Release 

Comments 

Release 1

This version first released with CUA Creative Arts and Culture Training Package version 2.0.

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative briefs

1.1 Analyse creative briefs to determine the key communication objectives

1.2 Evaluate the broader context for the type of advertising media required

1.3 Develop shared interpretations of advertising requirements with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate the context for advertising work

2.1 Consider current trends and thinking about advertising

2.2 Take account of relevant consumer behaviour and the influences on buying decisions

2.3 Identify and evaluate sustainability issues within advertising projects

2.4 Assess and respond to legal and ethical constraints

3. Generate and assess advertising ideas

3.1 Identify and source references to assist development of visual concepts for advertising

3.2 Explore different visual devices to communicate key messages

3.3 Collaborate with others to make the best use of their contribution to ideas

3.4 Reflect on technical, creative and budgetary implications when considering ideas

3.5 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs for advertising

4.1 Develop designs from initial ideas ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise to manipulate visual design components to communicate key messages

4.3 Use testing, creative collaboration and refinement throughout the design process

4.4 Consult with other experts on relevant legal, ethical and business requirements

5. Finalise advertising designs

5.1 Negotiate modifications and amend designs

5.2 Develop accurate and comprehensive documentation to support the production process

5.3 Present final designs and documentation to relevant personnel for confirmation

6. Evaluate effectiveness of advertisements

6.1 Evaluate completed designs in terms of success in meeting objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and colleagues

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

Skill 

Performance  Criteria 

Description 

Learning

6.4, 6.5

• Uses reflection to analyse own performance and determine effective strategies for further skill enhancement

Reading

1.1, 1.2, 2.4, 3.1

• Interprets and assesses complex textual and visual information to develop responses to advertising briefs

Writing

1.3, 5.2

• Composes and edits text to communicate effectively with project personnel selecting appropriate vocabulary, structure and format
• Develops detailed documentation to convey all production process requirements and outcomes

Oral Communication

1.3, 1.4, 3.3, 4.4, 5.1, 5.3

• Participates in discussions with others to determine project objectives and related information using appropriate, detailed and clear language
• Uses listening and questioning skills to clarify and confirm understanding
• Presents detailed information using language, tone and pace appropriate to audience and purpose

Numeracy

1.4, 3.4

• Interprets numerical information and applies calculations to accommodate work within budgetary considerations and workplace deadlines

Navigate the world of work

2.3, 2.4, 4.4

• Considers the implications of legal, ethical and sustainability requirements when negotiating and planning work with assistance of expert opinion

Interact with others

1.3, 1.4, 3.3, 4.4, 5.1, 5.3

• Selects and uses appropriate communication methods and practices to foster a collaborative approach to project work, clarifying objectives, negotiating shared outcomes, seeking feedback and specialist advice
• Demonstrates sophisticated control over oral and/or written formats to present information

Get the work done

1.4, 2.1- 2.3, 3.1, 3.2, 3.4, 3.5, 4.1-4.3, 5.1, 6.1-6.3

• Takes responsibility for own workload, negotiating some key aspects with others
• Critically analyses complex and varied information to determine the creative and technical direction of the project with consideration of budgetary and time constraints
• Plans sequential stages of production and applies creative and technical skills and judgment to execute designs that are refined and modified to convey key messages
• Uses a combination of creative and analytical thinking, exploration, manipulation and refinement to resolve the concept and visual content that conveys the requirements of the brief
• Systematically evaluates work for success in meeting project objectives, considering project parameters and feedback, and identifies improvement opportunities

Code and title  

current version 

Code and title 

previous version 

Comments 

Equivalence status 

CUAGRD604 Develop and execute advertising concepts

CUVGRD604A Develop and execute advertising concepts

Updated to meet Standards for Training Packages and clarify intent. Minor edits to performance criteria.

Equivalent unit

Release 

Comments 

Release 1

This version first released with CUA Creative Arts and Culture Training Package version 2.0.