Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

CUVGRD604A Mapping and Delivery Guide
Develop and execute advertising concepts

Version 1.0
Issue Date: March 2024


Qualification -
Unit of Competency CUVGRD604A - Develop and execute advertising concepts
Description This unit describes the performance outcomes, skills and knowledge required to independently create effective advertising by combining creative and technical graphic design expertise with an understanding of advertising and consumer behaviour.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application Graphic designers work in many different industry contexts. They may be employed in graphic design studios, commercial printing companies, advertising agencies, book and magazine publishers, television stations or in the marketing division of any business. Graphic designers also frequently offer their services on a freelance basis.In this unit graphic designers create advertisements for use in a range of different media. The designer creates the visual concepts for advertisements and depending on the work context, may or may not be responsible for integrating other content such as text, sound or interactivity to produce completed advertisements.Although designers at this level work with a high degree of autonomy, they are still likely to be members of a collaborative creative team.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Not applicable.
Competency Field
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
Elements of Competency Performance Criteria              
Element: Interpret creative briefs
  • Analyse creative briefs in terms of the key communication objectives
  • Develop an understanding of the broader context for the advertising media
  • Develop shared understandings of advertising requirements with relevant people
  • Negotiate and confirm practical considerations, including schedule and budgetary requirements
       
Element: Evaluate the context for advertising work
  • Consider current and emerging trends and thinking about advertising
  • Take account of relevant consumer behaviour and the influences on buying decisions
  • Identify and evaluate sustainability issues for advertising projects
  • Assess and respond to legal and ethical constraints
       
Element: Generate and assess advertising ideas
  • Identify and source references to inform visual concepts for advertising
  • Explore different visual devices to communicate key messages
  • Maximise contributions of others through collaboration on ideas as required
  • Reflect on ideas for technical, creative and budgetary implications
  • Refine and select approaches that best balance the overall needs of the brief
       
Element: Develop designs for advertising
  • Develop designs from initial ideas ensuring that all production and design factors are taken into account
  • Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors
  • Combine conceptual and technical expertise to manipulate visual design components to communicate key messages
  • Engage in an ongoing process of testing, creative collaboration and refinement during the design process
  • Engage with other experts on relevant legal, ethical and business requirements
       
Element: Finalise advertising designs
  • Negotiate and agree to modifications and amend designs as required
  • Develop accurate and comprehensive documentation to support the production process
  • Present final designs and documentation to relevant personnel and confirm
       
Element: Evaluate effectiveness of advertisements
  • Evaluate completed designs in terms of success in meeting objectives
  • Assess the work against other creative, technical and business considerations
  • Analyse and evaluate feedback from client and others
  • Reflect on own role in design process and note areas for future improvement
  • Develop strategies for further development of own skills
       


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 ability to:

independently conceive and create advertisements for use in a range of media, both print and electronic

work confidently with the elements and principles of design across multiple advertising contexts

collaborate effectively on creative, technical and organisational issues

apply knowledge of advertising practice and consumer behaviour.

Context of and specific resources for assessment

Assessment must ensure:

access to industry-current graphic design technologies

collaboration with others to reflect the design process.

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:

evaluation by industry professionals of advertising design solutions developed by the candidate

evaluation of presentations made by the candidate about work developed

evaluation of processes used by the candidate to conceive, plan and realise the work

evaluation of the effectiveness of project management evidenced through completion of work on time and on budget

evaluation of a candidate’s visual diary or other forms of documentation showing the development of the designs

questioning and discussion about candidate’s intentions and the work outcome

review of portfolios of evidence

review of third-party reports from experienced practitioners.

Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).

Guidance information for assessment

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


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.

Required skills

communication skills to:

interpret and clarify written proposals and creative briefs

work collaboratively with others

present ideas for discussion and feedback

produce accurate and detailed design and production documentation for advertisements

critical thinking and analytical skills to:

evaluate communication needs and develop sophisticated design solutions

distil key ideas and approaches from complex and varying information and ideas

initiative and enterprise skills to see opportunities for new and creative approaches to advertising design challenges

literacy skills to engage with potentially complex information at an advanced level

self-management and organisational skills to:

take responsibility for the design challenge

meet responsibilities within a collaborative project

problem-solving skills to take ownership of complex technical and conceptual challenges and develop creative solutions in response

numeracy skills to interpret and work within project budgets

technology skills to:

use the advanced features of current graphic design software programs

use the internet as a research tool.

