Unit of competency Outline
Date retreived
23/07/2026 1:46 PM AWST
23/07/2026 1:46 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Develop a media plan
Develop a media plan
Unit of competency
National Code
BSBADV507B
BSBADV507B
State Code
D0563
D0563
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
10/07/2014
Field of Education
080507 - Advertising
Original Release Date
10/07/2014
Nominal Hours
60
Description
This unit describes the performance outcomes, skills and knowledge required to interpret an advertising brief to develop a media plan within a given budget.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Define media requirements
- 1.1. Identify the target audience characteristics from the advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences
- 1.2. Analyse product market factors to determine the reach and frequency requirements of advertising media selected
- 1.3. Analyse the creative requirements of the advertising message and determine the media implications
- 1.4. Identify media merchandising requirements from the advertising brief
- 1.5. Confirm the media budget and identify legal and voluntary constraints
2. Select media vehicles
- 2.1. Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account
- 2.2. Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles
- 2.3. Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget
- 2.4. Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget
- 2.5. Ensure selected media vehicles meet legal and ethical requirements
3. Determine the media schedule
- 3.1. Ensure the duration and timing of the media schedule meet the requirements of the advertising brief
- 3.2. Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief
- 3.3. Create a media schedule to the satisfaction of the advertiser
- 3.4. Develop alternative media schedules for the advertiser within the budget
- 3.5. Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained
4. Produce a media plan
- 4.1. Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement
- 4.2. Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan
- 4.3. Ensure the media plan contains a budget allocation per medium per advertising period
- 4.4. Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan
RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Target audience characteristics may include:
analysis of current customers
attitudes
cultural factors
demographics
duplication or presence on customer and outside lists
existing product usage
geographics
lifestyle
psychographics
social factors
values
Consumer profile may include:
behaviouristic information such as:
benefits sought by buyer
loyalty status
readiness stage
user status
combinations of geographic, demographic and psychographic information often including data on media consumption and retail outlet usage overlaid
demographic information such as:
age
education
gender
income
marital status
number of children
nationality
occupation
statistical descriptions
geographic information such as:
Census Collector District (CCD)
census information
home address
nation of residence
postcode
state or territory of residence
work address
psychographic information such as:
activities
attitudes
interests
lifestyle
opinions
values
Product market factors may include:
whether a product or service:
is convenient
is differentiated or undifferentiated
is established
is frequently or infrequently purchased
is highly competitive
is new
has a high or low level of audience involvement
whether the message characteristics are:
ongoing
simple
unique
Creative requirements may include:
action
cluttered or uncluttered medium
colour
electronic or physical form
fast production time
intrusive medium
local, national or international medium
longer and more profitable space requirements
longer and more profitable time requirements
paper stock
pictures or illustrations
prestigious medium
printing requirements
production technique costs
response forms
sound
words only
Merchandising requirements may include:
association with a particular media vehicle to give the perception of safety and value
identification with a particular local community
number of required responses
Legal and voluntary constraints may include:
codes of practice such as those issued by:
Advertising Federation of Australia
Australian Communications and Media Authority
Australian Competition and Consumer Commission
Australian Performing Right Association
Commercial Radio Australia
Free TV Australia
cultural expectations and influences
ethical principles
legislation, including occupational health and safety legislation
policies and guidelines
regulations
social responsibilities such as protection of children, environmental issues
societal expectations
Media vehicles may include:
aerial advertising
billboards
cable and satellite television
cinema
direct mail
direct response
exhibitions and trade fairs
internet
point-of-sale
radio
sales literature
sales promotion
sponsorship
television
the press
video
video games
videotext
Media requirements may include:
number of target audience reached
required number of responses, including:
current customer base versus expected attrition and growth target
conversion factor for multi step offers/campaigns
required cost per response
Timing may include:
continuous advertising throughout the year
pre-launch advertising
pre-sale advertising
seasonal advertising
Distribution may include:
advertisements evenly spread over the time schedule
advertisements in waves, with heavy advertising followed by light or no advertising
generation of a budgeted number of responses at no more than the budgeted cost per response
Media schedule includes:
number of advertisements
placement of advertisements
size/length of advertisements
Rationale may include:
dissimilarity to any proven media and/or media vehicle, but worth a controlled test based on similarity between media/vehicle audience and organisational customer base
proven ability to reach target audience in the past
proven ability to generate profitable responses in the past
similarity to proven media vehicle/s
similarity between media vehicle/s, audience and organisational target audience or customer base
Budget allocation may include:
allocation of online budget based on maximum cost for pay per click
allocation per medium based on number of times media and/or media vehicle can be used within the period while maintaining the budgeted average cost per response
budgeted number of responses required for the period
maximum daily budget
Measures to asses its effectiveness may include:
attitude measurements
awareness measurements
cost per response
gross profit per contact
inquiry measurements
market tests
media audience measurements
number of responses
opinion measurements
physiological measurements
readership measurements
recall measurements
sales measurements
split cable tests
split-run tests
tests of different creative executions
tests of different direct marketing offers
tests of different media vehicles
theatre tests
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Target audience characteristics may include:
analysis of current customers
attitudes
