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Microsoft Word - 1 BSBADV602 AT 1 – Case Study Information V1.0.docx BSBADV602–Case Study / Questioning Information 1 Version 1.0 – May 2016 Southern Cross Education Institute BSBADV602 Develop an advertising campaign BSB60215 Advanced Diploma of Business Information for students for Assessment Task 1 – Case Study / Questioning Assessment Task 1 – Case Study / Questioning Instructions for completion • You are required to answer all questions in Assessment Task 1 – Case Study • Responses are required to be typed and converted into a PDF and uploaded through Moodle by the due date. • Use of correct grammar and spelling is required to demonstrate foundational skills • Use of APA referencing must be used where original sources other than your own have been used – to avoid plagiarism DUE DATE • The trainer/assessor will inform you of the due date Case Study: Tim Tam Orchard This case study examines the ‘Tim Tam Orchard’ campaign that was successfully run in May 2012. The Arnott's Biscuits Company had noticed that the sales of their Chocolate Tim Tam biscuits had dropped, and its products were continuously discounted at retailers. Essentially it was becoming ‘just a biscuit’ instead of the luxurious chocolate delight it was originally marketed as. Tim Tam decided to focus on conveying that Tim Tams were not just a product but a feeling, and the overall aim of the campaign was to increase social media sales by 23%. The solution was derived from a Facebook post on their official page, where a fan wished that Tim Tams could grow on trees. The Tim Tam orchard was proposed. The orchard was placed in Martin Place in Sydney, with thousands of Tim Tams hanging from trees able to be picked by passersby. The campaign was advertised as a mysterious event through a series of face book posts. On the day attendees were encouraged to check in through social media. Tim Tam also asked Facebook fans whether they would like to be in the new Tim Tam commercials. This campaign resulted in 1,570 commercials made on the day and another 1,569 personalised commercials created by the face book fans. Their official YouTube channel which hosted the commercials generated over 475,000 views. Most importantly the brand managed a 23% baseline sales uplift over the campaign period. There were 4,500,000+ PR impressions, and an additional 60,000 Facebook fans signed up over the campaign. BSBADV602–Case Study / Questioning Information 2 Version 1.0 – May 2016 Southern Cross Education Institute Questions 1. Clarify Tim Tams' purpose and objectives for this advertising campaign. 2. Explain how advertising can have an influence on consumer buying behaviour. 3. What are three (3) Key principles in successful advertising? Discuss whether you believe this campaign took these principles into consideration. 4. Compose a list of at least ten (10) resource requirements that were needed for this campaign. 5. Compose a list of at least five (5) media resource requirements. 6. Provide a summary of key legal and ethical requirements that would need to be adhered to as part of this campaign. 7. After reading the brief, pinpoint five (5) important milestones of this advertising campaign. Microsoft Word - 1 BSBADV602 AT 2 – Project Information V1.0.docx BSBADV602–Project Information 1 Version 1.0 – May 2016 Southern Cross Education Institute BSBADV602 Develop an advertising campaign BSB60215 Advanced Diploma of Business Information for students for Assessment Task 2 – Project Assessment Task 2 – Project Instructions for completion • You are required to answer all questions in Assessment Task 2 – Project • Responses are required to be typed and converted into a PDF and uploaded through Moodle by the due date. • Use of correct grammar and spelling is required to demonstrate foundational skills • Use of APA referencing must be used where original sources other than your own have been used – to avoid plagiarism DUE DATE • The trainer/assessor will inform you of the due date SCENARIO: You are employed as an advertising executive for "Amazing Ads" who are a prominent Australian Advertising Agency. Recently, a new client "Bounce Fitness" has asked your agency to create a new advertising campaign for its organisation to help boost sales. To help you come up with a suitable advertising campaign, Bounce Fitness has provided you with their Corporate Marketing Plan which they would like the advertising campaign to be connected to. The CEO of Bounce Fitness would like to launch the new advertising campaign within the next six weeks. Using the marketing plan to assist you (refer to Appendix 1), you are required to develop an Advertising Campaign and present it to the CEO and Management at Bounce Fitness for approval (your assessor and classmates). To do this, you will need to undertake the following tasks: 1. Define the Campaign Objectives Referring to the Bounce Fitness Corporate Marketing Plan, create a report outlining the following: • Develop an advertising brief by defining the purpose and objectives required to develop an effective advertising campaign for Bounce Fitness. • Use these to set the measurable terms for the objectives for the advertising campaign. • Ensure you consider the factors which may affect the consumer responses to the campaign (such as age, culture, disability, gender, lifestyle, marital status) and the impact of each. • Discuss the legal and ethical considerations relating to this brief and how you will manage these. • Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors. Print and include any additional documentation you have referred to as well as ensure this information is referenced before submitting to your Assessor. BSBADV602–Project Information 2 Version 1.0 – May 2016 Southern Cross Education Institute 2. Prepare an Advertising Budget • List the research resource requirements will you need for this campaign. • 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. • 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? • How will ensure that you do not run over budget? • Justify resources allocated to each component of the advertisement campaign Print and include any additional documentation you have referred to as well as ensure this information is referenced before submitting to your Assessor. 3. Develop a Schedule for Proposed Advertising Activities • Provide the length, timing and milestones for this advertising campaign. • Discuss why you are confident your time line is accurate and meets the marketing plan requirements. • How would you identify the service providers for this advertising campaign • Discuss your choice of service provider and why you made this choice. Include discussion on the different quotes you received, expertise, cost and other factors you considered to justify your decision. • 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. You must include your CPA or Gantt chart and copies of any additional documentation you have referred to as well as ensure this information is referenced before submitting to your Assessor. 4. Written Questions I. How did you clarify the needs of the proposed campaign? II. How did you determine that your campaign was ethical? III. What other markets did you consider when deciding where to focus? Why did you choose those? What to submit for assessment At the end of this assessment, you are required to submit the following: • An advertising campaign addressing parts 1 to 3. • Answers to the written questions for part 4. Microsoft Word - 1 BSBADV602 AT 3 – Presentation Information V1.0.docx BSBADV602–Presentation Information 1 Version 1.0 – May 2016 Southern Cross Education Institute BSBADV602 Develop an advertising campaign BSB60215 Advanced Diploma of Business Information for students for Assessment Task 3 – Presentation Assessment Task 3 – Presentation Instructions for completion • Read this assessment task and complete all requirements and submit to the trainer/assessor by the due date • Presentation must be in PowerPoint - a minimum of eight slides • Presentation should be engaging to ensure it holds audience attention • Presentation is 10 minutes in duration with an additional five minutes for questions and answers • You are also required to convert your PowerPoint slides into a PDF and uploaded through Moodle by the due date. • Use of correct grammar and spelling is required to demonstrate foundational skills • Use of APA referencing must be used where original sources other than your own have been used – to avoid plagiarism DUE DATE • The trainer/assessor will inform you of the due date Continuing from your project in Assessment Task 2, you will now present your completed advertising campaign to the training group and Assessor. Your presentation must be prepared using PowerPoint and should last approximately ten (10) minutes. Ensure you cover the following points in your presentation: • campaign objectives • advertising budget • media option • relevant legislation and ethical requirement pertaining to the advertising industry • schedule for proposed advertising activities, including milestones for monitoring progress and expenditure against budget • evaluation methods You must consistently behave and present as if this were an actual presentation to the CEO of Bounce Fitness. So carefully consider your dress, demeanor, language and affability. They all count! Make sure that you are very clear on your information and are consistently accurate. Your Assessor (and classmates) will ask you questions at the end of your presentation and the others in the group may too. Answer as you would in a formal situation. Print and include copies of your advertising campaign, any additional documentation you have referred to as well as ensure that this information is referenced before