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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Develop and write persuasive copy for advertising 
SAQA US ID UNIT STANDARD TITLE
230470  Develop and write persuasive copy for advertising 
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 
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 industry for which the persuasive copy is being developed; conceptualise, develop and write the copy for both above and below the line media within their own industry. 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 their own industry.
  • Conceptualising, developing and writing persuasive copy using above-the-line media.
  • Conceptualising, developing and writing persuasive copy using alternative media, below-the-line and the internet.
  • Evaluating the impact/effectiveness of the persuasive copy. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard will have demonstrated competence in:
  • Mathematical Literacy at NQF Level 4 or equivalent.
  • Communication at NQF Level 4 or equivalent.
  • Computer Literacy at NQF Level 4 or equivalent. 

  • UNIT STANDARD RANGE 
  • Persuasive copies developed for own industry should include but are not limited to: fast moving goods, corporate clients, retail and wholesale, business to business clients, social causes, political issues parties, pharmaceutical industry, agricultural industry, service industry.
  • Above-the-line media will include outdoor media, television, cinema, radio, newspapers and magazines.
  • 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, internet brands or packaging. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe their own industry. 

    ASSESSMENT CRITERIA
     

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

    ASSESSMENT CRITERION 2 
    Different industries are identified and listed in a tabular form. 

    SPECIFIC OUTCOME 2 
    Conceptualise, develop and write persuasive copy using above-the-line-media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Persuasive copy using outdoor media is conceptualised and written in the required format. 

    ASSESSMENT CRITERION 2 
    Persuasive copy using television/cinema is conceptualised and written in the required format. 

    ASSESSMENT CRITERION 3 
    Persuasive copy using radio is conceptualised and written in the required format. 

    ASSESSMENT CRITERION 4 
    Persuasive copy using newspapers is conceptualised and written in the required format. 

    ASSESSMENT CRITERION 5 
    Persuasive copy using magazines is conceptualised and written in the required format. 

    ASSESSMENT CRITERION 6 
    Persuasive copy using editorials/advertorials is conceptualised and written in the required format. 

    SPECIFIC OUTCOME 3 
    Conceptualise, develop and write persuasive copy using alternative media, below-the-line and the internet. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Persuasive copy using labels and packages is conceptualised and developed in the required format. 

    ASSESSMENT CRITERION 2 
    Brand names are conceptualised and developed in the required format. 

    ASSESSMENT CRITERION 3 
    Persuasive copy using below-the-line media is conceptualised and developed in the required format. 

    ASSESSMENT CRITERION 4 
    Persuasive copy using the internet and web pages is conceptualised and developed in the required format. 

    SPECIFIC OUTCOME 4 
    Evaluate the impact/effectiveness of the persuasive copy. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The persuasive copy is evaluated for impact/effectiveness against required objectives. 

    ASSESSMENT CRITERION 2 
    Corrective action is implemented to meet objectives in line with company standard operating procedures. 


    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 different types of advertising. 

  • 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. 

    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.