Elements and Performance Criteria
- Interpret creative brief
- Confirm central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used
- Identify and check advertising content and supporting information for accuracy and completeness
- Confirm time, schedule and budget requirements for creating the advertisement/s
- Specify target audience characteristics, digital markets and devices relevant to the brief
- Identify legal and ethical constraints
- Create digital multiplatform advertisements
- Determine and produce copy and design elements to communicate required image, features and benefits of product or service
- Size and position each element of the advertisement to achieve balance and focus for the advertisement
- Ensure typeface selections suit the product and central idea of the advertisement, and layout balances white space and margins
- Design relative size, position and style variations to suit multiple digital platforms and devices
- Ensure sound, animation and graphics do not distract from the content of the advertisement
- Ensure advertisement meets requirements of the advertising brief and legal and ethical requirements
- Implement advertisements in digital markets
- Identify real-time, demand-side digital advertisement server providers
- Assess providers for capability across the required target audience, markets and devices
- Evaluate and set boundaries for involvement in real-time bidding markets
- Determine budget and time limits for advertisements served
- Authorise digital advertisements in selected distribution environments
- Monitor and respond to advertising environment