- BSBADV512A - Develop an advertising strategy and brief
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners
BSBADV512A Mapping and Delivery Guide
Develop an advertising strategy and brief
Version 1.0
Issue Date: April 2024
| Qualification | - |
Unit of Competency | BSBADV512A - Develop an advertising strategy and brief |
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| Description | This unit describes the performance outcomes, skills and knowledge required to develop an advertising brief, advertising strategy and creative brief which reflects advertiser needs and preferences.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.This unit describes the performance outcomes, skills and knowledge required to develop an advertising brief, advertising strategy and creative brief which reflects advertiser needs and preferences.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. | ||
| Employability Skills | This unit contains employability skills.This unit contains employability skills. | ||
| Learning Outcomes and Application | This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation.This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation. | ||
| Duration and Setting | X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting. |
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| Prerequisites/co-requisites | |||
| Competency Field | Business Development - AdvertisingBusiness Development - Advertising | ||
| Development and validation strategy and guide for assessors and learners | Student Learning Resources | Handouts Activities |
Slides PPT |
Assessment 1 | Assessment 2 | Assessment 3 | Assessment 4 | |
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| Elements of Competency | Performance Criteria | |||||||
| Element: Determine advertiser requirements |
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| Element: Develop an advertising brief |
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| Element: Develop an advertising strategy |
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| Element: Develop a creative brief |
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Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
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 advertiser's 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 reports/examples 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 on-the-job 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. |
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here
Assessment task 1: [title] Due date:
(add new lines for each of the assessment tasks)
Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
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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, services/products 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: anti-discrimination 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 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 |
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
| Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice | Yes | No | Comments/feedback |
|---|---|---|---|
| Confirm the advertising purpose and objectives with the advertiser | |||
| Obtain comprehensive client and product information | |||
| Review the outcomes of previous advertising with the client | |||
| Confirm budget allocation with the client | |||
| Ensure the brief contains a client profile, purpose statement and objectives that reflect advertiser needs | |||
| State advertising objectives in measurable terms and provide specific guidelines on what is to be accomplished by the advertising | |||
| Define key characteristics, competitive factors and the market situation facing the product or service in the advertising brief | |||
| Include a summary of information on the target audience, and legal and ethical constraints in the advertising brief | |||
| Ensure the brief contains a budget allocation and schedule of activities which comply with the advertiser's requirements | |||
| Establish key consumer insight | |||
| Develop advertising objectives | |||
| Describe audience to be targeted according to demographic, psychographic and behaviouristic characteristics | |||
| Develop a positioning statement | |||
| Create a unique selling proposition and support statement | |||
| Develop desired consumer response | |||
| Establish brand personality | |||
| Suggest media leveraging opportunities | |||
| Confirm advertiser's mandatory requirements | |||
| Identify advertising content using consumer language in the advertising brief | |||
| Identify a pitch or appeal for the product in the advertising brief that meets the advertiser's requirements | |||
| Identify supporting information required for consumer understanding of the product or service in the advertising brief | |||
| Ensure a budget for creative work that is consistent with the overall advertising budget is contained in the advertising brief | |||
| Incorporate a deadline for creative work that is consistent with the overall advertising schedule in the advertising brief |
Forms
Assessment Cover Sheet
BSBADV512A - Develop an advertising strategy and brief
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Assessment Record Sheet
BSBADV512A - Develop an advertising strategy and brief
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