Course Title: Evaluate campaign effectiveness
Part B: Course Detail
Teaching Period: Term1 2013
Course Code: MKTG5826C
Course Title: Evaluate campaign effectiveness
School: 650T TAFE Business
Campus: City Campus
Program: C6116 - Advanced Diploma of Advertising
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Office: 9925 5486
Mobile: 0412 715 222
Nominal Hours: 60
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
This unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBADV605B Evaluate campaign effectiveness
1. Develop a campaign evaluation strategy
1.1. Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
2. Implement campaign evaluation strategy
2.1. Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget
3. Utilise advertising effectiveness data
3.1. Use the results of evaluations of advertising effectiveness in the analysis and planning phase for subsequent advertising
This unit describes the performance outcomes, skills and knowledge required to develop and implement a campaign evaluation strategy to determine whether advertising objectives have been attained.
Details of Learning Activities
Work Integrated Learning projects
This course is delivered and assessed in conjunction with RMIT Course Code: MKTG 5826C Execute an Advertising Campaign
Course introduction and overview
Blackboard overview RMIT policy overview
First assignment activity and learning - CONSUMER BEHAVIOUR BENCHMARKS
First assignment activity and learning - CREATIVE APPEAL BENCHMARKS
CONSUMER BEHAVIOUR AND CREATIVE APPEAL BENCHMARKS - continued
Grey Advertising Work INtegrated Learning project brief
Students split into agency groups
CONFERENCE REPORTS AND WIPs AGENDAS AND REPORTS
WEEK 7: (Easter break 28/3-3/4 inclusive)
JOB BAGS AND JOB BAG COVER SHEETS
KEY NO. REGISTER and MEDIA AUTHORIZATIONS
AN EVALUATION PLAN
REVIEW OF EXECUTION OF AN ADVERTISING CAMPAIGN COMPONENTS
COMPLETION OF ASSIGNMENT COMPONENTS AND ASSIGNMENT HAND IN
RESUBMISSION/RESITS IF NECESSARY
FINALIZATION OF RESULTS AND SEMESTER END
More detailed assessment sheets for each assessment task will be dissememinated throughout course delivery.
Submission requirements: All assessment tasks need to be submitted via Blackboard
• Ensure 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=Is0ydfokry9rz 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 an Assignment Cover Sheet that includes a declaration and statement of authorship. You must complete, sign and submit an Assignment Cover Sheet with all work you submit for assessment, whether individual or group work. On the Assignment Cover Sheet you declare that the work you are presenting for assessment is your own work. An Assignment Cover Sheet for submission of work is available from the Student Forms website.
• Each page of your assessment should include a 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, OHS2345C, Ensure Safety in the Workplace, Page 1 of 10.
No prescribed text
Advertising agency documents/templates Past student work
Other research sources as prescribed by teacher
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.
MKTG 5826C Execute an Advertising Campaign (BSBADV604B)
MKTG 5825C Evaluate Campaign Effectiveness (BSBADV605B)
These courses are taught together and are timetabled accordingly.
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
• Evaluation Summary
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.
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.
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