Microsoft Word - 1 BSBADV602 AT 1 – Case Study Information V1.0.docxBSBADV602–Case Study /...

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Microsoft Word - 1 BSBADV602 AT 1 – Case Study Information V1.0.docx
BSBADV602–Case Study / Questioning Information 1
Version 1.0 – May 2016
Southern Cross Education Institute

BSBADV602 Develop an advertising campaign
BSB60215 Advanced Diploma of Business
Information for students for Assessment Task 1 – Case
Study / Questioning

Assessment Task 1 – Case Study / Questioning
Instructions for
completion

• You are required to answer all questions in Assessment Task 1 – Case Study
• Responses are required to be typed and converted into a PDF and uploaded
through Moodle by the due date.
• Use of co
ect grammar and spelling is required to demonstrate foundational skills
• Use of APA referencing must be used where original sources other than your own
have been used – to avoid plagiarism
DUE DATE • The traine
assessor will inform you of the due date

Case Study: Tim Tam Orchard

This case study examines the ‘Tim Tam Orchard’ campaign that was successfully run in May 2012.

The Arnott's Biscuits Company had noticed that the sales of their Chocolate Tim Tam biscuits had dropped,
and its products were continuously discounted at retailers. Essentially it was becoming ‘just a biscuit’
instead of the luxurious chocolate delight it was originally marketed as.
Tim Tam decided to focus on conveying that Tim Tams were not just a product but a feeling, and the overall
aim of the campaign was to increase social media sales by 23%. The solution was derived from a Facebook
post on their official page, where a fan wished that Tim Tams could grow on trees.

The Tim Tam orchard was proposed. The orchard was placed in Martin Place in Sydney, with thousands of
Tim Tams hanging from trees able to be picked by passersby. The campaign was advertised as a mysterious
event through a series of face book posts.

On the day attendees were encouraged to check in through social media.

Tim Tam also asked Facebook fans whether they would like to be in the new Tim Tam commercials.
This campaign resulted in 1,570 commercials made on the day and another 1,569 personalised commercials
created by the face book fans. Their official YouTube channel which hosted the commercials generated
over 475,000 views.

Most importantly the
and managed a 23% baseline sales uplift over the campaign period. There were
4,500,000+ PR impressions, and an additional 60,000 Facebook fans signed up over the campaign.

BSBADV602–Case Study / Questioning Information 2
Version 1.0 – May 2016
Southern Cross Education Institute
Questions
1. Clarify Tim Tams' purpose and objectives for this advertising campaign.
2. Explain how advertising can have an influence on consumer buying behaviour.
3. What are three (3) Key principles in successful advertising? Discuss whether you believe this
campaign took these principles into consideration.
4. Compose a list of at least ten (10) resource requirements that were needed for this campaign.
5. Compose a list of at least five (5) media resource requirements.
6. Provide a summary of key legal and ethical requirements that would need to be adhered to as part
of this campaign.
7. After reading the
ief, pinpoint five (5) important milestones of this advertising campaign.

Microsoft Word - 1 BSBADV602 AT 2 – Project Information V1.0.docx
BSBADV602–Project Information 1
Version 1.0 – May 2016
Southern Cross Education Institute

BSBADV602 Develop an advertising campaign
BSB60215 Advanced Diploma of Business
Information for students for Assessment Task 2 – Project

Assessment Task 2 – Project
Instructions for
completion

• You are required to answer all questions in Assessment Task 2 – Project
• Responses are required to be typed and converted into a PDF and uploaded
through Moodle by the due date.
• Use of co
ect grammar and spelling is required to demonstrate foundational skills
• Use of APA referencing must be used where original sources other than your own
have been used – to avoid plagiarism
DUE DATE • The traine
assessor will inform you of the due date

SCENARIO:
You are employed as an advertising executive for "Amazing Ads" who are a prominent Australian Advertising
Agency. Recently, a new client "Bounce Fitness" has asked your agency to create a new advertising campaign
for its organisation to help boost sales. To help you come up with a suitable advertising campaign, Bounce
Fitness has provided you with their Corporate Marketing Plan which they would like the advertising
campaign to be connected to. The CEO of Bounce Fitness would like to launch the new advertising campaign
within the next six weeks.
Using the marketing plan to assist you (refer to Appendix 1), you are required to develop an Advertising
Campaign and present it to the CEO and Management at Bounce Fitness for approval (your assessor and
classmates). To do this, you will need to undertake the following tasks:

1. Define the Campaign Objectives
Refe
ing to the Bounce Fitness Corporate Marketing Plan, create a report outlining the following:
• Develop an advertising
ief by defining the purpose and objectives required to develop an effective
advertising campaign for Bounce Fitness.
• Use these to set the measurable terms for the objectives for the advertising campaign.
• Ensure you consider the factors which may affect the consumer responses to the campaign (such as age,
culture, disability, gender, lifestyle, marital status) and the impact of each.
• Discuss the legal and ethical considerations relating to this
ief and how you will manage these.
• Ensure campaign objectives are feasible, given the constraints of time, budget, product and market
factors.
Print and include any additional documentation you have refe
ed to as well as ensure this
information is referenced before submitting to your Assessor.
BSBADV602–Project Information 2
Version 1.0 – May 2016
Southern Cross Education Institute
2. Prepare an Advertising Budget
• List the research resource requirements will you need for this campaign.
• Discuss the range of media options to be considered, stating what could be used, which you chose to
use and why you made those choices.
• How would you budget to use the media options that you chose? Why do you believe that the budget
allocated is sufficient to meet the objectives?
• How will ensure that you do not run over budget?
• Justify resources allocated to each component of the advertisement campaign
Print and include any additional documentation you have refe
ed to as well as ensure this information is
eferenced before submitting to your Assessor.

3. Develop a Schedule for Proposed Advertising Activities
• Provide the length, timing and milestones for this advertising campaign.
• Discuss why you are confident your time line is accurate and meets the marketing plan requirements.
• How would you identify the service providers for this advertising campaign
• Discuss your choice of service provider and why you made this choice. Include discussion on the
different quotes you received, expertise, cost and other factors you considered to justify your decision.
• Using computer technology, produce a Critical Path Analysis (CPA) or Gantt chart or similar tool to chart
the planned progress of the campaign planning and exposure. You must include your CPA or Gantt
chart and copies of any additional documentation you have refe
ed to as well as ensure this
information is referenced before submitting to your Assessor.

4. Written Questions
I. How did you clarify the needs of the proposed campaign?
II. How did you determine that your campaign was ethical?
III. What other markets did you consider when deciding where to focus? Why did you choose those?

What to submit for assessment
At the end of this assessment, you are required to submit the following:
• An advertising campaign addressing parts 1 to 3.
• Answers to the written questions for part 4.

Microsoft Word - 1 BSBADV602 AT 3 – Presentation Information V1.0.docx
BSBADV602–Presentation Information 1
Version 1.0 – May 2016
Southern Cross Education Institute

BSBADV602 Develop an advertising campaign
BSB60215 Advanced Diploma of Business
Information for students for Assessment Task 3 –
Presentation

Assessment Task 3 – Presentation
Instructions for
completion

• Read this assessment task and complete all requirements and submit to the
traine
assessor by the due date
• Presentation must be in PowerPoint - a minimum of eight slides
• Presentation should be engaging to ensure it holds audience attention
• Presentation is 10 minutes in duration with an additional five minutes for questions
and answers
• You are also required to convert your PowerPoint slides into a PDF and uploaded
through Moodle by the due date.
• Use of co
ect grammar and spelling is required to demonstrate foundational skills
• Use of APA referencing must be used where original sources other than your own
have been used – to avoid plagiarism
DUE DATE • The traine
assessor will inform you of the due date

Continuing from your project in Assessment Task 2, you will now present your completed advertising
campaign to the training group and Assessor. Your presentation must be prepared using PowerPoint and
should last approximately ten (10) minutes. Ensure you cover the following points in your presentation:
• campaign objectives
• advertising budget
• media option
• relevant legislation and ethical requirement pertaining to the advertising industry
• schedule for proposed advertising activities, including milestones for monitoring progress and
expenditure against budget
• evaluation methods

You must consistently behave and present as if this were an actual presentation to the CEO of Bounce
Fitness. So carefully consider your dress, demeanor, language and affability. They all count! Make sure that
you are very clear on your information and are consistently accurate.

Your Assessor (and classmates) will ask you questions at the end of your presentation and the others in the
group may too. Answer as you would in a formal situation.

Print and include copies of your advertising campaign, any additional documentation you have refe
ed to
as well as ensure that this information is referenced before

tae_636600580304382777_117209_1.pdf tae_636600580304382777_117209_2.pdf tae_636600580304382777_117209_3.pdf

Arun · Accepted Answer

Timtam Case Analysis
Clarify Tim Tams' purpose and objectives for this advertising campaign.
The purpose of the Tim Tam’s advertising campaign was primarily to increase sales by 23 percent on social media. Another purpose for this campaign was to position the product on emotional basis and for upmarket people who have high income. As the biscuit product was no longer considered as luxurious chocolate desire, therefore, to retain its customer’s base and enhance sale through the retail outlets, the company tried to reinforce the old image of product. the objectives of the advertising campaign are generally raising awareness of the company, product and service in an identified market, communication about the key benefits of products or service, generation of leads for the sales team, solicitation of customers by a direct response campaign, supporting the marketing event such as exhibition or sale, informing customers about the location to obtain the product and building confidence towards the organization. In the case of TimTam all these objectives are sought by the company but it has these objectives along with the objective to reinstate the image of luxury product by it in the minds of customers. 
 2. Explain how advertising can have an influence on consumer buying behaviour.
The advertising can have profound impact on consumer buying behaviour. The combination of advertising in electronic form and print for, radio advertising, outdoor advertising, is shaping the customers behaviour. It provides communication with them and elicits the desired responses. Advertising is a kind of conditioning the behaviour of customers where regular reinforcement of messages creating a positive image of the brand. 
The individual factors such as lifestyle, personality, age and income of people (rodrigue, 2012) are changed. The personality is changed due to exposure towards the advertisement. Similarly new products familiarization changes the life styles of people as their life becomes more sophisticated. In the case of TimTam, the company approached with a new theme to promote the product and therefore, customers through social media attached a new meaning to the product biscuit. The company regained the lost image of luxury product. The customers recommend the product to other people and therefore, the family and friends also become familiar with the product attributes. The decision style of the customer’s changes with advertising and this is true in TimTam case. 
 3. What are three (3) Key principles in successful advertising? Discuss whether you believe this campaign took these principles into consideration. 
The three key principles in successful marketing are as mentioned. The first principle is creating an informative and interesting advertisement that stays in consumer mind. For this purpose, advertisement must use catchy phrases and simple words that are memorable for customers. 
The second principle is advertising in the right place. There are many places for company to advertise but it must note that whether these places or media are reaching to the target audiences or not. The customers have easy access to these places or media platforms or not and whether these are cost effective and convenient or not should be considered by successful advertisement. For example, advertising through radio may be cost effective but it may not promote advertisement to target customers therefore, the spending on advertisement and time will be wasted. Similarly, the location factor is also important. Outdoor advertising are placed at strategic locations to gain most eyeballs. Therefore, they are generally placed where the traffic is high. These factors must be considered by a successful advertising. 
The third important principle is appeal to emotion as well as reason. The advertisement must make sure to convey the message why people should purchase the products or services. Many customers purchase on the basis of functional benefits and look for price and quality of products. But there are many customers, who prefer to purchase products because they feel having an emotional attachment to certain brands. The brands create attachment and followings and also they create trust factor amongst the customers’ mind. Therefore, these factors should be taken into consideration by the successful advertising. 
As far as the TimTam advertising is concerned, it promotes the advertisement of social media platform because it knows that its target customers come on this platform regularly.

Microsoft Word - 1 BSBADV602 AT 1 – Case Study Information V1.0.docx BSBADV602–Case Study / Questioning Information 1 Version 1.0 – May 2016 Southern Cross Education Institute BSBADV602 Develop an...

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