Required knowledge

current and emerging trends and ideas in the area of advertising design

key people involved in advertising, and their typical roles, responsibilities and interrelationships – particularly in relation to the graphic designer

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

production factors for different types of advertising and how they impact on the design process

sources of ideas for visual concepts for advertising

formal principles and elements of design in the context of advertising design

collaborative processes used in graphic design

critical and creative thinking techniques that can be used as part of the design process

intellectual property issues and legislation in relation to advertising

legal and ethical requirements relating to the advertising industry

sustainability considerations related to messages in advertising and materials used in advertising, and how they impact on graphic design.

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.

Communication objectives may be to:

challenge

compare

contrast

entertain

inform

inspire

motivate

persuade.

Broader contextmay relate to:

client preferences and perceptions

community attitudes

corporate identity

existing advertising

industry trends

key relationships for the project

marketing objectives.

Advertising mediamay be:

cinema

direct mail

information boards

magazines

newspapers

point of sale

posters

television.

Relevant people may include:

art directors

clients

copywriters

creative directors

employers

end users

other artists and designers

supervisors

technical experts.

Current and emerging trends and thinking may relate to:

appropriate standards

cultural considerations

cultural norms

stretching boundaries.

Sustainability issues may relate to:

cost of production

environmental friendliness of materials

messages in advertising

social acceptance of particular ideas or concepts.

References may include:

digital images

earlier iterations

film and video

internet

marketing data

material from the sponsoring organisation

own experience

photographs

previous work

product information

reference books, journals and texts

scripts

technical data

work of other designers

writings.

Visual devicesmay include:

animation

association

caricature

exaggeration

fantasy

photography

special effects.

Key messagesmay relate to:

brand or image factors

competitive advantages

features of the product or service

where the product or service may be obtained.

Elements and principles of design relate to:

alignment

balance

coherence

colour

composition

contrast

direction

dominance

emphasis

form

line

movement

pattern

positive and negative space

proportion

proximity

repetition

rhythm

shape

simplicity or complexity

subordination

texture

unity.

Visual design componentsmay include:

animation

graphics

motion

photographs

text.

Creative collaboration and refinementmay involve:

client consultation

informal conversations with peers

modelling

piloting

technical discussions

workshopping of ideas.

Other expertsmay be:

artists

copywriters

digital media designers

illustrators

market researchers.

Relevant legal, ethical and business requirements may relate to:

intellectual property

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 OHS legislation, policies and guidelines

social responsibilities, such as protection of children

societal expectations.

Documentationmay include:

creative rationale

finished artwork

instructions for printers

production specifications.

Successmay be measured by:

audience response

client feedback

cost effectiveness

customer comments

sales achieved.

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
Analyse creative briefs in terms of the key communication objectives 
Develop an understanding of the broader context for the advertising media 
Develop shared understandings of advertising requirements with relevant people 
Negotiate and confirm practical considerations, including schedule and budgetary requirements 
Consider current and emerging trends and thinking about advertising 
Take account of relevant consumer behaviour and the influences on buying decisions 
Identify and evaluate sustainability issues for advertising projects 
Assess and respond to legal and ethical constraints 
Identify and source references to inform visual concepts for advertising 
Explore different visual devices to communicate key messages 
Maximise contributions of others through collaboration on ideas as required 
Reflect on ideas for technical, creative and budgetary implications 
Refine and select approaches that best balance the overall needs of the brief 
Develop designs from initial ideas ensuring that all production and design factors are taken into account 
Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors 
Combine conceptual and technical expertise to manipulate visual design components to communicate key messages 
Engage in an ongoing process of testing, creative collaboration and refinement during the design process 
Engage with other experts on relevant legal, ethical and business requirements 
Negotiate and agree to modifications and amend designs as required 
Develop accurate and comprehensive documentation to support the production process 
Present final designs and documentation to relevant personnel and confirm 
Evaluate completed designs in terms of success in meeting objectives 
Assess the work against other creative, technical and business considerations 
Analyse and evaluate feedback from client and others 
Reflect on own role in design process and note areas for future improvement 
Develop strategies for further development of own skills 

Forms

Assessment Cover Sheet

CUVGRD604A - Develop and execute advertising concepts
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

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Assessor name:

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Assessment Record Sheet

CUVGRD604A - Develop and execute advertising concepts

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

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