Unit of competency Outline
Date retreived
22/07/2026 7:12 AM AWST
22/07/2026 7:12 AM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Develop an advertising strategy and brief
Develop an advertising strategy and brief
Unit of competency
National Code
BSBADV512A
BSBADV512A
State Code
D0567
D0567
TGA Status
Deleted
Deleted
DTWD Status
Deleted
Deleted
State Implementation and Classification
Approved Date
29/04/2011
Field of Education
080507 - Advertising
Original Release Date
29/04/2011
Nominal Hours
80
Description
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.
Notes
Elements and 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
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
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
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.
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.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| D4877 | BSBMKG523A | Design and develop an integrated marketing communication plan | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D181 | BSB60107 | Advanced Diploma of Advertising | Qualification |