- BSBADV605B - Evaluate campaign effectiveness
Evaluate campaign effectiveness
Issue Date: January 2019
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 develop and implement a campaign evaluation strategy to determine whether advertising objectives have been attained.
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)
This unit contains employability skills.
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 and implementation of a campaign evaluation strategy for at least one advertising campaign
analysis of evaluation data to make recommendations for improvement on future campaigns.
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 advertising, creative and media briefs, and media plans.
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 campaign evaluation activities
demonstration of evaluation techniques for 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 of campaign performance
oral or written questioning to assess knowledge of techniques for evaluating advertising effectiveness and managing campaign contingencies
review of problems defined to be addressed in the next planning phase.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV602B Develop an advertising campaign
BSBADV604B Execute an advertising campaign.
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)
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.
communication skills to question, clarify and report
literacy skills to interpret evaluation requirements, legal and ethical requirements
numeracy skills to analyse numerical and other data, and to draw conclusions
research and evaluation skills to determine effectiveness of advertising campaigns
technology skills to use a range of office equipment and software.
organisational budget planning process
techniques for evaluating advertising effectiveness and managing campaign contingencies
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:
consumer protection laws
fair trading laws
Trades Practices Act
specifications in advertising, creative and media briefs.
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.
Measurements may include:
controlled store testing
simulated test market (STM)
split cable testing
split scan system
Elements of the advertising campaign may include:
expenditure against budget
purchase of advertising media
Legal and ethical standards 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
policies and guidelines
social responsibilities such as protection of children, environmental issues
standards relating to:
culturally diverse groups
linguistically diverse groups
the use of sex in advertising
truth in advertising
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.
|Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice||Yes||No||Comments/feedback|
|Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified|
|Establish a strategy which contains specific performance standards for each element of the advertising campaign as well as the overall outcome|
|Ensure the strategy includes the evaluation of the legal and ethical standards acceptable for the advertisement/s|
|Include processes in the strategy for correcting advertisement/s that do not meet legal and ethical standards|
|Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget|
|Evaluate the media program to determine performance against the media plan objectives|
|Evaluate the creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement|
|Evaluate the interactive effect of all the elements in the advertising campaign to determine the overall effectiveness of the advertising campaign|
|Use the results of evaluations of advertising effectiveness in the 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 the next planning phase|
Assessment Cover Sheet
BSBADV605B - Evaluate campaign effectiveness
Assessment task 1: [title]
I declare that the assessment tasks submitted for this unit are my own work.
Result: Competent Not yet competent
Feedback to student
Assessment Record Sheet
BSBADV605B - Evaluate campaign effectiveness
Assessment task 1: [title] Result: Competent Not yet competent
(add lines for each task)
Feedback to student:
Overall assessment result: Competent Not yet competent