Develop an Advertising Campaign for Bounce Fitness - Task 1

Task 1 of BSBADV602 requires the development of an advertising campaign plan for Bounce Fitness. The plan should define campaign objectives, clarify advertising purpose, discuss relevant legislation, and legal and ethical considerations.

Module 1
Term and Year: Term 3 2018
Qualification : BSB60215 Advanced Diploma of Business
Unit Code: BSBADV602
Unit Title: Develop an advertising campaign
Assessment :
Task 1 Case study advertising plan
Task 2 Short questions, case study advertising budget demonstration
Student Name:
Student ID No:
Assessor’s Name: Dr Eugene Lim/ Andrey Loburets
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Elite
Education Vocation Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these
assessment tasks.
Student Name:
Student Signature: Date:
Assessment submission (new) requirements
Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.
Assessment deadlines penalty
It is expected that unless a simple extension, special consideration or disability services adjustment has been granted, candidates
will submit all assessments for a unit of study on the specified due date. If the assessment is completed or submitted within the
period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late submission
of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.
Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student can only achieve
competence when all assessment components listed under procedures and specifications of the assessment section are
Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is
eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be
recorded.
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Principles of Assessment
Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training
Organizations (RTO) 2015, the learner would be assessed based on the following principles:
Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable
adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs the
leaner about the assessment process, and provides the learner with the opportunity to challenge the result of the
assessment and be reassessed if necessary.
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
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.
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.
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 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; prepare an advertising budget;
You will be required to demonstrate the skills and knowledge required to develop a schedule for proposed advertising activities;
defining campaign objectives and preparing advertising budgets. You will also require to demonstrate communication skills to
question, clarify and report when creating an advertising campaign and technology skills to use a wide range of office equipment
and software to develop an advertising campaign.
Read all materials required for this assessment task: this procedure and the Bounce Fitness Simulated Business Corporate
Marketing Plan.
In response to the Bounce Fitness Simulated Business Corporate Marketing Plan (provided), you will develop a report.
 Defining the campaign objectives and preparing an advertising budget, which addresses all questions in this task.
 Defining a schedule for proposed advertising activities, which addresses all questions in this task.
 To demonstrate knowledge in defining campaign objectives and preparing advertising budgets.
 Discuss your completed advertising campaign to the class and assessor. You must consistently behave and present as if
this were an actual presentation to the CEO of Bounce Fitness.
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.
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Task 1
1. You are required to determine key objectives and to develop an advertising campaign to optimize product or service
marketing performance in response to an advertising plan. Prepare a report to encapsulate the required information
and knowledge to complete this task. Define campaign objectives:
 Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use
measurable terms for the objectives for the advertising campaign.
 How do you make sure that your campaign objectives will be feasible?
 Discuss relevant legislation and the impact of each to Bounce Fitness’ advertising campaign.
 Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will manage these
areas of concern.
Demonstration/ observation checklist
Candidate’s name
Assessor’s name Dr Eugene Lim/ Andrey Loburets
Work activity Seek clarification on Bounce Fitness’ advertising purpose and business objectives
Date
Defining the Advertising Campaign Plan
Name of company Bounce Fitness
Document administration
Version 1.0
Status Draft
Next review Next month
Document owner
(Student’s name)
Role Marketing Manager
Signature
(please place your
signature)
Date
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1. Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable
terms for the objectives for the advertising campaign.
1.1 Purpose and business objectives (please refer to Creative Brief for the Introduction of Corporate Fitness Programs file)
1.1.
1
Business’ vision
statement
The vision of the company is to build strong relationships with customers and employees while
taking proactive measures to ensure their health.
1.1.
2
Target market of the business
Geographic
Immediate geographic targets of the company are situated in Brisbane, Sydney and Melbourne.
It offers its services to customers within a 35 mile radius. The target population of the company
is 15,800 employees.
Demographic
There is a ratio of 51:49 between male and female customers who belong to income range of
$38,000-$75,000. Most customers are single (67%) and others are married (33%). In the case of
manufacturing customers, 43% are enrolled in undergraduate course work whereas this number
raises to 83% percent in the case of corporate customers where 16% are taking graduate course
work as well.
Behavioral
Most customers realize the importance of physical activity and they incorporate exercise
program in their daily or weekly routine. Moreover, customers utilize fringe benefits given by their
employer which are usually a part of their compensation package.
1.1.
3
The business’ unique
selling propositions
(provide a summary)
The unique selling propositions (USPs) of the company are a large workforce of highly dedicated
and healthy employees who are willing to help the customers in any way possible.
1.1.
4 Marketing objectives
Increasing 10 percent yearly sales.
Increasing market penetration in Australia every quarter.
Cultivating and promoting the image of the company as a wellness program provider.
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1.1.5
Advertising brief
review
(based on the company’s
marketing mix)
The corporation offers high quality fitness equipment to its customers and work with their
employers to reduce their overall costs.
The advertisement will highlight the effective customer service offered by the company to its
customers.
1.1.6
Proposed new
creative
requirements
It will be creative to emphasis on the talent of employees who are dedicated towards
encouraging customers to achieve their fitness goals.
The corporation should open a membership plan for its customers by reducing its prices for
those customers who purchase a yearly plan.
1.1.7
Illustrate your own
creative artwork for
an advertisement
poster for Bounce
Fitness that would
focus on one of its
advertising
campaign objective
to ensure positive
consumer
responses.
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Please note: answers from Q 1.1.8 to 1.1.11 must relate to Q 1.1.7.
1.1.8
In reference to Q
1.1.7, provide a
rationale on why
your artwork would
be able to attract
positive responses
from customers?
This artwork includes details about the gym membership along with an inspiring quote which will
attract customers.
1.1.9
In reference to Q
1.1.7, provide a brief
justification on how
your advertisement
would meet ACMA
regulatory
requirements
The advertisement complies with ACMA regulatory requirements since it did not adversely affect
the interest of customers by misleading them and it did not include any offensive material that
might offend anyone.
1.1.10
In reference to Q
1.1.7, provide a brief
justification on how
the advertisement
created would meet
ACCC
regulatory
requirements
The advertisement did not negatively reflect on others competitors and it did not violate
consumer rights; thus, it comply with ACCC regulatory requirements.
1.1.11
In reference to Q
1.1.7, provide a short
discussion why your
advertisement
created is able to
meet ethical (social
and cultural)
requirements
The advertisement did not contain any unethical imagery or offending statement based on which
it meets the social, cultural and ethical requirements.
Management approval (Trainer please  over boxes)
Approved Not approved
Management Initials
(Trainer): Date
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2. Performance metrics of Bounce Fitness advertising campaign
Review areas
Corporate Marketing Plan
Performance Review Evaluation
(What is your opinion on the Bounce Fitness’ marketing performance?)
Forecast Actual
Sales $540,860 $540,860 The company has performed effectively in term of forecasting its
sales revenue.
Marketing expenses $24,600 $73,818
The company lacks the ability to correctly forecast its marketing
expenses which can create challenges by reducing its
profitability.
Website development $19,450 $17,300 The company performed better by saving in its website
development.
Success with target segment
last 3 months 103 151 This number proves the effectiveness of marketing strategy of
the company.
Success with communication strategy
Pamphlet 52 6 The company way overestimated the effectiveness of advertising
though pamphlet by a long shot.
Website 47 78 Website attracted more customers than estimated by the
company.
Facebook ad 12 36 The impact of social media enables the company to attract more
customers.
YouTube 32 21 The impact of YouTube advertisement was overestimated by the
company.
Special offers 8 6 The company overestimated the relevant of special offers a bit.
Total 151 147 Overall the company’s communication strategy was affecting in
attracting customers.
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3. How does Bounce Fitness ensure that its campaign objectives will be feasible?
SMART elements
Bounce Fitness’ marketing objectives
(How does the organization’s objectives relate to SMART)
Specific – ensure your objectives are clear and
outline what you are hoping to achieve
(Refer to Business Plan).
Increasing sales by 10% for this year by using effective marketing campaign.
Measurable - are your objectives able to be
measured?
(Refer to Business Plan).
The goals with be measures with the performance of the previous year to
determine whether they are achieved or not.
Achievable - are the
campaign objectives
achievable for everyone
involved?
(Make your own assumption
on how you wish to divide
the percentage for each
centers over 100%)
Centers
Target %
(Divide % appropriate to each center in terms of expected performance)
Cairns (HQ) 15%
Sydney 35%
Melbourne 30%
Brisbane 20%
Realistic – do you have the resources and
knowledge available to achieve the campaign
objectives?
Timing – map out a clear,
achievable timeframe in
which the objectives
should be achieved.
(Please note that objective is
to increase 10% of sales
$540,860 = $54,000 extra =
$594,946 to be apportion
into 4 quarters within a year)
Qtr.
Target forecast %
(Provide a percentage of sales target to be achieved for each quarter for the new sales
target of $594,946/-)
1 (Jan – Mac) 10%
2 (Apr – Jun) 35%
3 (Jul – Sep) 40%
4 ( Oct – Dec) 15%
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Task 2
1. Prepare an advertising budget based on the following”
 What research resource requirements will Bounce Fitness need for this campaign?
 Discuss the range of media options that Bounce Fitness can consider and provide justifications to the choices
selected.
 Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the
budget and availability allocated is sufficient to meet the advertisement objectives?
 How would Bounce Fitness ensure that the overall budget meets the requirement of the advertising brief?
Types of market
research Briefly discuss the various market research options
Marketing research Online data evaluation, observations and surveys.
Attitude surveys Online surveys and filling of questionnaires by customers.
Secondary research Public documents and reports posted by researchers in the local demographics
Focus group interviews Interviewing the primary demographic in focus groups to observe their behavior towards fitness
Observation Observing the patterns of current customers and potential customers
Mystery shoppers Interviewing mystery shoppers to find a pattern
Site audits Conducting regular audit of sites to identify the pattern of customers visiting them
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Demonstration/ observation checklist
Candidate’s name
Assessor’s name Dr Eugene Lim/ Andrey Loburets
Work activity Seek clarification on Bounce Fitness’ advertising purpose and business objectives
Date
2. Identify and negotiate with external supplier (your trainer would undertake this role) on the range of media
options that Bounce Fitness can consider. (You may use supplementary case materials found in the Moodle to
assist you on this question)
Media options Merits
(list a benefits of using media type)
Cost
(How much and does it meet
budget?)
Legal and ethical
requirements
(Name the regulatory body)
Free TV advertising
Australian spent around 18
hours watching TV per week
which makes a potential
audience for the company
A 30-second advertisement in
prime time costs around $1200-
$1500.
Australian Communications and
Media Authority (ACMA) who
evaluates whether the content
of the advertisement are legal
and ethical
Radio advertising
It is a cost effective way to
reaching a specific category of
audience.
Around $10,000 is required for
one week of advertisements.
Australian Association of
National Advertisers (AANA) is
responsible for imposing legal
and ethical compliance on
parties
Sales brochures/
promotions
It is a cost effective way of
creating differentiation and
open communication
opportunities
For $350, 5000 brochures can
be printed.
Parties have to comply with
trade laws to avoid
misrepresentations in the
brochure
Magazine advertisement
More targeted towards specific
audience and long life of
advertisement
Typical costs range around
$2000 in local magazine
Australian for Data-Driven
Marketing & Advertising
(ADMA) is responsible for
ensuring legality and ethical
nature of advertisement
Web development/
social marketing
Effective brand recognition,
better customer insight and
broader audience
It ranges between $1000 to
$1500 for showing
advertisements in local areas
Australian Competition and
Consumer Commission (ACCC)
is the key regulatory body which
protects customers from
unethical or illegal
advertisements
Prepared by
Student’s signature Date
Management approval (Trainer please  over boxes)
Approved Not approved
Management Initials Date
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(Trainer):
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3. Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget and availability allocated is sufficient to meet the advertisement
objectives? (Please refer to the Creative Brief for the Introduction of Corporate Fitness Programs)
Demonstration/ observation checklist
Candidate’s name Date
Work activity Budget proposal and approval Assessor’s name Dr Eugene Lim/ Andrey Loburets
Type of media Justifications to choice Annual budget
allocation ($)
Quarterly budget allocation must relate to the sales target allocation
Q1 ($) Q2 ($) Q3 ($) Q4 ($)
Sales brochure/
promotions The investment in pricing brochure is low $6000 $1000 $2000 $1500 $1500
Magazine
advertisement The magazine advertisements are expensive $8000 $2500 $1500 $2000 $2000
Web development/
social marketing Effective of social media strategy require more resources $9200 $3500 $1500 $2000 $2200
Total $23200
Management approval (Trainer please  over boxes) Approved Not approved
Management (trainer) Name Dr Eugene Lim/ Andrey Loburets Management (trainer) Initials Date
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4. Produce a timeline chart for Bounce Fitness to meet creative, media and production requirements for a YouTube advertisement to supplement its social marketing activity in order
to achieve advertising objectives. (* You may make reference of each task activity at https://www.skeletonproductions.com/insights/corporate-video-production-guide )
Creative, media and production activity
(Please highlight the boxes according to the
required timeline to achieve each activity)
Periods
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Setting up media objectives
Market research
Planning on core message
Writing a production brief
Pre-production
Write script
Create storyboard
Plan and schedule shoot
Production
Post production editing
Transpose graphics and special effects
Mix music and soundtrack
Record voiceover
Format and host the video
Set up analytics and results
Distribute and promote video
Monitor and review response
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5. milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness for various media types
Media type
Period (12 months) Monitoring milestones activities (Briefly state when should each media be tracked)
Person
responsibleStart date End date Monitoring progress against
proposed plan Expenditure against budget Evaluating campaign effectiveness
Sales brochure/
promotions
1 February
2019
31 April
2019 Monitoring of customer response $4200 Moderately effective Sales manager
Magazine advertisement 1 April 2019
31
September
2019
Customers who called for check-in $6300 Effective Advertisement
manager
Web development/
social marketing 1 May 2019
31
November
2019
Traffic on the website $8600 Highly Effective Social media
manager
Management approval (Trainer please  over boxes)
Approved Not approved
Management (trainer): Dr Eugene Lim/ Andrey Loburets Management Initial: Date
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Assessment Submission Checklist to be completed by the Trainer/Assessor
Unit name: BSBADV602 Develop an advertising campaign
Assessment: Task 1
Did the student complete and provide evidence for the following (please  ): Yes No
