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.