ADVERTISING, MEDIA & BRANDING
Task
- Individual project, each student will have a brand from a list of brands provided by the instructor.
- Answers must be written in essay format, which means that you shall provide you opinion on each topic.
- Use official cover provided on Moodle. Clearly identify each question with its answer. PDF or MS Word are mandatory.
- Questions:
- What does mean? Explain your Brand’s target group psychographic profile.
- Use the steps of “A Technique for Producing Ideas” by James Web Young essay to produce an advertising Big Idea for your brand. Explain the process.
- Find a visual advert created for your brand. Explain the good the bad and the ugly of that advert from the brand’s customer perspective.
Formalities:
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- Wordcount:1.500-2.000
- Cover, References and Appendix are excluded of the total wordcount.
- Font: Arial 12,5 pts.
- Text alignment: Justified.
- The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission:
- Session 6 – Via Moodle (Turnitin submission point). DeadlineMarch6th at 11:59 pm.
Weight:
- This task is a 35% of your total grade for this subject.
It assesses the following learning outcomes:
- Demonstrate the importance of advertising in the promotion ofa product, service, oridea;
- Understand and develop a comprehensive advertising and promotionalcampaigns;
- Understand the concepts of brand creation and brand positioning
Rubrics
| Exceptional 90-100 | Good 80-89 | Fair 70-79 | Marginal fail 60-69 | |
| Knowledge & Understanding (30%) | Student demonstrates excellent understanding of Advertising, Media & Brandingkey concepts and uses vocabulary in an entirely appropriate manner. | Student demonstrates good understanding of the task and mentions some relevant Advertising, Media & Branding concepts and demonstrates use of the relevant vocabulary. | Student understands the task and provides minimum Advertising, Media & Branding theory and/or some use of vocabulary. | Student understands the task and attempts to answer the question but does not mention key Advertising, Media & Branding concepts or uses minimum amount of relevant vocabulary. |
| Application (25%) | Student applies fully relevant knowledge from the Advertising, Media & Branding topics delivered in class. | Student applies mostly relevant knowledge from the Advertising, Media & Branding topics delivered in class. | Student applies some relevant knowledge from the Advertising, Media & Branding topics delivered in class. Misunderstanding may be evident. | Student applies little relevant knowledge from Advertising, Media & Branding topics delivered in class. Misunderstands are evident. |
| Critical Evaluation (25%) | Student critically assesses in excellent ways, drawing outstanding conclusions from Advertising, Media & Branding topics delivered in class. | Student critically assesses in good ways, drawing conclusions from Advertising, Media & Branding topics delivered in class. | 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 draw conclusions from Advertising, Media & Branding topics delivered in class. |
| 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 confusing way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. |
“All grades are provisional, pending moderation.”
Paper format
- 275 words per page
- 12 pt Arial/Times New Roman
- Double line spacing
- Any citation style (APA, MLA, Chicago/Turabian, Harvard)
