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Evidence Guide: BSBADV509A - Create mass print media advertisements

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!

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BSBADV509A - Create mass print media advertisements

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

Interpret a creative brief

  1. Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass print media to be used
  2. Identify and check the advertising content and supporting information for accuracy and completeness
  3. Confirm the time, schedule and budget requirements for creating the advertisement/s
  4. Identify legal and ethical constraints
Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass print media to be used

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and check the advertising content and supporting information for accuracy and completeness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm the time, schedule and budget requirements for creating the advertisement/s

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify legal and ethical constraints

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create a mass print media advertisement

  1. Determine and produce the elements of a print advertisement to communicate the required image, features and benefits of the product or service
  2. Size and position each element of the print advertisement to achieve balance and focus for the advertisement
  3. Ensure the typeface selections suit the product and the central idea of the advertisement, and the layout balances white space and margins
  4. Ensure the layout of the advertisement unifies the elements, attracts the reader to the focal point and guides the reading sequence
  5. Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements
Determine and produce the elements of a print advertisement to communicate the required image, features and benefits of the product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Size and position each element of the print advertisement to achieve balance and focus for the advertisement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the typeface selections suit the product and the central idea of the advertisement, and the layout balances white space and margins

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the layout of the advertisement unifies the elements, attracts the reader to the focal point and guides the reading sequence

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements

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 following is essential:

the production of at least three mass print advertisements in accordance with an advertising and creative brief including:

a newspaper advertisement

a magazine advertisement

an outdoor advertisement.

Context of and specific resources for assessment

Assessment must ensure:

access to advertising copy to be used in the advertisement

access to an actual workplace or simulated environment

access to office equipment and resources

access to advertising and creative briefs.

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:

analysis of responses to case studies and scenarios

assessment of written reports/examples of mass print advertisements

demonstration of techniques used to create mass print advertisements

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

oral or written questioning to assess knowledge of principles and purposes of advertising

review of legal and ethical constraints identified.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBWRT501A Write persuasive copy.

Required Skills and Knowledge

Required skills

creativity and innovation skills to write engaging scripts, and to use visual and design techniques to communicate advertising messages efficiently and effectively

literacy skills to interpret requirements and to write for a variety of audiences and purposes.

Required knowledge

industry, services, products and organisation

legal and ethical requirements relating to the advertising industry

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

principles of creative elements in print advertisements

range of available advertising approaches for different markets

identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:

anti-discrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act

requirements for advertising timelines, budget, central idea, resources as specified in the advertising brief.

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.

Central idea may include a verbal (text or headline) or visual (illustration) device used to present the content to the reader, listener or viewer of the advertisement, such as:

analogy and association

case histories

celebrities

continuing characters

demonstrations

exaggerated situations

fantasy

photographic tricks or special effects

product uses

recipes

slice-of-life situations

testimonials

Mass print media may include:

magazines

newspapers

outdoor advertising

Advertising content may include information to be communicated to the audience such as:

brand or image factors

competitive advantages

features of the product/service

product/service colour

product/service price

where the product/service may be obtained

Supporting information may include:

evidence to support the claimed benefit

purchasing information

reassurances for existing users

requirement to specify the target audience

Legal and ethical constraints may include:

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 occupational health and safety legislation

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

Elements of a print advertisement may include:

borders

boxes

captions

colour

copy

coupons

headlines

logos

mandatory product or service information

shading

signatures

slogans

visuals