cultural factors
demographics
duplication or presence on customer and outside lists
existing product usage
geographics
lifestyle
psychographics
social factors
values
Consumer profile may include:
behaviouristic information such as:
benefits sought by buyer
loyalty status
readiness stage
user status
combinations of geographic, demographic and psychographic information often including data on media consumption and retail outlet usage overlaid
demographic information such as:
age
education
gender
income
marital status
number of children
nationality
occupation
statistical descriptions
geographic information such as:
Census Collector District (CCD)
census information
home address
nation of residence
postcode
state or territory of residence
work address
psychographic information such as:
activities
attitudes
interests
lifestyle
opinions
values
Product market factors may include:
whether a product or service:
is convenient
is differentiated or undifferentiated
is established
is frequently or infrequently purchased
is highly competitive
is new
has a high or low level of audience involvement
whether the message characteristics are:
ongoing
simple
unique
Creative requirements may include:
action
cluttered or uncluttered medium
colour
electronic or physical form
fast production time
intrusive medium
local, national or international medium
longer and more profitable space requirements
longer and more profitable time requirements
paper stock
pictures or illustrations
prestigious medium
printing requirements
production technique costs
response forms
sound
words only
Merchandising requirements may include:
association with a particular media vehicle to give the perception of safety and value
identification with a particular local community
number of required responses
Legal and voluntary constraints may include:
codes of practice such as those issued by:
Advertising Federation of Australia
Australian Communications and Media Authority
Australian Competition and Consumer Commission
Australian Performing Right Association
Commercial Radio Australia
Free TV Australia
cultural expectations and influences
ethical principles
legislation, including occupational health and safety legislation
policies and guidelines
regulations
social responsibilities such as protection of children, environmental issues
societal expectations
Media vehicles may include:
aerial advertising
billboards
cable and satellite television
cinema
direct mail
direct response
exhibitions and trade fairs
internet
point-of-sale
radio
sales literature
sales promotion
sponsorship
television
the press
video
video games
videotext
Media requirements may include:
number of target audience reached
required number of responses, including:
current customer base versus expected attrition and growth target
conversion factor for multi step offers/campaigns
required cost per response
Timing may include:
continuous advertising throughout the year
pre-launch advertising
pre-sale advertising
seasonal advertising
Distribution may include:
advertisements evenly spread over the time schedule
advertisements in waves, with heavy advertising followed by light or no advertising
generation of a budgeted number of responses at no more than the budgeted cost per response
Media schedule includes:
number of advertisements
placement of advertisements
size/length of advertisements
Rationale may include:
dissimilarity to any proven media and/or media vehicle, but worth a controlled test based on similarity between media/vehicle audience and organisational customer base
proven ability to reach target audience in the past
proven ability to generate profitable responses in the past
similarity to proven media vehicle/s
similarity between media vehicle/s, audience and organisational target audience or customer base
Budget allocation may include:
allocation of online budget based on maximum cost for pay per click
allocation per medium based on number of times media and/or media vehicle can be used within the period while maintaining the budgeted average cost per response
budgeted number of responses required for the period
maximum daily budget
Measures to asses its effectiveness may include:
attitude measurements
awareness measurements
cost per response
gross profit per contact
inquiry measurements
market tests
media audience measurements
number of responses
opinion measurements
physiological measurements
readership measurements
recall measurements
sales measurements
split cable tests
split-run tests
tests of different creative executions
tests of different direct marketing offers
tests of different media vehicles
theatre tests
EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
production of a media plan for an advertising campaign for at least one product or service which:
defines the media requirements of the advertising brief
specifies rationales for media vehicles chosen
contains budgetary allocation for each advertising medium
measures to assess effectiveness of media vehicles selected.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to office equipment and resources
access to the advertising brief.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
analysis of responses to case studies and scenarios
assessment of documented media plans
demonstration of techniques
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of media plans
oral or written questioning to assess budget knowledge
review of media schedule.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV511A Evaluate and recommend advertising media options.
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
production of a media plan for an advertising campaign for at least one product or service which:
defines the media requirements of the advertising brief
specifies rationales for media vehicles chosen
contains budgetary allocation for each advertising medium
measures to assess effectiveness of media vehicles selected.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to office equipment and resources
access to the advertising brief.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
analysis of responses to case studies and scenarios
assessment of documented media plans
demonstration of techniques
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of media plans
oral or written questioning to assess budget knowledge
review of media schedule.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV511A Evaluate and recommend advertising media options.
Replaces
| State Code | National Code | Title | Type |
|---|---|---|---|
| C3624 | BSBADV507A | Develop a media plan | Unit of competency |
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AUK39 | BSBADV507 | Develop a media plan | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D144 | BSB40107 | Certificate IV in Advertising | Qualification |
| D163 | BSB50107 | Diploma of Advertising | Qualification |
| D164 | BSB50207 | Diploma of Business | Qualification |
| D174 | BSB51207 | Diploma of Marketing | Qualification |
| D362 | CUS50309 | Diploma of Music Business | Qualification |
| D180 | BSB51807 | Diploma of Unionism and Industrial Relations | Qualification |