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Evidence Guide: BSBADV503B - Coordinate advertising research

Student: __________________________________________________

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Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBADV503B - Coordinate advertising research

What evidence can you provide to prove your understanding of each of the following citeria?

Assess advertising research requirements

  1. Analyse information about the consumer, the product and the market environment to identify and justify the need for further research
  2. Assess creative concepts to determine and justify the need for concept testing
  3. Assess media options and scheduling to determine and substantiate the need for media research
  4. Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods
Analyse information about the consumer, the product and the market environment to identify and justify the need for further research

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess creative concepts to determine and justify the need for concept testing

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess media options and scheduling to determine and substantiate the need for media research

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods

Completed
Date:

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Select research method/s

  1. Confirm research budget and timeframe in selecting appropriate research method/s
  2. Assess the capacity of primary and secondary research methods to provide the required information
  3. Select pre-test advertising method/s which are the most likely to provide the required information on time and within budget
  4. Prepare a research brief that specifies research objectives and method/s, budget, time, schedule and reporting requirements
Confirm research budget and timeframe in selecting appropriate research method/s

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess the capacity of primary and secondary research methods to provide the required information

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select pre-test advertising method/s which are the most likely to provide the required information on time and within budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare a research brief that specifies research objectives and method/s, budget, time, schedule and reporting requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Utilise advertising research findings

  1. Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines
  2. Adjust advertising strategies, budgets and time lines to reflect research findings
  3. Revise advertising strategies to meet legal and ethical requirements, and the requirements of the advertiser
Analyse research results using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Adjust advertising strategies, budgets and time lines to reflect research findings

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Revise advertising strategies to meet legal and ethical requirements, and the requirements of the advertiser

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

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:

demonstration of assessment and selection of appropriate techniques to identify advertising research requirements for at least one product or service

preparation of a research brief specifying objectives, methods, budget, time, schedule, reporting and human resource requirements for at least one advertising campaign.

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 primary and secondary research information.

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/examples of research briefs

demonstration of market research selection techniques

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 market research conducted

oral or written questioning to assess knowledge of organisational policy and procedures for conducting market research

review of adjustments to advertising strategies, budgets and time lines to reflect research findings.

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.

Required Skills and Knowledge

Required skills

analytical skills to interpret data and to evaluate how the data may be used

literacy skills to interpret legal and ethical requirements, and to prepare research briefs and reports

numeracy skills to collate and analyse data

research and data collection skills to collect market research.

Required knowledge

legal and ethical requirements affecting market research

organisational policy and procedures for conducting market research

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

requirements for time, cost, scope as determined in the advertising brief

range of available market research and data analysis techniques

statistical and research methods and techniques.

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.

Information about the consumer, the product and the market environment may include:

buyer behaviour

competitive advantage

competitive factors

demographics

distribution channels

economic, social and cultural factors

existing customers and their product usage

pricing

problems and opportunities facing the product

product and brand image

product brand

product characteristics

product packaging

results of past advertising for the product

target market

values or attitude factors

Concept testing may include presenting material to evaluate consumer reaction, such as:

a short product description

drawing

dummy advertisement

Legal, ethical and cultural considerations 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

confidentiality

cultural sensitivity

privacy

Primary research may include carrying out original research to gather information for a specific purpose such as:

attitude surveys

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 e.g. 'mystery shoppers'

surveys

Secondary research may include:

data that has already been collected by external sources such as:

published government statistics

polls published by advertising and media companies

chamber of commerce data

university databases

data held by research organisations

data that has been collected by internal company sources such as:

sales or distribution figures

financial information

cost analyses

Appropriate techniques may include:

application of statistical methods

critical analysis

mathematical calculations

Findings may include:

facts

interrelationships

issues

patterns

trends

Advertising strategies may include:

communication objectives

creative and media strategies

identification of advertising purpose and objectives

target audience strategies

Legal and ethical requirements may include:

codes of practice

cultural expectations and influences

ethical principles

legislation

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations