Evaluate campaign effectiveness Evidence Guide

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Evidence Guide: BSBADV605A - 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

BSBADV605A - Evaluate campaign effectiveness

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

Develop a campaign evaluation strategy

The evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
The strategy establishes specific performance standards for each element of the advertising campaign as well as the overall outcome
The strategy includes standards for the evaluation of the legal and ethical acceptability of the advertisement/s
The strategy includes processes for correcting advertisements which do not meet legal and ethical standards

The evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified

Completed
Date:

Teacher:

Evidence:

The strategy establishes specific performance standards for each element of the advertising campaign as well as the overall outcome

Completed
Date:

Teacher:

Evidence:

The strategy includes standards for the evaluation of the legal and ethical acceptability of the advertisement/s

Completed
Date:

Teacher:

Evidence:

The strategy includes processes for correcting advertisements which do not meet legal and ethical standards

Completed
Date:

Teacher:

Evidence:

Implement campaign evaluation strategy

Expenditure data is evaluated to determine effectiveness in relation to budget
The media program is evaluated to determine performance against the objectives of the media plan
The creative strategy is evaluated in terms of copy content, creative execution and effectiveness of the finished advertisement
The interactive effect of all the elements in the advertising campaign is evaluated to determine the overall effectiveness of the advertising campaign

Expenditure data is evaluated to determine effectiveness in relation to budget

Completed
Date:

Teacher:

Evidence:

The media program is evaluated to determine performance against the objectives of the media plan

Completed
Date:

Teacher:

Evidence:

The creative strategy is evaluated in terms of copy content, creative execution and effectiveness of the finished advertisement

Completed
Date:

Teacher:

Evidence:

The interactive effect of all the elements in the advertising campaign is evaluated to determine the overall effectiveness of the advertising campaign

Completed
Date:

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Evidence:

Utilise advertising effectiveness data

The results of evaluations of advertising effectiveness are used in the analysis and planning phase for subsequent advertising
Expenditure information is used to improve the budget planning process
Feedback on the advertisement itself is used to provide ideas for future advertisements and to improve advertising copy
Media performance information is used to determine whether alternative media approaches would yield better results
Differences between planned and actual accomplishments are used to define problems to be addressed in the next planning phase

The results of evaluations of advertising effectiveness are used in the analysis and planning phase for subsequent advertising

Completed
Date:

Teacher:

Evidence:

Expenditure information is used to improve the budget planning process

Completed
Date:

Teacher:

Evidence:

Feedback on the advertisement itself is used to provide ideas for future advertisements and to improve advertising copy

Completed
Date:

Teacher:

Evidence:

Media performance information is used to determine whether alternative media approaches would yield better results

Completed
Date:

Teacher:

Evidence:

Differences between planned and actual accomplishments are used to define problems to be addressed in the next planning phase

Completed
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Teacher:

Evidence:

Assessed

Teacher: ___________________________ Date: _

Signature: ________________________________________________

Comments:

Instructions to Assessors

Evidence Guide

The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Campaign effectiveness to be evaluated during and after a campaign

Underpinning Knowledge*

* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.

Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

Organisation's budget planning process

Techniques for evaluating advertising effectiveness

Advertising objectives

Legal and ethical requirements

Advertising, creative and media briefs

Media options

Corrective action

Underpinning Skills

Literacy skills to interpret evaluation requirements, legal and ethical requirements

Communication including questioning, clarifying and reporting

Numeracy skills for analysing numerical and other data and drawing conclusions

Evaluation skills

Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Context/s of Assessment

Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit

Key Competency Levels

Collecting, analysing and organising information (Level 2)- to determine the effectiveness of advertising campaigns

Communicating ideas and information (Level 3) - to report on ways to utilise evaluation findings

Planning and organising activities (Level 2)- to implement evaluation processes

Working with teams and others (Level 2)- to gather effectiveness information

Using mathematical ideas and techniques (Level 2)- to analyse evaluation data

Solving problems (Level 3) - to improve advertising planning

Using technology (Level 1)- to compare data, if necessary and interpret results

Please refer to the Assessment Guidelines for advice on how to use the Key Competencies