Assessor Resource

BSBADV605
Evaluate campaign effectiveness

Assessment tool

Version 1.0
Issue Date: April 2024


This unit describes the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.

It applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

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

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


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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1 Develop a campaign evaluation strategy

1.1 Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements

1.2 Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome

1.3 Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s

1.4 Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards

2 Implement campaign evaluation strategy

2.1 Evaluate expenditure data to determine effectiveness of campaign in relation to the budget

2.2 Evaluate media program to determine performance against media plan objectives

2.3 Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement

2.4 Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign

3 Utilise advertising effectiveness data

3.1 Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising

3.2 Use expenditure information to improve the budget planning process

3.3 Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy

3.4 Use media performance information to determine whether alternative media approaches would yield better results

3.5 Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1 Develop a campaign evaluation strategy

1.1 Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements

1.2 Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome

1.3 Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s

1.4 Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards

2 Implement campaign evaluation strategy

2.1 Evaluate expenditure data to determine effectiveness of campaign in relation to the budget

2.2 Evaluate media program to determine performance against media plan objectives

2.3 Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement

2.4 Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign

3 Utilise advertising effectiveness data

3.1 Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising

3.2 Use expenditure information to improve the budget planning process

3.3 Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy

3.4 Use media performance information to determine whether alternative media approaches would yield better results

3.5 Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase

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
Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements 
Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome 
Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s 
Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards 
Evaluate expenditure data to determine effectiveness of campaign in relation to the budget 
Evaluate media program to determine performance against media plan objectives 
Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement 
Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign 
Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising 
Use expenditure information to improve the budget planning process 
Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy 
Use media performance information to determine whether alternative media approaches would yield better results 
Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase 

Forms

Assessment Cover Sheet

BSBADV605 - Evaluate campaign effectiveness
Assessment task 1: [title]

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBADV605 - Evaluate campaign effectiveness

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

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Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

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