Application
This unit describes the skills and knowledge required to manage advertising production of electronic and print advertising. It includes planning and directing the advertising production process, evaluating and selecting suppliers, and evaluating the final production of the advertisement according to the creative brief.
This unit applies to individuals working in a senior advertising management, advertising production or account management role within an advertising or media organisation.
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 Plan production process for advertisements | 1.1 Confirm timing and budgetary requirements for creative and production work 1.2 Assess creative brief and identify factors that influence the production process 1.3 Investigate and determine production processes to suit the advertising brief, creative work and advertising medium 1.4 Determine specifications to suit both the advertisement and production process 1.5 Schedule pre 1.6 Plan a production schedule to meet requirements of advertising brief and media plan |
2 Evaluate and select suppliers | 2.1 Identify suppliers for each element in production process 2.2 Assess suppliers in terms of their expertise and capacity to meet production, budget and schedule requirements 2.3 Base choice of suppliers on merit and value for money and their capacity to meet legal and ethical requirements 2.4 Brief and gain agreement from suppliers on production, schedule and process requirements |
3 Direct advertising production process | 3.1 Integrate management of all aspects of production process to meet requirements of the advertising brief and schedule 3.2 Involve creative specialists in production process to solve creative problems and to advise on creative changes to ensure resulting advertisement is consistent with objectives and positioning for the product or service 3.3 Ensure outputs from production process meet requirements of the production schedule, creative brief and media plan and meet legal and ethical requirements |
4 Evaluate advertising production | 4.1 Evaluate quality and cost 4.2 Ensure evaluation processes are valid and measure quality against standards established in the creative brief 4.3 Evaluate final advertisement in relation to requirements of the creative brief |
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, 2.2, 3.3, 4.1, 4.3 | Evaluates and compares textual information to determine requirements Integrates information from a variety of sources to produce an effective advertisement according to the brief |
Writing | 1.1, 1.3, 1.6, 2,2, 2.4, 4.1, 4.3 | Develops material using clear and detailed language to clarify requirements of the advertising brief |
Oral Communication | 1.1, 2.4, 3.2 | Participates effectively in verbal exchanges using clear and detailed language |
Numeracy | 1.1, 2.3, 4.1, 4.2 | Collects and interprets numerical data relating to timelines and budgetary information Evaluates cost-effectiveness of suppliers and production processes to meet requirements of advertising brief |
Navigate the world of work | 2.3, 3.3 | Ensures print and electronic production processes meet legislative and regulatory requirements |
Interact with others | 2.4, 3.2 | Plays a lead role in collaborating and consulting with a range of stakeholders to achieve shared understanding of individual roles in meeting objectives |
Get the work done | 1.1-1.6, 2.1-2.3, 3.1-3.3, 4.1-4.3 | Accepts responsibility for planning and sequencing complex tasks and workload Systematically gathers and analyses all relevant information to make decisions about coordination, scheduling and management of all production processes Selects reliable evaluation methods and processes to determine effectiveness of advertising production against requirements of the advertising brief Uses familiar digital technologies and systems to access organise and present information and communicate with others |
Sectors
Business Development – Advertising