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BSBADV602 - Assessment Task 1

The document provides details for an assessment task to develop an advertising campaign. It outlines that the campaign must: 1) Define objectives that are measurable and achievable within the constraints of time, budget, and legal/ethical requirements. 2) Prepare an advertising budget that aligns with the client's needs and allocates funds appropriately. 3) Develop a schedule for advertising activities that considers production timelines, service provider availability, and allows for monitoring and evaluation. The document provides additional context on the client, Peperami snacks, and the goal of introducing a new "Peperami Bites" product line. It specifies the campaign must feature the brand mascot, "The Animal," and

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Yi Li
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724 views

BSBADV602 - Assessment Task 1

The document provides details for an assessment task to develop an advertising campaign. It outlines that the campaign must: 1) Define objectives that are measurable and achievable within the constraints of time, budget, and legal/ethical requirements. 2) Prepare an advertising budget that aligns with the client's needs and allocates funds appropriately. 3) Develop a schedule for advertising activities that considers production timelines, service provider availability, and allows for monitoring and evaluation. The document provides additional context on the client, Peperami snacks, and the goal of introducing a new "Peperami Bites" product line. It specifies the campaign must feature the brand mascot, "The Animal," and

Uploaded by

Yi Li
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Assessment Task 1- Develop an advertising

camping (Project)
Submission details
The Assessment Task is due on the date specified by your trainer. Any variations to this
arrangement must be approved in writing by your trainer.
Submit this document with any required evidence attached. See specifications below
for details.
You must submit a printed copy of your answers.
Printed copies-
Submit to your Trainer with the "Assessment Cover Sheet" (Filled out and signed appropriately)
attached on top of your documents.
The Trainer/Assessor may further prompt and question in order to receive answers of appropriate
quality or if further clarification required and to validate authenticity of your submitted work.

Assessment description
Develop an advertising camping. For developing advertising campaign; define campaign
objectives, prepare an advertising budget and develop a schedule for proposed advertising
activities.

Procedure

You are to develop an advertising campaign. In undertaking this task, it is important that you talk
through your direction with your assessor BEFORE starting.

When developing each of your advertising campaign, you must:

Ø Define your campaign objectives. This will require you to:


• 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
BSBADV602 Develop an advertising campaign
Assessment Task 1
Latest version: April 2016, v1.0 Page 1 of 6
• 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

Ø Prepare an advertising budget. This will require you to:


• Ensure the brief contains a client profile, purpose statement and objectives that reflect
advertiser needs
• State advertising objectives in measurable terms and provide specific guidelines on what
is to be accomplished by the advertising
• Define key characteristics, competitive factors and the market situation facing the product
or service in the advertising brief
• Include a summary of information on the target audience, and legal and ethical
constraints in the advertising brief
• Ensure the brief contains a budget allocation and schedule of activities which comply with
the advertiser's requirements Obtain comprehensive client and product information

Ø Develop a schedule for proposed advertising activities. This will require you to:
• 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

BSBADV602 Develop an advertising campaign


Assessment Task 1
Latest version: April 2016, v1.0 Page 2 of 6
Task Specifications
Deliverable specifications
• You are to submit your assignment as a full advertising campaign.

Quality specifications
● Advertising camping should be properly formatted and logically structured.

● Define your campaign objectives.

● Prepare an advertising budget.

● Develop a schedule for proposed advertising activities.

BSBADV602 Develop an advertising campaign


Assessment Task 1
Latest version: April 2016, v1.0 Page 3 of 6
Appendix
Sample Advertising Brief

1. What Is Peperami?
Peperami is a meat snack brand. So far the product range consists of individually wrapped, hand
held pork salamis:
• 100% high quality pork salami made by the masters of salami in Ballarat.
• Naturally wood smoked, fermented dried sausage
• Range of flavours: Original (peppery), BBQ, Hot and Firestick (very hot!)
The product is eaten by school kids and young adults, who take them as a snack at lunchtime or
to keep them going between meals. While the product is serious, the brand is anything but. The
famous slogan: “Peperami, it’s a bit of an animal” says it all! Above all, Peperami is the meatiest
snack you can get your hands on.

2. The Brand Mascot: The Animal


The embodiment of Peperami is the character created for the advertising back in the 1990’s,
whom we call The Animal:
• He’s a masochist, taking great pleasure in being eaten, ripped apart or chopped up.
• He’s uninhibited, unapologetic and unexpected.
• His humour is a bit wrong, far from politically correct.
• He’s a champion of carnivores.
• He’s a central part of any Peperami campaign.

3. The Challenge
We’re launching a new type of Peperami snack - Peperami Bites (name to be confirmed) - which
are bite sized dried sausages that you keep in the fridge. You can nibble on them when you fancy
or share with your friends. There will be 10-15 little sausages in each bag and we’ll have the
following flavours available: Original, BBQ and Hot. We need an advert that will make this new
type of Peperami famous and entice people to buy it and try it.

4. Advertising Objectives
a) Make new Peperami Bites famous.
b) Encourage people to try them.

BSBADV602 Develop an advertising campaign


Assessment Task 1
Latest version: April 2016, v1.0 Page 4 of 6
5. Who Is The Target Audience?
Kids looking for something to nibble on with a big taste hit when they come home from school.

What do the target audience think and do now?


Think: “Peperami is a long, thin, spicy sausage I have at school in my lunchbox, I haven’t
thought of it in any other way.”
Do: come home peckish and raid the fridge and cupboard for other snacks (crisps,
biscuits, chocolates etc.), The kids need to convince Mum that Peperami is a satisfying
and convenient snack.

What would we like them to think and do in response to the advertising?


Think: now that I know about Peperami Bites, I can see that they’d be great to have in the
fridge waiting for me to steal a few and nibble on while I watch TV.
Do: ask Mum to buy them. Use them as a tasty filler while they wait for the evening meal
to be served.

What is most likely to achieve this change?


Attention: a typical Peperami ad that grabs them by the horns and entertains.
Branding: unmistakably Peperami in execution with the “bit of an animal” theme.
Communication: New Peperami Bites - try them!

Reasons to believe
* * It’s Peperami, the brand you know and admire.
* * It’s a bit of an animal: a substantial chew and a taste with real bite.
* * It’s the perfect meat snack: easy, tasty and filling.

6. MANDATORY Considerations For Execution


a) Your Ideas must include ‘The Animal’ to promote the launch of Peperami Bites.
b) Your Ideas must include at least one concept executed through a television ad and/ or
a print ad.
c) You may submit Ideas for any medium (digital, event, ambient etc) over and above a
print and/or TV execution.

Guidelines for submissions:

BSBADV602 Develop an advertising campaign


Assessment Task 1
Latest version: April 2016, v1.0 Page 5 of 6
• ‘Campaignable’ Ideas that can work across multiple mediums will be given preference.
• A TV concept must include a script for a 30 second add
• A Print concept must include a mock up of the visual execution.

BSBADV602 Develop an advertising campaign


Assessment Task 1
Latest version: April 2016, v1.0 Page 6 of 6

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