Student Assessment Guide
Create Mass Print Media Advertisements
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Assessment Submission Sheet
Course Title Diploma of Marketing and Communication Course Code BSB52415
Unit Title Create mass print media advertisements Unit Code BSBADV509
Version 4.1 Created on 2017
Please read and sign this assessment coversheet and submit it together with your assessment to your Assessor by the due date.
Student Name Student ID
Assessor Date Due
Declaration I affirm that all work submitted in this assessment is my own work and does not involve plagiarism or teamwork other than that authorized for any particular assessment activity. I have read the Student Assessment Handbook under Section 2 Assessment Guidelines and understood the serious consequences in case this work is found plagiarized.
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// 0S 0NYS //_
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I hereby confirm that I have been given feedback from the Assessor and I agree with the assessment outcome.
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Student Name Student ID
Course Code & Title BSB52415 Diploma of Marketing and Communication Extension Granted Yes No
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Table of Contents
Assessment Information 1
Assessment Event 1 – Knowledge Questions 3
Question 1 3
Question 2 3
Question 3 3
Question 4 3
Question 5 4
Question 6 4
Assessment Event 2: Buscon Simulation 5
Task 1: Interpret Creative Brief 5
1.1 Determine central idea and techniques 5
1.2 Identify and check content and supporting information for accuracy and completeness 5
1.3 Develop the Ad Creation Plan 5
1.4 Meet with the Creative Director 6
1.5 Identify legal and ethical constraints 6
Task 2: Create Mass Print Media Advertisements 7
2.1 Determine the elements of print advertisements 7
2.2 Create the print ads 7
2.3 Revise and finalise the print ads 7
Appendix A: Buscon Simulation 8
Simulation Background 8
Simulation Phases 8
Your Role in the Simulation 8
Phase 1: 8
Phase 2: 9
Simulation Setup 9
Assessment Conditions for the Observation 10
Appendix B: Observation Check Sheets 12
Observation Check Sheet A: Meeting with the Creative Director 12
Observation Check Sheet B: Print-Ad Check Sheet 14
Welcome to your Student Assessment Guide forBSBADV509Create Mass Print Media Advertisements.This Guide provides you with information on the assessment particularly what you have to do and to what level of performance.
This assessment has the following two events:
Assessment Event 1 – Knowledge Questions
There are six questions that will provide us with the evidence of your general knowledge of principles and concepts relevant to the advertising and the industry.
This assessment is completed in your own time and by a submission date provided by your assessor. You may use support material in the development of your answers, but you must indicate the source. In addition, you must not cut and paste answers from your source, rather,use your own words, unless it is a direct quote.
Assessment Event 2 – Simulation: Buscon
You will complete a number of tasks that will provide us the evidence of your skills with creating three print advertisements including a newspaper, magazine, and an outdoor bulletin based on the requirements provided in a creative brief. These tasks will be based on your role of a freelancer Advertising Designer hired by a simulated organisation named DigiGeek, a full-stack digital marketing agency assisting a client initiative for a business management consulting firm, Buscon.
To complete the Simulation, you will need to refer to the following resources:
Creative Brief Provides you with the requirements of the print advertisements. You will use this document throughout Assessment Event 2 to create the three print advertisements in alignment with these specifications.
Logo Folder Contains the client’s brand logo in .ai, .eps., and .png formats. You will use the logo when creating your three print advertisements in Task 2.
Print-Ad Policy and Procedures Organisational policies and procedures related to creating print advertisements. You will abide by these organisational requirements during the lifecycle of the simulation.
Remember, you do not type your responses in this Student Assessment Guide, but use the Student Assessment Workbook, which is a separate document. This document is simply a guide to explain what you are required to do, and by doing so, this will assist you to perform at your best.
Please note that your responses for both assessment events can (where appropriate) use dot point format. See below for an example of a dot point response and a full sentence response:
Dot point format Presentation Plan includes the following:
• needs of the audience
Full sentence format When you are preparing for a Presentation, there are a number of tasks that must be carried out. These are; listing the outcomes that you want to achieve, followed by the identification of the needs of your audience. When you have completed these two tasks you then check on the room that you will be conducting the simulation in etc.
• complete all of the questions and tasks listed in the Student Assessment Workbook
• meet all the requirements listed in this Student Assessment Guide
• your responses to the questions and tasks must be relevant, accurate and specific
• submit your completed Student Assessment Workbook to your Assessor within the set timeframes
• your work must be in your own words
• where you use an external source of information, you must provide citation.
