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Advertising Sales VocationalQualification Proposal

Background and Methodology

Following employer support of the National Occupational Standards project foradvertising sales in creative media industries, a brief survey was conducted into theindustry demand for an accompanying vocational qualification.

The survey link was sent to contacts drawn from those who had attended the adsales NOS project focus groups and those who had responded to the onlineconsultation on the draft standards.

80 contacts were sent the link (100%)

51 total survey views (63%)

13 total responses (16%)

Responses to the questions are listed below.

1. Is there a need for a vocational qualification in advertising sales?

There was an overwhelmingly positive response to this question. The majority of therespondents were from national, regional or local newspaper companies, as well asone Scottish television company.

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2. Who should the qualification be designed for?

% Response

100

69 69 6962

0

20

40

60

80100

120

Allre

spondents

Pote

ntial

newentra

nts

Junio

rortraine

esale

sstaf

f

More

experienced

sales

staff

Mana

gers

andsenio

rsale

sstaf

f

% Response

Over two thirds of respondents identified new entrants, junior or trainee staff andmore experienced sales staff as needing a qualification. Just under two thirds of therespondents identified managers or senior sales staff as requiring a qualification.This indicates a high level of need identified across all grades of staff, includingexisting and potential new entrants.

3. If yes, what level should the qualification be at?

% Response

100

15

38

6246 46

15 15

0

20

40

60

80

100

120

Allre

spon

dents

Level1

(GCS

EGrad

eD-G)

Level2

(GCS

EGr

adeA

-C)

Level3

(Alevel)

Level4

(1styearUG

)

Level5

(2nd

year

UG)

Level6

(UGde

gree)

Level7

(PGde

gree)

% Response

Just under two thirds of respondents identified Level 3 and just less than halfidentified Level 4 and level 5 as appropriate levels for a qualification.This may reflect the range of people in the respondents organisations, theirexperience and existing qualification level attainment.

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4. What purpose should the qualification have?

% Response

100

54

77 8569

62

0

20

40

60

80100

120

Allre

sponde

nts

Prep

arato

ryfore

nteringind

ustry

Inductio

ntothe

job

Up-skills

orre-skille

xistin

gstaf

f

Profe

ssion

alisatio

nofth

erole

Recognitio

nofcom

peten

ce

% Response

The most popular purpose cited by the respondents is to up-skill and re-skill existingstaff. This is followed by a qualification as an induction to the job and then as a wayof professionalising the role and then as a recognition of existing competence.

This can be interpreted as a reflection of the need to invest in continuing professionaldevelopment (CPD) in trainee or junior staff and as a means of attracting betterqualified new entrants, and then to improve the skills of more experienced staff andprofessionalise the workforce.

5. How many members of your team would you want to take this qualification?

Respondents to the survey have indicated that there are 511 members of staff theywould like to take the qualification.

Recommendations

Skillset is recommending that the new National Occupational Standards forAdvertising Sales be used to develop a nationwide vocational qualification to:

Level 2/3 Preparatory/induction level that incorporates: Includes Function AS1 of NOS on Selling Includes Function AS2 of NOS on Self-Management

Includes Unit AS3g contributing to strategies & plans

Level 3/4 Higher/advanced level for experienced CPD Includes Function AS2 of NOS on Self-Management Includes Function AS3 of NOS on Business Management Includes Function AS2 of NOS on Management of Others

In addition, Skillset can offer the support of an industry panel that has been involvedin the development of the standards and is keen to work directly on qualificationdevelopment. This in turn will secure further support for take up of any qualificationsdeveloped. There may also be scope to work in partnership with particular regionalnewspaper groups to develop aligned accreditation of their own in-house trainingprogrammes.

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