Application
This unit describes the skills and knowledge required to plan, pilot and refine an advertising campaign to ensure marketing communication objectives are met.
It applies to individuals in an entry-level position in media planning, media buying, account management or advertising within an advertising team or media organisation.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1 Plan pre-campaign testing | 1.1 Apply valid and reliable measurement tools for testing aspects of the advertisement 1.2 Document expected outcomes and targets 1.3 Select test group and timing of pilot advertisement in accordance with advertising brief 1.4 Negotiate media placement in accordance with budgetary and scheduling requirements |
2 Pilot advertisement | 2.1 Test advertisement in accordance with time and financial requirements of advertising brief and budgetary requirements 2.2 Conduct data collection in accordance with requirements of evaluation tool/s and advertising brief |
3 Utilise pre-campaign test results | 3.1 Analyse test results for impact on advertising campaign 3.2 Make changes to advertisement or media schedule, in response to pre 3.3 Provide options for changes to advertisements and present to advertiser, if required 3.4 Amend advertisements, where necessary, so they meet legal and ethical requirements |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.3, 2.1, 2.2, 3.1, 3.2, 3.4 | Analyses and compares industry specific and complex text to determine and distinguish advertising requirements |
Writing | 1.2, 3.2-3.4 | Prepares specific information which conveys an understanding of outcomes and alternatives using terminology and format appropriate to audience and context Edits texts and incorporates required amendments |
Oral Communication | 1.4, 3.3 | Participates in verbal exchanges of ideas, and elicits views and opinions of others by listening and questioning |
Numeracy | 1.2-1.4, 2.1, 3.2-3.4 | Interprets numerical information and applies basic mathematical calculations to timing and budgetary information |
Navigate the world of work | 1.4, 3.4 | Takes personal responsibility for adherence to organisational practice, and legal and ethical standards within own work context |
Interact with others | 3.3 | Uses a range of strategies to establish a connection with others to establish understanding of needs, and where necessary refer to appropriate areas for further assistance |
Get the work done | 1.1, 1.3, 1.4, 2.1, 2.2 3.2-3.4 | Plans, sequences and prioritises routine and some non-routine tasks within own workload for efficiency and effective outcomes Uses analytical tools and processes to conduct tests and evaluate results to inform decisions and actions and meet client requirements Understands purposes, specific functions and key features of common digital systems and tools and operates them effectively to collect, analyse and present data |
Sectors
Business Development – Advertising