Assessor Resource

BSBADV601A
Create an advertising brief

Assessment tool

Version 1.0
Issue Date: March 2024


Not applicable.

This unit covers creation of an advertising brief in consultation with the client to reflect advertiser needs and preferences.

This unit covers creation of an advertising brief in consultation with the client to reflect advertiser needs and preferences.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Prerequisites

Not applicable.


Employability Skills

Not applicable.




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.

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Evidence that advertising content and focus in the completed brief meet the advertiser's requirements

Reasons for choice of advertising pitch or appeal and supporting information to be provided

Underpinning Knowledge*

* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.

Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

Organisations products or services

Organisation's budget

Consumer behaviour

Purposes of advertising and advertising briefs

Influences on buyer behaviour

Budgets

Schedules

Legal and ethical requirements

Underpinning Skills

Literacy skills to identify company and product information, to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures

Communication including questioning, clarifying and reporting

Numeracy skills for budgeting

Project planning skills for identifying timelines and allocating tasks

Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Context/s of Assessment

Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit

Key Competency Levels

Collecting, analysing and organising information - Collecting information from the advertiser, analysing it to identify the key characteristics to be exploited through advertising, and organising it into a comprehensive brief for others to use

Communicating ideas and information - to prepare an advertising brief that communicates ideas and information to the advertiser and the creative team who will develop the advertisement

Planning and organising activities - to prepare a schedule of activities as part of the advertising brief

Working with teams and others - to confirm requirements with the advertiser and work consultatively to develop the brief to meet those needs

Using mathematical ideas and techniques - to develop a budget for the overall advertising and creative brief

Solving problems - Identifying problems (and opportunities) for the product / service and suggesting a solution through advertising

Using technology - if necessary, to record and present the advertising brief

Please refer to the Assessment Guidelines for advice on how to use the Key Competencies

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Evidence that advertising content and focus in the completed brief meet the advertiser's requirements

Reasons for choice of advertising pitch or appeal and supporting information to be provided

Underpinning Knowledge*

* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.

Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

Organisations products or services

Organisation's budget

Consumer behaviour

Purposes of advertising and advertising briefs

Influences on buyer behaviour

Budgets

Schedules

Legal and ethical requirements

Underpinning Skills

Literacy skills to identify company and product information, to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures

Communication including questioning, clarifying and reporting

Numeracy skills for budgeting

Project planning skills for identifying timelines and allocating tasks

Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Context/s of Assessment

Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit

Key Competency Levels

Collecting, analysing and organising information - Collecting information from the advertiser, analysing it to identify the key characteristics to be exploited through advertising, and organising it into a comprehensive brief for others to use

Communicating ideas and information - to prepare an advertising brief that communicates ideas and information to the advertiser and the creative team who will develop the advertisement

Planning and organising activities - to prepare a schedule of activities as part of the advertising brief

Working with teams and others - to confirm requirements with the advertiser and work consultatively to develop the brief to meet those needs

Using mathematical ideas and techniques - to develop a budget for the overall advertising and creative brief

Solving problems - Identifying problems (and opportunities) for the product / service and suggesting a solution through advertising

Using technology - if necessary, to record and present the advertising brief

Please refer to the Assessment Guidelines for advice on how to use the Key Competencies


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.

Not applicable.

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Advertising purpose may include:

communicating a message to a particular audience

stimulating demand for a product or service

promoting image

differentiating features or benefits

providing information

retention of customers

recruitment of staff

Client and product information may include:

the company, its business policies and practices

the company's promotional ethos

product name and characteristics

price, if any

packaging design

problems and opportunities facing the product

past advertising for the product

existing customers and target market

distribution channels

the competition

Advertising objectives may include:

to maintain or increase awareness of a product or service

the launch or re-launch of a product or service

to test a product or service

to improve sales performance and /or profit

to maintain or improve market share

Information on the target audience may include:

demographics

lifestyle

social and cultural factors

values or attitude factors

existing product usage

Legal and ethical constraints may include:

legislation

regulations

codes of practice

ethical principles

policies and guidelines

society's expectations

cultural expectations and influences

social responsibilities eg protection of children, environmental issues

Advertising content:

is the information to be communicated to the audience

advertising content may include:

features of the product / service

(brand) image factors

competitive advantages

where the product may be obtained, price, colour etc

Pitch or appeal:

is the key benefit promised to the audience by the advertiser, and

should be a useful and believable promise to consumers

the pitch or appeal may be:

positive or negative

rational

emotional

need-arousing or need-satisfying

Supporting information may include:

evidence to support the claimed benefit

a requirement to specify the target audience

purchasing information

reassurances for existing users

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Advertising purpose may include:

communicating a message to a particular audience

stimulating demand for a product or service

promoting image

differentiating features or benefits

providing information

retention of customers

recruitment of staff

Client and product information may include:

the company, its business policies and practices

the company's promotional ethos

product name and characteristics

price, if any

packaging design

problems and opportunities facing the product

past advertising for the product

existing customers and target market

distribution channels

the competition

Advertising objectives may include:

to maintain or increase awareness of a product or service

the launch or re-launch of a product or service

to test a product or service

to improve sales performance and /or profit

to maintain or improve market share

Information on the target audience may include:

demographics

lifestyle

social and cultural factors

values or attitude factors

existing product usage

Legal and ethical constraints may include:

legislation

regulations

codes of practice

ethical principles

policies and guidelines

society's expectations

cultural expectations and influences

social responsibilities eg protection of children, environmental issues

Advertising content:

is the information to be communicated to the audience

advertising content may include:

features of the product / service

(brand) image factors

competitive advantages

where the product may be obtained, price, colour etc

Pitch or appeal:

is the key benefit promised to the audience by the advertiser, and

should be a useful and believable promise to consumers

the pitch or appeal may be:

positive or negative

rational

emotional

need-arousing or need-satisfying

Supporting information may include:

evidence to support the claimed benefit

a requirement to specify the target audience

purchasing information

reassurances for existing users

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
Advertising purpose and objectives are confirmed with the advertiser 
Comprehensive client and product information is obtained 
The outcomes of previous advertising are reviewed with the client 
Budget allocation is confirmed with the client 
The brief contains a client profile, together with a purpose statement and objectives that reflect advertiser needs 
Advertising objectives are stated in measurable terms and provide specific guidelines on what is to be accomplished by the advertising 
Key characteristics, competitive factors and the market situation facing the product or service are defined in the brief 
The brief includes summary information on the target audience 
Legal and ethical constraints on advertising the product or service are incorporated in the brief 
The brief contains a budget allocation and schedule of activities which comply with the advertiser's requirements 
The creative brief identifies advertising content and is written in consumer language 
The creative brief identifies a pitch or appeal for the product that meets the advertiser's requirements 
The creative brief identifies supporting information that is required for consumer understanding of the product or service 
The creative brief contains a budget for creative work that is consistent with the overall advertising budget 
A deadline for creative work that is consistent with the overall advertising schedule is incorporated in the brief 

Forms

Assessment Cover Sheet

BSBADV601A - Create an advertising brief
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

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Assessment Record Sheet

BSBADV601A - Create an advertising brief

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: