ADVERTISING MEDIA AND BRANDING

BCO128 - ADVERTISING MEDIA AND BRANDING Final Task brief & rubrics

Task

Individual project, each student will be assigned a different brand (same brand as for the midterm). Students may consider their brand from a global perspective or from their own country’s perspective.

Use official cover provided on Moodle, table of contents and introduction. Each question should be clearly identified as a headline and answered as a separate section of the paper.

Questions:

• Describe the target audience of your brand / product. Be specific from the demographic, psychographic and behavioral aspects. • Develop a media mix for you brand taking into consideration your target audience. Use at least 4 different media and mis traditional and digital.

Remember that you need to justify your answer.

Formalities:

• Wordcount: 1000- 1500 • Cover, Table of Contents, 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 12 – Via Moodle (Turnitin) – 2nd May 23:59 CET

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

It assesses the following learning outcomes:

• Outcome 1: demonstrate the use of the different types of media. • Outcome 2: define and select target publics and the appropriate media.

Rubrics:

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

Understanding (20%)

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

Student demonstrates good understanding of the task and mentions some relevant concepts of adverting and branding and demonstrates use of the relevant vocabulary.

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

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

Application (30%) 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.

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in good ways, drawing conclusions from relevant authors and references.

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 quote appropriate authors, and does not provide valid sources.

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 unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.