Develop an advertising campaign Evidence Guide

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Evidence Guide: BSBADV602B - Develop an advertising campaign

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

BSBADV602B - Develop an advertising campaign

What evidence can you provide to prove your understanding of each of the following citeria?

Define campaign objectives

Clarify the advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign
State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish
Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors
Ensure campaign objectives take into consideration factors which may affect consumer responses
Ensure campaign objectives meet legal and ethical requirements

Clarify the advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign

Completed
Date:

Teacher:

Evidence:

State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish

Completed
Date:

Teacher:

Evidence:

Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors

Completed
Date:

Teacher:

Evidence:

Ensure campaign objectives take into consideration factors which may affect consumer responses

Completed
Date:

Teacher:

Evidence:

Ensure campaign objectives meet legal and ethical requirements

Completed
Date:

Teacher:

Evidence:

Prepare an advertising budget

Assess and specify research resource requirements for the advertising campaign
Assess and specify resource requirements for a range of media options, creative and production services
Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives
Ensure the overall budget meets the requirements of the advertising brief

Assess and specify research resource requirements for the advertising campaign

Completed
Date:

Teacher:

Evidence:

Assess and specify resource requirements for a range of media options, creative and production services

Completed
Date:

Teacher:

Evidence:

Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives

Completed
Date:

Teacher:

Evidence:

Ensure the overall budget meets the requirements of the advertising brief

Completed
Date:

Teacher:

Evidence:

Develop a schedule for proposed advertising activities

Confirm the campaign length and timing from the advertising brief
Identify service providers with the required expertise and negotiate their costs and availability
Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements
Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives
Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule

Confirm the campaign length and timing from the advertising brief

Completed
Date:

Teacher:

Evidence:

Identify service providers with the required expertise and negotiate their costs and availability

Completed
Date:

Teacher:

Evidence:

Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements

Completed
Date:

Teacher:

Evidence:

Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives

Completed
Date:

Teacher:

Evidence:

Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule

Completed
Date:

Teacher:

Evidence:

Assessed

Teacher: ___________________________ Date: _

Signature: ________________________________________________

Comments:

Instructions to Assessors

Evidence Guide


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 which meets the advertiser's purpose and objectives as specified in the advertising brief and contains: specified timelines for task completion resource requirements budgetary allocations.
Context of and specific resources for assessment	Assessment must ensure: access to an actual workplace or simulated environment access to office equipment and resources access to an advertising brief.
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 advertising campaign activities and project plans demonstration of project management techniques to develop 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 and execution of campaign plans oral or written questioning to assess knowledge of principles and purposes of advertising, consumer behaviour and influences on buyer behaviour review of advertising budget and advertising schedule.
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBADV604B Execute an advertising campaign BSBADV605B Evaluate campaign effectiveness.

Required Skills and Knowledge

Required skills

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

literacy skills to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures

numeracy skills to develop budgets and schedules

organisational and time management skills to plan projects, meet deadlines and allocate tasks

technology skills to use a wide range of office equipment and software to develop an advertising campaign.

Required knowledge

principles of effective advertising for different markets

contents of advertising briefs

industry, services, products and organisation

legal and ethical requirements pertaining to the advertising industry

organisational products or services

principles and purposes of advertising, consumer behaviour and influences on buyer behaviour

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

ethical principles

fair trading laws

privacy laws

Trades Practices Act

requirements for advertising timelines, budget, central idea, resources as specified in the advertising brief.

Range Statement


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.
Objectives for the advertising campaign may include:	changing attitudes increasing awareness of a product, service, brand or idea increasing knowledge about a product or service increasing response to a product or service from a particular demographic group reinforce positive disposition to a brand
Factors which may affect consumer responses may include:	affluency age culture disability gender lifestyle marital status values
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
Research resource requirements may include:	attitude surveys desktop research experiments or market testing on a segment of the market group interviews indirect research such as depth or focus group interviews, projective questioning, association tests interviews (face-to-face and telephone) observation panel research questionnaires quota sampling retail audits (to determine brand share) sampling specialised research such as 'mystery shoppers' surveys
Media options may include:	aerial advertising billboards cable and satellite television cinema direct mail direct response exhibitions and trade fairs podcast point-of-sale radio sales literature sales promotion sponsorship television the press video video games videotext
Creative and production services may include:	artist/illustrator camera person copywriter director film maker graphic designer lighting technician musicians performers photographer presenter printer producer sound technician special effects practitioner stunt people voice over

NTISthis.com

Evidence Guide: BSBADV602B - Develop an advertising campaign

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

BSBADV602B - Develop an advertising campaign

Define campaign objectives

Prepare an advertising budget

Develop a schedule for proposed advertising activities

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

Instructions to Assessors

Teacher: ___________________________ Date: _