that customer attrition for the
product has occurred. What should you do?
For example if teen make up is not selling and the target market is the teen
agers. It means that there is definitely something wrong with the product
positioning and the media vehicle.
Thus, in order to improve the situation, the timing of the advertising campaign
has to be changes and the ad has to be modified to give more targeted
information to the target audience.

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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?
This clearly shows that CPM or the number of impression of the ad shown to the
consumers is less. Thus the only option available is to deliver more impression
and increase the reach of the campaign.
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?
GRP is also called as the Gross Rating Points. It is used to measure the size of the
audience reached by a specific media vehicle.It is basically a formulae for
establishing a relationship between the reach, frequency and the rating point.
The formulae goes as:
R*F=GRP
Using the Ostrow Model of Effective Frequency, explain the level of frequency
for the new $500.00 suit you buy every six months.
A new suit every six month means it is a high frequency buying product, thus
the frequency is +2 in this case in accordance to the Ostrow model.
Do you believe that you can reach customers at 100%?

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It is possible but it can’t be said with utmost surety. Gaps in advertising reduces
the effectiveness of the reach of the campaign
In reaching customers to create awareness, it is important that you make sure
that one of three points exists. What are the three points?
 Run advertisement over a longer period of time on a continuous basis.
 Level of frequency of the advertisement
 Media channel has to be consistent.
Creative ads have three elements. Briefly explain each element and give an
example of products you are personally have had experience with.
 Connectedness-It ensures that advertisement must reflect the level of
empathy which makes customers to buy the product. For example, I
built a strong connect with Nokia’s smartphone, the ad demonstrated
that Bothie camera solved my camera issues
 Appropriateness-Appropriateness evaluates the level of creativity used
in the advertisement and positioning for the brand. It has to be ensured
that single type of message is sent to the audience. I believe that Coca –
Cola is one company which ensures appropriateness in its advertising
campaign
 Novelty-These are the ads which surprise the consumers by the
uniqueness and freshness of the advertisement. I am always awestruck
by ads of Sprite, it always has high elements of uniqueness and
freshness.

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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?
One has to be aware of the code of practices of the Australia which can impact
the media vehicle.
 Advertising federation of Australia-Provide list of advertising codes and
practices.
 Australian communication and Media authority
 Australian competition and consumer commission.
 Free TV Australia-It represents all of Australia’s free to air TV licenses
and gathers consumer’s feedback.
Do you think that Anti-discrimination law is an issue in advertising? Research
how?
Anti-Discrimination law is an issue in advertising as it impacts the consumers
across the globe. For example if Black People are shown in a bad or poor light, it is
ethically wrong, also there are strong chances that the campaign will suffer major
flak due to the discrimination.
What is ethics in advertising?
ACMA is the regulatory code which ensures that advertisement is legal, honest,
decent and truthful. Some of the areas which code of ethics include are:
 Advertising to children.
 Community standards determined by the advertising standards all the
time.
 Ensure that the advertisement is not misleading and deceptive in any
manner.
Other codes include:
 Alcohol beverage code

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 Therapeuticgoods advertisisng code.
 Weight management industry code of practice
 ASTRA code of practice.

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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 Coca Cola, Amazon
Pre-launch advertising Alexa. Google Home
Pre-sales advertising Google home
Seasonal advertising Frooti, Fresh Juices, cola drinks
Continuous advertising-It is the advertising which is done evenly throughout the
year as the products are sold throughout the year. For example smartphone
companies show their ad round the year.
Pre-Launch Advertising- It allows for the people to know what the company is ,
what it is offering and it gives a pre hand knowledge about the product to be
launched in the market. Example include Events, sponsorship and so on.
Pre-Sales advertising-This helps in generating the lead of contact who might be
interested in the prodcuts, it helps in creating a buzz before the product is actually
produced.
Seasonal advertising- This is done when the product has seasonal appeal and does
not have product viability and availability round the year.

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Activity 3B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to determine distribution of messages over
duration of schedule to meet requirements of the advertising brief
Activity Choose a product and answer the following for the product:
 Name of product- Mac AIR 2
 The nature of the product – It is a computer device, Apple products are
sold out as soon as they are rolled out in the market. However the
product are available and have high demand throughout the year
 The nature of the target audience-The target audience is ranging from
18-45, mostly millennials who are working professional and tech
enthusiasts.
 Stage of product life cycle –The product is new in the market, hence it is
the introduction stage.
 Competitors scheduling –HP, Lenovo, Dell and Microsoft are coming up
with their product offering at the same time when Apple is launching its
product.
 Advertising budget –Total of 10,00,000 AUD is given to the campaign.
 Government legislation –Advertising federation of Australia, Australian
communication and media authority, Australian communication and
media authority, Australian performing right association.

