BSBADV507_Assessment_Guide_v1_Student (Sakpiroon Ainthijan GBC200104)

BSBADV507 Develop a media plan INFORMATION FOR STUDENTS General Assessment Information This information is designed to provide you with a full overview of the tasks you need to successfully complete to be deemed competent in this unit. You must achieve a satisfactory performance in each of the assessment tasks in order to be deemed competent in the relevant unit. Where necessary, the assessment tasks are divided into parts or steps. These are designed to take you through a step by step approach to completing the activities. Instructions First and foremost, please contact your assessor to discuss any necessary adjustments that may need to be made prior to completing these tasks. The instructions for each of the assessment tasks are logically sequenced. If you have any questions, contact your assessor immediately. If there is a practical component to your assessment, you will need to discuss the arrangements for its completion with your assessor in advance. Assessment Cover Sheet Once you have completed all of the tasks, complete the Assessment Cover Sheet, sign the declaration and forward along with your documentation to your assessor. It should be uploaded along with the assessment on to the RTO manager. Submitting Assessment Tasks All written assessment tasks must be typed and submitted with the provided cover sheet. Your trainer/assessor will tell you when assessments are due. It is your responsibility to ensure that assessment tasks are submitted on or before their due date. Extensions for individual assessment tasks may be negotiated with your trainer in specific circumstances. You must request this prior to the due date, and extensions due to illness will require a medical certificate. Extensions will be confirmed by your trainer/assessor. Where assessment tasks are submitted following the conclusion of the unit of competency without a medical certificate or extension, a late submission fee for each assessment task will be charged. Assessment Outcomes There are two outcomes of assessment tasks: S = Satisfactory and NS = Not Satisfactory (requires more training and experience). You will be awarded C = Competent on completion of the unit when you have achieved S for all completed assessment tasks and by meeting all the performance criteria. If you fail to meet this requirement, you will receive the result NYC = Not Yet Competent and will be eligible to be re- assessed according to George Brown College policy. If you are deemed Not Competent by your assessor and require re-assessment, you will be informed of the process. A fee may be charged according to George Brown College policy. If all assessment tasks are not completed for a qualification, a certificate will not be awarded. A Statement of Attainment for completed units of competency will be provided. Your Results Your assessor is committed to providing you with detailed feedback on the outcomes of the Student Assessment Guide v 1 April 2019 Page 3 of 30

BSBADV507 Develop a media plan ASSESSMENT COVER SHEET Student Name: Sakpiroon Ainthijan Student ID: GBC200104 Contact Number: 0404573298 Email: Sakpiroon11@gmail.com Trainer / Assessor Name: Shahid Bhuyian Qualification: Unit of Competency: BSBADV507 Develop a media plan Assessment: ☐ Written Questions ☐ Project ☐ Presentation Due Date: 20/06/2021 Date Submitted: 04/06/2021 If your assessment is being submitted after the due date, please attach a copy of the written confirmation of extension received from your assessor. Declaration: I have read and understood the following information at the beginning of this assessment guide (please tick): ☐ Assessment information ☐ Submitting assessments ☐ Plagiarism and referencing I declare this assessment is my own work and where the work is of others, I have fully referenced that material. Sakpiroon Ainthijan Sakpiroon A. 04/06/2021 Name (please print) Signature Date Student Assessment Guide v 1 April 2019 Page 6 of 30

BSBADV507 Develop a media plan Drive traffic to website or social media. (depends on budget). Can be thrown away as perceived as junk mail. Question 4. For each of the below legislation, standards and codes of practice relating to advertising activities, briefly summarise the key points. (30-100 words for each) Legislation, standards and codes of practice Summary of key points Australian Consumer Law: • a national unfair contract terms law covering standard form consumer and small business contracts; • a national law guaranteeing consumer rights when buying goods and services; • a national product safety law and enforcement system; • a national law for unsolicited consumer agreements covering door-to-door sales and telephone sales; • simple national rules for lay-by agreements; and • penalties, enforcement powers and consumer redress options. Competition and Consumer Act (Trades Practices Act): Broadly, it covers: • product safety and labelling • unfair market practices • price monitoring • industry codes • industry regulation – airports, electricity, gas, telecommunications • mergers and acquisitions. Privacy Act: The Privacy Act applies to ‘personal information’. Personal information is defined in the Privacy Act, but broadly speaking, it is information that can be used to identify you. The information collected by online advertisers may often not be sufficient to identify you; it might just be general information about your interests and sites you have visited. So, companies using OBA may not need to comply with Student Assessment Guide v 1 April 2019 Page 9 of 30

BSBADV507 Develop a media plan people. 2.3 Advertising or Marketing Communication shall not present or portray violence unless it is justifiable in the context of the product or service advertised. 2.4 Advertising or Marketing Communication shall treat sex, sexuality and nudity with sensitivity to the relevant audience. distinguishable as such to the relevant audience. (b) Briefly summarise and explain the key ethical principles described above which relate to the advertising industry. (15- 20 words) Advertising must not be misleading or deceptive, exploit community concerns one breach legislation or community standards. Question 6. Define the following terms used for media audience and provide an example of a media source for each. (20 – 50 words each) ● Fragmented: ● Mass: ● Niche: Use the table below for your answer. Data analysis method Explanation Fragmented: The division of audience into smaller groups due to the variety of media- example: newspaper audiences can now be in paper and online. Student Assessment Guide v 1 April 2019 Page 12 of 30

BSBADV507 Develop a media plan The target market for these T-shirts are ages 12-24, females and gay man. (b) An explanation of whether it is a fractured, mass or niche audience Age: 17-24 Gender: female Both schooling and clerical Geographic: Location: Manly and Bondi beach. Income: Average and above level Concerns: fun, social interactions, innovations. Attitudes: open to new ideas, sociable and love fashion. 2. Analyse the product and the creative requirements and: (a) List and describe the products being offered The product is high quality very trendy T-shirts. Although it is expected that customers will only wear the T-shirts for a couple of months before they go out of fashion, it is important that the material is strong and that the colours will last. The material must be strong as our target market is very active and it is presumed that they will put a lot of “wear and tear” on the T-shirts. It is important that the colours will last through several washes and sunlight as the strong colour is one of the features that makes the T-shirts trendy. (b) Determine the reach The number of individuals that will be reached at least once during specific period time:80-89% (c) Determine the frequency of the advertising needed in general (specific media schedule will be created later) The number of times commercial is aired or printed within a given period time ‘’Once weekly’’ – determine your frequency. Part B: Media Mix For this part of the assessment you will read through the scenario and documents in Appendices A and B, then complete each of the below tasks. Student Assessment Guide v 1 April 2019 Page 15 of 30

BSBADV507 Develop a media plan Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov De Total Twitter 1,0 00 1,0 00 1,0 00 1,0 00 1,00 0 1,00 0 1,0 00 1,0 00 1,0 00 1,0 00 1,0 00 1,00 0 12,00 0 Teen magazi ne 5,0 00 5,0 00 5,00 0 5,0 00 5,0 00 5,0 00 30,00 0 Total 6,0 00 1,0 00 6,0 00 1,0 00 6,00 0 1,00 0 6,0 00 1,0 00 6,0 00 1,0 00 6,0 00 1,00 0 42,00 0 2. Create a second, alternative media schedule so that your supervisor at Hot Shot T-shirts has a choice as to which schedule to choose. In this schedule, you can vary the media used, the frequency, the budget, etc. Media Ja n Fe b M ar Apr Ma y Jun Jul Aug Se p Oct No v De Tota l Twitter 1,0 00 1,0 00 1,0 00 1,0 00 1,0 00 1,0 00 1,0 00 1,00 0 1,0 00 1,00 0 1,0 00 1,0 00 12,0 00 Teen magazine 5,0 00 5,0 00 5,0 00 5,0 00 5,0 00 5,00 0 30,0 00 Facebook 2,0 00 2,0 00 2,0 00 2,0 00 2,00 0 2,00 0 2,0 00 14,00 0 Total 8,0 00 1,0 00 8,0 00 3,0 00 6,0 00 3,0 00 6,0 00 3,00 0 6,0 00 3,00 0 6,0 00 56,00 0 3. Create a testing schedule for the media plan. This can be a simple schedule where you write down what month you will do a pilot test on the media you are planning to use next. For example, if you are planning on running a newspaper ad in September, you may want to run a test on the ad in August. You need to allow for enough time to be able to modify your plan based on the results of your test. What media you will test When you will test it (e.g. what month or week) Teen magazine August Face book November Twitter December Assessment Criteria Your assessor will be assessing you against the criteria in the attached Marking Guide. Submission Requirements You will need to submit the following for this assessment: ● Your media plan which includes all three sections as stated above with each task completed and clearly numbered. Student Assessment Guide v 1 April 2019 Page 18 of 30

BSBADV507 Develop a media plan A SSESSMENT 3: P RESENTATION Overview For this assessment you are to demonstrate you have the skills and knowledge to: ● Present your plan ● Use effective communication to convey and explain your plan ● Use active listening and questioning skills For this assessment you will deliver presentation to explain your media plan that you developed in Assessment 2. Scenario In your role of Advertising Manager for Hot Shot T-shirts, you have developed a media plan and two alternative media schedules for rollout of the plan. You now need to present them to your supervisor at Hot Shot T-shirts. You will deliver the presentation to your supervisor and other managers or marketing personnel at Hot Shot T-shirts. Task You are to develop and deliver a 5-10 minutes presentation. The presentation will be delivered to your class who will act in the role of the supervisor, other managers and marketing personnel. You must use presentation software to create your presentation slides. There should be at least one (1) slide for each of the three sections of your plan (Market Analysis, Media Mix and Media Schedule). Note that you should include both media schedules and explain the difference between them. You should provide a brief summary of your plan for each section in your presentation. During the presentation, you must: ● ask at least two (2) questions to the audience ● use active listening to clarify the question to ensure you understand it before answering it ● enter data into a table or graph and include this in the presentation Your assessor will observe you, and will advise you when this is to take place. Assessment Criteria Your assessor will be assessing you against the criteria in the attached Presentation Record. Submission Requirements You will need to submit the following for this assessment: ● Presentation slides Student Assessment Guide v 1 April 2019 Page 21 of 30

BSBADV507 Develop a media plan A SSESSMENT 3: P RESENTATION - O BSERVATION SHEET & MARKING GUIDE Student’s name: Sakpiroon Ainthijan Student ID GBC200104 Assessor’s name: Shahid Bhuyian Date of observation: 04/06/2021 Unit of competency: BSBADV507 Develop a media plan Did the student satisfactorily: Yes No Comments Clearly convey and explain their media plan and their two media schedules? Demonstrate effective communication skills to a professional level, including: € clear speech € vocabulary suitable for the audience € appropriate non-verbal language e.g. eye contact with audience? Present information clearly and in logical order. During the presentation: € ask at least two (2) questions to the audience € answer questions from the audience € use active listening to clarify the question to ensure they understand it before answering it? Use technology to enter data, organise and present information, including production of at least one slide for each of the three sections of the medial plan? Use clear written words on the slides that are easy to read and understand? Enter data into a table or graph and include this in the presentation? Feedback to student: Student Assessment Guide v 1 April 2019 Page 22 of 30

BSBADV507 Develop a media plan Student’s overall performance is: ☐ Satisfactory ☐ Not Satisfactory Is re-assessment required? ☐ Yes ☐ No Assessor’s signature: Date: Student’s signature: Sakpiroon A. Date: 04/06/2021 Student Assessment Guide v 1 April 2019 Page 23 of 30

BSBADV507 Develop a media plan Appendix A - Sample Business Scenario Hot Shot T-Shirts 1. Overview Hot Shot T-shirts is a retail company that sells trendy T-shirts. The target market is fashionable teenagers and young people up to age 24. The T-shirts are made of high quality material and as a result are relatively expensively priced in the market. The company plans to advertise mostly through teen magazines, teen websites and social media. The company has 2 small boutique stores located in Bondi and Manly. The T-shirts are manufactured in China and they are stored in a warehouse in western Sydney for easy distribution to the stores. The T-shirts are imported by boat, and the company owns one truck to distribute the T-shirts to the stores. As the T-shirts are trendy, Hot Shot T-shirts needs to continually produce new T-shirts in order to keep their customers coming back as they probably only wear the T-shirts for a couple of months before they go out of fashion. This means that the company must spend a lot of money on research and production, but it also means that they will have steady, loyal, repeat customers. After 3 years, the company would like to expand the business into new markets. 2. Marketing 2.1 Product The product is high quality very trendy T-shirts. Although it is expected that customers will only wear the T-shirts for a couple of months before they go out of fashion, it is important that the material is strong and that the colours will last. The material must be strong as our target market is very active and it is presumed that they will put a lot of “wear and tear” on the T-shirts. It is important that the colours will last through several washes and sunlight as the strong colour is one of the features that makes the T-shirts trendy. 2.2 Target Market The target market for these T-shirts are ages 12 – 24. We believe that the T-shirts will appeal mostly to women, but also to “goth” and gay men. 2.3 Market Analysis The expensive T-shirt market is very competitive in Sydney with surfing shops dominating the market. This is a large and very profitable marketplace. However, on the popular beaches (Bondi and Manly), there are very few non-surfing T-shirts boutiques that cater to the market. 2.4 Price & Placement Our trendy T-shirts will be priced at the high end of the market with T-shirts selling at $50 per T- shirt. The T-shirts are sold out of boutique stores in Manly and Bondi where there are several wealthy and trendy youths. 2.5 Distribution Once the T-shirts arrive from China, our truck picks up the T-shirts and puts them into a warehouse in western Sydney. The truck then distributes the T-shirts from the warehouse to the stores twice weekly. Student Assessment Guide v 1 April 2019 Page 24 of 30

BSBADV507 Develop a media plan 2.6 Budget The overall marketing budget for this year is $500,000. $400,000 of which is earmarked for advertising. 3. Customer analysis Customer analysis for the previous year after three years of operations found: ● Market is 80% girls ● Market age is 17-24 ● Purple, Pink, and Blue T-shirts seem to be the most popular ● Shirts with graphics sell more than plain shirts ● ROI for magazine marketing is 5% ● ROI on Sydney radio is 1% ● A recent customer survey found the following: o 95% of customers were happy with the quality of the T-shirts o 90% of customers like the colours and graphics o 60% of customers saw the shop and walked in o 30% of customers received a recommendation to come to the shop ● Rents in both Manly and Bondi are increasing each year Student Assessment Guide v 1 April 2019 Page 25 of 30

BSBADV507 Develop a media plan Appendix B – Business documents Communication and Marketing Policies and Procedures Hot Shot T-shirts is committed to producing consistent external messages that build the brand and clarify communication between all internal and external stakeholders. This policy is intended to: - Help enhance the brand visibility - Ensure all communication and information follows the branding guidelines and style guide - Help improve information flow both internally and externally - Help reduce miscommunication Consistent strategies are essential to implement across all forms of communication: advertising, social media, brochures, printed publications, web pages, direct mail/marketing, etc. The Marketing Department is responsible for overseeing the creation and maintenance of all marketing and communication strategies. Scope: This policy applies to all divisions of Hot Shot T-shirts and includes all marketing and communication activities such as: publications (print and electronic), merchandise, logos, advertising, media relations, videos, web pages, events, sponsorships, social media and market research. Use of Logo: The Hot Shot logo is a registered trademark and may only be used for authorized purposes. The Marketing Department must approve all uses of the logo. Social Media: Hot Shot T-shirts encourages and supports the use of social media for marketing purposes, engaging with customers, and event promotion. The purpose of using social media as a communication strategy is to promote Hot Shot’s brand, and promote its products and events. The Social Media Manager must approve any use of social media by others and is also responsible for social media campaigns and strategies. All social media posts must link back to Hot Shot’s website. All social media posts must be inclusive, responsive, respectful and friendly, and encourage the reader to visit the website or engage in an activity. Website Content: Website content must adhere to the branding guidelines and style guide. It must contain the logo, footer and contact information. Website content must adhere to high levels of quality and reflect the company’s mission and vision statements. All content should be checked for spelling and punctuation. The Website Manager is responsible for all content on the web pages, monitoring the website, and reporting on analytics and the user experience of the website. Student Assessment Guide v 1 April 2019 Page 26 of 30

BSBADV507 Develop a media plan The Website Manager is also responsible for SEO and ensuring that the website is easily found on standard search engines (e.g. Google) and remains in the top 10 on agreed word searches. E-News and Direct Marketing: Content must be inclusive, responsive, respectful and friendly. It should link back to the website. All content must adhere to high levels of quality and reflect the company’s mission and vision statements. All content should be checked for spelling and punctuation. Do not publish customer details or unapproved images. All data must be collected and handled in accordance with the Privacy Act. The Advertising Manager is responsible for all e-news and direct marketing strategies and content. Student Assessment Guide v 1 April 2019 Page 27 of 30

BSBADV507 Develop a media plan Hot Shot T-shirt’s Advertising Brief Brand Statement Hot Shot is a lifestyle brand that provides trendy T-shirts to youths. Target Audience The target market for these T-shirts are ages 12 – 24, females and gay men. Advertising Objective New campaign to increase brand awareness and demand for Hot Shot’s T-shirts. Consumer Message Trendy T-shirts to make you hip and stylish – your friends will be envious. Key Consumer Benefit Looking good, being a trend setter. Product information Bright colours, stylish cuts, good quality material, fashionable Competition Other surf brands (e.g. Billabong, Quicksilver, Rip Curl etc.), boutique clothing shops in Bondi and Manly. Advertising Tone Trendy, innovative, enviable Advertising Media Magazines, social media, shop signage, merchandising opportunities on other trendy websites, games or virtual worlds Mandatory Requirements Logo, website link Timeline To begin in two (2) weeks and continue for 12 months Budget $400,000 Student Assessment Guide v 1 April 2019 Page 28 of 30

Appendix C – Media Schedule Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Twitter 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 12,00 0 X Magazine 5,000 5,000 5,000 15,00 0 TOTAL 6,000 1,000 1,000 1,000 6,000 1,000 1,000 1,000 6,000 1,000 1,000 1,000 27,00 0

Appendix D - Recommended Reading Legislation / Codes / Industry Information: https://www.accc.gov.au/consumers/consumer-protection https://www.business.gov.au/Planning/Templates-and-tools/Industry-factsheets/Retail-and- Wholesale-Trade-Industry-Fact-Sheets http://www.accc.gov.au/about-us/australian-competition-consumer-commission/legislation#the- competition-and-consumer-act-2010 http://consumerlaw.gov.au/the-australian-consumer-law/ https://www.business.gov.au/business-topics/selling-products-and-services/business- premises/Pages/commercial-leasing-in-your-state-or-territory.aspx Retail Market information: http://prp.com.au/wp-content/uploads/2017/11/Retail-Property-Report-Australian-CBD-first-half- 2017.pdf https://www.ibisworld.com.au/industry-trends/market-research-reports/retail-trade/other-store- based-retailing/clothing-retailing.html https://www.ibisworld.com.au/industry-trends/specialised-market-research-reports/consumer- goods-services/luxury-retailing.html https://www.abc.net.au/news/2018-10-24/shopping-on-high-st-how-fashion-is-now- unfashionable/10422506 Industry software: https://fitsmallbusiness.com/free-social-media-scheduling-tools/ https://coschedule.com/marketing-calendar-software/ https://www.loomly.com/15-day-free-trial? utm_source=google&utm_medium=cpc&utm_campaign=keywords&gclid=EAIaIQobChMIprfq_LHl4 QIVmDUrCh0uagG1EAAYBCAAEgIp_vD_BwE