CANDIDATE RESOURCE WITH SIMULATED ONLINE … · develop an advertising campaign, budget and...

DEVELOP AN ADVERTISING CAMPAIGN

CANDIDATE RESOURCE WITH SIMULATED ONLINE BUSINESS ASSESSMENT

BSBADV602B

Precision Group (Australia) Pty Ltd9 Koppen Tce, Cairns, QLD, 4870 Email: [email protected]: www.precisiongroup.com.au

© Precision Group (Australia) Pty Ltd

BSBADV602B

Develop an Advertising Campaign

ISBN: 978-1-74238-

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1Candidate Resource BSBADV602B Develop an Advertising Campaign© Precision Group (Australia) Pty Ltd

Table of Contents

2 Legend3 Qualification Pathways4 Qualification Rules5 Introduction7 BSBADV602B/01 Define Campaign Objectives Key Points

Clarify the advertiser’s purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign

State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish

Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors

Ensure campaign objectives take into consideration factors which may affect consumer responses

Ensure campaign objectives meet legal and ethical requirements

15 ‘True’ or ‘False’ Quiz

17 BSBADV602B/02 Prepare an Advertising Budget Key Points

Assess and specify research resource requirements for the advertising campaign

Assess and specify resource requirements for a range of media options, creative and production services

Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives

Ensure the overall budget meets the requirements of the advertising brief


27 BSBADV602B/03 Develop a Schedule for Proposed Advertising Activities Key Points

Confirm the campaign length and timing from the advertising brief

Identify service providers with the required expertise and negotiate their costs and availability

Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements

Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives

Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule


36 Summary37 Bibliography39 Assessment Pack

2 Candidate Resource BSBADV602B Develop an Advertising Campaign © Precision Group (Australia) Pty Ltd

Legend

This symbol indicates the beginning of new content. The bold title matches the content of the competency and they will help you to find the section to reference for your assessment activities.

Activity: Whenever you see this symbol, there is an activity to carry out which has been designed to help reinforce the learning about the topic and take some action.

This symbol is used at the end of a section to indicate the summary key points of the previous section.

This symbol is used to indicate an answer to the Candidate’s questions or notes to assist the Facilitator.

Use considered risk taking in your ‘grey’ area

...and others will follow you!

Use considered risk taking in your ‘grey’ area

...and others will Use considered risk taking in your ‘grey’ area

...and others will follow you!


“There are always two choices. Two paths to take. One is easy. And its only reward is that it’s easy”. Source Unknown

This unit of competency is provided to meet the requirements of BSB07 Business Services Training Package although it can be used in a range of different qualifications. The BSB07 Business Services Training Package does not state how a qualification is to be achieved. Rather, Registered Training Organisations are required to use the qualification rules to ensure the needs of the learner and business customer are met. This is to be achieved through the development of effective learning programs delivered in an order that meets the stated needs of nominated Candidates and business customers.

Qualification Pathways


Qualification requirements include core and elective units. The unit mix is determined by specific unit of competency requirements which are stated in the qualification description. Registered Training Organisations then work with learners and business customers to select elective units relevant to the work outcome, local industry requirements and the qualification level.All vocational education qualifications must lead to a work outcome. BSB07 Business Services Training Package qualifications allow for Registered Training Organisations (RTOs) to vary programs to meet:

Specific needs of a business or group of businesses.

Skill needs of a locality or a particular industry application of business skills.

Maximum employability of a group of students or an individual.

When packaging a qualification elective units are to be selected from an equivalent level qualification unless otherwise stated.

Qualification Rules

“You’re either part of the solution or part

of the problem.”Eldridge Cleaver


Introduction

“Whether as an individual, or as part of

a group, real progress depends on entering whole-heartedly into

the process and being motivated to make you a

more deeply satisfiedhuman being.”

Source Unknown

This unit of competency is about being able to determine key objectives and to develop an advertising campaign to optimise product or service market performance in response to an advertising brief. It will help you with the skills you need to demonstrate competency for the unit BSBADV602B Develop an Advertising Campaign. This is one of the units that make up the Advanced Diplomas in Business.

This manual is broken up into three sections. They are:

1. Define Campaign Objectives

2. Prepare an Advertising Budget

3. Develop a Schedule for Proposed Advertising Activities

At the conclusion of this training you will be asked to complete an assessment pack for this unit of competency. The information contained in this resource will assist you to complete this task.

On competent completion of the assessment, you will have demonstrated your ability to develop an advertising campaign, budget and schedule?


Key Points Section 1 When setting advertising objectives it is important to consider clarifying the

advertiser’s purpose and objectives from the advertising brief and using these to set objectives for the advertising campaign

Ensure that you state campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish

Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors

Campaign objectives must take into consideration factors which may affect consumer responses

Ensure campaign objectives meet legal and ethical requirements

PART 1: Define Campaign Objectives


Part 1: Define Campaign Objectives

We begin this manual with addressing the need to find out as much as possible from the client before planning an advertising campaign. Before undertaking an advertising campaign, an advertising agency should be able to answer two key questions:

Why are we advertising?

What are we advertising?

The answers may seem obvious. But their significance in planning an advertising campaign are established in the advertising objectives. Advertising is expensive. Careful consideration about ‘Why’ and ‘What’ is very important.

Development of an effective advertising campaign, needs the right information. In this section, we will provide you with an overview of the types of information that you will require to create briefs and advertising strategies.

Why Advertise?

The following may be good reasons why a business is advertising:

To create awareness, customer interest or desire in a brand or product

To raise sales

To maintain or build brand loyalty

To assist in the launch of a new product

To change customer attitudes

To build the company or brand image

To reduce the effect of competition.

Flick through your favourite magazine and look at a selection of the ads contained within. Think about the reasons why the ads were placed – look for the objective that the advertiser is hoping to achieve. Don’t forget that some adverts aim to achieve multiple objectives.

By gathering information about why your client actually wants to advertise and what their overall objectives are, you are in a much better position to develop a campaign that actually addresses their needs.

An advertising objective is simply a specific communication task that the advertising hopes to be able to achieve. Put simply, these objectives fall into three main categories – each of which may be used in a campaign – that is often an advertising campaign will aim to achieve multiple tasks.

(a) To inform - e.g. tell customers about a new product

(b) To persuade - e.g. encourage customers to switch to a different brand

(c) To remind - e.g. remind buyers where to find a product



Let’s now look more at advertising objectives and what they may be aimed at achieving. Advertising goals are communication objectives aimed at accomplishing certain tasks within the overall marketing program. It is very difficult to assess the success of an advertising program unless specific and measurable advertising objectives have been set.

When you ask most companies what they hope their advertising will achieve they will give you an answer along the lines of ‘raise my sales’ or ‘increase my market share’. But if you think about this you will realise these are not actually advertising objectives, they are marketing objectives.

Advertising alone can not raise sales or increase market share, advertising is simply a part of the overall marketing program which will work towards achieving these goals. So you need to examine exactly what effect it is that you want your advertising to have, within a given timeframe. So let’s look at an example of the difference between the two.

Let’s imagine that you have been asked to write advertising objectives for a laundry powder. An overall marketing objective may be to increase market share for the product from 10% to 15%. However, the advertising objective for a specific campaign may be to raise the number of women aged 21-49 who identify the specific brand as being the one that makes whites whiter. You now have a specific communication task that the advertising agency can use to create their communication message and base their campaign around.

“Advertising isn’t a science.

It’s persuasion. And persuasion

is an art.” William Bernbach



What to Advertise?

Factors that help answer the question “What are we advertising”?

Focus on what the advertising message should be – and thus allow you to determine objectives based on the product itself. In general, there are really only two kinds of effective advertising message:

Firstly, does the business / product have a Unique Selling Proposition (‘USP’), a unique selling proposition is a customer benefit that no other product can claim.

In reality these are rare, although that does not stop advertisers from making these bold statements for their product. However it is important to remember that they can give you a good objective to begin selling your product from.

And, second, when setting advertising objectives and communication tasks for a campaign you may like to think about how your brand can add value. This added value is critical in determining the type of advertising message that you may like to communicate as a part of your specific advertising objectives.

For example think back to our laundry powder. Advertising for this type of product may focus on the type of whitening agents that are added into a product to increase optical brightness. Other messages may focus on examining the amount of washes that the box may provide. Whatever is advertised, the objectives set must ensure that any communication is:

Seen

Read

Believed

Remembered

Acted upon by target customers

Previous Advertising

Advertising does not act in isolation. Advertisers will have created previous campaigns and the competition will also be running advertising campaigns. In order to create good objectives, you should analyse:

What appeals has the advertiser used in the past?

Are there any elements in the previous advertisements that could be reused to create consistency?

Are there any other advertising campaigns for similar products?

What appeals do they use?



How effective are they?

What research has been done on previous advertising?

What elements were most effective?

What elements were not effective?

What difficulties were there in creative execution?

What benefits were found from the advertising?

“The business that considers itself immune to the necessity for

advertising sooner or later finds itself immune to business.”

Derby Brown



Activity OneWhat is the key difference between an advertising objective and a marketing objective? Give examples of each.

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Activity TwoAdvertising is designed to achieve certain results. What do you think the objectives for the following two advertisements were? (Number 2 is on the next page).

Number 1

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Activity TwoWhat were the objectives for this advertisement?

Number 2

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Section 1 - ‘True’ or ‘False’ Quiz

Please tick True False

You do not need to gather information regarding an advertising campaign from the client, your agency will research this itself.

Effective advertising is based on a solid foundation of client information.

A company may advertise to change consumer attitudes.

Advertising may be launched to counter a competitor’s advertising.

Advertising is usually not related to distribution.

Advertising will only have a single objective.

USP stands for Universal Selling Principles.

Advertising should add value to a company.

Advertising must make a prime prospect take some form of action.

Previous advertising should be reviewed before new advertising is undertaken.

CANDIDATE RESOURCE WITH SIMULATED ONLINE … · develop an advertising campaign, budget and...

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