Student Assessment Workbook BSBADV602 Develop an Advertising Campaign BSB60215 - Advanced Diploma of Business Version 1.0 February 2016 Parramatta, Brisbane,Gold,Coast ,Cairns Email: [email protected] Web: www.australisinstitute.nsw.edu.au ABN 17 120 701 911 | RTO ID 91630 | CRICOS ID 03173K Assessment Information Welcome to your Student Assessment Workbook for BSBADV602 Develop an Advertising Campaign. This Workbook is where you type your responses to the questions and tasks that make up the assessment of this unit. In addition, you will need to complete the table templates that are provided to you for Assessment Event 2. It is important that you open and read your Student Assessment Guide first as it contains all the information you need to perform at your best. Please note that the ‘Task Outcome Sheets’ section is for your assessor where they will enter your results. Do not write in this section. You will find the ‘Student Feedback Form’ at the very last section of this document. Please take a few minutes to complete this form. Your feedback is highly valued to improve our products and services. This assessment has the following two events: Assessment Event 1 – Short Answer Questions There are five questions that will provide us with evidence on your understanding of the concepts of principles and purposes of advertising, contents of advertising brief, ethical requirements in advertising industry, consumer behaviour and influences on buyer behaviour, and legislation, codes and national standards related to advertising. This assessment is completed in your own time and by a submission date provided by your assessor. You may use support material in the development of your answers, but you must indicate the source. In addition, you must not cut and paste answers from your source but instead put it in your own words, unless it is a direct quote. Assessment Event 2 – Case Study: Develop the Advertising Campaign You will complete a number of tasks in developing an advertising campaign which is based on FitLife case study. To achieve this, you will demonstrate your skills in scheduling, resourcing and budgeting an advertising campaign. To do these tasks will require you to read the FitLife Advertising Brief which will be provided to you by your assessor prior undertaking this assessment. Remember, you do not type your answers in the Student Assessment Guide, but use this Student Assessment Workbook instead. The Student Assessment Guide is simply a guide to explain what you are required to do, and by doing so, this will assist you to perform at your best. Please note that their responses for both assessments can (where appropriate) use dot point format. See below of an example of a dot point answers and a full sentence: 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 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. When you have completed these two tasks you then check on the room that you will be conducting the presentation. Note that to be deemed competent for this unit, you must achieve a satisfactory outcome for all of the assessment tasks. This includes meeting the following conditions: • you must complete all of the tasks outlined in this Student Assessment Guide document to the standard indicated in the performance requirements; these are listed under each of the tasks • you will then submit your completed workbook to your assessor electronically (note, your assessor may allow you to submit Assessment Event 1 and receive feedback before starting Assessment Event 2) • you must perform the above two points within the given timeframes by your Assessor. Please be aware that your Trainer/Assessor is here to provide you with the necessary support throughout the assessment process so that you can achieve the desired outcomes. If you have questions, please contact them for guidance.  Pre-assessment Checklist Your assessor will go through the assessment for this unit. It is important that you understand this assessment before taking on the 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’ section. 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. Checklist Comments 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 me, how 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 successfully 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 understood 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 put in place. Student Full Name Student ID Student Signature Date   Assessment Event 1 – Short Answer Questions Instructions These questions are theoretical and provide evidence of your understanding of the concepts and examples with advertising. Each question includes a word count to give you an indication of the depth and the performance requirements to achieve a satisfactory result for each answer. 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. Question 1 Question 1A Explain the purpose of advertising in marketing. Write your response here: Question 1B List and explain five principles of effective advertising that apply to any market. Write your response in the table: Principle Explanation 1. 2. 3. 4. 5. Question 1C Describe each of the five principles of consumer behaviour and for each one provide an example of how it influences buying behaviour. Write your response in the table: Principles of consumer behaviour Explanation of principle Examples on buyer behaviour Cultural Social Personal Psychological Situational   Question 2 List and describe five contents of an advertising brief. Write your response in the table: Content Description of importance 1. 2. 3. 4. 5. Question 3 Define what is meant by industry, services, products and organisation within the advertising context. Then, provide a real-life example of an organisation covering all the items. Write your response in the table below: Item Definition Example Industry Services Products Organisation Question 4 List five ethical principles relating to advertising industry. Then, explain how each principle is relevant to advertising. Write your response here:   Question 5 List and explain five key provisions of relevant legislation, codes of practice and national standards that impacts on the advertising activities in an organisation. With each, explain why it is relevant to advertising. Write your response in the table below: Legislation Explanation 1. 2. 3. 4. 5.   Assessment Event 2: Case Study In this assessment you will undertake a number of tasks associated with developing an advertising campaign. This includes undertaking two simulations to demonstrate these skills. Task 1: Define Campaign Objectives In this task you will demonstrate your interpersonal skills in listening and questioning to clarify the objectives of the advertising campaign with FitLife Marketing Manager. Then, you will set S.M.A.R.T objectives for the campaign and ensure these objectives align with time, budget, product, market factors, legal and ethical requirements. 1.1 Meeting with the Marketing Manager No response required. See your Student Assessment Guide to conduct the simulation with the Marketing Manager. 