Develop and execute advertising concepts Evidence Guide

NTISthis.com

Evidence Guide: CUVGRD604A - 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

CUVGRD604A - Develop and execute advertising concepts

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

Interpret creative briefs

Analyse creative briefs in terms of the key communication objectives
Develop an understanding of the broader context for the advertising media
Develop shared understandings of advertising requirements with relevant people
Negotiate and confirm practical considerations, including schedule and budgetary requirements

Analyse creative briefs in terms of the key communication objectives

Completed
Date:

Teacher:

Evidence:

Develop an understanding of the broader context for the advertising media

Completed
Date:

Teacher:

Evidence:

Develop shared understandings 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

Consider current and emerging trends and thinking about advertising
Take account of relevant consumer behaviour and the influences on buying decisions
Identify and evaluate sustainability issues for advertising projects
Assess and respond to legal and ethical constraints

Consider current and emerging trends 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 for advertising projects

Completed
Date:

Teacher:

Evidence:

Assess and respond to legal and ethical constraints

Completed
Date:

Teacher:

Evidence:

Generate and assess advertising ideas

Identify and source references to inform visual concepts for advertising
Explore different visual devices to communicate key messages
Maximise contributions of others through collaboration on ideas as required
Reflect on ideas for technical, creative and budgetary implications
Refine and select approaches that best balance the overall needs of the brief

Identify and source references to inform visual concepts for advertising

Completed
Date:

Teacher:

Evidence:

Explore different visual devices to communicate key messages

Completed
Date:

Teacher:

Evidence:

Maximise contributions of others through collaboration on ideas as required

Completed
Date:

Teacher:

Evidence:

Reflect on ideas for technical, creative and budgetary implications

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

Develop designs from initial ideas ensuring that all production and design factors are taken into account
Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors
Combine conceptual and technical expertise to manipulate visual design components to communicate key messages
Engage in an ongoing process of testing, creative collaboration and refinement during the design process
Engage 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:

Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

Engage in an ongoing process of testing, creative collaboration and refinement during the design process

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

Finalise advertising designs

Negotiate and agree to modifications and amend designs as required
Develop accurate and comprehensive documentation to support the production process
Present final designs and documentation to relevant personnel and confirm

Negotiate and agree to modifications and amend designs as required

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 and confirm

Completed
Date:

Teacher:

Evidence:

Evaluate effectiveness of advertisements

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

Evaluate completed designs in terms of success in 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 others

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

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 ability to: independently conceive and create advertisements for use in a range of media, both print and electronic work confidently with the elements and principles of design across multiple advertising contexts collaborate effectively on creative, technical and organisational issues apply knowledge of advertising practice and consumer behaviour.
Context of and specific resources for assessment	Assessment must ensure: access to industry-current graphic design technologies collaboration with others to reflect the design process.
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: evaluation by industry professionals of advertising design solutions developed by the candidate evaluation of presentations made by the candidate about work developed evaluation of processes used by the candidate to conceive, plan and realise the work evaluation of the effectiveness of project management evidenced through completion of work on time and on budget evaluation of a candidate’s visual diary or other forms of documentation showing the development of the designs questioning and discussion about candidate’s intentions and the work outcome review of portfolios of evidence review of third-party reports from experienced practitioners. Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Required Skills and Knowledge

Required skills

communication skills to:

interpret and clarify written proposals and creative briefs

work collaboratively with others

present ideas for discussion and feedback

produce accurate and detailed design and production documentation for advertisements

critical thinking and analytical skills to:

evaluate communication needs and develop sophisticated design solutions

distil key ideas and approaches from complex and varying information and ideas

initiative and enterprise skills to see opportunities for new and creative approaches to advertising design challenges

literacy skills to engage with potentially complex information at an advanced level

self-management and organisational skills to:

take responsibility for the design challenge

meet responsibilities within a collaborative project

problem-solving skills to take ownership of complex technical and conceptual challenges and develop creative solutions in response

numeracy skills to interpret and work within project budgets

technology skills to:

use the advanced features of current graphic design software programs

use the internet as a research tool.

Required knowledge

current and emerging trends and ideas in the area of advertising design

key people involved in advertising, and their typical roles, responsibilities and interrelationships – particularly in relation to the graphic designer

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

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

sources of ideas for visual concepts for advertising

formal principles and elements of design in the context of advertising design

collaborative processes used in graphic design

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

intellectual property issues and legislation in relation to advertising

legal and ethical requirements relating to the advertising industry

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

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.

Communication objectives may be to:	challenge compare contrast entertain inform inspire motivate persuade.
Broader contextmay relate to:	client preferences and perceptions community attitudes corporate identity existing advertising industry trends key relationships for the project marketing objectives.
Advertising mediamay be:	cinema direct mail information boards magazines newspapers point of sale posters television.
Relevant people may include:	art directors clients copywriters creative directors employers end users other artists and designers supervisors technical experts.
Current and emerging trends and thinking may relate to:	appropriate standards cultural considerations cultural norms stretching boundaries.
Sustainability issues may relate to:	cost of production environmental friendliness of materials messages in advertising social acceptance of particular ideas or concepts.
References may include:	digital images earlier iterations film and video internet marketing data material from the sponsoring organisation own experience photographs previous work product information reference books, journals and texts scripts technical data work of other designers writings.
Visual devicesmay include:	animation association caricature exaggeration fantasy photography special effects.
Key messagesmay relate to:	brand or image factors competitive advantages features of the product or service where the product or service may be obtained.
Elements and principles of design relate to:	alignment balance coherence colour composition contrast direction dominance emphasis form line movement pattern positive and negative space proportion proximity repetition rhythm shape simplicity or complexity subordination texture unity.
Visual design componentsmay include:	animation graphics motion photographs text.
Creative collaboration and refinementmay involve:	client consultation informal conversations with peers modelling piloting technical discussions workshopping of ideas.
Other expertsmay be:	artists copywriters digital media designers illustrators market researchers.
Relevant legal, ethical and business requirements may relate to:	intellectual property 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 OHS legislation, policies and guidelines social responsibilities, such as protection of children societal expectations.
Documentationmay include:	creative rationale finished artwork instructions for printers production specifications.
Successmay be measured by:	audience response client feedback cost effectiveness customer comments sales achieved.

NTISthis.com

Evidence Guide: CUVGRD604A - Develop and execute advertising concepts

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

CUVGRD604A - Develop and execute advertising concepts

Interpret creative briefs

Evaluate the context for advertising work

Generate and assess advertising ideas

Develop designs for advertising

Finalise advertising designs

Evaluate effectiveness of advertisements

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

Instructions to Assessors

Teacher: ___________________________ Date: _