Adv. media and branding

BCO128 ADVERTISING, MEDIA AND BRANDING FINAL Task brief & rubrics

Task: Written summative assignment

Answer and develop the following points about advertising, media and branding

This assessment is a written submission exam and will be released in week 12 of the course.

Students are required to answer the following questions regarding advertising, media and branding.

1- What does it represent the switch from advertising to integrated communication mix? Could you explain it using a brand

example?

2- What is the key information in your media buying brief, include traditional buying and social media buying sections. What is the

main difference between traditional and social media buying? 3- What is the purpose of promotion-mix optimization? Use an example to develop your point. Would you use some of the following

activities in your mix: charity, public affairs, events, sponsoring, etc.) Why?

4- What is a consumer insight? How do you find them? How do we use it in advertising? Use an example of consumer insight and

explain how the company used in their communication campaign. 5- How brands intend to make friends among consumers? Elaborate your answer using examples. Include links of the social media

network, videos or activities that you refer to.

6- What is reputation management? Use an example to illustrate your answer.

The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.

Formalities:

o Timed controlled assessment. This assessment must be launched 48 hours before the deadline.

o Word: Students will not have a specific word count

o Answer using 1 page maximum per question

o Font: Arial, size 12,5

o Text alignment: Justified

o The in-text references and the bibliography have to be in Harvard’s citation style.

Submission: Week (12) – Via Moodle (Turnitin). Submission deadline Sunday 2nd May

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

It assesses the following learning outcomes:

It assesses the following learning outcomes:

Outcome 1: Understanding media briefing

Outcome 2: Understanding how to analyze a commercial

Outcome 3: Understanding customer research in advertising

Outcome 4: Understanding branding

Outcome 5: Understanding responsibility management

Rubrics

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

Knowledge & Understanding

(20%)

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

Student demonstrates good understanding of the task and mentions some relevant concepts 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. Creative brief, slogan, brand personality, brand awareness, insight, jingle, icons

Student applies mostly relevant knowledge from the topics delivered in class. Creative brief, slogan, brand personality, brand awareness, insight, jingle, icons

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Creative brief, slogan, brand personality, brand awareness, insight, jingle, icons

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Creative brief, slogan, brand personality, brand awareness, insight, jingle, icons

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.