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

Evidence of the rationale behind decisions to be included

Underpinning Knowledge*

* At this level the learner must demonstrate understanding of a broad knowledge base incorporating theoretical concepts, with substantial 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 anti-discrimination

Organisation's products and services

Organisation's budget

Types of media

Advertising and creative briefs

Media characteristics

Terms for describing media audiences

Data analysis and matching techniques

Legal and ethical requirements of advertising

Underpinning Skills

Literacy skills to interpret the characteristics of different media and match them to the requirements of the advertising brief

Evaluation skills for comparing and weighing advantages of one medium over another, and matching characteristics with media requirements

Communication skills for consulting over the media schedule

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

Context/s 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 3) - to define media requirements and organise the schedule and media plan

Communicating ideas and information (Level 2) - through the presentation of the media plan with its supporting information

Planning and organising activities (Level 2) - to prepare the media schedule

Working with teams and others (Level 2) - to finalise an acceptable schedule and media plan

Using mathematical ideas and techniques (Level 2) - for scheduling, budgeting, and comparing costs of different combinations of the number, size or length and placement of advertisements

Solving problems (Level 2) - to balance the requirements of each component of the advertising brief and select suitable media

Using technology (Level 1) - for analysis if necessary and compilation of the media plan

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

Evidence of the rationale behind decisions to be included

Underpinning Knowledge*

* At this level the learner must demonstrate understanding of a broad knowledge base incorporating theoretical concepts, with substantial 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 anti-discrimination

Organisation's products and services

Organisation's budget

Types of media

Advertising and creative briefs

Media characteristics

Terms for describing media audiences

Data analysis and matching techniques

Legal and ethical requirements of advertising

Underpinning Skills

Literacy skills to interpret the characteristics of different media and match them to the requirements of the advertising brief

Evaluation skills for comparing and weighing advantages of one medium over another, and matching characteristics with media requirements

Communication skills for consulting over the media schedule

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

Context/s 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 3) - to define media requirements and organise the schedule and media plan

Communicating ideas and information (Level 2) - through the presentation of the media plan with its supporting information

Planning and organising activities (Level 2) - to prepare the media schedule

Working with teams and others (Level 2) - to finalise an acceptable schedule and media plan

Using mathematical ideas and techniques (Level 2) - for scheduling, budgeting, and comparing costs of different combinations of the number, size or length and placement of advertisements

Solving problems (Level 2) - to balance the requirements of each component of the advertising brief and select suitable media

Using technology (Level 1) - for analysis if necessary and compilation of the media plan

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

Not applicable.

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

Target audience:

is defined by:

demographics

lifestyle

social and cultural factors

values or attitude factors

existing product usage

Consumer profile may include:

demographic information such as age, sex, marital status, number of children, nationality, education, occupation, income, etc

psychographic information such as activities, interests, opinions, values, attitudes, lifestyle

Advertising reach is:

defined as the total number of people who read one or more print issues included in a media schedule during a specified time period

or

the total number of people who heard or viewed one or more of the programs or included in a broadcast media schedule

Advertising frequency is:

defined as the average number of print media issues read (for those who have read at least one issue) in a print media schedule during a specified time period

or

the average number of programs or station time periods heard or viewed (for those who have heard or viewed at least one) in a broadcast media schedule

Product market factors may include:

level of involvement eg low involvement routine purchase decisions require high frequency advertising

product characteristics eg

products that are new, frequently purchased, convenience goods or undifferentiated require high frequency advertising

established products, infrequently purchased, or highly differentiated products require greater emphasis on reach

message characteristics eg unique, simple or ongoing campaign messages require less frequency while new campaigns, complex messages or 'me- too' advertising require greater frequency

competitive situation eg high frequency competitive advertising may require high frequency to be noticed

media environment eg with high consumer interest in the medium reach is emphasised; with high ad clutter frequency is emphasised

Creative requirements of the message may include:

words only

pictures or illustrations

sound

music

action

colour

intrusive medium

prestigious medium

local national or international medium

cluttered or uncluttered medium

electronic or physical form

fast production time

production costs

Merchandising requirements may include:

identification with a particular local community

association with a particular media vehicle eg advertising in Choice magazine to give the perception of safety and value

Legal and voluntary constraints may include:

legislation, including occupational health and safety legislation

regulations

codes of practice

ethical principles

policies and guidelines

society's expectations

cultural expectations and influences

social responsibilities eg protection of children, environmental issues

Media may include:

television

radio

cinema

the press

billboards

video

video games

videotext

cable and satellite television

Internet

sponsorship

direct mail

direct response

point-of-sale

sales literature

sales promotion

exhibitions and trade fairs

aerial advertising

A media vehicle for 'above the line' media is:

a particular publication or program in a class of media eg The Western Australian and the Melbourne Age are both media vehicles in the newspaper 'class'

Media vehicles for 'below the line' media are:

often not ready-made as they are in the case of 'above the line' media

eg

for direct mail the vehicle is constructed each time the medium is used and is defined by two elements - the delivery system and the distribution list

point-of-sale advertising uses a variety of media vehicles such as banners, product display racks, spruikers, permanent (lighted) signs

Timing may include:

continuous advertising throughout the year

seasonal advertising eg cough medicine, suntan lotion

pre-launch advertising

pre-sale advertising

Distribution of advertising may include:

evenly spread over the time schedule

in waves, with heavy advertising followed by light or no advertising

Effectiveness measures may include:

awareness measurements

recall measurements

readership measurements

physiological measurements

media audience measurements

opinion measurements

attitude measurements

inquiry measurements

split-run tests

theatre tests

split cable tests

sales measurements

market tests

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

Target audience:

is defined by:

demographics

lifestyle

social and cultural factors

values or attitude factors

existing product usage

Consumer profile may include:

demographic information such as age, sex, marital status, number of children, nationality, education, occupation, income, etc

psychographic information such as activities, interests, opinions, values, attitudes, lifestyle

Advertising reach is:

defined as the total number of people who read one or more print issues included in a media schedule during a specified time period

or

the total number of people who heard or viewed one or more of the programs or included in a broadcast media schedule

Advertising frequency is:

defined as the average number of print media issues read (for those who have read at least one issue) in a print media schedule during a specified time period

or

the average number of programs or station time periods heard or viewed (for those who have heard or viewed at least one) in a broadcast media schedule

Product market factors may include:

level of involvement eg low involvement routine purchase decisions require high frequency advertising

product characteristics eg

products that are new, frequently purchased, convenience goods or undifferentiated require high frequency advertising

established products, infrequently purchased, or highly differentiated products require greater emphasis on reach

message characteristics eg unique, simple or ongoing campaign messages require less frequency while new campaigns, complex messages or 'me- too' advertising require greater frequency

competitive situation eg high frequency competitive advertising may require high frequency to be noticed

media environment eg with high consumer interest in the medium reach is emphasised; with high ad clutter frequency is emphasised

Creative requirements of the message may include:

words only

pictures or illustrations

sound

music

action

colour

intrusive medium

prestigious medium

local national or international medium

cluttered or uncluttered medium

electronic or physical form

fast production time

production costs

Merchandising requirements may include:

identification with a particular local community

association with a particular media vehicle eg advertising in Choice magazine to give the perception of safety and value

Legal and voluntary constraints may include:

legislation, including occupational health and safety legislation

regulations

codes of practice

ethical principles

policies and guidelines

society's expectations

cultural expectations and influences

social responsibilities eg protection of children, environmental issues

Media may include:

television

radio

cinema

the press

billboards

video

video games

videotext

cable and satellite television

Internet

sponsorship

direct mail

direct response

point-of-sale

sales literature

sales promotion

exhibitions and trade fairs

aerial advertising

A media vehicle for 'above the line' media is:

a particular publication or program in a class of media eg The Western Australian and the Melbourne Age are both media vehicles in the newspaper 'class'

Media vehicles for 'below the line' media are:

often not ready-made as they are in the case of 'above the line' media

eg

for direct mail the vehicle is constructed each time the medium is used and is defined by two elements - the delivery system and the distribution list

point-of-sale advertising uses a variety of media vehicles such as banners, product display racks, spruikers, permanent (lighted) signs

Timing may include:

continuous advertising throughout the year

seasonal advertising eg cough medicine, suntan lotion

pre-launch advertising

pre-sale advertising

Distribution of advertising may include:

evenly spread over the time schedule

in waves, with heavy advertising followed by light or no advertising

Effectiveness measures may include:

awareness measurements

recall measurements

readership measurements

physiological measurements

media audience measurements

opinion measurements

attitude measurements

inquiry measurements

split-run tests

theatre tests

split cable tests

sales measurements

market tests