Assessor Resource

BSBADV511A
Evaluate and recommend advertising media options

Assessment tool

Version 1.0
Issue Date: May 2024


This unit applies to individuals in a media assistant role within an advertising team or media organisation. Individuals undertaking this unit are responsible for comparing the advantages and disadvantages of various advertising and promotional media to determine and make recommendations on the most appropriate combination to deliver marketing communications objectives.

This unit applies to individuals in a media assistant role within an advertising team or media organisation. Individuals undertaking this unit are responsible for comparing the advantages and disadvantages of various advertising and promotional media to determine and make recommendations on the most appropriate combination to deliver marketing communications objectives.

This unit describes the performance outcomes, skills and knowledge required to identify and evaluate the range of advertising and promotional media to recommend single and multiple media strategies.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

This unit describes the performance outcomes, skills and knowledge required to identify and evaluate the range of advertising and promotional media to recommend single and multiple media strategies.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Employability Skills

This unit contains employability skills.

This unit contains employability skills.



Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

selection of primary and supplementary media to implement single and multiple media strategies for a product/service in an advertising campaign which are consistent with the brand personality and meet the advertiser's requirements for at least one advertisement.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to an advertising brief

access to office equipment and resources.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

analysis of responses to case studies and scenarios

assessment of written reports or proposals on media evaluation and selection activities

review of how advertising space and time were obtained

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

oral or written questioning to assess knowledge of economic, social and industry trends relevant to the choice of appropriate media options

review of criteria developed for multiple media combination selection.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other advertising units.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

literacy skills sufficient to read and interpret advertising briefs and to write reports with complex concepts and ideas

organisational and time management skills to sequence tasks and to meet timelines

research and data collection skills to evaluate the suitability of media to the product/service, brand and advertising objectives.

Required knowledge

economic, social and industry trends relevant to the choice of appropriate media options

industry products/services - to recommend appropriate media options

identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:

anti-discrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Advertising media options may include:

aerial advertising

billboards and posters

cable and satellite television

cinema

digital video discs

direct mail

direct response

email marketing

free-to-air television

internet

magazines

newspapers

outdoor

personal selling

podcasting

point-of-sale

radio

sponsorship

telemarketing

transit media

video

video games

videotext

Media characteristics may include:

level of audience involvement

level of audience receptiveness

motion effects

proximity to purchase

sound effects

visual effects

whether the target audience responds actively

whether the target audience responds passively

Primary advertising media may include:

magazines

newspapers

radio

television

Supplementary advertising media may include:

outdoor

point-of-sale

transit media such as:

bus sides

taxi backs

Advantages of selecting multiple media may include:

increasing the frequency of the advertising message

increasing the reach of the advertising message

Disadvantages of selecting multiple media may include:

duplication of impact

duplication of resources

fail to increase frequency

fail to increase reach

may increase the cost of advertising

Criteria for multiple media combination may include:

whether frequency will be increased

whether reach will be increased

cost

avoidance of 'zipping and zapping'

Legal and ethical constraints may include:

codes of practice such as those issued by:

Advertising Federation of Australia

Australian Communications and Media Authority

Australian Competition and Consumer Commission

Australian Performing Right Association

Commercial Radio Australia

Free TV Australia

cultural expectations and influences

ethical principles

legislation, including occupational health and safety legislation

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Critically analyse the advantages and disadvantages of each marketing communications media variable and advertising media options for a product or service 
Determine media characteristics that match the requirements of the advertising brief for the product or service 
Analyse media consumption habits for primary and supplementary advertising media among target audiences 
Select advertising media options that match the requirements of the advertising brief for the product or service 
Evaluate media styles as they relate to brand character of product/service being advertised 
Compare the advantages and disadvantages of selecting multiple media in a media plan 
Develop and apply criteria for multiple media combination selection 
Recommend a primary advertising media which meets target audience preferences 
Select and recommend supplementary media to complement the primary medium 
Ensure recommended media meet the advertising brief and advertiser's requirements and legal and ethical constraints 

Forms

Assessment Cover Sheet

BSBADV511A - Evaluate and recommend advertising media options
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

BSBADV511A - Evaluate and recommend advertising media options

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

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