Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBADV605B Mapping and Delivery Guide
Evaluate campaign effectiveness

Version 1.0
Issue Date: November 2018


Qualification -
Unit of Competency BSBADV605B - Evaluate campaign effectiveness
Description This unit describes the performance outcomes, skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been attained.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field Business Development - Advertising
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities
Slides
PPT
Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Develop a campaign evaluation strategy
  • Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
  • Establish a strategy which contains specific performance standards for each element of the advertising campaign as well as the overall outcome
  • Ensure the strategy includes the evaluation of the legal and ethical standards acceptable for the advertisement/s
  • Include processes in the strategy for correcting advertisement/s that do not meet legal and ethical standards
       
Element: Implement campaign evaluation strategy
  • Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget
  • Evaluate the media program to determine performance against the media plan objectives
  • Evaluate the creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement
  • Evaluate the interactive effect of all the elements in the advertising campaign to determine the overall effectiveness of the advertising campaign
       
Element: Utilise advertising effectiveness data
  • Use the results of evaluations of advertising effectiveness in the analysis and planning phase for subsequent advertising
  • Use expenditure information to improve the budget planning process
  • Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy
  • Use media performance information to determine whether alternative media approaches would yield better results
  • Use differences between planned and actual accomplishments to define problems to be addressed in the next planning phase
       


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.

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 on-the-job 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:

BSBADV602B Develop an advertising campaign

BSBADV604B Execute an advertising campaign.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, 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.

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:

anti-discrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act

specifications in advertising, creative and media briefs.

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

ratings

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

research

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

legislation

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

standards relating to:

children

comparative advertising

culturally diverse groups

linguistically diverse groups

subliminal advertising

the use of sex in advertising

truth in advertising

women

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
Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified 
Establish a strategy which contains specific performance standards for each element of the advertising campaign as well as the overall outcome 
Ensure the strategy includes the evaluation of the legal and ethical standards acceptable for the advertisement/s 
Include processes in the strategy for correcting advertisement/s that do not meet legal and ethical standards 
Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget 
Evaluate the media program to determine performance against the media plan objectives 
Evaluate the creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement 
Evaluate the interactive effect of all the elements in the advertising campaign to determine the overall effectiveness of the advertising campaign 
Use the results of evaluations of advertising effectiveness in the analysis and planning phase for subsequent advertising 
Use expenditure information to improve the budget planning process 
Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy 
Use media performance information to determine whether alternative media approaches would yield better results 
Use differences between planned and actual accomplishments to define problems to be addressed in the next planning phase 

Forms

Assessment Cover Sheet

BSBADV605B - Evaluate campaign effectiveness
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:


Assessment Record Sheet

BSBADV605B - Evaluate campaign effectiveness

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: