Unit of competency Outline
Date retreived
22/07/2026 8:26 PM AWST
22/07/2026 8:26 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Evaluate campaign effectiveness
Evaluate campaign effectiveness
Unit of competency
National Code
BSBADV605B
BSBADV605B
State Code
D0571
D0571
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
10/07/2014
Field of Education
080507 - Advertising
Original Release Date
10/07/2014
Nominal Hours
60
Description
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.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
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
- 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
2. Implement campaign evaluation strategy
- 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
3. Utilise advertising effectiveness data
- 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
RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Measurements may include:
affective tests
awareness studies
cognitive tests
conative tests
consumer juries
consumer take-away
controlled store testing
headline testing
inquiry measurement
physiological tests
ratings
readership tests
recall tests
related recall
retail audit
sales analysis
simulated test market (STM)
split cable testing
split scan system
split-run tests
theatre tests
tracking study
Elements of the advertising campaign may include:
campaign launch
creative materials
expenditure against budget
finished advertisement
purchase of advertising media
research
Legal and ethical standards may include:
codes of practice such as those issued by:
Advertising Federation of Australia
Australian Communications and Media Authority
Australian Competition and Consumer Commission
Australian Performing Right Association
Commercial Radio Australia
Free TV Australia
cultural expectations and influences
ethical principles
legislation
policies and guidelines
regulations
social responsibilities such as protection of children, environmental issues
societal expectations
standards relating to:
children
comparative advertising
culturally diverse groups
linguistically diverse groups
subliminal advertising
the use of sex in advertising
truth in advertising
women
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Measurements may include:
affective tests
awareness studies
cognitive tests
conative tests
consumer juries
consumer take-away
controlled store testing
headline testing
inquiry measurement
physiological tests
ratings
readership tests
recall tests
related recall
retail audit
sales analysis
simulated test market (STM)
split cable testing
split scan system
split-run tests
theatre tests
tracking study
Elements of the advertising campaign may include:
campaign launch
creative materials
expenditure against budget
finished advertisement
purchase of advertising media
research
Legal and ethical standards may include:
codes of practice such as those issued by:
Advertising Federation of Australia
Australian Communications and Media Authority
Australian Competition and Consumer Commission
Australian Performing Right Association
Commercial Radio Australia
Free TV Australia
cultural expectations and influences
ethical principles
legislation
policies and guidelines
regulations
social responsibilities such as protection of children, environmental issues
societal expectations
standards relating to:
children
comparative advertising
culturally diverse groups
linguistically diverse groups
subliminal advertising
the use of sex in advertising
truth in advertising
women
EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
development and implementation of a campaign evaluation strategy for at least one advertising campaign
analysis of evaluation data to make recommendations for improvement on future campaigns.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to office equipment and resources
access to advertising, creative and media briefs, and media plans.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
analysis of responses to case studies and scenarios
assessment of reports detailing campaign evaluation activities
demonstration of evaluation techniques for an advertising campaign
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of campaign performance
oral or written questioning to assess knowledge of techniques for evaluating advertising effectiveness and managing campaign contingencies
review of problems defined to be addressed in the next planning phase.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV602B Develop an advertising campaign
BSBADV604B Execute an advertising campaign.
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
development and implementation of a campaign evaluation strategy for at least one advertising campaign
analysis of evaluation data to make recommendations for improvement on future campaigns.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to office equipment and resources
access to advertising, creative and media briefs, and media plans.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
analysis of responses to case studies and scenarios
assessment of reports detailing campaign evaluation activities
demonstration of evaluation techniques for an advertising campaign
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of campaign performance
oral or written questioning to assess knowledge of techniques for evaluating advertising effectiveness and managing campaign contingencies
review of problems defined to be addressed in the next planning phase.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV602B Develop an advertising campaign
BSBADV604B Execute an advertising campaign.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AUH80 | BSBADV605 | Evaluate campaign effectiveness | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D181 | BSB60107 | Advanced Diploma of Advertising | Qualification |
| W906 | BSB60110 | Advanced Diploma of Advertising | Qualification |
| D163 | BSB50107 | Diploma of Advertising | Qualification |
| D182 | BSB60207 | Advanced Diploma of Business | Qualification |
| D207 | CUF60107 | Advanced Diploma of Screen and Media | Qualification |