Assessment Materials
BSBADV602 Develop an advertising campaign
1st Edition 2018
Table of Contents
About your Assessment 1
Your assessment declaration 1
Assessment Tasks 2
Assessment Task 1: Define campaign objectives 2
Submission details 2
Overview 2
Evidence requirements 4
Appendices 5
Assessment Task 1 Appendix 1: Bang the Drum Creative case study 5
Assessment Task 1 Appendix 2: Australian Hardware creative brief 6
Feedback sheet assessment task 1 8
Assessment Task 2: Prepare the advertising budget 10
Submission details 10
Overview 10
Evidence requirements 12
Feedback sheet assessment task 2 13
Assessment Task 3: Develop an advertising schedule 15
Submission details 15
Overview 15
Evidence requirements 16
Feedback sheet assessment task 3 17
Assessment Record Summary 19
About your Assessment
This assessment covers BSBADV602 Develop an advertising campaign. The assessment for this unit of competency includes:
? Define campaign objectives
? Prepare the advertising budget
? Develop an advertising schedule.
Your assessor will discuss the assessment with you, including details about:
? the unit of competency and assessment requirements
? recognition of prior learning
? whether you have any special needs that could require adjustments to the assessment process or tasks
? appeals process
? confidentiality and security of information
? signing of this declaration.
The assessments are due, or will take place, at times and locations agreed between you and your assessor. If you are emailing or sending printed or electronic documents for to your assessor make sure that you keep a copy for yourself.
Assessment site/ submission details Suite 2C 1C Grand Avenue Camellia NSW 2142
Assessment date/s
Time/s
Your assessment declaration
The assessment process has been fully explained to me and I understand how it will be conducted. I also agree that all work submitted for assessment is my own.
Learner’s name
Learner’s signature
Date
Contact details (phone or email)
Assessment Tasks
Assessment Task 1: Define campaign objectives
Submission details
Qualification code and title
Unit code and title BSBADV602 Develop an advertising campaign
Learner’s name Phone no.
Learner’s ID number
Assessor’s name Phone no.
Assessment site
Assessment date/s Time/s
Further details
Learner’s declaration I declare that the work submitted for this assessment is my own work.
Learner’s signature
Date
The assessment task is due on the date specified by your assessor. Your assessor must approve any variations to this arrangement in writing.
Overview
This task forms part of your assessment for BSBADV602 Prepare an advertising campaign.
This assessment will focus on the skills and knowledge needed to define the campaign objectives for a client by clarifying the advertiser’s purpose and objectives from their advertising brief, determining that the campaign objectives are feasible, legal and ethical.
Your task
Using Appendix 1: Bang the Drum Creative case study, or an organisation agreed upon with your assessor, you will develop an advertising campaign for your client. You may conduct any research necessary to complete this task, but any references (for example, to statistical data) must be accompanied by a link to the reference for verification by your assessor.
Note: This assessment task is the first of three assessment tasks, in which you will define campaign objectives, prepare an advertising budget and develop the schedule for the proposed advertising activities as part of a total, integrated project.
Complete the steps outlined below.
Steps
1. Read Appendix 1: Bang the Drum Creative case study and Appendix 2: Australian Hardware creative brief. For further reading, you may also read AH Business Plan and AH Marketing Plan provided by your assessor.
Note: You may select your own case study for use in the assessment tasks, subject to agreement with the assessor.
2. Develop an advertising campaign brief, which will be built upon with each assessment task. Your brief will include the following sections:
a. a cover page, with your details
b. a table of contents, to be updated after each assessment task
c. an introduction, which will provide an overview of the brief you are creating and the client’s requirements
d. a background, which will provide:
i. a brief recap of what the client has asked for in the original creative brief
ii. an introduction to your organisation
iii. an overview as to why your organisation is the best for the client’s requirements
e. a section titled ‘Objectives’, which will:
i. review the advertising brief provided and outline the advertiser’s purpose and objectives for the advertising campaign
ii. highlight any areas of the brief which may be unclear or ambiguous and explain how you would seek clarification with the client on these areas, as well as the impact any changes may have on the outcomes
iii. state each of the campaign objectives as a quantifiable measurement, outlining what the advertising should accomplish for each objective
iv. outline any internal or external factors that may prevent the campaign objectives from being achieved and how this can be managed to ensure the objectives are achievable
v. highlight any concerns regarding the feasibility or achievability of any of the objectives
vi. outline any factors which may affect consumer or target audience responses, describing how you have determined whether there are any consumer or audience factors.
vii. outline any legal or ethical requirements for the campaign objectives, governing bodies which oversee the advertising industry and any relationship they may have to your campaign
viii. detail any potential risks to your campaign from a legal or ethical perspective.
f. a section of references as needed.
3. Once you have completed the above tasks, conduct a meeting with ‘the client’ – this may be your assessor or another person, to present your brief so far.
Note: If you meet with someone other than your assessor, either the assessor will need to be present or there will need to be a recording of the meeting.
Present the details you have included in your report, with the purpose of clarifying the campaign objectives and explaining any ethical or legal requirements for the campaign based on the objectives.
Evidence requirements
You must:
? submit a document that addresses all the questions listed
? conduct a short presentation to either the assessor or another approved person to outline your findings so far
? submit all documentation in the format and within the timeframe agreed with your assessor.
Your assessor will be looking for evidence that you:
? described and explained the contents of the advertising brief
? clarified the advertiser’s purpose and objectives
? stated the objectives in measurable terms
? explained what the advertising is to accomplish
? determined the feasibility of the objectives based on factors such as budget, product and market conditions
? outlined any internal or external factors that may affect consumer or target audience responses to the campaign
? ensured that the objectives meet legal and ethical requirements.

Appendices
Assessment Task 1 Appendix 1: Bang the Drum Creative case study
About your organisation
You work for Bang the Drum Creative, which is an advertising company with offices in all capital cities in Australia, and regional offices in Auckland, New Zealand, Kuala Lumpur, Malaysia and Singapore. You are a fast-growing company, with over 300 employees. Your in-house creative team includes graphic designers, web designers, video editors and voiceover artists.
About your role
You are a customer relationship manager, working as part of the customer management team. You work with clients after the creative brief has been developed to manage the development of the advertising campaign and coordinate with the client to ensure that all the requirements of the brief are covered in the campaign and that the budget and schedule are adhered to. Most importantly, you ensure that the customer is satisfied both with the process and the final results.
About your client
Your client is Australian Hardware Ltd, which has been established since 1921 and has a good reputation for quality in the home improvement and hardware markets. They have 138 stores nationally and employ over 10,000 staff in various roles.
You can read an overview of their business in the documents AH Business Plan and
AH Marketing Plan included in your learning materials.
The original business and marketing plans were developed in 2013. However, due to a range of market and business factors, they were not able to act on these plans and are now in a position to pick up their plans again and move the business forward.
All the statistics mentioned in the business and marketing plans have stayed fairly constant, which means the numbers are reasonably similar. While Australian Hardware has experienced some growth, particularly with one large competitor recently closing its doors, their growth was not as high as hoped.
Australian Hardware is now looking to introduce a revolutionary new service, offering to the home improvement and hardware industry, called Tradies to You. The plan is to hire out tradespeople to Australian Hardware customers to do the jobs which the customers may not be able to do, or to fix DIY jobs which went wrong. Having completed some further market and industry research, Australian Hardware believe they are ‘on a winner’ with this service and are very excited to get this off the ground as soon as possible.

Assessment Task 1 Appendix 2: Australian Hardware creative brief
Client Australian Hardware
Product Tradies to You
Key observations Competition in the Hardware and DIY market is strong and there exist opportunities to tap into the growth of the DIY and home renovation market.
The growth of home renovation reality TV shows has inspired people to update or ‘transform’ their homes after seeing the remarkable results contestants are having on these TV shows.
Australian Hardware would like to tap into this market by offering their new Tradies to You service, which will supply tradespeople to visit home renovators and help them transform their homes or fix any problems that have been created by renovations which didn’t go to plan.
Consumer insight ? Australian Hardware is a well-known and trusted name
? their products are recognised as good quality and reliable
? DIY home renovators are looking for help at a good price to transform their homes
? DIY home renovators are looking for qualified people who can fix any ‘reno-fails’ while maintaining their pride
? no other hardware stores have captured this market to date.
