Student Assessment Guide BSBADV602 Develop an Advertising Campaign Version 1.0 May 2016 Table of Contents Assessment Information 1 Assessment Event 1 – Short Answer Questions 2 Instructions 2 Questions 2 Question 1 2 Question 2 3 Question 3 4 Question 4 4 Question 5 5 Assessment Event 2: Case Study 6 Simulation Brief 6 Background to the Simulations 6 Your Role in the Simulations 6 Assessment Conditions 7 Task 1: Define Campaign Objectives 8 1.1 Meeting with the Advertising Manager 8 1.2 Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors 9 1.3 State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish 9 1.4 Ensure campaign objectives take into consideration factors which may affect consumer responses 9 1.5 Ensure campaign objectives meet legal and ethical requirements 10 Task 2: Identify Resources and Establish a Groundwork for the Budget 11 2.1 Assess and specify research resource requirements for the advertising campaign 11 2.2 Assess and specify resource requirements for a range of media options, creative and production services 12 Task 3: Develop the Schedule and the Budget 14 Assessment Conditions 14 3.1 Identify and contact service providers 14 3.2 Base the choice of service providers on merit and value for money and ensure selection meets legal and ethical requirements 15 3.3 Create a Task Analysis Table to monitor the scheduling and the budget 16 3.4 Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule 19 Observation Check Sheet 20 Assessment Information Welcome to your Student Assessment Guide for BSBADV602Develop an Advertising Campaign. This Student Assessment Guide will give you the opportunity to show your skills in developing an advertising campaign. This will be achieved through the scheduling and budgeting of your advertising campaign based on defined campaign objectives. This assessment has the following twoevents: Assessment Event 1 – Short Answer Questions There are fivequestions that will provide us with evidence on your understanding of the concepts ofprinciples 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 inscheduling, resourcing and budgeting an advertising campaign. To do these tasks will require you to read the FitLife Advertising Brief and the FitLife Client Services Policy and Procedures which will be provided to you by your assessor prior undertaking this assessment. Remember, you do not type your answers in this Student Assessment Guide, but use the Student Assessment Workbook which is a separate document. This document 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 your 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 Student Assessment 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, then contact them for guidance. Assessment Event 1 – Short Answer Questions Instructions The information contained in this section lists the questions that you will need to develop a written response to. 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. Questions Question 1 Question 1 has three parts: Question 1A, Question 1B and Question 1C, as given below. Question 1A Explain the purpose of advertising in marketing. Performance requirements (PR): to achieve a satisfactory response for this question you will need to: PR 1. ensure your explanation is specific and relevant PR 2. ensure your explanation is in your own words PR 3. have a word count of approximately 50 words. Question 1B Using the table below, list and explain five principles of effective advertising that apply to any market. Performance requirements (PR): to achieve a satisfactory response for this question you will need to: PR 1. list five principles of effective advertising and explain how each principle is relevant to effective advertising: a. ensure your explanations are relevant to effective advertising b. for each principle, be specific, accurate and realistic in your explanations c. these explanations must be in your own words PR 2. ensure your responses have a word count of approximately 25 words per explanation. Principle Explanation 1. 2. 3. 4. 5.   Question 1C Using the table below, describe each of the five principles of consumer behaviour and for each one provide an example of how it influences buying behaviour. Performance requirements (PR): to achieve a satisfactory response for this question you will need to: PR 1. ensure your explanations are correct and relevant PR 2. include in your explanation a minimum of two factors that underpin that principle PR 3. word count is approximately 20 per explanation PR 4. examples of buyer behavior must be correct and relevant PR 5. include an example for each of the factors PR 6. word count is approximately 10 words per example. Principles of consumer behaviour Explanation of principle Examples on buyer behaviour Cultural Social Personal Psychological Situational Question 2 Using the table below, list and describe five contents of an advertising brief. Performance requirements (PR): to achieve a satisfactory response for this question you will need to: PR 1. list five contents of an advertising brief and describe the importance of each content: a. your list of contents must belong to the ‘body’ of an advertising brief b. these contents must be specific and relevant to an advertising brief c. your descriptions must be relevant to the content in an advertising brief d. for each content, be specific, accurate and realistic in your descriptions e. these descriptions must be in your own words PR 2. have a word count of approx. 25 words per description. Content Description of importance 1. 2. 3. 4. 5.   