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MKT 228 Online Advertising Campaign Short Paper Guidelines and Rubric Overview Using your final project, create an online advertising campaign for your company. Specifically, make a list of the media (at least five) that would be most effective in reaching your target audience. Explain your reasoning for each. Hint: Utilize the advertising objectives to help convey your message. Format: This case analysis should follow these formatting guidelines: 1–2 pages, double spacing, 12-point Times New Roman font, 1-inch margins, and a minimum of 2 sources.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Advertising Objectives

Meets “Proficient” criteria and uses clear and relevant examples to establish the context for the media selection

Identifies the advertising objectives and connects them to media selection

Identifies the advertising objectives, but does not connect them to media selection

Does not include advertising objectives

30

Media Selection Meets “Proficient” criteria and also provides unique media suggestions

Identifies appropriate media selections for an advertising campaign

Identifies media selections for an advertising campaign, but they lack appropriateness

Does not include media selection

30

Reasoning Meets “Proficient” criteria and justifies the reasoning with clear and relevant examples that firmly establish the effectiveness of the choices

Provides appropriate reasoning for the selection of the media, using clear and relevant examples

Provides reasoning for the selection of the media, but does not use clear examples

Does not include reasoning

30

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%