It is expected that unless a simple extension, special consideration or disability services adjustment has been granted, candidates will submit all assessments for a unit of study on the specified due date. If the assessment is completed or submitted within the period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late submission of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.
Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory(S) or Not Yet Satisfactory(NYS). A student can only achieve competence when all assessment components listed under procedures and specifications of the assessment section are Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be recorded.
Principles of Assessment
Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training Organizations (RTO) 2015, the learner would be assessed based on the following principles:
Fairness – (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs the leaner about the assessment process, and provides the learner with the opportunity to challenge the result of the assessment and be reassessed if necessary.
Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s needs, (2) assessing competencies held by the learner no matter how or where they have been acquired and, (3) the unit of competency and associated assessment requirements, and the individual.
Validity – (1) requires that assessment against the unit/s of competency and the associated assessment requirements covers the broad range of skills and knowledge, (2) assessment of knowledge and skills is integrated with their practical application, (3) assessment to be based on evidence that demonstrates that a leaner could demonstrate these skills and knowledge in other similar situations and, (4) judgement of competence is based on evidence of learner performance that is aligned to the unit/s of competency and associated assessment requirements.
Reliability – evidence presented for assessment is consistently interpreted and assessment results are comparable irrespective of the assessor conducting the assessment
Rules of Evidence
Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described in the module of unit of competency and associated assessment requirements.
Sufficiency – the assessor is assured that the quality, quantity and relevance of the assessment evidence enables a judgement to be made of a learner’s competency.
Authenticity – the assessor is assured that the evidence presented for assessment is the learner’s own work. This would mean that any form of plagiarism or copying of other’s work may not be permitted and would be deemed strictly as a ‘Not Yet Competent’ grading.
Currency – the assessor is assured that the assessment evidence demonstrates current competency. This requires the assessment evidence to be from the present or the very recent past.
Resources required for this Assessment
All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
Upon completion, ensure that you have completed your coversheet details, i.e. your name, student ID and signature. If these details are not present, the assessment would need to be resubmitted again.
The document is then required to be converted to PDF and uploaded to the student learning management system for assessment.
Refer the notes on eLearning to answer the tasks or any additional material will be provided by Trainer.
Instructions for Student
Please read the following instructions carefully
Procedures and Specifications of the Assessment
You will be required to demonstrate skills and knowledge required to define campaign objectives via a discussion session; prepare a creative brief and media plan detailing client information, project scope, brand/ campaign analysis, creative/ design elements, target audience, campaign message, competitive analysis, image requirements, budget and, stakeholder task analysis.
In addition, you would also need to provide supporting information for Bounce Fitness on the following:
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become more productive, while lowering their overall costs with innovative wellness programs and strategies.
Bounce Fitness is based on two simple facts:
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured, and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health promotion, and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected.
Bounce Fitness contends that by helping employees change their behaviour patterns and choose healthier lifestyles, the health care costs to corporations will be considerably reduce through increased staff productivity, reduce absenteeism and turnover, reduced worker’s compensation claims and a healthier, more motivated staff.
Current economic and demographic changes will make health care issues worse. The environmental factors and the local competitive situation is a clear message to Bounce Fitness. The time is right for a Bounce Fitness initiative to promote its services through an effective advertising campaign with the following objectives
Sample of current advertisement campaig
Task 1
To make the organisations aware about the need of taking into effective consideration the concept of employee wellness and its related aspects
To enable the employees to perform in a much better manner by improving their health and wellness
To reach out to a much large customer base by explaining the benefits to the diverse organisations about the need to integrate health and wellness training for the employees within their fold
To bring about the growth of the concerned organisation both in terms of financial performance and also the number of customers that they serve through the help of the services that they provide
Positive aspects (Make an assumption on what’s working and why?)
The primary plus point of the campaign that the organisation is using currently is the fact that it is focused on the concept of employee wellness and also the need for the diverse organisations to focus on this particular aspect. Furthermore, the financial and other kinds of benefits that this particular factor is likely to provide to the diverse organisations are also likely to encourage the diverse organisations to make the use of the services offered by them.
Negative aspects (Make an assumption on what isn’t working and why not?)
The negative aspect of the campaign used by the concerned organisation was the fact that it only emphasised on the individuals related to the diverse organisations and this limited the customer base of the organisation in an adverse manner. Furthermore, the concerned organisation would have been able to get a much larger customer base had it focused on the non-working individuals as well.
What are the fundamental creative/ design components of the project?
The fundamental creative component of the creative campaign used by the company Bounce Fitness was the fact that it tried to show the diverse organisations the financial and the other kinds of benefits that they would derive through the effective use of the services provided by them. This is important since in the present times it is seen that the majority of the organisations are struggling to deal with the factors of employee performance, the compensation as well as the leaves that the organisations need to pay to the employees in case of medical conditions and others. In this particular light the benefits that the campaign outlines are very become significant and are likely to help the concerned organisation a significant amount of success.
Primary demographic(Who are we trying to reach?)
The primar customers that the concerned organisation is targeting are the diverse organisations.
The secondary customers that the company Bounce Fitness is trying to reach out to are the diverse employees of the various business enterprises.
Desired reaction (what actions do you which your market to take?)
The expansion of the intended customer base from just the employees of the diverse organisations to all the people of the nation is likely to benefit the concerned organisation in a significant manner.
The focus of the concerned organisation on the entities of integrity, team work, quality of the services that they provide to the customers, accountability and others are the major entities that are likely to help the concerned organisation to gain success. At the same time, the focus of the concerned campaign on the improvement of the financial prospects of the organisations that take the help of the services provided by them is another factor that is likely to help the concerned organisation to gain a significant amount of success.
The Accredited Vendor should have completed the “Professional Vendor Member Application” and at the same time must have an ACCT certificate (Klein 2016). However, in case a vendor is selected which offers better quality of services yet does not have the required ACCT certificate the concerned organization can insist on regular quality and other checks so as to meet the necessary standards.
The advertiser would have to follow fair code of conduct which would take into effective consideration the media regulations and also offer equal and fair kind of opportunities to the other companies as well (Jhally 2014). At the same time the concerned company would have to ensure the fact that the campaigns used by them do not discriminate or demean the services offered by the other companies (Jhally 2014). However, in case of contingent situations the concerned organization can always take the help of CSR activities to redeem the damage image of their organization.
The advertisement data should be in synchronicity with the regulations of the government and also the Data Regulation Act (Andrews and Shimp 2017). Furthermore, the concept of ethics should underpin the use of data by the concerned organization in the diverse media campaigns. However, in case of continent situations the concerned organization can take the help of advertisement agencies.
The codes of conduct by the organization that the concept of ethics and fairness underpins them in an effective manner. However, in cases of contingent situations the organization can always take the help of the ASC Code of Professional Conduct
The organization will have to handle the data in an ethical manner and also as per the precepts of the Data Protection Act. However, in case of continent situations the concerned organization can also take the help of the data provided by the national government of the nation and also the ones offered by social media tools and others
The information obtained by the concerned company from the diverse agencies will have to first of all will have to be tested and cross checked with the data collected from other sources so as to test their validity (Wijaya 2015). At the same time the concerned organization would have to use the information in an ethical manner so as to not deviate from the regulations given by the national government of the nation. In case of contingent situations can revert back to the past data of its sales reports and others.
Agreement or Master Media Planning & Buying Services Agreement
These agreements generally refer to the terms of the buying, planning and other actions that the concerned organization needs to follow for the process of their business (Bishop, Brocato and Vijayalakshmi 2017). For the mitigation of the contingent situations the concerned organization can develop multiple supplier or buyer systems.
