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Module 1

Term and Year: Term 1 2020

BSB60215 Advanced Diploma of Business/ BSB61015 Advanced Diploma of Leadership


Qualification :
and Management

Unit Code: BSBADV602

Unit Title: Develop an advertising campaign

Task 1 Case study advertising plan


Assessment :
Task 2 Short questions, case study advertising budget demonstration

Student Name:

Student ID No:

Assessor’s Name:

Assessment submission (new) requirements

Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.

Assessment deadlines penalty

It is expected that unless a simple extension, special consideration or disability services adjustment has been granted, candidates
will submit all assessments for a unit of study on the specified due date. If the assessment is completed or submitted within the
period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late submission
of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.

Assessment/evidence gathering conditions

Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student can only achieve
competence when all assessment components listed under procedures and specifications of the assessment section are
Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is
eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be
recorded.

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Principles of Assessment

Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training
Organizations (RTO) 2015, the learner would be assessed based on the following principles:

Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable
adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs the
leaner about the assessment process, and provides the learner with the opportunity to challenge the result of the
assessment and be reassessed if necessary.

Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s needs, (2) assessing competencies held
by the learner no matter how or where they have been acquired and, (3) the unit of competency and associated
assessment requirements, and the individual.

Validity – (1) requires that assessment against the unit/s of competency and the associated assessment requirements covers the
broad range of skills and knowledge, (2) assessment of knowledge and skills is integrated with their practical
application, (3) assessment to be based on evidence that demonstrates that a leaner could demonstrate these skills
and knowledge in other similar situations and, (4) judgement of competence is based on evidence of learner
performance that is aligned to the unit/s of competency and associated assessment requirements.

Reliability – evidence presented for assessment is consistently interpreted and assessment results are comparable irrespective of
the assessor conducting the assessment

Rules of Evidence

Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described in the module of unit of
competency and associated assessment requirements.

Sufficiency – the assessor is assured that the quality, quantity and relevance of the assessment evidence enables a judgement to
be made of a learner’s competency.

Authenticity – the assessor is assured that the evidence presented for assessment is the learner’s own work. This would mean that
any form of plagiarism or copying of other’s work may not be permitted and would be deemed strictly as a ‘Not Yet
Competent’ grading.

Currency – the assessor is assured that the assessment evidence demonstrates current competency. This requires the
assessment evidence to be from the present or the very recent past.

Resources required for this Assessment

 All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
 Upon completion, ensure that you have completed your coversheet details, i.e. your name, student ID and signature. If these
details are not present, the assessment would need to be resubmitted again.
 The document is then required to be converted to PDF and uploaded to the student learning management system for
assessment.
 Refer the notes on eLearning to answer the tasks or any additional material will be provided by Trainer.
Instructions for Students

Please read the following instructions carefully

 This assessment is to be completed according to the instructions given by your assessor.


 Students are allowed to take this assessment home.
 Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided
with feedback on your work within 2 weeks of the assessment due date.
 Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will
be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency.

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 If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
 Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment

You will be required to demonstrate skills and knowledge required to define campaign objectives; prepare an advertising budget;
You will be required to demonstrate the skills and knowledge required to develop a schedule for proposed advertising activities;
defining campaign objectives and preparing advertising budgets. You will also require to demonstrate communication skills to
question, clarify and report when creating an advertising campaign and technology skills to use a wide range of office equipment
and software to develop an advertising campaign.

Read all materials required for this assessment task: this procedure and the Bounce Fitness Simulated Business Corporate
Marketing Plan.

In response to the Bounce Fitness Simulated Business Corporate Marketing Plan (provided), you will develop a report.

 Defining the campaign objectives and preparing an advertising budget, which addresses all questions in this task.

 Defining a schedule for proposed advertising activities, which addresses all questions in this task.

 To demonstrate knowledge in defining campaign objectives and preparing advertising budgets.

 Discuss your completed advertising campaign to the class and assessor. You must consistently behave and present as if
this were an actual presentation to the CEO of Bounce Fitness.

