Unit of competency Outline
Date retreived
22/07/2026 8:57 PM AWST
22/07/2026 8:57 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Test direct marketing activities
Test direct marketing activities
Unit of competency
National Code
BSBMKG410A
BSBMKG410A
State Code
D0859
D0859
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
13/01/2010
Field of Education
080505 - Marketing
Original Release Date
13/01/2010
Nominal Hours
30
Description
This unit describes the performance outcomes, skills and knowledge required to design, construct and implement a direct marketing test program, analyse its outcomes, and act upon its findings in order to increase the likely success of direct marketing activities.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Determine appropriate testing methods
- 1.1. Establish rationale for conducting tests on direct marketing activities
- 1.2. Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components
- 1.3. Evaluate and select appropriate testing methods for media being used and media component being tested
2. Design and conduct a test
- 2.1. Create a range of hypotheses to be tested
- 2.2. Formulate a number of possible scenarios expected at conclusion of test
- 2.3. Select minimum and maximum number of test cells
- 2.4. Define control cells and establish a method to identify all responses by cell of origin
- 2.5. Establish minimum significance variance in response
- 2.6. Apply test to selected offer components
3. Analyse and act upon test results
- 3.1. Use statistical techniques to analyse results
- 3.2. Determine whether test results provide a null, positive or negative result in relation to each hypothesis
- 3.3. Determine appropriate testing actions for results obtained
- 3.4. Refine, modify or change direct response offer components in accordance with testing results until final offer is created
- 3.5. Document and visually present testing results in format specified by organisational policies and procedures
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.
Testable components may include:
communication components such as:
copy proposition, content, style, tone and personalisation
art direction
production values
offer components such as:
product or service being offered
additional products or services attached to the offer
guarantees or warranties
entry into a prize draw
media components such as:
type of medium
specific media channels
appearance within a media channel
response components such as:
response media selected
response form characteristics
timing components such as:
date
day of the week
time of day
frequency of repetition
time gap between primary and secondary communications
Appropriate testing methods may include:
nth record
split record
rotation
segmentation
Media may include:
cable or satellite television
email
fax
free-to-air television
phone
print
website
Media components may include:
specific channels within a medium such as:
list segments
lists
programs
specific publications
appearance within a specific channel such as:
duration
during ad break
size
on which program
Appropriate testing actions may include those for:
null results in which the hypothesis is neither accepted or denied:
re-running the test with larger test cells
designing a new test for the same hypothesis
designing a new test
positive results in which the hypothesis is accepted:
adopting the winning cell as the new test control
negative results in which the hypothesis is denied:
continuing with current control cells
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.
Testable components may include:
communication components such as:
copy proposition, content, style, tone and personalisation
art direction
production values
offer components such as:
product or service being offered
additional products or services attached to the offer
guarantees or warranties
entry into a prize draw
media components such as:
type of medium
specific media channels
appearance within a media channel
response components such as:
response media selected
response form characteristics
timing components such as:
date
day of the week
time of day
frequency of repetition
time gap between primary and secondary communications
Appropriate testing methods may include:
nth record
split record
rotation
segmentation
Media may include:
cable or satellite television
fax
free-to-air television
phone
website
Media components may include:
specific channels within a medium such as:
list segments
lists
programs
specific publications
appearance within a specific channel such as:
duration
during ad break
size
on which program
Appropriate testing actions may include those for:
null results in which the hypothesis is neither accepted or denied:
re-running the test with larger test cells
designing a new test for the same hypothesis
designing a new test
positive results in which the hypothesis is accepted:
adopting the winning cell as the new test control
negative results in which the hypothesis is denied:
continuing with current control cells
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:
isolating and selecting a direct response offer component to be tested
creating and testing a range of hypotheses
conducting and re-running tests on offer components until a satisfactory outcome has been reached
knowledge of relevant legislation.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources.
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 on testing activities
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 testing results
oral or written questioning to assess knowledge of statistical techniques
review of test design.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
other marketing units.
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:
isolating and selecting a direct response offer component to be tested
creating and testing a range of hypotheses
conducting and re-running tests on offer components until a satisfactory outcome has been reached
knowledge of relevant legislation.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources.
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 on testing activities
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 testing results
oral or written questioning to assess knowledge of statistical techniques
review of test design.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
other marketing units.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AUL41 | BSBMKG410 | Test direct marketing activities | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D156 | BSB41307 | Certificate IV in Marketing | Qualification |