Assessment 1 Instructions
Task 1 of 3–Confirm the Advertising Brief Requirements

 

Unit Name	Unit Code	Assessment No	Mark Allocated	Due Date
Develop a Media Plan	MMBADV507B	Assessment 1 Task 1	15	Day of the Workshop

 

Results Every assessment task must be assessed as Satisfactory (S) for the unit to be Satisfactory. A graded result can be allocated once the unit is Satisfactory.	Assessment Task Results
	S	Satisfactory
	US	Unsatisfactory
	Graded Result Provided after S result in the whole unit, ie S in ALL tasks.
Due date: Your assessment is due the day of the workshop date. For security your assessments will only be accepted on Blackboard. Do not email your assessment.
	N	Fail – below 50%
	P	Pass – 50 – 59
	C	Credit – 60 – 69
	D	Distinction – 70 -79
	HD	High Distinction – 80 – 100

 

Late Submission Application:

An extension of time to submit the assessment can be granted if you provide a medical certificate or have significant personal circumstances. Email this request to the assessor prior to the due date. An extension of one or two weeks is acceptable. “Busy at work’ is NOT accepted as a reason for late submission of assessments.

Where a student has attended a workshop but is suffering a circumstance (eg illness, car accident, family situation, unplanned work travel) which prevents them from submitting assessment and the census date[1] has passed, they can complete a Special Consideration application which enables us to provide a longer extension to submit the overdue assessment.

If an assessment is submitted after the extension due date (next day or later), 10% of the mark will be deducted each day to a maximum of 50%. A mark will be allocated if all the tasks are firstly assessed as Satisfactory.

If an assessment is deemed Not Satisfactory then a student can re-submit the assessment once. If the re-submission is deemed satisfactory, the total mark will be a Pass – 50

After the end date[2] of the unit enrolment, assessment cannot be accepted and the student will need to re-enrol and pay again.

 

 

 

Task 1: Confirm the Advertising Media Requirements
Value: 15 marks

 

Scenario:

Acting as a manager in your business, you are required to brief an external media agency to construct a media plan to resolve some marketing issues for your organisation.

The brief must have sufficient clarity and detail to articulate the issue, the response required, and set parameters for an agency.

The Assessment Task has been designed to include:

• profile of the target audience
• product and market factors
• legal and ethical constraints
• budget, timing and next steps

 

 

Instructions:

1. Complete the attached template for your selected brand, product or service that you will develop your media plan.
2. Submit your completed template into Blackboard under Assessment Task 1.
3. This briefing document must remain within 3 typed pages (excluding attachments)

 

 

 

Advertising Media Requirements Briefing Template

 

COMPANY NAME	Specialized Bicycles
BRAND OR PRODUCT NAME	Healthy Catch Ups
BRIEFED BY	Emma Mackie
PROJECT DESCRIPTION	We will be running a one-year campaign called The Healthy Catch Ups. This is a social experiment to encourage women to be active and ride bikes. The Healthy Catch Ups campaign will be an online campaign, driven through social media with the use of the #HealthyCatchUps. We want to encourage as many women to ride bikes and build their local communities. The Healthy Catch Ups website will be the central hub where women can find out what’s going on in their local communities, Specialized bike shops, where to ride in their city, nutritional recipe and Specialized product advice and tips. We want to build brand awareness and help build our Specialized retailer communities and encourage as many Women as possible to ride bikes. We will spread the word using the #HealthyCatchUps message.
DATE	6/11/15

 

1.       TARGET AUDIENCE CHARACTERISTICS and CONSUMER PROFILE	Healthy Catch Ups target audience is 25-35 female fitness enthusiasts that enjoy being social and active at the same time. These women are socially active and enjoy an active lifestyle. They use social media platforms such as Facebook, Twitter and Instagram and are comfortable with using online social media platforms. We want to target a new audience and attract new riders to our brand. They may not be aware of the Specialized brand but through the Healthy Catch Ups campaign we will build brand awareness. They may already be in social circles that ride bikes on the weekend, are involved in running groups or go to the gym. A lot of young mums that are active in their community and enjoy keeping fit with friends. They would have a positive attitude to fitness and an active lifestyle and would be aware of current trends. They would seek to find out information on how to get involved in activities, where to ride and what bike stores are in their area.
2.       PRODUCT BRAND	Healthy Catch Ups could be seen as an informational source with low involvement required from the consumer. The brand is seen as a community, fun and engaging. It’s a way to bring people together and encourage and inspire women to try new things with friends. It’s the current trend with the current active wear and fitness image and lifestyle.
3.       CREATIVE& MERCHANDISING REQUIREMENTS OF THE PLAN	Call to actions for our brand include : ·         The use of the #HealthyCatchUps ·         Visit the Healthy Catch Ups Hub ·         Download nutritional reciepes ·         Be a part of a Healthy Catch Ups Event ·         Buy Specialized Women’s bikes ·         Be a part of their local bike store community Media will need to be localised for different retailer communities and national depending on the touch points. Images need to be friendly, non-intimidating, females that are active and social. Images of bike paths, yoga, coffee shops and communities to represent what Healthy Catch Ups is about. We want to see a high level of the use of the #HealthyCatchUps and make the Healthy Catch ups hub as their go to page for fitness and information.
4.       LEGAL& VOLUNTARY CONSTRAINTS	·         Infringing trademarks ·         Privacy requirements ·         Data restrictions ·         Advertising standards
5.       MEDIA BUDGET	This will be a yearlong campaign. Budget will be $50,000 The campaign will go to market 1st January 2016
ATTACHMENTS (if applicable)	Persona

 

 

[1]The census date is when payment of the unit enrolment fee is due.

[2]The end date of a unit is designated upon enrolment.

 

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