Application
This unit describes the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.
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 a campaign evaluation strategy | 1.1 Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements 1.2 Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome 1.3 Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s 1.4 Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards |
2 Implement campaign evaluation strategy | 2.1 Evaluate expenditure data to determine effectiveness of campaign in relation to the budget 2.2 Evaluate media program to determine performance against media plan objectives 2.3 Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement 2.4 Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign |
3 Utilise advertising effectiveness data | 3.1 Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising 3.2 Use expenditure information to improve the budget planning process 3.3 Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy 3.4 Use media performance information to determine whether alternative media approaches would yield better results 3.5 Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase |
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, 2.2-2.4, 3.3, 3.4 | Analyses and interprets a range of texts to evaluate effectiveness of the strategy |
Writing | 1.1-1.4, 2.2-2.4, 3.1, 3.5 | Develops material to convey explicit information evaluating advertising campaign |
Numeracy | 1.1, 1.2, 2.1, 3.1, 3.2, 3.4 | Interprets and compares numerical information to evaluate advertising effectiveness |
Navigate the world of work | 1.3, 1.4 | Interprets relevant legal and ethical requirements and identifies and acts on issues that contravene them |
Get the work done | 1.2-1.4, 2.2-2.4, 3.3- 3.5 | Accepts full responsibility for planning and development of evaluation strategies to assess effectiveness of campaigns Selects and uses appropriate digital tools and measurement systems to perform complex analytical tasks Evaluates outcomes of decisions to identify opportunities for improvement |
Sectors
Business Development – Advertising