Course Title: Conduct pre-campaign testing

Part B: Course Detail

Teaching Period: VE 2016

Course Code: MKTG7934C

Course Title: Conduct pre-campaign testing

School: 650T Vocational Business Education

Campus: City Campus

Program: C4361 - Certificate IV in Advertising

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Joseph Matthews

joseph.matthews@rmit.edu.au

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the skills and knowledge required to plan, pilot and refine an advertising campaign to ensure marketing communication objectives are met.

It applies to individuals in an entry-level position in media planning, media buying, account management or advertising within an advertising team or media organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV402 Conduct pre-campaign testing

Element:

1 Plan pre-campaign testing

Performance Criteria:

1 Plan pre-campaign testing
1.1 Apply valid and reliable measurement tools for testing aspects of the advertisement
1.2 Document expected outcomes and targets
1.3 Select test group and timing of pilot advertisement in accordance with advertising brief
1.4 Negotiate media placement in accordance with budgetary and scheduling requirements

Element:

2 Pilot advertisement

Performance Criteria:

2 Pilot advertisement
2.1 Test advertisement in accordance with time and financial requirements of advertising brief and budgetary requirements
2.2 Conduct data collection in accordance with requirements of evaluation tool/s and advertising brief

Element:

3 Utilise pre-campaign test results

Performance Criteria:

3 Utilise pre-campaign test results
3.1 Analyse test results for impact on advertising campaign
3.2 Make changes to advertisement or media schedule, in response to pre test information, which meets requirements of advertiser
3.3 Provide options for changes to advertisements and present to advertiser, if required
3.4 Amend advertisements, where necessary, so they meet legal and ethical requirements

Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan, pilot and refine an advertising campaign to ensure marketing communication objectives are met.

It applies to individuals in an entry-level position in media planning, media buying, account management or advertising within an advertising team or media organisation.


Details of Learning Activities

Students are required to demonstrate competency by providing the following evidence:
• demonstration of planning to test an advertising campaign
• pilot testing of an advertisement
• modifications made to an advertising campaign based on information gained during the testing process for at least one advertisement.

This course will contain three assessment tasks to assess competency. Students are required to successfully complete all three tasks to be deemed competent.


Teaching Schedule

Week
Topics/Learning Outcomes Assessment Details (include due dates and when feedback will be provided)
1 Introduction to the course including:
• Course requirements and support documents/resources
• Course Blackboard access
• Accuracy of enrolment
• Assessment requirements/Cover Sheets
• Reminder re Plagiarism/Appeals
• Extensions/Resubmissions
• Feedback in this course
• Getting help
2 Business strategy and advertising objectives
3 Advertising Testing
4 Case study – advertising effectiveness
5 Advertising planning
6 Assessment Assessment 1 – due
7 Campaign Testing / Guest speaker (TBC)
8 Pre-campaign testing methods, techniques and alternatives for evaluating effectiveness
9 Pre-Skills practice / Legislation
10 Information collection and the advertising brief, report writing
11 Pre-campaign testing (assessment tutorial)
12 Assessment Assessment 2 due
13 Legal and ethical considerations
14 Legal and ethical considerations
15 Assessment 3 – Test (in class) Assessment 3 – Test (in class)
16
17 Assessment Re-submission due


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You are required to provide evidence of the ability to:

  • plan steps required to test an advertising campaign including:
    - appropriate measurement tools
    - documenting outcomes and targets according to advertising brief
    - adhering to budgetary and financial requirements
  • document and analyse pilot-test data
  • make changes to data as required.

Knowledge Evidence

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

  • explain principles of advertising relating to marketing mix
  • describe organisational advertising objectives, and contents of advertising, creative and media briefs
  • explain key provisions of relevant legislation, codes of practice and national standards for advertising industry
  • describe types of media available for advertisements
  • explain application of ethical principles in advertising
  • describe techniques for evaluating advertising effectiveness.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment Task 1: Case Study Report
Students are required to prepare an advertising campaign effectiveness report consistent with the ‘Australian Effie Awards’ format using the campaign information provided (or selected by the student pending prior approval by the teacher).
• This is an individual task, worth 20% of the overall grade.

Assessment Task 2: Pre-campaign test ‘pilot’, report preparation and presentation
• Students are required to select an advertising campaign and conduct a pre-campaign test ‘pilot’, prepare a report (methods, test results and recommendations) and present their findings to the class
• This task is a ‘paired’ assessment task and worth 60% of the overall grade.

Assessment Task 3: Online test
• Students are required to sit a time-limited online test (conducted in-class during scheduled class time) regarding relevant advertising legislation and compliance

This is an individual assessment task and worth 20% of the overall grade


Assessment Matrix


Course Overview: Access Course Overview