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Elements and Performance Criteria

1. Develop a campaign evaluation strategy
   • The evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
   • The strategy establishes specific performance standards for each element of the advertising campaign as well as the overall outcome
   • The strategy includes standards for the evaluation of the legal and ethical acceptability of the advertisement/s
   • The strategy includes processes for correcting advertisements which do not meet legal and ethical standards
2. Implement campaign evaluation strategy
   • Expenditure data is evaluated to determine effectiveness in relation to budget
   • The media program is evaluated to determine performance against the objectives of the media plan
   • The creative strategy is evaluated in terms of copy content, creative execution and effectiveness of the finished advertisement
   • The interactive effect of all the elements in the advertising campaign is evaluated to determine the overall effectiveness of the advertising campaign
3. Utilise advertising effectiveness data
   • The results of evaluations of advertising effectiveness are used in the analysis and planning phase for subsequent advertising
   • Expenditure information is used to improve the budget planning process
   • Feedback on the advertisement itself is used to provide ideas for future advertisements and to improve advertising copy
   • Media performance information is used to determine whether alternative media approaches would yield better results
   • Differences between planned and actual accomplishments are used to define problems to be addressed in the next planning phase

Required Skills

Not applicable

Evidence Required

The Evidence Guide identifies the critical aspects knowledge and skills to be demonstrated to confirm competency for this unit This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Campaign effectiveness to be evaluated during and after a campaign

Underpinning Knowledge

At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas

Relevant legislation from all levels of government that affects business operation especially in regard to Occupational Health and Safety and environmental issues equal opportunity industrial relations and antidiscrimination

Organisations budget planning process

Techniques for evaluating advertising effectiveness

Advertising objectives

Legal and ethical requirements

Advertising creative and media briefs

Media options

Corrective action

Underpinning Skills

Literacy skills to interpret evaluation requirements legal and ethical requirements

Communication including questioning clarifying and reporting

Numeracy skills for analysing numerical and other data and drawing conclusions

Evaluation skills

Ability to relate to people from a range of social cultural and ethnic backgrounds and physical and mental abilities

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Contexts of Assessment

Competency is demonstrated by performance of all stated criteria including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level Refer to the Key Competency Levels at the end of this unit

Key Competency Levels

Collecting analysing and organising information Level to determine the effectiveness of advertising campaigns

Communicating ideas and information Level to report on ways to utilise evaluation findings

Planning and organising activities Level to implement evaluation processes

Working with teams and others Level to gather effectiveness information

Using mathematical ideas and techniques Level to analyse evaluation data

Solving problems Level to improve advertising planning

Using technology Level to compare data if necessary and interpret results

Please refer to the Assessment Guidelines for advice on how to use the Key Competencies

The Evidence Guide identifies the critical aspects knowledge and skills to be demonstrated to confirm competency for this unit This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Campaign effectiveness to be evaluated during and after a campaign

Underpinning Knowledge

At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas

Relevant legislation from all levels of government that affects business operation especially in regard to Occupational Health and Safety and environmental issues equal opportunity industrial relations and antidiscrimination

Organisations budget planning process

Techniques for evaluating advertising effectiveness

Advertising objectives

Legal and ethical requirements

Advertising creative and media briefs

Media options

Corrective action

Underpinning Skills

Literacy skills to interpret evaluation requirements legal and ethical requirements

Communication including questioning clarifying and reporting

Numeracy skills for analysing numerical and other data and drawing conclusions

Evaluation skills

Ability to relate to people from a range of social cultural and ethnic backgrounds and physical and mental abilities

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Contexts of Assessment

Competency is demonstrated by performance of all stated criteria including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level Refer to the Key Competency Levels at the end of this unit

Key Competency Levels

Collecting analysing and organising information Level to determine the effectiveness of advertising campaigns

Communicating ideas and information Level to report on ways to utilise evaluation findings

Planning and organising activities Level to implement evaluation processes

Working with teams and others Level to gather effectiveness information

Using mathematical ideas and techniques Level to analyse evaluation data

Solving problems Level to improve advertising planning

Using technology Level to compare data if necessary and interpret results

Please refer to the Assessment Guidelines for advice on how to use the Key Competencies

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Range Statement

The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Elements of the advertising campaign may include:

research

creative materials

finished advertisement

purchase of advertising media

campaign launch

expenditure against budget

Effectiveness measures may include:

cognitive tests

physiological tests

readership tests

recall tests

related recall

awareness studies

ratings

tracking study

affective tests

consumer juries

headline testing

conative tests

inquiry measurement

split-run tests

theatre tests

split cable testing

split scan system

sales analysis

consumer take-away

retail audit

controlled store testing

simulated test market (STM)

Legal and ethical standards may include:

legislation

government regulations

policies

non-government agency regulations

industry self-regulation standards

codes of practice

privacy standards

safety standards

standards relating to truth in advertising

'good taste' standards

standards relating to the use of sex in advertising

standards relating to women, children, and culturally and linguistically diverse groups

standards relating to subliminal advertising

standards relating to comparative advertising

The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Elements of the advertising campaign may include:

research

creative materials

finished advertisement

purchase of advertising media

campaign launch

expenditure against budget

Effectiveness measures may include:

cognitive tests

physiological tests

readership tests

recall tests

related recall

awareness studies

ratings

tracking study

affective tests

consumer juries

headline testing

conative tests

inquiry measurement

split-run tests

theatre tests

split cable testing

split scan system

sales analysis

consumer take-away

retail audit

controlled store testing

simulated test market (STM)

Legal and ethical standards may include:

legislation

government regulations

policies

non-government agency regulations

industry self-regulation standards

codes of practice

privacy standards

safety standards

standards relating to truth in advertising

'good taste' standards

standards relating to the use of sex in advertising

standards relating to women, children, and culturally and linguistically diverse groups

standards relating to subliminal advertising

standards relating to comparative advertising

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