BSBADV402B
Conduct pre campaign testing

This unit describes the performance outcomes, skills and knowledge required to pilot an advertising campaign and to make adjustments that will maximise the effectiveness of the campaign.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

Application

This unit applies to individuals in an entry level position in media planning, media buying, account management or advertising roles within an advertising team or media organisation. Individuals undertaking this unit conduct testing of advertising communications and based on the test results refine advertisements to ensure they meet marketing communication objectives.


Elements and Performance Criteria

ELEMENT

PERFORMANCE CRITERIA

1. Plan for 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 the test group and timing of the pilot advertisement in accordance with the advertising brief

1.4. Negotiate media placement in accordance with budgetary and scheduling requirements

2. Pilot the advertisement

2.1. Test the advertisement in accordance with the time and financial requirements of the advertising brief and budgetary requirements

2.2. Conduct data collection in accordance with the requirements of the evaluation tool/s and the advertising brief

3. Utilise pre campaign test results

3.1. Analyse test results for their impact on the advertising campaign

3.2. Make changes to the advertisement or media schedule in response to pre-test information, which meet the requirements of the advertiser

3.3. Provide options for changes to advertisements and present to the advertiser if required

3.4. Amend advertisements, where necessary, so that they meet legal and ethical requirements

Required Skills

Required skills

communication skills to question, clarify and report on pre-campaign testing activities and results

literacy skills to interpret campaign evaluation requirements, and legal and ethical requirements

numeracy skills to analyse numerical and other data, and to draw conclusions

research skills to evaluate responses collected in testing

teamwork skills to collect test data in conjunction with colleagues

technology skills to use a wide range of software and equipment to conduct pre-campaign testing.

Required knowledge

principles of advertising as it relates to the marketing mix

organisational advertising objectives and contents of the advertising, creative and media briefs

legal and ethical requirements for the advertising industry

type of media available for advertisements

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

techniques for evaluating advertising effectiveness.

Evidence Required

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:

demonstration of planning to test an advertising campaign

pilot testing of an advertisement

modifications made to an advertising campaign based on information gained during the testing process for at least one advertisement.

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.

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:

assessment of written reports and/or examples of testing results

analysis of responses to case studies and scenarios

demonstration of pre-campaign testing techniques

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 testing undertaken and findings

oral or written questioning to assess knowledge of principles of advertising as it relates to the marketing mix

review of data collection conducted.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other advertising units.


Range Statement

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.

Aspects of the advertisement to be tested may include:

appeal

average cost per response

convenience of reply documents for consumer, such as:

paper stock

size of form

spacing of blank lines

credibility

cultural acceptability

impact

interest-arousing

interpretation

memorability

message clarity

most profitable size or length of advertisement

product/brand identification

production techniques

Legal and ethical requirements 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


Sectors

Unit sector


Competency Field

Business Development - Advertising


Employability Skills

This unit contains employability skills.


Licensing Information

Not applicable.