The candidate must demonstrate ability, knowledge and skills in evaluating the use of media for advertising including, analysing the advantages and disadvantages of advertising media options, matching media characteristics with requirements of the advertising brief, media consumption habits of a target audience and selecting advertising media options that match the requirements of the advertising brief.
A major advertising objective is to get the marketing communication message to the right target audience at the right time in the right environment - that takes creative media planning.
For this assessment write a report. You must select one of the two media planning tasks provided (or from an advertising brief originating in your workplace) and select the advertising media options that match the requirements of the advertising brief for the product or service by:
• analysing the advertising media options
• determining the media characteristics that match the requirements of the advertising brief
• analysing the target audience's media consumption habits
• selecting advertising media options that match the requirement of the advertising brief for the product or service.
Essentially, your role will be similar to that of a media assistant within an advertising team of a media organisation.
2. Critically analyse the advantages and disadvantages of the various advertising options for the product you selected.
3. Determine the media characteristics that match the requirements of the selected advertising brief.
4. Analyse media consumption habits for primary and supplementary media in relation to the target audience of the selected advertising brief.
5. Select the advertising media options that match the requirements of the selected advertising brief.
6. Choose one of the advertising briefs or an alternate one negotiated with your facilitator.
7. Assume the role of media assistant and write a report to Advertising Manager for the purpose of evaluating the use of media for advertising:
8. Analyse advantages and disadvantages of each advertising media option:
a. List the advertising media options.
b. Identify the advantages and disadvantages of each media option in relation to selected product.
c. Analyse the advantages and disadvantages in relation to the selected product.
9. Determine the media characteristics that meet the requirements of the selected advertising brief case study:
a. Identify and list the media characteristics of each advertising media option.
b. Select the media characteristics that match the requirements of the advertising brief case study.
10. Analyse the media consumption habits in relation to primary and secondary advertising media:
a. Identify the target audience of the advertising brief case history.
b. Analyse the target audience's media consumption habit for both primary and secondary advertising media.
11. Select advertising media options that match the requirements of the advertising brief case study:
a. Review your research and analysis.
b. Identify the advertising media options that match the advertising brief requirements.