Course Title: Conduct precampaign testing

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5813C

Course Title: Conduct precampaign testing

School: 650T Vocational Business Education

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
email: 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:

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:

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:

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

A range of practical activities, case studies and class discussion as well as work relevant assessments will be applied in this course.


Teaching Schedule

Weekw/cTopicAssessment
 1 Feb 9 Introduction to the course
What do we want the advertising to do
 
 2 Feb 16 Business strategy and advertising objectives 
 3 Feb 23 Advertising Testing 
 4 Mar 2 Case Study - advertising effectiveness 
 5 Mar 9 Advertising Planning 
 6 Mar 16 Finalising Assessment 1 Assessment 1 due
 7 Mar 23 Campaign Testing
Guest Speaker (TBC)
 
 8 Mar 30 Pre-campaign testing methods, techniques and alternatives for evaluating effectiveness 
 9 Apr 13 Pre Skills practice
Legal and regulatory
 
 10 Apr 20Information collections and the advertising brief, report writing 
 11 Apr 27 Pre Campaign testing group workshop 
 12 May 4 Finalising assessment 2Assessment 2 due 
 13 May 11 Legal and ethical considerations 
 14 May 18 Legal and ethical considerations 
 15 May 25Assessment 3 In Class Test
Assessment resubmission and feedback
Assessment 3 MANDATORY CLASS 
 16 Jun 1 Assessment Resubmission and feedback 


Learning Resources

Prescribed Texts


References


Other Resources


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

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

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.

Course Overview: Access Course Overview