Annual Scope of Work
The annual scope of work generally refers to the amount of services or work that the concerned organization would be required to deliver to the customers (Bishop, Brocato and Vijayalakshmi 2017). This term of the time of service may change from time to time, that is they can be amended from time to time according to the parties wish.
Applicable Laws
The concerned organization would have to take into effective consideration the diverse laws and regulations of the Australian nation like the common wealth law, the state law, the local law, and the guidelines for provinces which are not limited to the Do not call register Act, the spam act, the private legislation, the competition and consumer act, and also the advertiser’s codes of conduct and the agencies codes of conduct (Baack et al. 2016).
Conflicts of Interest
The conflict of interest can arise between the management team and the diverse employees of the organization or it can even arise between the concerned company and the other companies of the nation as well. However, the net result of this particular conflict would be the fact that it is likely to adversely affect the prospects of the concerned organization in a significant manner.
Confidential Information
The confidential information may be written or electronic but these are not to be disclosed in front of every business association (Boateng and Okoe 2015). These are Highly official and must be kept away from others. These may include various business plans and affairs and also about advertiser’s customers.
Corporations Act
These are the various legislations passed by the national government of the nation so that all the business organizations of the nation get fair and equal opportunities for the conduct of their business in the nation. Some of the most common corporation law are Fair Trade Act, Minimum Wage Pay and others (Wu and Hsiao 2017).
Deliverables
These are the services or the products that the concerned company has promised to the customers. In the case of the company under discussion here this can refer to the health and the wellness and the health related services.
Dispute generally arises because of the differences in opinions or viewpoints. In the context of the concerned organization the disputes can arise between the employees and the management team or between the customers and the business organization
Force Majeure
The acts which are beyond the control of the party fall under this category. It may earthquake , or storm, flood, or may be a war, or any kind of civil disturbances as well as natural calamities (Rossouw and Vuuren 2017).
The creative content which is needed to make a media placement effective is known as the media plan (Andrews and Shimp 2017). It is accepted by the advertiser in writing. This is to be advertised to promote the services offered by the concerned company and thereby to enhance the prospects of the concerned organization.
Media Placement (for magazine advertisement)
Positioning/ placement of advertisement
The advertisement of the concerned company should be especially positioned in such a manner that it targets the employees of the diverse organizations and at the same time highlights the benefits that the use of the services offered by them are likely to render to them.
The organization needs to follow the cost strategy of cost leadership for the process of offering better quality cost effective services to the customers. The effective use of this particular strategy would enable the concerned organization to offer the best quality services to the customers and that too at very affordable prices (Ferrell and Fraedrich 2015).
The time frame of the service should be designed as per the convenience of the customers since the customer base which the concerned organization is targeting belongs to the working category and does do not have a high amount of spare time. In addition to these, the media campaign developed by the concerned company should also be broadcasted at a time when the different customers would be able to view or notice it.
Intellectual property rights means all the intellectual and proprietary rights in the nature given to the world which is given to but not limited to any application given by patent, registered and unregistered trademarks, utilities, models, discoveries which are not protected or registered patent, trade secrets, database rights and service name (Zsolnai 2015).
The spam act was passed in the year 2003 (Crane and Matten 2016). It was passed by the Australian government. This act intended to circulate e-mails and various other ways of electronic messages (Crane and Matten 2016).
Appointment & Scope of Work
Services are provided by the Advertiser to the agency in the Territory according to the term (Rossouw and Vuuren 2017). Also services to the Advertisers are to be provided by the agency annually which was decided by the written agreement. The time of service may be amended. All services are to be carried on by the employees or key individuals of the company and not by anyone else. The company must take the responsibility of any obligations.
These terms would not outline the terms that the employees would have to follow for the purpose of their work within the organization but also the terms that the concerned organization would have to follow for the process of providing the desired services to the customers (Rossouw and Vuuren 2017). In addition to these, the terms also denote the parameters that the concerned organization would have to follow for the diverse media campaigns developed by it.
Advertiser’s Obligations
The advertisers have obligations towards the campaigns that they develop on the behalf of the diverse organizations not only in terms of the quality of the campaigns but also regarding the nature of the content that they develop. Furthermore, these campaigns directly affect the business prospects of the concerned organization in a significant manner and it is precisely here that the obligation of the advertisers comes into play.
Content Verification, Brand Safety and Standards
The advertisers are required to verify the content that they have developed for the concerned organization in an effective manner. Furthermore, they at the same time need to ensure the fact the campaigns developed by them ensure the safety of the brand image and the other standards followed by the concerned organization.
Scope of Work Amendments and Project Cancellations
The Advertiser needs to maintain a written document in case of cancellation or suspension or postponing or forwarding a project scope of work (Ferrell and Fraedrich 2015). The agency then will take necessary steps to deal with it. The Advertiser must give a notice to the agency regarding cancellation or amendment in the scope of work. In case of cancellation or suspension the required fees of the vendors or third parties or those which were written in the contract are to be paid by the Advertiser to the agenc
Advertiser Representations and Warranties
The advertisers in the present times need to provide diverse kind of warranties to the organizations regarding the quality and also the content of the campaigns that they would be developing for the companies. This is important since the advertisers need to take the onus for the campaigns which they develop.
The agencies are to protect the Advertiser from any claim against it aroused because of the services provided by the agency, any breach of application or any breach of applicable laws by the agency, any wilful misconduct, any death or injuries caused to someone because of the services of the agency, any breach by agency associates.
Insurance and Risk Management
The agency is to provide the Advertiser with the certificate dealing with insurance. And the agency will take the risk of management. The agency will give the Advertiser a risk management protocol and will protect it from risks. If any claim arises then the insurance company has to provide the Advertiser with written document within five business d
Integrated marketing metrics
Cost of customer acquisition
Customer acquisition cost (CAC) is a metric that has been developing being used, alongside the rise of Internet organizations and online publicizing efforts that can be followed (Boateng and Okoe 2015).
Customer retention rates
Customer retention rate refers to the amount or the number of customers that a particular organisation is being able to retain over the years by virtue of the quality of the services that they provide to the customers (Boateng and Okoe 2015).
Lead-to-sales conversion rates
This generally refers to the number of potential customers that a particular organisation is being able to convert into its customers (Wu and Hsiao 2017). It is significant to note that every lead is a potential customer and it depends on the ability of the organisation whether it is being able to convert it into a customer or not.
This refers to the increase in the percentage of the revenue that a particular organisation is being able to achieve in a fiscal year in comparison to the financial performance of its in the earlier years (Rossouw and Vuuren 2017). An increase in the revenue percentage means that the concerned organisation is experiencing a revenue growth.
This refers to the total content that has been downloaded by a particular internet user during the course of their internet usage.
Social media engagement
Social media engagement estimates the general population offers, likes and remarks for an online business’ web-based social networking endeavors and others (Crane and Matten 2016). This particular process is being used by the diverse organizations to enhance the prospects of their business in the most effective manner.
The diverse organisations are required to undertake different kinds of market researches so as to understand the wants and the expectations of the customers in the most effective manner (Wijaya 2015). It is precisely here that the construct of social media research becomes important since it offers not only an inexpensive but also a fast medium through which the organisations can gather data.
This refers to the number of users who are using a particular internet website at a given point of time.
Return on Advertising Spend
This refers to the net value that the organisations are being able to get on the various kinds of investments that they have made on the diverse advertisement campaigns.
This refers to the need or the importance of the organisations to meet the needs or the expectations of the customers from the products or the services which is being offered by them.
Service quality is an assessment of how well a conveyed benefit fits in with the customer’s desires (Crane and Matten 2016). In short it defines the actual performance of a particular product or service minus the expectations of the customers (Crane and Matten 2016).
Maintaining legislative and ethical standards
The organisations need to follow these standards so as to conduct their business in an ethical as well as legal manner within a particular nation.
What is a service level agreement?
SLA is an agreement between a specialist organization and the end client that characterizes the level of administration anticipated from the specialist co-op (Ferrell and Fraedrich 2015).
What are the benefits of a service level agreement?
Advantages of SLAs includes continuous site benefit, bolster, cost investment funds and custom contracts for one of a kind customer needs (Ferrell and Fraedrich 2015).
Why is it important to have a periodic review on media performance?
It is important to make the people valued, set new goals, resolve grievances.
What happens if there is a service agreement breach?
Contract breaches are clearly awful news for independent companies and people. They can squander both cash and time, and surely prompt disappointment for everybody included.
Discuss relevant legal and ethical consideration to Bounce Fitness’ advertising campaign in relations to The Communications Council (https://www.communicationscouncil.org.au)on the following:
What is it about and how Bounce Fitness meet the legal and ethical requirement for its advertising campaign?
(Briefly relate to the specific legislation and discuss what must the organization need to do)
Anti-discrimination law alludes to enactment intended to forestall victimization specific gatherings of individuals; these gatherings are frequently alluded to as ensured gatherings or secured classes (Communicationscouncil.org.au 2018). The use of this particular legislation would help the organization to prohibit discrimination within its fold.
Advertising and selling practices advantage independent ventures and shoppers alike. Venturesome private ventures ought to have the capacity to succeed on the value of their items or administrations without expecting that contenders will pick up an out of line upper hand from untrustworthy portrayals (Communicationscouncil.org.au 2018). The effective use of these two concepts will help the concerned organization to gain a significant amount of success.
Ethics is a branch of logic that includes systematizing, shielding, and suggesting ideas that are likely to benefit the maximum number of people (Communicationscouncil.org.au 2018). The effective use of this particular concept will not only help the concerned organization to improve its brand or market image but also to gain success as well.
This refers to the manner in which the people from the two sexes are being portrayed in front of the media. The concerned company can use this particular concept to promote the services offered by them to the customers.
The Weight Management Code of Practice Australia gives a structure to the decent variety of players in the weight administration industry (Wijaya 2015). The concerned organisation can focus on the benefits that weight management is likely to provide to the diverse people to promote the services that they are offering currently.
The effective use of these tools is not only likely to help the concerned organization in a significant manner in the process of promotion but also in the other aspects of marketing as well.
Media codes and traditions resemble the building squares of the considerable number of media around us. Media codes for the most part have a concurred importance, or undertone, to their group of onlookers.
References
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.
Baack, D.W., Wilson, R.T., van Dessel, M.M. and Patti, C.H., 2016. Advertising to businesses: Does creativity matter?. Industrial Marketing Management, 55, pp.169-177.
Bishop, M.M., Brocato, E.D. and Vijayalakshmi, A., 2017. The role of medium content and ad format congruity in influencing advertising outcomes. Journal of Marketing Communications, 23(4), pp.371-384.
Boateng, H. and Okoe, A.F., 2015. Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9(4), pp.299-312.
Communicationscouncil.org.au. 2018. The Communications Council, peak body for the advertising marketing industry. [online] Available at: https://www.communicationscouncil.org.au [Accessed 8 Sep. 2018].
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.
Ferrell, O.C. and Fraedrich, J., 2015. Business ethics: Ethical decision making & cases. Nelson Education.
Jhally, S., 2014. The codes of advertising: Fetishism and the political economy of meaning in the consumer society. Routledge.
Klein, B., 2016. As heard on TV: Popular music in advertising. Routledge.
Rossouw, D. and Van Vuuren, L., 2017. Business ethics. Oxford University Press.
Wijaya, B.S., 2015. The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1).
Wu, I.L. and Hsiao, W.H., 2017. Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value. International Journal of Mobile Communications, 15(6), pp.577-603.
Zsolnai, L., 2015. The spiritual dimension of business ethics and sustainability management. Springer,.
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