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Additional StudentAssessment Information:

DGMMED003 Build and conduct display and video advertising

Copyright 2020

Australian College of Business Intelligence

All rights reserved

Version: 20.0

Date Modified: May 2020

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior written permission of Australian College of Business Intelligence.

Disclaimer:

The Australian College of Business Intelligence does not invite reliance upon, nor accept responsibility for, the information it provides. The Australian College of Business Intelligence makes every effort to provide a high-quality service. However, neither the Australian College of Business Intelligence, nor the providers of data, gives any guarantees, undertakings or warranties concerning the accuracy, completeness or up-to-date nature of the information provided. Users should confirm information from another source if it is of sufficient importance for them to do so.

Contents TOC o "1-3" h z u

1. Assessment Information PAGEREF _Toc29676360 h 4A. Purpose of the assessment PAGEREF _Toc29676361 h 4B. Competencies being assessed PAGEREF _Toc29676362 h 4C. Using sources of information PAGEREF _Toc29676363 h 5D. Assessment submission PAGEREF _Toc29676364 h 6E. Adjustment and support PAGEREF _Toc29676365 h 7F. Assessment results and feedback PAGEREF _Toc29676366 h 7G. Technical tools for completing the assessment PAGEREF _Toc29676367 h 8

1. Assessment InformationA. Purpose of the assessmentThis assessment will develop the skills and knowledge required to create display and video advertising campaigns and advertisements (ads) using a variety of platforms to evaluate their impact and performance.

The assessment for this unit is designed to help you gather evidence of your competence against the requirements of the unit of competency. Your evidence may take a variety of forms and must be:

Authentic your own work

Valid related to the competency

Sufficient appropriate quantity and quality

Current recent proof of your skills and knowledge

B. Competencies being assessedElements

To achieve competency in this unit you must demonstrate your ability to:

Develop a display and video advertising strategy

Develop a budget for display and video advertising

Create display and video advertising campaigns

Measure success of display and video advertising strategies

Performance Evidence

You must show evidence that you have completed the following tasks:

Created a YouTube video advertising campaign and identified an ad format available for Google's Video network

Created a display advertising campaign and identified ad formats available for Google's Display network.

Managed display and video advertising over the length of the campaign

Reported on the effectiveness of display and video advertising campaign by retrieving and analyzing reports in Google Ads and Google Analytics

Knowledge Evidence

To complete the unit requirements safely and effectively, you must demonstrate knowledge of:

Concepts of display and video marketing

Types of display and video platforms including Google Ads, Facebook, Sizmek, and TubeMogulAdvertising buying mechanisms and psychology, including:

Audience insights

Buyer journeys

Buyer personas

Conversion paths

Engagement principles

Frequency and memorability

Programmatic advertising principles:

Viewability

Ad auctions

Ad formats

Ad networks & placements

Ad blocking technologies

Reach and frequency planning

Campaign planning for video and display advertising including:

concepts

development

objectives

campaign analysis

Ad formats and creation techniques for display and video

Campaign bidding approaches including:

CPM

vCPMCPV

CPC

Remarketing advertising techniques

Advanced programmatic and video advertising techniques:

Dynamic Creative Optimization (DCO)

Automation and rules

Targeting techniques including audience, contextual, advanced and targeting exclusion

Campaign creation and optimization including:

Landing page features and requirements and sales functions

Budgeting techniques for fixed term and ongoing projects

Key provisions of legislation, regulations, codes of practice and ethical considerations which impact on display and video advertising, including:

The Australian Consumer Law (ACL)

Privacy Act 1988 (Cth)

Australian Privacy Principles

ACCC Media Code of Conduct

Australian Copyright Act 1968 and Amendment Act 20006

Anti-Spam law (Spam Act 2003)

Rights and legislation under IP Australia related to domain registration, trade mark and design registration

Ad policies set by advertiser platforms, such as Google Ads policies

Australian Association of National Advertisers (AANA) Code of Ethics.

C. Using sources of informationYou may use various sources of information to inform your answers, including your resources provided by ACBI, books, and online sources. You must acknowledge and cite your sources. A note on plagiarism and referencingPlagiarism is a form of theft where the work, ideas, inventions etc. of other people are presented as your own. When quoting or paraphrasing from a source such as the internet, the source must be recognised. If you are quoting a source, make sure to acknowledge this by including quotation marks around the relevant words/sentences or ideas. Note the source at the point at which it is included within your assessment, such as by using a citation. Then list the full details of the source in a references section at the end of your assessment.

All sources used for your assessment should be detailed in a references section. It is advisable to never copy another persons work.

D. Assessment submissionAlways submit assessments on time by the due date. You can find the due date in the unit course page on Moodle. i. Assessment Coversheet

Once you have completed all the tasks of the assessment, you must complete the Assessment Cover Sheet, including signing the declaration. ii. File naming conventions

When submitting assessments electronically follow the following standard for naming document files and subject line. You must insert the following information:

Unit of Competency code (eg. DGMMED003)

A for word assessment then followed by the assessment number [insert dash]

Your first name and initial of last name. Capitalise only the first letter of names. Then insert a dash, followed by submission attempt.

Hence as an example of incorporating the four points above your file name or subject line should appear this way: DGMMED003 A1 JessieA #1iii. Submission via Moodle

Please refer to the Instructions for Submitting Your Assessment found within the unit course page on Moodle.

NOTE: Please take care to follow all instructions listed. Assessments uploaded with a draft status on Moodle may not be graded.

