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Develop an advertising campaign

Unit Descriptor 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.

1 . Define campaign objectives

  1. Clarify the advertiser's purpose and objectives from the advertising brief and use these to set objectives for the advertising campaign

  2. State campaign objectives in measurable terms and identify the nature and extent of what the advertising is to accomplish

  3. Ensure campaign objectives are feasible, given the constraints of time, budget, product and market factors

  4. Ensure campaign objectives take into consideration factors which may affect consumer responses

  5. Ensure campaign objectives meet legal and ethical requirements

2 . Prepare an advertising budget

  1. Assess and specify research resource requirements for the advertising campaign

  2. Assess and specify resource requirements for a range of media options, creative and production services

  3. Justify resources allocated to each component of the advertising campaign and ensure they are sufficient, in relative terms, to achieve the campaign objectives

  4. Ensure the overall budget meets the requirements of the advertising brief

3 . Develop a schedule for proposed advertising activities

  1. Confirm the campaign length and timing from the advertising brief

  2. Identify service providers with the required expertise and negotiate their costs and availability

  3. Base the choice of service providers on merit and value for money and ensure the selection meets legal and ethical requirements

  4. Ensure the time allowed in the schedule to meet creative, media and production requirements is sufficient to achieve the advertising objectives

  5. Include milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness in the schedule

Key CompetencyExamples of ApplicationPerformance
How can information be collected, analysed and organised?
How are ideas and information communicated within this competency?
How are activities planned and organised?
How are problem solving skills applied?
How are mathematical ideas and techniques used?
How is use of technology applied?
How is team work used within this competency?

Range Statement

Objectives for the advertising campaign may include:

Factors which may affect consumer responses may include:

Legal and ethical requirements may include:

Research resource requirements may include:

Media options may include:

Creative and production services may include:

Evidence Guide

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

Context of and specific resources for assessment

Assessment must ensure:

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:

Guidance information for assessment

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