Modification History
Not applicable.
Unit Descriptor
Unit descriptor |
This unit describes the performance outcomes, skills and knowledge required to compare and contrast the characteristics of media analysis tools to choose the most appropriate software tool to perform media tasks and to evaluate their outcomes. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. |
Application of the Unit
Application of the unit |
This unit applies to individuals in an entry level position in a media planning or buying role within an advertising team or media organisation who use specialised media software in conducting their activities. |
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Prerequisite units |
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Employability Skills Information
Employability skills |
This unit contains employability skills. |
Elements and Performance Criteria Pre-Content
Elements describe the essential outcomes of a unit of competency. |
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. |
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
1. Evaluate media software tool options |
1.1. Compare and contrast the characteristics and specific functions of media software tools when developing a media plan 1.2. Evaluate the advantages and disadvantages of media software tools that could be used to perform media tasks 1.3. Contrast and evaluate the functions of media software tools to perform media analysis and processing tasks 1.4. Generate media recommendations which meet advertiser's requirements |
2. Use media software tools to perform media tasks |
2.1. Use media software to segment target audience 2.2. Ensure program demographics match marketing objectives 2.3. Analyse radio and television survey data and logs to determine most appropriate media placements |
3. Analyse campaign performance |
3.1. Evaluate media performance results by channels, programs and days of the week to determine performance against desired marketing objectives 3.2. Compare media performance against expected demographics by program and time periods 3.3. Present campaign performance results to advertiser |
Required Skills and Knowledge
REQUIRED SKILLS AND KNOWLEDGE |
This section describes the skills and knowledge required for this unit. |
Required skills |
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Required knowledge |
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Evidence Guide
EVIDENCE GUIDE |
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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. |
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Overview of assessment |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Evidence of the following is essential:
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Context of and specific resources for assessment |
Assessment must ensure:
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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:
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Guidance information for assessment |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
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Range Statement
RANGE STATEMENT |
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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. |
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Characteristics may include how media software tools: |
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Media software tools may include: |
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Functions may include: |
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Demographics may include: |
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Unit Sector(s)
Unit sector |
Competency field
Competency field |
Business Development - Advertising |
Co-requisite units
Co-requisite units |
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