Developing a Creative Brief and Media Plan for Bounce Fitness Advertising Campaign

Module 2
Term and Year Term 3 2018
Qualification : BSB60215 Advanced Diploma of Business
Unit Code: BSBADV604
Unit Title: Execute an advertising campaign
Assessment
Task 1 Demonstration/ observation of creative brief discussion
Task 2 Short questions
Student Name:
Student ID No:
Assessor’s Name Dr Eugene Lim/ Andrey Loburets
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I
understand that the Elite Education Vocation Institute’s Student Assessment, Reassessment and Repeating
Units of Competency Guidelines apply to these assessment tasks.
Student Name:
Student Signature: Date:
Assessment submission (new) requirements
Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.
Assessment deadlines penalty
It is expected that unless a simple extension, special consideration or disability services adjustment has
been granted, candidates will submit all assessments for a unit of study on the specified due date. If the
assessment is completed or submitted within the period of extension, no academic penalty will be applied
to that piece of assessment.
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If an extension is either not sought, not granted or is granted but work is submitted after the extended due
date, the late submission of assessment will result in a late penalty fee. For further information, please
refer to the Assessment Policy.
Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student
can only achieve competence when all assessment components listed under procedures and specifications
of the assessment section are Satisfactory. Your trainer will give you feedback after the completion of
each assessment. A student who is assessed as NYS is eligible for re-assessment. Should the student fail to
submit the assessment, a result outcome of Did Not Submit (DNS) will be recorded.
Principles of Assessment
Based on Clauses 1.8 – 1.12 of the Australian Standards Quality Assurance's (ASQA) Standards for
Registered Training Organizations (RTO) 2015, the learner would be assessed based on the following
principles:
Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where
appropriate, reasonable adjustments are applied by the RTO to take into account the individual
leaner’s needs and, (3) the RTO informs the leaner about the assessment process, and provides
the learner with the opportunity to challenge the result of the assessment and be reassessed if
necessary.
Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s needs, (2)
assessing competencies held by the learner no matter how or where they have been acquired
and, (3) the unit of competency and associated assessment requirements, and the individual.
Validity – (1) requires that assessment against the unit/s of competency and the associated assessment
requirements covers the broad range of skills and knowledge, (2) assessment of knowledge and
skills is integrated with their practical application, (3) assessment to be based on evidence that
demonstrates that a leaner could demonstrate these skills and knowledge in other similar
situations and, (4) judgement of competence is based on evidence of learner performance that is
aligned to the unit/s of competency and associated assessment requirements.
Reliability – evidence presented for assessment is consistently interpreted and assessment results are
comparable irrespective of the assessor conducting the assessment
Rules of Evidence
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Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described
in the module of unit of competency and associated assessment requirements.
Sufficiency – the assessor is assured that the quality, quantity and relevance of the assessment evidence
enables a judgement to be made of a learner’s competency.
Authenticity – the assessor is assured that the evidence presented for assessment is the learner’s own work.
This would mean that any form of plagiarism or copying of other’s work may not be permitted
and would be deemed strictly as a ‘Not Yet Competent’ grading.
Currency – the assessor is assured that the assessment evidence demonstrates current competency. This
requires the assessment evidence to be from the present or the very recent past.
Resources required for this Assessment
 All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
 Upon completion, ensure that you have completed your coversheet details, i.e. your name, student ID
and signature. If these details are not present, the assessment would need to be resubmitted again.
 The document is then required to be converted to PDF and uploaded to the student learning
management system for assessment.
 Refer the notes on eLearning to answer the tasks or any additional material will be provided by
Trainer.
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Instructions for Students
Please read the following instructions carefully
 This assessment is to be completed according to the instructions given by your assessor.
 Students are allowed to take this assessment home.
 Feedback on each task will be provided to enable you to determine how your work could be improved.
You will be provided with feedback on your work within 2 weeks of the assessment due date.
 Should you not answer the questions correctly, you will be given feedback on the results and your
gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills
to be deemed competent for this unit of competency.