Case study
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become
more productive, while lowering their overall costs with innovative wellness programs and strategies.

Bounce Fitness is based on two simple facts:

 Healthy employees are more productive than chronically ill employees

 It costs less to prevent injuries or illnesses than to treat them after they occur.
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured,
and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health promotion,
and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We believe that
traditional approaches to the current health care crisis are misdirected.

Bounce Fitness contends that by helping employees change their behaviour patterns and choose healthier lifestyles, the health
care costs to corporations will be considerably reduce through increased staff productivity, reduce absenteeism and turnover,
reduced worker’s compensation claims and a healthier, more motivated staff.

Current economic and demographic changes will make health care issues worse. The environmental factors and the local
competitive situation is a clear message to Bounce Fitness. The time is right for a Bounce Fitness initiative to promote its
services through an effective advertising campaign with the following objectives

 Each of its centres will serve the community with quality, comprehensive, unique and distinctive health programs and
services.
 Staff will expand the preventive services offered while improving the quality of life among participants through health
and fitness services using state of the art equipment and practices
 Reflecting the needs of its members through value and outcome effectiveness.

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Task 1

1. You are required to determine key objectives and to develop an advertising campaign to optimize product or service
marketing performance in response to an advertising plan. Prepare a report to encapsulate the required information and
knowledge to complete this task. Define campaign objectives:
 Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable terms
for the objectives for the advertising campaign.
 How do you make sure that your campaign objectives will be feasible?

 Discuss relevant legislation and the impact of each to Bounce Fitness’ advertising campaign.

 Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will manage these areas of
concern.

Demonstration/ observation checklist

Candidate’s name

Assessor’s name

Work activity Seek clarification on Bounce Fitness’ advertising purpose and business objectives

Date

Defining the Advertising Campaign Plan

Name of company Bounce Fitness

Version 1.0

Status Draft

Next review Next month


Document administration

Document owner
(Student’s name)

Role Marketing Manager

Signature
(please place your
signature)

Date

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1. Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable terms for
the objectives for the advertising campaign.

1.1 Purpose and business objectives (please refer to Creative Brief for the Introduction of Corporate Fitness Programs file)

1.1. Business’ vision


1 statement

Geographic
Target market of the business

1.1. Demographic
2

Behavioral

The business’ unique


1.1.
selling propositions
3
(provide a summary)

1.1.
Marketing objectives
4

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Advertising brief
review
1.1.5
(based on the
company’s marketing
mix)

Proposed new
1.1.6
creative requirements

Illustrate your own


creative artwork for an
advertisement poster
for Bounce Fitness
1.1.7 that would focus on
one of its advertising
campaign objective to
ensure positive
consumer responses.

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Please note: answers from Q 1.1.8 to 1.1.11 must relate to Q 1.1.7.

In reference to Q
1.1.7, provide a
rationale on why your
1.1.8 artwork would be able
to attract positive
responses from
customers?

In reference to Q
1.1.7, provide a brief
justification on how
your advertisement
1.1.9
would meet ACMA
regulatory
requirements

In reference to Q
1.1.7, provide a brief
justification on how the
advertisement created
1.1.10
would meet ACCC
regulatory
requirements

In reference to Q
1.1.7, provide a short
discussion why your
1.1.11 advertisement created
is able to meet ethical
(social and cultural)
requirements

Management approval (Trainer please  over boxes)

Approved Not approved

Management Initials
Date
(Trainer):

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2. Performance metrics of Bounce Fitness advertising campaign

Corporate Marketing Plan


Performance Review Evaluation
Review areas
(What is your opinion on the Bounce Fitness’ marketing performance?)
Forecast Actual

Sales $540,860 $540,860

Marketing expenses $24,600 $73,818

Website development $19,450 $17,300

Success with target segment


103 151
last 3 months

Pamphlet 52 6

Website 47 78
Success with communication strategy

Facebook ad 12 36

YouTube 32 21

Special offers 8 6

Total 151 147

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3. How does Bounce Fitness ensure that its campaign objectives will be feasible?

