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: 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.