Advertising 3000words

ADVERTISING M30947

ASSESSMENT for 2020/2021

Case study: Baileys: A radical brand turnaround story with extra

Sprinkles.

Katie Mackay-Sinclair, Jack Farrelly and John Thomson

Institute of Practitioners in Advertising, Silver, IPA Effectiveness

Awards, 2018 WARC

Total 3,000 words. All work to be presented in size 12 font and referenced using

APA. The use of sub-headings to structure work is encouraged.

The marking of each question is equally weighted.

Read the case study and answer ALL 3 questions.

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)

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)

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)

DEADLINE FOR SUBMISSION: FRIDAY 22nd JANUARY 2021 at 11:55pm

ADVERTISING: Assessment Marking criteria 2020/2021

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.