Modification History
Not applicable.
Unit Descriptor
Unit descriptor |
This unit describes the performance outcomes, skills and knowledge required to interpret an advertising brief to develop a media plan within a given budget. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. |
Application of the Unit
Application of the unit |
This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation. It may also apply to someone working within a direct marketing role who is responsible for planning media requirements for direct marketing campaigns or offers. |
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Prerequisite units |
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Employability Skills Information
Employability skills |
This unit contains employability skills. |
Elements and Performance Criteria Pre-Content
Elements describe the essential outcomes of a unit of competency. |
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. |
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
1. Define media requirements |
1.1. Identify the target audience characteristics from the advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences 1.2. Analyse product market factors to determine the reach and frequency requirements of advertising media selected 1.3. Analyse the creative requirements of the advertising message and determine the media implications 1.4. Identify media merchandising requirements from the advertising brief 1.5. Confirm the media budget and identify legal and voluntary constraints |
2. Select media vehicles |
2.1. Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account 2.2. Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles 2.3. Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget 2.4. Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget 2.5. Ensure selected media vehicles meet legal and ethical requirements |
3. Determine the media schedule |
3.1. Ensure the duration and timing of the media schedule meet the requirements of the advertising brief 3.2. Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief 3.3. Create a media schedule to the satisfaction of the advertiser 3.4. Develop alternative media schedules for the advertiser within the budget 3.5. Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained |
4. Produce a media plan |
4.1. Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement 4.2. Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan 4.3. Ensure the media plan contains a budget allocation per medium per advertising period 4.4. Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan |
Required Skills and Knowledge
REQUIRED SKILLS AND KNOWLEDGE |
This section describes the skills and knowledge required for this unit. |
Required skills |
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Required knowledge |
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Evidence Guide
EVIDENCE GUIDE |
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The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. |
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Overview of assessment |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Evidence of the following is essential:
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Context of and specific resources for assessment |
Assessment must ensure:
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Method of assessment |
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
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Guidance information for assessment |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
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Range Statement
RANGE STATEMENT |
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The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. |
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Target audience characteristics may include: |
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Consumer profile may include: |
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Product market factors may include: |
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Creative requirements may include: |
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Merchandising requirements may include: |
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Legal and voluntary constraints may include: |
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Media vehicles may include: |
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Media requirements may include: |
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Timing may include: |
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Distribution may include: |
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Media schedule includes: |
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Rationale may include: |
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Budget allocation may include: |
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Measures to asses its effectiveness may include: |
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Unit Sector(s)
Unit sector |
Competency field
Competency field |
Business Development - Advertising |
Co-requisite units
Co-requisite units |
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