Modification History
Not applicable.
Unit Descriptor
This unit covers interpreting an advertising brief in order to develop a media plan within a given budget.
Consider co-assessment with BSBADV505A Evaluate and recommend 'above the line' media options and BSBADV506A Evaluate and recommend 'below the line' media options.
This unit covers interpreting an advertising brief in order to develop a media plan within a given budget.
Consider co-assessment with BSBADV505A Evaluate and recommend 'above the line' media options and BSBADV506A Evaluate and recommend 'below the line' media options.
Application of the Unit
Not applicable.
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Not applicable.
Employability Skills Information
Not applicable.
Elements and Performance Criteria Pre-Content
Not applicable.
Elements and Performance Criteria
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Elements and Performance Criteria |
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Element |
Performance Criteria |
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1 |
Define media requirements |
1.1 |
The target audience is identified from the advertising brief and a detailed consumer profile prepared |
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1.2 |
The consumer profile uses the same terms as those used to describe media audiences |
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1.3 |
Product market factors are analysed to determine the reach and frequency requirements of the advertising |
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1.4 |
The creative requirements of the advertising message are analysed and the media implications determined |
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1.5 |
Media merchandising requirements are identified from the advertising brief |
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1.6 |
The media budget is confirmed and legal and voluntary constraints identified |
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2 |
Select the media |
2.1 |
Media are selected that target the required audience and/or fulfil merchandising requirements within budget |
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2.2 |
Selected media enable the creative requirements of the advertising message to be achieved within budget |
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2.3 |
Selected media enable reach and frequency requirements to be met within budget |
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2.4 |
Selected media meet legal and ethical requirements |
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3 |
Select media vehicle/s |
3.1 |
Media vehicle alternatives are identified for each media and their relative merits weighed |
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3.2 |
Media vehicle/s are selected to meet media requirements within budget |
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4 |
Determine the media schedule |
4.1 |
The duration and timing of the media schedule meet the requirements of the advertising brief |
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4.2 |
Distribution of messages over the duration of the schedule is determined to meet the requirements of the advertising brief |
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4.3 |
Alternative schedules are developed for the advertiser that vary the number, size / length and placement of advertisements possible within the budget |
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4.4 |
A media schedule is finalised that balances the number, size / length and placement of advertisements to the satisfaction of the advertiser |
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5 |
Produce a media plan |
5.1 |
The media plan defines the media requirements of the advertising brief and evidence to support each requirement |
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5.2 |
The media plan specifies recommended media and vehicle/s and the rationale for their selection |
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5.3 |
The media plan contains a budget allocation per medium per advertising period |
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5.4 |
The media plan identifies the anticipated impact of the advertising and measures to assess its effectiveness |
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Required Skills and Knowledge
Not applicable.
Evidence Guide
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Evidence of the rationale behind decisions to be included
Underpinning Knowledge *
* At this level the learner must demonstrate understanding of a broad knowledge base incorporating theoretical concepts, with substantial depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products and services
Organisation's budget
Types of media
Advertising and creative briefs
Media characteristics
Terms for describing media audiences
Data analysis and matching techniques
Legal and ethical requirements of advertising
Underpinning Skills
Literacy skills to interpret the characteristics of different media and match them to the requirements of the advertising brief
Evaluation skills for comparing and weighing advantages of one medium over another, and matching characteristics with media requirements
Communication skills for consulting over the media schedule
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context /s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting , analysing and organising information (Level 3) - to define media requirements and organise the schedule and media plan
Communicating ideas and information (Level 2) - through the presentation of the media plan with its supporting information
Planning and organising activities (Level 2) - to prepare the media schedule
Working with teams and others (Level 2) - to finalise an acceptable schedule and media plan
Using mathematical ideas and techniques (Level 2) - for scheduling, budgeting, and comparing costs of different combinations of the number, size or length and placement of advertisements
Solving problems (Level 2) - to balance the requirements of each component of the advertising brief and select suitable media
Using technology (Level 1) - for analysis if necessary and compilation of the media plan
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Evidence of the rationale behind decisions to be included
Underpinning Knowledge *
* At this level the learner must demonstrate understanding of a broad knowledge base incorporating theoretical concepts, with substantial depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products and services
Organisation's budget
Types of media
Advertising and creative briefs
Media characteristics
Terms for describing media audiences
Data analysis and matching techniques
Legal and ethical requirements of advertising
Underpinning Skills
Literacy skills to interpret the characteristics of different media and match them to the requirements of the advertising brief
Evaluation skills for comparing and weighing advantages of one medium over another, and matching characteristics with media requirements
Communication skills for consulting over the media schedule
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context /s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting , analysing and organising information (Level 3) - to define media requirements and organise the schedule and media plan
Communicating ideas and information (Level 2) - through the presentation of the media plan with its supporting information
Planning and organising activities (Level 2) - to prepare the media schedule
Working with teams and others (Level 2) - to finalise an acceptable schedule and media plan
Using mathematical ideas and techniques (Level 2) - for scheduling, budgeting, and comparing costs of different combinations of the number, size or length and placement of advertisements
Solving problems (Level 2) - to balance the requirements of each component of the advertising brief and select suitable media
Using technology (Level 1) - for analysis if necessary and compilation of the media plan
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
Range Statement
