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Evidence Guide: BSBADV605 - Evaluate campaign effectiveness

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

 

BSBADV605 - Evaluate campaign effectiveness

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

Develop a campaign evaluation strategy

  1. Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements
  2. Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome
  3. Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s
  4. Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards
Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement campaign evaluation strategy

  1. Evaluate expenditure data to determine effectiveness of campaign in relation to the budget
  2. Evaluate media program to determine performance against media plan objectives
  3. Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement
  4. Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign
Evaluate expenditure data to determine effectiveness of campaign in relation to the budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate media program to determine performance against media plan objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Utilise advertising effectiveness data

  1. Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising
  2. Use expenditure information to improve the budget planning process
  3. Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy
  4. Use media performance information to determine whether alternative media approaches would yield better results
  5. Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase
Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use expenditure information to improve the budget planning process

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use media performance information to determine whether alternative media approaches would yield better results

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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

Required Skills and Knowledge

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