BSB51215 Diploma of Marketing 

BSB51215 Diploma of Marketing

Assessment Details
Qualification Code/Title BSB51215 Diploma of Marketing
Assessment Type Assessment -01 Time allowed
Due Date Location AHIC Term / Year
Unit of Competency
National Code/Title BSBADV507 Develop a media plan
Student Details
Student Name Student ID
Student Declaration: I declare that the work submitted is my own, and has not been copied or plagiarised from any person or source. Signature: ____________________________
Date: _____/______/__________
Assessor Details
Assessor’s Name
RESULTS (Please Circle) SATISFACTORY NOT SATISFACTORY
Feedback to student:
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..
Student Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I am also aware of my appeal rights.
Signature: _______________________________
Date: ______/_______/___________
Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Signature: ________________________________________
Date: ______/_______/___________
Instructions to the Candidates
? This assessment is to be completed in class supervised by assessor.
? 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.
? If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
? Please refer to the College re-submission and re-sit policy for more information.
? If you have questions and other concerns that may affect your performance in the examination please inform the assessor immediately.
TASK 01: Define media requirements
Assessment description
You are required to define the media requirements for a media plan based on the information given in the advertising brief provided in Appendices of this Assessment Task. Write a report to address each of the following:
? identify the target audience
? a detailed customer profile
? relevant market factors to be considered
? creative and media implications
? merchandising requirements
? legal and voluntary constraints
? Available budget.
Procedure/Instructions
1. Read the advertising brief provided in the Appendices of this Assessment Task.
2. Identify the characteristics of the target audience from the advertising brief.
3. Prepare a detailed consumer profile.
4. Analyse market factors to determine the reach and frequency required for each of the advertising media suggested in the brief. Consider the following factors: BSB51215 Diploma of Marketing 
a. level of involvement
b. product usage and life cycle
c. advertising message characteristics d. product characteristics
e. competitive situation
f. media environment.
5. Write a paragraph on the creative requirements of the advertising message and the media implications, taking the available budget into consideration.
6. Outline the product or service merchandising requirements.
7. Identify any relevant local, national or international legislation or standards that you may need to consider.
Trainer will also provide further explanations on the above instructions in the class which will clearly outline all requirements in more detail and simplistic way according to your understanding level. You may also request your trainer for additional information and may seek help with summarising of all instructions if required.
Submission specifications
You must submit a report that clearly outlines all of the elements listed above.
You may wish to use the following headings:
? identifying the target audience
? detailed customer profile
? relevant market factors to be considered
? creative and media implications
? merchandising requirements
? legal and voluntary constraints
? available budget.
Appendix: Eywa advertising brief
Client name: Carol Knox, Marketing Director, Eywa
Project name: Earthsprite product launch
Prepared by: Jessica Carter, Media Planner, Eywa
Products
Eywa is an Australian-owned company which produces natural chemical-free skin and body care products containing only organic ingredients, selected for their miraculous skin rejuvenating properties. These ingredients are derived from over 70 different plant and flower species including a few rare plants found in the Amazon rainforest.
Eywa is about to launch its new Earthsprite skin care range. All of the Earthsprite products contain tamanu oil, a completely natural skin healing agent, which comes from the tamanu tree, indigenous to various parts of Southeast Asia.
Advertising campaign objectives
The objectives of the advertising campaign are to successfully promote the launch of the Earthsprite skin care range, create brand awareness for the Earthsprite products, and differentiate the brand from its many competitors. We wish to position the Earthsprite range as the only high-quality, 100% natural, highly beneficial skin care brand that is reasonably priced.
Target audience
The primary target audience will consist of female professionals and wives of professionals, aged 25–54. Roughly half of this group will be married with combined annual household incomes of approximately $150,000. They will be from various racial backgrounds. They live in inner city or suburban areas.
The primary target audience consists of women who are beauty conscious and interested in looking after their well-being using holistic approaches to health. They consider taking care of their skin a major priority. They live an active life, occupying themselves with any combination of work, study, raising children, staying fit and healthy, and socialising. They are becoming increasingly aware of the adverse effects of chemical-based skin care products. They are searching for a skin care regime based on natural products which won’t harm their body or the environment. They are looking for natural skin care products which are good value for money and will leave their skin looking radiant and help fight aging.
Media strategies
Eywa could advertise using mainstream media such as free to air TV, radio, women’s magazines and health magazines. Online advertising including social media sites such as Facebook and Twitter could also be highly effective. Point-of-sale display space in a major supermarket or chemist chain should also be considered.
The catchy slogan ‘Reconnect with nature’ should be used in all of the advertisements.
Key advertising message
? Earthsprite products are 100% natural, effective, affordable and innovative.
? All Earthsprite products contain tamanu oil which possesses a unique capacity to promote the formation of new tissue, thereby accelerating healing and the growth of healthy skin.
? Eywa believes nature provides us with everything we need to look and feel beautiful and healthy. Nature looks after us so we should look after nature. Eywa products contain ingredients from plants which are grown organically and ethically and are highly effective.
? Eywa is 100% Australian owned.
? Eywa’s products are excellent value for money and more reasonably priced than their competitor’s products.
Tone and manner
The Eywa brand already has an established tone and manner that it wants to continue with this range. The brand is contemporary, sincere, innovative, affordable, ethical and promotes nature and well-being.
Campaign timeframe
The advertising campaign will run for 6 months, from January 1, 2011 until June 30, 2011.
Budget
The budget for this promotion is $5 million.
Assessment Details
Qualification Code/Title BSB51215 Diploma of Marketing
Assessment Type Assessment – Time allowed
Due Date Location AHIC Term / Year
Unit of Competency
National Code/Title BSBADV507 Develop a media plan
Student Details
Student Name Student ID
Student Declaration: I declare that the work submitted is my own, and has not been copied or plagiarised from any person or source. Signature: ____________________________
Date: _____/______/__________
Assessor Details
Assessor’s Name
RESULTS (Please Circle) SATISFACTORY NOT SATISFACTORY
Feedback to student:
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..
Student Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I am also aware of my appeal rights.
Signature: _______________________________
Date: ______/_______/___________
Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Signature: ________________________________________
Date: ______/_______/___________
Instructions to the Candidates
? This assessment is to be completed in class supervised by assessor.
? 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.
? If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
? Please refer to the College re-submission and re-sit policy for more information.
? If you have questions and other concerns that may affect your performance in the examination please inform the assessor immediately.
Task 02: Select the media vehicles and determine a media schedule
Assessment description
Using the media brief provided in the Appendices of Assessment Task 1 and the media requirements you identified in Assessment Task 1, you are required to select appropriate media vehicles and create a media schedule.
In developing your media schedule and budget you will need to:
? select media vehicles available for you to use for advertising
? weigh-up the relative merits of your identified media vehicles, taking any past media performance into account
? evaluate or test at least one new/‘alternative’ media vehicle against proven vehicles
? ensure that the selected media vehicles meet legal and ethical requirements
? calculate the desired reach and frequency of your selected media
? clearly outline the number, size/length and placement of each advertisement over a six-month period
? ensure the that the schedule meets the requirements of the advertising brief in relation to the:
o duration and timing of the media
o Distribution of messages over the six-month period.
? ensure the schedule can be delivered within budget
? develop an alternative media schedule for the advertiser
? determine a testing schedule for the campaign and document how this can be continually modified in accordance with the results obtained
? Clearly outline the budget required to successfully complete your media plan.
Procedure/Instructions
1. Identify the media you will use for your advertising campaign. Evaluate the various media vehicles suggested in the Advertising brief. You may use media vehicles not listed in the brief as long as you can justify your choice.
2. Explain your rationale for using the media vehicles you suggested above in terms of your customer profile, the pros and cons of each media vehicle and associated budgetary requirements.
3. The following brands (your competition) have all been advertised using both proven media vehicles (print, broadcast etc.) and new media vehicles such as the internet and social media.
a. Jurlique
b. Cetaphil
c. The Body Shop
d. L’Occitane e. Aesop
f. Clinique
g. Sukin
4. Survey at least ten female friends, colleagues or family members using the questionnaire provided in the Appendix of this Assessment Task. Ask each female which brands they have heard of. Then ask them to fill out one survey for each one of those brands.
5. Calculate the number of people surveyed who were exposed to each media vehicle. For each media vehicle, calculate the number of people surveyed who were convinced to buy a product from that brand. Write a brief report evaluating the media vehicles used to advertise the brands listed above. Your report must consider:
a. Which media vehicles achieved the highest reach based on the results of the survey?
b. Which media vehicles appear to be the most effective based on the results of the survey?
c. Which combinations of media vehicles appear to be the most effective?
d. Any other factors that appear to have impacted on the effectiveness of the media vehicles used to advertise the brands (length or size of advertisement, scheduling etc.)
e. having considered the results of the survey, confirm the selection of your media vehicles
6. Provide reasons that justify how the media vehicles you have selected meet legal and ethical requirements.
7. Calculate a mockup of the desired reach and frequency of the advertisement based on media vehicle chosen for the six-month period.
8. Create a media schedule that includes the following information for:
a. the duration and timing of each media
b. the distribution of messages over the six-month advertising period.
9. Develop a testing schedule for the media plan and describe how the media plan could be continually modified in accordance with results obtained from the testing.
10. Prepare a budget summary to outline total costs for the three-month campaign.
11. Develop an alternative media schedule that would also work with the same budget.
12. Present the schedules (original plus alternative) in the form of a short report.
Trainer will also provide further explanations on the above instructions in the class which will clearly outline all requirements in more detail and simplistic way according to your understanding level. You may also request your trainer for additional information and may seek help with summarizing of all instructions if required.
Submission specifications
You must submit a report that clearly outlines all of the steps you took to select media vehicles and determine a media schedule. You may use the following headings:
? Comparison of identified media vehicle alternatives
? Evaluation of new or alternative media vehicles
? Suitability of the selected media vehicles for the target audience
? Media schedule
? Alternative media schedules
? Testing schedule.
? Your report must address all of the requirements listed in the procedure above.
Appendix: Media vehicles survey
Name:
Gender: M / F
Address:
Please answer the following questions:
1. Which brand have you heard of
• Jurlique
• Cetaphil
• The Body Shop
• L’Occitane
• Aesop
• Clinique
• Sukin
• Others, Please Specify ……………………….
2. How did you hear about this brand’s skin care products? Please tick one or more of the following
boxes and complete the associated question.
a. • Word of mouth
Did you purchase a skin care product by this brand after receiving this recommendation?
• Yes • No
b. • TV advertisement
Please give any details you recall (TV channel, day, approximate time, during which program, how many times you have seen this advertisement).
Did you purchase a skin care product by this brand after seeing this advertisement?
• Yes • No
c.• Newspaper or magazine advertisement
Please give any details you recall (name of newspaper or magazine, approximate date, how many times you have seen this advertisement).
Did you purchase a skin care product by this brand after seeing the advertisement?
• Yes • No
d.• Radio advertisement
Please give any details you recall (radio station, day, approximate time, during which radio show, how many times you have heard this advertisement).
Did you purchase a skin care product by this brand after hearing the advertisement?
• Yes • No
e.• Online advertisement
Please give any details you recall (website where the advertisement was located, size and position of advertisement on webpage, how many times you have seen this advertisement online).
Did you purchase a skin care product by this brand after seeing the advertisement?
• Yes • No
f.• Website
Please give any details you recall (how were you directed to this website, what you used the site for).
Did you purchase a skin care product by this brand after visiting the website?
• Yes • No
g.• Facebook or • Twitter
Did you purchase a skin care product of this brand after hearing about the brand on the social media tool?
• Yes • No
h.• Email
Did you purchase a skin care product of this brand after receiving the email?
• Yes • No
i.• SMS
Did you purchase a skin care product of this brand after receiving the SMS?
• Yes • No
Assessment Details
Qualification Code/Title BSB51215 Diploma of Marketing
Assessment Type Assessment – 03 Time allowed
Due Date Location AHIC Term / Year
Unit of Competency
National Code/Title BSBADV507 Develop a media plan
Student Details
Student Name Student ID
Student Declaration: I declare that the work submitted is my own, and has not been copied or plagiarised from any person or source. Signature: ____________________________
Date: _____/______/__________
Assessor Details
Assessor’s Name
RESULTS (Please Circle) SATISFACTORY NOT SATISFACTORY
Feedback to student:
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..
Student Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I am also aware of my appeal rights.
Signature: _______________________________
Date: ______/_______/___________
Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Signature: ________________________________________
Date: ______/_______/___________

Instructions to the Candidates
? This assessment is to be completed in class supervised by assessor.
? 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.
? If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
? Please refer to the College re-submission and re-sit policy for more information.
? If you have questions and other concerns that may affect your performance in the examination please inform the assessor immediately.

Task 03: Produce a media plan – written report and presentation
Submission details
The Assessment Task is due on the date specified by your trainer. Any variations to this arrangement must be approved in writing by your trainer.
Submit this document with any required evidence attached. See specifications below
for details.
You must submit both soft copies and printed copies of your answers.
Soft copies-
Upload on the eLearning to the specific submission folder with a cover page clearly indicating your name, student id, assessment no and the unit name or put that information in the header and footer of your documents.
Printed copies-
Submit to your Trainer with the -Assessment Cover Sheet- (Filled out and signed appropriately) attached on top of your documents.
Assessment description
Design and develop a full media plan. The media plan must include, the information in the reports you prepared for Assessment Tasks 1 and 2.
The media plan should be between 20 and 30 pages in length. You should use this plan, as well as the associated media budget and media schedule, as a guide for your media plan. You may use a different format, but ensure that all the key information is covered.
? Consolidate and make any necessary adjustments to your reports in response to the feedback provided by your assessor from Assessment Tasks 1 and 2.
? Design and develop a media plan in the given template or you can use your own template.
? Identify which effectiveness measures you will use to evaluate the media plan.
Procedure /Instructions
1. Review the Advertising brief provided in Assessment Task 1.
2. Review the media plan in the Assessment Task Appendices, and use this as a template for your own media plan, alternatively you may have access to another media plan from your own workplace, create your own from scratch.
3. Create a media plan which defines and addresses the media requirements of the advertising brief and provides evidence to support each requirement. Ensure that the media plan contains the following sections:
a. executive summary (an overview of what the report will cover)
b. situation analysis (marketing analysis, advertising analysis)
c. media strategy (which media vehicles will you use for each target audience, as well as associated creative and communication considerations)
d. media scheduling (allocations/distribution considerations and budget restrictions of your selected media)
e. campaign evaluation strategy (statement of advertising goals in terms of measurable results, evaluation measures and contingencies for media schedule adjustments).
4. Present your media plan to the class.
Trainer will also provide further explanations on the above instructions in the class which will clearly outline all requirements in more detail and simplistic way according to your understanding level. You may also request your trainer for additional information and may seek help with summarizing of all instructions if required.
Submission specifications
You must submit a report and deliver a presentation that clearly outlines all of the elements of how to produce a media plan.
Your assessor will be looking for evidence of:
? the communication skills necessary to consult on the media schedule
? the evaluation skills to compare and weigh-up advantages of one medium over another, and to match media vehicle characteristics with media requirements
? the literacy skills needed to interpret the characteristics of different media and to match them to the requirements of the advertising brief
? data analysis and matching techniques
? an explanation of the legal and ethical requirements relating to the advertising industry
? a demonstrated understanding of the organisation’s products and services
? an appreciation of the organisation’s budget and resource constraints
? a demonstrated understanding of the principles and characteristics of advertising media, types of media and advertising strategies
? a knowledge of key provisions of relevant legislation, codes of practice and national standards, from all levels of government that affect business operations.
? terms for describing media audiences

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