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MT359 Advertising, Promotion, PR: Integrated Marketing Communication Strategies

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Unit 4 Assignment Directions and Rubric

Complete the Assignment: Strategy and Advertising

Select an organization that has been in existence for at least 20 years (including your own organization, if applicable), and prepare a 2-3 page paper describing and assessing how this organization has developed a strategy in relationship to advertising during the years of its existence. Assess the strengths and weaknesses of the strategy and provide recommendations for improvements. Justify your recommendations.

Assignment Checklist:

1. Examine the IMC of the company of your choice by evaluating the SWOT and analyzing the overall position of the IMC.

2. Clearly articulate the core of the SWOT.

3. Be sure to outline your decision on whether the company has any real risks.

Directions for Submitting Your Assignment

Before you submit your Assignment, you should save your work on your computer in a location and with a name that you will remember. Make sure your Assignment is in the appropriate format (Word, Excel, PowerPoint, or other), then, when you are ready, you may submit on the Dropbox page.

Grading Rubric

Weighting Possible Points

Analysis and Critical Thinking

Organization • There is clear structure to the paper

• There is a central theme or thesis

• It is written for the appropriate audience

75% 22

MT359 Advertising, Promotion, PR: Integrated Marketing Communication Strategies

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• Logical flow of ideas

• Appropriate introduction to the paper or topics being covered

• Logical conclusion that results from the thesis

Specifically:

1. Examine how creating a strategy and defining a budget impact advertising and define the challenges.

2. Clearly articulate the core of the strategy.

3. Be sure to outline your decision on whether they are on the right track

Writing Style, Grammar, APA Format (when assigned)

Style and Coherence

• Sentences are complete in thought

• Sentences are concise, eliminating unnecessary words or phrases

• Sentences vary in structure

• Sentence transitions are present

• Words used are precise, unambiguous and used properly

• There is an appropriate tone for the Assignment

5% 2

Grammar and Spelling

• Proper use of grammar and punctuation

• Proper spelling

5% 1

Format • Orderly presentation of materials, following general format requirements (Margins,

5% 1

MT359 Advertising, Promotion, PR: Integrated Marketing Communication Strategies

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header, footer, font size, general amount of work)

• Use of headings, italics, and other aids (e.g., appendices, tables of contents, when appropriate) to improve the flow of the paper

• 1 Proper citation and reference to resources, following APA

5% 2

Content, Focus, Use of Text/Researc h

Content Overall:

• Purpose of the paper is clear

• All questions/requirements of the Assignment are answered in a substantive manner

• Major topics/theories are stated clearly and are supported by details and analysis

• Content is comprehensive, accurate, and/or persuasive

• Integration of theory and practice

• Research is adequate and up-to- date

5% 2

Totals 100% 30 points