Required skills

creativity and innovation skills to write engaging scripts and to use visual and design techniques to communicate advertising messages efficiently and effectively

research data collection and 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

technology skills to use a range of office equipment and software

Required knowledge

industry services products and organisation

legal and ethical requirements relating to the advertising industry

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

principles of creative elements in electronic advertisements

range of available advertising approaches for different markets

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

requirements for advertising timelines budget central idea resources as specified in the advertising brief

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

the production of at least three mass electronic advertisements in accordance with an advertising and creative brief including

a radio advertisement

a television or cinema advertisement

a web or podcast advertisement

Context of and specific resources for assessment

Assessment must ensure

access to advertising copy to be used in the advertisement

access to an actual workplace or simulated environment

access to office equipment and resources

access to advertising and creative briefs

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 written reportsexamples of mass electronic advertisements

demonstration of techniques used to create mass electronic advertisements in a workplace or simulated environment

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

oral or written questioning to assess knowledge of principles of consumer behaviour and influences on buyer behaviour

review of internet web or podcast advertisements

Guidance information for assessment

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

BSBWRTA Write persuasive copy

BSBWRT501A Write persuasive copy.

Central idea may include a verbal (text or headline) or visual (illustration) device used to present the content to the reader, listener or viewer of the advertisement, such as:

Mass electronic media may include:

Advertising content may include information to be communicated to the audience such as:

Supporting information may include:

Legal and ethical constraints may include:

Advertising copy consists of:

Requirements of the producer and performer/s may include:

Creative elements may include: