Course Title: Conduct precampaign testing

Part B: Course Detail

Teaching Period: Term1 2013

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

Teacher: Peter Lawrance
Telephone:9925 5661

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


1. Plan for pre campaign testing

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. Pilot the advertisement

Performance Criteria:

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. Utilise pre campaign test results

Performance Criteria:

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 - Subject Introduction
Week 2 - Advertising & Marketing Mix
Week 3 - Advertising Categories
Week 4 - Advertising Spiral
Week 5 - Advertising Agency Structure
Week 6 - Advertisers Structure
Week 7 - Brand Advertising       

Mid semester break (28 March to 3 April)

Week 7 - Brand Advertising
Week 8- Test
Week 9 - Advertising Research
Week 10 - Campaign Analysis
Week 11 - Roles within agency and client
Week 12 - How agencies make money
Week 13 - Guest speaker
Week 14 - Excellent Campaigns
Week 15 - Test
Week 16 - Feedback and Resubmission

Learning Resources

Prescribed Texts


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

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

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 Individual Assessment
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 Group Presentation
Week 12
Briefed week 5
Presentations weeks 12-14
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 Individual Test
Week 15
This assessment will focus on the student’s ability to evaluate the significance of each component of weekly lectures in a written test

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

Submission Requirements: All assessment tasks need to be submitted via Blackboard.

You should:
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for
Special Consideration. Information on the process and application forms is available at http:/
/;ID=ls0ydfokry9rz website.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet
that includes a declaration and statement of authorship. You must complete, sign and
submit a cover sheet with all work you submit for assessment, whether individual or group
work. On the cover sheet you declare that the work you are presenting for assessment
is your own work. An assignment cover sheet for submission of work for assessment is
available from the Student forms website.
• Each page of your assessment should include footer with your name, student number,
the title of the assessment, unit code and title and page numbers.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview