BSBADV507 Develop a Media Plan Learner Workbook

This document provides the foundation for becoming competent in BSBADV507 Develop a Media Plan. It includes assessment criteria, foundation skills, assessment requirements, and an assessment tool definition list. The learner must complete all workbook activities, case studies, and major activities to become competent within this unit. The assessment must be conducted in a safe environment with access to relevant legislation, codes of practice, industry software, office equipment, and business technology. The learner must demonstrate the ability to define media requirements, select media vehicles, determine media schedule, and produce a media plan.

Name : ZIA-UD-DIN
BSBADV507
Develop a Media Plan
Learner Workbook

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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
 Identifies, analyses and evaluates complex texts to determine requirements of
advertising brief, and legislative, regulatory and business requirements

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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 ZIA-UD-DIN
Assessor or Observer’s Name
Unit of Competence
(Code and Title)
Date of Assessment
Location
Demonstration Tasks
Materials and Equipment
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
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?

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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?
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

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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 ZIA-UD-DIN
Assessor/Observer’s
Signature

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Support Questions for observation checklist
Candidate’s Name ZIA-UD-DIN
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 ZIA-UD-DIN
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 ZIA-UD-DIN
Assessor or Observer’s Name
Unit of Competence
(Code and Title)
BSBADV507, DEVELOP MEDIA PLAN
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?
13. Did the learner create a media schedule to satisfy advertiser?
14. Did the learner develop alternative media schedules for advertiser within

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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 ZIA-UD-DIN
Assessor/Observer’s
Signature

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Third Party Evidence
Confidential Information
Name of Candidate: ZIA-UD-DIN
RTO:
Unit(s) of Competence: BSBADV507
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 thisYes 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:

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Perform tasks to the industry standards? Yes No
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.................................................................................................................................2
Candidate Details.................................................................................................................................3
Assessment – BSBADV507: Develop a media plan......................................................................3
Competency Record to be completed by Assessor.........................................................................4
Observation/Demonstration................................................................................................................5
Activities...............................................................................................................................................6
Activity 1A....................................................................................................................................6
Activity 1B....................................................................................................................................9
Activity 1C..................................................................................................................................10
Activity 1D..................................................................................................................................11
Activity 1E..................................................................................................................................12
Activity 2A..................................................................................................................................13
Activity 2B..................................................................................................................................14
Activity 2C..................................................................................................................................15
Activity 2D..................................................................................................................................16
Activity 2E..................................................................................................................................17
Activity 3A..................................................................................................................................18
Activity 3B..................................................................................................................................19
Activity 3C..................................................................................................................................20
Activity 3D..................................................................................................................................21
Activity 3E..................................................................................................................................22
Activity 4A..................................................................................................................................23
Activity 4B..................................................................................................................................24
Activity 4C..................................................................................................................................25
Activity 4D..................................................................................................................................26
Skills and Knowledge Activity....................................................................................................27
Major Activity.............................................................................................................................30

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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: ZIA-UD-DIN ________________________________________
Address: 5 HART CLOSE PALMERSTON ACT 2913 _________
_____________________________________________________________
Email: [e-mail]________________________________________
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: ZIA-UD-DIN _____________________________________________
Date: ____________________________________________________________
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: _______________________________________________________
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.
Activities

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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.
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 that is going to be sold in the market is Nutrisoda. It contains
high amounts of vitamins and minerals that provide high nutritional value.
The drink is available in various flavours including Mandarin, Tangerine,
orange, lime, etc. combined with soda that provides a great taste and health
benefits too (Cheek, Ferguson and Tanner 2013).
What is the target market?What are the target audience’s
characteristics?
The product mainly contains zero sugar, zero aspartame and zero to ten
calories, which make it a suitable choice for the sports persons and athletes.
The health conscious customers who want good beverage item with nutrient
enhanced soda to stay energetic and at the same time gain some health
benefits also prefer it. Nutrisoda, being a sugar free and carbonated soft
drink has attracted demographic groups like young adults, teenagers and
matured men as well (Strasburger et al. 2013).
Profile the customer
Due to its low-level sugar components and calories, the people suffering
from diabetes and obesity can also consume the drink, which can burn down
fat and even allow them to obtain the nutritional benefits. The sports
persons and athletes need energy to carry out their work activities and so
Nutrisoda has been preferred by many of them because of the presence of
contents including herbal extracts, vitamins, nutrients and fruit juices
(Stelzner 2014).
What statistical information can you find about the market and where
did you find the information?

