Course Title: Evaluate campaign effectiveness

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5826C

Course Title: Evaluate campaign effectiveness

School: 650T Vocational Business Education

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

Katie Crandon
Ph: + 61 3 9925 5175
Email: Katie.crandon@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:

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
 

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
 


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 will participate in a range of activities designed to enhance learning. A combination of face to face teacher/student and self discovery deliveries and a real world work placement project. Other activities outside of the timetable will be allocated throughout the semester.


Teaching Schedule

 

This course is co delivered and co-assessed with MKTG5825C Execute an Advertising Campaign (BSBADV604B)

This course will be condensed in it’s delivery format and will run in conjunction with course MKTG5824C Develop an Advertising Campaign (BSBADV602B). Students will use the same client, campaign and groups they have developed in subject MKTG5824C Develop an Advertising Campaign to carry across into subjects MKTG5825C Execute an Advertising Campaign /  MKTG5826C Evaluate Campaign Effectiveness. The weeks are divided into a condensed format of 6 hours delivery per week, and divided into Week a (3hours delivery) and Week b (3 hours delivery).

Develop an Advertising Campaign - Week 1 - 8b - 6 hours per week

Execute an Advertising Campaign / Evaluate Campaign Effectiveness - Week 9 - 16b - 6 hours per week

 

WeekWeek CommencingTopicsAssessment
Develop an Advertising Campaign - Condensed Timetable
1a9/2/15Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide
Grading, Plagiarism, Appeals, Extensions, Feedback, Submission requirements –Resubmission policy – Course support documents –
Online learning environment –Where to get support - Student study support details
Pre-Training Review

Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled

Overview of developing an advertising campaign/ Assessment
 

 
1b9/2/15Behind the Scenes of an Advertising Campaign 
2a16/2/15The Importance of Understanding a Client Brief 
2b16/2/15

The Client Pitch – Grey’s Ad Agency

Compulsory Attendance

Pit Stop Meeting
3a23/2/15

Developing the Campaign

Compulsory Attendance

Pit Stop Meeting
3b23/2/15Advertising Suit Secrets 
4a2/3/15The Campaign Course – Part 1 
4b2/3/15The Campaign Course – Part 2 
5a9/3/15Interactive Group Workshop 
5b9/3/15

Determine the Creative Concept

Compulsory Attendance

Assessment 1 Due
6a16/3/15Creative Concepts – Part A 
6b16/3/15

Creative Concepts – Part B

Compulsory Attendance

Pit Stop Meeting
7a23/3/15Sourcing Suppliers/ Number crunching and budgets 
7b30/3/15

Interactive Workshop

Compulsory Attendance

Pit Stop

Meeting

8a/ 8b6/4/15Interactive Workshop 
Execute an Advertising Campaign /Evaluate Campaign Effectiveness
9a 13/4/15Execute an Advertising Campaign 
9b13/4/15Understanding Media Platforms 
10a20/4/15What’s working, what’s not working! - Evaluate Campaign effectiveness 
10b20/4/15

Execute Advertising Campaign

Compulsory Attendance

Pit Stop Meeting
11a 27/4/15

The Pitch – Grey’s – 30mins per group -Compulsory Attendance

Assessment 3
11b27/4/15The Pitch – Grey’s – 30mins per group -Compulsory Attendance
Assessment 3
12a 4/5/15

Grey’s Feedback to The Pitch Presentations. Groups will be given feedback on their campaigns

Compulsory Attendance

 
12b4/5/15

Interactive Workshop

Compulsory Attendance

 Pit stop meeting
13a11/5/15Future of Analytics 
13b 11/5/15Showcase of Creative  
14a 18/5/15Campaign evaluation - Media contracts & guarantees 
14b 18/5/15

Campaign monitoring - evaluation of performance and reporting

Compulsory Attendance

Assessment 3 - Self Peer Assessment
15a 25/5/15Advertising Industry Guest Speakers 
15b 25/5/15Interactive Workshop 
16a/b 1/6/15Resubmissions & Feedback 


Learning Resources

Prescribed Texts


References


Other Resources

There is no additional text for this subject.


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

Students are required to execute and evaluate the advertising campaign they developed in subject BSBADV602B Develop an advertising campaign. Working in their advertising groups (maximum of 4) students will work together in executing their advertising campaign on their nominated client and evaluating the campaign effectiveness. The Assessment will form two parts and will be in the form of a verbal presentation with supporting written report. The verbal presentation will form part of a formal pitch process to Grey’s Ad Agency that includes elements from Develop an Advertising Campaign.

Assessment 1- (Part B): Execute the Advertising Campaign/ Evaluate Campaign Effectiveness Verbal Group Assignment – Week 11. Compulsory Attendance of all group members at Grey’s Advertising Agency at Richmond
 Students are required to verbally present and demonstrate their Media Strategy/ Promotional Plan & Budget
- Media strategy and/ or promotional plan with a rationale behind media / promotional choices in correspondence with the target audiences
- Media Negotiations/ Conversations/ Evidence of research in reference to advertising positions relevant to the media vehicle
- Production schedule that confirms the media/ promotional plan, deadlines and budget in terms of expenditure with media or external suppliers
- Students to demonstrate legal and ethical requirements surrounding the campaign.

Students are required to verbally present the Creative Concepts. This can include 3 pieces of creative materials that supports the media & promotional plan.
- Pieces could include advertisements or pieces such as print ad, face book advertisement, ad words campaign, banner advertisement etc
- Sales promotions, point of sale pieces, newsletters, logo designs
- Each creative piece needs to have a rationale behind the creative concept
- Each creative piece needs to demonstrate and follow legal and ethical requirements.
- Contingency plan that identifies any difficulties and solutions with media representative

An electronic copy of the presentation is to be uploaded on Blackboard in Week 11 and a hard copy to be left with Grey’s advertising agency.

 Assessment 2 - Written Report, 1500 words plus copy of slides presented at Grey’s. – Week 15b - Individual

Students are required to submit a written report that supports the verbal presentation (Week 11) and includes a media strategy, evidence of conversations, negotiations which could be rate cards, quotes relevant to the media vehicle. Creative concepts are to be submitted electronically with rationale and adjustments made according to Grey’s feedback. A contingency plan based on the campaign presented. Students are required to submit an evaluation strategy on the campaign presented and a summary of measurement techniques to show how they will measure the campaign’ effectiveness and relate these back to the campaign objectives.

Students are to focus on how they will establish an evaluation strategy on the campaign presented and will include elements such as:
• Specific performance standards for each element of the advertising campaign
• How to measure effectiveness and performance strategy’s
• Interpret the performance data and feedback of the campaign and apply this for future planning in relation to creative content, execution and media choices and make adjustments/ improvements/ highlights where necessary.
• Overall reflection of the campaign, executing the campaign and learning’s from the campaign.
• Demonstrate the ability to interpret the importance of effectiveness data, feedback, performance information and apply this to future advertising executions and planning phases for future campaigns.

Students to provide a reflection of the overall campaign and adjustments where necessary based on Grey’s feedback.

Assessment 3 - Peer Assessment Report /Pit Stops – Week 10b, 12b

Students are required to attend Pit Stop meetings throughout the semester, Students are also required to submit peer assessment reports that will be used to promote learning collaborative skills through generating awareness of what constitutes good group work, evaluating others according to set criteria and this will be used to overcome potential inequities of equal marks for unequal contributions. Group work in advertising agencies are common practice and this type of assessment relates to employability skills that students will require in the advertising industry.Working as a team requires operational rules to which everyone must agree. The groups will be set up as advertising agencies and as a member of this agency the student’s participation and cooperation is important to the team’s success and grade. Students are asked to evaluate their peers and contribution to the group presentation and submit their pit stop progress reports. The peer assessment report will occur during class 14b.

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.

Other Information

This course will be condensed in regards to the delivery format and will run alongside course Develop an advertising campaign. Students will use the same client, campaign and groups they have developed in subject Develop an Advertising Campaign to carry across into subjects Execute an Advertising Campaign / Evaluate Campaign Effectiveness (clustered subject). Weeks will be divided into a condensed format of 6 hours delivery per week, and divided into Week 1a (3hours delivery) and Week 1b (3 hours delivery).

Course Overview: Access Course Overview