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation , codes and national standards relevant to the workplace may include :
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Target audience :
is defined by:
demographics
lifestyle
social and cultural factors
values or attitude factors
existing product usage
Consumer profile may include :
demographic information such as age, sex, marital status, number of children, nationality, education, occupation, income, etc
psychographic information such as activities, interests, opinions, values, attitudes, lifestyle
Advertising reach is :
defined as the total number of people who read one or more print issues included in a media schedule during a specified time period
or
the total number of people who heard or viewed one or more of the programs or included in a broadcast media schedule
Advertising frequency is :
defined as the average number of print media issues read (for those who have read at least one issue) in a print media schedule during a specified time period
or
the average number of programs or station time periods heard or viewed (for those who have heard or viewed at least one) in a broadcast media schedule
Product market factors may include :
level of involvement eg low involvement routine purchase decisions require high frequency advertising
product characteristics eg
products that are new, frequently purchased, convenience goods or undifferentiated require high frequency advertising
established products, infrequently purchased, or highly differentiated products require greater emphasis on reach
message characteristics eg unique, simple or ongoing campaign messages require less frequency while new campaigns, complex messages or 'me- too' advertising require greater frequency
competitive situation eg high frequency competitive advertising may require high frequency to be noticed
media environment eg with high consumer interest in the medium reach is emphasised; with high ad clutter frequency is emphasised
Creative requirements of the message may include :
words only
pictures or illustrations
sound
music
action
colour
intrusive medium
prestigious medium
local national or international medium
cluttered or uncluttered medium
electronic or physical form
fast production time
production costs
Merchandising requirements may include :
identification with a particular local community
association with a particular media vehicle eg advertising in Choice magazine to give the perception of safety and value
Legal and voluntary constraints may include :
legislation, including occupational health and safety legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Media may include :
television
radio
cinema
the press
billboards
video
video games
videotext
cable and satellite television
Internet
sponsorship
direct mail
direct response
point-of-sale
sales literature
sales promotion
exhibitions and trade fairs
aerial advertising
A media vehicle for 'above the line ' media is :
a particular publication or program in a class of media eg The Western Australian and the Melbourne Age are both media vehicles in the newspaper 'class'
Media vehicles for 'below the line ' media are :
often not ready-made as they are in the case of 'above the line' media
eg
for direct mail the vehicle is constructed each time the medium is used and is defined by two elements - the delivery system and the distribution list
point-of-sale advertising uses a variety of media vehicles such as banners, product display racks, spruikers, permanent (lighted) signs
Timing may include :
continuous advertising throughout the year
seasonal advertising eg cough medicine, suntan lotion
pre-launch advertising
pre-sale advertising
Distribution of advertising may include :
evenly spread over the time schedule
in waves, with heavy advertising followed by light or no advertising
Effectiveness measures may include :
awareness measurements
recall measurements
readership measurements
physiological measurements
media audience measurements
opinion measurements
attitude measurements
inquiry measurements
split-run tests
theatre tests
split cable tests
sales measurements
market tests
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation , codes and national standards relevant to the workplace may include :
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Target audience :
is defined by:
demographics
lifestyle
social and cultural factors
values or attitude factors
existing product usage
Consumer profile may include :
demographic information such as age, sex, marital status, number of children, nationality, education, occupation, income, etc
psychographic information such as activities, interests, opinions, values, attitudes, lifestyle
Advertising reach is :
defined as the total number of people who read one or more print issues included in a media schedule during a specified time period
or
the total number of people who heard or viewed one or more of the programs or included in a broadcast media schedule
Advertising frequency is :
defined as the average number of print media issues read (for those who have read at least one issue) in a print media schedule during a specified time period
or
the average number of programs or station time periods heard or viewed (for those who have heard or viewed at least one) in a broadcast media schedule
Product market factors may include :
level of involvement eg low involvement routine purchase decisions require high frequency advertising
product characteristics eg
products that are new, frequently purchased, convenience goods or undifferentiated require high frequency advertising
established products, infrequently purchased, or highly differentiated products require greater emphasis on reach
message characteristics eg unique, simple or ongoing campaign messages require less frequency while new campaigns, complex messages or 'me- too' advertising require greater frequency
competitive situation eg high frequency competitive advertising may require high frequency to be noticed
media environment eg with high consumer interest in the medium reach is emphasised; with high ad clutter frequency is emphasised
Creative requirements of the message may include :
words only
pictures or illustrations
sound
music
action
colour
intrusive medium
prestigious medium
local national or international medium
cluttered or uncluttered medium
electronic or physical form
fast production time
production costs
Merchandising requirements may include :
identification with a particular local community
association with a particular media vehicle eg advertising in Choice magazine to give the perception of safety and value
Legal and voluntary constraints may include :
legislation, including occupational health and safety legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Media may include :
television
radio
cinema
the press
billboards
video
video games
videotext
cable and satellite television
Internet
sponsorship
direct mail
direct response
point-of-sale
sales literature
sales promotion
exhibitions and trade fairs
aerial advertising
A media vehicle for 'above the line ' media is :
a particular publication or program in a class of media eg The Western Australian and the Melbourne Age are both media vehicles in the newspaper 'class'
Media vehicles for 'below the line ' media are :
often not ready-made as they are in the case of 'above the line' media
eg
for direct mail the vehicle is constructed each time the medium is used and is defined by two elements - the delivery system and the distribution list
point-of-sale advertising uses a variety of media vehicles such as banners, product display racks, spruikers, permanent (lighted) signs
Timing may include :
continuous advertising throughout the year
seasonal advertising eg cough medicine, suntan lotion
pre-launch advertising
pre-sale advertising
Distribution of advertising may include :
evenly spread over the time schedule
in waves, with heavy advertising followed by light or no advertising
Effectiveness measures may include :
awareness measurements
recall measurements
readership measurements
physiological measurements
media audience measurements
opinion measurements
attitude measurements
inquiry measurements
split-run tests
theatre tests
split cable tests
sales measurements
market tests
Unit Sector(s)
Not applicable.
