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6405 Determine advertising options for small business enterprises

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6405 Determine advertising options for small business enterprises6405,for,For

NZQA registered unit standard 6405 version 6

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Title Determine advertising options for small business enterprises

    Level 4 Credits 5

    Purpose People credited with this unit standard are able to: identify

    business and marketing objectives, and determine advertising

    needs; evaluate appropriate advertising and media options; cost

    advertising options; and evaluate and determine advertising

    options.

Classification Marketing > Generic Marketing

Available grade Achieved

Explanatory notes

Small business enterprises are diverse, and determination of advertising options for small

    business enterprises could require consideration of a range of current legislation such as:

    Fair Trading Act 1986

    Consumer Guarantees Act 1993

    Commerce Act 1986

    Sale of Goods Act 1908

    Human Rights Act 1993

    Privacy Act 1993.

Outcomes and evidence requirements

Outcome 1

    Identify business and marketing objectives, and determine advertising needs.

Evidence requirements

    1.1 Business factors are reviewed in relation to advertising needs.

    Range business factors location, method of operation, product lines or

    range of services provided, pricing factors, distribution factors, level

    of service, customer base, competition, competitive advantage.

NZQA National Qualifications Services ; New Zealand Qualifications Authority 2012

    SSB Code 130301

NZQA registered unit standard 6405 version 6

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    1.2 Business objectives for provision of products and/or services are identified and

    used to determine the key business outcomes that the advertising is intended to

    achieve.

    Range business outcomes may include but are not limited to building

    awareness and promoting image; enhancing consumer

    understanding of products and/or services offered; establishing

    benefits of products and/or services; responding to seasonal sales

    variations; attracting new customers; consolidating loyalty of existing

    customer base; managing inventory levels.

    1.3 Marketing objectives are identified and used to determine the marketing focus for

    advertising activities in terms of sales volume, market share, and profit.

    1.4 Customer needs for products and/or services are researched, target customer

    profile is established, and target market area is determined in relation to location

    and distribution method(s) and capacity of the business operation.

    1.5 Needs of the small business operation are determined in relation to the

    development and execution of cost-effective messages and advertisements that

    achieve targeted customer response(s), and advertising and marketing

    objectives.

Outcome 2

Evaluate appropriate advertising and media options.

Evidence requirements

    2.1 Advertising media options are determined and evaluated in relation to methods for

    communicating product and/or service features and benefits, and enhancing

    customer awareness of need for product and/or service.

    Range print media options may include but are not limited to newspaper,

    magazine, broadsheet, leaflet, brochure, directory, outdoor signage;

     electronic media options may include but are not limited to radio,

    cinema, television, computer, telecommunications.

    2.2 Features and benefits of media options are evaluated and assessed in terms of

    their capacity to achieve key advertising outcomes.

    2.3 Direct response advertising techniques are identified and evaluated for their

    effectiveness in achieving advertising objectives for the product and/or service.

    Range techniques may include but are not limited to telephone, direct mail,

    newspapers, magazines, television, coupons, radio.

NZQA National Qualifications Services ; New Zealand Qualifications Authority 2012

    SSB Code 130301

NZQA registered unit standard 6405 version 6

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    2.4 Providers of advertising advice are identified, and their services are evaluated for

    effectiveness in achieving advertising objectives for the product and/or service.

    Range service providers may include but are not limited to advertising

    agencies, consultants, contractors, media services, competitors,

    informal sources.

Outcome 3

Cost advertising options.

Evidence requirements

    3.1 Cost analysis determines standard costs of time and space for selected

    advertising media.

    3.2 Cost analysis assesses variable costs related to advertising timing, frequency,

    seasonality, and special offers.

    3.3 Comparisons are made of costs of professional advice and services provided by

    advertising agencies, consultants, contractors, and media services.

    3.4 Cost-free options are identified and assessed in terms of advertising potential.

    Range sources of options may include but are not limited to publications,

    trade and/or service associations, suppliers, media services, staff,

    customers, personal and business contacts.

    3.5 Cost-effectiveness of advertising options is assessed in relation to achievement of

    target customer responses, advertising outcomes, and marketing objectives.

    3.6 Targeted advertising results are quantified in relation to selected marketing

    objectives for product lines and/or services.

    Range sales volume, market share, profit.

    3.7 Advertising budget is established that resources advertising activities within the

    funding capacity of the small business enterprise.

NZQA National Qualifications Services ; New Zealand Qualifications Authority 2012

    SSB Code 130301

NZQA registered unit standard 6405 version 6

     Page 4 of 5

Outcome 4

Evaluate and determine advertising options.

Evidence requirements

    4.1 Advertising content, copy, layout, and timing are developed and evaluated in

    terms of meeting advertising needs.

    Range evaluation may include but is not limited to advertising message;

    product and/or service information; visual impact and appeal;

    advertisement size; location within print media; timing of broadcast

    media; accuracy of content; extent of customer focus of

    advertisement; customer response stimuli; business image

    enhancement; period of advertising activity.

    4.2 Advertisements are evaluated for accuracy of information and compliance with

    legislation and local government regulations governing advertising activities.

    4.3 Advertising options are selected that are consistent with advertising needs and

    key business outcomes, marketing objectives, target customer responses, and are

    within the capacity of the small business enterprise to resource.

    4.4 Provision is made for monitoring, evaluation, and adjustment of advertising

    activities to meet changing needs of the enterprise.

Planned review date 31 December 2013

    Status information and last date for assessment for superseded versions Process Version Date Last Date for Assessment

    Registration 1 22 February 1996 N/A

    Revision 2 12 May 1999 N/A

    Revision 3 16 January 2001 N/A

    Revision 4 12 January 2006 N/A

    Rollover and 5 22 August 2008 N/A Revision

    Rollover and 6 17 November 2011 N/A Revision

Consent and Moderation Requirements (CMR) reference 0113

    This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.

NZQA National Qualifications Services ; New Zealand Qualifications Authority 2012

    SSB Code 130301

NZQA registered unit standard 6405 version 6

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Please note

    Providers must be granted consent to assess against standards (accredited) by NZQA, before they can report credits from assessment against unit standards or deliver courses of study leading to that assessment.

    Industry Training Organisations must be granted consent to assess against standards by NZQA before they can register credits from assessment against unit standards.

    Providers and Industry Training Organisations, which have been granted consent and which are assessing against unit standards must engage with the moderation system that applies to those standards.

    Requirements for consent to assess and an outline of the moderation system that applies to this standard are outlined in the Consent and Moderation Requirements (CMR). The CMR also includes useful information about special requirements for organisations wishing to develop education and training programmes, such as minimum qualifications for tutors and assessors, and special resource requirements.

Comments on this unit standard

Please contact NZQA National Qualifications Services nqs@nzqa.govt.nz if you wish to

    suggest changes to the content of this unit standard.

    NZQA National Qualifications Services ; New Zealand Qualifications Authority 2012

    SSB Code 130301

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