Advertising, Media and branding, BMW paper

FINAL TIMED ASSIGNMENT

Description:  Individual task.  A Brand will be assigned to you.  You have to write a paper answering the questions stablished in this brief (WITHIN THE NEXT 48 HOURS).

Questions: 1. Define the different target groups/audiences of your brand [10%], and identify its real-life media strategy to reach all of them differentiating between Paid,

Owned and Earned media [25%]. 2. Your brand is launching a new product/service (of your choice) in your country/market. Please develop the media plan for 2021 considering the following:

o Define the target groups/audiences (demographics and psychographics) for the particular product/service chosen. [10%] o Select the Media Mix (taking into account the media landscape of your country) and briefly explain the rationale behind your selection. [10%] o Explain how you would distribute your media Budget. Create a pie chart showing allocated percentages per media (based on your Media Mix). [10%] o Define the seasoning and timing of your strategy (when would you place ads?). [10%]

3. Perform secondary research online to identify a negative reputation issue related to your brand, and evaluate how it was affected by it [25%].

Formalities:  Wordcount: 1 page answer per question.  Cover, Table of Contents, References and Appendix are excluded of the total wordcount.  Font: Arial 11 pts.  Text alignment: Justified.  The in-text References and the Bibliography have to be in Harvard’s citation style.

Timed Assignment Launch: Week 12.

Submission: Week 12 – Via Moodle (Turnitin). Submission will be accepted from the 30th of April to the 2nd of May at 23:59hrs (Barcelona’s time).

Weight: This task is a 45% of your total grade for this subject.

Outcomes: This task assesses the following learning outcomes:  Understand and develop a comprehensive advertising and promotional campaign.  Define and select target publics and the appropriate media.  Examine and measure views and contacts on a per dollar basis.  Understand and optimize the promotion and advertising budget.  Be aware of legislation, ethics, sustainability and reputational issues.

BCO128 ADVERTISING, MEDIA AND BRANDING – Task brief & rubrics

Rubrics

Exceptional 90-100

Good 80-89

Fair 70-79

Marginal fail 60-69

Knowledge & Understanding

(35%)

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

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

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

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

Application (40%)

Student applies fully relevant knowledge from the topics delivered in class.

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

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

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

Evaluation (25%)

Student evaluates the findings in excellent ways, drawing outstanding conclusions and proposing new paths of work.

Student evaluates the findings in a significant manned, drawing some conclusions and proposals.

Student creates a fair report but misses some elements learned in class. Misunderstandings may be evident.

Student creates an incomplete report plan with some important missing elements and/or some irrelevant details.