Please be aware that your Assessor is here to provide you with the necessary support throughout the assessment process. If you have questions, then contact them for guidance.
Assessment Event 1 – Knowledge Questions
The information contained in this assessment event lists the questions that you will need to develop a written response. These questions are theoretical and provide evidence of your understanding of concepts relevant to advertising industry.Each question includes the requirements which indicate what you have to do and the depth of your response to achieve a satisfactory result.
Outline key features of the advertising industry in terms of operating environment, services, products, and organisational structure.
R 1. explain the features of the advertising industry in terms of its:
• operating environment
• trends in services and products
• organisational structure
R 1. word count is approximately 500 words in total.
Explain principles and purposes of advertising.
R 2. list and explain five principles of advertising
R 3. list and explain five purposes of advertising
R 4. word count is approximately 25 words per list item.
Using the table below, outline each of the five principles of consumer behaviour (PCB), and for each one, provide an example of how it influences buying behaviour.
R 1. your explanations must include a minimum of two factors that underpin that principle
R 2. provide a real-life example for each principle
R 3. word count is approximately 100 words per principle.
PCB Explanation of principle Examples on buyer behaviour
Outline range of available advertising approaches for different markets.
R 1. list five distinct advertising approaches in terms of media
R 2. list five distinct advertising approaches in terms of strategy
R 3. for each approach, explain which markets it is effective
R 4. provide rationale for your explanation
R 5. word count is approximately 25 words per rationale.
Using the tables below, identify and explain key provisions of relevant legislation, codes of practice, and national standards affecting business operations in the advertising industry.
R 1. list a legislation for each of the following area of operation:
• advertising practices
• fair trading
• privacy and confidentiality
• work health and safety
• employee relations
R 2. list five codes and standards related to the advertising industry
R 3. explain the key provisions of each listed item
R 4. word count is approximately 50 words per explanation.
Legislations Key Provisions
Codes and Standards Key Provisions
Identify ethical principles relevant to advertising industry.
R 1. list five ethical principles
R 2. describe how each principle relates to the industry
R 3. word count is approximately 25 words per description.
Assessment Event 2: Buscon Simulation
In this simulation, you will undertake a number of tasks associated with creating three print advertisements including a newspaper, magazine, and an outdoor billboard. The focus is on creating these print ads that will help Buscon (the simulation organisation) to effectively promote its brand message as required. This entails you to carry out the following actions:
• review the Creative Brief and understand client’s specifications
• meet with the client to confirm requirements
• create three print advertisements incorporating design principles and clearly communicating concept, for:
an outdoor forum
• ensure these ads:
are in line with the requirements stipulated in the Creative Brief
conform to the DigiGeek’s policy and procedures.
Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes understanding the background of the simulation and the criteria you will be assessed on. These are located in the Appendix of this document.
Task 1: Interpret Creative Brief
In this task, you will review the Creative Brief, then conceptualise the creative context and lay the groundwork for the creation of the three print ads. Once you complete your review, you will then meet with the client to seek approval before commencing work.
1.1 Determine central idea and techniques
R 1. summarise the central idea
R 2. list two techniques to express the central idea
R 3. provide a rationale for each technique
R 4. word count is approximately 150 words in total.
1.2 Identify and check content and supporting information for accuracy and completeness
R 1. summarise the accuracy and completeness of the Creative Brief:
• list a minimum of three issues with its content and supporting information
• explain how these issues would have an impact on creating the print ads
R 2. word count isapproximately 25 words per issue.
1.3 Develop the Ad Creation Plan
R 1. develop the ‘Ad Creation Plan’ in accordance to DigiGeek procedures and client requirements:
• list a minimum of three parent tasks each with a minimum of three subtasks
• data must be in accordance to the Creative Brief requirements
• work breakdown structure must be coherent
• document your assumptions (where applicable)
R 2. attach a screenshot of your Ad Creation Plan to your Student Assessment Workbook.
1.4Meet with the Creative Director
R 1. hold an interactive session with the Creative Director:
• confirm the central idea and techniques to be used (Task 1.1)
• clarify content and supporting information (Task 1.2)
• present the Ad Creation Plan (Task 1.3) and seek approval
• note feedback from the Creative Director on all of the above
R 2. make the necessary amendments in accordance to DigiGeek procedures (if required)
R 3. actions must meet all the criteria provided in the Observation Check Sheet A in Appendix B
R 4. duration for this session is 30 minutes in total.
1.5Identify legal and ethical constraints
R 1. outline legal constraints:
• list five legal constraints referencing corresponding legislation, codes and standards
• explain how each will have an impact on the print ads to be created
R 2. outline ethical constraints:
• list five ethical constraints
• explain how each related to the print ads
R 3. word count is approximately 25 words per constraint.
Task 2: Create Mass Print Media Advertisements
In this task, you will determine suitable elements for designing and creating the three print ads. You will then create the three print ads in accordance to the requirements of the Creative Brief and DigiGeek Style Guide. Finally, you will submit the draft to the Creative Director for review and then make the necessary refinements as required to finalise ad creation process.
2.1 Determine the elements of print advertisements
R 1. select elements to communicate the central idea and key message:
• list seven elements
• these elements must be appropriate to communicate the brand message
• these elements must be suitable for the design and creation of each print ad
R 2. explain the purpose of each option in the print ads
R 3. word count is not critical.
2.2 Create the print ads
R 1. create the three print ads in accordance to:
• the requirements of the Creative Brief
• DigiGeek Policy and Procedures
• legal and ethical requirements
• the performance criteria listed in the ‘Print-Ads Check Sheet’ in Appendix B
R 2. attach your draft versions to your Student Assessment Workbook
R 3. email the draft versions to the Creative Director for review asking for the final submission.
2.3 Revise and finalise the print ads
R 1. refine your drafts in accordance to the Creative Director’s feedback (where required)
R 2. revised versions must meet all the criteria listed in the ‘Print-Ads Check Sheet’
R 3. attach your final versions to your Student Assessment Workbook
R 4. attach the email exchange including the feedback to your Student Assessment Workbook.
Appendix A: Buscon Simulation
DigiGeek is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media. Its team manages marketing projects from start to finish, beginning with ideation and digital strategy, all the way through to UX, website design and development.
In this simulation, DigiGeek has been approached by a client, Buscon,a Brisbane-based business consultant practice specialised in providing business management systems and services to start-ups and SMEs across Australia. The motivation is to promote the free networking event which has a key focus on forming a community through a mobile app that was developed by DigiGeek for the client earlier in the year.
You will be the freelancer Advertiser Designer hired by DigiGeek to create three print advertisements, namely a newspaper, magazine and a bulletin, in line with client requirements, DigiGeek procedures, and the regulatory context in order to increase awareness for the event. For detailed information on the simulation context, refer to the ‘Creative Brief’ document provided.
This simulation is divided into the following phases:
Phase 1: you will lay the necessary groundwork for the creation of the print ads.
Phase 2: you will create the print ads in alignment with the Creative Brief and DigiGeek procedures.
Your Role in the Simulation
You will be the freelancer Advertising Designer hired by DigiGeek in the simulation. Your roles and responsibilities in the simulation are:
Phase 1 occurs in Task 1. In Task 1.4, you will hold a 30-minutes interactive session with the Creative Director to elicit their opinions about your groundwork laid in Tasks 1.1 – 1.3, and clarify and confirm your understanding on client requirements.
Note that your Assessor will not play a role in this observation activity as they will be observing your interaction with the stakeholders and documenting evidence in the Observation Check Sheet A provided in Appendix B. You are advised to familiarise yourself with the criteria listed in this Observation Check Sheet A prior to undertaking the simulation task.
In Phase 1, your main duties in the organisation as the Advertising Designer are as follows:
• review the Creative Brief and:
understand client’s requirements
identify issues with content and supporting information
determine techniques to reflect the central idea
create a plan in line with DigiGeek procedures to confirm time, schedule, and budget requirements
• meet with the Creative Director to confirm all of the above
• identify legal and ethical constraints in relation to the creation of the print ads.
Phase 2 occurs in Task 2. In Phase 2, you will perform the following:
• using appropriate industry design software, create three print advertisements that:
are in line with the requirements stipulated in the Creative Brief
conforms to the organisation’s policy and procedures
employ appropriate design principles and elements
meet legal and ethical requirements
• proofread and finalise the print ads in accordance to client feedback.
The simulation chosen is to give you the opportunity to provide evidence that demonstrates your ability tocreate print advertisements based on client and organisational requirements. We have tried to make this simulation as real as possible within a classroom setting through using scenarios that are typical of a workplace as well as bringing actors to interact with you. To carry out your role in this simulation will require you to follow these steps:
Step 1. At the commencement of the unit,your Assessor will overview the assessment with you. You will then sign the declaration of your understanding located in the Student Assessment Workbook (Pre-Assessment Checklist).
Step 2. Prior to the commencement of this assessment:
• Your Assessor will provide you with the following resources:
Print-Ad Policy and Procedures.
• With your Assessor, you will review all of the sources listed above in addition the following:
the student’s role in the simulation.
You will confirm your understanding with your Assessor before you undertake your assessment.
Step 3. As soon as you confirm your understanding with the Assessor, you will be given the deadline for the submission of your first drafts and the date for the role play with the Creative Director.
Step 4. Before you commence on your copy production, your Assessor will arrange the equipment and facility needs required for you to undertake the simulation. This will include the following:
• quite room
• word-processing software (to document their responses)
• industry design software (to design and produce the copy).
In case you have other requirements, you must communicate these with your Assessor prior to undertaking the simulation activities.
Step 5. You will review the Creative Brief, summarise the central idea, and identify the techniques required to execute the idea (Task 1.1).
Step 6. You will check the content and supporting information provided in the Creative Brief to identify its accuracy and completeness (Task 1.2).
Step 7. You will develop the ‘Ad Creation Plan’ in accordance to DigiGeek procedures (Task 1.3).
Step 8. You will hold a 30-minutes interactive session with the Creative Director to clarify and confirm the client requirements based on your preliminary work conducted in earlier tasks. After the meeting, you will make the necessary refinements as per the given feedback (where required). Your Assessor will observe your interaction with the Creative Director throughout the session usingthe Observation Check Sheet A provided at the end of this document (Task 1.4).
Step 9. You will conduct a desk research and identify the legal and ethical requirements related to your print advertisements (Task 1.5).
Step 10. You will determine the elements of print advertisements which will establish the basis for your creation (Task 2.1).
Step 11. You will create the three print ads based on your earlier preparation and send the initial drafts in an email to the Creative Director for their review. Note that your Assessor will play the role of the Creative Director and provide you with timely feedback to enable you to make the necessary refinements and finalise your print ads. Your Assessor will assess the quality of your print advertisements based on the performance criteria given in Observation Check Sheet B in Appendix B (Tasks 2.2 and 2.3).
Step 12. You will document and attach all your print advertisements (all initial and final versions) to your Student Assessment Workbook.
Step 13. You will submit your Student Assessment Workbook to your Assessor by the deadline.
Assessment Conditions for the Observation
The information in this section outlines the assessment conditions for the Observation which occurs in Phase 1 and involves your interaction with a stakeholder, the Creative Director.
Before the Observation:
• you must ensure that you have read and understood any documents required to undertake the Observation
• you must ensure that you have read and understood all performance requirements listed under each task
• you must ensure that you have read the requirements listed in the Observation Check Sheet A as your performance will be judged based on these criteria (see Appendix B)
• your Assessor will inform you of the date of your Observation.
During the Observation:
• you will be interacting with the Creative Director
• it has a total duration of 30 minutes
• other studentswill not be observers during the session as this will give them an unfair advantage
• the Creative Director will be role played by staff from the RTO or other externals
• your Assessor will brief them on your topic so that they can carry out their actions in an appropriate manner
• you cannot refer to the Observation Check Sheet A while undertaking the Observation
• your Assessor will:
observe you individually based on the criteria in the Observation Check Sheet A
document their observations in detail on the Observation Check Sheet A
provide extensive written feedback
ensure that the session will be free from distractions
• you must comply with WHS requirements
• you must demonstrate all the criteria in the Observation Check Sheet A to achieve a satisfactory result for the Observation.
After the observation:
• if you are successful, your Assessor will summarise your performance during the observation
• if you are unsuccessful, your Assessor will:
provide written feedback on the Observation Check Sheet explaining their justification in detail
communicate this feedback to you
arrange another suitable time to observe your second attempt.
Appendix B: Observation Check Sheets
We have provided the two observation check sheets for you to prepare for your assessment with the Assessor. We recommend you use this as a planning tool so that you are fully prepared for the observation session with the Creative Director and the creation of your print advertisements.Note that you must demonstrate all the criteria listed in the following check sheets to be deemed satisfactory for the tasks related (Task 1.4 for the observation and Task 2.3 for the print advertisements).
