BSBMKG555 Student Assessment Information Pack

Student Pack
What is the purpose of this document?

The Student Pack is the document you, the student, needs to complete to demonstrate competency.
This document includes the context and conditions of your assessment, the tasks to be completed by
you and an outline of the evidence to be gathered.
The information includes the following:
• Information related to the unit of competency

• Guidelines and instructions to complete each task and activity
• A student evaluation form
Student Evaluation Form
These documents are designed after conducting thorough industry consultation. Students are
encouraged to evaluate this document and provide constructive feedback to their training organisation
if they feel that this document can be improved.
Link to other unit documents
• The Student Pack is a document for students to complete to demonstrate their competency. This
document includes context and conditions of assessment, tasks to be administered to the
student, and an outline of the evidence to be gathered from the student.
• The Unit Mapping is a document that contains information and comprehensive mapping with the
training package requirements.
• The Unit Requirements is a document that contains information related to the unit of
competency for the Training Organisation staff and students.
BSBMKG555 Student Assessment Information Pack V1 Page 1 of 80
1. Student and trainer details
Student details
Full name:
Student ID:
Contact number:
Email address:
Trainer details
Full name:
2. Qualification and unit of competency

Qualification/Course/Program Details
Code:
Name:
Unit of competency
Code: BSBMKG555
Name: Write persuasive copy
3. Assessment Submission Method

☐ By hand to trainer/assessor ☐ By email to trainer/assessor
☐ Online submission via Learning Management System (LMS)
☐ Any other method _________________________________________________
(Please describe here)
4. Student declaration
• I have read and understood the information in the Unit Requirements prior to commencing this
Student Pack
• I certify that the work submitted for this assessment pack is my own. I have clearly referenced
any sources used in my submission. I understand that a false declaration is a form of
malpractice;
• I have kept a copy of this Student Pack and all relevant notes, attachments, and reference
material that I used in the production of this Student Pack;
• For the purposes of assessment, I give the trainer/assessor permission to:
o Reproduce this assessment and provide a copy to another member of staff; and o Take
steps to authenticate the assessment, including communicating a copy of this assessment
to a plagiarism checking service (which may retain a copy of the assessment on its
database for future plagiarism checking).
Student signature: ________________________________
Date: ____/_____/______________
5. Assessment Plan
The student must be assessed as satisfactory in each of the following assessment methods in order
to demonstrate competence in a variety of ways.
Evidence number/ Assessment method/ Type of evidence/ Sufficient evidence
Task number Task name recorded/Outcome
Assessment task 1 Knowledge Test (KT) S / NS (First Attempt)
S / NS (Second Attempt)
Assessment task 2 Project S / NS (First Attempt)
Assessment task 3 Project (PT) S / NS (First Attempt)
Outcome C ☐ NYC ☐ Date assessed: Trainer signature:
6. Completion of the Assessment Plan
Your trainer is required to fill out the Assessment Plan Outcome records above, when:
• You have completed and submitted all the requirements for the assessment tasks for this
cluster or unit of competency.
• Your work has been reviewed and assessed by your trainer/assessor.
• You have been assessed as either satisfactory or unsatisfactory for each assessment task
within the unit of competency.
• You have been provided with relevant and detailed feedback.
Every assessment has a “Feedback to Student” section used to record the following information. Your
trainer/assessor must also ensure that all sections are filled in appropriately, such as:
• Result of Assessment (satisfactory or unsatisfactory)

• Student name, signature and date
• Assessor name, signature and date
• Relevant and detailed feedback
7. Unit Requirements
You, the student, must read and understand all of the information in the Unit Requirements before
completing the Student Pack. If you have any questions regarding the information, see your
trainer/assessor for further information and clarification.

PreAssessment Checklist: Task 1 - Knowledge Test
The purpose of this checklist
The pre-assessment checklist helps students determine if they are ready for assessment. The
trainer/assessor must review the checklist with the student before the student attempts the
assessment task. If any items of the checklist are incomplete or not clear to the student, the
trainer/assessor must provide relevant information to the student to ensure they understand the
requirements of the assessment task. The student must ensure they are ready for the assessment
task before undertaking it.
Section 1: Information for Students
☐ Make sure you have completed the necessary prior learning before attempting this assessment.
☐ Make sure your trainer/assessor clearly explained the assessment process and tasks to be
completed.
☐ Make sure you understand what evidence is required to be collected and how.
☐ Make sure you know your rights and the Complaints and Appeal process.
☐ Make sure you discuss any special needs or reasonable adjustments to be considered during the
assessment (refer to the Reasonable Adjustments Strategy Matrix - Appendix A and negotiate
these with your trainer/assessor).
☐ Make sure that you have access to a computer and the internet (if you prefer to type the
answers).
☐ Make sure that you have all the required resources needed to complete this assessment task.
☐ The due date of this assessment task is in accordance with your timetable.
☐ In exceptional (compelling and compassionate) circumstances, an extension to submit an
assessment can be granted by the trainer/assessor. Evidence of the compelling and
compassionate circumstances must be provided together with your request for an extension to
submit your assessment work.
☐ The request for an extension to submit your assessment work must be made before the due
date.
Section 2: Reasonable adjustments
I confirm that I have reviewed the Reasonable Adjustments guidelines and criteria as
provided in Appendix A and attached relevant evidence as required and select the correct
checkbox.
☐ I do require reasonable adjustment
☐ I do not require reasonable adjustment
Declaration (Student to complete)
☐ I confirm that the purpose and procedure of this assessment task has been clearly explained to
me.
☐ I confirm that I have been consulted about any special needs I might have in relation to the

assessment process.
☐ I confirm that the criteria used for this assessment has been discussed with me, as have the
consequences and possible outcomes of this assessment.
☐ I confirm I have accessed and understand the assessment information as provided in the
Training Organisation’s Student Handbook.
☐ I confirm I have been given fair notice of the date, time, venue and/or other arrangements for
this assessment.
☐ I confirm that I am ready for assessment.
Student Name: ______________________________________
Student Signature: ___________________________________
Assessment method-based instructions and guidelines:

Knowledge Test
Assessment type
• Written Questions
Instructions provided to the student:
Assessment task description:
• This is the first (1) assessment task you must successfully complete to be deemed
competent in this unit of competency.
• The Knowledge Test is comprised of seven (7) written questions
• You must respond to all questions and submit them to your Trainer/Assessor.
• You must answer all questions to the required level, e.g. provide an answer within the
required word limit, to be deemed satisfactory in this task
• You will receive your feedback within two (1) week, and you will be notified by your
Trainer/Assessor when your results are available.
Applicable conditions:
• All knowledge tests are untimed and are conducted as open book assessment (this means
you can refer to your textbook during the test).
• You must read and respond to all questions.
• You may handwrite/use a computer to answer the questions.
• You must complete the task independently.
• No marks or grades are allocated for this assessment task. The outcome of the task will be
Satisfactory or Not Satisfactory.
• As you complete this assessment task, you are predominately demonstrating your written
skills and knowledge to your trainer/assessor.
Resubmissions and reattempts:
• Where a student’s answers are deemed not satisfactory after the first attempt, a
resubmission attempt will be allowed.
• The student may speak to their trainer/assessor if they have any difficulty in completing
this task and require reasonable adjustments.
• For more information, please refer to the Training Organisation’s Student Handbook.
Location:
• This assessment task may be completed in:
☐ a classroom
☒ learning management system (i.e. Moodle),
☐ workplace,
☐ or an independent learning environment.
• Your trainer/assessor will provide you with further information regarding the location for
completing this assessment task.
Instructions for answering the written questions:
• Complete a written assessment consisting of a series of questions.

• You will be required to answer all the questions correctly.
• Do not start answering questions without understanding what is required. Read the
questions carefully and critically analyse them for a few seconds; this will help you to
identify what information is needed in the answer.
• Your answers must demonstrate an understanding and application of the relevant concepts
and critical thinking.
• Be concise, to the point and write answers within the word-limit given to each question. Do
not provide irrelevant information. Remember, quantity is not quality.
• You must write your responses in your own words.
• Use non-discriminatory language. The language used should not devalue, demean, or
exclude individuals or groups based on attributes such as gender, disability, culture, race,
religion, sexual preference or age. Gender-inclusive language should be used.
• When you quote, paraphrase, summarise or copy information from other sources to write
your answers or research your work, always acknowledge the source.
Purpose of the assessment
This assessment task is designed to evaluate student’s knowledge essential to write persuasive
copy in a range of contexts and industry settings and knowledge regarding the following:
• Knowledge of the key features of creative briefs including:

o communication purpose and objective o positioning
strategy o customer profile and positioning o key
messages o communication tool o call to action o budget o
timeframe
• knowledge of the persuasive content requirements
including: o positioning o key messages o call to action
• knowledge of the formatting requirements for content including:
o language o
writing style o
level of detail
• knowledge of the legislation, standards and codes of practice affecting production and
delivery of copy
• knowledge of the constraints to be considered during analysis, evaluation and preparation
of copy
• knowledge of the organisational policies and procedures relevant to writing copy
• knowledge of the persuasive writing techniques.
Task instructions
• This is an individual assessment.
• To ensure your responses are satisfactory, consult a range of learning resources and other
information such as handouts, textbooks, learner resources etc.
• To be assessed as Satisfactory in this assessment task, all questions must be answered
correctly.
Assessment
Task 1 : Knowledge Test
Provide your response to each question in the box below.
Q1: Explain the key features of creative briefs that include the following:
a) communication purpose and objective
Publicity, marketing, advertising, public relations, product launches, consumer
education, and other aspects of the promotion plan are included, with communication
playing the most important role in channelling all of the operations.
• Organising Resources: Different resources, such as financial, human, and material
resources, are vital elements of an organisation, and communication plays a critical role
in coordinating all of these resources.
• Increasing Worker Efficiency: To improve workforce efficiency, managers must convey
the correct practices, strategies, and items at the right moment in the most
personalised way possible. An effective communication strategy best serves this.
• Motivating Others/Audiences: Whether you’re operating a business or directing any
social or educational endeavours, you’ll need to motivate people. To stay motivated in
achieving the goals, you must properly encourage your audiences.positioning strategy
b) customer profile and positioning
Customer profiles are files containing information on individual customers, such as age,
gender, and purchasing habits, that determine who to target with certain products.
The Psychographic Method: To establish market categories, the psychographic approach looks
at clients’ lives. Many factors, such as hobbies, interests, values, and socioeconomic status,
contribute to adopting the psychographic method.
 •Age, locality, and gender are all determinants of lifestyle and demography.
 A subset of lifestyle is activities, interests, and opinions, which focuses on your

