Course Title: Conduct pre-campaign testing

Part B: Course Detail

Teaching Period: Term1 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

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 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:

1.1 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:

2.1 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:

3.1 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

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 8 Introduction to the course
What do we want the advertising to do
 
 2 Feb 15 Business strategy and advertising objectives 
 3 Feb 22 Advertising Testing 
 4 Feb 29 Case Study - advertising effectiveness 
 5 Mar 7 Advertising Planning 
 6 Mar 14 Finalising Assessment 1 Assessment 1 due
 7a Mar 21 Campaign Testing
Guest Speaker (TBC)
 
 24th-30th March  
7bMar 28  
 8 Apr 4 Pre-campaign testing methods, techniques and alternatives for evaluating effectiveness 
 9 Apr 11 Pre Skills practice
Legal and regulatory
 
 10 Apr 18Information collections and the advertising brief, report writing 
 11 Apr 25 Pre Campaign testing group workshop 
 12 May 2 Finalising assessment 2Assessment 2 due 
 13 May 9 Legal and ethical considerations 
 14 May 16 Legal and ethical considerations 
 15 May 23Assessment 3 In Class Test
Assessment resubmission and feedback
Assessment 3 MANDATORY CLASS 
 16 May 30 Assessment Resubmission and feedback 


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

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