BSBADV509: Student Assessment Workbook - Print Media Advertisements

This student assessment workbook for BSBADV509 focuses on creating mass print media advertisements. It includes two assessment events: knowledge questions covering the advertising industry's operating environment, principles, purposes, consumer behavior, advertising approaches, relevant legislation, codes of practice, national standards, and ethical principles; and a simulation task where the student, acting as a freelancer, designs three print advertisements (newspaper, magazine, and outdoor bulletin) for a digital marketing agency's client, Buscon, based on a provided creative brief. The workbook provides resources like the creative brief, logo files, and print-ad policies to guide the student through the simulation tasks, ensuring the creation of effective print advertisements aligned with industry standards and ethical considerations. The assessment evaluates the student's understanding of advertising concepts, their ability to apply these concepts in practical design tasks, and their awareness of relevant regulations and ethical guidelines.

Student Assessment Workbook
BSBADV509
Create Mass Print Media Advertisements

1. Assessment Information
Welcome to your Student Assessment Workbook for BSBADV509 Create Mass Print Media
Advertisements.
This Workbook is where you will write all your responses for the knowledge questions and simulation tasks.
Please refer to the Student Assessment Guide for more information.
This assessment has the following two events:
Assessment Event 1 – Knowledge Questions
There are six questions that will provide us with the evidence of your general knowledge of principles and
concepts relevant to the advertising and the industry.
Assessment Event 2 – Simulation: Buscon
You will complete a number of tasks that will provide us the evidence of your skills with creating three
print advertisements including a newspaper, magazine, and an outdoor bulletin based on the requirements
provided in a creative brief. These tasks will be based on your role of a freelancer Advertising Designer
hired by a simulated organisation named DigiGeek, a full-stack digital marketing agency assisting a client
initiative for a business management consulting firm, Buscon.
To complete the Simulation, you will need to refer to the following resources:
Creative Brief Provides you with the requirements of the print advertisements. You will use this
document throughout Assessment Event 2 to create the three print advertisements
in alignment with these specifications.
Logo Folder Contains the client’s brand logo in .ai, .eps., and .png formats. You will use the
logo when creating your three print advertisements in Task 2.
Print-Ad Policy
and Procedures
Organisational policies and procedures related to creating print advertisements.
You will abide by these organisational requirements during the lifecycle of the
simulation.
Please note that your responses for both assessment events can (where appropriate) use dot point format. See
below for an example of a dot point response and a full sentence response:
Dot point format Presentation Plan includes the following:
 outcomes
 needs of the audience
 context.
Full sentence format When you are preparing for a Presentation, there are a number of tasks that
must be carried out. These are; listing the outcomes that you want to achieve,
followed by the identification of the needs of your audience. Etc.
To Achieve Competence
To be deemed competent for this unit, you will need to meet the following requirements:
 complete all of the questions and tasks listed in this Student Assessment Workbook
 meet all the requirements listed in the Student Assessment Guide
 your responses to the questions and tasks must be relevant, accurate and specific
 submit your completed Student Assessment Workbook to your Assessor within the set timeframes
 your work must be in your own words
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 where you use an external source of information, you must provide citation.
2. Pre-assessment Checklist
Your assessor will go through the assessment for this unit, BSBADV509 Create Mass Print Media
Advertisements. It is important that you understand this assessment before taking on the questions and tasks.
To confirm that you have been given this overview, we ask you to complete the following Pre-Assessment
Checklist.
You are required to carefully read each checklist item provided below and tick either ‘Y’ to confirm your
understanding or ‘N’ if you disagree. In case you disagree with an item, please provide your reason under
the ‘Comments’ column.
When you have done this, we ask you to sign this Pre-Assessment Checklist. This acknowledges that your
Trainer/Assessor has discussed all of the information with you prior to undertaking this assessment.
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Pre – assessment Checklist
C
o
m
m
e
n
t
s
Y   N I, the student, understand the purpose of the assessment.
Y   N
I understand when and where the assessment will occur, who
will assess and in what format the assessment will be
submitted.
Y   N I understand the methods of assessment.
Y   N I understand what resources are required to complete this
assessment.
Y   N I understand the performance level required for each
assessment event.
Y   N
I understand that it must be my own work. I have been
explained and understand the serious consequences in case this
work is found plagiarised.
Y   N I understand the process if I am deemed not yet competent.
Y   N I understand the feedback process and the appeals process.
