Application
This unit describes the skills and knowledge required to compare and contrast characteristics of media analysis tools to choose the most appropriate software tool to perform media tasks and evaluate their outcomes.
It applies to individuals in an entry-level position in media planning or buying within an advertising team or media organisation, who use specialised media software in conducting their activities.
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 Evaluate media software tool options | 1.1 Compare and contrast characteristics and specific functions of media software tools when developing a media plan 1.2 Evaluate advantages and disadvantages of media software tools that could be used to perform media tasks 1.3 Contrast and evaluate functions of media software tools to perform media analysis and processing tasks 1.4 Generate media recommendations which meet advertiser’s requirements |
2 Use media software tools to perform media tasks | 2.1 Use media software to segment target audience 2.2 Ensure program demographics match marketing objectives 2.3 Analyse radio and television survey data and logs to determine most appropriate media placements |
3 Analyse campaign performance | 3.1 Evaluate media performance results by channel, program and day of the week to determine performance against desired marketing objectives 3.2 Compare media performance against expected demographics by program and time slot 3.3 Present campaign performance results to advertiser |
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 | 1.1, 1.3, 2.2, 2.3, 3.1, 3.2 | Recognises and interprets textual information to determine and compare media software functions and media performance against marketing objectives |
Writing | 1.4, 3.3 | Develops material using clear and detailed language to convey explicit information and campaign results |
Oral Communication | 3.3 | Uses clear and specific language suitable to audience to convey outcomes of performance analysis |
Numeracy | 2.2, 2.3, 3.1, 3.2 | Collects, organises and statistically analyses data using averages, percentiles, and measures of spread, and draws conclusions from trends |
Interact with others | 3.3 | Uses a range of strategies to establish a connection with others to establish an understanding of needs and communicate results |
Get the work done | 1.1-1.4, 2.1, 2.3, 3.1 | Systematically gathers and analyses all relevant information and evaluates options to make recommendations that meet advertisers requirements Fully utilises features of digital tools and systems to organise, analyse, match and process information Uses analytical and evaluation processes to compare project objectives with performance outcomes |
Sectors
Business Development – Advertising