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Based on the message and the information completed above, explain which
media option you would use to advertise the product.
The best available media option is usage of digital marketing and social media
marketing.
Social media marketing will help in targeting the content at the tech audience
and the millennial who is the large part of the target audience of the product.
In the similar manner, based on the consumers online behaviour specific
content can be pushed to the consumers in the website they visit more often.
Activity 3C
Estimated 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
Duration of the Media plan will be for 6 months- 2 months pre launch, 2 months
pre sales and 2 month when the product is in the market.
The frequency of event will be 4.
It is a continuous operation.
What is the placement of an advertisement?
The advertisements will be shown in 4 slot: 8-10 AM, 2-4 PM, 8-10 PM and 11-1
AM .The time slots are picked in resonance to the target audience which is the
tech enthusiasts and business professionals.

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What is the size/length of advertisements?
Apple also focuses on showing the new features and does not wants to waste
the time of the consumers. Moreover, on Social media long advertisements do
not have a higher rate of conversion, thus the ideal length of the advertisement
is 45 seconds.
Activity 3D
Estimated 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?
As explained earlier, the time slot for the ad will be :
8-10 AM
2-4 PM
8-10 PM
11-1 AM
The ad will be shown in continuity and is targeted at the millennials and tech
enthusiasts

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Publication Jan Feb March April May June Total
Tech
Magazine
5000 3000 2000 10,000
Social
Media
4000 4000 4000 4000 2000 2000 20,000
Affiliate
marketing
Commissio
n of the
product
(2%)
IMpressions 8000 7000 6000 5000 5000 5000 36,000

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Activity 3E
Estimated Time 15 Minutes
Objective To provide you with an opportunity to determine 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.
PDCA cycle-It is used to testing the schedule by using Plan-Do-Check-Act cycles.
Plan-During the testing process it is important which media vehicle has to be used
depending upon the frequency and reach of the vehicle. This data helps in
measuring the impact of the testing schedule, based on which the Mac Air 2 media
vehicle and its scheduling can be changed.
Do-DO can be understood as the corrective action, it ensures the impact of the
advertisement after changing the media vehicle or the plan. It helps in doing less
damage.
Check-This is the process of checking the test audience result and their analysis
after the change.
Act-This is to be done when the changes imposed have not been working, then
again the cycle has to be implemented.

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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:
A media plan is crated after the communication objectives and goals are
created. The following is a must and should for the media pan:
 Target audience
 Selection of appropriate media channels
 Determining the advertising platform with USP
 Finding the media reach
 A list of media vehicle
 Format of advertisement
 Cost of space and the time duration
 Budget for the advertisement
 Dates of the campaign
Media
Channel
Allocation Description Rationale Target CPM
Local TV 300,000 Increase
awareness
in family
audience
Still a
popular
media
channel for
brand
awareness
4
impression
a day
Radio 100,000 Increasing
awareness
and top of
mind recall
Useful for
people on
the go
50 times in
a day
Print 200,000 Increasing
product
and brand
awareness
Very popular
for business
professionals
4 print ad
every
month
Digital
Media
On
commission
Sales of
the
product
Affiliate
marketing
helps in
better ROI
100,000
Impressions
to be
delivered
Social
Media
Marketing
500,000 Creating
awareness
,
generating
internet,
creating
desire and
Great tool
for the
target
audience of
the product
which is the
millennial
500,000
impression
on Social
media
channels

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finally
action to
call for the
product
All figures in Dollars
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.
Television- Television is still one of the hugely popular media for advertisers. It
not only helps in reaching a good audience, it is extremely great platform for

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generating emotions in people which result in product purchase. Overall a great
platform to build connection with the target audience.
Radio- A large number of population commute via metro or cab, these people
mostly listens to radio. Thus radio helps in targeting people on the go. It also
helps in ensuring connectedness from the TV advertisement.
Digital Media-Online audience go through a variety of web pages to consume
information and make their decision in purchasing a product. Apple here can
leverage the platform to target the consumer on their online behaviour and
make them interested in the product offering
Social Media- Millennial is the target audience for the company’s product. Social
media platforms ensure 2 way communications which can help in understanding
the customer feedback on the product and their taste and preferences. Thus,
due to their great engagement and conversation platform it is highly
recommended.
Print-Print is used to measure the reach and show the strength of the company.
A full page jacket ad is sufficient to grab the eyeballs of the consumers.
You have been asked to recommend media vehicles for a new promotion. Find
the following .
New Media vehicles can be:
 Event & Sponsorship
 Blogs
 Usage of AR and VI
 Billboard and Hoarding
Which media vehicles would you choose and why?

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 Event and Sponsorship- It helps in targeting a specific audience which is
interested in the event and ensures a wider reach, which otherwise is
impossible to achieve.
 Blogs- Apple has strong brand loyalist who are primarily tech
enthusiasts. The company can create strong content for its loyal
audience and update them on the product features and specification .It
would also help in creating a positive word of mouth.
 Billboard and Hoardings- Billboard are an excellent media vehicle for
targeting the city audience. People on the go and look up at the
billboard and engage with the company’s offering.

