Application
Not applicable.
Prerequisites
Not applicable.
Elements and Performance Criteria
Elements and Performance Criteria | |||
Element | Performance Criteria | ||
1 | Define campaign objectives | 1.1 | The advertiser's purpose and objectives from the advertising brief are clarified and used to set objectives for the advertising campaign |
1.2 | Campaign objectives are stated in measurable terms and identify the nature and extent of what is to be accomplished by the advertising | ||
1.3 | Campaign objectives are feasible, given the constraints of time, budget, product and market factors | ||
1.4 | Campaign objectives take into consideration factors which may affect consumer responses | ||
1.5 | Campaign objectives meet legal and ethical requirements | ||
2 | Prepare an advertising budget | 2.1 | Research resource requirements for the advertising campaign are assessed and specified |
2.2 | Resource requirements for a range of media options are assessed and specified | ||
2.3 | Resource requirements for creative and production services for the campaign are assessed and specified | ||
2.4 | Resources allocated to each component of the advertising campaign are justified and sufficient, in relative terms, to achieve the campaign objectives | ||
2.5 | The overall budget meets the requirements of the advertising brief | ||
3 | Develop a schedule for proposed advertising activities | 3.1 | Campaign length and timing is confirmed from the advertising brief |
3.2 | Service providers with the required expertise are identified and their costs and availability negotiated | ||
3.3 | Choice of service providers is based on merit and value for money and meets legal and ethical requirements | ||
3.4 | The time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives | ||
3.5 | The schedule includes milestones for monitoring progress and expenditure against budget, and evaluating campaign effectiveness |
Required Skills
Not applicable.
Evidence Required
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Supporting reasons for decisions regarding the central idea, budget and time allocations to be included
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products or services
Organisation's budget
Purposes of advertising
Different advertising approaches for different markets
Types of advertising objectives and the strategies to address them
Advertising briefs
Consumer behaviour
Influences on buyer behaviour
Legal and ethical requirements
Underpinning Skills
Literacy skills to identify company and product information, write in a range of styles for different audiences and interpret legal requirements, company policies and procedures
Communication including questioning, clarifying and reporting
Numeracy skills for budgeting and scheduling
Project planning skills for identifying timelines and allocating tasks
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information - to define campaign objectives
Communicating ideas and information - through the development of a central advertising idea
Planning and organising activities - to prepare a schedule of activities
Working with teams and others - to negotiate their services
Using mathematical ideas and techniques - to prepare budgets and schedules
Solving problems - to balance the resource requirements of a number of competing elements
Using technology - for recording and scheduling activities, if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Supporting reasons for decisions regarding the central idea, budget and time allocations to be included
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products or services
Organisation's budget
Purposes of advertising
Different advertising approaches for different markets
Types of advertising objectives and the strategies to address them
Advertising briefs
Consumer behaviour
Influences on buyer behaviour
Legal and ethical requirements
Underpinning Skills
Literacy skills to identify company and product information, write in a range of styles for different audiences and interpret legal requirements, company policies and procedures
Communication including questioning, clarifying and reporting
Numeracy skills for budgeting and scheduling
Project planning skills for identifying timelines and allocating tasks
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information - to define campaign objectives
Communicating ideas and information - through the development of a central advertising idea
Planning and organising activities - to prepare a schedule of activities
Working with teams and others - to negotiate their services
Using mathematical ideas and techniques - to prepare budgets and schedules
Solving problems - to balance the resource requirements of a number of competing elements
Using technology - for recording and scheduling activities, if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
Range Statement
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Campaign objectives may include:
increasing awareness of a product, service or brand
increasing knowledge about a product or service
changing attitudes
increasing response to a product or service from a particular demographic group
generating or increase sales
improving or maintain market share
Factors which may affect consumer responses may include:
gender
age
disability
values
culture
marital status
lifestyle
affluency
Legal and ethical requirements may include:
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Research may include:
observation
sampling
quota sampling
interviews (face to face and telephone)
indirect research such as depth or focus group interviews, projective questioning, association tests
surveys
questionnaires
panel research
group interviews
retail audits (to determine brand share)
attitude surveys
specialised research eg 'mystery shoppers'
experiments or market testing on a segment of the market
desktop research
Occupational health and safety considerations may include:
safety of researcher and public during research activities
remote / isolated work policies and procedures (for health and safety of workplace personnel)
Media options may include:
television
radio
cinema
the press
billboards
video
video games
videotext
cable and satellite television
sponsorship
direct mail
direct response
point-of-sale
sales literature
sales promotion
exhibitions and trade fairs
aerial advertising
Creative and production services may include:
copywriter
artist / illustrator
graphic designer
printer
photographer
producer
director
film maker
presenter
performers
voice over
camera person
sound technician
special effects practitioner
stunt people
musicians
lighting technician
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Campaign objectives may include:
increasing awareness of a product, service or brand
increasing knowledge about a product or service
changing attitudes
increasing response to a product or service from a particular demographic group
generating or increase sales
improving or maintain market share
Factors which may affect consumer responses may include:
gender
age
disability
values
culture
marital status
lifestyle
affluency
Legal and ethical requirements may include:
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Research may include:
observation
sampling
quota sampling
interviews (face to face and telephone)
indirect research such as depth or focus group interviews, projective questioning, association tests
surveys
questionnaires
panel research
group interviews
retail audits (to determine brand share)
attitude surveys
specialised research eg 'mystery shoppers'
experiments or market testing on a segment of the market
desktop research
Occupational health and safety considerations may include:
safety of researcher and public during research activities
remote / isolated work policies and procedures (for health and safety of workplace personnel)
Media options may include:
television
radio
cinema
the press
billboards
video
video games
videotext
cable and satellite television
sponsorship
direct mail
direct response
point-of-sale
sales literature
sales promotion
exhibitions and trade fairs
aerial advertising
Creative and production services may include:
copywriter
artist / illustrator
graphic designer
printer
photographer
producer
director
film maker
presenter
performers
voice over
camera person
sound technician
special effects practitioner
stunt people
musicians
lighting technician
Sectors
Not applicable.
Employability Skills
Not applicable.
Licensing Information
Not applicable.