Required skills

communication skills to question clarify and monitor the effectiveness of message being delivered

creativity and innovation skills to present ideas and information in an engaging manner

literacy skills to write high quality persuasive copy and to communicate complex ideas and processes efficiently and effectively

literacy skills to write in a range of styles for different audiences

research and data collection skills to identify company and product information

Required knowledge

components of the creative brief

legal and ethical requirements relating to the advertising industry

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

organisational and advertising budget constraints

organisational policies procedures products and services

persuasive writing techniques

grammar and punctuation

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

demonstration of effectively interpreting a creative brief to write original innovative and persuasive copy that communicates key messages for at least one productservice or idea on time and on budget

reasons for choosing specific design and copy options

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace environment

access to office equipment and resources

access to 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

demonstration of techniques to write persuasive copy

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 relevant legislation from all levels of government codes of practice and national standards that impact on business operations

review of copy created

Guidance information for assessment

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

BSBADVA Create mass print media advertisements

BSBADV509A Create mass print media advertisements

BSBADVA Create mass electronic media advertisements

BSBADV510A Create mass electronic media advertisements.

Central ideas may include:

Content may include:

Supporting information may include:

Copy may include:

Legal and ethical constraints may include: