ASSESSMENT SUMMARY SHEET • This form is to be completed by the assessor and used a final record of student competency. • All student submissions including any associated checklists (outlined below) are to be attached to this cover sheet before placing on the students file. • Student results are not to be entered onto the Student Database unless all relevant paperwork is completed and attached to this form. Student Name: Student ID No: Final Completion Date: Unit Code: BSBADV602 Unit Title: Develop an Advertising Campaign Please attach the following documentation to this form Result Assessment Project/Report S / NYS / DNS 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 Student Declaration I have been assessed in a fair and flexible manner. I understand that the Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks. Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback. Name: Name:
ASSESSMENT SUMMARY SHEET
• This form is to be completed by the assessor and used a final record of student competency.
• All student submissions including any associated checklists (outlined below) are to be attached to this cover sheet before placing on the students file.
• Student results are not to be entered onto the Student Database unless all relevant paperwork is completed and attached to this form.
Student Name:
Student ID No:
Final Completion Date:
Unit Code: BSBADV602
Unit Title: Develop an Advertising Campaign
Please attach the following documentation to this form Result
Assessment Project/Report S / NYS / DNS
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
Student Declaration I have been assessed in a fair and flexible manner. I understand that the Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks. Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Name: Name:
Signature:
Signature:
Date: Date:
ASSESSMENT COVER SHEET
Details of Assessment
Term and Year Term 2 2017
Assessment Type Project/Report
Due Date Class Room
Student Name:
Student ID No:
Date:
Qualification : BSB60215 Advanced Diploma of Business
Unit Code: BSBADV602
Unit Title: Develop an Advertising Campaign
Assessor’s Name
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Sydney Metro College’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to these assessment tasks. Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Name: Name:
Signature:
Signature:
Date: Date:
Student was absent from the feedback session.
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.
Resources required for this Assessment
• All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
• Upon completion, submit the assessment printed copy to your trainer along with assessment coversheet.
• Refer the notes on SMC eLearning (Moodle) to answer the tasks
• 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.
• 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 and 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.
Assessment Case Study
Bounce Fitness is made up of four fitness centers. Head office is currently established in Cairns, Queensland. The other centers are in Brisbane, (Queensland), Sydney, (New South Wales) and Melbourne, (Victoria). It is the intention of the Board of Directors that a new center will be opened in Perth, (Western Australia).
It was established in 2001 by Margaret House as a single aerobic studio. After two years’ membership increases demanded the small leased center be expanded and a new facility was built on land purchased by the organization. In 2004 a second center was established in leased premises in Brisbane and then Sydney and Melbourne in the subsequent two years.
The Head Office remains in Cairns and a Board of Directors has been established to oversee the function of the business in all of the centers. Each center has a Manager, who reports to the CEO in Cairns, and a team of permanently employed fitness instructors and other casual instructors, all of whom report to the Center Manager. The business is operated on best business practice and complies with all legislative requirements, local by-laws and is registered with the national body.
Bounce Fitness intends to market its brand through excellence in service and expertise to establish itself as a premier provider of fitness and wellness in Australia. Much time is invested in training the Center staff to upgrade their professional skills and in customer service to foster a loyal member base. Classes are innovative and varied with regular changes to routines and activities.
Bounce Fitness has developed choreographed fitness moves with accompanying music which is geared to the varying interests, needs and goals of the member group. It is intended that all around Australia, gym and fitness center members will continue to be enhancing personal performance through classes designed and produced by this business. Classes are coupled with state-of-the-art fitness equipment to cater to those who prefer resistance training to aerobic workouts. Additional free weights allow for use by even die-hard lifters.
All centers are carpeted in areas used for stationary activities, spacious, well-ventilated and air-conditioned to make the environment as safe and comfortable as possible. They are light and feature wrap-around mirrored walls. The decor was designed by a Brisbane firm and is updated every three years. There are showers, toilets, lockers.
Each center features a retail section selling fitness shoes, clothes and other related fitness items. There is a small cafeteria which is leased to a provider who supplies healthy, low calorie drinks and light food. Each Center has regularly scheduled aerobic classes ranging from high intensity to low intensity. The scheduling is left to each Center but must sustain a minimum average of twelve in each class for them to continue to be held. The style of classes changes as new methods are developed to sustain interest and provide variety.
Circuit classes are also scheduled for groups who move in a circuitous rotation around the different resistance equipment sequentially as instructed by the Instructor. They are required to complete interval aerobic exercises during the completion of a class to enhance the value of the workout.
Very low intensity classes are also held in age care facilities to keep residents active and incorporate light weights to keep them healthy. This exercise contributes to the physical and mental health of participants as well as providing an interest in their day.
Special classes are held in high schools for senior students, sheltered workshops and other special situations as requested and are operated at minimal or no cost as a community service.
Funding is primarily from memberships. Memberships are sold on one, three, six and twelve monthly basis on a decreasing fee scale. Casual members are welcome, but the daily rate is a premium one.
Each Center sells memberships to 120%. This means that at peak times it could be quite crowded, but experience demonstrates that there is a maximum of 80% usage.
The retail arm of the business accounts for about 30% of the takings from each center. The strategic plan for retail is set to increase investment in sales this year to 35%. Each Center will be given a budget to develop and implement a sales and marketing plan to trial. The most successful may be implemented nationally and will attract an incentive for the most successful Center.
The catering facilities are currently leased to private operators, and this is reconsidered during each annual planning session by the Board, which produces 5% of the income, less than the rent off-set.
Assessment Task
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.
Task 1 – Define campaign objectives
1. Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable terms for the objectives for the advertising campaign.
2. How do you make sure that your campaign objectives will be feasible?
3. Discuss relevant legislation and the impact of each to Bounce Fitness’ advertising campaign.
4. Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will manage these areas of concern.
Task 2 – Prepare an advertising budget
5. What research resource requirements will Bounce Fitness need for this campaign?
6. Discuss the range of media options that Bounce Fitness can consider and provide justifications to the choices selected.
7. 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?
8. How would Bounce Fitness ensure that the overall budget meets the requirement of the advertising brief?
Task 3 – Develop a schedule for proposed advertising activities
9. Using computer technology, produce a Gantt chart for Bounce Fitness to chart the planned progress of the campaign planning and exposure including resource requirements for campaign.
10. Discuss how Bounce Fitness can ensure that its implementation timeline is effective and meets the marketing plan requirements
11. Illustrate a creative artwork for an advertisement poster for Bounce Fitness that would focus on one of its advertising campaign objective (Increase market penetration every quarter) to ensure positive consumer responses.
12. With reference to Q11, justify how the advertising poster meets the legal (anti-discrimination, consumer protection laws), regulatory (ACMA and ACCC) and ethical (cultural and societal expectations) requirements.
Assessment template
Advertising Campaign Plan
Prepared by your name
Table of Contents Page
Executive Summary
Task 1 – Define campaign objectives
1. Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable terms for the objectives for the advertising campaign.
2. How do you make sure that your campaign objectives will be feasible?
3. Discuss relevant legislation and the impact of each to Bounce Fitness’ advertising campaign.
4. Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will manage these areas of concern.
Task 2 – Prepare an advertising budget
5. What research resource requirements will Bounce Fitness need for this campaign?
6. Discuss the range of media options that Bounce Fitness can consider and provide justifications to the choices selected.
7. 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?
8. How would Bounce Fitness ensure that the overall budget meets the requirement of the advertising brief?
Task 3 – Develop a schedule for proposed advertising activities
9. Using computer technology, produce a Gantt chart for Bounce Fitness to chart the planned progress of the campaign planning and exposure including resource requirements for campaign.
10. Discuss how Bounce Fitness can ensure that its implementation timeline is effective and meets the marketing plan requirements
11. Illustrate a creative artwork for an advertisement poster for Bounce Fitness that would focus on one of its advertising campaign objective (Increase market penetration every quarter) to ensure positive consumer responses.
12. With reference to Q11, justify how the advertising poster meets the legal (anti-discrimination, consumer protection laws), regulatory (ACMA and ACCC) and ethical (cultural and societal expectations) requirements.
Conclusion
Executive Summary
Task 1 – Define campaign objectives
1. Clarify Bounce Fitness’ advertising purpose and objectives from Bounce Fitness’ marketing plan. Use measurable terms for the objectives for the advertising campaign.
Demonstration/observation checklist
Candidate’s name
Assessor’s name
Work activity Seek clarification on organization’s advertising purpose and business objectives
Date
1.1 Purpose and business objectives
1.1.1 What is the organization’s business purpose
1.1.2 Business’ vision statement
1.1.3 Target market of the business
1.1.4 The business’ unique selling propositions
1.1.5 Business objectives
And key performance indicators
1.1.6 Advertising brief review
1.1.7 Creative requirements
Senior Management Approval
Status Approved
Pending
Not approved
Senior Management (Trainer) Name :
Senior Management (Trainer) Signature:
Date:
1.2 Performance metrics of Bounce Fitness advertising campaign
Business Objectives Corporate Marketing Plan Performance Review Evaluation
(What is your opinion on the Bounce Fitness’ marketing performance?)
Forecast Actual
1.2.1 Generate 10% yearly increase in sales $540,860 $540,860
1.2.2 Increase market penetration every quarter N/A N/A
1.2.3 Continue to cultivate Bounce Fitness’ branding $19,450 $17,300
1.2.4 Decrease customer acquisition costs by 4% N/A N/A
1.2.5 Lower the cost of service delivery by 1% a quarter N/A N/A
1.2.6 Hold spending, as a percentage of sales , at a stead rate 4.55% 4.55%
2. How does Bounce Fitness ensure that its campaign objectives will be feasible?
SMART elements Bounce Fitness’ marketing objectives
(how does the organization’s objectives relate to SMART) Evaluation on Bounce Fitness’ performance
(How is the organization performing?)
2.1.1 Specific – ensure your objectives are clear and outline what you are hoping to achieve.
2.1.2 Measurable - are your objectives able to be measured? Measurable objectives help to determine the success of the campaign, and communicate the observable results to be obtained.
2.1.3 Achievable - are the campaign objectives achievable for everyone involved? Centers Target %
Cairns (HQ)
Sydney
Melbourne
Brisbane
2.1.4 Realistic – do you have the resources and knowledge available to achieve the campaign objectives?
2.1.5 Timing – map out a clear, achievable timeframe in which the objectives should be achieved. Qtr. Target forecast ($)
1
2
3
4
3. Discuss relevant legislation and the impact of each to Bounce Fitness’ advertising campaign.
Provide a short narration on why organizations must have a good understanding of the local legislation when they operate their business
Legislation What is it about?
(briefly discuss on what this legislation focuses on) How does this impact Bounce Fitness?
(briefly discuss what must the organization need to do)
3.1 Anti-discrimination
(human rights)
3.2 Consumer Protection Laws
(Australian Competition & Consumer Commission – advertising and selling guide)
3.3
Privacy Laws Act
(Australian)
3.4 Trade Practices Act
(Federal Register of Legislation)
3.5 Copyright Act
(Attorney-General’s Department)
4. Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will manage these areas of concern.
Provide a short narration on why organizations must exhibit appropriate legal and ethical behavior when they plan for their advertising campaign
Advertising regulators What is it about?
(briefly discuss on what does this regulator focuses on) How does this impact Bounce Fitness?
(briefly discuss what must the organization need to do to manage effectively)
4.1 Advertising Standard Bureau
(ASB)
4.2 Australian Communications and Media Authority (ACMA)
4.4 Australian Competition and Consumer Commission
(ACCC)
4.5 Australian Performing Rights Association
(APRA)
4.6 Commercial Radio Australia
4.7 Free TV Australia
Other ethical considerations What is it about?
