Unit of competency details

BSBADV512A - Develop an advertising strategy and brief (Release 1)

Summary

Releases:
ReleaseStatusRelease date
1 1 (this release)Current 11/May/2009

Usage recommendation:
Superseded

Training packages that include this unit

Classifications

SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080507 Advertising  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080507 Advertising  25/Jul/2008 
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Modification History

Unit Descriptor

This unit describes the performance outcomes, skills and knowledge required to develop an advertising brief, advertising strategy and creative brief which reflects advertiser needs and preferences.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

This unit describes the performance outcomes, skills and knowledge required to develop an advertising brief, advertising strategy and creative brief which reflects advertiser needs and preferences.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

Application of the Unit

This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation.

This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation.

Licensing/Regulatory Information

Refer to Unit Descriptor

Pre-Requisites

Employability Skills Information

This unit contains employability skills.

This unit contains employability skills.

Elements and Performance Criteria Pre-Content

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

Elements and Performance Criteria

Elements and Performance Criteria 

Element 

Performance Criteria 

1

Determine advertiser requirements

1.1

Confirm the advertising purpose  and objectives with the advertiser

1.2

Obtain comprehensive client and product information 

1.3

Review the outcomes of previous advertising with the client

1.4

Confirm budget allocation with the client

2

Develop an advertising brief

2.1

Ensure the brief contains a client profile, purpose statement and objectives that reflect advertiser needs

2.2

State advertising objectives  in measurable terms and provide specific guidelines on what is to be accomplished by the advertising

2.3

Define key characteristics, competitive factors and the market situation facing the product or service in the advertising brief

2.4

Include a summary of information on the target audience,  and legal and ethical constraints  in the advertising brief

2.5

Ensure the brief contains a budget allocation and schedule of activities which comply with the advertiser's requirements

3

Develop an advertising strategy

3.1

Establish key consumer insight 

3.2

Develop advertising objectives 

3.3

Describe audience to be targeted according to demographic, psychographic  and behaviouristic characteristics 

3.4

Develop a positioning statement

3.5

Create a unique selling proposition and support statement

3.6

Develop desired consumer response  

3.7

Establish brand personality

3.8

Suggest media leveraging opportunities

3.9

Confirm advertiser's mandatory requirements 

4

Develop a creative brief

4.1

Identify advertising content  using consumer language in the advertising brief

4.2

Identify a pitch or appeal  for the product in the advertising brief that meets the advertiser's requirements

4.3

Identify supporting information  required for consumer understanding of the product or service in the advertising brief

4.4

Ensure a budget for creative work that is consistent with the overall advertising budget is contained in the advertising brief

4.5

Incorporate a deadline for creative work that is consistent with the overall advertising schedule in the advertising brief

Required Skills and Knowledge

This section describes the skills and knowledge required for this unit.

Required skills 

communication skills to question, clarify and report when creating an advertising brief

literacy skills to write in a range of styles for different audiences and to interpret legal requirements, company policies and procedures

numeracy skills to develop budgets

organisational and time management skills to plan projects, meet deadlines and allocate tasks

technology skills to use a wide range of office equipment and software to create an advertising brief.

Required knowledge 

industry, services/products and organisation

legal and ethical requirements relating to the advertising industry

organisational products or services

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

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.

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:

development of at least one advertising brief which meets the advertiser's requirements, needs and preferences.

Context of and specific resources for assessment 

Assessment must ensure:

access to an actual workplace or simulated environment

access to office equipment documentation and resources.

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 advertising briefs

demonstration of techniques used to create advertising briefs

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 creative brief and advertising strategy.

Guidance information for assessment 

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

other advertising units.

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.

Advertising purpose  may include:

communicating a message to a particular audience

differentiating features or benefits

promoting image

providing information

recruiting staff

retaining customers

stimulating demand for a product or service

Client and product information  may include:

distribution channels

existing customers and target market

packaging design

past advertising for the product

price, if any

problems and opportunities facing the product

product name and characteristics

the company, its business policies and practices

the company's promotional ethos

the competition

Advertising objectives  may include:

the launch or re-launch of a product or service

to improve sales performance and/or profit

to maintain or improve market share

to maintain or increase awareness of a product or service

to test a product or service

Information on the target audience  may include:

attitudes

cultural factors

demographics

existing product usage

lifestyle

social factors

values

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

policies and guidelines

regulations

social responsibilities such as protection of children, environmental issues

societal expectations

Key consumer insight  may include:

opportunities for extension

opportunities for new use of product

problems within product category

Advertising objectives  may include:

to inform

to persuade

to remind

Demographic characteristics  may include:

age

education

gender

income

marital status

number of children

nationality

occupation

Psychographic characteristics  may include:

activities

attitudes

interests

lifestyle

opinions

values

Behaviouristic characteristics  may include:

benefits sought by buyer

loyalty status of buyer

readiness stage of buyer

user status of buyer

Desired consumer response  may include:

behavioural outcomes

emotions and feelings

rational thought

Advertiser's mandatory requirements  may include:

previous tag lines

specific media placements

specified personality

specified spokesperson

Advertising content  may include:

information to be communicated to the audience such as:

brand or image factors

colour

competitive advantages

features of the product/service

price

where the product/service may be obtained

Pitch or appeal  may include:

the key benefits promised to the audience by the advertiser, which may be:

emotional

need-arousing

need-satisfying

negative

positive

rational

Supporting information  may include:

a requirement to specify the target audience

evidence to support the claimed benefit

purchasing information

reassurances for existing users

Unit Sector(s)

empty

empt

Competency field

Business Development - Advertising

Business Development - Advertising

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