Not applicable.
Not applicable.
Elements and Performance Criteria | |||
Element | Performance Criteria | ||
1 | Plan the production process for advertisements | 1.1 | Timing and budgetary requirements for creative and production work are confirmed |
1.2 | The creative brief is assessed and factors that influence the production process are identified | ||
1.3 | Production processes are investigated and determined to suit both the creative work and the advertising medium | ||
1.4 | Specifications are determined to suit both the advertisement and the production process | ||
1.5 | Pre-production work is scheduled to meet production requirements | ||
1.6 | A production schedule is planned to meet the requirements of the advertising brief and the media plan | ||
2 | Evaluate and select suppliers | 2.1 | Suppliers are identified for each element in the production process |
2.2 | Suppliers are assessed in terms of their expertise and capacity to meet production, budget and schedule requirements | ||
2.3 | Choice of suppliers is based on merit and value for money and meets legal and ethical requirements | ||
2.4 | Suppliers are briefed and their agreement to meet production, schedule and price requirements gained | ||
2.5 | Market segment/s are selected to meet the requirements of the advertising brief or new segmentation criteria are chosen and applied | ||
3 | Direct the advertising production process | 3.1 | Management of all aspects of the production process is integrated to meet the requirements of the advertising brief and schedule |
3.2 | Creative specialists are involved in the production process to solve creative problems and advise on creative changes to ensure the resulting advertisement is consistent with the objectives and positioning for the product or service | ||
3.3 | The outputs from the production process meet the requirements of the production schedule, creative brief and media plan | ||
4 | Evaluate advertising production | 4.1 | The quality and cost-effectiveness of the production processes are evaluated and reported against the requirements of the creative brief |
4.2 | Evaluation processes are valid and measure quality against the standards established in the creative brief | ||
4.3 | The final advertisement is evaluated in relation to the requirements of the creative brief | ||
Not applicable.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Rationale for choosing approach to describing the market and segmentation criteria
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Advertising brief
Purposes of advertising
Advertising objectives
Underpinning Skills
Literacy skills to identify demographic and other information, to write descriptive
Communication including clarifying and reporting
Numeracy skills for collecting and analysing quantitative information
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2) - to evaluate market segments
Communicating ideas and information (Level 2) - through the development of a consumer profile
Planning and organising activities (Level 2) - to choose approaches and criteria to segment the market
Working with teams and others (Level2) - to identify and access sources of information for segmenting and profiling
Using mathematical ideas and techniques (Level2) - to analyse data and draw conclusions
Solving problems (Level 3) - by evaluating segments and re-doing the process if necessary
Using technology (Level 1) - to apply segmentation criteria and analyse data if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Rationale for choosing approach to describing the market and segmentation criteria
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Advertising brief
Purposes of advertising
Advertising objectives
Underpinning Skills
Literacy skills to identify demographic and other information, to write descriptive
Communication including clarifying and reporting
Numeracy skills for collecting and analysing quantitative information
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2) - to evaluate market segments
Communicating ideas and information (Level 2) - through the development of a consumer profile
Planning and organising activities (Level 2) - to choose approaches and criteria to segment the market
Working with teams and others (Level2) - to identify and access sources of information for segmenting and profiling
Using mathematical ideas and techniques (Level2) - to analyse data and draw conclusions
Solving problems (Level 3) - by evaluating segments and re-doing the process if necessary
Using technology (Level 1) - to apply segmentation criteria and analyse data if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Approaches to determining the total market may include:
identifying consumers with relevant needs
identifying current users of a product or service
identifying people with related characteristics
Terms used to describe media audiences may include:
demographics:
age
sex
education
marital status
occupation
nationality
first language
children
income
Market segmentation is
the process of dividing a market into consumer subgroups, each of which has different needs
Criteria to use in market segmentation may include:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
social and cultural factors
business characteristics
Sources of information for segmenting and profiling markets may include:
industry sources
existing research data
original a priori research (where the market segments are assumed at the beginning and research is used to confirm them)
original response based research
Consumers may include:
individuals
businesses
households
Standard statistical terms
are those categories used by the Australian Bureau of statistics in collecting and reporting census data
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Approaches to determining the total market may include:
identifying consumers with relevant needs
identifying current users of a product or service
identifying people with related characteristics
Terms used to describe media audiences may include:
demographics:
age
sex
education
marital status
occupation
nationality
first language
children
income
Market segmentation is
the process of dividing a market into consumer subgroups, each of which has different needs
Criteria to use in market segmentation may include:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
social and cultural factors
business characteristics
Sources of information for segmenting and profiling markets may include:
industry sources
existing research data
original a priori research (where the market segments are assumed at the beginning and research is used to confirm them)
original response based research
Consumers may include:
individuals
businesses
households
Standard statistical terms
are those categories used by the Australian Bureau of statistics in collecting and reporting census data
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
Not applicable.
Not applicable.
Not applicable.