E. Adjustment and supporti. Reasonable adjustment

ACBI supports individual differences in the learning environment and provides reasonable adjustment in training and assessment activities to support every learner. If you have any special needs that make it difficult for you to complete your learning or assessments, you should discuss this with your assessor. ACBI will endeavour to provide you with reasonable alternatives to assist you to complete the required tasks such as completing tests verbally or using an interpreter.

NOTE: If you have any special needs, you should discuss this with your assessor before starting your assessment.

ii. Support

While ACBI may not be able to assist you with language training or specific Language, Literacy and Numeracy (LLN) training, our assessors will work with you to ensure that you are supported throughout your qualification. If you require individual tutoring this may attract an additional fee (please refer to the ACBI Student Handbook available from https://www.acbi.edu.au). Support may be offered by your assessor, or for more specialist support you may need to contact the RTO administration.

F. Assessment results and feedbacki. Assessment resultsOnce you have submitted an assessment online on Moodle, your assessor will grade it and provide you with feedback. For each task of the assessment, you will receive a grade of Satisfactory or Not Satisfactory. You will also receive a grade for the entire assessment of Competent or Not Competent. Each task of the assessment must be Satisfactory in order to receive a grade of Competent. ii. Resubmission

If your assessment is graded Not Competent, you receive instructions via the feedback form on components to be amended. Your assessor is committed to providing you with detailed feedback on the outcomes of the assessment and will provide guidance on areas for improvement. In most instances, you should need only complete the sections of the assessment that were deemed Not Satisfactory. However, it is important to remember that depending on the task, it may be necessary to repeat the whole task (for example presentations or the delivery of a training session).If resubmission is required, you will need to amend or update your assessment as a different version by the required term cut-off date, as detailed on Moodle. NOTE: For further information on late assessment, please refer to the Assessment Policy available on Moodle.

iii. What happens if you do not agree with the assessment resultIf you do not think the assessment process is valid, or disagree with the decision once it is made, or believe that you have been treated unfairly, you can appeal.

The first step is to discuss the matter with your trainer. If you still do not agree with the assessment, you are able to request a re-assessment. It is possible to have your evidence assessed by a different trainer. If you remain dissatisfied after the re-assessment, you should contact the Director of Studies. Full details of the Appeals process are contained in your Student Handbook.

G. Technical tools for completing the assessmentTo complete the assessment, you need access to:

A computer with internet

Word processing and other relevant programs to develop appropriate documentation and reports as required

DGMMED003 Observation Checklist

Student Name: Unit of Competency: DGMMED003 Build and conduct display and video advertising

Related Assessment Question: Task B, Question B1

Assessment and marking criteria: The Trainer & Assessor is to place a tick in appropriate column for each criteria for Satisfactory (S) or Not Satisfactory (NS) assessment. They are to also comment against each observation criteria to give the Candidate a better understanding of their performance, and ensure they complete the overall feedback to the Candidate. The Assessor and Candidate MUST both sign off the acknowledgement at the end of this checklist.

Observation checklist - Did the Candidate: S

NS

Comments

Clarify goals and objectives for Gorgeously Simples advertising campaign? Used active listening techniques to engage stakeholders and seek their feedback? Use appropriate verbal and non-verbal communication? Lead the meeting? Feedback to Candidate:

Trainer & Assessor Acknowledgement:

Name: _____________________________ Signature: _______________________ Date:_________________

Candidate Acknowledgement:

Name: _____________________________ Signature: _______________________ Date:_________________

-359410110309ASSESSMENT MARKING GUIDE

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DGMMED003 MARKING GUIDE FOR TASKS A-D

STUDENT NAME: UNIT OF COMPETENCY: DGMMED003 BUILD AND CONDUCT DISPLAY AND VIDEO ADVERTISING

Assessment and marking criteria:The Trainer & Assessor is to place a tick in the appropriate column for each criteria for Satisfactory (S) or Not Satisfactory (NS) assessment

TASK A KNOWLEDGE QUESTIONS

DID THE STUDENT: S

NS

COMMENTS

A1: Explain the advantages and disadvantages of the following display and video advertising networks:

Google Ads?

Facebook Audience Network?

Adobe Advertising Cloud?

Sizmek Ad Suite? A2: Explain the following terms related to display and video advertising:

Frequency?

Memorability?

Viewability?

Ad blocking technologies?

Ad placements? A3: Explain the following campaign bidding approaches:

CPM?

vCPM?

CPV?

CPC? A4: Describe what Dynamic Creative Optimization (DCO) is? Then explain two or more advantages of using it in a display campaign? A5: Explain the difference between the following targeting options for video campaigns:

Interests targeting?

Placements targeting?

Topics targeting? TASK B PRODUCE AN ADVERTISING STRATEGY

DID THE STUDENT: S

NS

COMMENTS

B1: Identify the company and brand that they will be using for Tasks B-D?

If they are using their own workplace, also:

Provide a brief description of the company?

Identify the brand they will base their advertising campaign on? B2: Set up a meeting with at least one stakeholder?

If the student is using the provided case study, meet with:

The Head of Performance Marketing at Fire Communications, as role played by another person?

The Marketing Manager at Gorgeously Simple, as role played by another person?

Use the meeting to clarify the goals and objectives for the advertising campaign?

After the meeting, record notes of what was discussed? B3: Identify the platform that will be used to run advertising campaign? Explain why this advertising platform is suitable? B4: Create an advertising strategy for the campaign, ensuring the marketing strategy includes:

Two or more goals for the campaign?

At least two Key Performance Indicators (KPIs), ensuring the KPIs are measurable and achievable?

A description of the target audience?

