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MKT 335 Module Five Short Paper Guidelines and Rubric Overview: In this short paper, you will select, research, and evaluate the effectiveness of a social media campaign. Prompt: Choose a social media campaign to research and evaluate. The campaign should span multiple social media channels and leverage influencers as a tactic. You may choose one of the social media campaigns featured in the articles below or a different social media campaign of your choice.

 12 Video Marketing & Advertising Campaigns You’ll Actually Enjoy Watching

 The 15 Digital Campaigns the Biggest Names in Advertising Wish They Had Created To support your response, cite at least two sources, such as industry leaders, academic articles, case studies, and research studies. Specifically, the following critical elements must be addressed:

a. Target: Identify the target audience for each selected campaign, supporting your response with specific examples or data. b. Influencers: Explain how the campaign leveraged influencers as a tactic. c. Metrics: Discuss how metrics were used (or could have been used) to evaluate the success of a campaign. d. Recommendations for Improvement: Provide specific suggestions for improving the campaign. e. Other Considerations: Address potential ethical, legal, and cultural considerations related to the campaign.

Guidelines for Submission: Your paper must be submitted as a 1- to 2-page Microsoft Word document with double spacing, 12-point Times New Roman font, and one-inch margins. Include at least three citations in APA format.

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

Target

Meets “Proficient” criteria and demonstrates an exceptional depth of understanding about the channels

Identifies the target audience for each selected campaign, supporting the response with specific examples or data

Summarizes the defining characteristics of each channel, but summary is incomplete or contains inaccuracies

Does not summarize the defining characteristics of each channel

18

Influencers Meets “Proficient” criteria and provides a keen understanding of the tactic

Explains how the campaign uses influencers as a tactic

Explains how the campaign uses influencers as a tactic, but explanation is cursory or incomplete

Does not explain how the campaign uses influencers as a tactic

18

Metrics Meets “Proficient” criteria and offers an exceptionally clear and well-researched justification for channel selection

Explains how metrics were used (or could have been used) to evaluate the success of a campaign, providing specific examples

Explains how metrics were used (or could have been used) to evaluate the success of a campaign, but explanation is cursory or incomplete

Does not explain how metrics were used (or could have been used) to evaluate the success of a campaign

18

Recommendations for Improvement

Meets “Proficient” criteria and provides exceptionally well crafted, nuanced suggestions

Provides specific suggestions for improving the campaign

Provides specific suggestions for improving the campaign, but suggestions are weak, unclear, or incomplete

Does not provide specific suggestions for improving the campaign

18

Other Considerations

Meets “Proficient” criteria and addresses underlying, but less obvious, issues that are typically overlooked

Identifies potential ethical and cultural issues related to the campaign

Identifies potential ethical and cultural issues related to the campaign, but the response is cursory, incomplete, or contains inaccuracies

Does not identify potential ethical and cultural concerns related to the campaign

18

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%