Assessment

Develop an Advertising Campaign

BSBADV602 Develop an Advertising Campaign
Module overview

Module Title: Develop an Advertising Campaign

Module Description:

This module describes the skills and knowledge required to develop an advertising
campaign in response to an advertising brief, including clarifying and defining campaign
objectives, preparing the advertising budget and scheduling.

Module outcome

By the end of this module you will develop a solid understanding of the advertising campaign
process and demonstrate the ability to plan and schedule an advertising campaigns, based
on the business scenario.

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Student activities

When Lesson Student activity Outcome

Week 1 Introduction to Answer questions in Task 1 Completed questions

advertising for Task 1
Enterprise skills lesson 1&2

Week 2 Review the advertising Answer questions in Task 2 Completed questions

brief for Task 2
Enterprise skills lesson 3&4

Week 3 Select appropriate Answer questions in Task 3 Completed questions

media channels and for Task 3
Enterprise skills lesson 5&6

Week 4 Identify and evaluate Answer supplier questions in Completed questions

resources and task 4 for Task 4
suppliers
Enterprise skills lesson 7&8

Week 5 Develop an advertising Completed advertising Completed questions

campaign schedule schedule for Task 5

Enterprise skills lesson 9&10

Week 6 Quiz Answer final quiz Completed quiz –

Task 6

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Lesson 1: Introduction to Advertising

 In this lesson you will develop an understanding of advertising and media.

Student activity: Task 1

Q1. Read the following articles and in your own words, describe what is meant by the term
ADVERTISING?

https://www.shopify.com.au/encyclopedia/advertising

https://www.thebalance.com/advertising-2947182

Q2. From the articles above, what is the main objective of advertising?

Q3. Read the following article and explain what MEDIA is.
https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11861-
advertising-media.html

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Q4. Read the following article and answer the questions below:
https://www.absolutemg.com/2014/12/23/traditional-media-balancing-effect/

Q4a. Name 3 examples of traditional media.

Q4b. Name 3 examples of new media.

Q5. In your opinion, is it best to use traditional or new media for advertising?

Q6. Read the following article and in your own words, explain what an advertising campaign
is.
https://en.wikipedia.org/wiki/Advertising_campaign

Q7. Read the following article “The 7 Principles of Effective Advertisements” and answer the
questions below:
https://blackdogllc.com/7-principles-effective-advertisements/

Q7a. Why is it important to work closely with other departments / suppliers when developing
an advertising campaign?

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Q7b. Complete the table below and use your own words to describe what is meant by each
key principle and why it is important.

Key Principle Description Why this principle is

important
1.

2.

3.

4.

5.

6.

7.

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Q8. Read Appendix 1: “Marketing & Advertising Legal and Ethical Considerations”. Which of
the policies / codes of practice mentioned are relevant to an advertising campaign? List at
least 3 and briefly explain each.

Policy / Code of Practice Description

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Lesson 2: Review the Advertising Brief

 During this lesson you will review an advertising brief and develop a reverse brief to
the client.

Student activity: Task 2

You are the Account Director for Boom Advertising Agency. Your main client is Cocoa
Delights. Your role is to work closely with the client to develop an effective advertising
campaign, based on the brand objectives and on the advertising brief that they have written
– which is provided below.

Cocoa Delights: Advertising Brief

BACKGROUND

Founded in 2010, Cocoa Delights is one of the youngest gourmet chocolate manufacturers
in the industry.

Their Team of master chocolatiers has been hand-picked from prestigious confectionary
schools, with expertise from France, Switzerland, Belgium and Italy. They pride themselves
on their passion for quality and innovation.

Cocoa Delights is the first company in Australia to process more than 10 different types of
cacao from several countries, selecting only the finest cacao beans available. With chocolate
factories in the Yarra Valley wine region of Victoria, they currently manufacture and distribute
exclusive handmade, partly handmade and machine-made chocolate products.

Up until now, their main product focus is on the hand-made Dark Decadence range which
includes organic, dairy-free and low GI products.

They are about to launch their new organic product: Dark chocolate protein balls. The main
target audience for the new protein balls are males and females aged 25 – 35 who enjoy a
healthy and fit lifestyle. The protein balls offer a healthier treat than standard chocolate and
supply energy, especially after a workout.

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There are many competitors that sell protein balls in the market. Some include:

Bounce - energy balls

Smooshed wholefood balls

Body Science high protein balls

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CAMPAIGN PURPOSE

 Develop an advertising campaign to promote the new Cocoa Delights protein balls.
 Identify specific media channels that are relevant to the product and target audience,
as well as budget.

OBJECTIVES

 Increase awareness of Cocoa Delights protein balls to its target audience.

 Increase brand trust in of Cocoa Delights in the healthy chocolate market.
 Get 15% of the market share in protein balls category within 18 months.

TARGET AUDIENCE

Although many people of different ages and characteristics will enjoy Cocoa Delights
chocolates, their primary target market for the new dark chocolate protein balls are as
follows:

Demographics  Gender: male and female

 Age: 25 – 35 years old
 Average income: $75,000 per year
 Education level: College / University
 Location: Live in capital cities – Sydney, Melbourne,
Brisbane, Perth

Lifestyle  Busy work lives

 Very active – gym and other activities
 Enjoy outdoor activities
 Enjoy social activities such as going out for dinner,
drinks and to bars
 Healthy lifestyle

Product usage  Buy Cocoa Delights protein balls for themselves

OTHER CAMPAIGN ELEMENTS

Tone / Personality of the Friendly, active, exciting

Campaign
What do we want the Buy, trust and recommend Cocoa Delights
audience to do?

Budget $350,000

Timing Campaign is to run for 6 weeks

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Q1. Read the following article and answer the questions below:

https://www.kamcity.com/kamwords/advertising-brief/

Q1a. In your own words, explain what an advertising campaign brief is.

Q1b. Why is it important that the agency receives a solid advertising brief from the client?

Reverse Brief

A Reverse Brief is a document you send to your client after you have taken the
initial Advertising Brief for a campaign. The Reverse Brief should include your interpretation
of the deliverables, scope, timeframes and costs. It ensures that you and your client are on
the same wavelength, and that you have understood their requirements. (https://am-
insider.com/products/reverse-brief)

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Q2. Carefully read the Cocoa Delights Advertising Brief (at the beginning of Task 2) and
complete the questions in the Reverse Brief template below:

Cocoa Delights - Reverse Advertising Brief

Q2a. What are the client’s

objectives for the
campaign?

Q2b. Describe the new

product that the client
wants to promote.

Q2c. In your own words,

describe the target
audience.

Q2d. What do we want the

target audience to think
and feel about the brand?

Q2e. What is the one main

idea we want the audience
to remember after they
see the ad?

Q2f. What do we want the

audience to do once they
have seen the ad? I.e.
what is the call to action?

Q2g. Why should the

audience believe and trust
the brand?

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Q2h. What makes the
product / brand unique
from its competitors?

Q2i. How would you

describe the personality of
the product?

Q2j. What mandatories

(essential elements) must
be used in the ad?

E.g. brand logo, website

address, where to buy etc.

Q2k. What are the timings

for the campaign?

Q2l. What is the total

budget for the campaign?

Competitor Campaigns - it is also important to review the advertisements of your key

competitors.

Q3a. Find one real example of an advertisement from another protein ball brand. This can
be a still ad or a video. Insert the image of the ad or URL link below.

Q3b. Describe the target audience for the advertisement.

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Q3c. What is the key message of the advertisement?

Q3d. What are the strengths and weaknesses of the advertisement?

Strengths:

Weaknesses:

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Lesson 3: Select appropriate media channels

 During this lesson you will select the most appropriate media channels for your
advertising campaign.

Student activity: Task 3

It is important to research and select media channels that are appropriate to your campaign
including the objectives, target audience and product. Think carefully about where your
target audience spend their time. Are they using social media? Are they reading magazines?
Are they watching TV?

Generally, an effective advertising campaign will include a variety of media channels.

This will allow the brand more opportunity to be seen and heard by its target
audience.

You also need to think about the content that is required for each channel. Content is the
type of information / communication that is created to attract an audience. Below is a table
showing examples of types of content for each media channel.

Media Channel Content Type

TV Mini film
Animated video
Documentary
Celebrity endorsement
Infomercial
Radio Pre-recorded audio
Jingle (song)
Presenter reads out the ad
Newspaper Black and white ad
Colour ad
Insert
Magazine Black and white ad
Colour ad
Insert
Cover Wrap
Out of Home Static ad

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 Digital moving, static ad (slideshow)
Video
Social Media & Online Mini film
Animated video
Documentary
Celebrity endorsement
Infomercial
Static ad
Slideshow
Audio only
Events Flyers
Product Samples
Promotional bags
Signage

Q1. Download Appendix 2: Media Channel Selection. Complete the excel spreadsheet and
upload into BLMS.

It is essential to measure the performance of your advertising campaign to see if it was

successful or not. Below is a list of ways to measure the success of advertisements.

 Product sales
 Number of website clicks
 Number of website views
 Number of social media likes, shares and comments
 Number of video likes and shares
 Market research survey results
 Number of ad clicks

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Q2. Complete the table below which lists all of your selected media and include which of the
above ways you will measure each channel. You can select more than one for each channel.
There is an example in red below.

Media Type you Selected in Appendix 1 Measurement

TV Ad Product sales
Market research survey results

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Lesson 4: Identify and evaluate resources and suppliers

 During this lesson you will learn how to evaluate and select the resources and
suppliers needed to develop the advertising campaign, to fit within your budget.

Student activity: Task 4

In this lesson you will prepare your advertising budget for the media that you selected in
Task 3.

The total campaign budget is $350,000. You will need to ensure that the media and
production spend is no less than $300,000 and no more than $350,000.

Production spend refers to the funds needed to create the advertisement. For example to
create a magazine pint ad, you may need the following resources: a graphic designer, a
copywriter, a photographer.

The media spend refers to the cost of the advertising placement. For example if you choose
to advertise in a magazine, you will pay an amount for the size of the ad (full page versus
half page), where the ad is placed in the magazine and how many times your ad appears.

Q1. Complete the two tables in Appendix 3: Advertising Production and Media Budget
Template. In this spreadsheet you will see 2 separate sheets, each sheet has a template to
complete.

To help you find out how much production and media will cost, research online and use
Appendix 4: Indicative Advertising Costs. Once you have completed the spreadsheets,
answer the questions below.

Q2. What is the total production resource cost for your campaign?

Q3. What is the total media cost for your campaign?

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Q4. Is your total production and media cost less than $300,000?

Q5. Is your total production and media cost more than $350,000?

Q6. If you answered yes to either question 4 or 5, you will need to adjust your media
channels or number of ads, to ensure your budget is between $300,000 - $350,000. You will
also need to upload the amended spreadsheet, from Q1.

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Lesson 5: Develop an advertising campaign schedule

 In this lesson you will learn how to develop a detailed schedule for your advertising
campaign.

Student activity: Task 5

Now that you have selected your media and finalised your budget, you will need to create a
detailed advertising schedule. This will include all the key millstones for the production of
each ad and the “go live” dates.

Remember the campaign must be delivered (be live) for no more than 6 weeks. However,
your production planning should start 1-3 months before the go live date.

Q1. Complete the Advertising Schedule in Appendix 5 and upload into LMS.

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Lesson 6: Quiz

 You will need to complete a final quiz which summarises all you have learnt over the
6 weeks.

Student activity: Task 6

Log on to the Bridge Business College BLMS using any compatible device and complete the
online quiz. The quiz summarise the key learnings from this course

Instructions

1. There are 10 multiple choice questions.

2. The BLMS will automatically mark your responses.
3. You need a score of 50% to pass.

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