Assessor Resource

BSBMKG410
Test direct marketing activities

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to design, construct and implement a direct marketing test program, analyse its outcomes, and act on its findings to increase the likely success of direct marketing activities.

It applies to individuals who are required to design and test direct marketing activities for a product or service. They may work in small, medium or large enterprises in a variety of industries and typically undertake controlled experiments to test direct marketing activities before designing and implementing the activity. The results of such testing can be analysed to predict likely success of proposed direct marketing activities.

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. Determine appropriate testing methods

1.1 Establish rationale for conducting tests on direct marketing activities

1.2 Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components

1.3 Evaluate and select appropriate testing methods for media being used and media component being tested

2. Design and conduct test

2.1 Create a range of hypotheses to be tested

2.2 Formulate a number of possible scenarios expected at conclusion of test

2.3 Select minimum and maximum number of test cells

2.4 Define control cells and establish a method to identify all responses by cell of origin

2.5 Establish minimum significance variance

2.6 Apply test to selected offer components

3. Analyse and act on test results

3.1 Use statistical techniques to analyse results

3.2 Determine whether test results provide a null, positive or negative result in relation to each hypothesis

3.3 Determine appropriate testing actions for results obtained

3.4 Refine, modify or change direct response offer components in accordance with testing results until final offer is created

3.5 Document and visually present testing results in format specified by organisational policies and procedures

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. Determine appropriate testing methods

1.1 Establish rationale for conducting tests on direct marketing activities

1.2 Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components

1.3 Evaluate and select appropriate testing methods for media being used and media component being tested

2. Design and conduct test

2.1 Create a range of hypotheses to be tested

2.2 Formulate a number of possible scenarios expected at conclusion of test

2.3 Select minimum and maximum number of test cells

2.4 Define control cells and establish a method to identify all responses by cell of origin

2.5 Establish minimum significance variance

2.6 Apply test to selected offer components

3. Analyse and act on test results

3.1 Use statistical techniques to analyse results

3.2 Determine whether test results provide a null, positive or negative result in relation to each hypothesis

3.3 Determine appropriate testing actions for results obtained

3.4 Refine, modify or change direct response offer components in accordance with testing results until final offer is created

3.5 Document and visually present testing results in format specified by organisational policies and procedures

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
Establish rationale for conducting tests on direct marketing activities 
Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components 
Evaluate and select appropriate testing methods for media being used and media component being tested 
Create a range of hypotheses to be tested 
Formulate a number of possible scenarios expected at conclusion of test 
Select minimum and maximum number of test cells 
Define control cells and establish a method to identify all responses by cell of origin 
Establish minimum significance variance 
Apply test to selected offer components 
Use statistical techniques to analyse results 
Determine whether test results provide a null, positive or negative result in relation to each hypothesis 
Determine appropriate testing actions for results obtained 
Refine, modify or change direct response offer components in accordance with testing results until final offer is created 
Document and visually present testing results in format specified by organisational policies and procedures 

Forms

Assessment Cover Sheet

BSBMKG410 - Test direct marketing activities
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BSBMKG410 - Test direct marketing activities

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