Application
This unit describes the skills and knowledge required to create mass print media advertisements that communicate key features of a product, service or idea to consumers.
It applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation who are primarily responsible for development of mass print advertisements. Individuals undertaking this unit may develop mass print media advertisements themselves or coordinate a team to produce the advertisement.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
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 mass print media 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 Identify legal and ethical constraints |
2 Create mass print media advertisement | 2.1 Determine and produce elements of a print advertisement to communicate required image, features and benefits of product or service 2.2 Size and position each element of print 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 Ensure layout of advertisement unifies elements, attracts the reader to the focal point and guides reading sequence 2.5 Ensure advertisement meets requirements of advertising brief and legal and ethical requirements |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1-1.4, 2.5 | Interprets a range of textual information to ensure creative brief and legal and ethical requirements are met |
Writing | 1.1, 1.3, 2.1 | Records explicit information and develops effective messages for a variety of audiences and purposes |
Oral Communication | 1.1, 1.3 | Uses listening and questioning to elicit key information and clearly communicates requirements |
Numeracy | 1.3 | Interprets budgetary and scheduling information |
Navigate the world of work | 1.4, 2.5 | Takes full responsibility for adherence to legislative and ethical requirements |
Interact with others | 1.1, 1.3 | Uses collaborative techniques to engage clients in consultation and negotiation |
Get the work done | 1.1, 1.3, 2.1-2.5 | Works independently and collectively to make range of aesthetic and technical decisions meeting creative, legislative and ethical requirements Understands purposes, specific functions and key features of common digital systems and tools, and operates them effectively to produce print media |
Sectors
Business Development – Advertising