BSBADV503/507 Advertising Research & Media Plan for 7-Eleven Australia

This document presents an advertising research and media plan developed for 7-Eleven Australia, focusing on one of their product offerings. The plan begins with an overview of 7-Eleven, including its history, product range (such as Slurpee, Krispy Kreme, $1 Coffee, Hot Chockee, and fresh food), mission, vision, values, and principles for fair dealing with suppliers. The core of the plan involves coordinating advertising research, assessing the need for advertising a selected product, and developing a comprehensive media plan within a budget of $200,000 AUD. Key elements include a research proposal with methodologies, a research brief, media requirements, an action plan schedule, target market demographics, advertising campaign concept and goals, media vehicle selection with justification, costing and budget allocation, legal and ethical considerations, and a monitoring strategy to assess the effectiveness of chosen media vehicles. The document also includes an executive summary, table of contents, and appendix, adhering to APA referencing standards. This project is designed to meet the competency requirements for BSBADV503 and BSBADV507 courses.

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
BSBADV503
Course: Coordinate advertising research
BSBADV507
Course: Develop a media plan
STUDENT NAME
STUDENT ID. NUMBER
ASSESSOR NAME
RESULT
INDIVIDUAL
ASSESSMENT
RESULT
ASSESSMENT
ACTIVITY C ¨ NYC ¨ FINAL
GRADE
ASSESSOR FEEDBACK
I have received the Assessment Feedback on____________________________ (DATE)
STUDENTS SIGNATURE
ASSESSOR SIGNATURE DATE
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018
Assessment Activity
(Performance & Knowledge)

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
DOCUMENT CONTROL
VERSION DATE AUTHOR COMMENTS
1.0 13th February 2018 Reece Thomas  Original
ASSESSMENT INSTRUCTIONS
Assessment Overview Format: Performance & Knowledge Assessment
Total Marks Students undertaking this assessment must demonstrate
competency as per the Training Package or accredited course
requirements, guidelines and rules.
Academies Australasia Polytechnic’s VET Programs observes
the following grading scheme for the below assessment:
Competency based assessment is a process where an assessor
works with you to collect evidence of competence, using the
benchmarks provided by the unit standards that comprise the
national qualifications.
Time Allocated Trainer Discretion
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
ADVERTISING (CLUSTER)
ASSESSMENT ACTIVITY: ADVERTSING PLAN
ORGANISATION DETAILS
Note: The organisational details used in this assessment have been sourced (and to
some extent paraphrased) from the organisation’s website and other relevant
documents of the organisation. The information used here is solely for educational
purpose.
ORGANISATION HISTORY
7-Eleven Stores Pty Ltd, Australia’s first choice in convenience, is a private company
owned by the Withers and Barlow family.
The company has a license to operate and franchise 7-Eleven stores in Australia
from the US based 7-Eleven Inc.
The first Australian store was opened in August 1977. Today 7-Eleven Stores Pty
Ltd. operates more than 630 stores in Queensland, New South Wales, Victoria, the
Australian Capital Territory, and Western Australia.
Through its store network, 7-Eleven Stores Pty Ltd. conducts more than 190 million
transactions a year, serving an average six customers per second, generating sales
of approximately $3.6 billion.
PRODUCT OVERVIEW (as referenced in the website)
i) ‘Slurpee’.
The original and best frozen beverage is only available at 7-Eleven. So when you
need some refreshment, come in and get your hands on a Slurpee. There’s always a
new flavour to try, or stick with traditional favourites Cola and Raspberry
ii) ‘Krispy Kreme’.
Krispy Kreme doughnuts are delivered fresh daily to a 7-Eleven store near you. We
have seven delicious flavours and limited edition flavours available in singles as well
as 4 & 12 packs for you to share.
iii) 1$ Coffee.
Delicious freshly ground coffee is now available in all 7-Eleven stores. Only $1 for a
regular size or $2 for large
iv) ‘Hot Chockee’
‘Hot Chockee’ is now available at all 7-Eleven stores. Deliciously priced at only $2
For more product and services, visit the link: http://www.7eleven.com.au/products
v) ‘Fresh food’: Sandwiches, rolls, sushi, pies, sausage rolls, etc
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
The company also sells their own branded gourmet food and snacks such as
sandwiches, rolls, pies and many more. Further details on the whole list of gourmet
products in their website.
v) ‘7-Eleven Fuel’
The company sells automobile fuel in some outlets depending on the location and
accessibility.
In addition to seeling their own branded products, 7-Eleven stores also stocks
popular products of other manufacturers that includes many generic retail products
which are also available in supermarkets.
MISSION, VISION, VALUES AND PRINCIPLES
The organisation has clearly explained their broader objectives to the franchise
stores and other organisational entities. Listed below are their mission, vision, values
and principles.
Mission: To be the best in Australia, at meeting the ever changing needs of the
convenience customer
Vision: Is to maintain our position as 1st Choice in terms of customer preference
and market share through sustainable growth, operating our business at the highest
level of ethical standards.
Value Statement: Define the spirit of 7-Eleven, and are at the very heart of who we
are, and how we conduct business with all our key stakeholders. The five (5) values
are:
1. We act with fairness and integrity. We act with sensitivity and embrace the
highest standards. We are part of a community and will behave with respect and
social responsibility.
2. We strive for excellence. We are restless, hungry to be better and always
learning. We pride ourselves on our standards and look to always improve upon
them.
3. We will be bold in our endeavours. We seek to be courageous and to challenge
ourselves, and our brands, in all that we do.
4. We place customers at the heart of what we do. We use insight to drive our
thinking and continually strive to satisfy their ever changing needs through
innovation and creativity.
5. We care. We value and respect our people and the relationships that define our
business. We seek and value diversity in our teams and partnerships. The safety
and welfare of everyone who touches our business is of the utmost importance.
PRINCIPLES FOR FAIR DEALING
Stores must at all times deal fairly and lawfully. Fair and lawful dealing will be
understood as requiring both parties to conduct their trading relationships in good
faith, without distinction between formal and informal arrangements, without duress,
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
and in recognition of the other parties need for certainty as regards the risks and
costs of trading, particularly in relations to production, delivery and payment issues.
All dealings must be for the good of the companies, and no personal conflict of
interest can be allowed. Nothing in our Code restricts either organisation’s staff, from
working assertively, diligently, and honestly to make great commercial deals. We are
adamant though, that mutuality be part of these negotiations or arrangements.
7-Eleven internally has clear and precise levels of delegated authority for all
management, and expects these will be adhered to. If any supplier has a query on
these levels in a particular situation they are welcome to raise it with the contacts
below. No inducements should be offered to individuals to influence the commercial
terms of the trading relationship. 7-Eleven has an internal code of conduct for our
staff and management, and any acceptance of hospitality has to be appropriate and
reported on an internal gift registry.
DEALING WITH SUPPLIERS
Supplier Code of Conduct: 7-Eleven is a family owned business, and operates
through a franchise model in its branded stores. We have corporate values in our
internal dealing and with our franchisees, and we are keen to ensure that these
extend to our supplier partners. 7-Eleven is a significant and attractive trading
partner with strong systems and programs. We trust that suppliers will see these
benefits and would bring new opportunities to 7-Eleven first, and work with our
business to delight our customers.
Role of Supplier Agreement: Our Code of Conduct relies on a strong Supplier
Agreement to be in place between 7-Eleven and the supplier. This process typically
takes place annually with some select suppliers having extended contracts.
7-Eleven completes all financial transactions with franchisees through a Franchise
Agreement. No payments should be made direct to franchisees without 7-Eleven’s
express permission, and any rebates, prizes or payment in kind must be reported to
7-Eleven.
DISPUTE RESOLUTION
Should a concern or a dispute arise, 7-Eleven will always negotiate in good faith to
resolve the issue and we require the same from suppliers. Should a supplier be
concerned about any actions or activities from 7-Eleven staff or management that
may infringe this code, we would request immediate contact to 7-Eleven Head Office
FURTHER INFORMATION ON THE CASE ORGANISATION
The list below includes additional information about the business/enterprise that
includes Australian packaging covenant, 7-Eleven’s media advertisements,
marketing offers, media centre for promotions and marketing communications, brand
specific strategies, wage issues and scandals, and some details. These details might
be necessary when developing the e-marketing plan and communication plan for the
organisation.
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
 Australian Packaging Covenant: http://www.7eleven.com.au/packaging-covenant
 Media Advertisements: http://www.7eleven.com.au/our-videos
 Offers: http://www.7eleven.com.au/our-offers
 Organisational media centre: http://www.7eleven.com.au/media-centre
 Branding the Slurpee: http://www.afrbiz.com.au/case-studies/7-eleven-
revitalising-the-slurpee-brand.html
 7-Eleven Australia official FaceBook page:
https://www.facebook.com/7ElevenAustralia/
 7-Eleven Wage Scandal: http://www.smh.com.au/business/retail/7elevens-wage-
fraud-sparks-170-billion-blow-back-20160826-gr264h.html
 FAIRWORK statement in regards to wage issue:
https://www.fairwork.gov.au/about-us/news-and-media-releases/2016-media-
releases/april-2016/20160409-7-eleven-presser
 Why 7-Eleven is Australia’s second largest private company:
http://nowcommsgroup.com/why-7-eleven-is-australias-second-largest-private-
company/
CONTEXT, PROBLEM SCENARIO & ASSESSMENT REQUIREMENTS:
You are appointed as a Marketing Manager of “Branding and Advertisement”
department at 7-Eleven Australia. As a Marketing Manager you are expected to
coordinate/conduct media & advertising research. You are also required to assess
the need for advertising ONE selected product out of the range of products of 7-
Eleven Australia.
After doing your research and analysing the need for advertising, develop a media
plan/advertising campaign. The total budget given to you by the organisation is
$200,000 AUD and you need to effectively allocate the budget in essential areas of
your media plan and research operation.
To complete this task you will need to acquire some organisational information to
conduct some analysis for both executing the media plan and coordinating the
advertising research. You will find some organisational information above in the
given case. In addition, the brief also includes several links to organisational product,
policies, offers and other relevant data.
You will be required to use the Media Plan template/structure as provided next to
develop a Media Plan. Marking criteria and weights for each section of the plan are
also provided within the structure.
The detailed template that includes the table of contents, executive summary, body
of the plan and appendix follows after the structure.
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
STRUCTURE, TEMPLATE AND MARKING CRITERIA FOR MEDIA RESEARCH &
ADVERTISEMENT PLAN
PERFORMANCE & KNOWLEDGE EVIDENCE S NS N/A
To complete the Assessment requirements effectively, the individual must:
Executive Summary ( 3 marks) ☐ ☐ ☐
Table of Content (2 marks)
A Research Proposal with research methodologies. (5 marks) ☐ ☐ ☐
Prepare Research Brief. (5 marks) ☐ ☐ ☐
Media Requirements for Advertising (5 marks) ☐ ☐ ☐
Action plan Schedule for both research and media plan - Timeline (3
marks) ☐ ☐ ☐
Target Market and Demographics (4 marks) ☐ ☐ ☐
Discuss your advertising campaign concept and goals (5 marks) ☐ ☐ ☐
Media Vehicles chosen and justification for each (5 marks) ☐ ☐ ☐
Costing and Budget (3 marks) ☐ ☐ ☐
Legal and Ethical Requirements ( 3 marks) ☐ ☐ ☐
Monitoring Strategy ( 3 marks) ☐ ☐ ☐
Assess Effectiveness of Media Vehicles Chosen ( 2 marks) ☐ ☐ ☐
All sources are referenced consistently and comprehensively using the
APA referencing system as prescribed in the subject description/outline
(1 Mark) ☐ ☐ ☐
Appendix ( 1 marks)
THE OVERALL PERFORMANCE WAS COMPETENT NOT YET COMPETENT
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
ASSESSMENT TEMPLATE
EXECUTIVE SUMMARY
Provide an executive summary of at least 300 words.
