Course Title: Conduct precampaign testing

Part B: Course Detail

Teaching Period: Term1 2014

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 Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Joe 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 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

Element:

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
 

Element:

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
 

Element:

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

Practical activities, case studies and class discussion as well as work relevant assessment tasks.

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

Weekly delivery Schedule 2014
Week/DateTopicAssessment
10/2/14Course Induction /IntrodutionAssessment 1 handed out
 17/2/14Consumer profile and the target audience Assessment 1
 24/2/14Advertising in the marketing mix / media vehicles / Placements Assessment 1
 3/3/14 The role of the advertising agency / The advertising briefAssessment 1
10/3/14Budgets and planning / Media and placements Assessment 1
17/3/14 Assessment 1 Case studies completed in class. Compulasory attendanceAssessment 2
  24/3/14 Guest speaker (TBC) Assessment 2
 31/3/14Pre-campaign testing methods, techniques and alternatives for evaluating effectiveness Assessment 2
  7/4/14 Pre-campaign testing methods, techniques and alternatives for evaluating effectiveness Assessment 2
 14/4/14 Data collection and the advertising briefAssessment 2
 28/4/14 Campaign testing analysis and recommendations Assessment 2
 5/5/14 Assessment 2 - Group Project and presentation due Assessment 2
 12/5/14 Legal and ethical requirements Assessment 3
 19/5/14 Legal and ethical requirements Assessment 3
 26/5/14 Assessment 3 - Test Assessment 3
 1/6/14 Assessment Re-submission due Assessment 3


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
 


References


Other Resources

• 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
 


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

Students are required to successfully complete 3 assessment tasks to be deemed competent in this unit.

Assessment 1: Advertising effectiveness case study (Supplied week 2 / due: week 6)

This assessment task will focus on the student’s ability to analyse, evaluate and communicate the effectiveness of an existing advertising campaign, and prepare a ‘case study’ report for assessment.

The case study analysis report will be based on the Australian Effie Awards case study format including:
 

Executive summary

   No more than 100 words

Estimated campaign budget / range

The strategic challenge

o (market analysis, customer profile, product challenges and response, challenges)

Campaign goals and objectives

o Include compelling data (quantitative / qualitative) regarding behaviour objectives and expected results.

Campaign execution strategy

o What is the strategy? How is the strategy driven by consumer insight or channel insight or marketplace / brand opportunity? How does this address the strategic challenge?

The ‘big idea’

o 25 words or less

How was the campaign ‘brought to life’

o Describe the rationale for the communications strategy, how the idea addresses the campaign objectives, choice of media vehicles including creative and media strategies)

o Not more than three A4 pages

Students are required to collaborate in pairs during class to complete this task.


Assessment 2: Group project and presentation (Supplied week 2 / due: week 12)

This group assessment task requires students to research and analyse an advertising brief, prepare a pre-testing strategy and analysis report for the advertising campaign, and conduct a 10 to 15-minute presentation.

Pre-campaign analysis of a detailed advertising brief for a product or service

o List and describe the product / service (including SWOT)

o Describe the market analysis (including competitors)

o List and describe target audience profile

o List Campaign objectives, expected outcomes and targets

o List anticipated campaign budget constraints

o List and describe creative considerations

o List and describe legal and ethical considerations

Recommend pilot / testing opportunities of creative and media (appropriate testing methods, tools etc to conduct an analysis of the results)

o Assess and recommend pre-campaign testing options based on the advertising brief

 Range of testing, data collection and measurement methods

o Assess and recommend data collection methods for analysis

Use the pilot results and creative brief to recommend campaign amendments or alternatives

o Analysis and report on the pilot findings against campaign objectives

o Provide recommendations regarding campaign amendments based on the Advertising Brief and pilot results.

o Provide examples of techniques for evaluating advertising effectiveness as per selected media vehicles and target audience

o Present the finding in a 10 to 15 minute presentation.

Report submission and presentation format is at the discretion of the group (this must be discussed and agreed by the teacher prior to commencing), and the content must cover all criteria as listed above.


• Results provided in week 14, and re-submissions due in week 16.

Assessment 3: Individual Test (Supplied week 15 / Due: week 15)

This assessment will focus on the student’s knowledge and understanding of content from the weekly lectures via a written test (online, self-marking).
 

Students are required to complete a max of 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.
(List the assessments ,when due in and any details for all three assessments – take this from your LAT ) For example:
i.e: Assessment Task 1 Requirements Report (Due in class Week 5)
In pairs, students are to decide upon a business or idea for which there is a need for new e-marketing communications including a website and electronic advertisements to convey marketing communications consistent with the organisations marketing objectives. Students can choose to develop the website/advertisements for a real client, …..
They are then to produce a detailed requirements report covering the business needs and to make appropriate recommendations for a new website to be used as part of the organisation’s e-marketing communications….etc
MUST INCLUDE: (insert these words)
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Format:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.

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. Cover sheets for submission of work is available from the Student forms website.
Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.
 


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.

Other Information

Submission Requirements

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://rmit.edu.au/browse;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 on blackboard

• 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. For example, Julie Macpherson, 324567, Task 2, Conduct Pre Campaign Testing, Page 1 of 10.


Marking Guide (competency):

Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Please refer to the Final Grades table below.

Marking Guide (Grading)

After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

The grading is according to the following criteria:

• LEVEL OF INDEPENDENCE, INITIATIVE, ENTERPRISE AND PERFORMANCE OF WORK TASK

We are looking for a high level of ability to complete all tasks independently or in groups as per the specifications as well as demonstrating a high level of initiative in your approach to developing and maintaining an advertising campaign

• DEMONSTRATED BREADTH OF UNDERPINNING KNOWLEDGE AND A WILLINGNESS TO CONTINUE LEARNING

We are looking for depth of understanding of the key concepts and knowledge required in managing an advertising account. You should be able to demonstrate a thorough understanding of all applicable laws to the industry

• TECHNIQUES & PROCESSES, TECHNOLOGY SKILLS AND PROBLEM SOLVING

We are looking for appropriate use of technology to assist in presenting all tasks clearly and suitable for the intended audience. You also need to show an understanding of the kinds of problems that can arise in managing the advertising process and how these might be addressed.

• WORK ORGANISATION, PLANNING AND SELF MANAGEMENT

We expect to see ongoing uploading of information into Pebble Pad that is relevant to the unit, full utilisation of Pebble Pad and Blackboard as per course requirements and timely submission of all required assessment tasks.


• COMMUNICATION, PEOPLE NETWORKING, LANGUAGE AND INTERPERSONAL SKILLS AND TEAMWORK

We expect to see contributions to relevant discussions and scheduled Collaborate sessions. In addition your tasks should demonstrate a very good understanding of strategies for a collaborative approach to advertising management in the workplace.

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Course Overview: Access Course Overview