- BSBADV602B - Develop an advertising campaign
Assessor Resource
BSBADV602B
Develop an advertising campaign
Assessment tool
Version 1.0
Issue Date: April 2024
This unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.
This unit describes the performance outcomes, skills and knowledge required to determine key objectives and to develop an advertising campaign to optimise product or service market performance in response to an advertising brief.
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.
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: development of at least one advertising campaign which meets the advertiser's purpose and objectives as specified in the advertising brief and contains: specified timelines for task completion resource requirements budgetary allocations. |
Context of and specific resources for assessment | Assessment must ensure: access to an actual workplace or simulated environment access to office equipment and resources access to an advertising brief. |
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 reports detailing advertising campaign activities and project plans demonstration of project management techniques to develop an advertising campaign direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate observation of presentations and execution of campaign plans oral or written questioning to assess knowledge of principles and purposes of advertising, consumer behaviour and influences on buyer behaviour review of advertising budget and advertising schedule. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBADV604B Execute an advertising campaign BSBADV605B Evaluate campaign effectiveness. |
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.
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Required skills |
communication skills to question, clarify and report when creating an advertising campaign literacy skills to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures numeracy skills to develop budgets and schedules organisational and time management skills to plan projects, meet deadlines and allocate tasks technology skills to use a wide range of office equipment and software to develop an advertising campaign. |
Required knowledge |
principles of effective advertising for different markets contents of advertising briefs industry, services, products and organisation legal and ethical requirements pertaining to the advertising industry organisational products or services principles and purposes of advertising, consumer behaviour and influences on buyer behaviour 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 requirements for advertising timelines, budget, central idea, resources as specified in the advertising brief. |
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. | |
Objectives for the advertising campaign may include: | changing attitudes increasing awareness of a product, service, brand or idea increasing knowledge about a product or service increasing response to a product or service from a particular demographic group reinforce positive disposition to a brand |
Factors which may affect consumer responses may include: | affluency age culture disability gender lifestyle marital status values |
Legal and ethical requirements 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 policies and guidelines regulations social responsibilities such as protection of children, environmental issues societal expectations |
Research resource requirements may include: | attitude surveys desktop research experiments or market testing on a segment of the market group interviews indirect research such as depth or focus group interviews, projective questioning, association tests interviews (face-to-face and telephone) observation panel research questionnaires quota sampling retail audits (to determine brand share) sampling specialised research such as 'mystery shoppers' surveys |
Media options may include: | aerial advertising billboards cable and satellite television cinema direct mail direct response exhibitions and trade fairs podcast point-of-sale radio sales literature sales promotion sponsorship television the press video video games videotext |
Creative and production services may include: | artist/illustrator camera person copywriter director film maker graphic designer lighting technician musicians performers photographer presenter printer producer sound technician special effects practitioner stunt people voice over |
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 |
|---|---|---|---|
| Clarify the advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign | |||
| State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish | |||
| Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors | |||
| Ensure campaign objectives take into consideration factors which may affect consumer responses | |||
| Ensure campaign objectives meet legal and ethical requirements | |||
| Assess and specify research resource requirements for the advertising campaign | |||
| Assess and specify resource requirements for a range of media options, creative and production services | |||
| Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives | |||
| Ensure the overall budget meets the requirements of the advertising brief | |||
| Confirm the campaign length and timing from the advertising brief | |||
| Identify service providers with the required expertise and negotiate their costs and availability | |||
| Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements | |||
| Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives | |||
| Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule |
Forms
Assessment Cover Sheet
BSBADV602B - Develop an advertising campaign
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Assessment Record Sheet
BSBADV602B - Develop an advertising campaign
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