advertising marketing IMC project

 
MC Program Evaluation
Rubric
Grade
Assessment
A
Reflects work that has been exemplary and goes well above the level necessary to
meet course requirements.
B
Reflects work that is above average and meets course requirements.
C
Reflects average work that meets the course’s basic requirements.
D
Reflects work that fails to meet the necessary course requirements.
E
Indicates failure to achieve credit for the assignment
         /100 Points
Evaluative Criteria

  Clearly identified what you believe to be the campaign objectives
o
   Explained how effective the campaign was in meeting those objectives

Supported explanation with secondary research

Included the materials in the appendix of your paper

  Thoroughly describes the audience(s) the campaign appears to be targeting

  Used strategic planning supplemental materials to evaluate the program
o
   Identified whether the brand is a follower or leader
o
    Shared details on the brand’s current market share (secondary research used as
support)
o
   Determined/explained whether the brand managers applied the right strategic and
creative approaches based on their position in the marketplace

  Described and shared (e.g., screen grabs, images, links to YouTube clips, social media
platforms, etc.) each of the channels/approaches utilized for the campaign
o
   Included discussion on strengths of the execution of the program – evaluative
criteria Facet’s Model of Effects, Media Planning techniques, etc.).
o
   Included discussion on weaknesses of the execution of the program within those
channels. (e.g., Facet’s Model of Effects, Media Planning techniques, etc.).

  Explained the techniques the Creative Directors employed when writing the copy
(television, radio, print, digital, etc.)
o
   Explained whether you believe they employed the appropriate techniques


  Explained the creative elements of the spot and critiqued the ad based on proven industry
best practices
o
   Consulted materials from textbook (e.g., Facet’s Model of Effects)
o
   Consulted supplemental materials (e.g., elements of a strong IMC program,
creative strategy, strategic planning, Kellogg’s AdPlan, etc.)

  Explain the role this spot played in the product/brand’s overall marketing mix – identify the
other channels being utilized
o
   Explained whether the campaign appropriately integrated
o
   Explained what you believe brand managers could do to further support their
campaign

  Shared what the “experts” had to say about your chosen campaign (e.g., AdAge, Wall
Street Journal, etc.).
o
   Shared your point-of-view as to whether you agree or disagree with the
commentary

  Explained, based on the efforts of others within the competitive set, whether your program
has broken through the clutter  

  Illustrated that you have a firm grasp of course material

  Met ten page minimum

  Submitted a polished document (proofread and professionally formatted)