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MKT544_r2_Effective_Advertising_grading_guide_week3.doc|
Effective Advertising Campaign Paper Grading Guide MKT/544 Version 2 |
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Effective Advertising Campaign Paper Grading Guide
MKT/544 Version 2
Integrated Marketing Communications
Copyright
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Individual Assignment: Effective Advertising Campaign Paper
Purpose of Assignment
In this assignment, the student will review five commercials and explain why they think these are effective based on the advertising theory and design principles. Students must identify the relationship with the hierarchy of effects model and does it touch on the means end concepts
Grading Guide
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Content |
Met |
Partially Met |
Not Met |
Comments: |
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The student identifies five commercials. |
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The student identifies part of the Hierarchy of Effects Model, noting the specific step in the model related to the part and if any of the advertisements touch on the means-end concepts. |
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The student answers what market segment the commercials are targeted at (describes these target markets). |
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The student answers if the messages are aligned with the IMC objectives. |
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The student answers if the messages resonate with the target market. |
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The student answers if the correct media is being used to send out the messages. |
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The student answers what kind of message strategy is being used – cognitive, affective, or conative. |
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The student answers what recommendations, if any, would they make to change the message content. |
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The paper is 750 to 1,050 words in length. |
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Total Available |
Total Earned |
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70 |
#/70 |
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Writing Guidelines |
Met |
Partially Met |
Not Met |
Comments: |
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The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. |
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Intellectual property is recognized with in-text citations and a reference page. |
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Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. |
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Sentences are complete, clear, and concise. |
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Rules of grammar and usage are followed including spelling and punctuation. |
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Total Available |
Total Earned |
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30 |
#/30 |
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Assignment Total |
# |
100 |
#/100 |
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Additional comments:
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