Unit of competency Outline

Date retreived
22/07/2026 9:48 PM AWST

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Develop and implement media plans

Develop and implement media plans

Unit of competency
National Code
DEFPA005
State Code
AVV52
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
24/01/2013
View on TGA
State Implementation and Classification
Approved Date
Field of Education
080505 - Marketing
Original Release Date
Nominal Hours
0
Description
This unit covers the competency required to develop and implement media plans.It includes defining the media requirements, selecting and scheduling the appropriate media and evaluating the planned outcomes. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication. In a Defence context, this means that there is no civilian need to hold this unit in order to meet licensing, legislative, regulatory or certification requirements.
Notes
Elements and Performance Criteria
1. Define media requirements
  • 1.1 Target audience is identified from the brief.
  • 1.2 Environment is analysed to determine the reach and frequency requirements of media selected.
  • 1.3 Creative requirements of the message are analysed and media implications determined.
  • 1.4 Media budget is confirmed and legal and voluntary constraints identified.
2. Select media vehicles
  • 2.1 Relative merits of identified media vehicle alternatives are assessed taking past media performances into account.
  • 2.2 New or alternative media vehicles are evaluated and tested against proven vehicles.
  • 2.3 Media vehicles that target the required audience and meet budget media requirements are selected.
  • 2.4 Media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the budget are selected.
  • 2.5 Selected media vehicles are assessed to meet legal and ethical requirements.
3. Determine the media schedule
  • 3.1 Duration and timing of the media schedule meets the requirements of the brief.
  • 3.2 Distribution of messages over the duration of the schedule is determined in line with requirements of the brief.
  • 3.3 Media schedule is created to the satisfaction of the event coordinator.
  • 3.4 Alternative media schedules are developed within budget for the event coordinator.
  • 3.5 Testing schedule for the media plan is developed and media plan continually modified in accordance with results obtained.
4. Produce a media plan
  • 4.1 Media plan which defines the media requirements of the brief is created and evidence to support each requirement provided.
  • 4.2 Recommended media and vehicle/s and the rationale for their selection in the media plan are specified.
  • 4.3 Media plan contains a budget allocation per medium per advertising period.
  • 4.4 Anticipated impact of the advertising and measures to assess its effectiveness in the media plan are identified.
5. Implement a media plan
  • 5.1 Resources are allocated and plans approved.
  • 5.2 Personnel to be involved are briefed and coordinated as required.
  • 5.3 Events and activities are coordinated in accordance with media plan.
  • 5.4 Contingencies are handled in accordance with organisational risk management arrangements identified in the planning for events/activities.
6. Evaluate a media plan
  • 6.1 Coordination of media events and activities with in plan are evaluated and lessons learnt are reviewed and/or analysed to improve future planning.
  • 6.2 Events and activities are evaluated in terms of their effectiveness and achieving desired outcomes.
  • 6.3 Implementation is assessed in terms of achieving individual objectives and meeting criteria fro each event/activity.
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 in the Performance Criteria is detailed below.
Identify the target audience may include
Analysis of current stakeholders
Attitudes
Cultural factors
Demographics
Geographics
Lifestyle
Psychographics
Social factors
Values
Creative requirements may include
Colour
Electronic or physical form
Fast production time
Intrusive medium
Local, national, or international medium
Paper stock
Picture or illustrations
Prestigious medium
Printing requirements
Production technique costs
Response forms
Sounds
Words only
Legal and voluntary constraints may include
Codes of practice such as those issued by:
Australian Communications and Media Authority
Commercial Radio Australia
Free TV Australia
Cultural expectations and influences
Ethical principles
Legislation, including work health and safety legislation
Policies and guidelines
Regulations
Social responsibilities such as protection of children, environmental issues
Societal expectations
Media vehicle may include
Cable and satellite television
Direct mail
Direct response
Exhibitions and trade fairs
Internet/intranet
Radio
Sponsorship
Television
The press
Video
Media requirements may include
Number of target audience reached
Conversion factor for multi step events/campaigns
Format of proofs
Layout and content
Timing may include
Continuous releases throughout the year
Pre-launch advertising
Seasonal advertising
Distribution may include
Advertisement 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 budget cost per response
Media schedule may include
Number of advertisements
Placement of advertisements
Timing of briefings
Release dates
Rationale may include
Proven ability to reach target audience in the past
Similarity to proven media vehicle/s
Similarity between media vehicle/s, audience and organisational target audience
Budget allocation may include
Allocation per medium based on number of times media and/or media vehicle can be used within the period while maintaining the budget
Personnel
Resource allocation
Measures to assess its effectiveness may include
Attitude measurements
Awareness measurements
Inquiry measurements
Market tests
Media audience measurements
Number of responses
Opinion measurements
Physiological measurements
Readership measurements
Tests of different creative executions
Tests of different direct marketing offers
Tests of different media vehicles
The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Assessment must confirm the ability to:
produce a media plan that:
defines the media requirements of the brief
specifies the rationale for the media vehicles chosen
includes budgetary allocation for each chosen medium
evaluate the media plan
Consistency in performance
Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts.
Context of and specific resources for assessment
Context of assessment
Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements.
Evidence should be gathered while observing the individual develop and evaluate a media plan. The application of communication ethics that are relevant to the audience and organisation are to be observed.
Specific resources for assessment
Access to an advertising brief, relevant standards, policy and instructions related to public affairs.
Replaced By
State Code National Code Title Type
BBD23 DEFDPA005 Develop and implement media plans Unit of competency
No information