SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of the principles of persuasive copy 
SAQA US ID UNIT STANDARD TITLE
117585  Demonstrate an understanding of the principles of persuasive copy 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  11 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
Learners credited with this unit standard will be able to describe the what a persuasive copy is being developed for, conceptualse, develop and write the copy for both above and below the line media within various industries. Learners are also able to evaluate the impact and effectiveness of the persuasive copy and take corrective action where necessary to meet the original objectives.

The qualifying learners are capable of:
  • Describing the term persuasive copy
  • Conceptualising copy for the various media.
  • Conceptualising copy for alternative media, below-the-line and Internet.
  • Developing a campaign around a single concept. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence in communicating verbally and in writing and computer technology at NQF Level 4 or equivalent. 

    UNIT STANDARD RANGE 
  • Media will include outdoor media, television, cinema, radio, newspapers, magazines, brands and packaging
  • Below-the-line media will include brochures, flyers, direct mail, annual reports and point of sale material
  • Campaign will include any item in above-the-line media, below-the-line, alternative or Internet 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe the term persuasive copy. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The term persuasive copy is described using correct terminology and description is in line with industry norms and practices. 

    SPECIFIC OUTCOME 2 
    Conceptualise copy for various media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Copy for outdoor media is conceptualized following set criteria. 

    ASSESSMENT CRITERION 2 
    Copy for television/cinema is conceptualized following set criteria. 

    ASSESSMENT CRITERION 3 
    Copy for radio is conceptualized following set criteria. 

    ASSESSMENT CRITERION 4 
    Copy for newspapers is conceptualized following set criteria. 

    ASSESSMENT CRITERION 5 
    Copy for magazines is conceptualized following set criteria. 

    ASSESSMENT CRITERION 6 
    Copy for editorials/advertisements is conceptualized following set criteria. 

    ASSESSMENT CRITERION 7 
    Brand names are created according to brief following set criteria and in line with standard company practices. 

    ASSESSMENT CRITERION 8 
    Copy for alternative media is conceptualised following set criteria. 

    ASSESSMENT CRITERION 9 
    Copy for below-the-line solutions is conceptualised following set criteria. 

    SPECIFIC OUTCOME 3 
    Conceptualise copy for alternative media, below-the-line and Internet. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Copy for alternative media is conceptualized following set criteria. 

    ASSESSMENT CRITERION 2 
    Copy for below-the-line media is conceptualized following set criteria. 

    ASSESSMENT CRITERION 3 
    Copy for web pages and specific applications are conceptualized following set criteria. 

    ASSESSMENT CRITERION 4 
    Copy for labels and packs is written according to requirements. 

    SPECIFIC OUTCOME 4 
    Develop a campaign around a single concept. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Reasons for choice of campaign are explained in accordance with brief. 

    ASSESSMENT CRITERION 2 
    Campaign is documented accurately, concisely and is legible in line with company standards. 

    ASSESSMENT CRITERION 3 
    The process required for the campaign is explained according to the brief. 

    ASSESSMENT CRITERION 4 
    Resources for the campaign are organised within budget constraints. 

    ASSESSMENT CRITERION 5 
    Campaign is developed within agreed time frames. 

    ASSESSMENT CRITERION 6 
    Campaign material is submitted for approval within agreed time frames. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • An understanding of the processes for developing a campaign. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the development of persuasive copy. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others to ensure campaign development processes run smoothly. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative strategies exist in the event of current strategies being rejected or failing and there are insufficient resources available. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information so that campaign development processes are inline with client and organisational requirements. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively with all stakeholders when managing the development of a campaign around a single concept. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where ongoing campaign development processes selected and used lead to the overall success of the campaign. 

    UNIT STANDARD CCFO CONTRIBUTING 
    In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally and aesthetically sensitive across a range of social contexts when developing persuasive copy so that it is acceptable to a range of people with varying cultural backgrounds. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  62610   National Diploma: Copywriting  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered" 
    2020-07-30  As per Learning Programmes recorded against this Qual 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.