Unit 15: Buying Channel or Platform Space or Time

Unit code: L/504/3095
QCF level: 4
Credit value: 3
Guided learning hours: 15

Unit aim

The aim of this unit is to give learners the skills and knowledge that will be useful whether entering employment in the creative and media sector, or progressing to higher education. In addition, the unit aims to develop learners’ of the basic administration that must be carried out as part of the buying process.

Competency unit assessment guidance

This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.

Unit introduction

Theorising about which channels or platforms to use to support a marketing communications strategy can be undertaken, but at some point a decision will need to be made and money will need to be committed to the project: someone will need to buy the media that has been selected and planned for. This is not a simple process: each channel and platform will have its own price list for what it offers to advertisers, and these prices will vary according to a wide range of criteria.

The aim of the media owner will be to get the highest price for its product; the aim of the media buyer will be to maximise the value of the budget they have to spend, to the benefit of the client. In this unit, learners will start to understand the requirements for purchasing channel or platform space or time, together with the key features that need to be considered during this process.

Building on their understanding, learners will move on to negotiating the best deal from a media owner. In conclusion, learners will be introduced to good practice in the administration of media buying, so that they can confirm details with suppliers, monitor progress and report outcomes to interested parties.

Learning outcomes and assessment criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.

On completion of this unit a learner should:

Learning outcomes	Assessment criteria
1    Understand the requirements for purchasing channel or platform space or time	1.1  Interpret the requirements of a channel or platform plan
2    Understand the key features for consideration when buying channel or platform space or time	2.1    Review the trading practices of the suppliers of the identified channels or platforms 2.2    Identify negotiation strategies to obtain better value 2.3    Explain the importance of negotiating exclusive deals with suppliers 2.4    Summarise any regulatory, ethical and code of practice requirements impacting on advertising practice in the sector
3    Be able to negotiate channel or platform space or time	3.1    Establish availability of required channel or platform space or time, identifying suitable alternatives if necessary 3.2    Negotiate and agree terms and conditions for the supply of channel or platform space or time
4    Be able to confirm details of channel or platform purchases	4.1    Prepare an accurate schedule confirming details of channel or platform space and time booked 4.2    Confirm bookings with suppliers 4.3    Inform appropriate people of bookings and of any added value secured