NZQA registered unit standard
26390 version 2
Page 1 of 4
Title
Develop creative strategies and evaluate media options for an
integrated marketing campaign
Level
6
Purpose
Credits
10
This unit standard is for people who have, or seek responsibility
for, or provide advice for, managing integrated marketing
campaigns.
People credited with this unit standard are able to: develop a
creative brief for a marketing campaign; assess media options;
and establish objectives and criteria for evaluating a creative
brief.
Classification
Marketing > Generic Marketing
Available grade
Achieved
Explanatory notes
1
Performance of outcomes of this unit standard will require adherence to the New
Zealand Marketing Association Codes of Practice, or equivalent codes:
http://www.marketing.org.nz/.
2
Definitions
Marketing objectives are the key goals the enterprise would like to attain during the
term of the marketing campaign.
Product encompasses goods and services, and ideas.
3
References
Kotler, P. & Armstrong, G. Principles of Marketing. Prentice Hall: Various
international editions.
Lamb, C.W., Hair, J.F., McDaniel, C., Summers, J., & Gardiner M. (2009) MKTG, (1st
Asia Pacific Ed.). Cengage Learning: Australia.
4
Legislation relevant to this unit standard includes but is not limited to the:
Commerce Act 1986
Consumer Guarantees Act 1993
Fair Trading Act 1986
Privacy Act 1993
Sale of Goods Act 1908
Unsolicited Electronic Messages Act 2007.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
26390 version 2
Page 2 of 4
Outcomes and evidence requirements
Outcome 1
Develop a creative brief for a marketing campaign.
Evidence requirements
1.1
Marketing objectives are analysed to identify factors that influence creative
strategy and tactics for a marketing campaign.
Range
marketing objectives may include but are not limited to – sell
products, generate product sales enquiries, acquire new
customers, develop customer loyalty and retention; creative
factors may include but are not limited to – product information,
characteristics, and attributes; target audience information;
marketing problem, opportunity, and ideas.
1.2
Budget needs are identified and assessed in relation to the specific creative
brief and the overall marketing campaign.
1.3
Creative brief is developed to clarify the campaign requirements.
1.4
The nature and extent of the contributions required from an agency are
assessed and specified in the brief.
Outcome 2
Assess media options.
Range
options may include but are not limited to – direct mail, newspapers,
magazines, television, radio, on-line, mobile technology, outdoor, viral, ambient,
social media.
Evidence requirements
2.1
Target markets are profiled and researched to establish responsiveness to
media options.
2.2
Media options are analysed, assessed, and selected for their ability to meet
marketing objectives and meet target audience expectations.
2.3
The marketing message is developed to communicate product or service
benefits, to relate to the needs and wants of the target market, to emphasise
product identification, and to be relevant for the selected media option.
2.4
Media plans, schedules, and costs are assessed and negotiated to achieve
required media coverage within campaign budget.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
2.5
26390 version 2
Page 3 of 4
Criteria and processes are developed to assess the extent to which marketing
objectives have been achieved through media coverage.
assessments may include but are not limited to – target audience
response levels, target audience research, performance ratings
surveys, readership surveys, ratings reports, search engine,
internet hits.
Range
Outcome 3
Establish objectives and criteria for evaluating a creative brief.
Evidence requirements
3.1
Evaluation objectives are developed in relation to the campaign.
objectives may include but are not limited to – message, language,
visual impact to achieve attention and response.
Range
3.2
Criteria address the alignment of the creative brief to the brand of the product
being marketed.
Replacement information
This unit standard and unit standard 26387 replaced unit
standard 11659.
Planned review date
31 December 2019
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
19 November 2010
31 December 2016
Rollover and
Revision
2
16 April 2015
N/A
Consent and Moderation Requirements (CMR) reference
0113
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
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.
NZQA National Qualifications Services
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
26390 version 2
Page 4 of 4
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
SSB Code 130301
 New Zealand Qualifications Authority 2016