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STAATSKOERANT, 2 NOVEMBER 2004 No. 26928 503 12. RANGE STATEMENT -0 All forms of marketing communications include but are not limited to; advertising, direct marketing and relationship marketing, sales promotions, public relations and alternative strategies 0 Media includes but is not limited to; all electronic, print, outdoor, digital media, e media and direct media 0 Primary purpose in 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, motivating staff 13. NOTES: . EMBEDDED KNOWLEDGE: 0 An understanding of methods and techniques for designing print, radio, television (TV) and ' cinema marketing communications. \ An understanding 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 wil therefore need to be camed out by the relevant Educational and Training Quality Assurance Body (ETQA) CRITICAL CROSS-FIELD AND DEVELOPMENTAL OUTCOMES The ability to: 0 Collect, evaluate, organise and critically evaluate information so that advertisement meets specifications 0 Communicate and effectively present final copy to clients Organise oneself and one's activities so that alternative creative processes exist in the event of current process being rejected Work effectively with others when developing the creative process Identify and solve problems pertaining to writing marketing communications, and copy 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
504 No. 26928 GOVERNMENT GAZETTE, 2 NOVEMBER 2004 CRITICAL CROSS-FIELD AND DEVELOPMENTAL OUTCOMES The ability to: 0 Organise and manage one's self and one's activities responsibly and effectively to enhance understanding of copy and copywriting 0 Collect, analyse, organise and critically evaluate information pertaining to the copy and copywriting 0 Demonstrate an understanding of the world as a set of related systems by recognising how creativity impacts on the final copywtitrng produced 0 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 writing copy
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