Elements and Performance Criteria

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

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.