Application
This unit describes the skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy.
It applies to individuals who use well-developed advertising skills and a broad knowledge base to communicate messages in a wide range of contexts. In this role, individuals may develop copy individually or may work in a supervisory, management or freelancing capacity coordinating a team of writers.
No licensing, legislative, regulatory 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. Analyse and interpret creative brief | 1.1 Analyse and confirm technique/s for expressing central idea or creative concept 1.2 Identify and check content and supporting information for accuracy and completeness 1.3 Confirm schedule and budgetary requirements for creating copy 1.4 Identify legal and ethical constraints impacting copy to be developed |
2. Evaluate creative options | 2.1 Evaluate design and copy options against requirements of creative brief 2.2 Select option/s enabling required information and images to be communicated within time and budgetary requirements |
3. Prepare persuasive copy | 3.1 Create original copy with impact, which sets product, service or idea being communicated apart from the competition and competitor’s promotional material 3.2 Create copy which communicates required image, and features and benefits of the product, service or idea 3.3 Create copy which meets requirements of creative brief in terms of information, format, language, writing style, and level of detail 3.4 Produce copy on time and within budget 3.5 Produce copy which complies with legal, organisational 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, 1.2, 1.4, 2.1, 3.3, 3.5 | Recognises and interprets textual information to establish job requirements from relevant information Proofreads content to ensure accuracy and completeness |
Writing | 3.1-3.3, 3.5 | Creates documents to ensure clarity of meaning, accuracy, and consistency of information using specific and detailed language to convey explicit information and requirements. |
Numeracy | 1.3, 3.4 | Interprets numerical information to confirm budget constraints and job deadlines |
Navigate the world of work | 1.4, 3.5 | Takes full responsibility for following policies, procedures and legislative requirements |
Get the work done | 1.3, 2.1, 2.2, 3.1, 3.2, 3.4 | Accepts responsibility for planning, prioritising and sequencing complex tasks and workload Uses systematic, analytical processes in complex, non-routine situations, designing, gathering relevant information and evaluating options Develops new and innovative ideas through exploration and analysis Understands purposes, specific functions and key features of common digital systems and tools and operates them effectively to complete routine tasks |
Sectors
Communication – Writing