Reference no: EM132152006

Evaluate campaign effectiveness Assignment -

Assessment tasks are used to measure your understanding and underpinning skills and knowledge of the overall unit of competency. When undertaking any written assessment tasks, please ensure that you address the following criteria:

• Address each question including any sub-points
• Demonstrate that you have researched the topic thoroughly
• Cover the topic in a logical, structured manner
• Your assessment tasks are well presented, well referenced and word processed
• Your assessment tasks include your full legal name on each and every page.

Please complete the following activities.

Activities - Complete the following activities individually or in a group (as applicable to the specific activity and the assessment environment).

Where applicable, a signed observation by either an approved third party or the assessor will need to be included in these activities as proof of completion.

Activity 1A -

Objective - To provide you with an opportunity to ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements.

Detail the ways in which the following measurements may be used to assess the effectiveness of advertising (no more than 100 words for each).

• Affective tests
• Cognitive tests
• Consumer take-away
• Headline testing
• Physiological tests.

Activity 1B -

Objective - To provide you with an opportunity to establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome.

Give five examples of metrics which may be considered in relation to the advertising campaign. Specify which elements of the advertising campaign these metrics relate to.

Activity 1C -

Objective - To provide you with an opportunity to ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s.

Describe the following legal/ethical standards and the ways in which they relate to the acceptability of advertisements (no more than 150 words for each):

Cultural expectations and influences

Ethical principles

Policies and guidelines

Standards relating to:

• comparative advertising
• subliminal advertising
• truth in advertising.

Activity 1D -

Objective - To provide you with an opportunity to include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards.

Write an overview (no more than 300 words) of the processes which may be established as part of the strategy for the correction of advertisements that do not meet legal and ethical standards.

Activity 2A -

Objective - To provide you with an opportunity to evaluate expenditure data to determine effectiveness of campaign in relation to the budget.

Detail the five main activities that should be carried out in order to establish the cost-effectiveness of a campaign (no more than 100 words for each).

Activity 2B -

Objective - To provide you with an opportunity to evaluate media program to determine performance against media plan objectives.

1. Identify five forms of qualitative media evaluation which may be used for the purpose of determining performance against media plan objectives.

2. Identify five forms of quantitative media evaluation which may be used for the purpose of determining performance against media plan objectives.

Activity 2C -

Objective - To provide you with an opportunity to evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement.

1. Write a paragraph (no more than 300 words) outlining the major considerations in relation to the evaluation of copy content which is included within advertisements.

2. Identify five types of creative execution which may be evaluated as part of the creative strategy.

3. Give separate descriptions of pre-testing and post-testing for the purpose of establishing the effectiveness of finished advertisements (no more than 200 words for each). Include details of associated activities.

Activity 2D -

Objective - To provide you with an opportunity to evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign.

1. Specify five details that may be established as a result of engaging in the evaluation of an advertising campaign.

2. Detail five elements of an advertising campaign which may be considered in relation to overall effectiveness (no more than 150 words for each).

Activity 3A -

Objective - To provide you with an opportunity to use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising.

1. Identify four aspects that should be considered in relation to the effectiveness of advertising.

2. Outline five steps that should be taken as part of the retrospective process in relation to the evaluation and planning of advertising (no more than 100 words for each step).

Activity 3B -

Objective - To provide you with an opportunity to use expenditure information to improve the budget planning process.

1. Provide details of three possible improvements that may be made to the budget planning process (no more than 150 words for each).

2. Give four examples of questions that may be asked in relation to the development of an advertising budget.

3. Specify four questions that may be asked as part of an imperatives approach to the development of an advertising budget.

Activity 3C -

Objective - To provide you with an opportunity to use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy, use media performance information to determine whether alternative media approaches would yield better results and use differences between planned and actual accomplishments to define problems to be addressed in next planning phase.

1. Specify four possible means of obtaining feedback on the effectiveness of advertisements.

2. Give four examples of suggestions that may be made on the improvement of advertising copy.

3. Specify five media rating measurements that might be used for the purpose of determining whether alternative media approaches would yield better results.

4. Give five examples of media characteristics that may be taken into consideration.

5. Give five examples of problems that may be addressed in the planning phase.

Summative Assessments -

The summative assessments are the major activities designed to assess your skills, knowledge and performance, as required to show competency in this unit. These activities should be completed after finishing the Learner Guide. You should complete these as stated below and as instructed by your trainer/assessor.

Skills, knowledge and performance may be termed as:

• Skills - skill requirements, required skills, essential skills, foundation skills
• Knowledge - knowledge requirements, required knowledge, essential knowledge, knowledge evidence
• Performance - evidence requirements, critical aspects of assessment, performance evidence.

Section A: Skills Activity

Objective: To provide you with an opportunity to show you have the required skills for this unit.

A signed observation by either an approved third party or the assessor will need to be included in this activity as proof of completion.

This activity will enable you to demonstrate the following skills:

• Reading
• Writing
• Numeracy
• Navigate the world of work
• Get the work done

Answer the activity in as much detail as possible, considering your organisational requirements.

1. Refer to at least four sources of expenditure data in order to determine the effectiveness of a campaign in relation to the budget that has been allocated. Write an overview of your findings and detail recommendations for improvements that could be made.

2. Use a mixture of qualitative and quantitative methods in order to evaluate a media program that has been established and implemented by your organisation. Determine the performance against media plan objectives. Detail your findings and any improvements that could have been made for better results.

3. Refer to an advertising strategy that has been established by your organisation and provide details of the relevant legal and ethical requirements. Outline any actions that should be taken to address any issues which contravene these requirements.

Section B: Knowledge Activity (Q & A)

Objective: To provide you with an opportunity to show you have the required knowledge for this unit.

The answers to the following questions will enable you to demonstrate your knowledge of:

• Describe organisational budget planning process
• Describe and explain techniques for evaluating advertising effectiveness and managing campaign contingencies
• Identify key provisions of relevant legislation, codes of practice and national standards affecting advertising
• Identify specifications in advertising, creative and media briefs.

Answer each question in as much detail as possible, considering your organisational requirements for each one.

1. Write a description (no more than 500 words) of the process that you are expected to follow for the development of advertising budgets. Include details of the types of questions that should be asked and different methods that may be used for development of advertising budgets.

2. Detail the ways in which the following measurements may be used to assess the effectiveness of advertising (no more than 100 words for each):

• Awareness studies
• Controlled store testing
• Inquiry measurement
• Sales analysis
• Theatre tests.

3. Write a description of the process that should be followed for the effective management of advertising campaign contingencies (no more than 400 words).

4. Describe the way in which the Australian Consumer Law applies to false or misleading claims about goods or services (no more than 300 words).

5. Give descriptions of Australian regulation with regards to the following aspects of advertising (no more than 300 words for each):

• Bait advertising
• Competitions
• Direct marketing.

6. Describe advertising standards specific to the following (no more than 100 words for each):

• Comparative advertising
• Culturally diverse groups
• Linguistically diverse groups
• The use of sex in advertising
• Truth in advertising.

7. Identify five aspects that should be addressed by a creative brief.

8. Specify four requirements that should be fulfilled by a media plan.

Section C: Performance Activity

Objective: To provide you with an opportunity to demonstrate the required performance elements for this unit.

A signed observation by either an approved third party or the assessor will need to be included in this activity as proof of completion.

This activity will enable you to demonstrate the following performance evidence:

• Develop and implement an evaluation strategy for an advertising campaign, ensuring the campaign
• Analyse evaluation data to develop and document recommendations for improvement in future campaigns.

Answer the activity in as much detail as possible, considering your organisational requirements.

1. Develop and implement an evaluation strategy for an advertising campaign, ensuring the campaign:

• Defines standards and measurements
• Adheres to legal and ethical standards
• Adheres to budget requirements

2. Analyse evaluation data specific to the campaign implemented as part of the previous activity for the development and documentation of recommendations for improvement in future campaigns. The types of data that may be referred to include that specific to expenditure, feedback, media performance, and accomplishments.

Attachment:- Assignment File.rar