BSBADV602 Develop Advertising Campaign: Bounce Fitness Case Study

This case study focuses on developing an advertising campaign for Bounce Fitness, a company providing wellness programs to corporations. The assignment requires defining campaign objectives based on Bounce Fitness's marketing plan, ensuring feasibility, and considering relevant legislation and ethical considerations. It also involves preparing an advertising budget and schedule for proposed advertising activities. The case study uses the Bounce Fitness Simulated Business Corporate Marketing Plan and covers aspects such as the company's vision, target market, unique selling propositions, and marketing objectives, including increasing revenue and market penetration. The analysis also includes pricing strategies and the importance of preventive health services to reduce corporate healthcare costs. Desklib offers a wide range of solved assignments and past papers for students.

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 Centres will serve the community with quality, comprehensive, unique, and distinctive health
programs and services. The employee team will expand upon the preventive services while
improving the quality of life among participants through health and fitness services utilising state
of the art equipment and practices.
1.1.
2
Target market of the business
Geographic Corporations in city centres of Brisbane, Sydney and Melbourne.
Demographic
51%:49% male : female.
The individual income range is $38,000-$75,000.
67% of the customers are single, 33% are married.
For the manufacturing customers, 43% have some undergraduate course work.
For the corporate customers, 83% have some undergraduate course work, 16% have
undertaken graduate course work.
Behavioral
Realize the importance of physical fitness
Are active participants in any sort of exercising regime on a daily/weekly basis
Are willing to employ the perquisites offered by their employer in the course of employment.
1.1.
3
The business’ unique
selling propositions
Bounce fitness will provide each employee of every company with a solution uniquely suited to
their specific needs.
1.1.
4 Marketing objectives
1. Increase the revenue/sales of the bounce fitness corporation by at least 10% in
the upcoming year as compared to current year.
2. Increase market penetration every quarter
3. Uphold the image of bounce fitness corporation as the provider of quality fitness
schemes and indulger of wellness of its clientele.
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1.1.5
Advertising
brief review
(based on the
company’s
marketing mix)
P r i c i n g :
P r i c e s f o r u s i n g C o r p o r a t e F i t n e s s ’ s s e r v i c e s c a n b e c o m p a r e d w i t h
h i g h e r - e n d f i t n e s s c e n t r e s . A n e m p l o y e e e m p l o y i n g t h e s e r v i c e s o f a
B o u n c e F i t n e s s c e n t r e w i l n e e d p a y a $ 1 0 0 p e r m o n t h . F o r e a c h e m p l o y e e
w h o i s a p a r t o f t h e g e n e r a l w e l l n e s s p r o g r a m , r e g a r d l e s s o f w h e t h e r o r n o t
t h e y u s e t h e f i t n e s s f a c i l i t y , t h e e m p l o y e r w i l l p a y $ 1 5 0 p e r y e a r . T h e
p r i c e s r e v e r b e r a t e t h e q u a l i t y o f s e r v i c e s p r o v i d e d b y b o u n c e f i t n e s s
c o r p o r a t i o n .
D i s t r i b u t i o n :
Distribution of services will occur both at the company’s worksite as well as at Bounce
Fitness’s facilities.
A d v e r t i s i n g a n d P r o m o t i o n : s a l e s b r o c h u r e s , p r i n t e d p a m p h l e t s ,
p r e s e n t a t i o n s , a d v e r t i s i n g i n i n d u s t r y r e l a t e d journals and newspapers and
a comprehensive website will be used.
C u s t o m e r S e r v i c e :
B o u n c e F i t n e s s w i l l f u n c t i o n o n t h e p r i n c i p l e t h a t i t i s e s s e n t i a l t o a c h i e v e
t o t a l c u s t o m e r s a t i s f a c t i o n f o r t h e b u s i n e s s t o b e s u c c e s s f u l .
1.1.6
Proposed new
creative
requirements
Providing Marketing services to various companies and individuals.
Recruiting experienced companies and individuals
Commitment and hard work of the founder as well as employees
Raising productivity
Lowering overall costs including operational costs.
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1.1.7
Illustrate a
creative
artwork for an
advertisement
poster for
Bounce Fitness
that would
focus on one of
its advertising
campaign
objective
(Increase
market
penetration
every quarter)
to ensure
positive
consumer
responses.
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1.1.8
Provide a rationale
on how the artwork
would be able to
enlist a positive
consumer response
The artwork would be able to penetrate the market efficiently as it emphasizes the
importance of fitness and health care in improving workplace performance and providing
a solution which not only helps the customer to increase efficiency by using state of the
art equipments but does so at a price which is easily affordable by them .
1.1.9
Provide a brief
justification on how
it would meet ACMA
regulatory
requirements
The ACMA works closely with relevant industries to achieve active self-regulation while
ensuring industry compliance with licence conditions, codes and standards. The artwork
aims at not breaching any of the conditions laid down by the ACMA, thus ensuring
compliance.
1.1.10
Provide a brief
justification on how
it would meet ACCC
regulatory
requirements
ACCCs mandate is to protect consumer rights, business rights and obligations, perform
industry regulation and price monitoring and prevent illegal anti-competitive behavior. It
prohibits false or misleading statements in business and thus to meet with such
regulatory requirements, the artwork refrains from projecting anything that may violate
such rules.
