- BSBADV605B - Evaluate campaign effectiveness
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners
BSBADV605B Mapping and Delivery Guide
Evaluate campaign effectiveness
Version 1.0
Issue Date: April 2024
| 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. |
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| 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 | |
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| Elements of Competency | Performance Criteria | |||||||
| Element: Develop a campaign evaluation strategy |
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| Element: Implement campaign evaluation strategy |
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| Element: Utilise advertising effectiveness data |
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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.
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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 |
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| 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
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Assessment Record Sheet
BSBADV605B - Evaluate campaign effectiveness
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