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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Explain and develop creative solutions for art direction in promotional and point-of-sale material 
SAQA US ID UNIT STANDARD TITLE
117686  Explain and develop creative solutions for art direction in promotional and point-of-sale material 
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 6  Level TBA: Pre-2009 was L6  10 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Registered" 		 2005-10-12  2008-10-12  SAQA 0362/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-10-12   2012-10-12  

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 develop, implement the creative processes for art direction in promotional and point of sale material advertising. Learners are also able to describe the process for art direction in advertising. They are also able to identify, evaluate and select the best production option to meet the requirements of the brief to meet the client's needs

The qualifying learners are capable of:
  • Developing the creative solutions for promotional and point-of-sale material
  • Implementing creative process in art direction
  • Describing printing processes to enhance production
  • Coordinating the production of marketing communications materials
  • Identifying, evaluating and selecting production options 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competency against the unit standards in the qualification, National Diploma in Visual Communications - Art Direction at NQF Level 5 or equivalent. 

    UNIT STANDARD RANGE 
  • All forms of marketing communications include but are not limited to; advertising, direct marketing and relationship marketing, sales promotions, public relations and alternative strategies
  • Media will include but is not limited to; all electronic, print, outdoor, digital media, e media and direct media
  • Primary purpose in marketing communications include but are not limited to; promoting image, providing information, creating, increasing and stabilizing demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention, motivating staff 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Develop the creative solutions for point of sale material. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Creative brief is interpreted following set company guidelines and processes. 

    ASSESSMENT CRITERION 2 
    Creative concept is developed in required format. 

    ASSESSMENT CRITERION 3 
    Message platform is evaluated and selected in line brief objectives. 

    ASSESSMENT CRITERION 4 
    Art direction, design and copy are created in required format and time frame. 

    ASSESSMENT CRITERION 5 
    Pre-testing of creative concepts is initiated and completed within required time frame. 

    ASSESSMENT CRITERION 6 
    The creative concept is crafted in required format and within required time frame. 

    SPECIFIC OUTCOME 2 
    Implement creative process in art direction. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Creative concept is approved by appropriate stakeholders within required time frame. 

    ASSESSMENT CRITERION 2 
    Production is planned and scheduled in accordance with brief objectives. 

    ASSESSMENT CRITERION 3 
    Supplier relationships are established in accordance with company protocol. 

    ASSESSMENT CRITERION 4 
    Production schedules are implemented in required time frame. 

    ASSESSMENT CRITERION 5 
    Key phases of production are quality checked in required time frames and according to brief or project objectives. 

    ASSESSMENT CRITERION 6 
    Finalised creative work is inspected and approved by appropriate stakeholders and in required format. 

    SPECIFIC OUTCOME 3 
    Describe printing and other processes to enhance production. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Print terminology is explained in accordance with established procedures. 

    ASSESSMENT CRITERION 2 
    Printing processes are described and explained in line with company printing procedures. 

    ASSESSMENT CRITERION 3 
    Printing process selected is correct and will enhance the printing process. 

    ASSESSMENT CRITERION 4 
    Paper selected is correct and contributes to job requirements. 

    ASSESSMENT CRITERION 5 
    Colour separations, process colour and Pantone systems are explained using correct terminology. 

    ASSESSMENT CRITERION 6 
    Printing jobs are set up on the computer and meet the requirements of the job. 

    SPECIFIC OUTCOME 4 
    Co-ordinate the production of marketing communications materials. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Staff are briefed in accordance with established procedures within required time frame. 

    ASSESSMENT CRITERION 2 
    Briefing is documented accurately, concisely and is legible and in required format. 

    ASSESSMENT CRITERION 3 
    Supply material is coordinated to fit the requirements of the job and within required time frame. 

    SPECIFIC OUTCOME 5 
    Identify, evaluate and select production options. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Research on the production options is conducted and documented following company guidelines and procedures. 

    ASSESSMENT CRITERION 2 
    Pre-production issues and requirements are identified and listed in line with objectives and in required format. 

    ASSESSMENT CRITERION 3 
    Production options are identified and listed in required format and in accordance with brief objectives. 

    ASSESSMENT CRITERION 4 
    Best production option is selected and reasons for selection are explained in relation to brief requirements and customer specifications. 

    ASSESSMENT CRITERION 5 
    Production option selected meets requirements and is made within agreed time frame. 

    ASSESSMENT CRITERION 6 
    Post production issues and requirements are identified in line with brief objectives. 


    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 methods and techniques for designing print, radio, television (TV) and cinema marketing communications
  • Knowledge of methods and techniques for interpreting creative briefs
  • Knowledge 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 writing marketing communications, and copy. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others when developing the creative process. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative creative processes exist in the event of current process being rejected. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that advertisement meets specifications. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively present final copy to clients. 

    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 developing marketing communications so that these are appropriate and acceptable to a range of consumers with varying incomes, buying needs and cultural backgrounds. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    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
    Elective  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  CHE 


    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.