1.2 Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors Write your response here: 1.3 State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish Write your response here:   1.4 Ensure campaign objectives take into consideration factors which may affect consumer responses Write your response here: 1.5 Ensure campaign objectives meet legal and ethical requirements Write your response here:   Task 2: Identify Resources and Establish a Groundwork for the Budget In this task you will demonstrate your skills in identifying resources required to achieve the campaign objectives. This will involve determining resource requirements for research, media options, creative and production services and then allocating budget accordingly within predefined budget constraints. 2.1 Assess and specify research resource requirements for the advertising campaign Insert your response into the table below: Research Resource Requirement Rationale Qualitative? Quantitative? Situation of Use Cost 1. • • • • • 2. • • • • • 3. • • • • • 2.2 Assess and specify resource requirements for a range of media options, creative and production services Insert your response into the table provided in the following page: Advertising Objective Media Option Rationale for Media Creative & Production Services Rationale for Creative and Production Time Cost 1. 1. 2. 3. 2. 1. 2. 3. 3. 1. 2. 3. X. 1. 2. 3. Task 3: Develop the Schedule and the Budget In this task you will demonstrate your skills in developing the schedule to achieve the campaign objectives. This will involve breaking down the tasks required to carry out the proposed advertising activities and allocating resources. Also, you will allocate budget for each scheduled item in order to ensure overall budget meets the requirements of the advertising brief. In addition, you will demonstrate your skills to get in contact with service providers external to your RTO who have the required expertise to carry out the tasks in your schedule. 3.1 Assess personal knowledge and skill against competency standards to identify development needs Attach the written evidence of your interaction to this Workbook to be submitted to your assessor. 3.2 Base the choice of service providers on merit and value for money and ensure selection meets legal and ethical requirements Insert your response into the table below: Service Provider Rank (1, 2 or 3) Strengths Weaknesses Cost Availability 1. • • • • • 2. • • • • • 3. • • • • • 3.3 Use self-assessment and stakeholder feedback to plan competence development Insert your response into the table provided in the following pages: Parent Task Child Task Task Length Timing Predecessor/Successor to Resources Required Cost 1. 1. Labour: Media and Production: Other: 2. Labour: Media and Production: Other: 3. Labour: Media and Production: Other: 2. 1. Labour: Media and Production: Other: 2. Labour: Media and Production: Other: 3. Labour: Media and Production: Other: 3. 1. Labour: Media and Production: Other: 2. Labour: Media and Production: Other: 3. Labour: Media and Production: Other: 4. 1. Labour: Media and Production: Other: 2. Labour: Media and Production: Other: 3. Labour: Media and Production: Other: 3.4 Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule Write your response here:   For Assessor Use Only Task Outcome Sheets The Outcome Sheet below is the assessment tasks for each of the assessment event that the student is required to complete. Assessors, tick ‘S’ if the student achieved a satisfactory outcome for an assessment task and ‘NYS’ if the student does not meet these requirements. Also, you are required to write comments on the quality of this evidence under the ‘Comments’ column. As for your final judgement on the student’s overall performance, tick ‘Satisfactory’ if the student achieves a satisfactory outcome for all of the tasks or ‘Not-Yet-Satisfactory’. Assessment Event 1 Assessment Event 1 Knowledge Questions S NYS Comments Question 1 Question 2 Question 3 Question 4 Question 5 The student’s performance for Assessment Event 1 is  Satisfactory  Not-Yet-Satisfactory Assessor Signature: Date:   Assessment Event 2 Assessment Event 2 Case Study S NYS Comments Task 1: Define Campaign Objectives Sub Task 1.1 Sub Task 1.2 Sub Task 1.3 Sub Task 1.4 Sub Task 1.5 Task 2: Identify Resources and Establish a Groundwork for the Budget Sub Task 2.1 Sub Task 2.2 Task 3: Develop the Schedule and the Budget Sub Task 3.1 Sub Task 3.2 Sub Task 3.3 Sub Task 3.4 The student’s overall performance is  Satisfactory  Not-Yet-Satisfactory Assessor Signature: Date:   Assessment Outcome Sheet Student ID Family Name First Name Course Code Course Title Unit Code BSBADV602 Unit Title Develop an Advertising Campaign Assessment Outcome Assessor, please tick and date the student’s final outcome of this assessment: Initial Submission Date Re-submission 1 Date Re-submission 2 Date 0 C 0 NYC ___/___/____ 0 C 0 NYC ___/___/____ 0 C 0 NYC ___/___/____ Assessor’s Feedback Assessor, please provide your comments on the student’s final outcome of this assessment: Assessor Full Name Signature Date Receipt of Student’s Assessment Assessor, you must provide the completed copy of this receipt to the student as an evidence of submission of their assessment to you. Student ID Family Name First Name Course Code Course Title Unit Code BSBADV602 Unit Title Develop an Advertising Campaign Due Date __/__/___ Date Received __/__/___ Extension Approved Y  N  Date Approved __/__/___ Initial Submission  Re-submission 1  Re-submission 2  Assessor’s Signature   Student Feedback Form Dear Student, We are keen to improve our products and services, and assessment tools are a key part of this. Therefore, we would welcome your feedback on the assessment. If you could take a few minutes to complete the form below, it would be greatly appreciated. Please provide thoughtful responses as your opinions are highly valued. Yes No Feedback Questions Y • • N Did the assessment cover the training you received for this unit? Y • • N Were the tasks in Assessment Event 2 based on realistic activities that you would expect to be doing in a workplace? Y • • N Did you understand the assessment instructions? Y • • N Were the tasks easy to understand? Y • • N Did the Assessor set up and run the simulations professionally? Y • • N Was the Assessor’s decision fair? Y • • N Was the Assessor’s feedback specific? Y • • N Was the Assessor’s feedback comprehensive? Y • • N Was the Assessor’s feedback constructive? Y • • N Was the Assessor’s feedback timely? Y • • N Were you satisfied with your effort in this assessment? What would you change about this assessment? What could the assessor have done differently to improve the assessment process and/or assessment feedback? Overall, what was the most significant challenge of this assessment? Overall, what did you like the most about this assessment? Do you have any other comments you wish to make with regard to your assessment experience?