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: 

Develop advertising activity specifications 
SAQA US ID UNIT STANDARD TITLE
244580  Develop advertising activity specifications 
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  15 
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 
The purpose of the learning is to develop briefs that clearly specify what is required of persons or organisations for the execution of specific advertising activities. Credited learners understand the premium placed on clear and purposeful communication and can apply these principles. They understand the contribution of different roles in the advertising value chain, and listen accurately to keep the links between different components of the value chain intact and effective.

Credited learners understand the value of accuracy and brevity in especially business environment, and of clear objectives and effective outputs, to ensure that resources are not wasted. They can prioritise under pressure, and this competence is an important life skill that can enhance learners' quality of life in general.

By ensuring that specifications are developed competently, advertising agencies, their clients and their suppliers remain focused and are able to strip away superfluous aspects, resulting in improved strategy development. Delivering on clear objectives ensures that resources are applied effectively, improving the effectiveness of outputs and ultimately improving profitability.

Credited learners are capable of:
  • Analysing given specifications for briefs.
  • Specifying requirements based on analysis of given specifications.
  • Compiling briefs for specific advertising activities.
  • Producing and distributing briefs to relevant persons. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    The credits and level assigned to this unit standard is based on the assumption that learners have already attained the following competencies:
  • Communication and language (NQF Level 4).
  • Mathematic literacy (NQF Level 4).
  • Demonstrate an understanding of advertising production (NQF Level 5). 

  • UNIT STANDARD RANGE 
    At this level, learners are required to develop briefs as part of a supervised team, in other words, a supervisor will provide the learner with specifications indicating requirements for a specific component of an advertising campaign, and the learner must then be able to brief relevant persons or organisations regarding the activities required to meet the given specifications. The learner must develop briefs based on given specifications/briefings.

    Additional range statements are provided with specific outcomes and assessment criteria where relevant. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Analyse given specifications for briefs. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Given specifications are collected within agreed time frames and formats. 

    ASSESSMENT CRITERION 2 
    The purpose and all relevant components of specifications are accurately identified, categorised and collated adhering to agreed structure. 
    ASSESSMENT CRITERION RANGE 
    Components can include targets; scope; information requirements; budget limitations; objectives; mandatory components; etc.; categorisation includes judgement of relevance for and impact on briefs.
     

    ASSESSMENT CRITERION 3 
    Any uncertainties are clarified with all relevant persons (e.g. specification originators). 

    ASSESSMENT CRITERION 4 
    Briefing target audiences and their requirements are accurately determined based on given specifications and all other relevant information sources. 

    ASSESSMENT CRITERION 5 
    Potential problems and constraints are identified and possible solutions and modifications are determined in consultation with relevant persons. 

    SPECIFIC OUTCOME 2 
    Specify requirements based on analysis of given specifications. 
    OUTCOME RANGE 
    Requirements include statutory, legal, organisational, technical, commercial and resource requirements, resource requirements include physical, human, time and monetary resources. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    All relevant requirements are identified and all given specifications are met. 

    ASSESSMENT CRITERION 2 
    Scheduling and resource allocation is feasible/practical for specific advertising and production contexts. 

    ASSESSMENT CRITERION 3 
    Optimum effectiveness and efficiency is verified with all relevant persons. 

    ASSESSMENT CRITERION 4 
    Potential problems and constraints are identified and possible solutions and modifications are determined in consultation with relevant persons. 

    ASSESSMENT CRITERION 5 
    Identified requirements are confirmed with all relevant persons (e.g. specification originators) before brief development commences. 

    ASSESSMENT CRITERION 6 
    Requirements are recorded accurately in agreed formats and according to the required organisation procedures. 

    SPECIFIC OUTCOME 3 
    Compile briefs for specific advertising activities. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Briefs are accurate, accessible and documented in agreed formats. 

    ASSESSMENT CRITERION 2 
    Information included in briefs is clear and adequate/sufficient for target audience requirements and indicate how suppliers will be adjudicated. 

    ASSESSMENT CRITERION 3 
    All relevant standardised components of briefs are identified and included according to the required organisation procedures. 

    ASSESSMENT CRITERION 4 
    Briefs comply with all relevant organisational policies and procedures, and legislation. 
    ASSESSMENT CRITERION RANGE 
    Policies include procurement and intellectual property management policies, legislation includes, for example, trademark and copyright legislation.
     

    ASSESSMENT CRITERION 5 
    Briefs adhere to given purpose, strategy, intention and business requirements. 

    ASSESSMENT CRITERION 6 
    Deadlines for brief development are adhered to. 

    ASSESSMENT CRITERION 7 
    Approval is obtained from all relevant persons prior to production and distribution of briefs. 

    SPECIFIC OUTCOME 4 
    Produce and distribute briefs to relevant persons. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Briefs are produced accurately, in agreed formats and within budget. 

    ASSESSMENT CRITERION 2 
    Briefs and supporting information are provided to all relevant persons ensuring clarity. 

    ASSESSMENT CRITERION 3 
    Briefs are distributed and request for information/proposals/quotations are available as specified by relevant legislation, and organisation policies and procedures according to organisation policies and procedures. 

    ASSESSMENT CRITERION 4 
    Documentation regarding distribution is complete and adheres to all relevant legal requirements. 

    ASSESSMENT CRITERION 5 
    Deadlines for distribution are adhered to. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Assessment of learner achievements takes place at providers accredited by a relevant ETQA (RSA, 1998b) for the provision of programs that result in the outcomes specified for this unit standard.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with a relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard must be accredited as a provider with a relevant ETQA.
  • The relevant ETQA according to the moderation guidelines and the agreed ETQA procedures will oversee moderation of assessment and is responsible for moderation of learner achievements of learners who meet the requirements of this unit standard. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    Credited learners understand and can explain:
  • The purpose, strategy, intention and business requirements, and components of specifications.
  • Target audiences and their requirements.
  • Potential problems and constraints in the advertising process.
  • Technical and resource requirements.
  • Scheduling and resource allocation, and optimum effectiveness and efficiency.
  • Advertising and production contexts.
  • Standard and non-standard components of briefs.
  • Relevant organisational policies and procedures, and legislation. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems where responses to problems show that such critical and creative thinking has been used to make responsible decisions when potential problems and constraints are identified and possible solutions and modifications are determined in consultation with relevant persons. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others as a member of a team, group, organisation or community when any uncertainties are clarified with all relevant persons, briefing target audiences and their requirements are accurately determined based on given specifications and all other relevant information sources, identified requirements are confirmed with all relevant persons (e.g. specification originators) before brief development commences, and approval is obtained from all relevant persons prior to production and distribution of briefs. 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage oneself and one's activities responsibly and effectively when given specifications are collected within agreed time frames and formats, all relevant standardised components of briefs are identified and included according to the required organisation procedures, briefs comply with all relevant organisational policies and procedures, and legislation, deadlines are adhered to, and documentation is complete and adheres to all relevant legal requirements. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information when the purpose and all relevant components of specifications are accurately identified, categorised and collated, and information included in briefs is adequate/sufficient for target audience requirements. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively using visual, mathematic and/or language skills in the modes of oral and/or written presentation when requirements and briefs are recorded accurately in agreed formats, briefs and supporting information are provided to all relevant persons ensuring clarity. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology effectively and critically, showing responsibility towards the environment and health of others to compile briefs for specific advertising activities, and when briefs are produced in agreed formats, and distributed according to organisation policies and procedures. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation to specify requirements based on analysis of given specifications, and when briefs adhere to given purpose, strategy, intention and business requirements. 

    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 
    Notes to Assessors:

    Assessors should keep the following principles in mind when designing and conducting assessments against this unit standard:
  • Focus the assessment activities on gathering evidence in terms of the main outcome expressed in the title to ensure assessment is integrated rather than fragmented. Remember we want to declare the person competent in terms of the title. Where assessment at title level is unmanageable, focus assessment around each specific outcome, or groups of specific outcomes.
  • Make sure evidence is gathered across the entire range, wherever it applies. Assessment activities should be as close to the real performance as possible, and where simulations or role-plays are used, there should be supporting evidence to show the learner is able to perform in the real situation.
  • Do not focus the assessment activities on each assessment criterion. Rather make sure the assessment activities focus on outcomes and are sufficient to enable evidence to be gathered around all the assessment criteria.
  • The assessment criteria provide the specifications against which assessment judgements should be made. In most cases, knowledge can be inferred from the quality of the performances, but in other cases, knowledge and understanding will have to be tested through questioning techniques. Where this is required, there will be assessment criteria to specify the standard required.
  • The task of the assessor is to gather sufficient evidence, of the prescribed type and quality, as specified in this unit standard, that the learner can achieve the outcomes again and again and again. This means assessors will have to judge how many repeat performances are required before they believe the performance is reproducible.
  • All assessments should be conducted in line with the following well documented principles of assessment: appropriateness, fairness, manageability, integration into work or learning, validity, direct, authentic, sufficient, systematic, open and consistent. 

  • QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  58820   National Certificate: Advertising  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 


    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.
     
    1. Jeppe College of Commerce and Computer Studies 
    2. School of Growth (Pty) Ltd 



    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.