Reference no: EM132863960

BSBADV602 Develop An Advertising Campaign - Australian Careers College

Activity 1A
Objective To provide you with an opportunity tounderstand how to clarify advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign.

Activity 1. What is an advertising campaign?

2. What is an advertising brief?

3. As provided by the assessor: Using the purpose and objectives within the advertising brief that you have access to, develop objectives for a hypothetical overall advertising campaign.

Activity 1B

Objective To provide you with an opportunity tounderstand how to state campaign objectives in measurable terms and identify nature and extent of what advertising is to accomplish.

Activity 1. What may measurable advertising objectives be related to?

2. What things should you consider when identifying the nature and extent of what you wish to accomplish through your advertising campaign? Think about the questions that you need to ask yourself.

Activity 1C

Objective To provide you with an opportunity tounderstand how to ensure campaign objectives are feasible, given constraints of time, budget, product and market factors.

Activity 1. How can you tell if an objective is feasible?

2. A feasible objective is an achievable objective. What are the consequences of having an objective that is unachievable?

Activity 1D Objective To provide you with an opportunity tounderstand how to ensure campaign objectives take into consideration factors which may affect consumer responses.

Activity 1. What is a consumer response? Give two examples.

2. Outline the five stages involved in the consumer buying decision process.

3. What factors may affect consumer responses? Relate to a specific example.

Activity 1E Objective To provide you with an opportunity tounderstand how to ensure campaign objectives meet legal and ethical requirements.

Activity Give five examples of legal and ethical requirements that you will need to consider when developing your advertising campaign objectives.

Activity 2A Objective To provide you with an opportunity tounderstand how to assess and specify research resource requirements for the advertising campaign.

Activity 1. Give five examples of the different types of research you can conduct for your advertising campaign.

2. Choose one of your examples and evaluate it. What is it useful for? What are its limitations?

3. For this same example, outline the resources that you will need to complete it.

Activity 2B Objective To provide you with an opportunity tounderstand how to assess and specify resource requirements for range of media options, creative and production services.
Activity 1. What things will affect your choice of media?

2. Give five examples of different media options.

3. Outline five examples of different creative and production services.

Activity 2C Objective To provide you with an opportunity tounderstand how to justify resources allocated to each component of advertising campaign and ensure they are sufficient, in relative terms, to achieve campaign objectives.

Activity

1. How can you ensure resources are sufficient?

2. When advertising, outline different ways that you can save money.

Activity 2D

Objective To provide you with an opportunity tounderstand how to ensure overall budget meets requirements of the advertising brief.

Activity 1. What is a budget?

2. Before developing a budget, what should you ask yourself?

3. Explain how you can develop an advertising budget within your own organisation.

Activity 3A

Objective To provide you with an opportunity tounderstand how to confirm campaign length and timing from the advertising brief.

Activity 1. What will the appropriate length of time of your campaign depend on?

2. When determining the appropriate timing of your campaign, what questions should you consider?

Activity 3B

Objective To provide you with an opportunity tounderstand how to identify service providers with required expertise and negotiate their costs and availability.

Activity 1. Give an example of a type of campaign and the service providers that you might need to assist you in the development of your hypothetical advertising campaign.

2. Suggest ways that you could try to reduce the cost of a campaign.

Activity 3C

Objective To provide you with an opportunity tounderstand how to base the choice of service providers on merit and value for money and ensure selection meets legal and ethical requirements.

Activity 1. Describe the process that you could use to make a choice between service providers. What questions will you ask yourself?

2. What legal and ethical requirements must your selection meet?

Activity 3D

Objective To provide you with an opportunity tounderstand how to ensure time allowed in schedule to meet creative, media and production requirements is sufficient to achieve advertising objectives.

Activity 1. What is a schedule?

2. List the three different scheduling considerations.

3. Choose one of the following types of schedules and describe it:

» Front-loading
» Pulsing
» Flighting
» Heavy-up scheduling.

Activity 3E

Objective To provide you with an opportunity tounderstand how to include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule.

Activity 1. What is a milestone?

2. List four ways to monitor progress.

3. How can you monitor expenditure?

4. List five ways that you can evaluate the effectiveness of an advertising campaign.

Section A: Skills Activity
Objective: To provide you with an opportunity to show you have the required skills for this unit.

A signed observation by either an approved third party or the assessor will need to be included in this activity as proof of completion.

This activity will enable you to demonstrate the following skills:
» Reading
» Writing
» Oral communication
» Numeracy
» Navigate the world of work
» Interact with others
» Get the work done.

Answer the activity in as much detail as possible, considering your organisational requirements.

1. Read and summarise a relevant legal or ethical requirement that you will need to be aware of when developing an advertising campaign.

2. Develop a presentation that communicates the objectives of an advertising campaign to colleagues/team members (campaigns can be from your workplace or a hypothetical project). This should illustrate both your written communication skills and your oral communication skills.

3. Estimate a budget for a campaign (campaigns can be from your workplace or a hypothetical project) and include justifications.

4. How can you ensure you meet legal and ethical requirements when selecting people for working on the campaign?

5. In either a workplace or simulated setting use collaborative techniques to engage external suppliers in consultation and negotiation.

6. Describe times either in your workplace or a simulated environment when you have:

» Accepted responsibility for analysis of campaign requirements and management of related tasks and workload
» Used systematic, analytical processes in relatively complex situations; setting goals, gathering relevant information, and identifying and evaluating options against agreed criteria
» Used main features and functions of digital technologies and tools to complete work tasks efficiently and effectively.

Section B: Knowledge Activity (Q & A)
Objective: To provide you with an opportunity to show you have the required knowledge for this unit.

The answers to the following questions will enable you to demonstrate your knowledge of:
» Explain principles of effective advertising for different markets
» Describe contents of advertising briefs
» Define what is meant by industry, services, products and organisation
» Outline and describe ethical requirements relevant to the advertising industry
» Identify organisational products or services
» Explain principles and purposes of advertising, consumer behaviour, and influences on buyer behaviour
» Identify and give an overview of key provisions of relevant legislation, codes of practice and national standards affecting business operations.

Answer each question in as much detail as possible, considering your organisational requirements for each one.

1. Describe the general principles of effective advertising.

2. List what is included in an advertising brief.

3. Define the following terms:

» Industry
» Services
» Products
» Organisation.

4. Outline two ethical requirements relevant to the advertising industry.

5. Describe a product or service that your organisation (or an example organisation) provides.

6. Describe (in fewer than 500 words) the purpose of advertising, consumer behaviour and influences on buyer behaviour.

7. Give an overview (in fewer than 300 words) of one of each of the following:

» Key provisions of relevant legislation
» Codes of practice
» National standards affecting business operations.

Section C: Performance Activity

Objective: To provide you with an opportunity to demonstrate the required performance elements for this unit.

Where relevant, a signed observation by either an approved third party or the assessor may need to be included in this activity as proof of completion.

This activity will enable you to demonstrate the followingperformanceevidence:
» Develop an advertising campaign which meets the advertiser's purpose and objectives as specified in the advertising brief, including:
o specified timelines for task completion
o resource requirements
o budgetary allocations and justifications.

Answer the activity in as much detail as possible, considering your organisational requirements.

• Develop an advertising campaign which meets an advertiser's purpose and objectives as specified in the advertising brief, including:

» Specified timelines for task completion
» Resource requirements
» Budgetary allocations and justifications.

Attachment:- Develop An Advertising Campaign.rar