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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.
Budget allocation is essential for the ongoing success of the organization;
it is usually set up for duration of month, quarter, 6 months and an year. It
is the onus of the marketers to use the budget in such a way to ensure a
good Return on Investment.
One of the best budget allocation methods is Pay per click.
Pay per click in the simplest of terms can be understood as what the
advertisers are ready to pay if someone clicks on the link. It is also called
as paid search and search engine marketing. It is an auction platform and
advertisers have to place their bids to place their ads on the result page of
the search engine. It is normally observed that higher is the bid of the
advertiser, the better they are positioned in the search results.
Thus, in case of Mac Air 2, the aim is to increase the awareness of the
product, hence whenever they are looking for a laptop, or searching for a
good laptop, Mac Air will appear on top, thus helping the company to
create a top of the mind recall and push them to buy the product by
clicking on the link.

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Activity 4D
Estimated Time 15 Minutes
Objective To provide you with an opportunity to identify anticipated impact of advertising
and measures to assess its effectiveness in the media plan
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.
CPM-Also called as Cost per million. This metric is useful for Mac Air 2, the purpose
is to show impression to the consumers, and CPM is effective as one has to pay
only for the number of times the ad is shown to the consumers.
Cost Per acquisition-This is used in the case when the marketing is pushing and the
media owners are willing to shell improve their offering. It is calculated by finding
the cost to get the lead and finally the cost in conversion of lead to induce a
purchase of the product. It is extremely effective for high tech product Mac Air 2
Cost per Click- Also abbreviated as CPC, It is the highest amount the advertiser is
willing to pay for a click. Advertisers usually go for this metric when they are
looking for high conversion rates.
Cost per call- Advertisers are these days using this metric to verify the genuinely of
lead and save their money. In this, the advertiser for each call he receives at the
call centre by clicking on the company’s link.

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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 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 organisational products and services offered
 Identify organisational budget and resource constraints
 Identify principles and characteristics of advertising media, types of media
and advertising strategies
 Identify and explain key provisions of relevant legislation, codes of
practice and national standards affecting business operations
 Identify and explain ethical principles relating to advertising industry
 Define terms for describing media audiences.
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 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:

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Product:
Product Description:
 What is your product/service?
The Communication Task:
 The advertising campaign
Advertising / creative objectives
 What is your advertising try to achieve?
 Awareness/Trial/Purchase?
 A direct response? Increase market share or brand awareness
Target market:
 Who is your product/service targeted to?
 Geographic, psychographic? Demographic? Behaviouristic?
Market and brand performance
 What is its market share? Is it performing well or not? Why? Why not?
Competition:
 Who are the competitors and what do they do? What is their market
share? Why?
Media/means of distribution:
 What media are you thinking of use? How is it effectively to reach the
target audience
What occurred? When? Where? Why? How much time was spent on it?
Brand character:
 Why was your previous advertising (its attributes/characteristics)
Brand image
 What brand image do you desire?
 How do you want people to feel about the product/brand?
 Should the image be sophisticated? Serious? Professional? Etc
What mood should be projected?
Positioning:
 What is the unique selling position? What are the key points of
difference?
 What are the benefits to the consumer?
Look/feel:
The tone? Manner? This needs to reflect your previous positioning i.e.
conservative, serious, dynamic and humorous
Research:
Do you have any insights relating to your product/service?

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Legal/advertising code requirements:
There are requirements by some industries that need to be addressed, including
advertising industry codes. What are yours?
Mandatories:
What logo do you use, how it is used, colours, positioning statements,
trademarks etc.
Budget?
 Has a budget been set?
 What is it?
Timing:
When is the advertising going to happen? What are the timeframes to meet the
deadlines?
How measured?
How will you measure the results of your advertising? i.e. Sales
Other Considerations:
Is there anything else that needs to be considered?

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Major Activity
Estimated Time 60 – 120 Minutes
Objective To provide you with an opportunity to demonstrate your knowledge of the
entire unit.
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?
2. Who is your target audience? List their characteristics.
3. Complete a consumer profile on your target audience. You may have to
perform research on your target audience for this question.
4. Who is you media audience/s?
5. What product market factors do you feel will appeal to your target market for
your product?
6. Complete a Creative Brief for you product. Make sure that you include the
creative requirements within your brief.
7. What are the media merchandising requirements within the advertising brief?
How will you address each?
8. How will you confirm your media budget?
9. What legal and voluntary constraints may impact on the decisions that you
make?
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.
11. Make recommendations on how you will test your media vehicles. Explain the

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reasons for your recommendations.
12. Confirm the way in which your target market is reached using the media
requirements and media vehicles used.
13. Confirm that your media vehicles meet the creative, reach and frequency
requirements within the agreed upon budget.
14. Confirm that the message and media vehicles operate within legal and ethical
requirements.
15. Every advertiser is constrained in the media by their budget. For the optimum
utilisation 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 and the message, you should prepare the media
schedule.
16. What should you have considered when you developed your media schedule?
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?
18. Pass the media schedule to your team partner. Is the schedule to their
satisfaction? If not, how can you improve upon it?
19. Consider the forms of schedules and match it with the type of schedule
outlining why you would need to do so. Make sure that you consider the
schedule and the reason why matching it is important.
20. What continuous improvement method would you recommend for this
project? Why?
21. You have completed your research. Now you need to complete a media plan
to present to your client.
22. 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.
23. Your client made an enquiry 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.
24. What measures do you recommend that you should use to measure the
effectiveness of the media plan?