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Evidence Guide: BSBMKG530 - Create distributed multiplatform digital 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

 

BSBMKG530 - Create distributed multiplatform digital advertisements

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

Interpret creative brief

  1. Confirm central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used
  2. Identify and check advertising content and supporting information for accuracy and completeness
  3. Confirm time, schedule and budget requirements for creating the advertisement/s
  4. Specify target audience characteristics, digital markets and devices relevant to the brief
  5. Identify legal and ethical constraints
Confirm central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Specify target audience characteristics, digital markets and devices relevant to the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify legal and ethical constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create digital multiplatform advertisements

  1. Determine and produce copy and design elements to communicate required image, features and benefits of 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 central idea of the advertisement, and layout balances white space and margins
  4. Design relative size, position and style variations to suit multiple digital platforms and devices
  5. Ensure sound, animation and graphics do not distract from the content of the advertisement
  6. Ensure advertisement meets requirements of the advertising brief and legal and ethical requirements
Determine and produce copy and design elements to communicate required image, features and benefits of 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 central idea of the advertisement, and layout balances white space and margins

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design relative size, position and style variations to suit multiple digital platforms and devices

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement advertisements in digital markets

  1. Identify real-time, demand-side digital advertisement server providers
  2. Assess providers for capability across the required target audience, markets and devices
  3. Evaluate and set boundaries for involvement in real-time bidding markets
  4. Determine budget and time limits for advertisements served
  5. Authorise digital advertisements in selected distribution environments
Identify real-time, demand-side digital advertisement server providers

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess providers for capability across the required target audience, markets and devices

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate and set boundaries for involvement in real-time bidding markets

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine budget and time limits for advertisements served

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Authorise digital advertisements in selected distribution environments

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and respond to advertising environment

  1. Monitor reach and response rates from real-time data
  2. Make required changes to production advertisements and impression metrics in line with rapid change in circumstances
Monitor reach and response rates from real-time data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Make required changes to production advertisements and impression metrics in line with rapid change in circumstances

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative brief

1.1 Confirm central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used

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

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

1.4 Specify target audience characteristics, digital markets and devices relevant to the brief

1.5 Identify legal and ethical constraints

2. Create digital multiplatform advertisements

2.1 Determine and produce copy and design elements to communicate required image, features and benefits of product or service

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

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

2.4 Design relative size, position and style variations to suit multiple digital platforms and devices

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

2.6 Ensure advertisement meets requirements of the advertising brief and legal and ethical requirements

3. Implement advertisements in digital markets

3.1 Identify real-time, demand-side digital advertisement server providers

3.2 Assess providers for capability across the required target audience, markets and devices

3.3 Evaluate and set boundaries for involvement in real-time bidding markets

3.4 Determine budget and time limits for advertisements served

3.5 Authorise digital advertisements in selected distribution environments

4. Monitor and respond to advertising environment

4.1 Monitor reach and response rates from real-time data

4.2 Make required changes to production advertisements and impression metrics in line with rapid change in circumstances

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative brief

1.1 Confirm central idea or creative concept, technique/s for expressing the idea/concept and digital platforms to be used

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

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

1.4 Specify target audience characteristics, digital markets and devices relevant to the brief

1.5 Identify legal and ethical constraints

2. Create digital multiplatform advertisements

2.1 Determine and produce copy and design elements to communicate required image, features and benefits of product or service

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

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

2.4 Design relative size, position and style variations to suit multiple digital platforms and devices

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

2.6 Ensure advertisement meets requirements of the advertising brief and legal and ethical requirements

3. Implement advertisements in digital markets

3.1 Identify real-time, demand-side digital advertisement server providers

3.2 Assess providers for capability across the required target audience, markets and devices

3.3 Evaluate and set boundaries for involvement in real-time bidding markets

3.4 Determine budget and time limits for advertisements served

3.5 Authorise digital advertisements in selected distribution environments

4. Monitor and respond to advertising environment

4.1 Monitor reach and response rates from real-time data

4.2 Make required changes to production advertisements and impression metrics in line with rapid change in circumstances

Evidence of the ability to:

produce a multiplatform digital advertisement in accordance with an advertising and creative brief

incorporate time, schedule and budget requirements

identify and adhere to relevant ethical and legal constraints

select and assess capability of demand-side advertisement service providers

determine target characteristics of recipients for advertisement served

monitor and adjust advertisements in response to real-time server metrics.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

outline key features of industry, services, products and organisation

explain principles and purposes of advertising

outline and explain principles of consumer behaviour and influences on buyer behaviour in the digital space

identify principles and elements of design in digital advertisements

list and compare the service provided by alternative providers in the demand-side digital advertisement space

identify and explain key provisions of relevant legislation, codes of practice and national standards affecting business operations

explain key ethical principles relevant to the advertising industry

identify requirements for advertising timelines, budget, central idea and resources as specified in the advertising brief.