Marketing advertisement critique

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Criteria Fail

(< 50) Pass

(50 – 64) Credit

(65 – 74) Distinction

(75 – 84) High Distinction

(85 – 100)

Overview of Business No overview provided and/or

background is inadequate. No secondary sources used

Demonstrate an adequate ability to identify and

summarise information about the business. Limited

information presented and/or limited use of appropriate

secondary sources.

Demonstrates a sound ability to identify and summaries

information about the business. A range of

information presented. Background is informed by

appropriate secondary sources in most instances. Discussion should be more

succinct.

Demonstrates clear competence in identifying and accurately summarising key

information about the business. Background is informed by a range of appropriate secondary

sources. Discussion should be more succinct.

Demonstrates excellence in identifying and accurately

summarising key background information. Background is

skilfully informed by a range of appropriate secondary

sources. Discussion is succinct.

____ / 1

Purpose/Goal of Campaign

No discussion of the purpose/goal of the campaign discussed and/or purpose/goal

is inadequate.

Demonstrate an adequate ability to identify and

summarise the purpose/goal of the campaign. Limited information presented.

Demonstrates a sound ability to identify and summaries the

purpose/goal of the campaign. A range of information presented.

Limited use of secondary sources. Discussion should

be more succinct.

Demonstrates clear competence in identifying and accurately summarising the

purpose/goal of the campaign. Identification of

the purpose/goal is informed by secondary sources in most instances. Discussion should

be more succinct.

Demonstrates excellence in identifying and accurately

summarising the key purpose/goal of the

campaign. Identification of the purpose/goal is skilfully

informed by a range of appropriate secondary sources. Discussion is

succinct.

____ / 2

Description of Communication Strategy

No description of communication strategy or

description is inadequate. No examples provided.

Demonstrated an adequate ability to identify and

accurately summarise aspects of the communication strategy employed in chosen campaign (including message

or source). Limited use of examples.

Demonstrated a sound ability to identify and accurately summarise aspects of the communication strategy

employed in chosen campaign (for example,

simple message elements and source). Examples used. Description should be more

succinct.

Demonstrates clear competence in identifying and accurately summarising the

communication strategy employed in chosen

campaign (for example, a range of message elements

and source). Examples provided. Description should

be more succinct

Demonstrates excellence in identifying and accurately

summarising the communication strategy

employed in chosen campaign (for example, a

range of message elements and source). Examples are

skilfully related to description. Description is succinct.

____ / 1.5

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Description of Creative Strategy

No description of creative strategy or description is inadequate. No examples

provided.

Demonstrated an adequate ability to identify and

accurately summarise aspects of the creative

strategy employed in chosen campaign (including appeal or execution). Limited use of

examples.

Demonstrated a sound ability to identify and accurately summarise aspects of the

creative strategy employed in chosen campaign (including

appeals and execution). Examples used. Description

should be more succinct.

Demonstrates clear competence in identifying and accurately summarising the

creative strategy employed in chosen campaign (including appeals and execution and copy). Examples provided. Description should be more

succinct.

Demonstrates excellence in identifying and accurately summarising the creative

strategy employed in chosen campaign (including appeals and execution, copy and art). Examples are skilfully related to description. Description is

succinct.

____ / 2

Description of Media Strategy

No description of media strategy or description is inadequate. No examples

provided.

Demonstrated an adequate ability to identify and

accurately summarise aspects of the media strategy

employed in chosen campaign (including media

mix). Limited use of examples.

Demonstrated a sound ability to identify and accurately summarise aspects of the

media strategy employed in chosen campaign (including media mix and geographic coverage). Examples used. Discussion should be more

succinct.

Demonstrates clear competence in identifying and accurately summarising the media strategy employed in chosen campaign (including media mix, media vehicle/s,

geographic coverage, scheduling methods). Examples provided.

Discussion should be more succinct.

Demonstrates excellence in identifying and accurately summarising the media

strategy employed in chosen campaign (including media

mix, media vehicle/s, geographic coverage, scheduling methods).

Examples are skilfully related to description. Description is

succinct.

____ / 1.5

Evaluation of Communication Strategy

No evaluation of communication strategy or

evaluation is inadequate. No use of secondary materials.

Demonstrated an adequate ability to evaluate aspects of

the chosen campaigns communication strategy (including message or

source). Primarily descriptive.

Demonstrated a sound ability to evaluate multiple aspects

of the chosen campaigns communication strategy (including message and

source). Relevant, scholarly secondary materials used to support the communication

strategy (such as text book). Elements of description with deeper (critical) analysis in

places.

Demonstrates clear competence in evaluating the communication strategy for the chosen campaign (for

example, a range of message elements and source).