An outline of ad formats to be used?An explanation of targeting and remarketing strategies, including what placements and frequency caps will be used?

An outline of the campaigns budget?

A campaign schedule?

An action plan and timelines?

Milestones for monitoring campaign performance and budget spend?

If the Candidate is using the provided case study, ensure the strategy explains approaches for both the campaigns TrueView advertising and Gmail Ads? B5: Explain how they have ensured the campaign strategy meets legal and ethical requirements? TASK C CREATE ADVERTISING CAMPAIGNS

DID THE STUDENT: S

NS

COMMENTS

C1: Create a creative brief for the advertising campaign, ensuring it includes:

Campaign background and objectives?

Target audience?

Key messages?

Deliverables?

Timeframes? C2: Explain the bidding strategies they will use when implementing in the advertising campaign? C3: Launch the advertising campaign?

If the student is using the provided case study:

Explain how they will launch the Winter Warmth campaign, including:

Ensuring the ads are approved in time by the advertising platform?

Implementing remarketing strategies?

If the student is using their own workplace:

Take screenshots of both live ads and the set-up of the ads in the platform they are using to run the campaign? C4: Optimise the advertising campaign?

If the student is using the provided case study:

Explain how they will regularly optimise bids, targeting, placement and creative content to improve campaign performance?

If the student is using their own workplace:

Provide screenshots of at least two of the optimisations they perform? Also, explain what optimisations they have performed on the bids, targeting, placement and creative content of the campaign? TASK D: MEASURE ADVERTISING SUCCESS

DID THE STUDENT: S

NS

COMMENTS

D1: Prepare a report that evaluates the advertising campaign?

Ensure your report provides:

A brief summary of the campaign, including its goals, dates, targeting and use of ad formats?

A comparison of Key Performance Indicators against the results achieved?An overview of the use of budget?

Recommendations for future improvements?

If the student is using the provided case study:

Evaluate Gorgeously Simples Autumn Flavours campaign?

OBSERVATION CHECKLIST

Student Name: Unit of Competency: DGMMED003 BUILD AND CONDUCT DISPLAY AND VIDEO ADVERTISING

Related Assessment Question: TASK B, QUESTION B2

Assessment and marking criteria: The Trainer & Assessor is to place a tick in appropriate column for each criteria for Satisfactory (S) or Not Satisfactory (NS) assessment. They are to also comment against each observation criteria to give the Candidate a better understanding of their performance, and ensure they complete the overall feedback to the Candidate. The Assessor and Candidate MUST both sign off the acknowledgement at the end of this checklist.

Observation checklist did the student: S

NS

Comments

Clarify goals and objectives for the advertising campaign? Used active listening techniques to engage stakeholders and seek their feedback? Use appropriate verbal and non-verbal communication? Lead the meeting? Feedback to student:

Trainer & Assessor Acknowledgement:

Name: _____________________________ Signature: _____________________ Date:________________

Candidate Acknowledgement:

Name: _____________________________ Signature: _____________________ Date:________________

FEEDBACK

THE STUDENTS PERFORMANCE WAS: COMPETENT NOT COMPETENT

Feedback to student:

OVERALL RESULT

RESULT FOR UNIT OF COMPETENCY:DGMMED003 BUILD AND CONDUCT DISPLAY AND VIDEO ADVERTISING OUTCOME

COMPETENT NOT COMPETENT

Trainer & Assessor

___________________________________

Name

___________________________________

Signature

__________________________________

Date Candidate Acknowledgement

I have been provided with feedback on my performance for each Assessment Task. I agree with the outcomes of my Assessment for this Unit of Competency.

___________________________________

Signature

____________________________________

Date

-359410110309CASE STUDY INFORMATION

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CONTENTS

TOC o "1-3" h z u 1. INTRODUCTION PAGEREF _Toc80365152 h 31A. USING THIS CASE STUDY PAGEREF _Toc80365153 h 31B. YOUR ROLE PAGEREF _Toc80365154 h 3

2. INFORMATION FOR TASKS B & C PAGEREF _Toc80365155 h 42A. INTRODUCTION TO THE WINTER WARMTH CAMPAIGN PAGEREF _Toc80365156 h 42B. ABOUT THE WINTER WARMTH CAMPAIGN PAGEREF _Toc80365157 h 4

3. INFORMATION FOR TASK D PAGEREF _Toc80365158 h 73A. ABOUT THE GORGEOUSLY SIMPLE AUTUMN FLAVOURS CAMPAIGN RESULTS PAGEREF _Toc80365159 h 7

4. APPENDIX PAGEREF _Toc80365160 h 94A. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION B2 PAGEREF _Toc80365161 h 9

1. INTRODUCTION1A. USING THIS CASE STUDYFor the purpose of completing your assessment for unit DGMMED003 Build and conduct display and video advertising, you are to refer to the case study provided below on Fire Communications and Gorgeously Simple.

A NOTE ON THE BUSINESSES IN THIS CASE STUDYPlease note Fire Communications and Gorgeously Simple are fictional businesses developed for the purpose of this assessment.

1B. YOUR ROLEYou are a Performance Marketing Manager at Fire Communications. You are responsible for driving the success of display and video advertising strategies for your clients.

One of your leading clients is Gorgeously Simple, a womens clothing brand. Gorgeously Simple believes in producing clothing simply; that is, by only using natural and sustainable materials, such as wool.

2. INFORMATION FOR TASKS B & C

2A. INTRODUCTION TO THE WINTER WARMTH CAMPAIGNFor Tasks B and C of your assessment, you are to use the information below on the Winter Warmth campaign.

2B. ABOUT THE WINTER WARMTH CAMPAIGNGorgeously Simple would like to run an online video and display campaign to promote their new Winter Warmth range. You must prepare an advertising strategy for this campaign.

This new clothing range features woollen winter clothing for women in a number of popular, on trend styles. As a part of the Gorgeously Simple range, the clothes are made from 100% natural and recycled materials. The Winter Warmth range offers stylish clothes that women can wear in casual settings and not only look their best, but also stay warm.

In particular, the campaign will highlight two products Winter Warmth Pants and Winter Warmth Knitted Tops.

The campaigns budget includes:

$30,000 for video and display advertising over a two-month period with the campaign to start on May 1

$5,000 for a video and photography shoot, including editing and production post-shoot

The key aim of the campaign is to drive awareness and consideration of the Winter Warmth campaign. A secondary aim is to increase sales of the Winter Warmth range, with the client suggesting this be done using retargeting.

You have discussed options for the campaign with Performance Specialists and the Performance Marketing Director at Fire Communications. They have recommended using a mixture of Google TrueView and Google Display Network campaigns. They have proposed this choice as:

Gorgeously Simple has an existing Google Ads account that is optimised for remarketing. It is also integrated with the clients YouTube channel and Google Analytics account

Gorgeously Simple previously ran an ad campaign using TrueView and Google Display Network and the clients marketing manager was pleased with the results achieved

Google Ads offer a number of in-market, topics and interest targeting options that are well suited to the target audience

They believe the reach and cost-effectiveness that can be achieved is best on Google Ads. In particular, the Performance Specialist has highlighted the value for money of TrueView in-stream ads in this case

The Fire Communications performance team specialises in using Google Ads for performance marketing as they have found these drive the best results for smaller clients, such as Gorgeously Simple. The Performance Marketing Director explained that typically it is best to start with Google Ads, then expand into using other display networks as budget and time allows.

The campaign budget is suitable for using Googles networks

YouTube is one of the most visited and used video sites in Australia

You have also noted Fire Communications social team will run video advertising on social media channels as part of their strategy, so the Performance Marketing team need to use display networks to avoid overlap.

The Performance Marketing team has also mentioned to you that:

Retargeting lists are set up for users who visit the Gorgeously Simple website. Visitors who view Gorgeously Simples two main product categories could be retargeted in TrueView and Display ads

Once the videos, images and other creative assets are received for the campaign, they need at least 8 working days to set up and launch the campaign. As the campaign is due to start on May 1, they would need these assets by April 22

To go live on May 1, the performance marketing team needs approval for ads loaded into Google Ads from the client by April 28 at the latest

They noticed there isnt a retargeting list set up for people who have viewed Gorgeously Simples YouTube views and channel, however, this can be set up. They estimate that the size of this list would be 5,000 users.

You have also briefly discussed the campaign with the Marketing Manager at Gorgeously Simple. You noted that they mentioned to you:

They want the campaign to drive engaged views of each video. That is, they dont want to pay for video views where people are distracted and just want to skip the video. They would prefer to pay for engagement as they think this is a better use of the campaign budget.

They want the campaign to drive as many people as possible to consider buying the Winter Warmth clothes. Driving traffic to landing pages featuring the range would be good

As a new range, Gorgeously Simple needs to drive awareness of its new clothing designs

While consideration is most important, ideally the campaign will result in an uplift of people buying the new Winter Warmth clothes as well. The Marketing Manager would like to see how retargeting can do this.

They would like to see performance similar or better than the last TrueView campaign the brand ran, which achieved a Cost Per Engagement (video views and clicks) of $0.45

They would also like to see performance similar or better than the last display campaign the brand ran, which achieved a CPC of $0.75 and a CPM of $3.50

The target audience for the Winter Warmth campaign:

Women aged 18-40 living in Australia

Are people who care about looking stylish and on point, even when wearing casual clothes

Tend to live in major cities, such as Sydney and Melbourne

Are people living in areas of Australia where winter gets chilly the far north of the country, such as Darwin, should be excluded

Are generally middle class and higher they have some disposable income available and dont mind paying a bit more for quality, sustainable clothing

Tend to be students and professionals without children

Care about the natural environment and sustainability

Are interested in fashion and makeup trends

The photo and video shoot need to be finished by early April to allow at least a week for editing

They would like to see a finalised advertising strategy for the campaign at least 2 weeks before the photo and video shoot starts

There need to be separate distinct videos promoting the knitted tops and promoting the pants.

They want to see a variety of ad variations tested against each other. For example, different videos featuring different colours and end frames

Key messages to come across in the videos include:

Stay warm and stylish with Gorgeously Simple

Look on point without a guilty conscious

Limited edition Winter Warmth Pants now out

Limited edition Winter Warmth Knitted Tops now out

The videos must include the latest visual styles they must look and feel are current and on point as possible

Every video must include the Gorgeously Simple logo at some point

Every video must make use of Gorgeously Simples brand colours. A detailed style guide can be supplied to the photo and video production team.

The videos should be fun and uplifting, but not silly

3. INFORMATION FOR TASK D3A. ABOUT THE GORGEOUSLY SIMPLE AUTUMN FLAVOURS CAMPAIGN RESULTSRecently Gorgeously Simple ran a YouTube campaign to promote their brightly coloured Autumn Flavours clothing line. This range of woollen clothes is ideally suited to autumn and winter in Sydney and Melbourne.

The campaign firstly aimed to increase awareness of the new Autumn Flavours clothing range. A secondary aim was to drive engagement with the videos by having people click through to the landing pages, where people can learn more about the Autumn Flavours range.

