This unit involves the targeting of advertising and joint promotional programs to promote the sale of products and services. It encompasses analysis of previous activities, organising and coordinating new activities and evaluating the success of the activities.
Elements and Performance Criteria
Analyse previous promotional activities.
Analyse historical data on previous advertising and promotional activities.
Assess relevant forecasts and trends required for setting advertising and promotional plans.
Organise advertising and promotions.
Manage and implement promotional and advertising activities according to business policy and procedures.
Organise promotional activities in line with anticipated or researched customer requirements.
Negotiate arrangements with suppliers in regard to special promotional activities.
Coordinate promotional activities to maximise mutual benefits.
Develop evaluation procedures and tools to measure the effectiveness of promotions (including the programs and customer response).
Document promotional activities and record for future reference.
Set targets for advertising campaign.
Coordinate implementation of advertising campaigns.
Coordinate personnel involved in advertising campaign.
Confirm timing for advertising campaign.
Develop design brief for advertising and marketing.
Plan support materials and resources.
Identify resource constraints for advertising and marketing.
Coordinate production of advertising material and review proofs against the design brief.
Initiate advertising campaign on time according to business brief.
Establish systems for recording and reporting information to enable internal and external personnel to assess the progress of advertising campaigns.
Coordinate joint promotional programs.
Contact relevant business customers to establish joint objectives and content for promotional plans.
Identify seasonal or special opportunities for joint promotional programs.
Identify support materials required for joint promotional programs within required timeframe.
Analyse and report impact of promotional activities on inventory levels.
Advise suppliers and customers in a timely manner on promotional activities and targets.
Evaluate success of advertising and joint promotional activities.
Evaluate and report success of joint promotions.
Evaluate success of advertising campaign against targets.
Achieve maximum customer impact by supporting promotional activities.
This section describes the essential skills and knowledge and their level, required for this unit.
The following skills must be assessed as part of this unit:
interpersonal communication skills to:
negotiate arrangements with suppliers
advise suppliers and customers of promotional activities and targets through clear and direct communication
ask questions to identify and confirm requirements
share information and give instructions
use language and concepts appropriate to cultural differences
use and interpret non-verbal communication
collecting, analysing and organising information
investigation of previous marketing campaigns and historical data
developing and implementing marketing strategies and campaigns in an analytic and efficient manner
literacy and numerical skills related to:
reading and understanding business policy and procedures
reading and interpreting a range of written documentation
establishing systems for recording and reporting information for use by others to assess progress of advertising campaigns
coordinating multiple players in joint promotional campaigns
developing and using strategies to evaluate success of promotional activities.
The following knowledge must be assessed as part of this unit:
awareness of advertising events and relevant customers to be contacted
advertising and promotional plans
historical data on promotional programs
previous coordination requirements for campaigns, promotions and advertising activities
target measurement and evaluation techniques
factors determining success of joint advertising and promotional programs
relevant business policy and procedures
identification, correct use and maintenance of workplace technology
OHS aspects of job
relevant commercial law and legislation.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
implements successful advertising and promotional campaigns according to business policy and procedures
applies analysis and evaluation of previous promotional activities completed for products and services when planning future promotions, within a defined market and time period
organises and coordinates individual and joint advertising and promotional programs in a satisfactory and timely manner to meet agreed performance targets
accurately determines the impact of promotional program on inventory levels.
Context of and specific resources for assessment
Assessment must ensure access to:
a real or simulated work environment
relevant documentation, such as:
business policy and procedures manuals
sales and service delivery targets and plans
records of previous promotional activities
Methods of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of the candidate in the workplace
third-party reports from a supervisor
review of portfolio of evidence
written or verbal questioning to assess knowledge and understanding.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Assessing employability skills
Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.
Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.
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 in the performance criteria is detailed below.
Historical data may include:
regional-specific buying behaviour
psychographic factors, e.g. lifestyle profiles.
Advertising and promotional activities may include:
manufacturer product or service campaigns
Forecast and trend information may be collected by:
database or internet searches
Business policy and procedures may relate to:
market forecasting and research
maintaining and utilising client records
promotional and marketing programs
evaluation of promotional and marketing programs
sale and supply of products and services
interaction with customers.
Customer requirements may include:
information on features and benefits of products
value for money
method of delivery
progress tracking of order.
Mutual benefits may include:
special events support
gross profit margins
improved trading terms.
Evaluation procedures and tools to measure promotional outcomes may include:
Personnel may include:
internal or external personnel
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities
people from a range of job roles and responsibilities
specialist technical staff.
Design brief may include:
plans or documents developed by hand
plans or documents developed using appropriate computer software.
Support materials and resources may include:
merchandising and promotional materials
gifts or vouchers.
Advertising material may vary to accommodate regional variations in:
social and cultural factors
Systems for recording and reporting information may be:
Joint objectives will vary based on:
product, range, line, or category performance requirements
objectives such as those for price, profit, brand share, market share.
Success may be evaluated against:
key performance indicators
market and sales indicators
quality standards and criteria
Marketing and Public Relations
The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.