Question 3 Using the table below, 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. Performance requirements (PR): to achieve a satisfactory response for this question you will need to: PR 1. provide definitions on each item listed in the table below: a. your definitionsmust be relevant and specific to the advertising context b. definitions must be accurate c. definitions must be in your own words PR 2. provide an example on each item listed in the table below: a. your example must be of a real-life organisation b. your examplemust be relevant and specific to the item c. the items in your example must be linked to each other PR 3. word count for each definition is approximately 25 words PR 4. word count for each example is not critical and depends on the organisation you select. 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. Performance requirements (PR): to achieve a satisfactory response for this question you will need to: PR 1. list five ethical principles relating to advertising industry: a. these must be relevant and specific to the advertising industry b. these must be accurate c. word count is not critical but expected to be a word or two (approx.) PR 2. provide an explanation on how each principle is relevant to the advertising industry: a. must provide an explanation for each principle b. these explanations must be relevant, specific and logical to the principles c. these explanations must be accurate PR 3. have a word count of 15 words for each explanation.   Question 5 Using the table below, 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. Performance requirements (PR): to achieve a satisfactory response for this question you will need to: PR 1. list five key provisions of relevant legislation, codes and national standards relating to advertising industry: a. these must be relevant and specific to the advertising industry b. these must be accurate c. you must correctly write the name and date of these provisions d. these names and dates must be current and not outdated PR 2. provide an explanation on how each provision is relevant to the advertising industry: a. must provide an explanation for each provision b. these explanations must be relevant, specific and logical to the provision c. these explanations must be accurate PR 3. have a word count of 25 words for each explanation. 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. Simulation Brief Background to the Simulations The simulations centre on your role as an Advertising Officer. The focus is on defining campaign objectives with a key stakeholder, and then budgeting, resourcing and scheduling the advertising campaign for FitLife. The two simulations are as follows: Simulation 1: Meeting with the Advertising Manager In Simulation 1, you interact with a stakeholder (‘the advertiser’) of FitLife in order to clarify the purpose and objectives of the advertising campaign. Note that you will undertake Simulation 1 in Task 1.1. Simulation 2: Developing the Advertising Campaign In Simulation 2, you will prepare the advertising budget, identify resources and develop schedule for the advertising campaign based on the campaign objectives you will have identified in Simulation 1. In this simulation, you will be completing the tasks from Task 1.2 to Task 3.5 (including all the tasks in between) in order to develop the advertising campaign. Your Role in the Simulations You will be the Advertising Officer in the two simulations. Your roles and responsibilities in the two simulations as the Advertising Officer are as follows: Simulation 1: Meeting with the Advertising Manager In Simulation 1, you will hold a 20-minutes meeting with a stakeholder (Advertising Manager) where you will be having a verbal interaction with them in order to seek clarification on campaign objectives as provided in FitLife Advertising Brief.You will then use these to set objectives for the advertising campaign in the tasks that follow in Task 1. Simulation 2: Developing the Advertising Campaign In Simulation 2, your Assessor will be interacting with you as the FitLifeAdvertising Manager throughout this case study. This involves the following: • defining objectives for the advertising campaign (see Tasks 1.2, 1.3, 1.4, 1.5) • identifying research resource requirements for the advertising campaign (see Task 2.1) • identifying resource requirements for appropriate media options, creative and production services as required(see Task 2.2) • developing budget and schedule for the advertising campaign (see Tasks2 and 3) • identifying and selecting service providers with required expertise (See Tasks 3.1 and 3.2) • setting metrics to monitor and evaluate the effectiveness of the advertising campaign (see Task 3.3). In addition, Simulation 2 requires you to contact a number of service providers who are external to your RTO (see Task 3.1). You will be required to show evidence of this engagement by providing supportive documentation.   Assessment Conditions The information in this section outlines the type of environment, facilities and equipment for Simulation 1 and Simulation 2. Simulation 1: Meeting with the Advertising Manager Remember that you will undertake Simulation 1 in Task 1.1. Note the following prior undertaking Simulation 1: Before the session: • you must ensure that you have read the requirements listed in the Observation Check Sheet as your performance will be judged based on these criteria • your Assessor will select and organise the ‘actor’ (Advertising Manager) • this actor is in fact an employee of the RTO and will be given sufficient information to contribute appropriately in the simulation with you • your Assessor will inform you of the date of your observation prior undertaking Simulation 1. During the session: • other studentswill not bepassive observersduring the session as this will give them an unfair advantage • you cannot refer to the Observation Check Sheet while doing the assessment • your assessor will: ­ not participate in the simulation and their role as an assessor will be only observing the simulation ­ observe you individually based on the criteria written on the Observation Check Sheet ­ document their observations in detail on the Observation CheckSheet ­ provide extensive written feedback using the Observation CheckSheetin case a criterion is not met to a satisfactory level ­ ensure that the session will be free from distractions • you must comply with WHS requirements, that is act in a safe way • you must demonstrate all the actions in the Observation CheckSheetto achieve a satisfactory result for this assessment. If you are not successful, after the session, the Assessor will: • provide the written feedback on the Observation CheckSheetexplaining their justification in detail • communicate this feedback to you via verbally and/or email • confirm that you have understood their feedback • negotiate another suitable time to observe your second attempt (which must be in full, not just on the specific NYS area(s)). Simulation 2: Developing the Advertising Campaign Remember that you will undertake Simulation 2 in Tasks 1.2 to 3.5, including all the tasks in between. Note the following prior undertaking Simulation 1: Before the simulation: • your assessor will provide you the resources required to undertake the simulation tasks • you must ensure that you have read and understoodFitLife Advertising Brief • you must ensure that you have read and understoodall performance requirements listed under each task • where you are unclear with the two points above, you must clarify these with your assessor • your Assessor will inform you of the deadline of your submission prior undertaking Simulation 2.   During the simulation: • type your responses to the simulation tasks in your ‘Student Assessment Workbook’ • you will be undertaking each task individually, by yourself, without giving or receiving assistance from your peers • you must satisfactorily demonstrate all the performance requirements (PR) under each taskto achieve a satisfactory result for this assessment • your assessor will interact with you in the capacity of FitLifeAdvertising Manager where this interaction will be limited to exchanging email(s) and confirming information. If you are not successful, after the simulation, the Assessor will: • provide written feedback on the ‘Task Outcome Sheets’ in your ‘Student Assessment Workbook’explaining their justification in detail • communicate this feedback to you via verbally and/or email • confirm that you have understood their feedback • negotiate another suitable time to assessyour second attempt (which will be on the specific NYS area(s)). 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 FitLifeAdvertising 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 Advertising Manager Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. review the FitLife Advertising Brief (‘the Brief’) before the session PR 2. research the fitness market and gain understanding PR 3. prepare a minimum of five questions: a. these questions must be planned b. these questions must be logically structured c. these questions must be specific to the advertising objectives, clear and to the point PR 4. hold a 20-minute session with the Advertising Manager to clarify the objectives of the Brief: a. discuss the feasibility of each objective as outlined in the Brief (see Section 2.1 in the Brief) b. this discussion must take the following constraints into account: ­ time ­ scheduling ­ budget ­ product factors ­ market factors c. this discussion must conclude with the elimination of infeasible objective(s) based on the constraints listed in the previous point PR 5. actions within meeting must conform to FitLife Client Services Policy and Procedures (mapped in the check sheet) PR 6. actions within this session must demonstrate all the criteria listed in the Observation Check Sheet.   1.2 Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors This task builds on your discussion with the Advertising Manager in Task 1.1, PR 3. Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. list the objective(s) from the Brief that are infeasible within the constraints of time, budget, product and market factors a. these objective(s) must be accurately eliminated b. this elimination must be specific and appropriate to the four constraints listed in Task 1.1, PR 3-b c. word count is not critical for these objectives PR 2. justify why you eliminated this/these objective(s): a. your justification must refer to the five constraints (whichever is/are relevant) listed in Task 1.1, PR 3-b b. your justification must be specific and relevant to the context of the Brief c. your justification must be accurate d. this justification is approximately 25 words (word count is the same for each justification, if you eliminated more than one objective). 1.3State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. describe the nature and extent of what the advertising aims of accomplish: a. this description must be relevant and specific to the Brief b. this description must be accurate PR 2. for each broad objective you identified in Task 1.2, write a S.M.A.R.T objective: a. your S.M.A.R.T objectives must be aligned with the nature and extent of what the campaign aims to accomplish b. your S.M.A.R.T objectives must be in line with the constraints of time, budget, product and market factors c. your S.M.A.R.T objectives must be accurate, in other words, each must be specific, measurable, attainable, realistic, and time-bound PR 3. word count is approximately 50 words for your description in PR 1 PR 4. word count is not critical for your S.M.A.R.T objectives in PR 2. 