Course Title: Conduct precampaign testing

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5813C

Course Title: Conduct precampaign testing

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

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


Course Description

This unit applies to individuals in an entry level position in media planning, media buying, account management or advertising roles within an advertising team or media organisation. Individuals undertaking this unit conduct testing of advertising communications and based on the test results refine advertisements to ensure they meet marketing communication objectives.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV402B Conduct precampaign testing


Plan for pre-campaign testing

Pilot the advertisement

Utilise pre-campaign test results

Performance Criteria:

1.1 Apply valid and reliable measurement tools for testing aspects of the advertisement
1.2 Document expected outcomes and targets
1.3 Select the test group and timing of the pilot advertisement in accordance with the advertising brief

1.4 Negotiate media placement in accordance with budgetary and scheduling requirements

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

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

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to pilot an advertising campaign and to make adjustments that will maximise the effectiveness of the campaign.

Details of Learning Activities

Learning Outcomes
Evidence of the following is essential:
• 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.

Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Teaching Schedule

Week 1 - 6th Feb - Subject Introduction
Week 2 13th Feb - Advertising & Marketing Mix
Week 3 20th Feb - Advertising Categories
Week 4 27th Feb - Advertising Spiral
Week 5 5th March - Advertising Agency Structure
Week 6 12th March - (Monday, Labour Day) Advertisers Structure
Week 7 19th March - Brand Advertising
Week 8 26th March - Test
Week 9 2nd April - Guest Speaker
Mid semester break (5 April to 11 April)
Week 10 9th April - Advertising Research
Week 11 16th April - Campaign Analysis

Week 12 23rd April - Roles within agency and client
Week 13 30th April - How agencies make money
Week 14 7th May - Excellent Campaigns
Week 15 14th May - Test discussion
Week 16 21st May - Test
Week 17 28th May - Test Feedback/resubmission

Learning Resources

Prescribed Texts

Advertising Principles and Practice :Wells, Spence-Stone,Moriarty and Burnett


Advertising News or B&T Weekly
Student discount subscriptions available
The Australian Monday Media Guide

Other Resources

Internet, library databases

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

You are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

TASK 1 (Due Date: week 8)

This assessment will focus on the student’s ability to evaluate the significance of each component of weekly lectures in a written test

TASK 2 (Briefed week 5 Presentations weeks 12-15)

The second assessment requires students to work in groups in choosing an advertising campaign that they deem to be ‘Excellent”. They must thoroughly analysis who the campaign is targeting. Its strengths and weaknesses and what the objectives of the campaign are

TASK 3 (Due Date: End of Week 16)

This assessment will focus on the student’s ability to evaluate the significance of each component of weekly lectures in a written test

Assessment Matrix

Course Overview: Access Course Overview