This unit applies to individuals in an entry level position in a media buying role within an advertising team or media organisation who conduct media calculations to provide quantitative analysis of the effectiveness of advertisements.

ELEMENT

PERFORMANCE CRITERIA

1. Evaluate advertising media budget

1.1. Research and define media terminology

1.2. Categorise media costs

1.3. Calculate costings for selected media

1.4. Investigate and calculate agency service fees

2. Calculate electronic media rating points

2.1. Determine reach and effective reach for each advertising media

2.2. Determine and present identified qualitative and quantitative attributes of media

3. Apply mathematical functions to advertising media tasks and problems

3.1. Calculate percentage shares and variations

3.2. Apply index numbers to a media situation

3.3. Perform calculations on simple index numbers

3.4. Calculate international currency conversions

3.5. Calculate the mean, average and weighted average of selected media data

4. Present media calculations

4.1. Use electronic spreadsheets to perform media calculations

4.2. Clearly present data on selected media

Required skills

literacy skills to interpret and evaluate requirements, and to document reports

numeracy skills to analyse numerical and other data and to perform media calculations

problem solving skills to manage contingencies

technology skills to perform calculations and to create complex spreadsheets.

Required knowledge

sources of media and comparative data

media calculation principles and practices including;

Average Quarter Hour (AQH)

Cost per TARP

Cost per Thousand (CPM)

Cumulated Audience Reach (CUMES)

effective frequency

effective reach

frequency

Gross Rating Points (GRPs)

number of responses

reach

Target Audience Rating Points (TARPS)

principles of software packages used when performing media calculations

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.

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:

calculation and presentation of media costings and electronic media ratings using mathematical techniques for media selected to advertise at least one product or service

knowledge of media calculation principles and practices.

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 an advertising brief.

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 written reports on media calculations

demonstration of media rating and mathematical 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 demonstrated techniques in calculating media ratings and advertising media problems

oral or written questioning to assess knowledge of software packages for media calculations

review of media calculations spreadsheets.

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.

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.

Agency service fees may include:

flat fee

head hours

percentage fee

performance incentives

Advertising media may include:

electronic mass

new media

print mass

point-of-sale

transit

Media rating measurements may include:

reach

unduplicated reach

frequency

effective frequency

target audience coverage per media

target audience rating points (TARPS)

gross rating points (GRPs)

Qualitative attributes may include:

editorial environment

media involvement

message receptiveness

proximity to purchase

Quantitative attributes may include:

cost efficiency

production costs

Unit sector

Business Development - Advertising

This unit contains employability skills.