Unit of competency details

BSBADV605 - Evaluate campaign effectiveness (Release 1)

Summary

Releases:
ReleaseStatusRelease date
1 1 (this release)Current 25/Mar/2015

Usage recommendation:
Current
Mapping:
MappingNotesDate
Supersedes and is equivalent to BSBADV605B - Evaluate campaign effectivenessUpdated to meet Standards for Training Packages 24/Mar/2015


Training packages that include this unit

Classifications

SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080507 Advertising  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080507 Advertising  30/Jul/2015 
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Unit Of competency

Modification History

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Application

This unit describes the skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been achieved.

It applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Unit Sector

Business Development – Advertising

Elements and Performance Criteria

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

Foundation Skills

This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.

Skill 

Performance 

Criteria 

Description 

Reading

1.1, 1.3, 2.2-2.4, 3.3, 3.4

  • Analyses and interprets a range of texts to evaluate effectiveness of the strategy

Writing

1.1-1.4, 2.2-2.4, 3.1, 3.5

  • Develops material to convey explicit information evaluating advertising campaign

Numeracy

1.1, 1.2, 2.1, 3.1, 3.2, 3.4

  • Interprets and compares numerical information to evaluate advertising effectiveness

Navigate the world of work

1.3, 1.4

  • Interprets relevant legal and ethical requirements and identifies and acts on issues that contravene them

Get the work done

1.2-1.4, 2.2-2.4, 3.3- 3.5

  • Accepts full responsibility for planning and development of evaluation strategies to assess effectiveness of campaigns
  • Selects and uses appropriate digital tools and measurement systems to perform complex analytical tasks
  • Evaluates outcomes of decisions to identify opportunities for improvement

Unit Mapping Information

Code and title  

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBADV605 Evaluate campaign effectiveness

BSBADV605B Evaluate campaign effectiveness

Updated to meet Standards for Training Packages

Equivalent unit

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.education.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

 

Assessment requirements

Modification History

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Performance Evidence

Evidence of the ability to:

  • develop and implement an evaluation strategy for an advertising campaign, ensuring the campaign:
  • defines standards and measurements
  • adheres to legal and ethical standards
  • adheres to budget requirements
  • analyse evaluation data to develop and document recommendations for improvement in future campaigns.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • describe organisational budget planning process
  • describe and explain techniques for evaluating advertising effectiveness and managing campaign contingencies
  • identify key provisions of relevant legislation, codes of practice and national standards affecting advertising
  • identify specifications in advertising, creative and media briefs.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – advertising field of work and include access to:

  • relevant legislation and codes of practice
  • organisational policies and procedures
  • office equipment
  • business technology
  • media brief.

Assessors must satisfy NVR/AQTF assessor requirements.

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.education.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

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