- BSBADV510A - Create mass electronic media advertisements
Assessor Resource
BSBADV510A
Create mass electronic media advertisements
Assessment tool
Version 1.0
Issue Date: April 2024
This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation who are primarily responsible for the development of mass electronic advertisements. Individuals undertaking this unit may develop mass electronic media advertisements themselves or coordinate a team to produce the advertisement.
This unit describes the performance outcomes, skills and knowledge required to communicate the key features of a product, service or idea to a consumer using mass electronic media.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)
Employability Skills
This unit contains employability skills.
Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
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: the production of at least three mass electronic advertisements in accordance with an advertising and creative brief, including: a radio advertisement a television or cinema advertisement a web or podcast advertisement. |
Context of and specific resources for assessment | Assessment must ensure: access to advertising copy to be used in the advertisement access to an actual workplace or simulated environment access to office equipment and resources access to advertising and creative 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 written reports/examples of mass electronic advertisements demonstration of techniques used to create mass electronic advertisements in a workplace or simulated environment direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate oral or written questioning to assess knowledge of principles of consumer behaviour and influences on buyer behaviour review of internet, web or podcast advertisements. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBWRT501A Write persuasive copy. |
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here
Assessment task 1: [title] Due date:
(add new lines for each of the assessment tasks)
Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
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Required skills |
creativity and innovation skills to write engaging scripts, and to use visual and design techniques to communicate advertising messages efficiently and effectively research, data collection and evaluation skills to compare and weigh advantages of one medium over another, and to match characteristics with media requirements literacy skills to interpret the characteristics of different media and to match them to the requirements of the advertising brief technology skills to use a range of office equipment and software. |
Required knowledge |
industry, services, products and organisation legal and ethical requirements relating to the advertising industry principles and purposes of advertising principles of consumer behaviour and influences on buyer behaviour principles of creative elements in electronic advertisements range of available advertising approaches for different markets identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as: anti-discrimination legislation consumer protection laws copyright legislation ethical principles fair trading laws privacy laws Trades Practices Act requirements for advertising timelines, budget, central idea, resources as specified in the advertising brief. |
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. | |
Central idea may include a verbal (text or headline) or visual (illustration) device used to present the content to the reader, listener or viewer of the advertisement, such as: | analogy and association case histories celebrities continuing characters demonstrations exaggerated situations fantasy photographic tricks or special effects product uses recipes slice-of-life situations testimonials |
Mass electronic media may include: | cinema internet podcasting radio television |
Advertising content may include information to be communicated to the audience such as: | brand or image factors competitive advantages features of the product/service where the product/service may be obtained product/service price product/service colour |
Supporting information may include: | evidence to support the claimed benefit purchasing information reassurances for existing users requirement to specify the target audience |
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 Australian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation, including occupational health and safety legislation policies and guidelines regulations social responsibilities such as protection of children, environmental issues societal expectations |
Advertising copy consists of: | the words used in print and broadcast advertising |
Requirements of the producer and performer/s may include: | audio direction coordination of music and sound effects with spoken words cues descriptions detailed message content instructions manner of delivery words to be spoken |
Creative elements may include: | action progression action scenes audio details camera shots composition of film and video shots film and video details graphics effects interaction of audio and video key frames lighting effects location music props set sound effects talent voices |
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
| Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice | Yes | No | Comments/feedback |
|---|---|---|---|
| Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass electronic media to be used | |||
| Identify and check the advertising content and supporting information for accuracy and completeness | |||
| Confirm the time, schedule and budget requirements for creating the advertisement/s | |||
| Identify legal and ethical constraints | |||
| Determine the length, pace and format for the radio advertisement in accordance with the creative brief and the allocated budget | |||
| Determine the content of the opening, middle and close of the radio advertisement to create impact, introduce the central idea, provide support for key product benefits, and provide information to facilitate consumer action | |||
| Prepare scripts to meet the requirements of the producer and performer/s and the allotted time | |||
| Ensure the radio advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements | |||
| Determine the length, pace and format for the advertisement in accordance with the creative brief and the allocated budget | |||
| Prepare scripts and storyboards to record the visual plan and to identify creative elements that meet the requirements of the creative brief | |||
| Ensure the advertisement attracts attention and sustains interest through coordination of action and motion visual effects, with audio to support the visual image/s | |||
| Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements | |||
| Determine and produce copy and design elements to communicate the required image, features and benefits of the product or service | |||
| Size and position each element of the advertisement to achieve balance and focus for the advertisement | |||
| Ensure typeface selections suit the product and the central idea of the advertisement, and the layout balances white space and margins | |||
| Design site map, navigation buttons, frames and multiple pages for ease of use | |||
| Ensure sound, animation and graphics do not distract from the content of the advertisement | |||
| Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements |
Forms
Assessment Cover Sheet
BSBADV510A - Create mass electronic media advertisements
Assessment task 1: [title]
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Result: Competent Not yet competent
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Assessment Record Sheet
BSBADV510A - Create mass electronic media advertisements
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Assessment task 1: [title] Result: Competent Not yet competent
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Overall assessment result: Competent Not yet competent
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