Observation Check Sheet A: Meeting with the Creative Director
• welcomesthe Creative Director with a friendly and positive approach
• introduces own self
• outlines the agenda and objectives of the session in a clear and concise manner
2.1. Discusses the central idea and the techniques:
• overviews the background of the project
• summarises the central idea
• explains the proposed techniques to deliver the central idea
• provides rationale behind their arguments
• requests feedback
2.2. Clarifies content and supporting information:
• instigates a discussion on the issues related to content and supporting information provided in the Creative Brief
• seeks clarification on these issues
• requests further information on these issues highlighted
• takes notes of the requested information
2.3. Presents the Ad Creation Plan:
• overviews each task
• justifies the hours, costs, and resources for each task
• requests feedback on the plan
• takes notes of the feedback
• gains approval on the plan
2.4. Confirms graphic elements:
• summarises high-level requirements for style and visual elements
• requests input on these requirements
• takes notes of the feedback
• gains approval on these requirements
• provides an accurate overview of the session
• links to the Introduction and Body
• summarises the session outcomes
• links outcomes to the client’s requirements
• confirms agreement with the Creative Director
• finishes the session in 30 minutes
- Consultation and Negotiation:
4.1. Questioning Skills:
• exhibits confidence when asking questions (maintains appropriate eye contact, facial expressions, posture and gestures)
• uses pauses correctly to allow time for thought (e.g.; a three second pause after a question)
• seeks collaboration using encouraging statements(e.g.; ‘May I have your opinion on this?’)
• confirms understanding through close-ended questions (e.g.; ‘did I understand you right’)
• seeks input if withdrawn through open-ended and probing questions (e.g.; ‘what do you mean by that?’)
• seeks detailed response using funnel questions (e.g.; ‘have you thought about this? Did it work? How was it?)
• clarifies if the Creative Director is clear with the question
• vocal pitch is appropriate
• tone is pleasant
• pace is at the right speed to achieve clarity
• volume is appropriate for the participants
• has a good pronunciation for clarity
4.2. Listening Skills:
• continuously interacts with Creative Director and contributes to the discussion
• encouragesCreative Director to continue with small verbal comments (e.g.; ‘Yes’, ‘uh huh’)
• provides relevant and logical responses to Creative Director
• monitors non-verbal and verbal cues and adjusts own self to the discussion accordingly
• seeks clarification asking related questions or paraphrasing to exhibit attention (e.g.; ‘So, you are saying that..’)
• maintains appropriate eye contact, facial expressions, posture and gestures to align with message (e.g.; nodding the head to confirm understanding)
• takes notes without losing focus
• validates input and encourages Creative Director to raise queries
• does not interrupt when Creative Director is talking
• appears prepared for the meeting
• is assertive where required (with respect)
• keeps emotions in check displaying a calm and focused appearance
• states desired outcomes with sound reasoning
• fosters a collaborative atmosphere throughout the session
• acts decisively
• exhibits credibility (knows what they are talking about)
• concludes each discussion with confirmation (e.g.; ‘do we agree on that now?’)
Observation Check Sheet B: Print-Ad Check Sheet
- The Main Theme
• conveys the central idea clearly and accurately
• effectively applies the techniques chosen (in Task 1.2)
• addresses the communication objective
• communicates the key message clearly and accurately
• shows an awareness for target audience profile
• conceptual theme is unified across the print ads
• shows the brand image correctly
• promotes attendance
• creates stimulus
• includes mandatory artwork
• resonates with the audience
- Layout, visual and textual elements:
• give simple and uncomplicated outlook
• have clear and consistent focus on the main idea
• are divided into logical and digestible parts
• grab viewer attention in a purposeful manner
• have logical links with each other
• have good foreground and background contrast
• show unity (overall harmony amongst all elements)
• maintain good proportion of whitespace and margins
• do not look cluttered, balancing whitespace and elements
• have sufficient spacing between text and other objects
• leave appropriate whitespace around the margins
• are not distracting but informative
• incorporate font and vibrant coloursthat match the tone
• have fonts that vary in size to differentiate the main points
• ensure scannability using skimmable text
• use variety in text (e.g. bold, italics, etc.) to create emphasis
• are easy to understand (in terms of comprehension)
• employ legible typography
• use typeface that complements the message
• use font appropriate to the brand image and overall concept
• include a headline that is easy to read and captures attention
• headline and graphic elements are consistent with each other
• convey the message clearly and concisely
• include simple and short sentences
• incorporate vocabulary that is engaging and support the main idea
• use plain English that ensures the message is easy to understand
• avoid redundancy and verbosity
• avoid complicated jargon
• avoid clichés, gimmicks and forced messages
• free of typos, punctuation errors and grammar issues(unless done intentionally to exhibit humour)
- Legal and ethical requirements
3.1. The ad is free from:
• false claims or misleading statements
• discriminatory language
• inappropriate language
• obscenity in visuals
3.2. The ad:
• includes truthful and accurate content
• does not use offensive language
• incorporates decent content
• avoids puffery
• shows fairness and responsibility to the audience
• does not violate social integrity