Advertisement. BSBADV602 Develop an Advertising Campaign
|· 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 ID No:|
|Final Completion Date:|
|Unit Title:||Develop an Advertising Campaign|
|Please attach the following documentation to this form||Result|
|Assessment 1||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.|
ASSESSMENT 1 COVER SHEET
|Details of Assessment|
|Term and Year||Term 1 2017|
|Due Date||Class Room||Lecture Hall 2|
|Student ID No:|
|Qualification :||BSB60215 Advanced Diploma of Business|
|Unit Title:||Develop an Advertising Campaign|
|Assessment Outcome||Satisfactory||Not Satisfactory|
|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.|
|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|
|1. All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
1. Upon completion, submit the assessment printed copy to your trainer along with assessment coversheet.
1. Refer the notes on SMC eLearning (Moodle) to answer the tasks
1. 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.
· Present 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.
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.
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. Define the purposes and objectives from the 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 any factors which may affect the consumer responses to the campaign including relevant legislation (such as anti-discrimination legislation, consumer protection laws, privacy laws, Trades Practices Act and copyright) and the impact of each.
4. Discuss the legal and ethical considerations relating to this brief and how you will manage these
Task 2 – Prepare an advertising budget
1. What research resource requirements will you need for this campaign?
2. Discuss the range of media options to be considered, stating what could be used, which you chose to use and why you made those choices.
3. How would you budget to use the media options that you chose? Why do you believe that the budget allocated is sufficient to meet the objectives?
4. How will you ensure that you do not run over budget?
Task 3 – Develop a schedule for proposed advertising activities
1. Using computer technology, produce a Critical Path Analysis (CPA) or Gantt Chart or similar tool to chart the planned progress of the campaign planning and exposure including resource requirements for campaign.
2. Discuss why you are confident your timeline is accurate and meets the marketing plan requirements
3. Discuss your choice of service provider and why you made this choice. Include discussion on the different quotes you received, expertise, cost and availability to justify your decision
4. How did you determine that your campaign was legal and ethical?
5. Provide an Appendix (for Task 3 Q1).
BSBADV602 Assessment 1
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