Course Title: Evaluate campaign effectiveness

Part B: Course Detail

Teaching Period: Term1 2014

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:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Joseph Matthews

joseph.matthews@rmit.edu.au

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

None

Course Description

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

Element:

2. Implement campaign evaluation strategy

Performance Criteria:

2.1. Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget
2.2 Evaluate the media program to determine performance against the media plan objectives
2.3. Evaluate the creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement
2.4. Evaluate the interactive effect of all the elements in the advertising campaign to determine the overall effectiveness of the advertising campaign
 

Element:

3. Utilise advertising effectiveness data

Performance Criteria:

3.1 Use the results of evaluations of advertising effectiveness in the analysis and planning phase for subsequent advertising
3.2. Use expenditure information to improve the budget planning process
3.3 Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy
3.4. Use media performance information to determine whether alternative media approaches would yield better results
3.5. Use differences between planned and actual accomplishments to define problems to be addressed in the next planning phase
 

Element:

1. Develop a campaign evaluation strategy

Performance Criteria:

1.1. Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
1.2 Establish a strategy which contains specific performance standards for each element of the advertising campaign as well as the overall outcome
1.3. Ensure the strategy includes the evaluation of the legal and ethical standards acceptable for the advertisement/s
1.4 Include processes in the strategy for correcting advertisement/s that do not meet legal and ethical standards
 


Learning Outcomes


 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

Students are required to successfully complete 3 assessment tasks.


Teaching Schedule

Week  w/c  Date                 Topic                                                                       Assessment                     
1Feb 10 Induction / Introduction 1
2Feb 17 Campaign implementation planning & monitoring 1
3Feb 24 Campaign implementation planning & monitoring 1
4Mar 3 Negotiating media contracts 1
5Mar 10 Guest speaker (TBC) 1
6Mar 17 Assessment Task 1 1
7Mar 24 Campaign evaluation - Media contracts & guarantees 2
8Mar 31 Campaign monitoring, evaluation of performance and reporting 2
9April 07 Legal and ethical considerations in the advertising industry 3
10April 14 Guest speaker – Industry engagement (TBC) 2
11April 28 Legal and ethical considerations in the advertising industry 3
12May 5 Project / Presentation workshop 2
13May 12 Assessment Task 2 due: Project / Group presentations 2
14May 19 Assessment Task 3 - Test 3
15May 26 Assessment Task 2 re-submission due 2
16June 1 Interviews / Assessment feedback / Resubmission as required 2


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

This course is delivered and assessed in conjunction with RMIT course code MKTG5825C - Execute an advertising campaign (BSBADV604B)

All tasks must successfully be completed to be deemed competent in this unit.

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

Assessment Task 1: Case Study Analysis

  • Due week 6, w/c March 17)

This is an assessment task with one other student (ie pairs).

This assessment task requires students to read and analyse a Case Study (provided) and:
• Identify an appropriate target audience
• Recommend 4 media vehicles and provide a rationale for the selection of each media vehicle
• Provide a measure for evaluating the effectiveness of each media vehicle
• Complete a risk analysis for the media selection listing at least 4 risks and contingencies.
 

Students are required to collaborate and complete the tasks in pairs, and complete the task during class time.
 

Assessment Task 2: Group Project (supplied week 2)

• Report and presentation due week 13, and re-submissions due in week 15.

This group assessment task requires students to research an advertising brief and develop a campaign execution and evaluation strategy based on the advertising objectives and the brief.

The group is also required to make a summary presentation (10 to 15-minutes) of their campaign execution and evaluation strategy as part of their assessment task.

Strategy submission and presentation format is at the discretion of the group (this must be discussed and agreed by the teacher prior to commencing) however it must be prepared and consolidated in a format and manner that is suitable to provide the advertising ‘client’, including references to all source data and/or methodology and materials included.

Students are required to submit their campaign and evaluation strategy and presentation for assessment. The group must consist of no more than 5 students.

The campaign execution and evaluation strategy must consist of the following elements:

• Execution: Development of an advertising campaign implementation strategy
o Inclusive of media vehicles, advertising positions, and pricing based on the advertising objectives
o Planning process
o Campaign monitoring methods, contingency factors, corrective actions
o Media guarantees and contractual considerations

• Evaluation: Development of an advertising campaign evaluation strategy
o Evaluation planning methods and techniques regarding performance against the advertising objectives, campaign brief and contractual obligations
o Methods of data analysis of to make recommendations for improvement of future campaigns
o Reporting format and content

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

The project is a group assessment task.

  
Assessment Task 3: Test

  • week 14

This assessment will focus on the student’s knowledge and understanding of content from the weekly lectures via a written test relating to legal and ethical requirements of the advertising industry.

The test is an individual assessment task.


 

 

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