Bounce Fitness’ marketing objectives


SMART elements
(How does the organization’s objectives relate to SMART)

Specific – ensure your objectives are clear and


outline what you are hoping to achieve

(Refer to Business Plan).

Measurable - are your objectives able to be


measured?

(Refer to Business Plan).

Target %
Centers
Achievable - are the (Divide % appropriate to each center in terms of expected performance)
campaign objectives
achievable for everyone Cairns (HQ)
involved?

(Make your own assumption Sydney


on how you wish to divide
the percentage for each Melbourne
centers over 100%)

Brisbane

Realistic – do you have the resources and


knowledge available to achieve the campaign
objectives?

Target forecast %
Qtr.
(Provide a percentage of sales target to be achieved for each quarter for the new sales
Timing – map out a clear, target of $594,946/-)
achievable timeframe in
which the objectives
should be achieved. 1 (Jan – Mac)

(Please note that objective is


to increase 10% of sales
2 (Apr – Jun)
$540,860 = $54,000 extra =
$594,946 to be apportion
3 (Jul – Sep)
into 4 quarters within a year)

4 ( Oct – Dec)

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Task 2

1. Prepare an advertising budget based on the following”


 What research resource requirements will Bounce Fitness need for this campaign?
 Discuss the range of media options that Bounce Fitness can consider and provide justifications to the choices selected.
 Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget
and availability allocated is sufficient to meet the advertisement objectives?
 How would Bounce Fitness ensure that the overall budget meets the requirement of the advertising brief?

Types of market research Briefly discuss the various market research options

Marketing research

Attitude surveys

Secondary research

Focus group interviews

Observation

Mystery shoppers

Site audits

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Demonstration/ observation checklist

Candidate’s name

Assessor’s name

Work activity Seek clarification on Bounce Fitness’ advertising purpose and business objectives

Date

2. Identify and negotiate with external supplier (your trainer would undertake this role) on the range of media options that
Bounce Fitness can consider. (You may use supplementary case materials found in the Moodle to assist you on this
question)
Cost
Merits Legal and ethical requirements
Media options (How much and does it meet
(list a benefits of using media type) (Name the regulatory body)
budget?)

Free TV advertising

Radio advertising

Sales brochures/
promotions

Magazine advertisement

Web development/ social


marketing

Prepared by

Student’s signature
Date

Management approval (Trainer please  over boxes)

Approved Not approved

Management Initials
Date
(Trainer):

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3. Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget and availability allocated is sufficient to meet the advertisement objectives?
(Please refer to the Creative Brief for the Introduction of Corporate Fitness Programs)

Demonstration/ observation checklist

Candidate’s name Date

Work activity Budget proposal and approval Assessor’s name

Quarterly budget allocation must relate to the sales target allocation


Annual budget
Type of media Justifications to choice
allocation ($)
Q1 ($) Q2 ($) Q3 ($) Q4 ($)

Sales brochure/
promotions

Magazine
advertisement

Web development/
social marketing

Total

Management approval (Trainer please  over boxes) Approved Not approved

Management (trainer) Name Management (trainer) Initials Date

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4. Produce a timeline chart for Bounce Fitness to meet creative, media and production requirements for a YouTube advertisement to supplement its social marketing
activity in order to achieve advertising objectives. (* You may make reference of each task activity at https://www.skeletonproductions.com/insights/corporate-
video-production-guide )
Creative, media and production activity Periods
(Please highlight the boxes according to the
required timeline to achieve each activity) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Setting up media objectives


Market research
Planning on core message
Writing a production brief
Pre-production
Write script
Create storyboard
Plan and schedule shoot
Production
Post production editing
Transpose graphics and special effects
Mix music and soundtrack
Record voiceover
Format and host the video
Set up analytics and results
Distribute and promote video
Monitor and review response

