Unit of competency Outline

Date retreived
24/07/2026 7:36 AM AWST

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Develop an advertising campaign

Develop an advertising campaign

Unit of competency
National Code
BSBADV602B
State Code
D0568
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
10/03/2009
View on TGA
State Implementation and Classification
Approved Date
10/07/2014
Field of Education
080507 - Advertising
Original Release Date
10/07/2014
Nominal Hours
80
Description
This unit describes the performance outcomes, skills and knowledge required to determine key objectives and to develop an advertising campaign to optimise product or service market performance in response to an advertising brief.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Define campaign objectives
  • 1.1. Clarify the advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign
  • 1.2. State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish
  • 1.3. Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors
  • 1.4. Ensure campaign objectives take into consideration factors which may affect consumer responses
  • 1.5. Ensure campaign objectives meet legal and ethical requirements
2. Prepare an advertising budget
  • 2.1. Assess and specify research resource requirements for the advertising campaign
  • 2.2. Assess and specify resource requirements for a range of media options, creative and production services
  • 2.3. Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives
  • 2.4. Ensure the overall budget meets the requirements of the advertising brief
3. Develop a schedule for proposed advertising activities
  • 3.1. Confirm the campaign length and timing from the advertising brief
  • 3.2. Identify service providers with the required expertise and negotiate their costs and availability
  • 3.3. Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements
  • 3.4. Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives
  • 3.5. Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule
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.
Objectives for the advertising campaign may include:
changing attitudes
increasing awareness of a product, service, brand or idea
increasing knowledge about a product or service
increasing response to a product or service from a particular demographic group
reinforce positive disposition to a brand
Factors which may affect consumer responses may include:
affluency
age
culture
disability
gender
lifestyle
marital status
values
Legal and ethical requirements 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
Research resource requirements may include:
attitude surveys
desktop research
experiments or market testing on a segment of the market
group interviews
indirect research such as depth or focus group interviews, projective questioning, association tests
interviews (face-to-face and telephone)
observation
panel research
questionnaires
quota sampling
retail audits (to determine brand share)
sampling
specialised research such as 'mystery shoppers'
surveys
Media options may include:
aerial advertising
billboards
cable and satellite television
cinema
direct mail
direct response
exhibitions and trade fairs
podcast
point-of-sale
radio
sales literature
sales promotion
sponsorship
television
the press
video
video games
videotext
Creative and production services may include:
artist/illustrator
camera person
copywriter
director
film maker
graphic designer
lighting technician
musicians
performers
photographer
presenter
printer
producer
sound technician
special effects practitioner
stunt people
voice over
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 of at least one advertising campaign which meets the advertiser's purpose and objectives as specified in the advertising brief and contains:
specified timelines for task completion
resource requirements
budgetary allocations.
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 an advertising brief.
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 advertising campaign activities and project plans
demonstration of project management techniques to develop 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 and execution of campaign plans
oral or written questioning to assess knowledge of principles and purposes of advertising, consumer behaviour and influences on buyer behaviour
review of advertising budget and advertising schedule.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV604B Execute an advertising campaign
BSBADV605B Evaluate campaign effectiveness.
Replaced By
State Code National Code Title Type
AUH37 BSBADV602 Develop an advertising campaign Unit of competency