Application
This unit covers the skills and knowledge required to conduct primary and secondary advertising research to test advertising themes and ideas. It includes assessment of research requirements, selection of research methods, and use of findings.
It applies to individuals working in a supervisory or management advertising role 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 Assess advertising research requirements | 1.1 Analyse information about consumer, product and market environment to identify and justify need for further research 1.2 Assess creative concepts to determine and justify need for concept testing 1.3 Assess media options and scheduling to determine and substantiate need for media research 1.4 Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods |
2 Select research method/s | 2.1 Confirm research budget and timeframe in selecting appropriate research method/s 2.2 Assess capacity of primary and secondary research methods to provide required information 2.3 Select pre 2.4 Prepare research brief specifying research objectives and method/s, budget, time, schedule and reporting requirements |
3 Utilise advertising research findings | 3.1 Analyse research results using appropriate techniques to identify findings and impact on advertising strategies, budgets and timelines 3.2 Adjust advertising strategies, budgets and timelines to reflect research findings 3.3 Revise advertising strategies to meet legal and ethical requirements, and requirements of 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 | 1.1-1.4, 2.1, 2.2, 3.1, 3.3 | Interprets range of complex information including legal and ethical requirements, primary and secondary research, and advertising brief |
Writing | 2.4, 3.2, 3.3 | Prepares specific and specialised information based on analysis and organises content to support the purpose and needs of advertiser, incorporating revisions as required |
Numeracy | 1.1, 2.1, 2.3, 3.1, 3.2 | Collects and interprets a range of numerical data and applies mathematical calculations relating to timelines and budgetary information |
Navigate the world of work | 1.4, 3.3 | Applies knowledge of codes of practice, cultural and ethical criteria to research methodology Ensures advertising strategies meet legal and ethical requirements |
Get the work done | 1.1-1.3, 2.2-2.4, 3.1-3.3 | Accepts responsibility for planning and sequencing relatively complex tasks and workload Systematically analyses all relevant information and evaluates options to make informed decisions about advertising research requirements and methodologies suitable for product or service and within budget and time constraints Performs analytical processes to establish findings, identify and makes necessary adjustments to advertising strategies, budget, and timelines Uses familiar digital technologies and systems to locate, organise and present information |
Sectors
Business Development – Advertising