Assessor Resource

CUAGRD604
Develop and execute advertising concepts

Assessment tool

Version 1.0
Issue Date: March 2024


This unit describes the skills and knowledge required to create effective advertising using highly developed creative and technical graphic design expertise and an understanding of advertising and consumer behaviour.

It applies to individuals working in a range of industry contexts who are likely to be members of a collaborative team. Depending on the work context, they may or may not be responsible for integrating content such as text, sound or interactivity to produce completed advertisements. Although designers at this level work with a high degree of autonomy, they are still likely to be members of a collaborative creative team.

No licensing, legislative or certification conditions 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 briefs

1.1 Analyse creative briefs to determine the key communication objectives

1.2 Evaluate the broader context for the type of advertising media required

1.3 Develop shared interpretations of advertising requirements with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate the context for advertising work

2.1 Consider currenttrends and thinking about advertising

2.2 Take account of relevant consumer behaviour and the influences on buying decisions

2.3 Identify and evaluate sustainability issues within advertising projects

2.4 Assess and respond to legal and ethical constraints

3. Generate and assess advertising ideas

3.1 Identify and source references to assist development of visual concepts for advertising

3.2 Explore different visual devices to communicate key messages

3.3 Collaborate with others to make the best use of their contribution to ideas

3.4 Reflect on technical, creative and budgetary implications when considering ideas

3.5 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs for advertising

4.1 Develop designs from initial ideas ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise to manipulate visual design components to communicate key messages

4.3 Use testing, creative collaboration and refinement throughout the design process

4.4 Consult with other experts on relevant legal, ethical and business requirements

5. Finalise advertising designs

5.1 Negotiate modifications and amend designs

5.2 Develop accurate and comprehensive documentation to support the production process

5.3 Present final designs and documentation to relevant personnel for confirmation

6. Evaluate effectiveness of advertisements

6.1 Evaluate completed designs in terms of successin meeting objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and colleagues

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

Evidence of the ability to:

interpret objectives and requirements of advertising briefs

conceive and create print and electronic advertisements for use in a range of media that fulfil creative, technical and budgetary requirements

communicate and collaborate effectively with creative team in:

concept development

design production and refinement

presentation and review

review final work for success in meeting creative, technical and client objectives

develop strategies to further develop own skills.

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:

explain current trends and ideas in advertising design

identify key people involved in advertising, and outline their typical roles, responsibilities and relationships to the graphic designer

outline principles of consumer behaviour and influences on buyer behaviour

identify production factors for different types of advertising and explain how they impact on the design process

identify sources of ideas for visual concepts for advertising

describe ways aesthetic and creative aspects of advertising concepts convey the message/communication

explain how critical and creative thinking techniques can be used as part of the design process

explain intellectual property issues and legislation in relation to advertising

summarise legal and ethical requirements relating to the advertising industry

explain sustainability considerations related to messages in advertising and materials used in advertising and how they impact on graphic design.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:

opportunities for collaboration with others

graphic design technologies.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational 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 briefs

1.1 Analyse creative briefs to determine the key communication objectives

1.2 Evaluate the broader context for the type of advertising media required

1.3 Develop shared interpretations of advertising requirements with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate the context for advertising work

2.1 Consider currenttrends and thinking about advertising

2.2 Take account of relevant consumer behaviour and the influences on buying decisions

2.3 Identify and evaluate sustainability issues within advertising projects

2.4 Assess and respond to legal and ethical constraints

3. Generate and assess advertising ideas

3.1 Identify and source references to assist development of visual concepts for advertising

3.2 Explore different visual devices to communicate key messages

3.3 Collaborate with others to make the best use of their contribution to ideas

3.4 Reflect on technical, creative and budgetary implications when considering ideas

3.5 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs for advertising

4.1 Develop designs from initial ideas ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise to manipulate visual design components to communicate key messages

4.3 Use testing, creative collaboration and refinement throughout the design process

4.4 Consult with other experts on relevant legal, ethical and business requirements

5. Finalise advertising designs

5.1 Negotiate modifications and amend designs

5.2 Develop accurate and comprehensive documentation to support the production process

5.3 Present final designs and documentation to relevant personnel for confirmation

6. Evaluate effectiveness of advertisements

6.1 Evaluate completed designs in terms of successin meeting objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and colleagues

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

Evidence of the ability to:

interpret objectives and requirements of advertising briefs

conceive and create print and electronic advertisements for use in a range of media that fulfil creative, technical and budgetary requirements

communicate and collaborate effectively with creative team in:

concept development

design production and refinement

presentation and review

review final work for success in meeting creative, technical and client objectives

develop strategies to further develop own skills.

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:

explain current trends and ideas in advertising design

identify key people involved in advertising, and outline their typical roles, responsibilities and relationships to the graphic designer

outline principles of consumer behaviour and influences on buyer behaviour

identify production factors for different types of advertising and explain how they impact on the design process

identify sources of ideas for visual concepts for advertising

describe ways aesthetic and creative aspects of advertising concepts convey the message/communication

explain how critical and creative thinking techniques can be used as part of the design process

explain intellectual property issues and legislation in relation to advertising

summarise legal and ethical requirements relating to the advertising industry

explain sustainability considerations related to messages in advertising and materials used in advertising and how they impact on graphic design.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:

opportunities for collaboration with others

graphic design technologies.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational 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
Analyse creative briefs to determine the key communication objectives 
Evaluate the broader context for the type of advertising media required 
Develop shared interpretations of advertising requirements with relevant people 
Negotiate and confirm practical considerations, including schedule and budgetary requirements 
Consider currenttrends and thinking about advertising 
Take account of relevant consumer behaviour and the influences on buying decisions 
Identify and evaluate sustainability issues within advertising projects 
Assess and respond to legal and ethical constraints 
Identify and source references to assist development of visual concepts for advertising 
Explore different visual devices to communicate key messages 
Collaborate with others to make the best use of their contribution to ideas 
Reflect on technical, creative and budgetary implications when considering ideas 
Refine and select approaches that best balance the overall needs of the brief 
Develop designs from initial ideas ensuring that all production and design factors are taken into account 
Combine conceptual and technical expertise to manipulate visual design components to communicate key messages 
Use testing, creative collaboration and refinement throughout the design process 
Consult with other experts on relevant legal, ethical and business requirements 
Negotiate modifications and amend designs 
Develop accurate and comprehensive documentation to support the production process 
Present final designs and documentation to relevant personnel for confirmation 
Evaluate completed designs in terms of successin meeting objectives 
Assess the work against other creative, technical and business considerations 
Analyse and evaluate feedback from client and colleagues 
Reflect on own role in design process and note areas for future improvement 
Develop strategies for further development of own skills 

Forms

Assessment Cover Sheet

CUAGRD604 - Develop and execute advertising concepts
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Assessment Record Sheet

CUAGRD604 - Develop and execute advertising concepts

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