Required skills

communication skills to consult on the media schedule

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

Required knowledge

data analysis and matching techniques

legal and ethical requirements relating to the advertising industry

organisational products and services offered

organisational budget and resource constraints

principles and characteristics of advertising media types of media and advertising strategies

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

antidiscrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act

terms for describing media audiences

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

production of a media plan for an advertising campaign for at least one product or service which

defines the media requirements of the advertising brief

specifies rationales for media vehicles chosen

contains budgetary allocation for each advertising medium

measures to assess effectiveness of media vehicles selected

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace or simulated environment

access to office equipment and resources

access to the advertising brief

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 documented media plans

demonstration of techniques

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

observation of presentations of media plans

oral or written questioning to assess budget knowledge

review of media schedule

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

BSBADVA Evaluate and recommend advertising media options

BSBADV511A Evaluate and recommend advertising media options.

Target audience characteristics may include:

Consumer profile may include:

Product market factors may include:

Creative requirements may include:

Merchandising requirements may include:

Legal and voluntary constraints may include:

Media vehicles may include:

Media requirements may include:

Timing may include:

Distribution may include:

Media schedule includes:

Rationale may include:

Budget allocation may include:

Measures to asses its effectiveness may include: