This unit applies to individuals who are responsible for writing persuasive copy to communicate messages in a wide range of contexts. These contexts may include television, radio, other advertising media, public relations or marketing. The unit is generally undertaken by those working in a supervisory, management or freelancing role who are primarily responsible for the development of persuasive copy. They may develop the copy individually or coordinate a team of writers.

ELEMENT

PERFORMANCE CRITERIA

1. Analyse and interpret a creative brief

1.1. Analyse and confirm the technique/s for expressing the central idea or creative concept

1.2. Identify and check the content and supporting information for accuracy and completeness

1.3. Confirm the time schedule and budgetary requirements for creating copy

1.4. Identify legal and ethical constraints impacting on copy to be developed

2. Evaluate creative options

2.1. Evaluate design and copy options against the requirements of the creative brief

2.2. Select option/s which enable the required information and image to be communicated within time and budgetary requirements

3. Prepare persuasive copy

3.1. Create original copy with impact which sets the product, service or idea being communicated apart from the competition and competitor's promotional material

3.2. Create copy which communicates the required image, features/benefits of the product, service or idea

3.3. Create copy which meets the requirements of the creative brief in terms of information, format, language, writing style, and level of detail

3.4. Produce copy on time and within budget

3.5. Produce copy which complies with legal and ethical requirements

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:

anti-discrimination 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 product/service 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 on-the-job 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:

BSBADV509A Create mass print media advertisements

BSBADV510A Create mass electronic media advertisements.

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.

Central ideas may include:

a combination of visual (illustration) and verbal (text and headline) messages

the verbal or visual device used to present the content to the reader, listener or viewer of the advertisement, such as:

analogy and association

case histories

celebrities

continuing characters

demonstrations

exaggerated situations

fantasy

photographic tricks or special effects

product uses

recipes

slice-of-life situations

testimonials

Content may include:

the information to be communicated to the audience brand or image factors, such as:

competitive advantages

features of the product/service

where the product may be obtained

price

colour

Supporting information may include:

evidence to support the claimed benefit

purchasing information

reassurances for existing users

requirement to specify the target audience

Copy may include:

the words used in broadcast advertising such as:

instructions and descriptions

jingles

message content

production and technical information

program promos

slogans

sound sources and effects

sponsorship announcements

the words used in print advertising such as:

body copy

captions

display copy

headlines

instructions and descriptions

message content

overlines

production and technical information

subheads

taglines

underlines

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

contempt of court and parliament

copyright

cultural expectations and influences

defamation

discrimination

ethical principles

obscenity

policies and guidelines

privacy and other legislation

racial vilification

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

Unit sector

Communication - Writing

This unit contains employability skills.