Task 3: Develop an advertising schedule
Note: This assessment task is the third of three assessment tasks, in which you will define campaign objectives, prepare an advertising budget and develop the schedule for the proposed advertising activities as part of a total, integrated project.
Procedure
Add the following sections to the campaign brief you have been working on for your previous assessment tasks:
a section titled ‘Schedule’, which will:
provide an overview of how the schedule will work
Confirm the length of the campaign, from initial research (which you outlined in Assessment Task 1)
Provide details on the service providers you will be using for this campaign, including how you determined their suitability for this campaign (based on value for money, legal requirements, etc.) and at which stages of the campaign they will be needed for
Produce an advertising schedule using Excel or appropriate software, including: details on research components, creative, media and production requirements; milestones for monitoring progress against budget and scheduling requirements; and a key in the schedule to explain what each of the elements are
Overview the advertising objectives and targets, including how and at what point in the scheduling these will be measured for effectiveness, and what steps will be taken if objectives are not met at any of the milestones.
A conclusion, with final notes
Any additions to the references section.
Media scheduling
Produce a presentation to be delivered to ‘the client’ (your assessor, or other approved person) outlining the entire advertising campaign you have developed over the three assessment tasks.
Gather feedback from the client and make any changes to the final presentation or advertising brief as needed.
Hand in the updated presentation with your advertising brief as part of your assessment.
Specifications
You must provide:
Conduct a presentation with the final campaign details
Submit the campaign brief after updates based on the client’s feedback
Submit all documentation in the format and within the timeframe agreed with your assessor.
Your assessor will be looking for:
Confirmed the campaign length and timing based on the details from the advertising brief
Identified service providers with the appropriate expertise and negotiated their costs and availability
Selected the appropriate service providers, based on merit and value for money
Ensured that the selection of service providers met legal and ethical requirements
Allowed appropriate time in the schedule to meet creative, media and production requirements and timeframes to ensure the advertising objectives were met.
Set milestones in the schedule to monitor the progress and expenditure against budget and to evaluate campaign effectiveness.
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