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.
Marketing communication purpose may include:
communicating a message to a particular audience
differentiating features or benefits
promoting image
providing information
recruiting staff
retaining customers
stimulating demand for a product or service.
Client and product information may include:
company and its business policies and practices
company's promotional ethos
competition
distribution channels
existing customers and target market
packaging design
past advertising for the product
price, if any
problems and opportunities facing the product
product name and characteristics.
Marketing communication objectives may include:
improve sales performance and/or profit
launch or re-launch a product or service
maintain or improve market share
maintain or increase awareness of a product or service
test a product or service.
Information on the target audience may include:
attitudes
cultural factors
demographics
existing product usage
lifestyle
social factors
values.
Legal and ethical constraints may include:
codes of practice, such as those issued by:
Advertising Federation of Australia
Australian Communications and Media Authority
Australian Competition and Consumer Commission
Australasian Performing Right Association
Commercial Radio Australia
Free TV Australia
cultural expectations and influences
ethical principles
legislation, for example:
anti-discrimination legislation
consumer protection laws
copyright legislation
ethical principles
fair trading laws
privacy laws
Trade Practices Act
policies and guidelines
regulations
social responsibilities, such as protection of children and environmentally sustainable practices
societal expectations.
Marketing communication options may include:
advertising
customer service
direct marketing
events and sponsorships
packaging
personal selling
publicity and public relations
sales promotion.
Media vehicles may include:
aerial advertising
billboards and posters
cable and satellite television
cinema
direct mail
direct response
email marketing
exhibitions and trade fairs
internet
magazines
new media, including multimedia and hypermedia, such as:
streaming video and audio
3-D virtual reality environments and effects
highly interactive user interfaces
mobile presentation
use of high-bandwidth
CD and DVD media
telephone and digital data integration
online communities
microdevices
live internet broadcasting
person-to-person visual communication
one-to-many visual communication
newspapers
outdoor
personal selling
podcasting
point of sale
radio
sales literature
sales promotion
sponsorship
television
telemarketing
transit media, such as bus sides and taxi backs
video, video games and videotext.
Media characteristics may include:
level of audience involvement
level of audience receptiveness
motion effects
proximity to purchase
sound effects
visual effects
whether the target audience responds actively
whether the target audience responds passively.
Advantages of selecting multiple media may include:
increasing the frequency of the advertising message
increasing the reach of the advertising message.
Disadvantages of selecting multiple media may include:
duplication of impact
duplication of resources
increasing the cost of marketing.
Criteria may include:
whether frequency will be increased
whether reach will be increased
cost
avoidance of 'zipping and zapping'.
Creativecontent may include:
brand or image factors
colour
features of the product or service.
Pitch or appeal may include:
key benefits promised to the audience by the advertiser, which may be:
emotional
need-arousing
need-satisfying
negative
positive
rational.
Supporting information may include:
evidence to support the claimed benefit
purchasing information
reassurance for existing users
requirement to specify the target audience.

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:
production of an integrated strategic marketing communication plan for presentation to a client which includes:
purpose statement
definition of the target audience
analysis of the product or service
legal and ethical constraints
marketing communication functions and media vehicles chosen, with rationale for each
creative brief for the media options
schedule for the creative work
budgetary allocation for each media vehicle.

Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
office equipment and resources
required documentation, including marketing brief.

Method of assessment
The following assessment methods are appropriate for this unit:
review of portfolio of evidence of actions taken to produce a strategic marketing communication plan
assessment of documented strategic marketing communication plan
oral or written questioning to assess actions taken to produce the marketing communication plan
analysis of responses to case studies and scenarios.

Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV507B Develop a media plan.