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: 

Evaluate media 
SAQA US ID UNIT STANDARD TITLE
117595  Evaluate media 
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 are able to describe how the media is incorporated into copywriting, able to interpret media plans and objectives and evaluate and analyse the effectives of the selected media chosen

The qualifying learners are capable of:
  • Describing the role of media in copywriting
  • Interpreting media plans and objectives
  • Analysing and evaluating selected media 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
  • Learners accessing this qualification will have demonstrated competence against the standards in the qualification, National Certificate in Copywriting at NQF Level 5 or equivalent 

  • UNIT STANDARD RANGE 
  • Marketing includes but is not limited to; all forms of marketing communication, direct marketing and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies
  • Media included but is not limited to; all electronic, print, outdoor, digital media, e media and direct media
  • The role of marketing communications includes but is not limited to; promoting image, providing information, creating, increasing and stabilising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention and loyalty, motivating staff
  • Media documentation include but is not limited to; invoicing, reports, computer printouts 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe the role of media in copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The role is described in line with industry standards and best practice 

    ASSESSMENT CRITERION 2 
    The role is described in accordance with company standards and procedures 

    SPECIFIC OUTCOME 2 
    Interpret media plans and objectives. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Media plan objectives are identified and explained against original brief 

    ASSESSMENT CRITERION 2 
    Media plan characteristics and uses are defined in terms of industry standards and company standards 

    ASSESSMENT CRITERION 3 
    Image and benefit characteristics are defined in relation to products or services to be advertised 

    SPECIFIC OUTCOME 3 
    Analyse and evaluate selected media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Target audience media preferences are analysed and media options that meet preferences are defined in line with original brief 

    ASSESSMENT CRITERION 2 
    Qualitative and quantitative media requirements are noted that are relevant for campaign 


    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 
  • Knowledge of the principles of choosing a media campaign
  • Knowledge of marketing communication briefs and their purpose
  • Knowledge of negotiation techniques and methods
  • An understanding of the industry, the product and the industry role players
    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out by the relevant Educational and Training Quality Assurance Body (ETQA) 

  • 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 management of media 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in managing media.
    Work effectively with other in accounting. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative media options are available should current choice fail or are rejected 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that analysis conducted and decisions made are accurate and inline with requirements 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when liaising with media bodies so those incumbents correctly interpret and apply instructions 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where media choice has an impact on target audience 

    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 sensitive across a range of social contexts when choosing a media so that these are appropriate and acceptable to a range of target audiences 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.