BCO128 ADVERTISING, MEDIA & BRANDING – SPRING, 2022 MID TERM ASSESSMENT Task brief & rubrics
Task
· Individual project, each student will have a brand from a list of brands provided by the instructor.
· Answers must be written in essay format, which means that you shall provide you opinion on each topic.
· Use official cover provided on Moodle. Clearly identify each question with its answer. PDF or MS Word are mandatory.
· Questions:
· What does the Target Group psychographic profile mean? Explain your Brand’s target group psychographic profile.
· Use the steps of “A Technique for Producing Ideas” by James Web Young essay to produce an advertising Big Idea for your brand. Explain the process.
· Find a visual advert created for your brand. Explain the good the bad and the ugly of that advert from the brand’s customer perspective.
Formalities:
· Wordcount: 1.500-2.000
· Cover, References and Appendix are excluded of the total wordcount.
· Font: Arial 12,5 pts.
· Text alignment: Justified.
· The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission:
· Session 6 – Via Moodle (Turnitin submission point). Deadline March 6th at 11:59 pm.
Weight:
· This task is a 35% of your total grade for this subject.
It assesses the following learning outcomes:
· Demonstrate the importance of advertising in the promotion of a product, service, or idea;
· Understand and develop a comprehensive advertising and promotional campaigns;
· Understand the concepts of brand creation and brand positioning
Rubrics
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Exceptional 90-100
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Good 80-89
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Fair 70-79
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Marginal fail 60-69
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Knowledge & Understanding (30%)
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Student demonstrates excellent understanding of Advertising, Media & Branding key concepts and uses vocabulary in an entirely appropriate manner.
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Student demonstrates good understanding of the task and mentions some relevant Advertising, Media & Branding concepts and demonstrates use of the relevant vocabulary.
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Student understands the task and provides minimum Advertising, Media & Branding theory and/or some use of vocabulary.
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Student understands the task and attempts to answer the question but does not mention key Advertising, Media & Branding concepts or uses minimum amount of relevant vocabulary.
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Application (25%)
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Student applies fully relevant knowledge from the Advertising, Media & Branding topics delivered in class.
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Student applies mostly relevant knowledge from the Advertising, Media & Branding topics delivered in class.
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Student applies some relevant knowledge from the Advertising, Media & Branding topics delivered in class. Misunderstanding may be evident.
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Student applies little relevant knowledge from Advertising, Media & Branding topics delivered in class. Misunderstands are evident.
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Critical Evaluation (25%)
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Student critically assesses in excellent ways, drawing outstanding conclusions from Advertising, Media & Branding topics delivered in class.
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Student critically assesses in good ways, drawing conclusions from Advertising, Media & Branding topics delivered in class.
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Student provides some insights but stays on the surface of the topic. References may not be relevant.
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Student makes little or none critical thinking insights, does not draw conclusions from Advertising, Media & Branding topics delivered in class.
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Communication (20%)
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Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
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Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
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Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
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Student communicates their ideas in a somewhat unclear and confusing way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
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“All grades are provisional, pending moderation.”