Advertising 3000words

Assessment Tips

Dr Sarah Turnbull

What is the assignment?  Case study – Baileys

 3 questions (equal marks)which relate to advertising module  Advertising theory

 Media planning

 International advertising (including ethical issues)

 Evidence of knowledge of:  Module learning

 Ability to apply the case study (understanding of what you have learnt)

 Evidence of wider reading (research)

Read the Marking Criteria  Provided with the assignment brief on the Moodle

site

 Read this marking criteria before you start and ensure you understand where marks will be awarded

 Ensure that you address each aspect of the criteria in your response

 Self-evaluate where you think your work sits within the marking criteria – MARK IT YOURSELF

Excellent work Very good work Solid, reasonable work Work meets requirements Work fails to meet basic

requirements

Required elements of

Advertising assessment

70+

60-69

50-59

40-49

<40

Marks

Evaluation of key academic

concepts

30%

Outstanding work – contains

accurate, relevant material,

demonstrates understanding of

complex subject matter and is able to

view it in a wider context.

Shows originality and confidence in

analysing and criticising assumptions,

is aware of the limits of knowledge.

Very good work – contains most of the

information required, is accurate and

relevant and demonstrates

understanding of the subject matter and

attempts to view it in a wider context.

Shows some originality of thought with

good critique and analysis of

assumptions, is aware of the limits of

knowledge.

Work that attempts to address the

topic with some understanding and

analysis of key aspects of the subject

matter covered.

Attempts to show some originality of

thought and analysis of assumptions.

Some awareness of the limits of

knowledge.

Adequate work which attempts to address

the topic with limited understanding and

analysis.

Shows limited originality of thought and limited

awareness of the limits of knowledge.

Work in this range attempts to

address the question / problem but is

substantially incomplete and

deficient.

Shows no originality of thought and

no awareness of the limits of

knowledge.

Evidence of research to

support discussion.

30%

Evidence of extensive research from

both academic and practitioner

sources.

Excellent use of research to support

analysis of case study.

Well researched and demonstrates wider

reading from both academic and

practitioner sources.

Very good use of research to support

analysis of case study.

Research extends to primary sources.

Some evidence of wider research.

Good use of research to support

analysis of case study.

Some research using texts, Internet and key

reference sources.

Adequate use of research to support

analysis of case study.

No adequate attempt to use

sources.

No adequate use of research to

support analysis of case study.

Analysis and application of

case study.

30%

Excellent, insightful critical analysis of

how academic concepts can be

applied to the case study.

Clear, concise and relevant use of

examples from the case study.

Very good insightful critical analysis of

how academic concepts can be applied to

the case study, but lacks the additional

insight needed for 70+.

Clear, concise and relevant use of

examples from the study

Solid, with some insight into how

academic concepts can be applied to

the case study,

Not always clear or relevant use of

examples from case study.

Basic consideration of how academic

concepts can be applied to the case study.

Lacking insight or analysis, mostly

descriptive.

Some relevance, lacking clarity.

Limited attempt to underpin with relevant

examples form the case study.

Limited consideration of how

how academic concepts can be

applied to the case study.

Inadequate discussion, lacks clarity

and relevance. Inadequate attempt

to underpin with relevant examples

form the case study.

Structure and presentation of

report

10%

Excellent in terms of organisation,

structure, use and flow of language,

grammar, spelling, format and

presentation.

Excellent presentation of

references.

Very good in terms of organisation,

structure, use and flow of language.

Very good presentation of references.

Satisfactory presentation with respect

to presentation, organisation,

language,

Grammar and spelling.

Good presentation of references.

An attempt to follow directions regarding

organisation, structure, use and flow of

language, grammar and spelling.

Sound presentation of references.

Serious problems

with a number of aspects of

language use

are often found in work in this

range.

Inadequate presentation of

references.

Read the 3 questions  Read the assignment questions several times – before

you read the case study

 Ensure you understand what each question is asking

 Consider what is required within each question and make a plan for the structure you are going to use for each

 Consider what you have learnt on the module

 Note: ALL online learning material is available for the rest of the module – so you have everything you need to get started

Question 1:

 Question 1: Using your understanding of two theories of advertising, use the Bailey's case study to critically discuss/examine the validity of these theories on how advertising works. (1,000 words)

 Strong Theory

 Weak Theory

 Elaboration Likelihood Model

 AIDA

 Hierarchy of Effects

 Information Processing

 Other models from Chapter 6: inf luencer model/value models etc

Question 2:  Question 2: When planning media, several key factors

need to be considered to be effective. Critically discuss two of these key factors using the case study to support your discussion. (1,000 words)

 Lots of factors: see weeks 9-11 and Chapters 20-22

 Challenge will be choosing 2 factors –  Two approaches: Either consider 2 themes that you can

bundle lots of factors within OR outline all the factors and then narrow in and discuss 2 of your choice in depth. You must choose the 2 you consider key and argue this in your response.

Question 3:  Question 3: The Baileys case study is focused on the UK. Critically

discuss the considerations that would need to be made if the company decided to use this campaign or develop a similar campaign for Malaysia. Your answer should include a discussion of any ethical issues that may need to be considered. (1,000 words)

 Lots of considerations to discuss: re-visit Week 8 and Hollensen (2019)chapter 17 and 7 (culture)

 Ensure you support your discussion with evidence (a reference evidencing wider reading undertaken)

 Use headings to structure your response

Structure  Consider using sub-headings – helps to keep you on

track and balance the response

 Introduction – short and sets the tone and direction of your response. Do not need to introduce the case study.

 ‘Middle’ – signpost each section and balance between topics

 Conclusion – provide a short distinctive end to your response.

Referencing  Reference – APA 7

 “Reference List” not a bibliography (at end of each question)

 Don’t need to provide practitioner references if you can’t find

 Avoid “random google references” – consider the credibility of the sources

 Finding sources of evidence to support “Excellent use of research”. Consult library sheep on Moodle and if you have problems contact the library (see sheet for details)

Good Luck  Deadline: Friday 22nd January 2021 at 11:55

OPPORTUNITIES FOR FORMATIVE FEEDBACK

 Feedback sessions in seminar times in January for Q2 and Q3 structures

 Friday seminar sessions – Q&A opportunities