Y   N The assessor has discussed with me if I have any special needs
and if so what arrangements have been made.

3. Assessment Event 1 – Knowledge Questions
The information contained in this assessment event lists the questions that you will need to develop a written
response. These questions are theoretical and provide evidence of your understanding of concepts relevant to
advertising industry.
Note you must answer these questions in your own words. Remember, you must get a satisfactory result
with each question to be deemed satisfactory for the whole of Assessment Event 1.
4. Question 1
Outline key features of the advertising industry in terms of operating environment, services, products, and
organisational structure.
 An advertisement industry is changes its trends by analysing the environment within a market and
also provides the same services to their customers. As advertisement is the speedy medium of
communication and its operational area are also very fast which easily reached to vast people.
 Advertising industry offers variety of products and services such that display ads, outdoor
advertising, radio and podcast and direct mail, product placement and email marketing.
 The organisational structure of the company is hierarchical structure in which all the roles and
responsibilities are clearly defined to each and every person so that they all help to meet the aim and
objectives.
5. Question 2
Explain principles and purposes of advertising.
Purpose: the purpose of advertising is to inform or create awareness of brands, products, services
and ideas to others. Further, its main purpose is to inform the customers about the products and services in
order to enhance the image of company and also creates a need for a products as well.
Principles:
 Attention: The advertisement main principle is to seek the attention of many customers and draw
their attention towards the advertisement. Am effective advertisement is interesting and also
informative which helps to stay in customer's mind after they moved on.
 Advertise at right place: there are many places of advertisement and it depends upon the products
and services to choose the best advertising platform which is relevant to the audience. For instance,
when a MNC introduce new products, they uses social media and print advertisement for their
promotion.
 Appeal to emotion and reason: An advertisement must contain a reason so that people also
understand the purpose and then use advertisement.
 Focus on frequency: Most people ignore advertisement and customers typically need to expose
message around three times. That is why, advertising should be done to encourage sales.
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 Coordinate the advertising efforts: In order to increase customer awareness about a product, there
is a need to make coordination so that each advertisement clearly reflect the company and motive of
advertisement.
6. Question 3
Using the table below, outline each of the five principles of consumer behaviour (PCB), and for each one,
provide an example of how it influences buying behaviour.
Insert your responses into the tables below:
PCB Explanation of principle Examples on buyer behaviour
Cultural
It is the set of beliefs, perceptions, wants
and behaviour learned by the society from
family and other institution.
People strongly believe their culture and as a
result, they are easily influence to buy the
products which belongs to their culture . For
instance,Taiwan culture did not wear green
colour because it means that they are
unfaithful.
Social
It means a group and family who prefer to
buy the product and other people also do
the same. Further, words to words
advertisement is also used in this.
For example, if the family buy a specific
product, then their children also purchase the
same because of influencing social factor.
Moreover, some family member state that the
product is good then other buy the same
because of reference.
Personal
It is person's age, life cycle stage, person
occupation and economic situation.
Chief executive of Barnes & Noble, of the
nation's leading bookseller, notes that people
buy books in order to support their self-
image.
Psychologic
al It is a motivation, perception, learnings
and beliefs of a person.
Brand always Provide the good quality to
their customers and it is a strong belief of
customers.
Situational Customers are not prepared by mind and
they are not intentionally go to buy a
product. Thus, unexpected events are
happen.
When people go for a window shopping in
mall, they definitely buy some product.
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7. Question 4
Outline range of available advertising approaches for different markets.
 Newspaper: Used to promote the business to a wide range of customers and this display the ads
which are places throughout a paper under listing headings.
 Magazine: It helps to attract women (interest group) and trade (Hospitality). This approach did not
serve small area because its cost is high for a firm.
 Radio: It is a great way to reach wide range of audience and the method is also helps to attract new
customers but due to its sound limitation, many customer find it difficult to heard.
 Television: Best way to attract range of customers and also convince people to buy the products at
international level.
 Direct mail: It helps to reach the people who belongs to limited area and it is a personal approach in
which a personal may select the audience and make plan the timing that suits on business.
 Online: best cost effective way that helps to attract new customers mostly. And it is suit to business
in which they promote the products and service by using social media sites such as blogs and search
engines.
8. Question 5
Using the tables below, identify and explain key provisions of relevant legislation, codes of practice, and
national standards affecting business operations in the advertising industry.
Insert your responses into the tables below:
Legislations Key Provisions
Spam Act 2003 To regulate the commercial e-mail and other types of
commercial electronic.
Competition and Consumer Act, 2010 Which helps to promote the competition and also prohibits the
misuse o market power and also promotes the fair trading and
provides protection to consumers.
Privacy Act, 1988 It outline the legal obligation with respect to collection and
disclosure of personal information or the business.
Social Media Act It is the law that made to protect the customer to use any
misuse content and also make alert to people to use any
irrelevant content.
Codes and Standards Key Provisions
AANA code of ethics This is designed to meet the future evolution of advertising and
marketing communication through any medium
AANA code for marketing and
advertising communication to
children
This code make sure that advertising and marketing
communication by met prevailing community standards.
AANA Wagering Advertising &
This is used to make sure that advertisement and marketers
develop and maintain good sense of social responsibilities in
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Marketing Communications Code advertisement.
9. Question 6
Identify ethical principles relevant to advertising industry.
 The advertising should share the common objectives of truth and high ethical standards to serve in
public. Thus, it means that industry should met the standard of truth and accuracy.
 Advertisement should have an obligation to exercise the highest personal ethics in creation of
commercial information.
 Advertisement should avoid the consumer confusion and mistrust and maintain transparency with the
customers as well.
 It should not mislead the information and mistreat the person especially alcohol and drugs,
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10. Assessment Event 2: Buscon Simulation
In this simulation, you will undertake a number of tasks associated with creating three print advertisements
including a newspaper, magazine, and an outdoor billboard. The focus is on creating these print ads that will
help Buscon (the simulation organisation) to effectively promote its brand message as required.
11. Task 1: Interpret Creative Brief
In this task, you will review the Creative Brief, then conceptualise the creative context and lay the
groundwork for the creation of the three print ads. Once you complete your review, you will then meet with
the client to seek approval before commencing work.
12.1.1 Determine central idea and techniques
The central idea to present the advertisement is to create awareness of the event and maximise the
attendance for the new application launch by Buscon group. As the main idea of generating the objective is
to grow Buscon group and drive traffic to the business and also provide additional service to potential and
current customers. The technique used to promote the event is Magazine, newspaper and outdoor.
13.1.2 Identify and check content and supporting information for accuracy and
completeness
For accuracy, make sure that the font size and content of the advertisement should be easy and readable
form, the presentation style should be impressive. Further, its main client’s customer base is comprised of
start-ups and SME with the different profile for target attendees. Moreover, this reason of organising the
event should be clear and specific so that range of customer involve within the event.
14.1.3 Develop the Ad Creation Plan
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15.1.4 Meet with the Creative Director
While conducting an event, there are many changes which a creative director suggest such that, make
sure that the font size of the content should not be small such that it must be in a readable form. Further, they
also suggest to add content in the advertisement so that it will help to let people know about this. Therefore,
these small chances are also added on the advertisement.
16.1.5 Identify legal and ethical constraints
 Misleading claim in an advertisement is involves the claim about the quality of product and the
availability of the services and any exclusion on a good. Make sure that the advertisement did not
make any confusion among customer mindset.
 There are so many distributions of marketing and as a result, sometimes it may create controversial
area of marketing and there should be proper information should be given to the customers.
 There should not be a clear presentation of the advertisement so that there should not be any
confusion related to an event.
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17. Task 2: Create Mass Print Media Advertisements
In this task, you will determine suitable elements for designing and creating the three print ads. You will
then create the three print ads in accordance to the requirements of the Creative Brief and DigiGeek Style
Guide. Finally, you will submit the draft to the Creative Director for review and then make the necessary
refinements as required to finalise ad creation process.
18.2.1 Determine the elements of print advertisements
 the font size of the advertisement should be in a readable form
 the key message of the advertisement should true and transparent.
 The advertisement image should be attractive and attention seeker.
 There must be a target audience set for the advertisement so that it will be help to create awareness
for a business.
 The main motive to implement the event should be clear so that it will help to understand the main
purpose of organising the event.
 The time, schedule and budget for this event should be clear and make sure that the event is met with
the define aim and objectives.
19.2.2 Create the print ads
Newspaper Advertisement
Magazine Advertisement
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Outdoor Advertisement
20.2.3 Revise and finalise the print ads
Revise your draft versions in accordance to the feedback received.
Attach the final versions to your Student Assessment Workbook.
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