1.4Ensure campaign objectives take into consideration factors which may affect consumer responses Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. list five factors that can affect consumer responses when achieving the campaign objectives: a. thesefactorsmust be relevant and accurate to the Brief b. these factors must be specific to the FitLife context PR 2. for each factor identified, describe how they can affect consumer responses: a. each description must be relevant and specific to the factor b. these descriptions must be accurate PR 3. word count is not critical in PR 1 PR 4. word count is approximately 50 words for each description in PR 2.   1.5Ensure campaign objectives meet legal and ethical requirements Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. list five legal requirements that are directly related to the campaign objectives: a. one must be a codes of practice about advertising b. one must be related to discrimination c. one must be related to consumer protection d. one must be related to copyright e. last one must be related to fair trading f. all of these legal requirements must be accurate, specific and relevant to the objectives PR 2. for each legal requirement you listed in PR 1, explain how it is related to the campaign objectives: a. each description must be relevant and specific to the legal requirement b. these descriptions must be accurate c. these descriptions must align to the campaign objectives PR 3. list five ethical requirements that are directly related to the campaign objectives: a. these ethical requirements must be relevant and specific to the campaign objectives b. these ethical requirements must be accurate PR 4. for each ethical requirement you listed in PR 3, explain how it is related to the campaign objectives: a. each description must be relevant and specific to the ethical requirement b. these descriptions must be accurate c. these descriptions must align to the campaign objectives PR 5. word count is approximately 25 words for each explanation in PR 2 PR 6. word count is approximately 15 words for each explanation in PR 4.   Task 2: Identify Resources and Establish a Groundwork for the Budget In this task you will demonstrate your skills in identifying resourcesrequired 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 Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. using the table format below, identify three research resource requirements: Research ResourceRequirement Rationale Qualitative? Quantitative? Situation of Use Cost 1. 2. 3. PR 2. your responses in this table must address the following performance requirements: Column in the table Performance Requirements Resource Requirement list three research resource requirementsappropriate to the FitLife advertising objectives as identified in Task 1: • these requirements must be specific and relevant to the advertising objectives • these requirements must be realistic • these requirements must be achievable within campaign budget and deadlines Rationale for each of the research resource requirement, provide your rationale: • this rationale must be accurate • this rationale must be relevant and specific • listfive dot-points for each rationale with a total word count of 25 words Qualitative? Quantitative? categoriseeach of the research resource requirement by means of qualitative or quantitative research method: • type either ‘Qualitative’, ‘Quantitative’, or ‘Both’ • this categorisation must be accurate for each resource requirement Situation of Use describe what situation would be ideal to conduct the research resource requirement: • this description must be specific and relevant to the requirement • this description must be accurate • word count is approximately 15 words per description Cost provide an estimated cost of each resource requirements: • cost must be accurate • cost must be realistic • cost must be within the constraints of total budget as specific in the Brief PR 3. your responses in this table must be accurate, specific and relevant to the advertising objectives.   2.2Assess and specify resource requirements for a range of media options, creative and production services Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. use the table format provided in the following page and address the performance requirements in this subtask PR 2. for each advertising objective, identify and select an appropriate media option PR 3. for each media option selected, provide your rationale PR 4. for each media option selected, identify and list a minimum of three creative and production services PR 5. for each creative and production services listed, provide your rationale PR 6. for each creative and production services listed, provide an estimated time PR 7. for each creative and production services listed, provide an estimated budget PR 8. your responses in this table must address the following performance requirements: Column in the table Performance Requirements Advertising Objectives (PR 1) list the advertising objectives that you defined in Task 1.1: • you must list all the objectives • these objectives can either be the broad campaign objectives or the S.M.A.R.T versions Media Option (PR 2) list an appropriate media option for each objective: • each media option must be specific and relevant to the objective • each media option must be realistic • each media option must be achievable within the given time and budget constraints • each media option must be in line with the requirements as stipulated in the Brief Rationale for Media (PR 3) for each media option, provide your rationale: • this rationale must be accurate • this rationale must be relevant and specific • list five dot-points for each rationale with a total word count of 25 words Creative and production services (PR 4) list a minimum of three creative and production services: • these must be specific and relevant to the media option • these must be realistic • these must be accurate Rationale for Creative & Production Services (PR 5) for creative and production services, provide your rationale: • this rationale must be accurate • this rationale must be relevant and specific • list three dot-points for each rationale with an approximate word count of 15 words Time (PR 6) provide an estimated total time for each creative and production services listed: • time must be accurate • time must be realistic • time must be within the constraints of total time allotted in the Brief Cost (PR 7) provide an estimated cost of each creative and production services listed: • cost must be accurate • cost must be realistic • cost must be within the constraints of total budget as specific in the Brief PR 9. your responses in this table must be accurate, specific and relevant to the advertising objectives. 