This unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

ELEMENT

PERFORMANCE CRITERIA

1. Develop an implementation strategy

1.1. Analyse the creative brief and media plan, and determine factors affecting implementation of the campaign

1.2. Ensure the strategy outlines implementation tasks and timelines, and includes a contingency plan for dealing with omissions and errors

2. Negotiate media contracts

2.1. Confirm the media plan and budget for implementation with the client

2.2. Negotiate advertisement positions and price with each media vehicle in accordance with the client's requirements

2.3. Negotiate and agree on contingency factors and solutions with the media representative

2.4. Establish media contracts that meet legal and ethical requirements, and the requirements of the advertising campaign brief and schedule

3. Monitor the advertising campaign

3.1. Evaluate media performance against the conditions of the contract, and identify and analyse any variations

3.2. Apply the provisions of media guarantees and make adjustments to media schedules if necessary

3.3. Execute the advertising campaign so that it complies with the advertising schedule and budget and meets legal and ethical requirements

Required skills

literacy skills to interpret media requirements and contracts

negotiation skills to agree on advertising price and positions

numeracy skills to develop budgets and schedules

project management skills to manage and monitor contracts

communication skills to question, clarify and report when implementing an advertising campaign.

Required knowledge

principles of media pricing policies, guarantees and campaign contingencies

media vehicles and media options

organisational budget, product and/or services

principles of advertising, creative briefs and media plans

printing, television, film and video production processes

legal and ethical requirements relating to the advertising industry

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:

development of at least one advertising campaign implementation strategy

negotiations with media representatives to get price and positions for at least one advertising campaign

evaluation of media performance against contractual obligations for at least one advertising campaign.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual or simulated workplace environment

access to office equipment and resources

access to media and advertising plans, campaign contracts, creative briefs, campaign briefs.

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 reports detailing campaign execution activities

demonstration of negotiation and monitoring techniques for an advertising campaign

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations of campaign performance

oral or written questioning to assess knowledge of principles of advertising, creative briefs and media plans

review of media contracts negotiated.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBADV605B Evaluate campaign effectiveness.

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.

Advertisement positions may include:

above or below the fold

EGN

evenly spread during the time schedule

fixed position each week in a radio/television or other program

left or right page

page number

scatter plan which places an advertisement in different programs or positions each week

Price may include:

buying incentives

concessions

discounts

guarantees

negotiation

Contingency factors may include:

programming errors

technical errors

Guarantees may include:

frequency

position

price

Legal and ethical requirements may include:

codes of practice such as those issued by:

Advertising Federation of Australia

Australian Communications and Media Authority

Australian Competition and Consumer Commission

Australian Performing Right Association

Commercial Radio Australia

Free TV Australia

cultural expectations and influences

ethical principles

legislation

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

Unit sector

Business Development - Advertising

This unit contains employability skills.