BSBADV602 Develop an advertising campaign Assessment Cover Sheet Name Class / Student ID Class: Student ID: Phone number Email / QQ Email: Course name BSB61315 Advanced diploma of Marketing and communication Subject name BSBADV602 Develop an advertising campaign Assessment title MCQs and Short Answers Due Date Teacher name Marks 60 marks Instructions Time allowed: Take Home - Open book Declaration: Read, tick and sign below ☐ I declare that the attached assessment I have submitted is my own original work and any contributions from and references to other authors are clearly acknowledged and noted. ☐ This document has been created for the purpose of this assessment only and has not been submitted as another form of assessment at Melbourne Polytechnic or any other tertiary institute. ☐ I have retained a copy of this work for my reference in the event that this application is lost or damaged. ☐ I give permission for Melbourne Polytechnic to keep, make copies of and communicate my work for the purpose of investigating plagiarism and/or review by internal and external assessors. ☐ I understand that plagiarism is the act of using another person’s idea or work and presenting it as my own. This is a serious offence and I will accept that penalties will be imposed on me should I breach Melbourne Polytechnic’s plagiarism policy. Student signature Date Please note that your assignment will not be accepted unless you have: • completed all sections of the assignment • acknowledged all sources of other people’s contributions including references and students’ names for group work assessments • filled in all areas of this student assignment cover sheet. MELBOURNE POLYTECHNIC INTERNATIONAL PROGRAMS BSBADV602 Test.doc Date: 31/07/2020 Page 1 of 8 © Melbourne Polytechnic 2020 BSBADV602 Develop an advertising campaign Teacher use only Competent / Not Yet Competent Mark or Comments if NYC NYC Section A Questions 1 - 10 Section 2 Question 11 Question 12 Question 13 Question 14 Question 15 Question 16 Question 17 Question 18 Question 19 Question 20 Question 21 Question 22 Result To be deemed competent you must attempt ALL assessment task/s and be judged competent in EVERY assessment task/s. If you are not competent for any part of an assessment, you will be given an opportunity to re-sit or resubmit as nominated by your trainer. BSBADV602 Test.doc Date: 31/07/2020 Page 2 of 8 © Melbourne Polytechnic 2020 BSBADV602 Develop an advertising campaign Section A: Multiple choice. Circle the letter corresponding to your choice of answer. There is only ONE correct answer (each question is worth 1 mark). 1. The advertising/campaign brief a. b. c. d. Is not really necessary to the success of the campaign States what the client would like the campaign to achieve Is developed by the media planner Includes the final media buy 2 Which of these is one of three main categories of advertising objectives? a. b. c. d. 3 When developing feasible objectives you need to consider constraints of: a. b. c. d. 4. Inform Persuade Remind All of the above Time Budget Market factors All of the above Which of these is NOT an advertising objective? a. To increase sales b. To reassure customers c. To create awareness d. To reinforce brand recognition e. None of the above 5 One method of segmenting the market is to group consumers into specific behavioural patterns that include: a. Benefits sought b. Useage c. Consumption d. All of the above 6 Which function do Reference Groups include: a. Providing information b. Offering guidance c. A means of comparison d. All of the above BSBADV602 Test.doc Date: 31/07/2020 Page 3 of 8 © Melbourne Polytechnic 2020 BSBADV602 Develop an advertising campaign 7 8 Which of these is NOT a set of influences that shape a consumer’s perception? a. The relation of the stimuli to the product b. The physical characteristics of the stimuli c. The relation of the stimuli of their surroundings d. Conditions within the individual AFA is an acronym for? a. Australian Federation of Actors b. Advertising Federation of Australia c. Australian Force of advertisers d. None of the above 9. Which of these statements about television advertising is true? a. It can reach large numbers in a single exposure b. The geographic scope of TV advertising can range for local to national broadcast area c. Is facing challenges from alternative media such as the Internet d. All of the above 10 Part of the role of an advertising/manager is: a. Justify decisions relating to resource allocation b. Explain how the campaign objectives will be met by allocated resources c. Control the budget d. All of the above BSBADV602 Test.doc Date: 31/07/2020 Page 4 of 8 © Melbourne Polytechnic 2020 BSBADV602 Develop an advertising campaign Section B. Short answer questions. Q 11. Identify five (5) pieces of information an advertising/campaign brief should include (5 marks) ................................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ....................................................................................................................... Q 12. What are the three (3) preparatory steps to determine advertising objectives? (3 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... Q 13. Explain the difference between Direct Objectives and Indirect Objectives (4 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... BSBADV602 Test.doc Date: 31/07/2020 Page 5 of 8 © Melbourne Polytechnic 2020 BSBADV602 Develop an advertising campaign Q 14. Identify and describe four roles within a reference group that influence consumer buying behaviour (8 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... Q 15. Explain the difference between ‘Selective Perception’ and ‘Selective Distortion’ (4 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... Q16. Explain the difference between Laws and Codes of Practice (4 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... BSBADV602 Test.doc Date: 31/07/2020 Page 6 of 8 © Melbourne Polytechnic 2020 BSBADV602 Develop an advertising campaign Q 17. Identify and describe two (2) legal considerations in relation to your advertising campaign for Fitness and Lifestyle (4 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... Q 18. Identify the types of research method from the descriptions given (2 marks) ....................................A set of pre-set questions that can be multiple choice, or scaled format. Can be conducted at a central location such as a shopping centre or door-to-door. ...................................A group of people are asked about their perceptions, beliefs and attitudes towards a product, service, concept, advertisement, idea or packaging. The focus group is interactive where participants are free to talk with other group members. Q 19. Identify and describe two (2) benefits of television as an advertising media (4 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... .................................................................................................................................... Q 20. Identify one (1) Creative and/or Production personnel required to produce a television commercial. (1 mark) Regarding the production schedule for a magazine advertisement - Identify the average time it takes for the art director and copywriter to work up concepts ready for submission to the account director for approval. (1 mark) ..................................................................................................................................... ..................................................................................................................................... BSBADV602 Test.doc Date: 31/07/2020 Page 7 of 8 © Melbourne Polytechnic 2020 BSBADV602 Develop an advertising campaign Q 21. Explain the difference between the ‘Percentage of Sales method’ to set a budget and the ‘Objectives and Task’ method to set a budget. (4 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... Q 22 Identify one (1) legal requirement and one (1) ethical requirement in relation to appointing external service providers. (2 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... Q 23 Describe the purpose of including milestones for an advertising campaign (2 marks) ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... Q 24 Explain one benefit of including milestones to evaluate the campaign’s effectiveness at key points throughout the advertising campaign (2 marks) ....................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... ..................................................................................................................................... BSBADV602 Test.doc Date: 31/07/2020 Page 8 of 8 © Melbourne Polytechnic 2020