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5. milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness for various media types

Person
Period (12 months) Monitoring milestones activities (Briefly state when should each media be tracked)
responsible
Media type
Monitoring progress against
Start date End date Expenditure against budget Evaluating campaign effectiveness
proposed plan

Sales brochure/
promotions

Magazine advertisement

Web development/ social


marketing

Management approval (Trainer please  over boxes)

Approved Not approved

Management (trainer): Management Initial: Date

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Assessment Submission Checklist to be completed by the Trainer/Assessor

Unit name: BSBADV602 Develop an advertising campaign

Assessment: Task 1

Did the student complete and provide evidence for the following (please  ): Yes No

1. Provide a demonstration on defining the case study’s advertising strategy?

2. Provide an analysis for the case study on its advertising performance?

3. Conducted an evaluation on the case study’s advertising objectives?

4. Developed a creative brief and advertising copy?

5. Discuss how the various legislation and ethical considerations affecting the case study’s
advertising management?

6. Submit within agreed timeframe?

Has the learner proven they can (please  ): Yes No Assessor’s Notes (if any)

1.1. Clarify the advertiser's purpose and objectives from the


advertising brief and use these to set objectives for the
advertising campaign

1.2. State campaign objectives in measurable terms and


identify the nature and extent of what the advertising is to
accomplish

1.3. Ensure campaign objectives are feasible, given the


constraints of time, budget, product and market factors

1.4. Ensure campaign objectives take into consideration factors


which may affect consumer responses

1.5. Ensure campaign objectives meet legal and ethical


requirements

Feedback and result outcome for Task 1 (please  )

Satisfactory

Not Yet Satisfactory

Re-assessment required

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Unit name: BSBADV602 Develop an advertising campaign

Assessment: Task 2

Did the student complete and provide evidence for the following (please  ): Yes No

1. Discuss the short questions?

2. Provide an analysis of the various media for case study consideration when deciding on its next
advertising campaign?
3. Provided an advertising budget that meets the requirements of the case study’s advertising
objectives?
4. Illustrated a Gantt chart and discuss how the proposed advertising timeline is able to meet
campaign effectiveness in the schedule.
5. Submit within agreed timeframe?

Has the learner proven they can (please  ): Yes No Assessor’s Notes (if any)
2.1. Assess and specify research resource requirements for the
advertising campaign
2.2. Assess and specify resource requirements for a range of
media options, creative and production services
2.3.Justify resources allocated to each component of the
advertising campaign and ensure they are sufficient, in
relative terms, to achieve the campaign objectives
2.4. Ensure the overall budget meets the requirements of the
advertising brief
3.1. Confirm the campaign length and timing from the
advertising brief
3.2. Identify service providers with the required expertise and
negotiate their costs and availability
3.3. Base the choice of service providers on merit and value for
money and ensure the selection meets legal and ethical
requirements
3.4. Ensure the time allowed in the schedule to meet creative,
media and production requirements is sufficient to achieve
the advertising objectives
3.5. Include milestones for monitoring progress and expenditure
against budget, and for evaluating campaign effectiveness
in the schedule

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Feedback and result outcome for Task 2 (please  )

Satisfactory

Not Yet Satisfactory

Re-assessment required

Assessment Summary Result (please  )

Task 1 Case study advertising plan S NYS DNS

Short questions, case study


Task 2 advertising budget S NYS DNS
demonstration

Final Assessment Result for this unit C NYC

Feedback is given to the student on each Assessment task YES NO

Feedback is given to the student on final outcome of the unit YES NO

The result of my performance in this unit has been discussed and explained to me (please place signature below)

Student Signature Date

Trainer/ Assessor’s declaration: I hereby certify that the above student has been assessed by myself and all assessments are carried
out as required by the Principles of Assessments (Clause 1.8 of the Standards for RTO 2015).

Trainer/ Assessor’s Initials Date

Appeal Process (only for mitigating circumstances)

I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook

Student Signature Date

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