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Evidence Guide: CUAGRD604 - Develop and execute advertising concepts

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

 

CUAGRD604 - Develop and execute advertising concepts

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

Interpret creative briefs

  1. Analyse creative briefs to determine the key communication objectives
  2. Evaluate the broader context for the type of advertising media required
  3. Develop shared interpretations of advertising requirements with relevant people
  4. Negotiate and confirm practical considerations, including schedule and budgetary requirements
Analyse creative briefs to determine the key communication objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate the broader context for the type of advertising media required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop shared interpretations of advertising requirements with relevant people

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Negotiate and confirm practical considerations, including schedule and budgetary requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate the context for advertising work

  1. Consider currenttrends and thinking about advertising
  2. Take account of relevant consumer behaviour and the influences on buying decisions
  3. Identify and evaluate sustainability issues within advertising projects
  4. Assess and respond to legal and ethical constraints
Consider currenttrends and thinking about advertising

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Take account of relevant consumer behaviour and the influences on buying decisions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and evaluate sustainability issues within advertising projects

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess and respond to legal and ethical constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Generate and assess advertising ideas

  1. Identify and source references to assist development of visual concepts for advertising
  2. Explore different visual devices to communicate key messages
  3. Collaborate with others to make the best use of their contribution to ideas
  4. Reflect on technical, creative and budgetary implications when considering ideas
  5. Refine and select approaches that best balance the overall needs of the brief
Identify and source references to assist development of visual concepts for advertising

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Explore different visual devices to communicate key messages

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Collaborate with others to make the best use of their contribution to ideas

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Reflect on technical, creative and budgetary implications when considering ideas

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Refine and select approaches that best balance the overall needs of the brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop designs for advertising

  1. Develop designs from initial ideas ensuring that all production and design factors are taken into account
  2. Combine conceptual and technical expertise to manipulate visual design components to communicate key messages
  3. Use testing, creative collaboration and refinement throughout the design process
  4. Consult with other experts on relevant legal, ethical and business requirements
Develop designs from initial ideas ensuring that all production and design factors are taken into account

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Combine conceptual and technical expertise to manipulate visual design components to communicate key messages

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use testing, creative collaboration and refinement throughout the design process

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult with other experts on relevant legal, ethical and business requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Finalise advertising designs

  1. Negotiate modifications and amend designs
  2. Develop accurate and comprehensive documentation to support the production process
  3. Present final designs and documentation to relevant personnel for confirmation
Negotiate modifications and amend designs

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop accurate and comprehensive documentation to support the production process

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Present final designs and documentation to relevant personnel for confirmation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate effectiveness of advertisements

  1. Evaluate completed designs in terms of successin meeting objectives
  2. Assess the work against other creative, technical and business considerations
  3. Analyse and evaluate feedback from client and colleagues
  4. Reflect on own role in design process and note areas for future improvement
  5. Develop strategies for further development of own skills
Evaluate completed designs in terms of successin meeting objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess the work against other creative, technical and business considerations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse and evaluate feedback from client and colleagues

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Reflect on own role in design process and note areas for future improvement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop strategies for further development of own skills

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 briefs

1.1 Analyse creative briefs to determine the key communication objectives

1.2 Evaluate the broader context for the type of advertising media required

1.3 Develop shared interpretations of advertising requirements with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate the context for advertising work

2.1 Consider currenttrends and thinking about advertising

2.2 Take account of relevant consumer behaviour and the influences on buying decisions

2.3 Identify and evaluate sustainability issues within advertising projects

2.4 Assess and respond to legal and ethical constraints

3. Generate and assess advertising ideas

3.1 Identify and source references to assist development of visual concepts for advertising

3.2 Explore different visual devices to communicate key messages

3.3 Collaborate with others to make the best use of their contribution to ideas

3.4 Reflect on technical, creative and budgetary implications when considering ideas

3.5 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs for advertising

4.1 Develop designs from initial ideas ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise to manipulate visual design components to communicate key messages

4.3 Use testing, creative collaboration and refinement throughout the design process

4.4 Consult with other experts on relevant legal, ethical and business requirements

5. Finalise advertising designs

5.1 Negotiate modifications and amend designs

5.2 Develop accurate and comprehensive documentation to support the production process

5.3 Present final designs and documentation to relevant personnel for confirmation

6. Evaluate effectiveness of advertisements

6.1 Evaluate completed designs in terms of successin meeting objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and colleagues

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

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 briefs

1.1 Analyse creative briefs to determine the key communication objectives

1.2 Evaluate the broader context for the type of advertising media required

1.3 Develop shared interpretations of advertising requirements with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate the context for advertising work

2.1 Consider currenttrends and thinking about advertising

2.2 Take account of relevant consumer behaviour and the influences on buying decisions

2.3 Identify and evaluate sustainability issues within advertising projects

2.4 Assess and respond to legal and ethical constraints

3. Generate and assess advertising ideas

3.1 Identify and source references to assist development of visual concepts for advertising

3.2 Explore different visual devices to communicate key messages

3.3 Collaborate with others to make the best use of their contribution to ideas

3.4 Reflect on technical, creative and budgetary implications when considering ideas

3.5 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs for advertising

4.1 Develop designs from initial ideas ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise to manipulate visual design components to communicate key messages

4.3 Use testing, creative collaboration and refinement throughout the design process

4.4 Consult with other experts on relevant legal, ethical and business requirements

5. Finalise advertising designs

5.1 Negotiate modifications and amend designs

5.2 Develop accurate and comprehensive documentation to support the production process

5.3 Present final designs and documentation to relevant personnel for confirmation

6. Evaluate effectiveness of advertisements

6.1 Evaluate completed designs in terms of successin meeting objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and colleagues

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

Evidence of the ability to:

interpret objectives and requirements of advertising briefs

conceive and create print and electronic advertisements for use in a range of media that fulfil creative, technical and budgetary requirements

communicate and collaborate effectively with creative team in:

concept development

design production and refinement

presentation and review

review final work for success in meeting creative, technical and client objectives

develop strategies to further develop own skills.

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:

explain current trends and ideas in advertising design

identify key people involved in advertising, and outline their typical roles, responsibilities and relationships to the graphic designer

outline principles of consumer behaviour and influences on buyer behaviour

identify production factors for different types of advertising and explain how they impact on the design process

identify sources of ideas for visual concepts for advertising

describe ways aesthetic and creative aspects of advertising concepts convey the message/communication

explain how critical and creative thinking techniques can be used as part of the design process

explain intellectual property issues and legislation in relation to advertising

summarise legal and ethical requirements relating to the advertising industry

explain sustainability considerations related to messages in advertising and materials used in advertising and how they impact on graphic design.