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Elements and Performance Criteria

  1. Develop a campaign evaluation strategy
  2. Implement campaign evaluation strategy
  3. Utilise advertising effectiveness data

Required Skills

Required skills

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

Required knowledge

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

antidiscrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act

specifications in advertising creative and media briefs

Evidence Required

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 onthejob 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

BSBADVB Develop an advertising campaign

BSBADV602B Develop an advertising campaign

BSBADVB Execute an advertising campaign

BSBADV604B Execute an advertising campaign.

Range Statement

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:

affective tests

awareness studies

cognitive tests

conative tests

consumer juries

consumer take-away

controlled store testing

headline testing

inquiry measurement

physiological tests


readership tests

recall tests

related recall

retail audit

sales analysis

simulated test market (STM)

split cable testing

split scan system

split-run tests

theatre tests

tracking study

Elements of the advertising campaign may include:

campaign launch

creative materials

expenditure against budget

finished advertisement

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

ethical principles


policies and guidelines


social responsibilities such as protection of children, environmental issues

societal expectations

standards relating to:


comparative advertising

culturally diverse groups

linguistically diverse groups

subliminal advertising

the use of sex in advertising

truth in advertising