BSBADV511A - Evaluate and recommend advertising media options

BSBADV511A
Evaluate and recommend advertising media options

This unit describes the performance outcomes, skills and knowledge required to identify and evaluate the range of advertising and promotional media to recommend single and multiple media strategies.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.This unit describes the performance outcomes, skills and knowledge required to identify and evaluate the range of advertising and promotional media to recommend single and multiple media strategies.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

Application

This unit applies to individuals in a media assistant role within an advertising team or media organisation. Individuals undertaking this unit are responsible for comparing the advantages and disadvantages of various advertising and promotional media to determine and make recommendations on the most appropriate combination to deliver marketing communications objectives.

Elements and Performance Criteria

Elements and Performance Criteria
Element		Performance Criteria
1	Evaluate the use of media for advertising	1.1	Critically analyse the advantages and disadvantages of each marketing communications media variable and advertising media options for a product or service
		1.2	Determine media characteristics that match the requirements of the advertising brief for the product or service
		1.3	Analyse media consumption habits for primary and supplementary advertising media among target audiences
		1.4	Select advertising media options that match the requirements of the advertising brief for the product or service
2	Evaluate single and multiple media strategies	2.1	Evaluate media styles as they relate to brand character of product/service being advertised
		2.2	Compare the advantages and disadvantages of selecting multiple media in a media plan
		2.3	Develop and apply criteria for multiple media combination selection
3	Select and recommend advertising media	3.1	Recommend a primary advertising media which meets target audience preferences
		3.2	Select and recommend supplementary media to complement the primary medium
		3.3	Ensure recommended media meet the advertising brief and advertiser's requirements and legal and ethical constraints

Required Skills

Required skills

literacy skills sufficient to read and interpret advertising briefs and to write reports with complex concepts and ideas

organisational and time management skills to sequence tasks and to meet timelines

research and data collection skills to evaluate the suitability of media to the product/service, brand and advertising objectives.

Required knowledge

economic, social and industry trends relevant to the choice of appropriate media options

industry products/services - to recommend appropriate media options

identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:

anti-discrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act.

Evidence Required


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: selection of primary and supplementary media to implement single and multiple media strategies for a product/service in an advertising campaign which are consistent with the brand personality and meet the advertiser's requirements for at least one advertisement.
Context of and specific resources for assessment	Assessment must ensure: access to an actual workplace or simulated environment access to an advertising brief 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 or proposals on media evaluation and selection activities review of how advertising space and time were obtained direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate oral or written questioning to assess knowledge of economic, social and industry trends relevant to the choice of appropriate media options review of criteria developed for multiple media combination selection.
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: other advertising units.

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.
Advertising media options may include:	aerial advertising billboards and posters cable and satellite television cinema digital video discs direct mail direct response email marketing free-to-air television internet magazines newspapers outdoor personal selling podcasting point-of-sale radio sponsorship telemarketing transit media video video games videotext
Media characteristics may include:	level of audience involvement level of audience receptiveness motion effects proximity to purchase sound effects visual effects whether the target audience responds actively whether the target audience responds passively
Primary advertising media may include:	magazines newspapers radio television
Supplementary advertising media may include:	outdoor point-of-sale transit media such as: bus sides taxi backs
Advantages of selecting multiple media may include:	increasing the frequency of the advertising message increasing the reach of the advertising message
Disadvantages of selecting multiple media may include:	duplication of impact duplication of resources fail to increase frequency fail to increase reach may increase the cost of advertising
Criteria for multiple media combination may include:	whether frequency will be increased whether reach will be increased cost avoidance of 'zipping and zapping'
Legal and ethical constraints 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, including occupational health and safety legislation policies and guidelines regulations social responsibilities such as protection of children, environmental issues societal expectations

Sectors

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Competency Field

Business Development - Advertising

Employability Skills

This unit contains employability skills.

Licensing Information

Refer to Unit Descriptor