1.1.11
Provide a brief
justification on how
it would meet ethical
(social and cultural)
requirements
Information on the targeted audience may include lifestyle, attitude, demographics, social
factors, etc. Also ethical consideration in advertisement brief may include some code of
practice issued by some legal authorities. In order to make advertising campaign
effective all these need to be included.
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 Exemplary performance by Bounce Fitness as it is able to
achieve its sales target.
Marketing expenses $24,600 $73,818
The expenses actually incurred for marketing are significantly
higher than what was forecasted. The amount spent on
marketing is 13.6% of sales as opposed to the forecast of 4.5%
of sales implying mismanagement of funds.
Website development $19,450 $17,300 The money spent on website development is actually less than
what was forecasted entailing optimum utilization of funds.
Success with target segment
last 3 months 103 151 Bounce Fitness has exceeded expectation with regards to
acquiring and retaining customers.
Success with communication strategy
Pamphlet 52 6
Pamphlets are not able to meet with the desired goal which
indicates a number of things, being in the digital age these are
often overlooked and have been branded as old fashioned, and
thus may fail to attract customer attention.
Website 47 78
Website has gloriously surpassed its aim and delivered a better
performance indicating the acceptance of digital means of
advertising in the customer group and better reach among them.
Facebook ad 12 36
Similarly, facebook is a platform which has a greater reach than
most of the other social media platforms as indicated by the
tremendous positive response.
YouTube 32 21
The forecast isn’t able to match with the actual figure indicating
that you tube marketing has a no guarantee outcome as the
facility is free. Moreover the add might not be properly designed
or set up.
Special offers 8 6
Special offers provide no guarantee as to their acceptance by
various consumer groups because of its relatively general nature.
It is not crafted for anyone’s particular need and thus its
performance is relatively good.
Total 151 147
Conclusively, various communication strategies are relatively
successful as the forecasted and actual figures have only a slight
margin of difference.
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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).
The primary objective of bounce fitness is to provide its customers with quality
services but at a more reasonable price than its competitors all the while
increasing its market penetration by setting up quarterly goals and increasing the
sales on an annual basis. The well defined objectives are the beacon that guides
bounce fitness towards achieving its vision. The campaign objectives will focus
on the quality of equipments, staff and centers, all the while emphasizing the add
on benefits of various holistic disciplines with its focal point being the corporate
sector
Measurable - are your objectives able to be
measured?
(Refer to Business Plan).
Bounce fitness is advertising in various lifestyles magazines. These magazines
will run a $250 per month, per centre half page add in their weekly or monthly
publication depending on the frequency of such publication. After the initial
period of 6 months, a $350 per month, per centre full page add will be
considered as well.
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) 35%
Sydney 30%
Melbourne 20%
Brisbane 15%
Realistic – do you have the resources and
knowledge available to achieve the campaign
objectives?
Based on the performance metrics of the company in Q2, it is observed that
these attainment is possible.
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
(Based on expected revenue of $594,946/- after including an increase of 10%)
1 $140,000
2 $148,550
3 $150,100
4 $156,296
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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?
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Types of market
research
Discuss the various market research rationale to enable Bounce Fitness to understand what is
needed for its advertising campaign
Marketing research
Market Research refers to a process of aggregating or assembling information about the target
market and the target customers. The main role of market research is to provide a corporation with an
in-depth view of the customers or consumers in order to understand and thus fulfill the needs of the
consumers. The process of market research is a must to be able to compete with other corporations
which are in the same industry and helps to analyze things like market size, competition and market
needs .Market research makes use of analytical and statistical techniques and methods to gather and
interpret information in an organized fashion. Marketing research also involves surveying the market
and thus identifying the needs of customers. It is a very important procedure as the company needs
to know the requirements of their customers in order to serve them better and provide solutions.
Attitude surveys
With a precise and straightforward questionnaire, a sample group which is a representation of the
actual market, can be analysed. Larger samples guarantee better and more accurate results. In-
person surveys are one-on-one, personal interviews usually conducted in locations with higher
movement of population such as shopping mall. Online surveys usually generate unpredictable
response rates and unreliable data, because you have no control over the pool of respondents. An
online survey is a less costlier and simple way to collect evidence and gather customer opinions and
preferences.
Secondary research
Secondary research is simply the act of usingt existing research and data. Secondary data can be
census data (more reliable) and data from other published journals, social media, etc. The primary
advantage of secondary research is that is it usually free and can be acquired easily and without any
delay.
Focus group interviews
In focus groups, a moderator uses a scripted series of questions or topics to lead a discussion among
a group of people. These sessions take place at neutral locations, usually at facilities with videotaping
equipment and an observation room with one-way mirrors. A focus group usually lasts one to two
hours, and it takes at least three groups to get balanced results.
Observation
Individual responses to surveys and focus groups do not sometimes match with people’s actual
behavior. When consumers or customers are observed from a distance regarding their reaction and
usage of products, more accurate and real results can be obtained. This gives you a more accurate
picture of customers’ shopping patterns.
Mystery shoppers
As the name suggests, this process of market research involves hiring a regular person to go into the
establishment and pretend to be a regular customer. They will then report on various aspects, such
as store cleanliness, politeness of staff, etc.
Site audits The situation on the worksites and establishment offices is analyzed and reports prepared as to the
conditions and environment relating to the site of operations.
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