Develop an advertising strategy and brief Evidence Guide

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Evidence Guide: BSBADV512A - Develop an advertising strategy and brief

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

BSBADV512A - Develop an advertising strategy and brief

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

Determine advertiser requirements

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

Confirm the advertising purpose and objectives with the advertiser

Completed
Date:

Teacher:

Evidence:

Obtain comprehensive client and product information

Completed
Date:

Teacher:

Evidence:

Review the outcomes of previous advertising with the client

Completed
Date:

Teacher:

Evidence:

Confirm budget allocation with the client

Completed
Date:

Teacher:

Evidence:

Develop an advertising brief

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

Ensure the brief contains a client profile, purpose statement and objectives that reflect advertiser needs

Completed
Date:

Teacher:

Evidence:

State advertising objectives in measurable terms and provide specific guidelines on what is to be accomplished by the advertising

Completed
Date:

Teacher:

Evidence:

Define key characteristics, competitive factors and the market situation facing the product or service in the advertising brief

Completed
Date:

Teacher:

Evidence:

Include a summary of information on the target audience, and legal and ethical constraints in the advertising brief

Completed
Date:

Teacher:

Evidence:

Ensure the brief contains a budget allocation and schedule of activities which comply with the advertiser's requirements

Completed
Date:

Teacher:

Evidence:

Develop an advertising strategy

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

Establish key consumer insight

Completed
Date:

Teacher:

Evidence:

Develop advertising objectives

Completed
Date:

Teacher:

Evidence:

Describe audience to be targeted according to demographic, psychographic and behaviouristic characteristics

Completed
Date:

Teacher:

Evidence:

Develop a positioning statement

Completed
Date:

Teacher:

Evidence:

Create a unique selling proposition and support statement

Completed
Date:

Teacher:

Evidence:

Develop desired consumer response

Completed
Date:

Teacher:

Evidence:

Establish brand personality

Completed
Date:

Teacher:

Evidence:

Suggest media leveraging opportunities

Completed
Date:

Teacher:

Evidence:

Confirm advertiser's mandatory requirements

Completed
Date:

Teacher:

Evidence:

Develop a creative brief

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

Identify advertising content using consumer language in the advertising brief

Completed
Date:

Teacher:

Evidence:

Identify a pitch or appeal for the product in the advertising brief that meets the advertiser's requirements

Completed
Date:

Teacher:

Evidence:

Identify supporting information required for consumer understanding of the product or service in the advertising brief

Completed
Date:

Teacher:

Evidence:

Ensure a budget for creative work that is consistent with the overall advertising budget is contained in the advertising brief

Completed
Date:

Teacher:

Evidence:

Incorporate a deadline for creative work that is consistent with the overall advertising schedule in the advertising brief

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: 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.

Required Skills and Knowledge

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

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.
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

NTISthis.com

Evidence Guide: BSBADV512A - Develop an advertising strategy and brief

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

BSBADV512A - Develop an advertising strategy and brief

Determine advertiser requirements

Develop an advertising brief

Develop an advertising strategy

Develop a creative brief

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

Instructions to Assessors

Teacher: ___________________________ Date: _