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. Assessment Conditions You will contact an external service provider to gather information on their costs and availability. These providers will have the expertise required to carry out the proposed advertising activities. You will then use this input in your scheduling and budgeting. Note that you will need to provide documented evidence of the interaction with these service providers. This will be in the form of email exchanges and cannot be copied context from websites or other sources. 3.1Identify and contact service providers Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. identify three appropriate external service providers: a. contacts must not be fellow students but organisations b. these service providers must have the required expertise relevant to the advertising context PR 2. contact these three service providers: a. you can contact them either via email,face-to-face, telephone or their website b. where you contact them without using email, take notes of this interaction c. these service providers can be local, national or international PR 3. the message you must communicate include: a. the context of the advertising need b. creative, media and production requirements c. budget and schedule constraints PR 4. submit the evidence of these interactions: a. send a confirmation email to each of these service provider b. the content of these email evidence must include: • a summary of the advertising need • a review of the response • their costs • their availability • their organisational logo or the email signature of the person contacted c. in case these providers are international, email correspondence must be provided in English PR 5. your emails create an image of credibility and contain the following: a. professional format b. correct grammar and spelling c. pleasant tone d. knowledgeable PR 6. word count for the emails is not critical, however your emails must satisfy the criteria as stipulated above.   3.2Base the choice of service providers on merit and value for money and ensure selection meets legal and ethical requirements This subtask continues to build on Task 3.1 where you will be referring to the same service providers you identified previously. Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. use the table format provided below and rank your choice of service providers based on their: a. strengths b. weaknesses c. value for money d. availability Service Provider Rank (1, 2 or 3) Strengths Weaknesses Cost Availability 1. • • • • • • 2. • • • • • • 3. • • • • • • PR 2. your responses in this table must address the following performance requirements: Column in the table Performance Requirements Service Provider list the three service providers you identified in Task 3.1 Rank • rank each service provider based on theirstrengths, weaknesses, value for money and availability • ranking must be 1 to 3 scale where ‘1’ represents the best Strengths& Weaknesses for each service provider, list their strengths and weaknesses: • these strengths and weaknesses must be relevant and specific to the service provider • list three dot-points for each strengths and weaknesses with a word count of 15 words Cost and availability provide the total cost and availability of each service provider: • these must be specific to each service provider • these must be supported by written evidence (see Task 3.1, PR 4) PR 3. for the service provider you ranked as your first selection, provide your rationale: a. this rationale must be relevant and specific to the service provider b. word count is approximately 25 words PR 4. for the service provider you ranked as your first selection, describe how you ensured that your selection meets legal and ethical requirements you identified in Task 1.5: a. this description must be specific and relevant to the selection b. this description must be accurate c. this description must have three dot-points d. the total word count for these three dot-points is 25 words.   3.3 Create a Task Analysis Table to monitor the scheduling and the budget Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. use the Task Analysis Table format below and create a baseline: a. this must be in line with the campaign length and timing from the Brief b. timeline must be viable, logical and sufficient to achieve the advertising objectives c. do not provide more than two-level hierarchy (i.e.; parent task and child task structure is sufficient) PR 2. your responses in this table must address the following performance requirements: Column in the table Performance Requirements Parent Task list the ‘parent tasks’ to achieve proposed advertising activities: • you must list four parent tasks • these parent tasks must be an ‘umbrella’ for the child tasks • these parent tasks must be realistic • these parent tasks must be specific and relevant to the advertising activities Child Task list the ‘child tasks’ to achieve the ‘parent tasks’: • you must list three child tasks for each parent task • these child tasks must be an accurate breakdown of the parent tasks • these child tasks must be realistic • these child tasks must be specific and relevant to the parent tasks Task Length and Timing for each ‘child task’, provide the task length and timing: • these must be must be accurate, relevant and specific to the Brief • these must be aligned to the child task • you must provide realistic figures for the ‘Task Length’ • the grand total of ‘Task Length’ must not exceed the requirements of the Brief Predecessor / Successor to table must clearly show the task relationships: • accurately specify which child task must be finished before another child task can start • a child task may have multiple preceding tasks or multiple succeeding tasks • your map must show a ‘finish-to-start’ relationship • these must be specific and relevant to the child task • your linking must be realistic Resources required identify the resources required: • for each child task, provide the following type of resources (where applicable): ­ labour ­ media and production ­ other • other resource can relate to anything that is relevant to the child task • all of these resources must be specific and relevant to the child task • all of these resources must be realistic and accurate • your resource allocations must incorporate your earlier findings in Task 2.2 Cost provide an estimated cost of each creative and production services listed: • cost must be accurate • cost must be realistic • your costs must incorporate your earlier allocations in Task 2.2 • totalcost must be within the constraints of total budget as specific in the Brief. 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 Performance requirements (PR): to achieve a satisfactory response for this subtask you will need to: PR 1. provide milestones for each parent task: a. one milestone for monitoring the progress of schedule b. one milestone to monitor the expenditure against budget c. one milestone for evaluating campaign effectiveness in the schedule PR 2. these milestones must be relevant and specific to the parent task PR 3. these milestones must be realistic PR 4. these milestones must be in line with S.M.A.R.T advertising objectives (see Task 1) PR 5. word count is not critical for these milestones PR 6. provide your rationale for each of these milestones: a. this rationale must be accurate b. this rationale must be relevant and specific to the milestone c. list three dot-points for each rationale with a total word count of 10 words.   Observation Check Sheet We have provided the observation check sheet for you to prepare for your assessment with the assessor. Remember, you will not be able to use this check sheet at the time you will be observed. However, we strongly urge you to use this as a planning tool so that you are fully prepared for the assessment task. Performance requirements: 1. Introduction • welcome stakeholders appropriately: ­ introduce each stakeholder ­ friendly ­ be positive • state objectives of session ­ specific ­ relevant to situation ­ achievable ­ timeframed • explain format of the session: ­ outcomes required ­ the method of exchanging ideas, views ­ durations ­ explanations must be clear and concise 2. Body • explain the need for the advertising campaign: ­ communicate the purpose ­ discuss the broad objectives ­ these must align to the organisational objectives • clarify the Advertising Manager’s purpose and objectives from the advertising brief by directing a minimum of five questions: ­ these questions must be planned ­ these questions must be logically structured ­ these questions must be specific to the advertising objectives, clear and to the point • this discussion must take the following constraints into account: ­ time ­ scheduling ­ budget ­ product factors ­ market factors  questions must be purposeful, specific and relevant to budget, resource and schedule requirements 3. Conclusion • summarise session in terms of outcomes achieved • seek any final feedback • overview next steps • this discussion must conclude with the elimination of infeasible objective(s) based on the discussion to be carried out in the ‘Body’ 4. AppropriateCommunication Skills • body language skills: ­ you must maintain eye contact ­ you must display appropriate facial expressions ­ your posture must be appropriate ­ your gestures must fitwith the message • look at the Advertising Manager directly without losing focus • sensitive to the cultural diversity of the two parties: ­ language must avoid jargon ­ language must be easy to understand ­ level of formality must show respect to both parties ­ content must be non-sensitive • be sensitive to the personalities of the Advertising Manager by watching for non-verbal signs 5. Appropriate Verbal Communication skills • request views and opinions of Advertising Manager by listening and questioning • support the verbal message with appropriate vocal pitch, tone and pace: ­ vocal pitch must be appropriate ­ tone must be pleasant ­ pace must at the right speed to achieve clarity ­ volume must be appropriate for the participants • seek clarification asking related questions or paraphrasing(e.g.; ‘So, you are saying that..’) • seekinput if withdrawn through directing a combination of open and closed ended questions • monitor non-verbal and verbal cues and adjust own self to the discussion accordingly • encourage the Advertising Manager to continue with small verbal comments (e.g.; ‘Yes’, ‘uh huh’) • give opportunity to the Advertising Manager to respond and interact with the communication to seek clarification • encourage the Advertising Manager to raise their queries • provided relevant, logical and adequate responses to the queries directed by the Sales Manager • validate input and where appropriate incorporate into feedback