Unit of competency Outline

Date retreived
22/07/2026 11:47 PM AWST

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Execute an advertising campaign

Execute an advertising campaign

Unit of competency
National Code
BSBADV604B
State Code
D0570
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
10/03/2009
View on TGA
State Implementation and Classification
Approved Date
10/07/2014
Field of Education
080507 - Advertising
Original Release Date
10/07/2014
Nominal Hours
80
Description
This unit describes the performance outcomes, skills and knowledge required to coordinate and monitor the implementation of an advertising campaign.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Develop an implementation strategy
  • 1.1. Analyse the creative brief and media plan, and determine factors affecting implementation of the campaign
  • 1.2. Ensure the strategy outlines implementation tasks and timelines, and includes a contingency plan for dealing with omissions and errors
2. Negotiate media contracts
  • 2.1. Confirm the media plan and budget for implementation with the client
  • 2.2. Negotiate advertisement positions and price with each media vehicle in accordance with the client's requirements
  • 2.3. Negotiate and agree on contingency factors and solutions with the media representative
  • 2.4. Establish media contracts that meet legal and ethical requirements, and the requirements of the advertising campaign brief and schedule
3. Monitor the advertising campaign
  • 3.1. Evaluate media performance against the conditions of the contract, and identify and analyse any variations
  • 3.2. Apply the provisions of media guarantees and make adjustments to media schedules if necessary
  • 3.3. Execute the advertising campaign so that it complies with the advertising schedule and budget and meets legal and ethical requirements
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.
Advertisement positions may include:
above or below the fold
EGN
evenly spread during the time schedule
fixed position each week in a radio/television or other program
left or right page
page number
scatter plan which places an advertisement in different programs or positions each week
Price may include:
buying incentives
concessions
discounts
guarantees
negotiation
Contingency factors may include:
programming errors
technical errors
Guarantees may include:
frequency
position
price
Legal and ethical requirements 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
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:
development of at least one advertising campaign implementation strategy
negotiations with media representatives to get price and positions for at least one advertising campaign
evaluation of media performance against contractual obligations for at least one advertising campaign.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual or simulated workplace environment
access to office equipment and resources
access to media and advertising plans, campaign contracts, creative briefs, campaign briefs.
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 reports detailing campaign execution activities
demonstration of negotiation and monitoring techniques for an advertising campaign
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 campaign performance
oral or written questioning to assess knowledge of principles of advertising, creative briefs and media plans
review of media contracts negotiated.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV605B Evaluate campaign effectiveness.
Replaced By
State Code National Code Title Type
AUI38 BSBADV604 Execute an advertising campaign Unit of competency