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Elements and Performance Criteria

Required Skills

Required skills

communication skills to question clarify and report when creating an advertising brief

literacy skills to write in a range of styles for different audiences and to interpret legal requirements company policies and procedures

numeracy skills to develop budgets

organisational and time management skills to plan projects meet deadlines and allocate tasks

technology skills to use a wide range of office equipment and software to create an advertising brief

Required knowledge

industry servicesproducts and organisation

legal and ethical requirements relating to the advertising industry

organisational products or services

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

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

Trades Practices Act

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

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

development of at least one advertising brief which meets the advertisers requirements needs and preferences

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace or simulated environment

access to office equipment documentation 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 reportsexamples of advertising briefs

demonstration of techniques used to create advertising briefs

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 and purposes of advertising

review of creative brief and advertising strategy

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 purpose may include:	communicating a message to a particular audience differentiating features or benefits promoting image providing information recruiting staff retaining customers stimulating demand for a product or service
Client and product information may include:	distribution channels existing customers and target market packaging design past advertising for the product price, if any problems and opportunities facing the product product name and characteristics the company, its business policies and practices the company's promotional ethos the competition
Advertising objectives may include:	the launch or re-launch of a product or service to improve sales performance and/or profit to maintain or improve market share to maintain or increase awareness of a product or service to test a product or service
Information on the target audience may include:	attitudes cultural factors demographics existing product usage lifestyle social factors values
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 policies and guidelines regulations social responsibilities such as protection of children, environmental issues societal expectations
Key consumer insight may include:	opportunities for extension opportunities for new use of product problems within product category
Advertising objectives may include:	to inform to persuade to remind
Demographic characteristics may include:	age education gender income marital status number of children nationality occupation
Psychographic characteristics may include:	activities attitudes interests lifestyle opinions values
Behaviouristic characteristics may include:	benefits sought by buyer loyalty status of buyer readiness stage of buyer user status of buyer
Desired consumer response may include:	behavioural outcomes emotions and feelings rational thought
Advertiser's mandatory requirements may include:	previous tag lines specific media placements specified personality specified spokesperson
Advertising content may include:	information to be communicated to the audience such as: brand or image factors colour competitive advantages features of the product/service price where the product/service may be obtained
Pitch or appeal may include:	the key benefits promised to the audience by the advertiser, which may be: emotional need-arousing need-satisfying negative positive rational
Supporting information may include:	a requirement to specify the target audience evidence to support the claimed benefit purchasing information reassurances for existing users