Assessor Resource

BSBMKG530
Create distributed multiplatform digital advertisements

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to prepare digital advertisements and get them ready for implementation in a demand-side multiplatform environment.

It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for creating, distributing and monitoring performance of digital advertisements.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

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


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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative brief

1.1 Confirm central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used

1.2 Identify and check advertising content and supporting information for accuracy and completeness

1.3 Confirm time, schedule and budget requirements for creating the advertisement/s

1.4 Specify target audience characteristics, digital markets and devices relevant to the brief

1.5 Identify legal and ethical constraints

2. Create digital multiplatform advertisements

2.1 Determine and produce copy and design elements to communicate required image, features and benefits of product or service

2.2 Size and position each element of the advertisement to achieve balance and focus for the advertisement

2.3 Ensure typeface selections suit the product and central idea of the advertisement, and layout balances white space and margins

2.4 Design relative size, position and style variations to suit multiple digital platforms and devices

2.5 Ensure sound, animation and graphics do not distract from the content of the advertisement

2.6 Ensure advertisement meets requirements of the advertising brief and legal and ethical requirements

3. Implement advertisements in digital markets

3.1 Identify real-time, demand-side digital advertisement server providers

3.2 Assess providers for capability across the required target audience, markets and devices

3.3 Evaluate and set boundaries for involvement in real-time bidding markets

3.4 Determine budget and time limits for advertisements served

3.5 Authorise digital advertisements in selected distribution environments

4. Monitor and respond to advertising environment

4.1 Monitor reach and response rates from real-time data

4.2 Make required changes to production advertisements and impression metrics in line with rapid change in circumstances

Evidence of the ability to:

produce a multiplatform digital advertisement in accordance with an advertising and creative brief

incorporate time, schedule and budget requirements

identify and adhere to relevant ethical and legal constraints

select and assess capability of demand-side advertisement service providers

determine target characteristics of recipients for advertisement served

monitor and adjust advertisements in response to real-time server metrics.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

outline key features of industry, services, products and organisation

explain principles and purposes of advertising

outline and explain principles of consumer behaviour and influences on buyer behaviour in the digital space

identify principles and elements of design in digital advertisements

list and compare the service provided by alternative providers in the demand-side digital advertisement space

identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations

explain key ethical principles relevant to the advertising industry

identify requirements for advertising timelines, budget, central idea and resources as specified in the advertising brief.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

relevant legislation and regulations

communications equipment and technology

relevant workplace documentation and resources

case studies or, where possible, real situations

industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative brief

1.1 Confirm central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used

1.2 Identify and check advertising content and supporting information for accuracy and completeness

1.3 Confirm time, schedule and budget requirements for creating the advertisement/s

1.4 Specify target audience characteristics, digital markets and devices relevant to the brief

1.5 Identify legal and ethical constraints

2. Create digital multiplatform advertisements

2.1 Determine and produce copy and design elements to communicate required image, features and benefits of product or service

2.2 Size and position each element of the advertisement to achieve balance and focus for the advertisement

2.3 Ensure typeface selections suit the product and central idea of the advertisement, and layout balances white space and margins

2.4 Design relative size, position and style variations to suit multiple digital platforms and devices

2.5 Ensure sound, animation and graphics do not distract from the content of the advertisement

2.6 Ensure advertisement meets requirements of the advertising brief and legal and ethical requirements

3. Implement advertisements in digital markets

3.1 Identify real-time, demand-side digital advertisement server providers

3.2 Assess providers for capability across the required target audience, markets and devices

3.3 Evaluate and set boundaries for involvement in real-time bidding markets

3.4 Determine budget and time limits for advertisements served

3.5 Authorise digital advertisements in selected distribution environments

4. Monitor and respond to advertising environment

4.1 Monitor reach and response rates from real-time data

4.2 Make required changes to production advertisements and impression metrics in line with rapid change in circumstances

Evidence of the ability to:

produce a multiplatform digital advertisement in accordance with an advertising and creative brief

incorporate time, schedule and budget requirements

identify and adhere to relevant ethical and legal constraints

select and assess capability of demand-side advertisement service providers

determine target characteristics of recipients for advertisement served

monitor and adjust advertisements in response to real-time server metrics.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

outline key features of industry, services, products and organisation

explain principles and purposes of advertising

outline and explain principles of consumer behaviour and influences on buyer behaviour in the digital space

identify principles and elements of design in digital advertisements

list and compare the service provided by alternative providers in the demand-side digital advertisement space

identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations

explain key ethical principles relevant to the advertising industry

identify requirements for advertising timelines, budget, central idea and resources as specified in the advertising brief.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

relevant legislation and regulations

communications equipment and technology

relevant workplace documentation and resources

case studies or, where possible, real situations

industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
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 central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used 
Identify and check advertising content and supporting information for accuracy and completeness 
Confirm time, schedule and budget requirements for creating the advertisement/s 
Specify target audience characteristics, digital markets and devices relevant to the brief 
Identify legal and ethical constraints 
Determine and produce copy and design elements to communicate required image, features and benefits of 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 central idea of the advertisement, and layout balances white space and margins 
Design relative size, position and style variations to suit multiple digital platforms and devices 
Ensure sound, animation and graphics do not distract from the content of the advertisement 
Ensure advertisement meets requirements of the advertising brief and legal and ethical requirements 
Identify real-time, demand-side digital advertisement server providers 
Assess providers for capability across the required target audience, markets and devices 
Evaluate and set boundaries for involvement in real-time bidding markets 
Determine budget and time limits for advertisements served 
Authorise digital advertisements in selected distribution environments 
Monitor reach and response rates from real-time data 
Make required changes to production advertisements and impression metrics in line with rapid change in circumstances 

Forms

Assessment Cover Sheet

BSBMKG530 - Create distributed multiplatform digital advertisements
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

BSBMKG530 - Create distributed multiplatform digital advertisements

Student name:

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

(add lines for each task)

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Overall assessment result: Competent Not yet competent

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