Application
This unit describes the skills and knowledge required to develop advertising campaigns in response to an advertising brief. This includes clarifying and defining campaign objectives, preparing the advertising budget, and scheduling.
The unit applies to individuals working in a senior advertising management or account management role within an advertising or media organisation.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
1. Define campaign objectives | 1.1 Identify advertiser’s purpose and objectives according to advertising brief 1.2 Identify campaign objectives according to time, budget, product and market factors 1.3 Verify with relevant stakeholders campaign objectives taking into consideration factors which may affect consumer responses and legal and ethical requirements |
2. Prepare advertising budget | 2.1 Assess and identify research resource requirements for the advertising campaign 2.2 Assess and identify resource requirements for range of media options, creative and production services 2.3 Allocate relevant resources to each component of advertising campaign 2.4 Verify overall budget meets advertising brief requirements |
3. Develop schedule for proposed advertising activities | 3.1 Confirm campaign length and timing from the advertising brief 3.2 Identify service providers with required expertise and negotiate their costs and availability 3.3 Base the choice of service providers on merit and value for money according to organisational requirements 3.4 Confirm time allowed in schedule will meet creative, media and production requirements and achieve advertising objectives |
Evidence of Performance
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
develop at least two advertising campaigns.
Evidence of Knowledge
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
principles of effective advertising for different markets
contents of advertising briefs
ethical requirements relevant to the advertising industry
organisational products or services
principles and purposes of advertising, consumer behaviour, and influences on buyer behaviour
provisions of relevant legislation, codes of practice and national standards affecting business operations.
Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
legislation and codes of practice for advertising campaigns
organisational policies and procedures on advertising campaigns
business technology for developing advertising campaigns.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Foundation Skills
Reading | Identifies, analyses and evaluates complex texts to determine requirements of the brief, and relevant legal and ethical requirements |
Writing | Develops material for a specific audience using clear and detailed language to convey explicit information |
Oral Communication | Interacts effectively to question and clarify objectives with the advertiser using appropriate listening and questioning |
Numeracy | Develops budget and schedules according to requirements of the advertising brief |
Self-management | Accepts responsibility for analysis of campaign requirements and management of related tasks and workload |
Teamwork | Uses collaborative techniques to engage external suppliers in consultation and negotiation |
Planning and organising | Uses systematic, analytical processes in relatively complex situations; setting goals, gathering relevant information, and identifying and evaluating options against agreed criteria |
Technology | Uses main features and functions of digital technologies and tools to complete work tasks efficiently and effectively |
Sectors
Technical Skills – Marketing