Multiple, relevant, scholarly secondary materials used to support the communication

strategy (text book and academic journals). Deep analysis in most places.

Demonstrates excellence in evaluating the communication

strategy for the chosen campaign (for example, a

range of message elements and source). Discussion

linked to theoretical advertising frameworks (such as HOE). Multiple, relevant,

scholarly secondary materials used to support the

communication strategy (primarily academic journals). Deep analysis provided in all

instances.

____ / 2.5

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Evaluation of Creative Strategy

No evaluation of creative strategy or evaluation is inadequate. No use of secondary materials.

Demonstrated an adequate ability to evaluate aspects of

the chosen campaigns creative strategy (including

appeal or execution). Primarily descriptive.

Demonstrated a sound ability to evaluate multiple aspects

of the chosen campaigns creative strategy (including

appeals and execution). Relevant, scholarly

secondary materials used to support the communication

strategy (such as text book). Elements of description with deeper (critical) analysis in

places.

Demonstrates clear competence in evaluating the

creative strategy for the chosen campaign (including appeals and execution and

copy). Multiple, relevant, scholarly secondary materials

used to support the communication strategy (text book and academic journals). Deep analysis in most places.

Demonstrates excellence in evaluating the communication

strategy for the chosen campaign (including appeals

and execution, copy and art).Discussion linked to

advertising theory. Multiple, relevant, scholarly secondary materials used to support the

communication strategy (primarily academic journals). Deep analysis provided in all

instances.

____ / 2.5

Evaluation of Media Strategy

No evaluation of media strategy or evaluation is inadequate. No

use of secondary materials.

Demonstrated an adequate ability to evaluate aspects of

the chosen campaigns communication media (including media mix). Primarily descriptive.

Demonstrated a sound ability to evaluate multiple aspects

of the chosen campaigns media strategy (including

media mix and geographic coverage). Relevant,

scholarly secondary materials used to support the

communication strategy (such as text book). Elements

of description with deeper (critical) analysis in places.

Demonstrates clear competence in evaluating the media strategy for the chosen

campaign (including media mix, media vehicle/s, geographic coverage, scheduling methods).

Multiple, relevant, scholarly secondary materials used to support the communication

strategy (text book and academic journals). Deep analysis in most places.

Demonstrates excellence in evaluating the media strategy

for the chosen campaign (including media mix, media

vehicle/s, geographic coverage, scheduling

methods). Multiple, relevant, scholarly secondary materials

used to support the communication strategy (text book and academic journals). Deep analysis provided in all

instances.

____ / 2.5

Recommendations

No recommendations provided and/or recommendations are

not informed by analysis undertaken in the

communications critique.

Provides a range of recommendations. Limited

support from analysis undertaken in the

communications critique.

Provides a range of recommendations. In most

instances, recommendations are clearly supported by

analysis undertaken in the communications critique.

Provides a range of appropriate

recommendations that are clearly supported by analysis

undertaken in the communications critique.

Provides a range of appropriate and insightful recommendations that are

clearly supported by analysis undertaken in the

communications critique. Recommendations are

prioritised.

____ / 1.5

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Word count adhered to? Yes No (deduct 10%)

Final Mark: ______ /20

Logic and Argument

Discussion is not logical, descriptive with no overall

argument created. Inadequate grasp and limited use of discipline terminology.

Discussion is mostly logical, but is primarily descriptive

with limited overall argument. Limited use of discipline terminology and/or minor

inaccuracies.

Discussion is logical with some evidence of critical

analysis evident. The extent and use of discipline

terminology is adequate.

Discussion is logical. Secondary sources critically

integrated to form an argument. Use of discipline

terminology is extensive and largely correct

Discussion is logical. Secondary sources are

synthesised and critically integrated to form a coherent argument. Extensive use of

discipline terminology is correct in all instances.

____ / 2

Format and Referencing

No consistent style or structure. Limited or evidence of

appropriate referencing in-text and/or no reference list.

Report reflects minimal structural flaws. Information

has been organised to convey meaning to the reader. Some in-text

referencing errors evident (no page number/s for direct

quotes or similar). A reference list provided, some

references omitted. APA referencing style followed.

The report reflects consistent structure. Information is

organised and sequenced to convey the intended meaning

to the reader. Appropriate and consistent referencing

provided with minimal errors. Both in-text referencing and

reference list follow APA style.

The report is well structured. Information is logically

organised and sequenced to convey the intended meaning to the reader allowing ease of

reading. Appropriate and consistent referencing

provided with no errors (APA style).

The report is very well structured. Information is very well organised and easily accessible to the reader. Appropriate and consistent referencing

provided with no errors (APA style).

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