Modification History
Release |
TP Version |
Comments |
2 |
DEF12V2 |
New unit. |
1 |
DEF12V1 |
Primary release. |
Unit Descriptor
This unit covers the competency required to develop and implement media plans.
It includes defining the media requirements, selecting and scheduling the appropriate media and evaluating the planned outcomes.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication. In a Defence context, this means that there is no civilian need to hold this unit in order to meet licensing, legislative, regulatory or certification requirements.
Application of the Unit
This unit applies to Public Affairs Officers within Defence who are involved in the development, implementation and evaluation of media plans as a workplace responsibility, but is applicable to all individuals who work in this field.
The unit requires the application of high level, fully independent, complex judgements with a detailed knowledge of the Defence organisation. It requires analysis of complex data and the production of documents detailing the required outcomes of specialised functions in the public affairs context. All activities are carried out in accordance with relevant organisational policy and procedures.
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Not applicable.
Employability Skills Information
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 required performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the Required Skills and Knowledge and/or 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 Target audience is identified from the brief. 1.2 Environment is analysed to determine the reach and frequency requirements of media selected. 1.3 Creative requirements of the message are analysed and media implications determined. 1.4 Media budget is confirmed and legal and voluntary constraints identified. |
2. Select media vehicles |
2.1 Relative merits of identified media vehicle alternatives are assessed taking past media performances into account. 2.2 New or alternative media vehicles are evaluated and tested against proven vehicles. 2.3 Media vehicles that target the required audience and meet budget media requirements are selected. 2.4 Media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the budget are selected. 2.5 Selected media vehicles are assessed to meet legal and ethical requirements. |
3. Determine the media schedule |
3.1 Duration and timing of the media schedule meets the requirements of the brief. 3.2 Distribution of messages over the duration of the schedule is determined in line with requirements of the brief. 3.3 Media schedule is created to the satisfaction of the event coordinator. 3.4 Alternative media schedules are developed within budget for the event coordinator. 3.5 Testing schedule for the media plan is developed and media plan continually modified in accordance with results obtained. |
4. Produce a media plan |
4.1 Media plan which defines the media requirements of the brief is created and evidence to support each requirement provided. 4.2 Recommended media and vehicle/s and the rationale for their selection in the media plan are specified. 4.3 Media plan contains a budget allocation per medium per advertising period. 4.4 Anticipated impact of the advertising and measures to assess its effectiveness in the media plan are identified. |
5. Implement a media plan |
5.1 Resources are allocated and plans approved. 5.2 Personnel to be involved are briefed and coordinated as required. 5.3 Events and activities are coordinated in accordance with media plan. 5.4 Contingencies are handled in accordance with organisational risk management arrangements identified in the planning for events/activities. |
6. Evaluate a media plan |
6.1 Coordination of media events and activities with in plan are evaluated and lessons learnt are reviewed and/or analysed to improve future planning. 6.2 Events and activities are evaluated in terms of their effectiveness and achieving desired outcomes. 6.3 Implementation is assessed in terms of achieving individual objectives and meeting criteria fro each event/activity. |
Required Skills and Knowledge
This describes the essential skills and knowledge and their level, required for this unit. |
Required Skills |
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Required Knowledge |
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Evidence Guide
The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for this Training Package. |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Assessment must confirm the ability to:
Consistency in performance Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts. |
Context of and specific resources for assessment |
Context of assessment Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements. Evidence should be gathered while observing the individual develop and evaluate a media plan. The application of communication ethics that are relevant to the audience and organisation are to be observed. Specific resources for assessment Access to an advertising brief, relevant standards, policy and instructions related to public affairs. |
Range Statement
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 in the Performance Criteria is detailed below. |
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Identify the target audience may include |
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Creative requirements may include |
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Legal and voluntary constraints may include |
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Media vehicle 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 may include |
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Rationale may include |
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Budget allocation may include |
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Measures to assess its effectiveness may include |
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Unit Sector(s)
Not applicable.