The campaign was implemented with the following budget and KPIs in mind:

A total budget of $15,000

KPI to achieve at least 11,500,000 impressions

KPI to achieve a maximum CPM of $0.70

You have discussed the campaign with the Performance Marketing Specialists at Fire Communications. They have told you that:

The campaign targeted females 18-30 living in Sydney and Melbourne

Interests and placement targeting was used to target the audiences interest in sustainability, fashion trends and makeup trends

The campaign started on February 1

The campaign ended on 30 March

As the campaign targeted awareness, only YouTube non-skippable in-stream ads were run. The client was also eager to see how this ad format performed as Gorgeously Simple hasnt used it before

There were three different video creatives used for the ads which were all similar except that:

Creative 1 featured bright orange and pink clothing pieces and lasted for 7 seconds

Creative 2 featured bright orange and pink clothing pieces and lasted for 7 seconds

Creative 3 featured bright blue and purple clothing pieces and lasted for 15 seconds

A Performance Marketing Specialist has also exported and looked at data in Google Ads from the campaign. They have provided the figures below to you.

Audience Impressions Clicks Budget spent

Creative 1

18-24 year olds164,425 552 $495.42

25-30 year olds230,194 829 $330.28

TOTAL creative 1 394,619 1,381 $825.70

Creative 2

18-24 year olds5,524,667 27,071 $2,642.24

25-30 year olds2,104,635 3,591 $1,238.55

TOTAL creative 2 7,629,301 30,662 $3,880.79

Creative 3

18-24 year olds1,578,476 3,867 $1,155.98

25-30 year olds3,551,571 19,336 $2,394.53

TOTAL creative 3 5,130,048 23,204 $3,550.51

All creatives

Total 18-24 year olds7,267,567 31,491 $4,293.64

Total 25-30 year olds5,886,401 23,756 $3,963.36

Total all 13,153,968 55,247 $8,257.00

Manual bidding strategies were used to build learnings and have more control over the campaign. However, the Performance Marketing Specialist responsible for launching and optimising the campaign, Sam, became suddenly sick during the first month of the campaign. Another Performance Marketing Specialist, Alex, monitored the campaign while Sam was away. However, Alex was pressed with many urgent deadlines and told you they didnt have as much time to understand and optimise the campaign as they would have liked. As a result, the campaigns performance was mostly optimised in its last 3 weeks. You have noted this is a learning for future campaigns.

4. APPENDIX4A. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION B2Introduction

In Task B, Question B2 of your assessment, you are required to clarify goals and objectives for an advertising campaign. You are to discuss the campaign with the Head of Performance Marketing at Fire Communications and the Marketing Manager at Gorgeously Simple. These positions can be role played by a friend, a fellow student, or a family member. Provide the instructions below to the people involved in the role play so they can understand what is required.

Briefing instructions - Marketing Manager, Gorgeously Simple

You are to role play being a Marketing Manager at a company called Gorgeously Simple. Gorgeously Simple is a womens clothing brand. The company believes in producing clothing simply; that is, by only using natural and sustainable materials, such as wool.

You are meeting with a Performance Marketing Manager at Fire Communications (as role played by your friend/family member/acquaintance). The purpose of this meeting is to discuss the goals and objectives of an upcoming campaign.

The campaign will be an online video and display campaign to promote Gorgeously Simples new Winter Warmth range. This is a new clothing range that features woollen winter clothing for women in a number of popular, on trend styles. The Winter Warmth range offers stylish clothes that women can wear in casual settings and not only look their best, but also stay warm. In particular, the campaign will highlight two products Winter Warmth Pants and Winter Warmth Knitted Tops.

You would like to make sure the Performance Marketing Manager is clear on the purpose of the campaign. You would most like to see the campaign make people aware of the new Winter Warmth range. On top of this, you would like to see the campaign generate some online sales for the new products.

During the meeting, you must provide the Performance Marketing Manager with feedback and engage in discussion.

Briefing instructions Head of Performance Marketing, Fire Communications

You are to role play being the Head of Performance Marketing at an agency called Fire Communications. The agency is planning an advertising campaign for a company called Gorgeously Simple. Gorgeously Simple is a womens clothing brand. The company believes in producing clothing simply; that is, by only using natural and sustainable materials, such as wool.

You are meeting with a Performance Marketing Manager at Fire Communications (as role played by your friend/family member/acquaintance). The purpose of this meeting is to discuss the goals and objectives of an upcoming campaign.

The campaign will be an online video and display campaign to promote Gorgeously Simples new Winter Warmth range. This is a new clothing range that features woollen winter clothing for women in a number of popular, on trend styles. The Winter Warmth range offers stylish clothes that women can wear in casual settings and not only look their best, but also stay warm. In particular, the campaign will highlight two products Winter Warmth Pants and Winter Warmth Knitted Tops.

You are keen to understand to what extent the campaign needs to get the word out about the Winter Warmth range. You would also like to know to what extent the campaign is to push sales of the new clothing range.

During the meeting, you must provide the Performance Marketing Manager with feedback and engage in discussion.

-359410110309STUDENT ASSESSMENT GUIDE

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CONTENTS

TOC o "1-3" h z u 1. INTRODUCTION PAGEREF _Toc74226009 h 32. TASK A KNOWLEDGE QUESTIONS PAGEREF _Toc74226012 h 53. TASK B PRODUCE AN ADVERTISING STRATEGY PAGEREF _Toc74226015 h 84. TASK C CREATE ADVERTISING CAMPAIGNS PAGEREF _Toc74226018 h 145. TASK D MEASURE ADVERTISING SUCCESS PAGEREF _Toc74226021 h 186. ASSESSMENT SUBMISSION PAGEREF _Toc74226024 h 207. APPENDIX PAGEREF _Toc74226027 h 21

1. INTRODUCTION1A. THE PURPOSE OF THIS ASSESSMENTThis assessment will develop your skills and knowledge required to develop and implement an advertising strategy for video or display.

COMPETENCIES BEING ASSESSED

This assessment has been aligned against the unit of competency DGMMED003 Build and conduct display and video advertising. This unit requires you to:

Produce an advertising strategy

Develop digital marketing content

Publish content

Review strategy performance

1B. WHAT YOU ARE REQUIRED TO DOThis assessment has four tasks. You must complete all tasks and questions.

STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT

Before attempting the assessment, ensure you complete the supplied learning content. This content will help you develop the skills and knowledge you need to complete your assessment.

STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS)

Task A is a series of short answer questions that will test your understanding and knowledge of display and video advertising.

STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS)

Over Tasks B, C and D, you will plan and implement an advertising strategy, then review its performance.

You may choose to base Tasks B, C and D on:

The provided case study, OR

Your own workplace

A NOTE ON USING YOUR OWN WORKPLACEIf you are using your own workplace, you must make sure you have access to relevant documentation and resources. This includes:

Access to a platform you can use to run display advertising, such as Google Ads or Adobe Advertising Cloud

Budget and other resources required to create, launch, and optimise a display advertising campaign

You will also be required to provide evidence of your work and other documentation as your progress through Tasks B-D.

If you wish to use your own workplace, you must discuss this with your trainer before starting Tasks B-D. Make sure you receive approval from your trainer to use your own workplace.

STEP 4. SUBMIT YOUR ASSESSMENT

Once you have completed Tasks A-D, check your assessment to ensure you have fully answered all questions. Then submit your assessment by the due date provided.

2. TASK A KNOWLEDGE QUESTIONS2A. INSTRUCTIONSAnswer the questions below to demonstrate your knowledge of content strategy.

When answering the questions, make sure you:

Answer all parts of each question

Use your own words and give examples wherever possible

Keep in mind the quality of your answer is more important than how long it is

Enter your answers in this document

Acknowledge and cite any sources used

2B. QUESTIONSQuestion A1

Explain the advantages and disadvantages of the following display and video advertising networks:

Google Ads

Facebook Audience Network

Adobe Advertising Cloud

Sizmek Ad Suite

(150-300 words)

Your answer:

Platform Advantages Disadvantages

Google Ads Facebook Audience Network Adobe Advertising Cloud Sizmek Ad Suite

Question A2

In your own words, explain the following terms related to display and video advertising:

Frequency

Memorability

Viewability

Ad blocking technologies

Ad placements

(150-300 words)

Your answer:

Term Explanation

Frequency Memorability Viewability Ad blocking technologies Ad placements Question A3

In your own words, explain the following campaign bidding approaches:

CPM

vCPMCPV

CPC

(100-200 words)

Your answer:

Term What it stands for Explanation of how this bidding approach is best used

CPM vCPMCPV CPC Question A4

Describe what Dynamic Creative Optimization (DCO) is. Then explain two or more advantages of using it in a display campaign.

(100-200 words)

Your answer:

Question A5

Explain the difference between the following targeting options for video campaigns:

Interests targeting

Placements targeting

Topics targeting

(100-200 words)

Your answer:

3. TASK B PRODUCE AN ADVERTISING STRATEGY3A. INSTRUCTIONSIn Task B, you will create a display or video advertising strategy for a brand.

For Tasks B, C, and D, you may either:

Use the provided case study, OR

Use your own workplace

IF YOU ARE USING THE CASE STUDY

Make sure you read the Case Study Information document provided before starting the questions below.

INTRODUCTION TO THE CASE STUDYYou are required to create a display advertising strategy for Gorgeously Simple, a fictional womens clothing brand.

You are to presume the role of being a Performance Marketing Manager at Fire Communications, a marketing agency based in Sydney. Your role includes developing strategic display and video advertising campaigns for Fire Communications clients.

One of your leading clients is Gorgeously Simple, a womens clothing brand. Gorgeously Simple believes in producing clothing simply; that is, by only using natural and sustainable materials, such as wool.

Gorgeously Simple would like to run a TrueView and Google Display advertising campaign to promote their new Winter Warmth range. You must prepare an advertising strategy for this campaign.

IF YOU ARE USING YOUR OWN WORKPLACE

If you are using your own workplace, you must make sure you have access to relevant documentation and resources.

DOCUMENTATION AND RESOURCESIf you choose to use your own workplace, you must have access to:

Access to a platform you can use to run display advertising, such as Google Ads or Adobe Advertising Cloud

Budget and other resources required to create, launch, and optimise a display advertising campaign

You will also be required to provide evidence of your work and relevant documentation as your progress through Tasks B-D.

GAIN APPROVAL FOR USING YOUR OWN WORKPLACEIf you wish to use your own workplace for the following questions, you must discuss this with your trainer. Make sure you receive approval from your trainer to use your own workplace before starting Tasks B-D.

3B. QUESTIONSQuestion B1

Identify if you will be using the case study or your own workplace for Tasks B-D.

