Elements and Performance Criteria

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 media options may include:
aerial advertising
billboards and posters
cable and satellite television
cinema
digital video discs
direct mail
direct response
email marketing
free-to-air television
internet
magazines
newspapers
outdoor
personal selling
podcasting
point-of-sale
radio
sponsorship
telemarketing
transit media
video
video games
videotext
Media characteristics may include:
level of audience involvement
level of audience receptiveness
motion effects
proximity to purchase
sound effects
visual effects
whether the target audience responds actively
whether the target audience responds passively
Primary advertising media may include:
magazines
newspapers
radio
television
Supplementary advertising media may include:
outdoor
point-of-sale
transit media such as:
bus sides
taxi backs
Advantages of selecting multiple media may include:
increasing the frequency of the advertising message
increasing the reach of the advertising message
Disadvantages of selecting multiple media may include:
duplication of impact
duplication of resources
fail to increase frequency
fail to increase reach
may increase the cost of advertising
Criteria for multiple media combination may include:
whether frequency will be increased
whether reach will be increased
cost
avoidance of 'zipping and zapping'
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, including occupational health and safety legislation
policies and guidelines
regulations
social responsibilities such as protection of children, environmental issues
societal expectations

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:
selection of primary and supplementary media to implement single and multiple media strategies for a product/service in an advertising campaign which are consistent with the brand personality and meet the advertiser's requirements for at least one advertisement.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated environment
access to an advertising brief
access to office equipment 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 or proposals on media evaluation and selection activities
review of how advertising space and time were obtained
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 economic, social and industry trends relevant to the choice of appropriate media options
review of criteria developed for multiple media combination selection.
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.