(briefly discuss what is this ethical consideration is all about) How does this impact Bounce Fitness?
(briefly discuss why must the organization need to consider this ethical aspect)
4.8 Australian cultural expectations and influences
(In terms of way of country’s principles and values such as respect rules and regulations, etc.)
4.9
Social responsibilities
(In terms of protection of children, domestic violence, work safety, quality of work life, environmental issues, etc.)
4.10 Societal expectations
(In terms of local communities, lifestyle expectations, etc.)
Task 2 – Prepare an advertising budget
5. What research resource requirements will Bounce Fitness need for this campaign?
Provide a short narration on why organizations initiate market research when they plan for their advertising campaign
Types of market research What is it about?
(briefly discuss what is this type of market research is all about) How does this suitable for Bounce Fitness to adopt?
(Briefly provide your justifications for it)
5.1 Marketing research
5.2 Attitude surveys
5.3
Secondary research
5.4 Focus group interviews
5.5 Observation
5.6 Mystery shoppers
5.7 Site audits
6. Discuss the range of media options that Bounce Fitness can consider and provide justifications to the choices selected.
Provide a short narration on why organizations should consider a wide range of media options when they plan for their advertising campaign
Media options
Option assessment
(explain in briefly on its effectiveness in relation to Bounce Fitness) Costing
(estimate in AUD$) Feasibility
(F or U)
6.1 Billboards
6.2 Cable and satellite television advertising
6.3 Cinema advertising
6.4 Free TV advertising
6.5
Exhibitions and trade fairs
6.6 Direct mail
6.7 Radio advertising
6.8 Sales brochure
6.9 Sales promotion
6.10 Sponsorship
6.11
Newspapers advertising
6.12 Social marketing
6.13 YouTube
7. Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget and availability allocated is sufficient to meet the advertisement objectives?
Demonstration/observation checklist
Candidate’s name
Assessor’s name
Work activity Identification of service providers with required expertise, costs and availability
Date
Type of media Justifications to choice
7.1
7.2
7.3
7.4
7.5
7.6 Bounce Fitness Quarterly Marketing Budget for Year 2xxx
Selected media (based on Q6) Annual budget allocation ($) Quarterly budget allocation
Q1 ($) Q2 ($) Q3 ($) Q4 ($)
7.6.1
7.6.2
7.6.3
7.6.4
7.6.5
Total
Senior Management Approval
Status Approved
Pending
Not approved
Senior Management (Trainer) Name :
Senior Management (Trainer) Signature:
Date:
8. How would Bounce Fitness ensure that the overall budget meets the requirement of the advertising brief?
8.1 Advertising budgeting decision provide a brief discussion on how do companies decide on how much spend on advertising and promotion
8.1.1 How the total advertising and promotion money marked for different media
8.1.2 How the total advertising and promotion money marked for different products/ services
8.1.3 How the total advertising and promotion money marked for geographic areas/ target markets
8.2 Types of budgetary methodology
Budget type How does it work? Evaluation (suitability for Bounce Fitness) Feasibility (F or U)
8.2.1 Percentage-of-sales
8.2.2 Competitive-parity
8.2.3 Payout plan
8.2.4 Budgeting based on competition
8.2.5 Task-based
Task 3 – Develop a schedule for proposed advertising activities
9. Using computer technology, produce a Gantt chart for Bounce Fitness to chart the planned progress of the campaign planning and exposure including resource requirements for campaign.
