Assessor Resource

BSBMKG410A
Test direct marketing activities

Assessment tool

Version 1.0
Issue Date: May 2024


This unit applies to individuals working in a marketing assistant or account manager role who are required to design and test direct marketing activities in relation to a product or service. They may work in small, medium or large enterprises in a variety of industries and typically undertake controlled experiments to test direct marketing activities before designing and implementing the activity. The results of such testing can be analysed to predict the likely success of the proposed direct marketing activities.

Direct marketing experiments may include testing the offer, media, communication, timing or response components of direct marketing activities.

This unit describes the performance outcomes, skills and knowledge required to design, construct and implement a direct marketing test program, analyse its outcomes, and act upon its findings in order to increase the likely success of direct marketing activities.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Employability Skills

This unit contains employability skills.



Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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:

isolating and selecting a direct response offer component to be tested

creating and testing a range of hypotheses

conducting and re-running tests on offer components until a satisfactory outcome has been reached

knowledge of relevant legislation.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources.

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 written reports on testing activities

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 testing results

oral or written questioning to assess knowledge of statistical techniques

review of test design.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other marketing units.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

information management skills to record, collate and transfer test results

numeracy skills to interpret and analyse statistical information

research and data collection skills to design and analyse tests of direct marketing offer components and direct marketing activities

technology skills to use a range of office equipment and computers; and to use a range of statistical software applications, including databases, spreadsheets and specialist statistical programs relevant to marketing.

Required knowledge

overview of key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations, such as:

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Conduct and 'Do Not Mail' and 'Do Not Call'service register

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

sweepstakes regulations

Trade Practices Act

marketing communication concepts and processes

media options

statistical methods, tests, and techniques for measurement and analysis

software applications used in direct marketing.

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.

Testable components may include:

communication components such as:

copy proposition, content, style, tone and personalisation

art direction

production values

offer components such as:

product or service being offered

additional products or services attached to the offer

guarantees or warranties

entry into a prize draw

media components such as:

type of medium

specific media channels

appearance within a media channel

response components such as:

response media selected

response form characteristics

timing components such as:

date

day of the week

time of day

frequency of repetition

time gap between primary and secondary communications

Appropriate testing methods may include:

nth record

split record

rotation

segmentation

Media may include:

cable or satellite television

email

fax

free-to-air television

phone

print

website

Media components may include:

specific channels within a medium such as:

list segments

lists

programs

specific publications

appearance within a specific channel such as:

duration

during ad break

size

on which program

Appropriate testing actions may include those for:

null results in which the hypothesis is neither accepted or denied:

re-running the test with larger test cells

designing a new test for the same hypothesis

designing a new test

positive results in which the hypothesis is accepted:

adopting the winning cell as the new test control

negative results in which the hypothesis is denied:

continuing with current control cells

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Establish rationale for conducting tests on direct marketing activities 
Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components 
Evaluate and select appropriate testing methods for media being used and media component being tested 
Create a range of hypotheses to be tested 
Formulate a number of possible scenarios expected at conclusion of test 
Select minimum and maximum number of test cells 
Define control cells and establish a method to identify all responses by cell of origin 
Establish minimum significance variance in response 
Apply test to selected offer components 
Use statistical techniques to analyse results 
Determine whether test results provide a null, positive or negative result in relation to each hypothesis 
Determine appropriate testing actions for results obtained 
Refine, modify or change direct response offer components in accordance with testing results until final offer is created 
Document and visually present testing results in format specified by organisational policies and procedures 

Forms

Assessment Cover Sheet

BSBMKG410A - Test direct marketing activities
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

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Assessment Record Sheet

BSBMKG410A - Test direct marketing activities

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: