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