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The energy drink has created a good position in the beverage market and
thus the individuals mostly aged between 18 and 34 consume the drinks at
morning, afternoon and night. As it is an energy drink, the volume for
growth is 32 percent, 46 CAGR. The company is expected to gain a market
share of more than 40 percent, because of its high nutritional value along
with zero sugar, zero calories and fruit juices that improve the health and
energy of individuals (Armstrong et al. 2015).
What key information should your message have?Where would you
obtain this information from?
The information should be obtained from the back of the bottles and cans
where the ingredients and content were demonstrated. The message must
include key information about the nutrient content and a unique tagline
should be provided as well like “Get freshen up and energized with the new
Nutrisoda”.
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
Get freshen and energized with
the new Nutrisoda
2. Represent the media audience
within media
Media channels could be
televisions, newspapers and
internet websites too
3. Include objects and activities
enjoyed by each profile
There are few objects and
activities that do not fall in the
comfort zone of the customers.
It is important to manage these
objects properly and ensure
that the product is advertised
considering the local culture
and needs of people so that
they can enjoy it (Boykoff
2013).
4. Include topics and subjects Energy for sportsmen and

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that will appeal to each profile athletes along with high
nutritional value are the things
that may attract the different
profiles of customers
5. Use themes or background
music appropriate for the
genre of each profile
Rock music and soothing
melody could be appropriate
for promoting the products in
different profiles (Tuten and
Solomon 2017).
6. Think of the comfort of each
audience which they can relate
to
The comfort level for the
product is good, because the
energy drink represents
freshness and energy, which
makes people motivated
towards healthy consumption
habits and lifestyle choices too.
7. Make sure that you address
the correct attitudes
appropriate for each profile
The advertisements should
include proper information
about the product and must not
contain any discriminatory
messages that might harm the
consumers’ mindsets.
8. Make sure that you appeal to
the desires of each profile.
The desires and preferences of
customers in different
segments are appealed by
presenting the product related
benefits and showing how it
can make them lead a healthy
life in the future (Chaffey
2016).

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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?
Yes, the product is convenient and has been differentiated in the market so
that the customers can find it easy to purchase it rather than purchasing
some other similar kind of beverage item. The products are established
properly to ensure that the customers can easily access it. As it is a new
product, so it will take some time to be established and this can help in
entering new market segments and generate more revenue in business
(Wimmer and Dominick 2013).
What level of involvement would your customer have? Explain why you
chose this level of involvement.
The higher the involvement, the higher will be the purchasing decisions
made by the customers. The level of involvement will be higher when the
product will be properly advertised and promoted to increase awareness
among the customers (Ryan 2015).
What impact do you feel that the level of involvement will have on
reach and frequency of advertisement?
The advertisements on televisions, newspapers and radios about the new

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product can increase the level of reach to the customers and influence their
buying behaviours. The frequency of advertisements needs to be higher to
ensure that the product related messages reach the customers and their
buying behaviours are influenced (Howard and Mathews 2013).
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?
The creative messages and briefs are posted for ensuring that the
information strikes the minds of clients and influence their buying
behaviours. The creative brief can consist of words, pictures, illustrations or
even a video representing the production costs and product benefits can
arouse interest among the customers and influence their buying behaviours.
What are the requirements of the creative brief?
Description of the brand or company, main messages to be delivered
regarding the benefits of the product, objectives that are to be achieved and
maintaining a colourful and unique presentation of the advertisement brief
(Riff, Lacy and Fico 2014).

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Choose three creative requirements and explain them in your own
words. Give an example of a time when you would use each?
Description of the company or brand- It can be used when the new product
will be launched in the market so that the product visibility is enhanced.
Messages to be delivered- The messages and information must be delivered
while showing the advertisement to make customers hooked on and
influenced.

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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?
While the media merchandising enables developing the brand and for
attracting the customers, the advertising brief can make people aware of the
products and its features, furthermore spread brand awareness and influence
their buying behaviours (Scott 2015). The advertising enables distribution
of messages and information by using a mass medium while the media
merchandising enables optimising the experiences of customers through
management if product displays, product interaction and supplying.
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.
The media requirements include social media platforms like facebook,
twitter or instagram. The standard online advertising formats include banner
ads or in the form of video or audio. Search engine marketing is another
media requirement while the email usage can also be useful for managing
the advertisements (Berger 2018).
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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The different types of media vehicles are television, radios, magazines and
internet. The most suitable media vehicle used as primary media is the
television. The television is considered as an effective media vehicle
because the product when advertised on televisions can attract more
customers and influence their buying behaviours. It is easy to form a large
customer base and can grab the attention of people quite easily (Ulin 2013).

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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?
While allocating the budget, it is important to consider the legal and
voluntary constraints and determine the feasibility for ensuring that the
media plan is successful. Making expenditures is necessary, but allocating
the budget is important to make sure that no money is wasted and the
expenses made can bring positive outcomes.
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?
It is not considered ethical as the adult makeup commercial on the children’s
television can create negative mindset among them. It can also violate the
statutory rules and regulations and create some bad image and must not be
included the children’s television (Bandyopadhyay 2016).

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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.
Few of the media vehicle alternatives could be the transit, direct mail, SMS
and blogs. Direct mails are sent where the clients can get the link for the
new product launched by the company and obtain relevant information
about it. The SMSs are sent in bulk and many people to increase the
awareness among the clients whereas the blogs can present information in
the form of news about the new product provided (Endres 2013).
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.
The past media performances were not much effective like nowadays. With
the advancement in technology and communication, the companies have
adopted new media vehicles for ensuring that the clients get the right
information and messages. The change in trends nowadays could also assist
in enhancing the viability of the media vehicle, furthermore bring
organisational change and enhance the media performance largely
(McCombs 2014).

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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?
There are different kinds of media vehicles and thus selecting the most
suitable media vehicle such as the televisions is essential, The testing of the
media vehicle will determine whether the advertisements deliver the right
messages and information about the product to its customers or not
(Danaher and Dagger 2013).
What should you remember when you pre-test advertising?
The pre-teasing should be done by comparing it with the concept media
class and then checking its benefits and drawbacks that might be obtained. It
must be checked during the pre-test advertising whether the reinforcement
of messages that were delivered through broader mass media or not. The
pre-testing advertising could also help in facilitating the messages’ delivery
and ensure that the right messages were delivered to the individuals
considering their needs and preferences. Pre-testing allows for brand
linkage, motivation and communication by breaking down the messages and
information in the advertisement (Jenkins, Ford and Green 2018). It can
improve the performance of ad through the identification of weak areas and
then edit the 60s to 30s for determining the area from where the image
could be used in an integrated campaign’s print ad.
Choose two types of pre-tests.Briefly explain what they do.Using your
explanation, discuss which is one you feel is more reliable. Why?
Sales experiment and Direct mail tests are the two pre-testing procedures.
The direct mail tests are more suitable because the responses of individuals
are selected randomly and then tests are conducted to check the positive and
negative responses. If the positives are higher, then the commercial
advertisement is managed both locally and globally in televisions,
newspapers, internet, etc (Kelly 2014).

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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 Magazines,
televisions
It can easily grab the
attention of clients
and thus is
convenient to target
the various market
segments
Colgate Toothpaste Televisions and
newspapers
The toothpaste,
being a popular item
used by people
everyday could be
promoted in
televisions and
newspapers to
influence the
customers’ mindsets
(Fill, Hughes and
De Francesco 2013)
Fructus Shampoo Televisions Shampoo other
beauty products
advertised on
televisions easily
attract individuals
Computer Internet websites,
blogs, etc.
The computer
systems are available
both offline and
online and thus
customers often can
go through the
commercial ads
appearing on
different websites.

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By clicking on the
ads they would be
directed to the
website from where
the products could
be purchased
(Moriarty et al.
2014).
Choose one of the target markets above. You find that customer
attrition for the product has occurred. What should you do?
One of the target markets is the teen makeup where the customer attrition
has occurred. One of the major causes could be the ignorance of their needs
and requirements. It is important to deliver what has been promised by
showing the right messages and information to the clients.
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?
The successful marketing and design strategies can create uniqueness of
advertisements and bring innovation to grab the attention of customers. By
influencing their mindsets, the total number of people watching the
advertisement will increase along with more revenue generation
(Jugenheimer, Sheehan and Kelley 2015).

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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?
The Gross Rating Point or GRP is the measurement in advertising that
determines the impacts of advertising. It helps in evaluating the percentage
of the target market that has been reached by the exposure frequency.
If the advertisement reaches 30 percent of the target audience and there are
4 exposures, then the GRP would be 120 (Parente and Strausbaugh-
Hutchinson 2014).
Using the Ostrow Model of Effective Frequency, explain the level of
frequency for the new $500.00 suit you buy every six months.
The level of frequency is normal and it shows that the advertisements are
quite popular among the customers and it has reached multiple market
segments quite easily.
Do you believe that you can reach customers at 100%?
Yes, it can reach customers at 100 percent
In reaching customers to create awareness, it is important that you
make sure that one of three points exists.What are the three points?
 Right messages to be delivered to the right market segments
comprising of the customers
 Involvement of social media nowadays is key element to reaching
the customers
 Considering the needs and preferences of the customers is vital
Creative ads have three elements.Briefly explain each element and give
an example of products you are personally have had experience with.
Homepage slides, specials and banners are the three most important
components of a creative ad. One example could be the Red Bull, which has
a tagline “Redbull gives you wings”. The advertisement shows a person

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gaining energy and freshness by consuming the energy drink. The popular
comic book character Ironman represents energy usage and it has been
linked with the advertisement of Redbull (Ward 2016).
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?
It is important to consider that the right messages are delivered, because if
wrong information is delivered then it can create negative mindset among
the individuals and de-motivate them to make purchases from the company.
The steps for implementing the right telemarketing campaign are:
 Identification of database consisting of the target market
information, revenue generated, employees and branch type facilities

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available
 Developing a script
 Mnaging role play
 Start calling
 Follow up of requirements
 Measurement and analysis
Do you think that Anti-discrimination law is an issue in advertising?
Research how?
The Anti-discrimination laws are implemented to ensure that
The commercial ad complies with the employment and anti-discrimination
laws. It will ensure that the views and opinions of clients are not harmed,
which can violate the laws, rules and regulations (Ghadimi et al. 2013).
What is ethics in advertising?
The maintenance of values and ethics in advertising means following a well
defined set of policies and principles for controlling the ways of
communication between the seller and purchasers. The ethics in
advertisements are related to the purpose of advertising and nature of the
advertisements on different types of media channels.

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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

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Activity Give an example of when you are timing each product based on the
following advertising.
Timing Product
Continuous advertising 1st June
Pre-launch advertising 7th June
Pre-sales advertising 15th June
Seasonal advertising 10th July

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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
Nutrisoda
 The nature of the product
It is a energy drink consisting of vital nutrients, minerals and fruit juices
 The nature of the target audience
The target audiences are the young adults, sports persons and athletes.
 Stage of product life cycle
Introduction- The product is introduced in the market
Growth- It is slowly growing and entering different market segments
Maturity- It has been popular among the customers and has reached the
maturity level
Decline- Decline of sales and need for innovation to regain customers’
attention (Andrews and Shimp 2017)
 Competitors scheduling

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 Advertising budget
 Government legislation
Anti-discrimination laws, Labelling and Advertising act, Clears Air Act
Amendments, etc.
Based on the message and the information completed above, explain
which media option you would use to advertise the product.

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The most suitable media option could be the televisions and internet
websites. Both these media options could spread brand messages easily and
reach mass audience group.
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
What is the placement of an advertisement?
The placement of advertisements means the ways by which the commercial
ads are promote to raise interest among the clients. The mail products and
homepages are considered as effective areas, which can allow the
commercial ads to reach the audience. Few of the homepages are AOL,
Yahoo, Google, MSN and HuffPost (O'guinn et al. 2014).

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What is the size/length of advertisements?
The size or length of the advertisements is the duration for which the
advertisement will be shown on television or internet websites. In case of
advertisements on newspapers, magazines, the length of the advertisements
should be managed in such a manner so that it suits the layout and design of
the area where it had been posted.
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?
The scheduling is targeted at managing the expenses incurred while
promoting the advertisement on different media channels.