If you are using your own workplace, also:

Provide a brief description of the company you work for (50-100 words)

Identify and describe the brand you will base your advertising strategy on (50-100 words)

A NOTE ON USING YOUR OWN WORKPLACEIf you are using your own workplace, you must have access to relevant resources and documentation. This includes access to:

A platform you can use to run display advertising, such as Google Ads or Adobe Advertising Cloud

Budget and other resources required to create, launch, and optimise a display advertising campaign

At least one stakeholder who can provide feedback on the goals and objectives of the display advertising campaign

Your answer:

Question B2

You now need to clarify your display or video advertising campaigns goals and objectives. Set up a meeting with at least one stakeholder.

IF YOU ARE USING THE CASE STUDY

You are to role play being the Performance Marketing Manager at Fire Communications. You are to meet with:

The Head of Performance Marketing at Fire Communications

The Marketing Manager at Gorgeously Simple

These positions can be role played by your trainer, friends, family members, other students in your unit or your work colleagues. To enable them to play these roles, you will need to provide them with the briefing instructions provided in appendix of the Case Study Information document.

IF YOU ARE USING YOUR OWN WORKPLACE

You must meet with someone who is in a good position to provide you with direction on the campaigns goals and objectives. For example, you may choose to meet with the Head of Performance Marketing, a Marketing Director, or another marketing professional in your team.

Use the meeting to:

Clarify the goals and objectives for the advertising campaign

YOUR MEETING WILL BE OBSERVEDYour trainer will assess your meeting against the observation checklist provided in the marking guide document. Your trainer will be looking for your ability to:

Clarify campaign goals and objectives

Engage stakeholders and seek their input

Use appropriate verbal and non-verbal communication

Lead the meeting

You may arrange a time for your trainer to observe your meeting in real-time either virtually or in person.

Alternatively, you may record your meeting and provide a link to it. For example, you may upload your recording to YouTube as an unlisted video or provide a link to a Google Drive folder. If you are sharing a link, ensure you test your link to make sure it is working correctly.

After your meeting, notes of what was discussed during your meeting, including the goals and objectives agreed to.

(75-150 words)

Your answer:

Question B3

Identify the platform that will be used to run the advertising campaign. Explain why this advertising platform is suitable.

(100-250 words)

Your answer:

Question B4

You now need to create marketing strategy for the advertising campaign. Ensure the marketing strategy includes:

At least two goals for the campaign

At least two objectives for the campaign

At least two Key Performance Indicators (KPIs). Ensure your KPIs are measurable and achievable

A description of the target audience

An outline of ad formats to be used

An explanation of targeting and remarketing strategies, including what frequency caps and placements will be used

An outline of the campaign's budget

A campaign scheduleAn action plan and timelines

Milestones for monitoring campaign performance and budget spend

MARKETING STRATEGY TEMPLATEYou may use the marketing strategy template provided in the appendix to create your strategy.

Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above.

You may:

Write your marketing strategy directly into the space below, or

Write your marketing strategy in another document and attach it below

(300-800 words)

Your answer:

Question B5

Explain how you have ensured the advertising campaign strategy meets legal and ethical requirements.

(150-300 words)

Your answer:

4. TASK C CREATE ADVERTISING CAMPAIGNS4A. INSTRUCTIONSTask C follows on from Task B. In this task, you are to create, implement and optimise the advertising campaign.

IF YOU ARE USING THE CASE STUDYThe Marketing Manager at Gorgeously Simple has seen your Winter Warmth marketing strategy and approved of it.

You are now tasked with creating, implementing and optimising the advertising campaign.

4B. QUESTIONSQuestion C1

You now need to prepare a creative brief for the images, videos, or other creative assets you will need for the advertising campaign.

Ensure the creative brief you produce includes:

Campaign background and objectives

Target audience

Key messages

Deliverables

Timeframes

IF YOU ARE USING THE CASE STUDYYou are to develop a creative brief for the videos needed in the Winter Warmth campaign.

IF YOU ARE USING YOUR OWN WORKPLACEThe creative brief must be aligned with the marketing strategy you produced in Task B.

CREATIVE BRIEF TEMPLATEYou may use the creative brief template provided in the appendix to create your brief.

Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above.

You may:

Write your creative brief directly into the space below, or

Write your creative brief in another document and attach it below

(250-500 words)

Your answer:

Question C2

Explain the bidding strategies you will use when implementing in the campaign.

NOTE: Ensure these strategies align with the objectives and available budget of the campaign.

(75-150 words)

Your answer:

Question C3

You now need to launch the advertising campaign.

IF YOU ARE USING THE CASE STUDYExplain how you will launch the Winter Warmth campaign, including:

Ensuring the ads are approved in time by the advertising platform

Implementing remarketing strategies

(150-300 words)

IF YOU ARE USING YOUR OWN WORKPLACEYou are to launch your advertising campaign. Take screenshots of both live ads and the set-up of the ads in the platform you are using to run the campaign, such as Google Ads.

Your answer:

Question C4

You now need to optimise the advertising campaign.

IF YOU ARE USING THE CASE STUDYExplain how you will regularly optimise bids, targeting, placement and creative content to improve campaign performance.

IF YOU ARE USING YOUR OWN WORKPLACEYou are to optimise your advertising campaign. Provide screenshots of at least two of the optimisations you perform. Also explain what optimisations you have performed on the bids, targeting, placement and creative content of the campaign.

(100-200 words)

Your answer:

5. TASK D MEASURE ADVERTISING SUCCESS5A. INSTRUCTIONSTask D follows on from Task C. In this task, you are to review and analyse the performance of an advertising campaign.

IF YOU ARE USING THE CASE STUDYIts now been 2 months since Gorgeously Simple ran their TrueView advertising campaign, Autumn Flavours.

