BSBADV503 Coordinate Advertising Research: Tasks and Findings

This document presents a student's comprehensive responses to a BSBADV503 assignment focused on coordinating advertising research. The assignment requires the student to assess advertising research requirements, select appropriate research methods, and utilize research findings to inform advertising strategies. Task A involves analyzing consumer, product, and market information to identify research needs, assessing creative concepts and media options, and considering legal, ethical, and cultural factors. Task B focuses on selecting research methods, confirming budgets and timeframes, and preparing a research brief. Task C involves analyzing research results, adjusting advertising strategies, budgets, and timelines, and revising strategies to meet legal and ethical requirements. The student provides detailed explanations, justifications, and examples throughout the tasks, demonstrating an understanding of various research techniques, including primary and secondary research methods, pre-test advertising methods, and the application of statistical and critical analysis techniques to interpret data and make informed decisions about advertising campaigns. The assignment covers various aspects of advertising research, from consumer behavior analysis and concept testing to media research and ethical considerations.

Assessment Task 1 BSBADV503 Coordinate advertising research
Assess advertising research
requirements
Submission details
The assessment task is due on the date specified by your assessor. Any variations
to this arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See specifications
below
for details.
Performance objective
The candidate will demonstrate the ability to assess the advertising research
requirements for a product and/or service of their organisation.
Assessment description
In response to the given scenario, you are required to assess advertising research
requirements and select the most optimum research method/s. You need to
complete both the tasks.
Procedure
1. Read the scenario provided in Appendix 1. Ask your trainer/assessor if there is
any confusion or if you do not understand any issue given in the scenario.
2. You are then required to assess the advertising research requirements based
on the given scenario.
3. Analyse various research method options that are possible.
4. Select the most suited option
5. Justify the reason for your selection.
6. Utilise the advertising research findings.
7. Submit all documents as mentioned for both tasks. Ensure you keep a copy of
all work submitted for your records.

Assessment Task 1 BSBADV503 Coordinate advertising research
Specifications
You must:
● meet with your assessor if there is any confusion and if you need more clarity
regarding the given scenario.
● complete all three tasks A, B and C.
● submit your assessment by the date specified by your assessor.
Your assessor will be looking for your ability to:
● assess need for media research and testing
● select and assess appropriate techniques to identify advertising research
requirements for a product or service
● prepare research brief specifying objectives, methods, budget, time, schedule,
reporting and human resource requirements for an advertising campaign
● locate and analyse legal and ethical requirements.
Adjustment for distance-based learners
● No variation of the task is required.
● Documentation can be submitted electronically or posted in the mail.

Assessment Task 1 BSBADV503 Coordinate advertising research
Appendix 1 –Scenario
As a new small business owner, you have a need to train your staff
and produce a series of written documents explaining all the
business responsibilities and your interpretations of those activities.
To do this you plan to develop a comprehensive induction process
talks supported by instructional word documents.
For the first part of this process you have considered that about 450 -
500 words for each separate point for each individual task would be a
sufficient piece of information. Your information can be self-developed
or transferred from industry standards or other sources with
appropriate referencing/acknowledgement.
Task A – Assess advertising research requirements
1. Analyse information about consumer, product and market environment to
identify and justify need for further research
2. Assess creative concepts to determine and justify need for concept testing
3. Assess media options and scheduling to determine and substantiate need
for media research
4. Identify and assess legal, ethical and cultural considerations for advertising
research to determine their impact on research methods
Task B – Select research method/s
1. Confirm research budget and timeframe in selecting appropriate research
method/s
2. Assess capacity of primary and secondary research methods to provide
required information
3. Select pre-test advertising method/s most likely to provide required
information on time and within budget
4. Prepare research brief specifying research objectives and method/s, budget,
time, schedule and reporting requirements

Assessment Task 1 BSBADV503 Coordinate advertising research
Task C – Utilise advertising research findings
1. Analyse research results using appropriate techniques to identify findings and
impact on advertising strategies, budgets and timelines
2. Adjust advertising strategies, budgets and timelines to reflect research
findings
3. Revise advertising strategies to meet legal and ethical requirements, and
requirements of advertise

