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Evidence Guide: BSBMKG410A - Test direct marketing activities

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!

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BSBMKG410A - Test direct marketing activities

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

Determine appropriate testing methods

  1. Establish rationale for conducting tests on direct marketing activities
  2. Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components
  3. Evaluate and select appropriate testing methods for media being used and media component being tested
Establish rationale for conducting tests on direct marketing activities

Completed
Date:

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Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and select appropriate testing methods for media being used and media component being tested

Completed
Date:

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Design and conduct a test

  1. Create a range of hypotheses to be tested
  2. Formulate a number of possible scenarios expected at conclusion of test
  3. Select minimum and maximum number of test cells
  4. Define control cells and establish a method to identify all responses by cell of origin
  5. Establish minimum significance variance in response
  6. Apply test to selected offer components
Create a range of hypotheses to be tested

Completed
Date:

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Formulate a number of possible scenarios expected at conclusion of test

Completed
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Select minimum and maximum number of test cells

Completed
Date:

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Define control cells and establish a method to identify all responses by cell of origin

Completed
Date:

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Establish minimum significance variance in response

Completed
Date:

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Apply test to selected offer components

Completed
Date:

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Analyse and act upon test results

  1. Use statistical techniques to analyse results
  2. Determine whether test results provide a null, positive or negative result in relation to each hypothesis
  3. Determine appropriate testing actions for results obtained
  4. Refine, modify or change direct response offer components in accordance with testing results until final offer is created
  5. Document and visually present testing results in format specified by organisational policies and procedures
Use statistical techniques to analyse results

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine whether test results provide a null, positive or negative result in relation to each hypothesis

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine appropriate testing actions for results obtained

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Refine, modify or change direct response offer components in accordance with testing results until final offer is created

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Document and visually present testing results in format specified by organisational policies and procedures

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:

isolating and selecting a direct response offer component to be tested

creating and testing a range of hypotheses

conducting and re-running tests on offer components until a satisfactory outcome has been reached

knowledge of relevant legislation.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources.

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 written reports on testing activities

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 testing results

oral or written questioning to assess knowledge of statistical techniques

review of test design.

Guidance information for assessment

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

other marketing units.

Required Skills and Knowledge

Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

information management skills to record, collate and transfer test results

numeracy skills to interpret and analyse statistical information

research and data collection skills to design and analyse tests of direct marketing offer components and direct marketing activities

technology skills to use a range of office equipment and computers; and to use a range of statistical software applications, including databases, spreadsheets and specialist statistical programs relevant to marketing.

Required knowledge

overview of key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations, such as:

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Conduct and 'Do Not Mail' and 'Do Not Call'service register

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

sweepstakes regulations

Trade Practices Act

marketing communication concepts and processes

media options

statistical methods, tests, and techniques for measurement and analysis

software applications used in direct marketing.

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.

Testable components may include:

communication components such as:

copy proposition, content, style, tone and personalisation

art direction

production values

offer components such as:

product or service being offered

additional products or services attached to the offer

guarantees or warranties

entry into a prize draw

media components such as:

type of medium

specific media channels

appearance within a media channel

response components such as:

response media selected

response form characteristics

timing components such as:

date

day of the week

time of day

frequency of repetition

time gap between primary and secondary communications

Appropriate testing methods may include:

nth record

split record

rotation

segmentation

Media may include:

cable or satellite television

email

fax

free-to-air television

phone

print

website

Media components may include:

specific channels within a medium such as:

list segments

lists

programs

specific publications

appearance within a specific channel such as:

duration

during ad break

size

on which program

Appropriate testing actions may include those for:

null results in which the hypothesis is neither accepted or denied:

re-running the test with larger test cells

designing a new test for the same hypothesis

designing a new test

positive results in which the hypothesis is accepted:

adopting the winning cell as the new test control

negative results in which the hypothesis is denied:

continuing with current control cells