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 |
|
Writing |
1.1-1.4, 2.2-2.4, 3.1, 3.5 |
|
Numeracy |
1.1, 1.2, 2.1, 3.1, 3.2, 3.4 |
|
Navigate the world of work |
1.3, 1.4 |
|
Get the work done |
1.2-1.4, 2.2-2.4, 3.3- 3.5 |
|
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.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10