consumers’ activities, interests, and opinions.
 How people were raised affects their values, attitudes, and socioeconomic class.
 Consumer Typology as a Method: Customers are classified into customer typologies
based on their motives, attitudes, and ways to engage them. Consumers are divided
into four categories: loyal customers, discount customers, impulsive customers, and
need-based customers.
 Loyal customers are hard to come by, but they’re worth their weight in gold.
 On the other hand, discount shoppers have no preference for one brand over another.
 Impulsive shoppers don’t go shopping with a clear goal in mind.
 Need-driven shoppers are the polar opposite of impulsive shoppers.
c) key messages
A messaging document’s main messages should accomplish the following:
 State the key point you want people to remember about your product or service.
 Resonate with the audience you’re trying to reach, so they pay attention and believe

what you’re saying is important.
 State what you need to say clearly and simply, such as what you stand for, why you’re
different, what value you give, what issues you address, and so on.
 Keep the tone and style in mind: Short, snappy phrases work best with a style ideal for
social media posts.
d) communication tool
• Employees and project teams require collaboration tools to help them work more
efficiently. These include private messaging, group messaging, and chat. Members can’t
discuss ideas and maintain track of group progress without a platform to cooperate on. Emails
are frequently misplaced, unopened, or discussions get excruciatingly lengthy.
• Intranet social software: Every company passes through a transition period when it
becomes obvious that its internal communications are failing. In your IT department, it’s all too
common to move forward with technology without questioning why it’s being done. You can
determine what software or solutions will enhance how members communicate by searching
for a few indicators inside your organisation.
• Internal blogs and videos: Using your corporate intranet to post-training films,
messages from top-level management or cultural videos will boost employee engagement and
retention. Infographics are another fantastic approach to show vital information when it comes
to image-focused content.
• Workplace discussion forums: Information sharing is critical for internal growth and
community. Veteran employees may assist new employees in coming up to speed faster and
with fewer mistakes by orienting them on what’s going on within the company.
e) call to action
A call to action is a prompt website that instructs the user to do something specific. A
call to action is usually phrased as a command or action phrase, such as “Sign Up” or
“Buy Now,” which usually appears as a button or hyperlink.
f) budget
To keep their budgets alive, creative teams are frequently expected to explain the
return on their investments. After all, the purpose of the creative process is to bring a
company’s business plan to life in an engaging way.
g) Timeframe
The finest examples of helpful visualisations are creative timelines. They communicate a
lot of information, but they also put it in perspective by presenting it sequentially
alongside other occurrences. Timelines can go all the way back in time or all the way
ahead in time.
1. It’s as easy as illustrating a series of events: A table of contents is an example of a creative

“timeline.” It displays the locations of several chapters as well as a visual overview of what
each chapter will cover.
2. Highlight events that have had or will have the greatest influence: Using varying sizes of
bubbles throughout the timeline, this creative timeline example illustrates connected events
and their anticipated impact.
3. Compare two (or more) projects simultaneously: This imaginative timeline illustrates the
quantity of media mentions specific diseases received in every given year. You can see how
frequently some diseases were mentioned compared to others.

Q2: Answer the following questions:
2.1 What is the requirement of positioning in persuasive content? Answer in 150 –

200 words
.
• The audience of your marketing message will immediately understand why they should
be interested in your service, product, solution, technology, or organisation if you position it
correctly.
• The positioning provides a conceptual space in the mind of your target audience that
you may claim with the idea that has a compelling significance for them. Your answer to the
recipient’s problem meets and forms a meaningful bond in this mental area. This implies that
you must be as knowledgeable about your clients and their problems as your product.
• A positioning statement is a brief, declarative sentence that states a benefit while

addressing the target market’s most pressing problem. In addition to your company or product
name, a positioning statement clarifies why the target market should be concerned about your
claim and take action. All of your marketing communications revolve around your positioning
statement.
2.2 What is the need for key messages in persuasive content? Answer in 150-200
words.
• Positioning messages are a collection of carefully calibrated and targeted informational

platforms upon which a firm rest, similar to branding.
• Dynamic communications change in response to specific company issues, such as

quarterly earnings announcements, product launches, or crises.
• Key themes are crucial because they serve as the cornerstone of an organisation’s
branding and marketing activities, and they should be represented in all written and spoken
communications.
• They are the essence of what you want to convey, keeping in mind that communication
is about the receiver’s perception of it and what they do with it, not what you say or transmit.
• The cornerstone of public relations is key messaging. They assist public relations in
prioritising activities, ensuring consistency, and remaining focused while interacting with the
media, workers, and other stakeholders.

Your company’s key statements construct a storey that crystallises business information,
inspires calls to action, and solidifies public opinion
2.3 What is the requirement of a call to action in persuasive content? Answer in 150-
200 words.
• CTAs Inspire Your Sales Funnel: Sales funnels and CTAs are tightly related. The calls to
action serve as a connection point between the various stages of the buyer's journey. They tell
the user what to do next and encourage them to get started right away. Whether you want
your user to visit your blog, give you their contact information, download an e-book, or
subscribe to an email list, you must incentivize this action with a well-placed CTA along the
sales funnel.
• Customers Expect Them: Calls to action aren’t simply vital for the company; customers
also expect them. Many users rely on the CTA at the bottom of the page to prompt them to
take the next action. They’ve read your ad content, are interested in learning more about your
company, and are looking for the CTA button to find out what they should do next.
• Why They Help Digital Advertising Succeed: Digital advertising is all about creating buzz
about your product or service, capturing customers’ attention, and persuading them to buy.
The call to action is the missing piece of the jigsaw that emphasises the ad copy’s effectiveness.
Your copy messaging will fall flat if you don’t include a CTA.

Q3: Explain the following formatting requirements for the content in 100-150 words each:
a) Language
Formatting requirements for content regarding language are :

1.Choose the Right Language Level: When editing, keep the aforementioned in mind since
you’ll need to be careful with your word choices while still meeting your content objectives.
2. Avoid Using Expressions: An expression, also known as an idiom, is a term that is often used
to communicate a thought.
3. Ditch the Clichés: A cliché is a phrase that has been overused to the point of losing its
original meaning or becoming old and monotonous.
4. Avoid Alliteration, Assonance, and Consonance: When two or more words begin
with the same letter or sound, you’re employing alliteration.
b) Writing style
Writing style formatting requirements for content are:
1. Be Succinct: Being as concise as possible not only enhances your work but also saves you
money when you translate it. Tightening your sentences and deleting any repetition saves you
money. The reason for this is because your word count is used to determine translation
expenses.
2. Make your page more white space-friendly by creating shorter paragraphs.

3. Use subheads to make your blog style easier to read.
4. Include bulleted lists everywhere you provide information in a series.
5. Use blockquotes to emphasise important points.
6. Include links for visual appeal as well as search engine optimisation.
7. Include at least one graphic to help your audience understand what you’re saying.
c) Level of detail
• In writing, the degree of detail (also known as the level of abstraction) relates to
three concepts: accuracy in selecting the appropriate words to construct phrases,
clauses, and sentences.
• Sufficient knowledge for the reader to make an informed decision on the issue
• Sufficient information for the reader to take appropriate action
• Accuracy of the data based on the kind of data
• Accuracy of the data based on the target audience
• Adequate level of information for the subject
• Appropriate degree of detail for the audience size; knowledge required for
comprehension or experience

Q4: Explain the following legislation, standards and code of practices that affect the production and
delivery of persuasive copy:
a) Copyright Act 1968

The Copyright Act of 1968 governs copyright in original literary, dramatic, musical, and artistic
works and subject matter other than works in Australia.
The manner of expressing ideas, rather than the ideas, information, or concepts represented, is
protected by copyright.
The exclusive right to reproduce a literary, dramatic, or musical work in a material form;
publish and communicate the work in public; adapt the work, Copyright in a literary, theatrical,
or musical work can include the ability to enter into a commercial leasing contract in respect of
the work reproduced in a sound recording.

If the author was a “qualified person” when the work was completed or for a
significant portion of that period, copyright would exist in an unpublished literary,
theatrical, musical, or artistic work. must not only be an expression of unique or
imaginative ideas, but it must also be the work of an author rather than a copy.
b) Patents Act 1988 and Trademark protection
Australian patent law governs the award of a temporary monopoly on the use of an
invention in return for the innovation’s publication and free use after a certain period.
The Patents Act of 1990 is the most important piece of law. IP Australia, a
Commonwealth government body, is in charge of patent administration. An Australian
patent gives you the legal right to prevent anyone from making, using, or selling your
innovation in Australia. It can also be used to contract with someone else to produce
an innovation under certain conditions. IP Australia manages Australian patents.
c) Design Act 2003, and Database right
enables persons to seek registration of specific visual elements (shape, configuration,
pattern, and ornamentation) of a product that is unique and distinctive, giving the registrant
an exclusive right to exploit the design of that object.
Database rights: Australia does not recognise database rights as a distinct set of rights.
Therefore any protection for databases must be sought under the standard Intellectual
Property Rights Regime for copyright-protected copyrighted literary works. The database
right protects databases that are not subject to the same conditions as copyright protection
and is only recognised in a small number of jurisdictions. The TRIPS Agreement stipulates
that copyright protection applies to databases and other compilations if created intellectually
by selecting or organising their contents, even if some or all of the contents are not
copyrighted items.

Q5: Answer the following questions:
5.1. What are the three (3) constraints to be considered during the analysis, evaluation and
preparation of persuasive copy? Answer in 150-200 words.
• The copy should be written in such a way that it enlists the support of potential
customers. A broad appeal to all falls on deaf ears and fails to pique the interest of any specific
group or portion of the population.

• The copy should be drawn up with a specific objective rather than the general one of
increasing sales. As sales are circumscribed by several barriers like the feeling of high prices,
the existence of rival brands, lack of quality confidence or knowledge of poor performance, the
message of the copy should be directed to dispel the wrong impression or overcome the
consumer resistance.
• Copy being meant for conveying information, it must provide such information through
as simple, clear, concise and complete a copy as possible. A simple and clear copy requires
known words and familiar phrases
5.2. Explain the steps that are implemented to avoid constraints during the preparation of the
copy. Answer in 150-200 words.
1.Exploit your product’s benefits: The initial stage is to concentrate on your product’s advantages.
advantage of your competitors’ flaws: To produce engaging copy, you must first understand what sets
your product apart from the competition. Once you’ve identified your rivals’ flaws, make sure your
audience is aware of them and understands why buying their goods would be a bad idea terrible
mistake.
3. Know your audience: Not everyone on the globe will see every advertisement. A certain audience
will see each ad, and it is the marketer’s responsibility to identify the optimum placement to ensure
that the target demographic sees it.
4. Share WIIFM (What’s In It For Me?) information: An advertising or marketing item is created for
various alternatives. Before you start writing your marketing text, make sure you have a good idea of
what you want to promotional piece, you need to understand your goals for that piece.
5.Know your media: When writing your text, keep in mind that each medium in which an ad is
published demands a particular tone or style.
6. Avoid TMI (Too Much Information): If you include too much detail in your content, you risk losing
your audience’s interest.

Q6: 6.1 What is the relevance of having organisational policies and procedures relevant to
writing copy? Answer in 100-150 words.
1. Improving Communication: A well-written policies and procedures handbook is a useful

communication tool for smoothly processing all business processes inside the company and
eliminating transmission gaps.
2. Setting expectations: policies and procedures for copywriting assist in establishing standards
for content structure, language, and style.
3. Improved productivity and goal achievement: Following processes leads to increased
productivity since there are fewer chances of making mistakes, which aids in achieving
organisational goals.
4. Promotes clarity in writing: When people adhere to policies and understand what is expected
of them, writing improves
6.2 What should be included in organisational policies and procedures for efficient
copywriting? Answer in 100-150 words.
1. Ethicality: Ethical behaviour necessitates considering what is essentially right or wrong in a

particular scenario. The correct thing to do isn’t always evident, and there are occasions when
you’re faced with an ethical problem.
2. Originality of thinking or expression: Creative writing reflects the author’s creative
imagination and originality of thought or expression.
3. Connection: Making people feel at ease with your company is a certain method to turn them
from semi-aware customers to active brand supporters.
4. Transparency: Behind-the-scenes secrets provide your consumers with a glimpse into your
world, reassuring them that you don’t simply speak the talk but do the walk. Customers want
to get to know and trust you before doing business with you, and allowing them access to your
domain gives them that opportunity.

Q7: Explain the following techniques for persuasive writing:
a. Focus on resonating with emotional problems

Everyone has problems, and your product or program is intended to assist people in resolving
one or more of these issues.
Many firms simply begin by describing their solutions. One of the most effective
persuasive tactics is to begin by empathising with your readers’ emotional difficulties.
People are drawn in and prepared to buy into a solution when they witness someone
discussing something “awful” they are going through. People want to know that you
understand their difficulties and are committed to your company’s purpose.
b. Draw attention to your points with rhetorical questions
Rhetorical questions draw your points. They’re not designed to be replied to. Therefore there
shouldn’t be one. If your query can be answered with a simple “yes” or “no,” it will not entice
visitors to continue reading. Instead, ask “What does this mean?” inquiries that make the
reader think. alternatively, “How are you going to do that?” Rhetorical questions pique readers’
interest and entice them to continue reading your text.
c. Incorporate facts, data, and other analytical information
• Some members of your audience may be more analytical than others.

• Some items or services aren’t designed to help people with emotional issues.
• Even when you can use emotion, having real evidence to back it up improves the
appeal.
•
d. Demonstrate social proof at key junctures

People assume the acts of others in an attempt to reflect appropriate behaviour in a given
scenario, which is known as social proof. When we decide, we want to know that other people
believe it is the best choice. Who are these “other” individuals?
• Specific people we admire
• People in comparable situations to us

• Large groups of unknown strangers
Influencer endorsements, client testimonials, and social share counts are all examples
of social proof.
e. Use tone to add emotion and keep things interesting
Your tone has the power to make your text come alive. It may make your creative brief a lot
more interesting for potential customers to read.
People’s reactions are influenced by what they see in your content. The tone you use is crucial.
It enables you to communicate as a fellow human being rather than a corporation seeking to
make a profit. It aids in the development of trust. Because your readers are also people, they
will identify with your tone when they read your text.

PreAssessment Checklist: Task 2 - Project
completed.

assessment (refer to the Reasonable Adjustments Strategy Matrix and negotiate these with your
trainer/assessor).
answers).
☐ Make sure that you have all the required resources needed to complete this Assessment Task
(AT).
date.
checkbox.
☐ I confirm that the purpose and procedures of this assessment task has been clearly explained to
me.
assessment process.
this assessment.
Student Name: ______________________________________

Project
Assessment type
• Project - Interpret a creative brief and evaluate a range of innovative options to write
persuasive copy.
• This is the second (2) assessment task you must successfully complete to be deemed
• This assessment task is a project Test.
• This assessment task consists of three (3) practical demonstration activities. ▪
Activity 1: Establish the content purpose
▪ Activity 2: Prepare persuasive content according to the creative
brief ▪ Activity 3: Finalise persuasive content and seek approval form.
• You will receive your feedback within two (1) week, and you will be notified by your
trainer/assessor when your results are available.
• You must attempt all activities of the project for your trainer/assessor to assess your
competence in this assessment task.
• This project is untimed and is conducted as an open book assessment (this means you are
able to refer to your textbook or other learner materials during the test).
• You will be assessed independently on this assessment task.
• As you complete this assessment task, you are predominately demonstrating your skills,
techniques and knowledge to your trainer/assessor.
• Your trainer/assessor may ask you relevant questions during this assessment task

• Where a student’s answers are deemed not satisfactory after the first attempt, a
resubmission attempt will be allowed.
Location:
☐ a classroom
☐ workplace,
• Your Trainer/Assessor will provide you with further information regarding the location for
The purpose of this assessment task is to assess the student’s knowledge and skills essential to
write persuasive copy in a range of contexts and industry settings.
• Skills to determine the creative brief’s objectives, timelines, and budget.

• Skills to evaluate and choose writing styles based on the creative brief
• Skills to assess design and copy possibilities in light of the creative brief
• Skills to choose one or more options for presenting required information and visuals within
the constraints of time and price.
• Skills to create persuasive content in accordance with the creative brief.
• Skills to seek feedback from relevant stakeholders.
• Skills to evaluate feedback and create persuasive material towards the end
• Skills to before releasing persuasive content, get approval from relevant personnel.
Task instructions
• The purpose of this assessment task is to interpret a creative brief and evaluate a range of
innovative options to write persuasive copy.
• The student will take on the role of the content writer.
• The student will have the responsibility to communicate messages in a wide range of
contexts.

• The student must use the templates provided to document their responses.
• The trainer/assessor must assess the student using the performance checklist
provided.
Assessment Task 2 -Project
Project
This assessment task requires you to interpret a creative brief and evaluate a range of innovative
options to write persuasive copy.
This includes:
● Reviewing the creative brief and understanding the client’s requirements ● Creating a website
ad copy that:
○ Aligns with the task requirements stipulated in the creative brief.
○ Complies with the organisation’s copywriting policy and procedures.
○ Complies with the ethical and legislative requirements.
To do so, the student will be required to complete the following activities:
● Activity 1: Establish the content purpose
● Activity 2: Prepare persuasive content according to the creative brief

● Activity 3: Finalise persuasive content and seek approval
Workplace/simulated workplace requirements

This assessment task will
b
e completed at your training organisation. The training organisation must meet the following
requirements:
Requirements:
The simulated workplace environment consists of: ●
Your training organisation as your workplace
● Standard operating/workplace procedures.
● Your trainer/assessor to provide you with assistance throughout the assessment activity.
● Workplace equipment and materials:
0 Computers and internet
○ Workstation
○ Printer
○ MS PowerPoint
● Legislation, regulations, standards and codes
0 Australian Consumer Law (ACL)

(https://www.accc.gov.au/accc-book/printerfriendly/29527)
○ https://www.legislation.gov.au/Details/C2019C00242
○ Privacy Act (https://www.legislation.gov.au/Details/C2021C00242)
○ Spam Act (https://www.legislation.gov.au/Details/C2016C00614)
○ Legal obligations when marketing

(https://business.gov.au/marketing/businessmarketing#legal-obligations-when-
marketing)
The simulated workplace environment must meet the following criteria:

Are there opportunities for students to: Yes/No/NA
Follow standard operating/workplace procedures
Use up-to-date software and equipment
Work within stated timelines to meet deadlines
Gain experience in the challenges and complexities of dealing with multiple

tasks

Experience prioritising competing tasks and dealing with contingencies
Workplace environment to work with others in a team
Safety processes relevant to the area of work
Equipment, materials and business software packages specified in the

simulated workplace requirements
Workplace environment sufficient to work independently and manage workload

Case study
Introduction
Creative Digitex is a marketing company specialising in marketing, branding, interactive solutions, and
visual communication across various platforms. Its staff oversees marketing projects from conception to
completion, from ideation to digital strategy through UX, website design, and development.
The organisation further writes persuasive content in the following forms based on the creative brief
provided.
• Digital o Magazine articles o

Website advertisements o Blogs
o Videos o E-books o Brochures
• Audio
The organisation have existing policies and procedures relating to copyright that each content designer,
content writer or copywriter must comply with.
Policies and procedures relating to copyright
Overview
Copyright refers to the owner’s exclusive rights to publish, copy, adapt, broadcast, and perform content
found in literary, dramatic, musical, and creative works, as well as computer software, sound
recordings, films, and broadcasts.
According to the Copyright Act, the owner is usually the author or creator of the copyrighted material,
although it can also be another person or legal body. The organisation’s policy on Intellectual Property
addresses copyright ownership issues.
There are some exceptions to the prohibition on using another’s copyright. The owner may permit or
licence another to exercise the copyright, or the law may allow some copyright exercise, either for free
or in exchange for equitable payment to the copyright owner.
This article aims to provide broad guidelines on the types of copying that can be done legally within the
company.
Policy
The organisation must comply with the terms of the Copyright Act 1968 and any relevant copyright
agreement(s) currently in effect when copying copyright material.

Legislative Requirements
The Copyright Act of 1968 governs the organisation’s activities.

Infringement of Copyright
It is explicitly banned to use organisation equipment, facilities, and/or premises for a purpose that
infringes on copyright. Under the Copyright Act, everyone who commits such an infringement is
personally accountable. The organisation may also be found liable.
Use of Copyright without Infringement
Voluntary Licence
The copyright owner may freely or under licence authorise another to use one or more of the
exclusive rights. These licences should be strictly followed; for example, a computing software licence
may be limited to a specific site, person, machine, or purpose.
For copywriters:
• When writing web ad copy, keep in mind any legal or ethical limits.
• Be aware of legislation and legislative instruments that are relevant to the copywriting process,
both directly and indirectly;
• Before beginning the design process, write down these limitations, including their most
important stipulations.
• Demonstrate strong corporate citizenship throughout the copywriting process’ lifespan.
Ethical considerations
Ethical Requirements Explanation
Advocacy Only objective and neutral information should be included in the copy.
Decent content The content is designed to sell a skincare product that people are more
likely to use.
Subliminal promotion There should be no hidden signals in the copy that cause people to
consume things irrationally.
Appropriate language Insulting and abusive language that makes people feel resentful or
embarrassed should not be used in the copy.
Honesty When describing the benefits, the copy should be accurate and truthful.
Legislative requirements

Legislations/standards Key provisions
- Age discrimination act 2004 Age, disability, race, colour, nation, descent, ethnic origin,
immigration status, religion, beliefs, cultural background, gender,
- Disability discrimination Act sexual orientation, intersex status, marital or relationship status
1992 should not be included in a content writer’s copy.
- Racial discrimination act 1975
- Sex discrimination act 1984
- Australian Human
Rights
Commission Act 1986
Copyright Act 1988 Text, artistic work, databases, journals, music, computer
programs, media broadcasts, and other types of creative works
may be referred to as assets in a copy.
Broadcasting Services Act 1992 The following are some of the key objectives of this Act:
• Protecting children from improper online content;

• Broadcasting content that is detrimental to children
through any media channel.
Organisational policies and procedures and style guide
Organisational policies and procedures and style guide
The organisation requires that complex documents are presented in a clear, concise, and consistent
manner.
When preparing any complex document, you must follow the guidelines in this style guide for
shortened forms, capitals, hyphens, punctuation, en rules, bullets, quotations, and italics. These
guidelines apply whether your target audience is internal or external and whether your output is hard-
copy or electronic.
Document purpose
Before starting to write, it is useful to ask yourself:
● To whom am I writing?
● How much information do they need to know?
● What information must be conveyed?

● What medium will best meet the needs of the audience?
Using plain English
Techniques that will help you to communicate in plain English include:
● Writing in short sentences with no more than two printed lines

● Arranging your documents so that the most important information comes first, followed by the
details
● Always thinking about your readers and tailoring your writing to their needs rather than your
own
● Using short, familiar words where they match your meaning, rather than adorning text with
long words to sound impressive
● Utilising the same language as you would in a personal letter
● Paying equal attention to design and layout as well as language
● Writing in the active voice entails putting the agent of the action before the action (for
example, ‘we do it,’ rather than ‘it is done by us’).
● Utilising a large number of first and second-person pronouns (I, we, you), particularly in letters
or reports
● Avoiding the use of unnecessary capital letters
● Avoiding archaic words such as ‘heretofore,’ ‘herein,’ and ‘aforementioned.’
Avoid jargon
Jargon is a technical or specialist language unique to a profession or group that is understood by

those on the inside but is often incomprehensible or meaningless to outsiders.
It can take many forms, such as acronyms like ‘RUN,’ ‘EFTSL,’ or ‘AB,’ unfamiliar phrases like
‘capacity building,’ or conventional words with special meanings like ‘accreditation.’
If you cannot avoid terms that are likely to be unfamiliar to your audience, clearly explain to them
when they are first used or list them in a glossary for a report or add them to the Definitions
Dictionary in the case of a policy or procedure.
Use non-discriminatory (inclusive) language
Individuals and groups can be discriminated against based on their gender, race or ethnic origin,
physical or intellectual disability, sexual preference, or age. To avoid discriminatory expressions,
rewriting or recasting a sentence may be a better solution than substituting words.

Consider tables and charts
Tables are used to display numerical data that would be difficult to comprehend if presented solely in
words.
Good images help to communicate your thoughts by adding immediacy, focusing attention,
stimulating interest, and saving words. The use of graphics should aid the audience in comprehending
your message. A chart usually has one of two functions: it provides a specific example of a general
idea being explored in the text or summarises a body of information being discussed in the text.
Graphics should never be an afterthought when it comes to writing; instead, plan ahead to utilise
them properly. Make sure that your text and graphics go well together. It’s a waste of time to
duplicate information in text, images, and tables.
Tables and figures should be numbered and labelled, and they should be referred to by their numbers.
Use the following convention to place a table title before the table and a figure title after the figure:
● Table 1: (bold text, before table)
● Figure 1: (bold text, after figure)
To improve accessibility by the vision impaired, all graphics should be labelled with “alternative text.”
For instructions on how to achieve this, see ‘Instructions for Writing a Policy.’ Spelling
Policy and procedure documents are to be written in Australian English. The Macquarie Dictionary
should be used to check the spelling.
Common errors include using the letter ‘z’ instead of the letter ‘s’, for example, in an organisation and
deleting the letter ‘u’ in words that end in ‘our’ such as neighbour and colour.
Font
Size 10 black Verdana font is required for policy and procedure documents.
Size 8 black Verdana Templates will offer you the perfect size for headers and other elements.
Style guide
Purpose of the style guides
The purpose of the style guides is to help the employees to prepare the organisation’s documentation
consistent with the corporate organisational style.
The below-given style guides apply to the following documents:
● Company procedures

● Safety checklists
● Advertisement document
Writing style
The writing style should be concise, professional and visually appealing.
Hyperlinks
● Use title hyperlink before inserting the hyperlink.
● The web hyperlinks should be accurate.

● Each hyperlink must initiate with http://……
Page margins:
● Left margin: 2.4 cm
● Right margin: 2.4 cm
● Header and footer: 1.25 cm
Line spacing
● 1.15
Paragraph
● Include spacing after paragraph
Layout:
Bullets
● First level indent-left: 0.64 cm
● Second level indent-left: 1.91 cm ● Second level indent-left: 3.18 cm
● Spacing after: 8pt
Style attributes
Style Font Size Characteristics
Bullet Verdana 10 Normal

Numbering Verdana 10 Normal
Header and Footer Verdana 7 Normal
Table text Verdana 10 Normal
Title Verdana 18 Bold, Uppercase
Heading 1 Verdana 13 Bold, Italic
Graphic, diagram and Verdana 10 Underlined, Italic

table captions
Borders:
● All table outlines should be black and bold.
● Inner border lines should be grey.

New project
Creative Digitex has received a new project to develop a website ad copy for Shoe Universe’s
advertising marketing campaign. The purpose of producing a website ad copy that will help the
organisation communicate its brand message effectively. The creative brief for the writing the
persuasive copy is given below:

Creative brief:Shoe Universe
Brand statement
‘Shoe Universe’ is a lifestyle brand that sells shoes, eyewear, clothing and watches for both men and
women.
Campaign context and background
Shoe Universe’ history is focused on developing comfortable and lightweight shoes. The organisation
strives to evolveShoe Universerenownedcomfortby bringingthe most advancedtechnologies
available in footwear today.
The organisationwants to launch n

a advertising marketing campaign. The advertising marketing
campaign will attract customers by discussing the key characteristics of shoes, i.e., comfort and style.
Target market
Males and females between the age group-50 years

30 prefer comfort ande.styl
People wearing these
shoes should need to feel natural, relaxed, authentic, with a young spirit and healthy.
Advertising objective
A new campaign to increase brand awareness and demand for Shoe Universe shoes.
Customer message
Shoes made for your comfort and lifestyle.
Key customer benefits
Provides comfort and style that touches the lives and imaginations.
Benefit support
• Shoe Universe strives to provide comfortable shoes that provide relaxation.
• Soft-foam footbed with contoured arch to provide better grip and elegant designs.
• Focus on environmental sustainability.

Competitors
Allencooper, Nike, Asics, Puma, Addidas and others.
Advertising tone
Trustworthy, comfortable, durable, innovative, modern.
Advertising medium
Magazines advertisements and social network advertisements.
Mandatory elements
• Read product image
• Attention drawing text or taglines
• Values and benefits
Budget and timelines
Task: Copywriting process
Hourly Rate: 50/hour
Estimated Duration: One month
Estimated cost: $1000

Your role and responsibilities
You are working as a content writer in Creative Digitex. As part of your job role, you are required to
interpret a creative brief and evaluate a range of innovative options to write persuasive copy. This
includes:
• Determine the creative brief’s objectives, timelines, and budget.

• Evaluate and
choose writing styles based on the creative brief
• Assess design and copy possibilities in light of the creative brief
• Choose one or more options for presenting required information and visuals within the
constraints of time and price.
• Create persuasive content in accordance with the creative brief.
• Seek feedback from relevant stakeholders.

• Evaluate feedback and create persuasive material towards the end
• Before releasing persuasive content, get approval from relevant personnel.
Task requirements
In the simulated environment set by your training organisation, you will complete a set of activities to
create a persuasive digital copy for the Creative brief considering the requirements given in the creative
brief.
Task requirements include:
• Reviewing the creative brief and understanding the client’s requirements
• Creating a website ad copy that:
o Aligns with the task requirements stipulated in the creative brief. o

Complies with the organisation’s copywriting policy and procedures.
o Complies with the ethical and legislative requirements.
Project:
This
assessment task requires you to interpret a creative brief and evaluate a range of innovative options to
write persuasive copy.
This includes:
● Reviewing the creative brief and understanding the client’s requirements ●

Creating a website ad copy that:
● Activity 2: Prepare persuasive content according to the creative brief ●

Activity 3: Finalise persuasive content and seek approval

Note:
• The trainer/assessor will take on the role of Supervisor or assign a staff member in the role of
Marketing Manager.
• Each student will be assessed individually for all assessment activities.
Roles and responsibilities: Supervisor: The Supervisor will:
• Assist you in understanding the task requirements
• Provide you information about job roles and responsibilities
• Supervise you completing the assessment task and requirements
Timeframe to complete the project:
Two weeks (You have two weeks to complete the project): Changes to be made by the training
organisation)
Task requirements
• You will be assessed on your technical knowledge and skills to complete this project.
• You will be assessed on working in a team environment and meeting your job role and
responsibilities.
• You must follow the instructions provided by the trainer/assessor.
• The task must be completed in the specified timeframe.

Your trainer/assessor will
supervise and
observe you completing the above activities.

Activity 1: Establish the
content purpose
This activity requires you to establish the content purpose for creating a website ad copy for Shoe
Universe.
To do so, you are required to:
• Follow the steps given below.
• Complete the template/s associated with each step.
• Submit the completed templates to the trainer/assessor.
Step 1: Identify the objectives, timelines, and budget of the persuasive content to be prepared in digital
format, i.e., website ad copy considering the creative brief provided.
• Analyse the information given in the case study.
• Determine the objectives, timelines, and budget considering the creative brief provided and
document the following using Template 1.
o Date: The day the task to be executed o Task: Activity to be
undertaken throughout the content writing process o Task objectives:
Objectives for preparation of the persuasive content o Hourly Rate:
Hourly rate agreed o Estimated Duration: Time estimated to complete
a task
o Estimated Cost: Cost estimated to complete a task
Step 2: Evaluate and choose writing styles based on the creative brief and document using Template 2.
• Evaluate the information given in the case study.
• Determine the following creative brief requirements and document using Template 2.
o Information requirements
o Format

o Language
o Writing style
o Level of details
Template 1: Objectives,
timelines, and
budget of the persuasive content
Objectives, timelines, and budget of the persuasive content

Date: 03/03/2022-04/04/2022
Task:
 When writing web ad copy, keep in mind any legal or ethical limits.
• Be aware of legislation and legislative instruments that are relevant to the copywriting
process, both directly and indirectly;
Task objectives:
A new campaign to increase brand awareness and demand for Shoe Universe shoes.
Hourly Rate:
50/hour

Estimated Duration: 1 month
Estimated Cost: $1000
Template 2: : Evaluate and choose writing styles
Evaluate and choose writing styles (150 -200 )words
Informatio ● Company procedures

n
requireme ● Safety checklists
nts
● Advertisement document
Page margins:
● Left margin: 2.4 cm
Format ● Right margin: 2.4 cm
● Header and footer: 1.25 cm
Line spacing
● 1.15
Paragraph
● Include spacing after paragraph
Layout:
Bullets
● First level indent-left: 0.64 cm
● Second level indent-left: 1.91 cm
● Second level indent-left: 3.18 cm
● Spacing after: 8pt
Using plain English

Techniques that will help you to communicate in plain English include:
Language ● Writing in short sentences with no more than two printed lines
Arranging your documents so that the most important information comes first, followed
by the details
● Always thinking about your readers and tailoring your writing to their needs rather
than your own
● Using short, familiar words where they match your meaning, rather than adorning
text with long words to sound impressive
● Utilising the same language as you would in a personal letter
● Paying equal attention to design and layout as well as language
● Writing in the active voice entails putting the agent of the action before the action
(for example, ‘we do it,’ rather than ‘it is done by us’).
● Utilising a large number of first and second-person pronouns (I, we, you), particularly
in letters or reports
● Avoiding the use of unnecessary capital letters
● Avoiding archaic words such as ‘heretofore,’ ‘herein,’ and ‘aforementioned.’
Use non-discriminatory (inclusive) language

Individuals and groups can be discriminated against based on their gender, race or
ethnic origin, physical or intellectual disability, sexual preference, or age. To avoid
discriminatory expressions, rewriting or recasting a sentence may be a better solution
than substituting words.
Writing The writing style should be concise, professional and visually appealing.
style
Level of Style Font Size Characteristics

details
Bullet Verdana 10 Normal
Numbering Verdana 10 Normal
Header and Footer Verdana 7 Normal
Table text Verdana 10 Normal
Title Verdana 18 Bold, Uppercase

Activity 2: Prepare persuasive content according to the creative brief This
activity is a continuation of Activity 1.
This activity requires you to prepare persuasive content (website ad copy) according to the creative brief
for Shoe Universe.
Step 1: Assess design and copy options in light of the creative brief.
• Analyse the information given in the creative brief and style guide.
• Determine the design options.
o Conduct online research and determine two (2) designs that you can use to prepare the
website ad copy.
o Submit the designs to the trainer/assessor and request approval before preparing the
website ad copy.
• Determine the content copy options from the creative brief that you would use to prepare the
website ad copy and document using Template 2.
Step 2: Choose one or more options for presenting required information and visuals within time and
price constraints.

• Determine two (2) options for communicating required information and images within time and
budgetary requirements.
• Select the most suitable option for the final implementation considering the time and budgetary
requirements.
• Document the following using Template 3.
o How the selected option for the final implementation

help to communicate the required information to the
target audiences?
o How the
selected
option for the final implementation meet the time and budgetary requirements?
Step 3: Develop persuasive content (website ad copy) according to the creative brief.
• Follow the guidelines provided to prepare the content brief.
o The website ad copy should be prepared using online software such as Canva.
o The website ad copy must communicate the following:
▪ Customer message
▪ Key customer benefits
▪ Benefit support o The website ad copy must communicate must meet the following
requirements:
▪ Aligns with the task requirements stipulated in the creative brief.
▪ Complies with the organisation’s copywriting policy and procedures.
▪ Complies with the ethical and legislative requirements.
o Proof the document twice and ensure accuracy of spelling and language used.
• Submit the persuasive content (website ad copy) to the trainer/assessor.
• Further, document the following using Template 4.

o How the persuasive content (website ad copy) prepared complies with the following
requirements?
▪ Legal and ethical considerations
▪ Creative brief
Template 1: design and copy options
design and copy options (100 – 200 ) words
Describe the company
Shoe Universe’ history is focused on

developing comfortable and lightweight shoes.
The organisation strives to evolve Shoe
Universe renowned comfort by bringing the
most advanced technologies available in
footwear today.
The organisation wants to launch an

advertising marketing campaign. The
advertising marketing campaign will attract
customers by discussing the key
characteristics of shoes, i.e., comfort and
style
Summarize the project The purpose of producing a website ad copy

that will help the organisation communicate
its brand message effectively.
Objective Advertising objective
A new campaign to increase brand awareness

and demand for Shoe Universe shoes.
Target audience Males and females between the age group 30-
50 years prefer comfort and style. People
wearing these shoes should need to feel
natural, relaxed, authentic, with a young spirit
and healthy.

Competitors Nike,
Asics,
Puma,
Addidas and others.
the deliverables you need
Shoe Universe strives to provide comfortable

shoes that provide relaxation.
Soft-foam footbed with contoured arch to

provide better grip and elegant designs.
Focus on environmental sustainability.
details on the tone, message, and style Advertising tone
Trustworthy, comfortable, durable, innovative,

modern.
Advertising medium
Magazines advertisements and social network

advertisements.

Template 2: Options for presenting required information and visuals
Options for presenting required information and visuals (100 – 200 ) words
How the selected option for the final implementation help to communicate the required information to
the target audiences?
Stakeholder Communication Needs Frequency Communication Format
Project Management Monthly Project Status meetings Emails

Report Meetings—
Conducted monthly,
these meetings bring
together all members of
the project team along
with all control
documents aggregated
to form a detailed
report covering all
project activities during
the period. Recommend
a comprehensive status
report for the sates
review and approval
prior to the end of the
first reporting period.
Marketing team o Aligns each Workgroup

implementation plan Meetings, Emails
with overall goals o Monthly, and as
Validates that needed in the
recommendations and interim
accompanying activities
do not create
duplicative processes
unnecessarily o Verifies
adherence to
management
procedures across the
project team
Management team Develop a detailed plan Weekly report Meetings, Emails

and timeline for the
establishment of crisis
walk in centers.
Designer,IT identify client need Weekly report Work group email

Conduct data analysis,

How the selected option for the final implementation meet the time and budgetary requirements?
Implement Timeline Budget Responsibilities
A new campaign 1 month $2000 Project management
Magazines 1 month $4000 Project management

advertisements
social network 1 month $5000 Project management

advertisements.
Template 3: Develop

persuasive
content
Develop persuasive content (200 – 300 ) words

How the persuasive content (website ad copy) prepared complies with the following requirements?
• Legal and ethical considerations
Legislative requirements Key provisions

Legislations/standards
Disability discrimination Act 1992 sexual orientation, intersex status, marital or relationship status
- Racial discrimination act 1975 should not be included in a content writer’s copy.
- Australian Human Rights
Commission Act 1986
• • Protecting children from improper online content;
• • Broadcasting content that is detrimental to
children through any media channel.
Ethical Explanation
Requirements
Decent content The content is designed to sell a skincare product that people are more likely
to use.
Subliminal There should be no hidden signals in the copy that cause people to consume
promotion things irrationally.
Appropriate Insulting and abusive language that makes people feel resentful or
language embarrassed should not be used in the copy.
Creative brief
Company background Shoe Universe’ history is focused on

developing comfortable and lightweight shoes.
The organisation strives to evolve Shoe Universe
renowned comfort by bringing the most advanced
technologies available in footwear today.
The organisation wants to launch an advertising

marketing campaign. The advertising marketing
campaign will attract customers by discussing the
key characteristics of shoes, i.e., comfort and
style
objective A new campaign to increase brand awareness and

demand for Shoe Universe shoes.
target Males and females between the age group 30-50

years prefer comfort and style. People wearing
these shoes should need to feel natural, relaxed,
authentic, with a young spirit and healthy.
insight Advertising tone
Trustworthy, comfortable, durable, innovative,

modern.
Advertising medium
Magazines advertisements and social network

advertisements
Execution requirement Read product image
• Attention drawing text or taglines
• Values and benefits

This activity is a continuation of Activity 2.
This activity requires you to finalise persuasive content prepared in Activity 2 and obtain required
approvals.
Instructions for trainer/assessor:
• The trainer/assessor will take on the role of the Supervisor.
• The trainer/assessor will allocate the role of the client to a staff member.
• The trainer/assessor must provide the college e-mail address of the staff member to the student.
• The trainer/assessor must review the persuasive content e-mailed by the student and provide
feedback and suggest revisions to the website ad copy.
Step 1: Consult with the following stakeholders for feedback.
• Supervisor
• Client
Follow the guidelines provided below:
• Proofread the website ad copy prepared in Activity 2.
• E-mail the website ad copy (prepared in Activity 2) to the stakeholders. Follow the e-mail
guidelines provided.
o E-mail must include an appropriate subject.
o The body of the e-mail must:
▪ Provide a summary of the website ad copy and its key features.
▪ Request feedback on the design and content of the website ad copy.
o The e-mail text must be formal and must be grammatically correct. o
The e-mail must include the website ad copy as an attachment.
Step 2: Evaluate
feedback and
produce final persuasive content.
• Evaluate feedback received from stakeholders in Step 1.
• Make revisions to the website ad copy prepared in Activity 2.
• Submit the revised persuasive content (website ad copy) to the trainer/assessor.
Step 3: Before releasing persuasive content, get approval from Supervisor (trainer/assessor)
• Discuss the changes you have incorporated based on the feedback received.

• Request approval for releasing the persuasive content (website ad copy).

Pre-Assessment Checklist: Task 3 - Project

completed.
assessment (refer to the Reasonable Adjustments Strategy Matrix and negotiate these with your
trainer/assessor).
answers).
☐ Make sure that you have all the required resources needed to complete this assessment task.
date.
checkbox.

☐ I confirm that the purpose and procedures of this assessment task has been clearly explained to
me.
assessment process.
this assessment.
Student Name: ______________________________________

Project
Assessment type
• Project - interpret a creative brief and evaluate a range of innovative options to write
persuasive copy.
• This is the third (3) assessment task you must successfully complete to be deemed
• This assessment task requires you to complete a project.
• You are required to interpret a creative brief and evaluate a range of innovative options to
write persuasive copy in this assessment task.
• You will receive your feedback within 1 week, and you will be notified by your
trainer/assessor when results are available.
• You must attempt all activities of the project for your trainer/assessor to assess your
competency in this assessment task.
• This project is untimed and is conducted as an open book assessment (this means you are
able to refer to your textbook).
• You must read and respond to all the criteria of the project.
• You may handwrite/use computers to answer the criteria of the project.
• You must complete the task independently.
• As you complete this assessment task, you are predominately demonstrating your practical
skills, techniques and knowledge to your trainer/assessor.
• The trainer/assessor may ask you relevant questions on this assessment task to ensure that
this is your own work.
• Where a student’s answers are deemed not satisfactory after the first attempt, a resubmission
attempt will be allowed.
Location:
☐ a classroom
☐ workplace,
• Your trainer/Assessor will provide further student information regarding the location for
The purpose of this assessment task is to assess the student’s knowledge and skills essential to
write persuasive copy in a range of contexts and industry settings.
• Skills to determine the creative brief’s objectives, timelines, and budget.

• Skills to evaluate and choose writing styles based on the creative brief

• Skills to assess design and copy possibilities in light of the creative brief
• Skills to choose one or more options for presenting required information and visuals within
the constraints of time and price.
• Skills to create persuasive content in accordance with the creative brief.
• Skills to seek feedback from relevant stakeholders.
• Skills to evaluate feedback and create persuasive material towards the end
• Skills to before releasing persuasive content, get approval from relevant personnel.
Task instructions
• The purpose of this assessment task is to interpret a creative brief and evaluate a range of
innovative options to write persuasive copy.
• The student will take on the role of the content writer.
• The student will have the responsibility to communicate messages in a wide range of
contexts.
• The student must use the templates provided to document their responses.
• The trainer/assessor must assess the student using the performance checklist
provided.

Assessment Task 3 - Project
Project
This assessment task requires you to interpret a creative brief and evaluate a range of innovative options
to write persuasive copy.
This includes:
● Reviewing the creative brief and understanding the client’s requirements ● Creating an audio TV
advert that:
● Activity 2: Prepare persuasive content according to the creative brief
● Activity 3: Finalise persuasive content and seek approval
Workplace/simulated workplace requirements
This assessment task will be completed at your training organisation. The training organisation must
meet the following requirements:
Requirements:
The simulated workplace
environment
consists of:
● Your training organisation as your workplace
● Standard operating/workplace procedures.
● Your trainer/assessor to provide you with assistance throughout the assessment activity.
● Workplace equipment and materials:

0 Computers and internet
○ Workstation
○ Printer
○ MS PowerPoint
● Legislation, regulations, standards and codes
0 Australian Consumer Law (ACL)

(https://www.accc.gov.au/accc-book/printerfriendly/29527)
○ https://www.legislation.gov.au/Details/C2019C00242
○ Privacy Act (https://www.legislation.gov.au/Details/C2021C00242)
○ Spam Act (https://www.legislation.gov.au/Details/C2016C00614)
○ Legal obligations when marketing

(https://business.gov.au/marketing/businessmarketing#legal-obligations-when-marketing)
The simulated workplace environment must meet the following criteria:
Are there opportunities for students to: Yes/No/NA
Follow standard operating/workplace procedures
Use up-to-date software and equipment
Work within stated timelines to meet deadlines
Gain experience in the challenges and complexities of dealing with multiple

tasks
Experience prioritising competing tasks and dealing with contingencies
Workplace environment to work with others in a team
Safety processes relevant to the area of work

Equipment, materials and business software packages specified in the
simulated workplace requirements
Workplace environment sufficient to work independently and manage workload

Case study
Introduction
Creative Digitex is a marketing company specialising in marketing, branding, interactive solutions, and
visual communication across various platforms. Its staff oversees marketing projects from conception to
completion, from ideation to digital strategy through UX, website design, and development.
The organisation further writes persuasive content in the following forms based on the creative brief
provided.
• Digital o Magazine articles o

Website advertisements o Blogs
o Videos o E-books o Brochures
• Audio
The organisation have existing policies and procedures relating to copyright that each content designer,
content writer or copywriter must comply with.
Policies and procedures relating to copyright
Overview
Copyright refers to the owner’s exclusive rights to publish, copy, adapt, broadcast, and perform content
found in literary, dramatic, musical, and creative works, as well as computer software, sound
recordings, films, and broadcasts.
According to the Copyright Act, the owner is usually the author or creator of the copyrighted material,
although it can also be another person or legal body. The organisation’s policy on Intellectual Property
addresses copyright ownership issues.
There are some exceptions to the prohibition on using another’s copyright. The owner may permit or
licence another to exercise the copyright, or the law may allow some copyright exercise, either for free
or in exchange for equitable payment to the copyright owner.
This article aims to provide broad guidelines on the types of copying that can be done legally within the
company.
Policy
The organisation must comply with the terms of the Copyright Act 1968 and any relevant copyright
agreement(s) currently in effect when copying copyright material.

Legislative Requirements
The Copyright Act of 1968 governs the organisation’s activities.

Infringement of Copyright
It is explicitly banned to use organisation equipment, facilities, and/or premises for a purpose that
infringes on copyright. Under the Copyright Act, everyone who commits such an infringement is
personally accountable. The organisation may also be found liable.
Use of Copyright without Infringement
Voluntary Licence
The copyright owner may freely or under licence authorise another to use one or more of the
exclusive rights. These licences should be strictly followed; for example, a computing software licence
may be limited to a specific site, person, machine, or purpose.
For copywriters:
likely to use.

- Racial discrimination act 1975
- Australian Human
Rights
Commission Act 1986

New project
Creative Digitex has received a new project to develop a 30-second audio TV advert. The purpose of
producing an audio TV advert is to help the organisation communicate its brand message effectively.
The creative brief for the writing the persuasive copy is given below:

Creative brief: Tasty Bites Cookies
Why are we advertising
Tempt consumers to try Tasty Bites Cookies because they are the “best tasting yet -free
guilt pleasure.”
Our cherished consumer
Our target
“Proactive Preventers,” suburban working moms,35 -40, who are willing to do whatever it takes to stay
healthy. For many, food can be a stress
-reliever and escape even for people who watch what they eat.
Consumer’s enemy
Temptation and guilt when they cheat.
Consumer’s Insights
Once consumers cheat on their diet, it puts their whole willpower at risk. “Once I give in to a cookie, I
can’t stop myself. They taste too good. It puts my diet at risk of collapsing. I feel so guilty.”
What do our consumers think now?
While Tasty Bites Cookies have achieved a small growing base of brand fans, most consumers remain
unfamiliar with the brand and have yet to try Tasty Bites. Those few who love Tasty Bites, describe it
as “equally good on health and taste.”
What do we want consumers to do?
TRY Tasty Bites, and we know once they do, the great taste will win them over.
The tone we take with our customers
A safe choice, honest and down-to-earth.
Our brand message

Main message
With Tasty Bites Cookies, you can do what you want and stop feeling guilty over eating an adman
cookie.
Support points
Tasty Bites Cookies matched the market leaders on taste but only has 100 calories and 2g of carbs. In
a 12-week study, consumers using Tasty Bites once a night in a desert were able to lose 5 lbs. About
our brand
Brand Idea
Tasty Bites are the best tasting yet guilt-free pleasure so you can stay in control of your health and
mind.
Brand Assets
Story of our New England family recipe, our signature stack of beautiful cookies, and tagline “More
Cookie Less Guilt.”
Our ask
Media Choices to explore

The main creative will be 30 sec audio TV ad, supported by event signage and in-store display. Carry
idea into digital, social media and built a microsite.
Brand Communication Plan
Communications Strategy:
• Advertise Tasty Bites “stay in control” positioning to new “proactive preventers” to move
consumers from consideration to trial and steal competitive users.
Target Market:
• “Proactive Preventers “. Suburban working women, 35-40, who want to stay healthy.
Min Benefit:
• The guilt-free cookie that tastes so good that you can stay in control of your health.
Support Points:
• Tasty Bites matched leaders on taste, only 100 calories and 3g of net carbs.
• 12- week study, consumers using Tasty Bites as a daily desert lost 5-10 pounds.
What do we want consumers to think, do or feel? Desired response:
Try Tasty Bites to see if you like the great taste.
Media Options:
The main creative will be a TV 15- the second spot, with especially health magazines, event signage
and in-store sampling. Carry the idea into digital, social media and a website.
Brand Positioning Statement

1. To (Target) • Healthy proactive preventers who want to do more
for their health, working moms, 35-40 years old.
2. Tasty Bites Is (Category) • The Healthy cookie option.
3. That is the (Benefit) • Guilt-free cookie to help you stay in control of

your health.
4. That’s because (Support • In blind taste tests, Tasty Bites matched the
Points) leaders on taste but has only 100 calories and
3g of net carbs.
• In a12- week study, consumers using Tasty
Bites once a night as a dessert was able to use
5-10 lbs.
Budget and timelines
• Task: Copywriting process

• Hourly Rate: 50/hour
• Estimated Duration: One month
• Estimated cost: $1000

Your role and responsibilities
You are working as a content writer in Creative Digitex. As part of your job role, you are required to
interpret a creative brief and evaluate a range of innovative options to write persuasive copy. This
includes:
• Determine the creative brief’s objectives, timelines, and budget.
• Evaluate and choose writing styles based on the creative brief
• Assess design and copy possibilities in light of the creative brief
• Choose one or more options for presenting required information and visuals within the constraints
of time and price.
• Create persuasive content in accordance with the creative brief.
• Seek feedback from relevant stakeholders.
• Evaluate feedback and create persuasive material towards the end
• Before releasing persuasive content, get approval from relevant personnel.
Task requirements
In the simulated environment set by your training organisation, you will complete a set of activities to
create a persuasive digital copy for the Creative brief considering the requirements given in the creative
brief.
Task requirements
include:
• Reviewing the creative brief and understanding the client’s requirements
• Creating a audio TV advert that:
o Aligns with the task requirements stipulated in the creative brief. o

Complies with the organisation’s copywriting policy and procedures.
o Complies with the ethical and legislative requirements.

Project:
This
assessment task requires you to interpret a creative brief and evaluate a range of innovative options to
write persuasive copy.
This includes:
● Reviewing the creative brief and understanding the client’s requirements ●

Creating an audio TV advert that:
● Activity 2: Prepare persuasive content according to the creative brief ●

Note:
• The trainer/assessor will take on the role of Supervisor or assign a staff member in the role of
Marketing Manager.
• Each student will be assessed individually for all assessment activities.
Roles and responsibilities: Supervisor: The Supervisor will:
• Assist you in understanding the task requirements
• Provide you information about job roles and responsibilities
• Supervise you completing the assessment task and requirements
Timeframe to complete the project:
Two weeks (You have two weeks to complete the project): Changes to be made by the training
organisation)

Task requirements
• You will be assessed on your technical knowledge and skills to complete this project.
• You will be assessed on working in a team environment and meeting your job role and
responsibilities.
• You must follow the instructions provided by the trainer/assessor.
• The task must be completed in the specified timeframe.

Your trainer/assessor will
supervise and
observe you completing the above activities.

Activity 1: Establish the content purpose
This activity requires you to establish the content purpose for creating an audio TV advert for Tasty
Bites.
Step 1: Identify the objectives, timelines, and budget of the persuasive content to be prepared in digital
format, i.e., audio TV advert considering the creative brief provided.
• Analyse the information given in the case study.
• Determine the objectives, timelines, and budget considering the creative brief provided and
document the following using Template 1.
o Date: The day the task to be executed o Task: Activity to be
undertaken throughout the content writing process o Task objectives:
Objectives for preparation of the persuasive content o Hourly Rate:
Hourly rate agreed o Estimated Duration: Time estimated to complete
a task
o Estimated Cost: Cost estimated to complete a task
Step 2: Evaluate audio TV advert styles based on the creative brief and document using Template 1.
• Evaluate the information given in the case study.
• Determine the following creative brief requirements and document using Template 2.
o Information requirements o Format o Language
o Level of details

Template 1: Objectives, timelines, and budget of the persuasive content
Objectives, timelines, and budget of the persuasive content

Date: The day the task to be executed 26/02/2022
Task: Activity to be undertaken throughout the Advertise Tasty Bites “stay in control”
content writing process positioning to new “proactive preventers” to
move consumers from consideration to trial and
steal competitive users.
Task objectives: Objectives for preparation of

the persuasive content Proactive Preventers “. Suburban working
women, 35-40, who want to stay healthy.
Hourly Rate: Hourly rate agreed 50/hour
Estimated Duration: Time estimated to One month

complete a task
Estimated Cost: Cost estimated to complete a

task
Estimated cost: $1000

Template 2: : Evaluate audio TV advert styles based on the creative brief
Evaluate audio TV advert styles based on the creative brief (150 -200 )words
Information requirements
The organisation further writes persuasive content in the following forms based on the creative
brief provided.
• Digital o Magazine articles
o Website advertisements
o Blogs
o Videos
o E-books
o Brochures
• Audio
Format
The main creative will be a TV 15- the second spot, with especially health magazines, event signage
and in-store sampling. Carry the idea into digital, social media and a website.
Language
Level of details
In blind taste tests, Tasty Bites matched the leaders on taste but has only 100 calories and 3g of net
carbs.
• In a12- week study, consumers using Tasty Bites once a night as a dessert was able to use 5-10
lbs.

Activity 2: Prepare persuasive content according to the creative brief
This activity requires you to prepare persuasive content (audio TV advert) according to the creative brief
for Tasty bites.
Step 1: Assess content options in light of the creative brief.
• Analyse the information given in the creative brief.
• Determine the design options for the image for the TV advert.
o Conduct online research and determine two (2) designs that you can use to prepare the
audio TV advert.
o Submit the designs to the trainer/assessor and request approval before preparing the
audio TV advert.
• Determine the content copy options from the creative brief that you would use to
prepare the audio TV advert and document using Template 2.
Step 2: Choose one or more options for presenting required information and visuals within time and
price constraints.
• Determine two (2) options for communicating required information and images within
time and budgetary requirements.
• Select the most suitable option for the final implementation considering the time and
budgetary requirements.
• Document the following using Template 3.

o How the selected option for the final implementation help to communicate the required
information to the target audiences?
o How the selected option for the final implementation meet the time and budgetary
requirements?
Step 3: Develop persuasive content (audio TV advert) according to the creative brief.
• Follow the
guidelines provided to prepare the content brief.
o The audio TV advert should be prepared using online software such as Canva.
o The audio TV advert must communicate the following:
▪ Main message
▪ Support points o The audio TV advert must communicate must meet the following
requirements:
▪ Aligns with the task requirements stipulated in the creative brief.
▪ Complies with the organisation’s copywriting policy and procedures.
▪ Complies with the ethical and legislative requirements.
• Submit the persuasive content (audio TV advert) to the trainer/assessor.
• Further, document the following using Template 4.
o How the persuasive content (audio TV advert) prepared complies with the following
requirements?
▪ Legal and ethical considerations
▪ Creative brief

Template 1: Content options in light of the creative brief
Content options in light of the creative brief 100 – 200 ) words

content copy options from the creative brief that you would use to prepare the audio TV advert
Describe the company Copyright refers to the owner’s exclusive rights to

publish, copy, adapt, broadcast, and perform
content found in literary, dramatic, musical, and
creative works, as well as computer software,
sound recordings, films, and broadcasts.
According to the Copyright Act, the owner is
usually the author or creator of the copyrighted
material, although it can also be another person
or legal body. The organisation’s policy on
Intellectual Property addresses copyright
ownership issues.
There are some exceptions to the prohibition on
using another’s copyright. The owner may permit
or licence another to exercise the copyright, or
the law may allow some copyright exercise, either
for free or in exchange for equitable payment to
the copyright owner.
This article aims to provide broad guidelines
on the types of copying that can be done
legally within the company.
The organisation further writes persuasive

content in the following forms based on the
creative brief provided.
• Digital
o Magazine articles
o Website advertisements
o Blogs
o Videos
o E-books
o Brochures
• Audio
Summarize the project Creative Digitex has received a new project

to develop a 30-second audio TV advert. The
purpose of producing an audio TV advert is to
help the organisation communicate its brand
message effectively. The creative brief for the
writing the persuasive copy is given below:
Objective
“Proactive Preventers,” suburban working

moms,35-40, who are willing to do whatever it
takes to stay healthy. For many, food can be a
stress-reliever and escape even for people who
watch what they eat.
Target audience .
• “Proactive Preventers “. Suburban

working women, 35-40, who want to stay
healthy.
the deliverables you need
The Healthy cookie option.

