Assessment-Determining the marketing mix

Assessment plan

The following outlines the requirements of your final assessment for BSBWRT501 Write persuasive copy.

You are required to complete all tasks to demonstrate competency in this unit.

This unit is assessed through the following:

Assessment RequirementsMethod of Assessment
Completion of written questionsWritten questions
Case studyCase study

All assessments will ensure that the principles of assessment and rules of evidence are adhered to. The principles of assessment are that assessment must be valid, fair, reliable and consistent. The rules of evidence state that evidence must be sufficient, valid, current and authentic.

If reassessment is required, you will be given the chance to resubmit the assessment task. You will have up to three opportunities to resubmit each assessment task. If, after the third attempt, the assessment is still not satisfactory your trainer/assessor will make alternative arrangements for assessment.

Resources required for this assessment

  • Internet access.

Student instructions

John’s Cafe Advertising Brief

1.        What Is John’s Cafe?

2.        The Brand :

3.        The Challenge

4.         Advertising Objectives

·          To change customers’ perception and image regarding John’s Café’s business operational and customer service level

·          To improve the customer response rate from a certain niche market segment and maintain the customer satisfaction rate by 80%.

5.        Who Is The Target Audience?

·          Close by corporate staffs

·          International and interstate tourists

·          Local families

·          Footy fans

·          Local students

·          Retired couples

What do the target audience think and do now?

Think: “it is a tiny little boutique cafe which offers the fabulous taste of food.”

Do: seek the warm, friendly, nice, comfortable dining ambience and environment for themselves and families.

What would we like them to think and do in response to the advertising?

Think: it is a hidden treasure and gem that is hiding in the corner of Melbourne CBD. Now I have found it and I will keep on coming back with my friends and families.

Do: a cafe whenever I can think of, doesn’t matter I feel hungry, need to catch up with friends or for the business functions.

What is most likely to achieve this change?

Attention: combination of the cooking styles from Asian and local cuisines.

Branding:  cozy, relaxing, comfortable, good taste and oriental.

Communication: “What a true local gem”.

Reasons to believe

* *  Easy to locate, easy to try and hard to forget once you have tried it.

* *  Real cooking, real people and real food.

* *  Offers frequent discount, vouchers and new varieties of products and services.

6.        MANDATORY Considerations For Execution

·          Use words or symbols of Australian styles such as kangaroos, footy or beach.

·          Signature food or cuisine should be included within all the advertising media options.

·          Advertisement execution includes brochures, radio and TV.

7.        Guidelines for submissions:

·          Media execution and recruitment spending should not exceed the budgeted level amount.

·          TV script should be designed to be within 30 seconds.

·          Brochure print out should be single paged, A4 sizes.

·          Radio advertisement should be 3 minutes.

 

 

Assessment-Determining the marketing mix

You are to respond to a Creative Brief by developing the copywriting for your own organisational campaign or you can base it on the following case study

If you choose to source and utilise your own Creative Brief, you MUST obtain permission from your Assessor BEFORE starting this project.

When developing your campaign you must –

Part A:  Analyse and interpret creative brief. This will require you to:

  1. Explain the central idea or creative concept used in the campaign
  2. Identify and discuss technique/s used to express your central idea or creative concept. Write an email to organisational manager seeking their confirmation for the most suitable technique/s for your campaign
  3. Outline and discuss the required contents and structures to be communicated to the audience about the brand or image factors, and source all the relevant supporting information which can contribute to the campaign designing. Prepare a rational to explain how you ensure the accuracy and completeness of these sourced information.
  4. Write an email to the management seeking the confirmation about the time schedule and budgetary requirements for creating copy and present the final confirmed schedule and budget requirements.
  5. Discuss any legal and ethical constraints impacting on the designed copy.
  6. Identify and select the suitable digital systems and tools to design the copy scripts, discuss the functions, key features and provide a rationale of how you would use it effectively to design the copy scripts

Part B: Evaluate creative options. This will required to:

  1. Identify and discuss design and copy options according to the requirements of the creative brief
  2. Select the most suitable option/s for the final implementation, and report on:
  • How they help to communicate the required information and image to the target audiences
  • How they meet with the time and budgetary requirements

 Part C: Prepare persuasive copy. This will require you to:

  1. Select the company’ biggest competitor/s and review their promotional materials, discuss their copy impacts in terms of products, services or ideas communicated to their target audiences.
  2. You are to design THREE scripts for your campaign, this include:
  • Write a TV commercial script by using a full story board (consider using the appendix sample)
  • Write a Print Ad with full page colour and should include headline, sub-headline and body copy
  • Write a Radio Ad script with 30 sec duration

Make sure you will include required image, features/benefits of the product, service or idea.

11. Based on your designed copies, compare with those of competitor/s and write a report explaining the differences of between yours and the competitor/s
12. Write an explanatory note detailing how the designed scripts address the requirements of the creative brief in terms of information, format, language, writing style, and level of detail
13. Develop an action plan including tasks to be completed, task priorities, timelines, costing, personnel involved and resources required. To develop your action plan, you can use any type of project planning tool such as a GANTT chart. Make sure your action plan is conducted in accordance with the budget and timelines advised above.
14. Write an email seeking the confirmation of accepted task responsibilities from relevant personnel
15. Identify and discuss factors relating to legal, standards, codes of practice and organisational policies and procedures requirements that may impact on the copy designing process.

Assessment-Determining the marketing mix