9.1 Bounce Fitness Gantt chart for its advertising campaign for a TVC (paste Gantt chart in the box below as a picture)
Approval ? Yes ? No
Name: Position: Signature: Date:
10. Discuss how Bounce Fitness can ensure that its implementation timeline is effective and meets the marketing plan requirements
Provide a short narration on the importance of implementation planning
10.1 Management strategy
10.2 Planning
10.3 Resource management
10.4 Governance
10.5 Engaging stakeholders
10.6 Description of deliverables based on organizational objectives, roles and responsibilities of governance group members
Organizational objectives Advertising campaign activities Resources needed Deliverables Stakeholder role Responsibilities Engagement strategy (communication)
10.6.1 Business sustainability Generate 10% yearly increase in sales
10.6.2 Decrease customer acquisition costs by 4%
10.6.3 Lower the cost of service delivery by 1% a quarter
10.6.4 Hold spending, as a percentage of sales , at a steady rate
10.6.5 Growth potential Increase market penetration every quarter
10.6.6 Corporate branding Continue to cultivate Bounce Fitness’ branding
10.6 Managing risk
10.7 Monitoring, review and evaluation
11. Illustrate a creative artwork for an advertisement poster for Bounce Fitness that would focus on one of its advertising campaign objective (Increase market penetration every quarter) to ensure positive consumer responses.
11.1 Bounce Fitness creative artwork for an advertisement poster (paste artwork in the box below)
11.2 Provide a rationale on how the artwork would be able to enlist a positive consumer response
12. With reference to Q11, justify how the advertising poster meets the legal (anti-discrimination, consumer protection laws), regulatory (ACMA and ACCC) and ethical (cultural and societal expectations) requirements.
12.2.1 Anti-discrimination Act
12.2.2 Consumer Protect Law
12.2.3 Australian Communications and Media Authority (ACMA)
12.2.4 Australian Competition and Consumer Commission (ACCC)
12.2.5 Cultural expectations
11.2.6 Societal expectations
Conclusion
Assessment Submission Checklist to be completed by the Trainer/Assessor
Did the student complete and provide evidence for the following: Yes No
1. Provide an Advertising Campaign in a report format to the Board of Directors and CEO of Bounce Fitness. ? ?
2. Provide relevant information to support the plan? ? ?
3. Submit within agreed timeframe? ? ?
Trainer/ Assessor’s signature: Date:
Assessment Feedback Evaluation
Student’s name:
Trainer/ Assessor’s name: Date:
Unit name: BSBADV602 Develop an Advertising Campaign
Has the learner proven they can: Yes No
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 ? ?
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 ? ?
FEEDBACK TO STUDENT:
Assessment outcome ? Satisfactory ? Not Yet Satisfactory ? Re-assessment required
Student Signature The result of my performance in this unit has been discussed and explained to me.
____________________________ Date: ______________
Student signature
Trainer/ Assessor’s Signature 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).
____________________________ Date: ______________
Assessor signature
Appeal Process
I would like to appeal the outcome of this assessment as per the appeals procedure in the Student Handbook
Student’s signature: _______________________ Date: __________________
Assessment Receipt
Student’s Name:
Unit: BSBADV602 Develop an Advertising Campaign
Assessment: One
Term: 3 2017
Assessors Name:
Assessors Signature:
Submission Date:
Resubmission Date:
Assessor’s Signature on Resubmission:
Important Notes: This is your evidence that you have handed in your assessment to your trainer. It is your responsibility to keep this document by the end of the term. This Assessment Receipt is not to be considered that the assessment has a positive outcome.
Student Declaration
Your trainer and assessor is required to discuss the following matters with you.
? Purpose and outcomes of the assessment process
? Relevant unit/s of competency
? Recognition of Prior Learning
? Appeals process
? Confidentiality and security of information
? Special need/ Additional information
? Signing of Student Declaration
In signing this form the Student acknowledges that the assessment process has been fully explained by this unit’s Trainer and Assessor Sydney Metro College. This declaration verifies that copies of the Assessment Plan and Unit of Competency have been provided and that the candidate understands and agrees to the assessment process as described. The candidate also confirms that she/he agrees that Sydney metro College has removed the weighting and marking as part of its assessment evaluation. This competency based training (CBT) assessment is part of Sydney metro College continuous improvement policy and compliance upgrade.
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