Google Links

Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

Required Skills

Required skills

literacy skills sufficient to read and interpret advertising briefs and to write reports with complex concepts and ideas

organisational and time management skills to sequence tasks and to meet timelines

research and data collection skills to evaluate the suitability of media to the productservice brand and advertising objectives

Required knowledge

economic social and industry trends relevant to the choice of appropriate media options

industry productsservices to recommend appropriate media options

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

Trades Practices Act

Evidence Required

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

selection of primary and supplementary media to implement single and multiple media strategies for a productservice in an advertising campaign which are consistent with the brand personality and meet the advertisers requirements for at least one advertisement

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace or simulated environment

access to an advertising brief

access to office equipment and resources

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 reports or proposals on media evaluation and selection activities

review of how advertising space and time were obtained

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 economic social and industry trends relevant to the choice of appropriate media options

review of criteria developed for multiple media combination selection

Guidance information for assessment

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

other advertising units

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Advertising media options may include:	aerial advertising billboards and posters cable and satellite television cinema digital video discs direct mail direct response email marketing free-to-air television internet magazines newspapers outdoor personal selling podcasting point-of-sale radio sponsorship telemarketing transit media video video games videotext
Media characteristics may include:	level of audience involvement level of audience receptiveness motion effects proximity to purchase sound effects visual effects whether the target audience responds actively whether the target audience responds passively
Primary advertising media may include:	magazines newspapers radio television
Supplementary advertising media may include:	outdoor point-of-sale transit media such as: bus sides taxi backs
Advantages of selecting multiple media may include:	increasing the frequency of the advertising message increasing the reach of the advertising message
Disadvantages of selecting multiple media may include:	duplication of impact duplication of resources fail to increase frequency fail to increase reach may increase the cost of advertising
Criteria for multiple media combination may include:	whether frequency will be increased whether reach will be increased cost avoidance of 'zipping and zapping'
Legal and ethical constraints may include:	codes of practice such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation, including occupational health and safety legislation policies and guidelines regulations social responsibilities such as protection of children, environmental issues societal expectations