Application
This unit describes the skills and knowledge required to coordinate and monitor an advertising campaign, including developing an implementation strategy, negotiating media contracts and monitoring the campaign
It applies to individuals working in a senior advertising management or account management role within an advertising 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 Develop an implementation strategy | 1.1 Analyse creative brief and media plan, and determine factors affecting implementation of campaign 1.2 Ensure strategy outlines implementation tasks and timelines, and includes a contingency plan for dealing with omissions and errors |
2 Negotiate media contracts | 2.1 Confirm media plan and budget for implementation with client 2.2 Negotiate advertisement positions and price with each media vehicle in accordance with client’s requirements 2.3 Negotiate and agree on contingency factors and solutions with media representative 2.4 Establish media contracts that meet legal and ethical requirements, and requirements of the advertising campaign brief and schedule |
3 Monitor advertising campaign | 3.1 Evaluate media performance against conditions of the contract, and identify and analyse any variations 3.2 Apply provisions of media guarantees and make adjustments to media schedules if necessary 3.3 Execute advertising campaign so it complies with the advertising schedule and budget and meets legal and ethical requirements |
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, 1.2, 2.4, 3.1-3.3 | Evaluates and analyses textual information to determine requirements according to media plans and creative brief Analyses and interprets a range of familiar industry information and complex legal texts |
Writing | 1.1, 1.2, 2.1, 2.4, 3.1, 3.2 | Accurately records information according to organisational requirements Composes and edits texts, selecting appropriate vocabulary and structure for audience and purpose |
Oral Communication | 2.1-2.3 | Participates effectively in spoken interactions using clear and detailed language |
Numeracy | 1.2, 2.2, 3.3 | Develops budget and schedules according to requirements of the advertising campaign |
Navigate the world of work | 2.4, 3.3 | Takes full responsibility for adherence to legal and ethical requirements in coordination and monitoring of advertising campaigns |
Interact with others | 2.1-2.3 | Establishes and uses appropriate conventions and protocols when communicating with stakeholders to confirm campaign requirements Uses collaborative techniques to negotiate necessary contractual arrangements and contingency plans |
Get the work done | 1.1, 1.2, 2.3, 3.1-3.3 | Sequences and schedules complex activities and tasks, and monitors implementation Systematically gathers and analyses all relevant information to make decisions about campaign delivery and performance evaluation Accepts responsibility for contingency management and negotiation to determine solutions |
Sectors
Business Development – Advertising