The summary should include:
 Overview of the organisation in your own words
 The product or service you have selected for your media plan
 The scope of the report (talk about the research and the media plan)
Overview of the Organization
The 7 eleven stores Pty Limited is a private company which is owned by the Withers
and Barlow family. The organization has a license to operate and franchise around
7eleven stores in Australia from the US based giant 7eleven Inc. The 7 eleven stores
were first opened in Australia around 1977 and currently there exist around 630
stores of the 7 eleven stores in Victoria, New South Wales and Western Australia.
Currently, the firm has conducted more than 190 million transactions in a year and
has served around six customers per second which has assisted them to generate
sales of around $3.6 billion.
The product or service selected for the media plan
The chosen product for the particular media plan has been chosen as the Krispy
Kreme’ which is sold by 7 eleven stores at a considerably economic price.
The scope of the report
The given report highlights the overall strategic marketing plan of the organization for
the chosen product, the Krispy Kreme and will provide the action plan and cost and
budgeting for the same.
TABLE OF CONTENTS PAGES
1. Executive Summary
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
2. Give a Research Proposal with research methodologies
3. Prepare Research Brief
4. Media Requirements for Advertising
5. Action plan Schedule for both research and media plan - Timeline
6. Target Market and Demographics
7. Discuss your advertising campaign concept and goals
8. Media Vehicles chosen and justification for each
9. Costing and Budget
10. Legal and Ethical Requirements
11. Monitoring Strategy
12. Assess Effectiveness of Media Vehicles Chosen
13. Sources & References
14. Appendix
15. Links to templates & resources
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
GIVE A RESEARCH PROPOSAL WITH RESEARCH METHODOLOGIES
 Mention the appropriate techniques to identify advertising research requirements
for a product or service.
 What is the purpose of this research and what is your research topic
 Importance of the research/ need for the research
 Talk about the research methodology (i.e: Your primary and Secondary
Research)
TECHNIQUES:
The research techniques which will be used for the purpose of the Product can be
stated to as follows:
Business reviews and journals- This will be utilised in order to understand the overall
appropriate target market for the product.
Newspaper magazines- The newspaper research will also be carried out in order to
gain an idea of the crowd and their tastes
Online surveys: Certain companies could also conduct online surveys with the help
of which they would be successfully able to understand the needs of the crowd and
the general audience.
PURPOSE OF THE RESEARCH:
The purpose of the research is as follows:
To gain an idea about the overall performance of the firm.
To gain an idea about the target market and their related tastes
To gain an idea about the techniques of advertising which will be useful to increase
the consumer demand for the Krispy Kreme.
IMPORTANCE OF THE RESEARCH:
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
The research can be stated to be relatively important in the sense that it will assist
the firm in understanding the overall target audience and the related aspects which
will go a long way in helping them to sell the particular product in the market. In
addition to this, the research will also assist the different managers of the company
in gaining a comprehensive idea about the fact whether their products will be
successful in the long run or not.
RESEARCH METHODS:
The research methods which will be used for the purpose of the research will be the
mixed research approach with respect to which a combination of the primary
research as well as the secondary research will be used.
PREPARE RESEARCH BRIEF
Prepare research brief specifying the following:
 Objectives, methods, budget, time, schedule, reporting and human resource
requirements for an advertising campaign
Objectives:
1. To make Krispy Kreme a popular product
2. To ensure higher sales for the brand
3. To engage in ensuring that the firm is successful in long run.
4. To build brand loyalty.
Methods
The methods which will be adopted for the advertising campaign can be stated to
be as flows:
1. Direct marketing
2. Newspaper advertising
3. Social media advertising
4. Campaigns and workshops
Budget
$200,000 AUD
Time
3 Months
Schedule
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018

BSBADV503 Coordinate advertising research
BSBADV507 Develop a media plan
V1.0
The schedule of the advertising campaign follows a systematic format which
means that, the firm will be launching one marketing activity in one week and the
response of these activities will be measured against the set targets for the same.
Reporting
The reporting will be done on a weekly basis which will go a long way in ensuring
that the firm is successfully able to attain success with respect to the overall
operations of the firm.
Human resource requirements
The Human resource requirements of the firm can be stated to be as follows:
5 marketing personnel’s
4 campaign designers
2 Financial Analysts
2 managers
Trainer Subject Resource BSBADV503 & BSBADV507 (Cluster) Author: © Reece Thomas, 2018