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