Media Planning

BAC325 MEDIA PLANNING – SPRING, 2022 SUMMATIVE 1 - PROJECT Task brief & rubrics

Task

• Individual project, each student will have a brand from a list of brands provided by the instructor. • Define your brand’s target group in the fiction country of Puerto Naranja.

o Demographic and psychographic profiles. o Uses and attitudes towards your brand's product/service category.

• Create a Medial Plan including local traditional media from Puerto Naranja’s media profile. o Mention specific local media vehicles by name, such as TV and radio programs, newspapers, magazines and outdoor locations. o From a Target Group perspective, explain the reason for using each one of the selected media vehicles.

Formalities:

• 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. • 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:

• Week 5 – Via Moodle (Turnitin). Deadline Sunday February 27th at 11:59 pm.

Weight:

• This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

• Understand Media Planning’s role in today's business environment. • Effectively calculate and adopt media to attain competitive advantage. • Make appropriate use of contemporary digital technologies for media planning. • Build a foundation via media production. • Develop critical thinking regarding media planning for advertising, public relations, and health and political communication campaigns.

Rubrics

“All grades are provisional, pending moderation.”

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69 Knowledge &

Understanding (30%)

Student demonstrates excellent understanding of Media Planning key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant Media Planning concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum Media Planning theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key Media Planning concepts or uses minimum amount of relevant vocabulary.

Application (25%) Student applies fully relevant knowledge from the Media Planning topics delivered in class.

Student applies mostly relevant knowledge from the Media Planning topics delivered in class.

Student applies some relevant knowledge from the Media Planning topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from Media Planning topics delivered in class. Misunderstands are evident.

Critical Evaluation (25%)

Student critically assesses in excellent ways, drawing outstanding conclusions from Media Planning topics delivered in class.

Student critically assesses in good ways, drawing conclusions from Media Planning topics delivered in class.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or none critical thinking insights, does not draw conclusions from Media Planning topics delivered in class.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

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.

Student communicates their ideas in a somewhat unclear and confusing way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.