Communication objectives ? recapture previous customers who have gone to competitors
? consolidate current customers to ensure loyalty
? encourage a new generation to use our services
? engage with the DIY home renovator who needs help to finish a project
? engage with DIY home renovators who have had a ‘reno-fail’ and need help to fix the disaster.
Promise Australian Hardware don’t just give you the right tool for the right job at the right price, we now give you the right tradie to get the job done.
Support You are using an Australian-owned company that supports locals.
You get a respected and well-known brand.
You’ll get a high quality service.
Our tradies are all qualified for the job.
Audience Home owners who have been engaged watching reality TV home renovation shows, such as House Rules, The Block, Auction Squad, Selling Houses Australia, etc.
They are in the 35–50 year old age bracket, have children and live in the suburbs in a comfortable and well-kept home. They fit into the median income bracket, whether single or double income.
While they are happy with their place in life, they want more from their home. They are either looking to upgrade their existing living space, or are looking to upgrade their home to sell and move to a better property.
Current brand equity (rational) I’ve been an Australian Hardware customer before, and will go back there if the price is right, but I’m happy with whoever gives me the products or services I need for the right price.
Desired brand equity (rational) I wouldn’t want to go anywhere else. Australian Hardware’s staff are industry experts. If they don’t offer it, it can’t be worth offering.
Current brand equity (emotional) Aren’t all hardware stores the same?
Desired brand equity (emotional) Australian Hardware is a name I trust. I wouldn’t go anywhere else. This new service sounds just like what I need. I’m doing work on my home at the moment and would definitely trust Australian Hardware with my most valuable asset.
Mandatory requirements Show:
? the service in action
? an Australian Hardware store
? one of our tradies working on a project
? a before and after renovation
? the target audience happy with the result
? testimonials from ‘real’ customers
? our logo and branding.
Timelines ? pre-planning – 3 months
? research – 3 months
? creative – 3 months
? production - 3 months
? actual campaign – 12 months.
Budget $6 million.
Preferred advertising channels ? TV
? radio
? online
? social media.
Feedback sheet assessment task 1
Learner’s name
Learner’s ID number
Qualification code and title
Unit code and title BSBADV602 Develop an advertising campaign
Assessment site
Assessment date/s Time/s
Assessment task Assessment Task 1: Define campaign objectives
Method of assessment Written report and presentation
Task: Create and present a written document defining campaign objectives.
The learner: Satisfactory (?)
Yes No
1 described and explained the contents of the advertising brief
2 clarified the advertiser’s purpose and objectives
3 stated the objectives in measurable terms
4 explained what the advertising is to accomplish
5 determined the feasibility of the objectives based on factors such as budget, product and market conditions
6 outlined any internal or external factors that may affect consumer or target audience responses to the campaign
7 ensured that the objectives meet legal and ethical requirements.
8 completed the assessment in the format and within the timeframe agreed with the assessor.
Comments/feedback to the learner
Outcome: Satisfactory Not yet satisfactory
Assessor’s name:
Assessor’s signature:

Assessment Task 2: Prepare the advertising budget
Submission details
Qualification code and title
Unit code and title BSBADV602 Develop an advertising campaign
Learner’s name Phone no.
Learner’s ID number
Assessor’s name Phone no.
Assessment site
Assessment date/s Time/s
Further details
Learner’s declaration I declare that the work submitted for this assessment is my own work.
Learner’s signature
Date
The assessment task is due on the date specified by your assessor. Your assessor must approve any variations to this arrangement in writing.
Overview
This task forms part of your assessment for BSBADV602 Develop an advertising campaign
Having completed the identification and clarification of the objectives for this campaign, you now need to prepare an advertising budget for the campaign based on the campaign objectives.
Your task
Based on the case study or organisation used in Assessment Task 1: Define campaign objectives, you will develop an advertising campaign for your client. You may conduct any research necessary to complete this task, but if you provide any references (for example to statistical data), please provide a link to the reference for verification by your assessor.
Note: This assessment task is the second of three assessment tasks, in which you will define campaign objectives, prepare an advertising budget and develop the schedule for the proposed advertising activities as part of a total, integrated project.
Complete the steps outlined below.
Steps
1. Add the following sections to the campaign brief you began for Assessment Task 1:
a. a section titled ‘Target Audience’, which will outline the target audience for this campaign, based on the original brief provided to you in Assessment Task 1.
b. a section titled ‘Promise’, which will outline the promise that was identified in the original brief and explain how it will be used in the campaign.
c. a section titled ‘Message’, which will outline the overall message to be conveyed to the target audience throughout the campaign.
d. a section titled ‘Resources’, which will identify and explain the following resources required, along with indicative costing for each.
i. Research resources – identify which research resources are required to understand market perceptions, brand awareness and reputation, consumer attitudes, etc. Include any focus groups, interviews or questionnaires as required.
ii. Creative resources – identify which creative resources are required, including artists or other creative service providers.
iii. Production resources – identify the production resources which will be required for this campaign, including photographers, editors, copyrighters, advertising (digital, print and TV), etc.
e. a section titled ‘Budget’, which will:
i. provide an explanation of the expenditure on each component of the campaign against the budget provided by the client
ii. outline each of the resources required and allocate a percentage of the total budget for each resource
iii. include a graphical representation of the overall budget for the campaign, versus the budget allocated in the original brief
iv. provide reasoning as to why the total amount of money for the campaign is required.
Note: You may not be able to access costings for all resources, where the supplier doesn’t make pricing freely available. In this instance the learner can select a preferred supplier and allocate an indicative cost to that resource.
f. any additions to the references section.
2. Once all the resource costings have been completed, prepare a short presentation to ‘the client’. As with the first assessment, this must be presented to your assessor, or to another person with your assessor present, or a recording taken of the presentation.
This presentation will:
a. outline the requirements of the campaign, the resources required and the costs in relation to the budget allowed
b. explain why the resources required were selected and how they will benefit the campaign
c. explain how the budget will fulfil the requirements of the brief and what the benefits are.
Evidence requirements
You must:
? submit a document that addresses all the questions listed
? conduct a short presentation to outline your findings so far
? submit all documentation in the format and within the timeframe agreed with your assessor.
Your assessor will be looking for evidence that you:
? assessed and specified the research resource requirements for the campaign
? assessed and specified the resources required for the media options, creative and production services for the campaign
? provided justification for the resources allocated to each component of the campaign to ensure they were not only sufficient, but were able to achieve the campaign objectives
? ensured that the budget met the requirements of the advertising brief.
Feedback sheet assessment task 2
Learner’s name
Learner’s ID number
Qualification code and title
Unit code and title BSBADV602 Develop an advertising campaign
Assessment site
Assessment date/s Time/s
Assessment task Assessment Task 2: Prepare the advertising budget
Method of assessment Written report and presentation
Task: Development and presentation of the campaign budget.
The learner: Satisfactory (?)
Yes No
1 assessed and specified the research resource requirements for the campaign
2 assessed and specified the resources required for the media options, creative and production services for the campaign
3 provided justification for the resources allocated to each component of the campaign to ensure they were not only sufficient, but were able to achieve the campaign objectives
4 ensured that the budget met the requirements of the advertising brief
5 completed the assessment in the format and within the timeframe agreed with the assessor.
Comments/feedback to the learner
Outcome: Satisfactory Not yet satisfactory
Assessor’s name:
Assessor’s signature:

Assessment Task 3: Develop an advertising schedule
Submission details
Qualification code and title
Unit code and title BSBADV602 Develop an advertising campaign
Learner’s name Phone no.
Learner’s ID number
Assessor’s name Phone no.
Assessment site
Assessment date/s Time/s
Further details
Learner’s declaration I declare that the work submitted for this assessment is my own work.
Learner’s signature
Date
The assessment task is due on the date specified by your assessor. Your assessor must approve any variations to this arrangement in writing.
Overview
This task forms part of your assessment for BSBADV602 Prepare an advertising campaign.
Having completed the advertising budget for this campaign, you now need to prepare an advertising schedule for the campaign based on the campaign objectives and budget.
Your task
Based on the case study provided (or an organisation which you agree on with your assessor), you will develop an advertising campaign for your client. You may conduct any research necessary to complete this task, but if you provide any references (for example to statistical data), please provide a link to the reference for verification by your assessor.
Note: This assessment task is the third of three assessment tasks, in which you will define campaign objectives, prepare an advertising budget and develop the schedule for the proposed advertising activities as part of a total, integrated project.
Complete the steps outlined below.
Steps
1. Add the following sections to the campaign brief you have been working on for your previous assessment tasks:
a. a section titled ‘Schedule’, which will:
i. provide an overview of how the schedule will work
ii. confirm the length of the campaign, from initial research (which you outlined in Assessment Task 1)
iii. provide details on the service providers you will be using for this campaign, including how you determined their suitability for this campaign (based on value for money, legal requirements, etc.) and at which stages of the campaign they will be needed for
iv. produce an advertising schedule using Excel or appropriate software, including: details on research components, creative, media and production requirements; milestones for monitoring progress against budget and scheduling requirements; and a key in the schedule to explain what each of the elements are
v. overview the advertising objectives and targets, including how and at what point in the scheduling these will be measured for effectiveness, and what steps will be taken if objectives are not met at any of the milestones.
b. a conclusion, with final notes
c. any additions to the references section.
2. Produce a presentation to be delivered to ‘the client’ (your assessor, or other approved person) outlining the entire advertising campaign you have developed over the three assessment tasks.
3. Gather feedback from the client and make any changes to the final presentation or advertising brief as needed.
4. Hand in the updated presentation with your advertising brief as part of your assessment.
Evidence requirements
You must:
? conduct a presentation with the final campaign details
? submit the campaign brief after updates based on the client’s feedback
? submit all documentation in the format and within the timeframe agreed with
your assessor.
Your assessor will be looking for evidence that you:
? confirmed the campaign length and timing based on the details from the advertising brief
? identified service providers with the appropriate expertise and negotiated their costs and availability
? selected the appropriate service providers, based on merit and value for money
? ensured that the selection of service providers met legal and ethical requirements
? allowed appropriate time in the schedule to meet creative, media and production requirements and timeframes to ensure the advertising objectives were met.
? set milestones in the schedule to monitor the progress and expenditure against budget and to evaluate campaign effectiveness.
Feedback sheet assessment task 3
Learner’s name
Learner’s ID number
Qualification code and title
Unit code and title BSBADV602 Develop an advertising campaign
Assessment site
Assessment date/s Time/s
Assessment task Assessment Task 3: Develop the advertising schedule
Method of assessment Written report and oral presentation
Task: Complete the advertising schedule, make an oral presentation and use feedback to finalise the campaign brief.
The learner: Satisfactory (?)
Yes No
1 confirmed the campaign length and timing based on the details from the advertising brief
2 identified service providers with the appropriate expertise and negotiated their costs and availability
3 selected the appropriate service providers, based on merit and value for money
4 ensured that the selection of service providers met legal and ethical requirements
5 allowed appropriate time in the schedule to meet creative, media and production requirements and timeframes to ensure the advertising objectives were met.
6 set milestones in the schedule to monitor the progress and expenditure against budget and to evaluate campaign effectiveness.
7 completed the assessment in the format and within the timeframe agreed with the assessor.
Comments/feedback to the learner
Outcome: Satisfactory Not yet satisfactory
Assessor’s name:
Assessor’s signature:

Assessment Record Summary
Learner’s name
Learner’s ID number
Qualification code and title
Unit code and title BSBADV602 Develop an advertising campaign
Assessment tasks Assessment results (?)
Assessment Task 1: Define campaign objectives Satisfactory Not yet satisfactory
Assessment Task 2: Prepare the advertising budget Satisfactory Not yet satisfactory
Assessment Task 3: Develop an advertising schedule Satisfactory Not yet satisfactory
Overall assessment result (?) Competent Not yet competent
Feedback to the learner:
Feedback from the learner
Assessor’s name
Assessor’s signature
Date
Learner’s statement (learner must sign):
I have received feedback about the assessments and agree that the record above is a true reflection of the tasks performed.
Learner’s signature
Date