1. Provide a demonstration on defining the case study’s advertising strategy?
2. Provide an analysis for the case study on its advertising performance?
3. Conducted an evaluation on the case study’s advertising objectives?
4. Developed a creative brief and advertising copy?
5. Discuss how the various legislation and ethical considerations affecting the case study’s advertising
management?
6. Submit within agreed timeframe?
Has the learner proven they can (please  ): Yes No Assessor’s Notes (if any)
1.1. Clarify the advertiser's purpose and objectives from the
advertising brief and use these to set objectives for the
advertising campaign
1.2. State campaign objectives in measurable terms and
identify the nature and extent of what the advertising is to
accomplish
1.3. Ensure campaign objectives are feasible, given the
constraints of time, budget, product and market factors
1.4. Ensure campaign objectives take into consideration factors
which may affect consumer responses
1.5. Ensure campaign objectives meet legal and ethical
requirements
Feedback and result outcome for Task 1 (please
 )
Satisfactory
Not Yet Satisfactory
Re-assessment required
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Unit name: BSBADV602 Develop an advertising campaign
Assessment: Task 2
Did the student complete and provide evidence for the following (please  ): Yes No
1. Discuss the short questions?
2. Provide an analysis of the various media for case study consideration when deciding on its next
advertising campaign?
3. Provided an advertising budget that meets the requirements of the case study’s advertising objectives?
4. Illustrated a Gantt chart and discuss how the proposed advertising timeline is able to meet campaign
effectiveness in the schedule.
5. Submit within agreed timeframe?
Has the learner proven they can (please  ): Yes No Assessor’s Notes (if any)
2.1. Assess and specify research resource requirements for the
advertising campaign
2.2. Assess and specify resource requirements for a range of
media options, creative and production services
2.3.Justify resources allocated to each component of the
advertising campaign and ensure they are sufficient, in
relative terms, to achieve the campaign objectives
2.4. Ensure the overall budget meets the requirements of the
advertising brief
3.1. Confirm the campaign length and timing from the
advertising brief
3.2. Identify service providers with the required expertise and
negotiate their costs and availability
3.3. Base the choice of service providers on merit and value for
money and ensure the selection meets legal and ethical
requirements
3.4. Ensure the time allowed in the schedule to meet creative,
media and production requirements is sufficient to achieve
the advertising objectives
3.5. Include milestones for monitoring progress and expenditure
against budget, and for evaluating campaign effectiveness
in the schedule
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Feedback and result outcome for Task 2 (please
 )
Satisfactory
Not Yet Satisfactory
Re-assessment required
Assessment Summary Result (please
 )
Task 1 Case study advertising plan S NYS DNS
Task 2
Short questions, case study
advertising budget
demonstration
S NYS DNS
Final Assessment Result for this unit C NYC
Feedback is given to the student on each Assessment task YES NO
Feedback is given to the student on final outcome of the unit YES NO
The result of my performance in this unit has been discussed and explained to me (please place signature below)
Student Signature Date
Trainer/ Assessor’s declaration: I hereby certify that the above student has been assessed by myself and all assessments are carried
out as required by the Principles of Assessments (Clause 1.8 of the Standards for RTO 2015).
Trainer/ Assessor’s
Initials
Date
Appeal Process (only for mitigating circumstances)
I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook
Student Signature Date
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