 If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
 Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment
You will be required to demonstrate skills and knowledge required to define campaign objectives via a
discussion session; prepare a creative brief and media plan detailing client information, project scope,
brand/ campaign analysis, creative/ design elements, target audience, campaign message, competitive
analysis, image requirements, budget and, stakeholder task analysis.
In addition, you would also need to provide supporting information for Bounce Fitness on the following:
 Provide a brief assessment to Bounce Fitness on its choice of media options to be considered that
meets its advertising objectives in terms of budget and choice.
 Negotiate advertisement price with each media type provider (2 quotations per media type) in
accordance with Bounce Fitness’ requirements
 Propose a timeline for the advertising campaign to be implemented and include milestones.
 Discuss relevant legislation on the impact of each to Bounce Fitness’ advertising campaign.
 Provide relevant ethical consideration to Bounce Fitness’ advertising campaign
 Discuss relevant ethical consideration to Bounce Fitness’ advertising campaign in relations to The
Communications Council
 Seek approval for the creative brief proposal from senior management (your trainer would
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undertake this role).
 Provide discussions on what are the considerations when evaluating a media provider’s
performance
 Discuss how the organization can apply for service level agreements (provisions of media
guarantees) with their media contractors when implementing their advertising plan.
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Case study
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne,
helping them to become more productive, while lowering their overall costs with innovative wellness
programs and strategies.
Bounce Fitness is based on two simple facts:
 Healthy employees are more productive than chronically ill employees
 It costs less to prevent injuries or illnesses than to treat them after they occur.
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff
have been ill or injured, and then pay for the necessary treatments. The Bounce Fitness approach,
emphasises prevention and good health promotion, and is much more proactive. At Bounce Fitness, we
tie worker productivity directly to the health care issue. We believe that traditional approaches to the
current health care crisis are misdirected.
Bounce Fitness contends that by helping employees change their behaviour patterns and choose
healthier lifestyles, the health care costs to corporations will be considerably reduce through increased
staff productivity, reduce absenteeism and turnover, reduced worker’s compensation claims and a
healthier, more motivated staff.
Current economic and demographic changes will make health care issues worse. The environmental
factors and the local competitive situation is a clear message to Bounce Fitness. The time is right for a
Bounce Fitness initiative to promote its services through an effective advertising campaign with the
following objectives
 Each of its centres will serve the community with quality, comprehensive, unique and
distinctive health programs and services.
 Staff will expand the preventive services offered while improving the quality of life among
participants through health and fitness services using state of the art equipment and practices
 Reflecting the needs of its members through value and outcome effectiveness.
Sample of current advertisement campaign:
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Task 1
1. You are required to develop a creative brief based on the organization’s business objectives for
the advertising campaign by:
 Briefly discuss what the overview of organization’s business performance is.
 Select an appropriate media plan that considers the organization’s budgetary and marketing
objectives
 Develop a stakeholders task analysis to identify role responsibilities
 Provide an implementation schedule to ensure that meets the required timeline and include a
contingency plan to evaluate risks by assessing their probability of occurring and mitigating
strategies.
Demonstration/ observation checklist
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Candidate’s name
Assessor’s name Dr Eugene Lim/ Andrey Loburets
Work activity Creative brief and media plan proposal
Date
Creative brief analysis and media plan
1.1 Client
Client’s name Bounce Fitness
Campaign’s
name advertising campaign
Description of
the advertising
campaign
A wellness strategy is a long-term effort, combining both health-
promotion and exercise-related activities designed to facilitate positive
lifestyle changes in members of a company’s work force.
Prepared by
1.2 Project
Marketing
objectives
(Please refer to
Creative Brief)
1. Generate a 10% yearly increase in sales
2. Increase market presentation every quarter
3. Continue to cultivate Bounce Fitness image as the premier long term
wellness program provider
Objective of the
campaign
(Please refer to
Creative Brief)
Bounce Fitness is committed to an expanding roles as a premier provider of
wellness integrated services. Through the evolvement of an empowered
employee culture and the creative acquisition and use of resources, we will
develop and implement comprehensive programs and services appealing to all.
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