• Tasty Bites matched leaders on
taste, only 100 calories and 3g of net
carbs.
• 12- week study, consumers using
Tasty Bites as a daily desert lost 5-10
pounds.
• Guilt-free cookie to help you
stay in control of your health.
details on the tone, message, and style the main creative will be 30 sec audio TV ad,
supported by event signage and in-store display.
Carry idea into digital, social media and built a
microsite.

Template 2: Options for presenting required information
and visuals within time and price constraints.
options for presenting required information and visuals within time and price
constraints.(200-300) words

How the selected option for the final implementation help to communicate the required information to
the target audiences?
Stakeholder Communication Needs Frequency Communication Format
Project Management Monthly Project Status meetings Emails

Report Meetings—
Conducted monthly,
these meetings bring
together all members of
the project team along
with all control
documents aggregated
to form a detailed
report covering all
project activities during
the period. Recommend
a comprehensive status
report for the sates
review and approval
prior to the end of the
first reporting period.
Marketing team o Aligns each Workgroup

implementation plan Meetings, Emails
with overall goals o Monthly, and as
Validates that needed in the
recommendations and interim
accompanying activities
do not create
duplicative processes
unnecessarily o Verifies
adherence to
management
procedures across the
project team
Management team Develop a detailed plan Weekly report Meetings, Emails

and timeline for the
establishment of crisis
walk in centers.
Designer,IT identify client need Weekly report Work group email

Conduct data analysis,

How the selected option for the final implementation meet the time and budgetary requirements?
Implement Timeline Budget Responsibilities
A new campaign 1 month $2000 Project management
Magazines 1 month $4000 Project management

advertisements
social network 1 month $5000 Project management

advertisements.
Template 3: Develop persuasive content (audio TV advert) according to the creative brief
Develop persuasive content (audio TV advert) according to the creative brief (200 – 300 )
words
How the persuasive content (audio TV advert) prepared complies with the following requirements?
• Legal and ethical considerations

likely to use.
- Racial discrimination act

1975
- Australian Human
Rights
Commission Act 1986


• Creative brief
Company background Creative Digitex is a marketing company

specialising in marketing, branding, interactive
solutions, and visual communication across
various platforms. Its staff oversees marketing
projects from conception to completion, from
ideation to digital strategy through UX, website
design, and development.
objective
Copywriting process
target . Advertise Tasty Bites “stay in control”

positioning to new “proactive preventers” to
move consumers from consideration to trial and
steal competitive users.
insight
The main creative will be a TV 15- the second

spot, with especially health magazines, event
signage and in-store sampling. Carry the idea
into digital, social media and a website.
budget requirement
• Estimated cost: $1000

This activity requires you to finalise persuasive content prepared in Activity 2 and obtain required
approvals.

Instructions for trainer/assessor:
• The trainer/assessor will take on the role of the Supervisor.
• The trainer/assessor will allocate the role of the client to a staff member.
• The trainer/assessor must provide the college e-mail address of the staff member to
the student.
• The trainer/assessor must review the persuasive content e-mailed by the student and
provide feedback and suggest revisions to the audio TV advert.
Step 1: Consult with the following stakeholders for feedback.
• Supervisor
• Client
Follow the guidelines provided below:
• E-mail the audio TV advert (prepared in Activity 2) to the stakeholders. Follow the e-
mail guidelines provided.
o E-mail must include an appropriate subject.
o The body of the e-mail must:
▪ Provide a summary of the audio TV advert and its key features.
▪ Request feedback on the audio TV advert.
o The e-mail text must be formal and must be grammatically correct. o The e-mail must
include the audio TV advert as an attachment.
Step 2: Evaluate feedback and produce final persuasive content.

• Evaluate
feedback received from stakeholders in Step 1.
• Make revisions to the audio TV advert prepared in Activity 2.
• Submit the revised persuasive content (audio TV advert) to the trainer/assessor.
Step 3: Before releasing persuasive content, get approval from Supervisor (trainer/assessor)
• Discuss the changes you have incorporated based on the feedback received.
• Request approval for releasing the persuasive content (audio TV advert).
E-mail
Hi everyone
I am written an email to make the advertisement about the audio TV to promote Tasty Bites Cookies,
on timeline 1 month
By follow the information

-Tasty Bites are the best tasting yet guilt-free pleasure so you can stay in control of your health and
mind.
- The guilt-free cookie that tastes so good that you can stay in control of your health
Customer Target is working women, age on 35-40,
I need everyone to barnstorming to consider about our objective ,budge and Create persuasive
content including the organisation’s copywriting policy and procedures.
Anyway,I will review plan with you by follow up and college feedback from you.
If you have other question please contact me .
You sincerely
Project manager
Evaluate feedback and produce final persuasive content
5 4 3 2 1
EXEMPLARY EXCELS ACCOMPLISHED EMERGING DEVELOPIN
G
Clarity: Spoken language is clear and is easily understood Comment:
5 4 3 2 1
Vocal Variety:Uses tone, speed, and volume as tools Comment:
5 4 3 2 1
Eye Contact: Effectively uses eye contact to engage audience Comment:
5 4 3 2 1
Gestures: Uses physical gestures effectively Comment:
5 4 3 2 1
Audience Awareness: Demonstrates awareness of audience engagement Comment:

and needs
5 Student Assessment
BSBMKG555 4 3
Information Pack V1 2 1 Page 97 of 98
Comfort Level: Appears comfortable with the audience Comment:

5 4 3 2 1
Interest: Engages audience with interesting, well-constructed content Comment:
5 4 3 2 1
Persuade: Delivers a speech that is clearly intended to persuade the Comment:

audience
Reference
5 4 3 2 1
 https://studylib.net/doc/10325059/copywriting-andamp%3B-creative-strategy
 https://www.marketingevolution.com/marketing-essentials/advertising-media-guide
 7 Examples of Persuasive Content That Inspired Us | D Customdcustom.com
https://www.jstor.org/stable/43999171
 Interactive TV Ads: Real-Life Exampleswww.clickz.com
 Copywriting & Creative Strategystudylib.net

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BSBMKG555 Student Assessment Information Pack

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Student Pack

What is the purpose of this document?

The information includes the following:

• Information related to the unit of competency

Student Evaluation Form

Link to other unit documents

2. Qualification and unit of competency

3. Assessment Submission Method

Student signature: ________________________________

6. Completion of the Assessment Plan

• Result of Assessment (satisfactory or unsatisfactory)

BSBMKG555 Student Assessment Information Pack V1 Page 4 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 5 of 98

Student Name: ______________________________________

Student Signature: ___________________________________

Assessment method-based instructions and guidelines:

Instructions provided to the student:

Assessment task description:

Resubmissions and reattempts:

• This assessment task may be completed in:

Instructions for answering the written questions:

• Complete a written assessment consisting of a series of questions.

Purpose of the assessment

• Knowledge of the key features of creative briefs including:

 A subset of lifestyle is activities, interests, and opinions, which focuses on your

 Impulsive shoppers don’t go shopping with a clear goal in mind.

 Need-driven shoppers are the polar opposite of impulsive shoppers.

BSBMKG555 Student Assessment Information Pack V1 Page 9 of 98

1. It’s as easy as illustrating a series of events: A table of contents is an example of a creative

BSBMKG555 Student Assessment Information Pack V1 Page 10 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 11 of 98

2.1 What is the requirement of positioning in persuasive content? Answer in 150 –

• A positioning statement is a brief, declarative sentence that states a benefit while

• Positioning messages are a collection of carefully calibrated and targeted informational

• Dynamic communications change in response to specific company issues, such as

BSBMKG555 Student Assessment Information Pack V1 Page 12 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 13 of 98

Formatting requirements for content regarding language are :

with the same letter or sound, you’re employing alliteration.

2. Make your page more white space-friendly by creating shorter paragraphs.

BSBMKG555 Student Assessment Information Pack V1 Page 16 of 98

4. Include bulleted lists everywhere you provide information in a series.

5. Use blockquotes to emphasise important points.

6. Include links for visual appeal as well as search engine optimisation.

BSBMKG555 Student Assessment Information Pack V1 Page 17 of 98

a) Copyright Act 1968

BSBMKG555 Student Assessment Information Pack V1 Page 18 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 19 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 20 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 21 of 98

1. Improving Communication: A well-written policies and procedures handbook is a useful

1. Ethicality: Ethical behaviour necessitates considering what is essentially right or wrong in a

BSBMKG555 Student Assessment Information Pack V1 Page 23 of 98

a. Focus on resonating with emotional problems

• Some members of your audience may be more analytical than others.

d. Demonstrate social proof at key junctures

BSBMKG555 Student Assessment Information Pack V1 Page 25 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 26 of 98

BSBMKG555 Student Assessment Information Pack V1 Page 29 of 98

Student Name: ______________________________________

Student Signature: ___________________________________

BSBMKG555 Student Assessment Information Pack V1 Page 30 of 98

Assessment task description: