Elements and Performance Criteria

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 ideas may include:
a combination of visual (illustration) and verbal (text and headline) messages
the verbal or visual 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
Content may include:
the information to be communicated to the audience brand or image factors, such as:
competitive advantages
features of the product/service
where the product may be obtained
price
colour
Supporting information may include:
evidence to support the claimed benefit
purchasing information
reassurances for existing users
requirement to specify the target audience
Copy may include:
the words used in broadcast advertising such as:
instructions and descriptions
jingles
message content
production and technical information
program promos
slogans
sound sources and effects
sponsorship announcements
the words used in print advertising such as:
body copy
captions
display copy
headlines
instructions and descriptions
message content
overlines
production and technical information
subheads
taglines
underlines
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
contempt of court and parliament
copyright
cultural expectations and influences
defamation
discrimination
ethical principles
obscenity
policies and guidelines
privacy and other legislation
racial vilification
regulations
social responsibilities such as protection of children, environmental issues
societal expectations

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:
demonstration of effectively interpreting a creative brief to write original, innovative and persuasive copy that communicates key messages for at least one product/service or idea, on time and on budget
reasons for choosing specific design and copy options.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace environment
access to office equipment and resources
access to 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
demonstration of techniques to write persuasive copy
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 relevant legislation from all levels of government, codes of practice and national standards that impact on business operations
review of copy created.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBADV509A Create mass print media advertisements
BSBADV510A Create mass electronic media advertisements.