BSBADV512A Develop an advertising strategy and brief

Release: 1

BSBADV512A Develop an advertising strategy and brief

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)

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Competency field

Business Development - Advertising

Business Development - Advertising