You have been asked to review the performance of the campaign. Then report back on the campaigns effectiveness to Gorgeously Simples Senior Marketing Manager.

To assist you in doing so, a Marketing Coordinator has exported relevant data from Google Ads for you. This data is provided for you in the Case study information document.

IF YOU ARE USING YOUR OWN WORKPLACEYou must review the performance of the display or video advertising campaign you implemented in Task C over a period of at least two weeks.

You must also have access to:

Campaign goals and KPIs that you can use to assess the performance of the advertising campaign

Details of planned and actual expenses relating to the advertising campaign

5B. QUESTIONSQuestion D1

Prepare a report that evaluates the advertising campaign.

Ensure your report provides:

A brief summary of the campaign, including its goals, dates, targeting and use of ad formats

A comparison of Key Performance Indicators against the results achieved

An overview of the use of budget

Recommendations for future improvements

IF YOU ARE USING THE CASE STUDYYou are to evaluate Gorgeously Simples Autumn Flavours campaign. This report will be shared with Marketing Managers at Gorgeously Simple and needs to be written in a way that is appropriate for them.

CAMPAIGN PERFORMANCE REPORT TEMPLATEYou may use the campaign performance report template provided in the appendix to create your report.

Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above.

You may:

Write your performance report directly into the space below, or

Write your performance report in another document and attach it below

(300-800 words)

Your answer:

6. ASSESSMENT SUBMISSION6A. INSTRUCTIONSOnce you have completed Tasks A-D, you may submit your assessment. Ensure you do this by the provided due date.

Before submitting, use the checklist below to make sure you have completed all questions and provided all relevant evidence.

6B. CHECKLISTSTUDENT SELF-CHECKLIST

Instructions: Place a tick in the Yes (Y) column for each component you have completed.

Have you Related assessment question(s) Y

Answered all knowledge questions? Task A, Questions A1 A5 Answered all practical questions? Task B, Questions B1 B4 Task C, Questions C1 C4 Task D, Question D1 Attached your marketing strategy (if you created this as a separate document)? Task B, Question B5 Attached your creative brief (if you created this as a separate document)? Task C, Question C1 Attached your campaign performance report (if you created this as a separate document)? Task D, Question D1 Provided a working link to a recording of your meeting (if your trainer did not observe your meeting virtually or in person)? Task B, Question B2 7. APPENDIX7A. MARKETING STRATEGY TEMPLATEInstructions: Use the template to detail your marketing strategy:

Replace the parts highlighted in yellow with appropriate information for example, if you are creating an advertising strategy for Bunnings, you would replace name of brand with Bunnings

Further instructions on information to be included in various sections are provided below

MARKETING STRATEGY:

NAME OF BRAND

DATE

1. Introduction

Instructions: Briefly summarise the marketing strategy including what products it will promote and what platforms it will use.

2. Goals

Instructions: Describe two or more goals for the marketing strategy.

3. Key Performance Indicators (KPIs)

Instructions: Outline two or more Key Performance Indicators (KPIs) for the content strategy. Ensure the KPIs are SMART Specific, Measurable, Achievable, Relevant and Timebound.

4. Target audience

Instructions: Describe the characteristics of the strategys target audience. Ensure you describe their demographics, interests, and other defining characteristics.

5. Ad formats

Instructions: Explain the ad formats your campaign will use. If you are using the case study, ensure this includes the use of at least one TrueView ad format. Your strategy should also include the use of another different ad format.

6. Targeting and remarketing strategies

Instructions: Explain the approaches that will be used for targeting and remarketing.

7. Budget

Instructions: Detail the strategys budget, including costs for media spends across different ad types as well as costs for creative production.

8. Schedule

Instructions: Outline a schedule of when various ads will run.

9. Action plan

Instructions: Detail the actions required for the campaigns as well as their timings. Ensure you include milestones for monitoring campaign performance and budget spend. Answer using the table provided below, adding additional rows as needed.

Action Timeframe

7B. CREATIVE BRIEF TEMPLATEInstructions: Use the template to detail your creative brief:

Replace the parts highlighted in yellow with appropriate information for example, if you are creating a creative brief for Bunnings, you would replace name of brand with Bunnings

Further instructions on information to be included in various sections are provided below

CREATIVE BRIEF:

NAME OF BRAND

DATE

1. Background and objectives

Instructions: Describe the purpose of the content to be created and its objectives.

2. Target audience

Instructions: Describe characteristics of the target audience for the content.

3. Key messages

Instructions: Outline the key messages to be communicated.

4. Supporting information

Instructions: Describe information that supports the key messages.

5. Deliverables

Instructions: Detail the deliverables to be created.

6. Timeframes

Instructions: Outline deadlines and other timeframes for creating the content.

7C. CAMPAIGN PERFORMANCE REPORT TEMPLATEInstructions: Use the template to detail your performance report:

Replace the parts highlighted in yellow with appropriate information for example, if you are creating a performance report for Bunnings, you would replace name of brand with Bunnings

Further instructions on information to be included in various sections are provided below

CAMPAIGN PERFORMANCE REPORT:

NAME OF BRAND & CAMPAIGN

DATE

1. Campaign overview

Instructions: Provide a summary and introduction to the campaign. Ensure you describe the campaigns goals, dates, targeting and use of ad formats.

2. Results

Instructions: Analyse the performance of the campaign. Ensure you compare Key Performance Indicators against the results achieved. Also make sure you compare the allocated campaign budget against what was actually spent.

3. Recommendations

Instructions: Provide at least two recommendations for how future TrueView campaigns by Gorgeously Simple can be improved.

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