Course Title: Execute an advertising campaign

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5825C

Course Title: Execute an advertising campaign

School: 650T TAFE Business

Campus: City Campus

Program: C6091 - Advanced Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Tony Lorkin

Office phone: 9925 5486

Mobile: 0412 715 222


Consultation TImes;

Tuesdays from 2.30 pm by aqppointment

Nominal Hours: 70

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 describes the performance outcomes, skills and knowledge required to coordinate and monitor the implementation of an advertising campaign. This unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.

If you are undertaking this course in Melbourne from semester 2, 2012 onward your class will be held in a device-equipped teaching space. Each student group will have access to a laptop. It is however recommended that you have access to a mobile computing device to allow greater flexibility in terms of where you can work on campus both in and outside class times.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV604B Execute an advertising campaign


1. Develop an implementation strategy

Performance Criteria:

1.1 Analyse the creative brief and media plan, and determine factors affecting implementation of the campaign
1.2 Ensure the strategy outlines implementation tasks and timelines, and includes a contingency plan for dealing with omissions and errors


2. Negotiate media contracts

Performance Criteria:

2.1 Confirm the media plan and budget for implementation with the client
2.2 Negotiate advertisement positions and price with each media vehicle in accordance with the client’s requirements
2.3 Negotiate and agree on contingency factors and solutions with the media representative
2.4 Establish media contracts that meet legal and ethical requirements, and the requirements of the advertising campaign brief and schedule


3. Monitor the advertising campaign

Performance Criteria:

3.1 Evaluate media performance against the conditions of the contract, and identify and analyse any variations
3.2 Apply the provisions of media guarantees and make adjustments to media schedules if necessary

Learning Outcomes

Details of Learning Activities

Lectures following by intensive tutorial ’work in practice’ sessions and assignment work

Guest speakers

Teaching Schedule

Week 1:

Course Introduction and assessment overview

Week 2:

Consumer Behaviour Benchmarks and how to recognise them through research exercises

Week 3:

Creative appeal benchmarks and how to recognise them - rationale/logical

Week 4:

Creative appeal benchmarks and how to recognise them - emotional

Week 5:

Campaign execution activities - Conference Reporting/Work In Progress Reporting

Week 6:

How to develop a Key No. Register to track the various jobs in executing the campaign

Week 7:

How to develop a Production Plan in executing the campaign..........Client Brief from Grey Advertising delivered

Assignment 1 due 5 pm August 17

Week 8:

How to develop a Media Brief in executing the campaign

Week 9:

How to develop a Job Bag/Job Bag Cover Sheet system in executing the campaign

Week 10:

How the Job Bag system impacts on Client Invoicing and agency profit in the execution of the campaign

Week 11:

How to develop Client Invoices and their impact on agency profit in the execution of the campaign

Week 12:

Execution activities and how they apply to the Grey Brief

Week 13:

Execution activities and how they apply to the Grey Brief

Week 14:

Execution activities and how they apply to the Grey Brief

Week 15:

Execution activities and how they apply to the Grey Brief

Week 16:

Assignment 2 .........Student Group presentations at Grey Advertising in response to the Grey Brief

Learning Resources

Prescribed Texts


Other Resources

Lecture Notes and practical tutorial exercises

Overview of Assessment

The student 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 and may include: 

• direct observation of actual and simulated work practice
• oral or written questioning
• tests
• assignments and projects
• presentation of a portfolio of evidence which may compromise documents, and/or photographs and/or video and audio files
• review of products produced through work-based or course activities
• third-party feedback from a work supervisor/employer

Assessment Tasks

MKTG 5826C Execute an Advertising Campaign (BSBADV604B)

MKTG 5825C Evaluate Campaign Effectiveness (BSBADV605B)

These courses are taught in consultation with each other and are timetabled accordingly.

Assignment 1:
Element 2: Implement campaign evaluation strategy

Students will choose a prominent recent advertising campaign (verified by lecturer) and write a comprehensive evaluation report on the campaign’s effectiveness from the context of:

• Recognisable consumer behaviour benchmarks.
• Recognisable creative appeal benchmarks.

The report will be completed as an individual assignment of approximately 3,000 words and be presented professionally to boardroom presentation level.

Suggested headings for the report could (not must) be adopted along the following format:

• Themed front cover
• Contents page
• Executive Summary
• Descriptive outline of chosen campaign
• Selection of campaign advertising examples
• Assumed campaign objectives
• Consumer Behaviour Benchmarks
- Sensory stimuli ….sight, smell, touch, taste or sound.
- Cognitive organization….visualizing or understanding what the product/service promises
- Reactionary response mechanisms
- Selective perception techniques
- Subliminal persuasion techniques
Creative Appeal benchmarks
- Rational/Logical
- Emotional
• Evaluation Summary

Assignment 2:
Element 1: Develop a campaign implementation strategy.
Element 3: Utilise advertising effectiveness data

Using The Grey Advertising WIL project (brief delivered by Grey Advertising in week 5), students in agency groups will do a proposed evaluation plan that will be included in their Grey project response.

The plan will put into place a series of signposts to measure the effectiveness of things such as the cumulative positive/negative affect on the brand; monitoring sales enquiries; sales; surveying customers; internet advertisement tracking, etc.

Each individual student will have input into the group plan and be verified by a Peer Assessment Declaration where colleague students will countersign for their group members for a satisfactory level of involvement in the group plan.




Assignment 3:
Element 1: Develop an implementation strategy
Element 2: Negotiate media contracts
Element 3: Monitor the advertising campaign

Using the Grey Advertising WIL project, students in agency groups will complete a series of activities in the hypothetical execution of the project.

The elements included in this suite of execution activities include:

• Key No. register
• Media brief
• Media authorizations
• Conference reports
• Work in progress meetings agendas and minutes
• Production plan
• Client invoices

Each element will be produced as a separate piece and collated into a single overall assignment document.
Once again a Peer Assessment Declaration will be included to verify individual student involvement in the various aspects of the assignment.

Assessment Matrix

Refer to BTS Learning and Assessment tool, available on request from teacher.

Course Overview: Access Course Overview