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MKT 335 Module Three Case Study Guidelines and Rubric Overview: After reviewing a synopsis of a digital advertising campaign, you will summarize the goals, execution, and results of the campaign. Prompt: Select one of the campaigns below and address the following topics:

 Problem and Goal: What problem was the brand trying to solve or what opportunity were they trying to capitalize on?

 Solution: What was the solution?

 Audience: Who was the target audience? What channels were used in the campaign?

 Media Plan: Work backwards to deconstruct the brand’s media plan. What types of content were used in the campaign?

 Results/KPIs: What KPIs were used to measure success? What were the results of the campaign?

 Recommendations: How could they improve or extend the campaign further? Campaign Options: Choose one of the campaigns listed below.

 GE Unimpossible Missions o GE Embarks on “Unimpossible Missions” Like Saving a Snowball in Hell o GE Launches Campaign Featuring “Unimpossible Missions”

 Taco Bell o Taco Bell’s Content-First Ad Approach o Taco Bell Takes Early Adopter Approach to Digital to Drive Sales

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

Problem/Goal Meets “Proficient” criteria and response is exceptionally clear and concise

Summarizes the goal of the campaign

Summarizes the goal of the campaign, but summary is incomplete or contains inaccuracies

Does not summarize the goal of the campaign

15

Solution Meets “Proficient” criteria and response is exceptionally clear and concise

Describes the campaign including the channels used in the solution

Describes the campaign, but the description is weak, unclear, or incomplete

Does not describe the campaign 20

Audience Meets “Proficient” criteria and positions the target audience within the broader context of the campaign

Describes the target audience of the campaign

Describes the target audience of the campaign, but description is weak or incomplete

Does not describe the target audience of the campaign

10

Media Plan Meets “Proficient” criteria and response is exceptionally clear and concise

Explains the type of media used in the campaign

Explains the type of media used in the campaign, but explanation is incomplete or contains inaccuracies

Does not explain the types of media used in the campaign

15

Results/KPIs Meets “Proficient” criteria and shows keen insight into the use of KPIs

Summarizes campaign results, including KPIs used to measure success

Summarizes campaign results, but response is cursory, incomplete, or contains inaccuracies

Does not summarize campaign results

15

Recommendations Meets “Proficient” criteria and recommendations are creative and forward-thinking

Recommends strategies for improving or enhancing the campaign

Recommends strategies for improving or enhancing the campaign, but the response is cursory or incomplete

Does not recommend strategies for improving or enhancing the campaign

15

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%