Serena Keogh pitched print-based advertisement ideas for a music festival or tour to her publisher client. She provided an overview of the proposal, pre-production materials, target audience, and meanings behind the title. She also detailed the budget breakdown, production plan, and how she would market the product. Her teacher, who witnessed the presentation, noted that Serena presented a fluent pitch covering the required information and provided high quality, appealing advertisements. The teacher indicated that Serena's pre-production material was detailed and showed effort.

1. Witness Statement St. Andrew’s Catholic School - 64135
This form is to be used to testify or corroborate what has actually been observed.
Witnesses are people who can comment on work/performance/activities and can be:
• A tutor/assessor
A witness statement is used to support assessment. It should not be used to evidence achievement
of a whole unit.
Qualification
title:
OCR Level 3 – Cambridge Technical Introductory Diploma in Media - 05389
Unit title: Unit 15: Print Based Advertising
Assessment criteria
covered by the
activity:
Unit 15 – LO4 – Be able to present print-based advertisement ideas to a client
for feedback
(P4)
Client = Publisher
Candidate name: Serena Keogh Candidate number: 1156
Date, time and
venue of the activity
being carried out:
Date: 10/01/2017
Full description of
the activities being
carried out by the
candidate:
• The candidate is to pitch their print based media ideas for either a
festival or a music tour.
• They will provide an overview of a Proposal, pre-production
materials, target audience, the target audience and meanings behind
the title.
• The Budget Breakdown, Production Plan, Budget Breakdown and HOW
they are going to market the product.
• Time limit: 10 minutes
Date: 14/06/16
Witness name:
Teacher
Miss J. Oliver Witness signature:
Teacher
Miss Oliver
Job title: Media Studies Teacher Relationship to the
candidate
Teacher
Contact details:
Email/School number
ncrafts@st-andrews.surrey.sch.uk
joliver@st-andrews.surrey.sch.uk

2. Tasks Done ✓ Tasks Done ✓
Has the student discussed the
Proposal for the print based media
product? Aims and Objectives;
Target Audience; Campaign
Message; Style or approach;
Content.
Verbal Introduction?
✓ Advertisement that is of high technical
standard produced and appealing.
✓
Production Plans – Are these
covered in detail?
✓ Legal and Ethical issues – copyright,
intellectual property rights,
slander/libel, royalties, offensive
language, public interest
✓
Budget Summary – Budget of the
campaign, equipment and staff
needed, print and design cost,
magazine advertising rates – how
much will it cost you to advertise in
magazines.
✓ Opportunity for feedback - Have they
provided something to give feedback
on?
Yes Survey Monkey
✓
Target Audience
Maslow; Katz; Hartley; Socio-
economics; Psychographics;
spending power
✓ Campaign Message linked with
Advertisements
✓
Pre-Production Materials – Drafts,
Flat Plans, Font Styles, Plan for
images, House style/colour scheme
✓
Plan for the advertisements –
Production schedule, - outline
launch dates Launch Dates, Recces,
Location, Risk assessments
✓
WWW

3. • Serena presented a fluent pitch covering a lot of information and advertisements that are
appealing and of high technical standard.
• Serena’s pre-production material is very precise and detailed and it is clear to see she has
put a lot of time and effort into her advertisments.
• Detailed Proposals stating exactly what he wants to produce in Unit 15 – title, content,
format, target audience, spending power – all covered.
•
EBI
• Advert to go inside a magazine could have more detail and the poster could have less
artists so Serena just needs to take some of the writing off as pass along audiences will
find it to much to read.
Teacher Comment:
A very detailed and confidently communicated pitch that has covered the expected areas (see
above) in a sufficient amount of detail.
All pre-production and sample materials are fit for purpose as well and are creative in many areas
in relation to their print based advertisement.
Signed: Miss J Oliver Date: 10/01/2016