BSBADV507 Develop a Media Plan Assessment

Activity 1B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to analyse product market factors to determine reach and frequency requirements of advertising media selected
Activity To determine reach and frequency, it is important that you determine the product market factors. Using the product that was used to answer the questions in Assessment Activity 1A, choose the product factors and discuss the reason for the decision by answering the following questions:

Is your product convenient, differentiated, undifferentiated, established etc?

What level of involvement would your customer have? Explain why you chose this level of involvement.

What impact do you feel that the level of involvement will have on reach and frequency of advertisement?

Activity 1C
Estimated Time 15 Minutes
Objective To provide you with an opportunity to analyse creative requirements of advertising message and determine media implications.
Activity What is the aim of a creative brief?
What are the requirements of the creative brief?

Choose three creative requirements and explain them in your own words. Give an example of a time when you would use each?

Activity 1D
Estimated Time 15 Minutes
Objective To provide you with an opportunity to identify media merchandising requirements from the advertising brief.
Activity What is the connection between the advertising brief and the media merchandising requirements?
You are going to develop media requirements for a computer (Use a computer that you are familiar with). Choose three media from Appendix No.2 that you believe are appropriate.

Complete a media evaluation of the three types of media vehicles and choose one media as your primary media? Make sure you clearly explain why you chose that media.

Activity 1E
Estimated Time 15 Minutes
Objective To provide you with an opportunity to confirm media budget and identify legal and voluntary constraints.
Activity When you are allocated a budget, what should you consider?
You have allocated a commercial into a children’s television time slot for adult makeup. Using your knowledge of legal and voluntary constraints, do you believe that this is considered ethical?

Activity 2A
Estimated Time 15 Minutes
Objective To provide you with an opportunity to weigh up relative merits of identified media vehicle alternatives, taking past media performance into account.
Activity Using Appendix Number Two reflect on the different merits of the media alternatives. Choose four that you are unfamiliar with. Discuss and compare them in terms of merits.

You should also consider what impact past media performance would play if you were to use these media vehicles. Would the change in trends have an impact on the viability of the media vehicle in the present? Discuss.

Activity 2B
Estimated Time 20 Minutes
Objective To provide you with an opportunity to evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles
Activity What is the importance of testing your media vehicle?
What should you remember when you pre-test advertising?

Choose two types of pre-tests. Briefly explain what they do. Using your explanation, discuss which is one you feel is more reliable. Why?

Activity 2C
Estimated Time 20 Minutes
Objective To provide you with an opportunity to select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget.
Activity Choose one media vehicle to reach the specific target markets listed below. Why did you choose these media vehicles?
Target Market Media Why?
Teen make-up
Colgate Toothpaste
Fructus Shampoo
Computer

Choose one of the target markets above. You find that customer attrition for the product has occurred. What should you do?

The conversion rate for the current customer is 50,000. The leads that lead to a sale are only 40%. The level must be 50% as 40% is breaking even.

What options do you think are available to you?

Activity 2D
Estimated Time 25 Minutes
Objective To provide you with an opportunity to select media vehicles that meet creative, reach and frequency requirements of the advertising message to be achieved within budget
Activity What is the GRP? What does it do?
Using the Ostrow Model of Effective Frequency, explain the level of frequency for the new $500.00 suit you buy every six months.

Do you believe that you can reach customers at 100%?

In reaching customers to create awareness, it is important that you make sure that one of three points exists. What are the three points?

Creative ads have three elements. Briefly explain each element and give an example of products you are personally have had experience with.

Activity 2E
Estimated Time 15 Minutes
Objective To provide you with an opportunity to ensure selected media vehicles meet legal and ethical requirements
Activity If you are running a telemarketing campaign to create awareness for your product, what do you need to be aware of?
Do you think that Anti-discrimination law is an issue in advertising? Research how?

What is ethics in advertising?

Activity 3A
Estimated Time 15 Minutes
Objective To provide you with an opportunity to ensure duration and timing of media schedule meet requirements of the advertising brief
Activity Give an example of when you are timing each product based on the following advertising.

Timing Product
Continuous advertising
Pre-launch advertising
Pre-sales advertising
Seasonal advertising

Activity 3B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to determine distribution of messages over duration of schedule to meet requirements of the advertising brief
Activity Choose a product and answer the following for the product:

Ø Name of product

Ø The nature of the product

Ø The nature of the target audience

Ø Stage of product life cycle

Ø Competitors scheduling

Ø Advertising budget

Ø Government legislation

Based on the message and the information completed above, explain which media option you would use to advertise the product.

Activity 3C
Estimated Time 15 Minutes
Objective To provide you with an opportunity to create a media schedule to satisfy advertiser
Activity Create a media schedule on the product used in 3B
What is the placement of an advertisement?

What is the size/length of advertisements?

Activity 3D
Estimated Time 15 Minutes
Objective To provide you with an opportunity to develop alternative media schedules for advertiser within budget
Activity Using the product above and a budget of $30,000.00 design a media schedule and explain what the schedule and product and schedule is targeting at. Why?

Activity 3E
Estimated Time 15 Minutes
Objective To provide you with an opportunity to determine testing schedule for the media plan and continually modify media plan in accordance with results obtained
Activity There are two models of continuous improvement: The PDCA Cycle and MBO. Choose one and use the product used in 3.4 to explain the process using that product.

Activity 4A
Estimated Time 15 Minutes
Objective To provide you with an opportunity to create media plan which defines media requirements of the advertising brief and provides evidence supporting each requirement
Activity Using the product that you have used in 3C, design a brief outline of a media plan under the following headings:
Make sure that the following is covered in your media plan:

Activity 4B
Estimated Time 15 Minutes
Objective To provide you with an opportunity to specify recommended media and vehicle/s, and rationale for their selection in the media plan
Activity Use the media vehicles chosen in Activity 4A and explain why you chose each.

You have been asked to recommend media vehicles for a new promotion. Calculate the following.

Which media vehicles would you choose and why?

Activity 4C
Estimated Time 15 Minutes
Objective To provide you with an opportunity to ensure media plan contains a budget allocation per medium per advertising period
Activity Read through the different types of ways in which a budget should be allocated. Choose which you believe is appropriate to you and explain why you would choose that option.

Activity 4D
Estimated Time 15 Minutes
Objective To provide you with an opportunity to identify anticipated impact of advertising and measures to assess its effectiveness in the media plan
Activity Using the product used from 3.3 -4.2, recommend which measurements would you use. Why? Choose at least four that can be used in alignment with the media vehicles that you chose.

Skills and Knowledge Activity
Estimated Time 60-120 Minutes
Objective To provide you with an opportunity to demonstrate your knowledge of the foundation skills, knowledge evidence and performance evidence.
Activity Complete the following individually and attach your completed work to your workbook.

The answers to the following questions will enable you to demonstrate your knowledge of:

Ø Produce a media plan for an advertisement

Ø Develop measures to assess effectiveness of media vehicles selected

Ø Reading skills

Ø Writing skills

Ø Oral communication skills

Ø Numeracy skills

Ø Navigate the world of work

Ø Get the work done

Ø Outline and explain data analysis and matching techniques

Ø List organisational products and services offered

Ø Identify organisational budget and resource constraints

Ø Identify principles and characteristics of advertising media, types of media and advertising strategies

Ø Identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations

Ø Identify and explain ethical principles relating to advertising industry

Ø Define terms for describing media audiences.

Get the learners to work in pairs. They are to complete the advertising brief for each other and represent the client. Give the learners an appropriate period of time to choose and agree on products.

Provide learners with a set budget of $500,000.00 However, this amount may vary according on the segment of the market they are advertising to and its size, whether they have a niche market, etc.

Ask each learner what their products are and make sure that partners do not match too closely.

Learners will need to have access to the internet.

By completing the advertising brief, learners can identify with the role of the client and obtain an opportunity to experience that aspect of the learning process. If you find it easier, please complete the advertising brief and give the learners a set product, etc.

Advertising brief.

Name of brand:

Product:

Product Description:

Ø What is your product/service?

The Communication Task:

Ø The advertising campaign

Advertising / creative objectives

Ø What is your advertising try to achieve?

Ø Awareness/Trial/Purchase?

Ø A direct response? Increase market share or brand awareness

Target market:

Ø Who is your product/service targeted to?

Ø Geographic, psychographic? Demographic? Behaviouristic?

Market and brand performance

Ø What is its market share? Is it performing well or not? Why? Why not?

Competition:

Ø Who are the competitors and what do they do? What is their market share? Why?

Media/means of distribution:

Ø What media are you thinking of use? How is it effectively to reach the target audience

What occurred? When? Where? Why? How much time was spent on it?

Brand character:

Ø Why was your previous advertising (its attributes/characteristics)

Brand image

Ø What brand image do you desire?

Ø How do you want people to feel about the product/brand?

Ø Should the image be sophisticated? Serious? Professional? Etc

What mood should be projected?

Positioning:

Ø What is the unique selling position? What are the key points of difference?

Ø What are the benefits to the consumer?

Look/feel:

The tone? Manner? This needs to reflect your previous positioning i.e. conservative, serious, dynamic and humorous

Research:

Do you have any insights relating to your product/service?

Legal/advertising code requirements:

There are requirements by some industries that need to be addressed, including advertising industry codes. What are yours?

Mandatories:

What logo do you use, how it is used, colours, positioning statements, trademarks etc.

Budget?

Ø Has a budget been set?

Ø What is it?

Timing:

When is the advertising going to happen? What are the timeframes to meet the deadlines?

How measured?

How will you measure the results of your advertising? i.e. Sales

Other Considerations:

Is there anything else that needs to be considered?

Major Activity
Estimated Time 60 – 120 Minutes
Objective To provide you with an opportunity to demonstrate your knowledge of the entire unit.
Activity This is a major activity – your trainer will let you know whether you will complete it during class or in your own time.

Attach your completed answers to the workbook.

You must individually, answer the following questions in full to show your competency of each element:

1. Define media requirements

2. Select media vehicles

3. Determine media schedule

4. Produce media plan

Individually or in pairs, complete the following and present it as a portfolio;

This is the start of the assessment process.

From the Advertising brief from the skills and knowledge activity, complete the following questions and present them as a report / portfolio:

1. What is the name of your product?

2. Who is your target audience? List their characteristics.

3. Complete a consumer profile on your target audience. You may have to perform research on your target audience for this question.

4. Who is you media audience/s?

5. What product market factors do you feel will appeal to your target market for your product?

6. Complete a Creative Brief for you product. Make sure that you include the creative requirements within your brief.

7. What are the media merchandising requirements within the advertising brief? How will you address each?

8. How will you confirm your media budget?

9. What legal and voluntary constraints may impact on the decisions that you make?

10. Choose appropriate media vehicle for your media vehicle within your budget. Why is it important to consider past performance? –Use past performance as a way in which to improve.

11. Make recommendations on how you will test your media vehicles. Explain the reasons for your recommendations.

12. Confirm the way in which your target market is reached using the media requirements and media vehicles used.

13. Confirm that your media vehicles meet the creative, reach and frequency requirements within the agreed upon budget.

14. Confirm that the message and media vehicles operate within legal and ethical requirements.

15. Every advertiser is constrained in the media by their budget. For the optimum utilisation of money that is available, media scheduling needs to be performed. Once you have determined who the target audience is, the media to use; reach, frequency and the message, you should prepare the media schedule.

16. What should you have considered when you developed your media schedule?

17. If you have not considered any of these in your media schedule, please go back and do so now. How did you improve your media schedule? Why did you choose this strategy?

18. Pass the media schedule to your team partner. Is the schedule to their satisfaction? If not, how can you improve upon it?

19. Consider the forms of schedules and match it with the type of schedule outlining why you would need to do so. Make sure that you consider the schedule and the reason why matching it is important.

20. What continuous improvement method would you recommend for this project? Why?

21. You have completed your research. Now you need to complete a media plan to present to your client.

22. Your client has viewed the media plan and has asked that you explain the rationale behind choosing the media vehicles that you chose. Explain, giving examples.

23. Your client made an enquiry about the pay per click and asked you to make a recommendation about the option. They would be prepared to allocate a larger budget based on your recommendations. Discuss and back your recommendations up with examples of how Pay per click may or may not work for them.

24. What measures do you recommend that you should use to measure the effectiveness of the media plan?