Answers for Task 1:
Task A – Assess advertising research requirements
In order to analyze the information about the consumer of the product I will
need to analyze the buying behavior of the consumers that is to identify under
which buying behavior they are falling. The types of buying behavior are complex
buying behavior, dissonance or reducing buying behavior, habitual buying behavior
and variety seeing buying behavior. After analyzing this I will have to find out the
competitive factors and competitive advantages which are affecting them. After
segregating these information I will divide the demographics of the consumers
opting to use the product. Information for the product which are required to analyze
are the pricing of the product, problems and opportunities of the product, the
packaging and the brand image of the product which will stay into mind the mind of
the consumer. Environmental factors like the results of the past advertising of the
product. These things are required to explain the responsibilities of the new
trainees of the program.
Few of the concept testing requirement which are required to evaluate the
consumers reactions is the short product description to the customers which will
help the organization to analyze and assess the reaction of the customers when
they first have a look into the product. The drawing concepts are not much in use
these days but it will also help the consumers to get a review f the product and its
usage. Dummy advertisement will also help the consumers to know the product
touch and feel about the external description of the original product and gain an
idea of the product description.
Few of the media options which are required for the media research are :
1 Newspaper advertising will be able to promote the customers to a wide range of
customers. Displaying the advertisement in the newspaper and classification of the
specification of the product will help the customers to gain knowledge of the
product. Advertisement can be provided to the most selling newspaper in the
geographical area.
2. Magazine Advertisement will help the organization to reach the target market
very easily as because only the potential customers buy the products. Magazines
are tending to be people for a longer period of time because they are longer when
compared with the newspapers.
3. Social media – Providing the customers an advertisement in the social media
application will help the customers to understand the product very easily as
because most of the demographics of the target market use the Smartphone on a
daily basis.
T he legal ethical, and cultural considerations which has to be considered
when advertising are the codes of practice which are issued by the Advertising
federation of Australia , the Australian Communication and media Authority and the
Australian Performing Right Association. the Ethical considerations of the research
advertising includes the Commercial Radio Australia and Free TV Australia. The
cultural consideration which has to be kept in mind is the confidentiality of the data,
the cultural sensitivity of the data and maintaining privacy from the competitors.
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Task B – Select research method/s
Sources Week 1 Week 2 Week 3 Week 4 Cost
allocated
 Primary Research-
tude survey , Interview and Sampling
 $2,000
 Secondary Research –
blished government statistics , University
database, Cost analysis
and sales distribution
figures
 $2,600
 Appropriate techniques –
Application of statistical
methods, critical analysis,
thematical calculations
 $1,600
 Findings –
errelationships,
ues, Patterns and Trends.
 $3, 000
The capacity of the primary research and the
secondary research techniques are both described below
properly. The primary research techniques which will be used
over here will be more effective as because these techniques
of data collection are more effective when an organization is
launching a new product in the market. The techniques of
attitude survey, various types of experiments or market
testing of the on a specific segment of the market will help
the organization to understand the customer behavior. The
organization should go through proper observation, panel
research, various types of questionnaire sessions and
sampling of the survey in order to gain the knowledge from
the customers.
Few of the pre test advertising methods which are
used to get knowledge of the survey before budgeting the
thing are application of statistical methods, critical analysis of
the methods which are used previously. The mathematical
calculation of the cost and the time which is required in the
data. This will require a separate team who will be involved in
processing the data which is analyzed from the various types
of primary sources and secondary sources. After critical
analysis of the data the team will be able to represent the
data and calculate the overall cost of the project. The pretest
advertising methods which will be used in the method are the
attitude survey of the customers and the customers from the
target market. Group interview of the data and asking them
various types of questions will help them to asses’ pre test
advertisement method. Few of the pre test advertising
methods which will be used in the secondary research
