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Evidence Guide: BSBADV510A - Create mass electronic media advertisements

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBADV510A - Create mass electronic media advertisements

What evidence can you provide to prove your understanding of each of the following citeria?

Interpret a creative brief

  1. Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass electronic media to be used
  2. Identify and check the advertising content and supporting information for accuracy and completeness
  3. Confirm the time, schedule and budget requirements for creating the advertisement/s
  4. Identify legal and ethical constraints
Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass electronic media to be used

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and check the advertising content and supporting information for accuracy and completeness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm the time, schedule and budget requirements for creating the advertisement/s

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify legal and ethical constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create a radio advertisement

  1. Determine the length, pace and format for the radio advertisement in accordance with the creative brief and the allocated budget
  2. Determine the content of the opening, middle and close of the radio advertisement to create impact, introduce the central idea, provide support for key product benefits, and provide information to facilitate consumer action
  3. Prepare scripts to meet the requirements of the producer and performer/s and the allotted time
  4. Ensure the radio advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements
Determine the length, pace and format for the radio advertisement in accordance with the creative brief and the allocated budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine the content of the opening, middle and close of the radio advertisement to create impact, introduce the central idea, provide support for key product benefits, and provide information to facilitate consumer action

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare scripts to meet the requirements of the producer and performer/s and the allotted time

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the radio advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create a television or cinema advertisement

  1. Determine the length, pace and format for the advertisement in accordance with the creative brief and the allocated budget
  2. Prepare scripts and storyboards to record the visual plan and to identify creative elements that meet the requirements of the creative brief
  3. Ensure the advertisement attracts attention and sustains interest through coordination of action and motion visual effects, with audio to support the visual image/s
  4. Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements
Determine the length, pace and format for the advertisement in accordance with the creative brief and the allocated budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare scripts and storyboards to record the visual plan and to identify creative elements that meet the requirements of the creative brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the advertisement attracts attention and sustains interest through coordination of action and motion visual effects, with audio to support the visual image/s

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create an internet, web or podcast advertisement

  1. Determine and produce copy and design elements to communicate the required image, features and benefits of the product or service
  2. Size and position each element of the advertisement to achieve balance and focus for the advertisement
  3. Ensure typeface selections suit the product and the central idea of the advertisement, and the layout balances white space and margins
  4. Design site map, navigation buttons, frames and multiple pages for ease of use
  5. Ensure sound, animation and graphics do not distract from the content of the advertisement
  6. Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements
Determine and produce copy and design elements to communicate the required image, features and benefits of the product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Size and position each element of the advertisement to achieve balance and focus for the advertisement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure typeface selections suit the product and the central idea of the advertisement, and the layout balances white space and margins

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design site map, navigation buttons, frames and multiple pages for ease of use

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure sound, animation and graphics do not distract from the content of the advertisement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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:

the production of at least three mass electronic advertisements in accordance with an advertising and creative brief, including:

a radio advertisement

a television or cinema advertisement

a web or podcast advertisement.

Context of and specific resources for assessment

Assessment must ensure:

access to advertising copy to be used in the advertisement

access to an actual workplace or simulated environment

access to office equipment and resources

access to advertising and 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

assessment of written reports/examples of mass electronic advertisements

demonstration of techniques used to create mass electronic advertisements in a workplace or simulated environment

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 of consumer behaviour and influences on buyer behaviour

review of internet, web or podcast advertisements.

Guidance information for assessment

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

BSBWRT501A Write persuasive copy.

Required Skills and Knowledge

Required skills

creativity and innovation skills to write engaging scripts, and to use visual and design techniques to communicate advertising messages efficiently and effectively

research, data collection and evaluation skills to compare and weigh advantages of one medium over another, and to match characteristics with media requirements

literacy skills to interpret the characteristics of different media and to match them to the requirements of the advertising brief

technology skills to use a range of office equipment and software.

Required knowledge

industry, services, products and organisation

legal and ethical requirements relating to the advertising industry

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

principles of creative elements in electronic advertisements

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.

Range Statement

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 idea may include a verbal (text or headline) or visual (illustration) 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

Mass electronic media may include:

cinema

internet

podcasting

radio

television

Advertising content may include information to be communicated to the audience such as:

brand or image factors

competitive advantages

features of the product/service

where the product/service may be obtained

product/service price

product/service colour

Supporting information may include:

evidence to support the claimed benefit

purchasing information

reassurances for existing users

requirement to specify the target audience

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, including occupational health and safety legislation

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

Advertising copy consists of:

the words used in print and broadcast advertising

Requirements of the producer and performer/s may include:

audio direction

coordination of music and sound effects with spoken words

cues

descriptions

detailed message content

instructions

manner of delivery

words to be spoken

Creative elements may include:

action progression

action scenes

audio details

camera shots

composition of film and video shots

film and video details

graphics effects

interaction of audio and video

key frames

lighting effects

location

music

props

set

sound effects

talent

voices