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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.
The PDCA or plan–do–check–act is a four step management method that
enables continuous improvement of advertising processes and even
controlling the life cycle of the product. The plan stage enables assessing
the current processes and identifying the areas to be improved. The do stage
enables implementing the previous step and during the check stage,
ensuring that the data is compared with the expected outcomes (Strasburger
et al. 2013). The Act stage enables acting according to plans whereas the
adjust stage is used to manage sufficient information by considering new
standards.

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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:
Mission statement
To provide refreshment and energy
Goals
To make people obtain healthy consuming habits and behaviours with zero
level sugar and calories
Target audiences
Sportspersons
Athletes
Key messages
Information about the product Nutrisoda
Communication tools
Emails, chats, etc.
Media list
Televisions, newspapers, social media, internet websites
Make sure that the following is covered in your media plan:

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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.
Internet websites and televisions
You have been asked to recommend media vehicles for a new
promotion.Calculate the following.
To enable a new promotion, the social medic channels could be beneficial.
The social media platforms like Facebook, Twitter and Instagram are
effective for promotions and advertisements.
Which media vehicles would you choose and why?

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Social media platforms and internet websites are considered as suitable for
managing the advertisements and promotional activities (Stelzner 2014).

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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.
 Proper allocation and utilisation of resources
 Making appropriate business decisions
 Evaluating the accountability
 Taking remedial actions whenever needed
Making business decisions to deploy the financial resources properly is vital
for implementing the right strategy and for the allocation of budget.

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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.
For the product Nutrisoda, the media vehicles like social media platforms,
televisions, newspapers and magazines all are effective for promotions. It is
because all these media vehicles can promote the products and services
effectively and accomplishing the marketing goals and objectives with ease
and effectiveness too. The promotions and advertisements on televisions
can easily grab the attention of the sports persons, athletes and influence
their behaviours to make purchases while the internet websites are much
more cost effective for reaching wider groups of audiences as nowadays
most of the individuals are found online and surfing through the social
networking websites (Armstrong et al. 2015).

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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

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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:
Product: Nutrisoda
Product Description:
 What is your product/service?
The product is an energy drink that constitutes of fruit juices
along with vital nutrients, minerals and vitamins to provide
energy and refreshment to the people consuming it.
The Communication Task:
 The advertising campaign
The advertising campaign will be managed with the use of media
vehicles such as televisions, radios, newspapers, magazines and
even social media platforms.
Advertising /creative objectives
 What is your advertising try to achieve?
To spread brand awareness and make people know about the new
product introduced by the organization
 Awareness/Trial/Purchase?
Awareness is created by communicating about the product
benefits and influencing their purchasing behaviors
 A direct response? Increase market share or brand
awareness
Enhancing the brand awareness will automatically create more
sales and generate more revenue, which is essential for
increasing the market share.

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Target market:
 Who is your product/service targeted to?
The sports persons, athletes, young individuals and people aged
between 19 to 34.
 Geographic, psychographic? Demographic?
Behaviouristic?
Geographic, because the product is aimed at different market
segments to increase the customer base
Market and brand performance
 What is its market share?Is it performing well or not?
Why? Why not?
According to statistics, the product has a good market share of
nearly 25 percent based on the sales level achieved.
Competition:
 Who are the competitors and what do they do?What is
their market share?Why?
The competitors are Monster, Coca Cola and other beverage
companies. Coca Cola has a 17 percent market share with 15
percent share for Monster.
Media/means of distribution:
 What media are you thinking of use?How is it
effectively to reach the target audience
Advertisements on televisions, magazine and newspapers are the
most effective media vehicles for reaching the target audience.
The social media platforms allow for making more customers
influenced to make purchases from the company. People surf
through social networking websites and when the adds appear
they are directed to the website where they can know about the
product and its features.
What occurred? When? Where? Why? How much time was
spent on it?
The life cycle of the product was managed by spending a total
time of 30 days. The time taken was from the manufacturing of
the product, its production until its delivery.
Brand character:
 Why was your previous advertising (its
attributes/characteristics)
The previous advertising was managed by advertising the
product ad on newspapers and magazines, which also managed to
grab the attention of people. But with the technological

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advancements, the advertisements on televisions would bring
more clients and enhance the brand visibility and awareness
among the people.
Brand image
 What brand image do you desire?
A positive brand image and name is desired for making sure that
the customers remain loyal to the brand and its products.
 How do you want people to feel about the
product/brand?
People must gain positive mindsets and ensure that their needs
and requirements were fulfilled. By consuming the product,
people should feel more fresh and energetic.
 Should the image be sophisticated? Serious?
Professional? Etc
The brand image should be sophisticated and creative to grab the
attention of customers easily.
What mood should be projected?
Positive moods and refreshment
Positioning:
 What is the unique selling position?What are the key
points of difference?
Energy and refreshment.
 What are the benefits to the consumer?
The consumers would be able to gain health benefits with the
consumption of a energy drink that include essential vitamins,
minerals and pure fruit extracts that can keep them healthy and
energetic.
Look/feel:
The tone? Manner? This needs to reflect your previous
positioning i.e. conservative, serious, dynamic and humorous
Serious tone was managed during the positioning
Research:
Do you have any insights relating to your product/service?
Research and development activities are managed to determine
whether the product will be feasible enough or not to meet the
client requirements and generate good amounts of revenue or not.
Legal/advertising code requirements:
There are requirements by some industries that need to be
addressed, including advertising industry codes.What are
yours?
Anti-discrimination laws, Labelling and Advertising act, Clears Air Act
Amendments.
Mandatories:

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What logo do you use, how it is used, colours, positioning
statements, trademarks etc.
Budget?
 Has a budget been set?
 What is it?
The budget has been set.
Timing:
When is the advertising going to happen?What are the
timeframes to meet the deadlines?
The time allotted for the advertising is 2 months.
How measured?
How will you measure the results of your advertising?i.e.
Sales
The results of advertising can be measured in terms of the sales
revenue generated and numbers of units sold.

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Other Considerations:
Is there anything else that needs to be considered?
It is important to consider that the cans and bottles constitute of
the necessary ingredients, vitamins, minerals and fruit extracts so
that the customers can know about the health benefits and how
can it be achieved.
Major Activity
Estimate
d 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.

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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
Requirement of
 Signing of the Media Advertising statement is essential
 Graphic or web design services
 The space for the advertisement must be paid in full before
the Payment Due date
 Fees of attorney
 Authorisation of the copy of advertisements
2. Select media vehicles
The media vehicles are televisions, newspapers, magazines,
internet websites, social media and banners
3. Determine media schedule
The media schedule will illustrate about the time taken and costs
incurred while managing the advertisements of the particular
product that has been introduced by the organisation.
4. Produce media plan

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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?
Nutrisoda
2. Who is your target audience?List their characteristics.
The main targeted audiences are the sports persons, athletes and
young adults along with the people within the age of 20 to 34. The
individuals want to remain energetic, fresh and healthy at the same
time. Therefore, the Nutrisoda can be a good option for them to
enhance their health and energy with the consumption of energy rich
nutrients, minerals, vitamins and fruit juices extracted from the good
quality fruits. The drinks are available in various flavors like mango,
orange, etc. The customers need to consume the energy drink for
putting more effort to their work activities and at the same time,
manage exercises with much ease and convenience.
3. Complete a consumer profile on your target audience.You
may have to perform research on your target audience for

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this question.
Research on the target audience will help in understanding their
needs and preferences along with the demands in the market,
based on which the product will be delivered for creating a
positive mindset among them.
4. Who is you media audience/s?
The media audiences are teenagers, individuals who are habituated
with the social networking websites and those who watches
televisions and read newspapers frequently. The office goers are
the media audiences as well, because while travelling they will
be able to watch the banners positing the advertisement and their
mindset will change regarding the purchase of the product. The
health conscious customers are the media audiences as well.
5. What product market factors do you feel will appeal to your
target market for your product?
 The taste of the product
 The health consciousness concept and fresh quality fruit
extracts present in the energy drink can appeal the target
market
 The presence of vital nutrients, fresh fruit extracts, minerals,
vitamins and other energy inhibitors can improve the health
and wellbeing of the individuals
 The good market share of the product could also be appealing
for the customers and influence their buying behaviours
 The availability of Nutrisoda in various flavours like mango,
orange, pineapple, etc.
6. Complete a Creative Brief for you product.Make sure that
you include the creative requirements within your brief.
The creative brief includes an innovative tagline al0ng with good
colour combination, design and layout. The creative requirements
within the brief can be appealing for the customers and drive

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their buying behaviours.
7. What are the media merchandising requirements within the
advertising brief?How will you address each?
Distribution of the right messages and information about the product
to the customers
Enabling the right media vehicle
Search engine marketing techniques
Social media
8. How will you confirm your media budget?
The legal and voluntary constraints must be considered along with
the costs that might be incurred during the project. It is also
important to determine the feasibility of the project and whether
the expenses made will be able to bring good outcomes or not.
9. What legal and voluntary constraints may impact on the
decisions that you make?
Statutory laws, rules and regulations can impact on the business
decisions made.
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.
The past performances are assessed to check the previous profit
level and then compare it with the present profit achieved. This
could also help in identifying the gaps and make necessary
changes for improving the management of advertisements.
The most suitable media vehicle is the advertisements of televisions
and the social media involvement can also be beneficial for
reaching more target market audiences.
11.Make recommendations on how you will test your media
vehicles.Explain the reasons for your recommendations.
The media vehicles are tested by identifying the number of visitors in the

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website or by checking the number of people who have been watching the
televisions and became familiar with the advertisements regarding the new
product launch. Pre-testing includes the management of brand linkage,
motivation and communication by breaking down the messages and information
in the advertisement to make it easy for reaching the targeted audience.
12.Confirm the way in which your target market is reached
using the media requirements and media vehicles used.
The target market is reached by showing the advertisements of
televisions, newspapers, magazines and on social media
platforms, which easily grab the attention of the customers and
influence their purchasing behaviours.
13.Confirm that your media vehicles meet the creative, reach
and frequency requirements within the agreed upon budget.
The advertisements on televisions and social networking websites
have met the frequency requirements and have been within the
allocated budget.
14.Confirm that the message and media vehicles operate within
legal and ethical requirements.
The legal requirements are met to maintain the values and ethics.
The Anti Discrimination act ensures that the advertisement does
not harm the values and culture of people and even not broadcast
the advertisements that may lead to violent behaviours among the
children.
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.

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16.What should you have considered when you developed your
media schedule?
It is important to consider that the media vehicle manages the
advertisement properly to reach the most of the targeted audiences.
The expected costs must be assessed to develop the media schedule
too.
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?
Ostrow Model of Effective Frequency and determining the GRP or
Gross rating point is essential for determining the frequency of
advertisement and check out the percentage of targeted market
segments that can be reached by the advertisements.
18.Pass the media schedule to your team partner.Is the schedule
to their satisfaction?If not, how can you improve upon it?
Yes, it seems quite satisfactory to them. So, no further changes are
needed to be done.
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.
Matching with the schedules is important to ensure that the costs that
might be incurred during the management media vehicles remain
balanced and effective, which could help to achieve the targeted

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audiences and enhance the exposure of the newly launched
product.
20.What continuous improvement method would you
recommend for this project?Why?
Telemarketing campaigns could be managed to creating more
awareness about the product. It would help in managing the
databases properly, furthermore develop scripts, manage role
plays and measure the frequency of advertisements shown on the
televisions and social networking websites. The ethical
considerations are made to ensure that the advertisements do not
harm the views and opinions of people within the society.
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.
The selection of these vehicles is done, because the advertisements
on televisions and social networking websites can enhance the
exposure of the product the most. Most f the people watches
television and remain online in social networks nowadays, which
creates ease for reaching the targeted audiences.

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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.
 It is important to separate the search and content ad
placements
 Enable micro-geographic focus to draw more clients
 Keep track of the return on investments
 To keep the cost of ads as lower as possible to make the ads
visible as much as possible
24.What measures do you recommend that you should use to
measure the effectiveness of the media plan?
 To check the number of visitors to the website and people
who have watched teg advertisements on televisions
 By measuring the awareness spread among the customers
 To check the sales on a daily basis for the new product
launched by the company
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