methods are the governmental statistics data , data from the
chamber of commerce and cost assessment of the project.
The research brief specifying research objectives and method/s,
budget, time, schedule and reporting requirements is provided below :
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Research method Budget Time Schedule Requirements
Attitude survey $2,300 2 months Marketing Team Customer behavior
representing skills
Quota sampling $1,600 1.5 months Marketing Team Various types of
consumers from diverse
demographics
Panel research $1,000 3 months Marketing Team Research team
Government statistics $5, 000 2 months Legal Advisors Legal Requirement and
company policies
Task C – Utilize advertising research findings
T he application of statistical methods which will be helping the organization
to make various types of analysis on collection and interpretation of the
advertisement data that is collected by the teams. It will play a very crucial role in
every field of the human activity in processing and setting the advertisements and
developing the timeline and budget setting of the data. The statistical represents of
data will be numerically expressed facts in order to represent and speculate the
samples which are used for logical reasoning. This might also impact in delay of the
advertisement function.
The critical analysis technique which will be used in analyzing the
advertisement strategies will help to express the customers opinion or the
evaluation of the decision making behavior. the critical analysis will impacting the
research method by breaking down the research study into two- parts the customer
behaviors will be able to express it by reading and writing the customer behavior.
The organization can also use the Critical Discourse Analysis method or framework
to measure the advertisement impact on the customers. With this framework the
organization will be able to cover three different parts which are the description,
interpretation and explanation of the statistical data.
The organization can also use the reach and frequency of exposure of the
advertisement calculation method to
The adjustment of the advertising strategies, budgets and timelines which
will be able to reflect the research findings are:
Advertising strategies Budgets Timelines
1Communication Objectives $5,200 1 month
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2 Creative and media strategies $6,000 1.6 month
3 Identification of advertising purpose
and objectives
$5,600 5 month
4 Target audience strategies $6,300 6 month
Performance indicators
Information about the consumer, the product and the market environment
• Buyer behaviour
• Competitive advantage
• Competitive factors
• Demographics
• Distribution channels
• Economic, social and cultural factors
• Existing customers and their product usage
• Pricing
• Problems and opportunities facing the product
• Product and brand image
• Product brand
• Product characteristics
• Product packaging
• Results of past advertising for the product
• Target market
• Values or attitude factors
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Concept testing may include presenting material to evaluate consumer
reaction
• A short product description
• Drawing
• Dummy advertisement
Legal, ethical and cultural considerations
• Codes of practice such as those issued by:
• Advertising Federation of Australia
• Australian Communications and Media Authority
• Australian Competition and Consumer Commission
• Australian Performing Right Association
• Commercial Radio Australia
• Free TV Australia
• Confidentiality
• Cultural sensitivity
• Privacy
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Primary research may include carrying out original research to gather
information for a specific purpose
• Attitude surveys
• Experiments or market testing on a segment of the market
• Group interviews
• Indirect research such as depth or focus group interviews, projective
questioning, association tests
• Interviews (face-to-face and telephone)
• Observation
• Panel research
• Questionnaires
• Quota sampling
• Retail audits to determine brand share
• Sampling
• Specialized research e.g. 'Mystery shoppers'
• Surveys
Secondary research
• Data that has already been collected by external sources such as:
• Published government statistics
• Polls published by advertising and media companies
• Chamber of commerce data
• University databases
• Data held by research organisations
• Data that has been collected by internal company sources such as:
• Sales or distribution figures
• Financial information
• Cost analyses
Appropriate techniques
• Application of statistical methods
• Critical analysis
• Mathematical calculations
Findings
• Facts
• Interrelationships
• Issues
• Patterns
• Trends
Advertising strategies
• Communication objectives
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• Creative and media strategies
• Identification of advertising purpose and objectives
• Target audience strategies
Legal and ethical requirements
• Codes of practice
• Cultural expectations and influences
• Ethical principles
• Legislation
• Policies and guidelines
• Regulations
• Social responsibilities such as protection of children, environmental issues
• Societal expectations
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