Advertising Campaign 4-6 page paper
Advertising Campaign 4-6 page paper
Assignment 1: Advertising Campaign
Imagine you have been hired to develop an advertising campaign for a brand you are familiar with. Identify a niche that is not being served by this brand. Construct both an advertising campaign and a theme for this niche.
Write a four to six (4-6) page paper in which you:
- Prepare an overview of the product, its brand category, and the niche that it is intended to fill.
- Evaluate the unfilled product niche, focusing on the demands of a specific market segment(s). Analyze the likely market segment(s) and its expectations for the fictional brand.
- Design a brand image for the campaign that fits the market niche on which the brand is focused. Develop a campaign theme to communicate that image to the target market.
- Outline a sample advertisement in which you illustrate both the campaign theme and brand image.
- Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.
- Format your assignment according to the following formatting requirements:
- Typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
- Include a reference page. Citations and references must follow APA format. The reference page is not included in the required page length.
The specific course learning outcomes associated with this assignment are:
- Examine common buyer behaviors and how they influence marketing programs.
- Appraise how promotion opportunities are analyzed.
- Analyze the advertising tools available to determine which ones to use for a specific situation.
- Use technology and information resources to research issues in marketing communications.
- Write clearly and concisely about marketing communications using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.
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Assignment 1: Advertising Campaign |
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Criteria |
Unacceptable Below 60% F |
Meets Minimum Expectations 60-69% D |
Fair 70-79% C |
Proficient 80-89% B |
Exemplary 90-100% A |
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1. Prepare an overview of the product, its brand category, and the niche that it is intended to fill. Weight: 20% |
Did not submit or incompletely provided an overview of the product, its brand category, and the niche that it is intended to fill. |
Insufficiently provided an overview of the product, its brand category, and the niche that it is intended to fill. |
Partially provided an overview of the product, its brand category, and the niche that it is intended to fill. |
Satisfactorily provided an overview of the product, its brand category, and the niche that it is intended to fill. |
Thoroughly provided an overview of the product, its brand category, and the niche that it is intended to fill. |
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2. Evaluate the unfilled product niche, focusing on the demands of a specific market segment(s). Analyze the likely market segment(s) and its expectations for the fictional brand. |
Did not submit or incompletely evaluated the unfilled product niche, focusing on the demands of a specific market segment(s). Did not submit or incompletely analyzed the likely market segment(s) and its expectations for the fictional brand. |
Insufficiently evaluated the unfilled product niche, focusing on the demands of a specific market segment(s). Insufficiently analyzed the likely market segment(s) and its expectations for the fictional brand. |
Partially evaluated the unfilled product niche, focusing on the demands of a specific market segment(s). Partially analyzed the likely market segment(s) and its expectations for the fictional brand. |
Satisfactorily evaluated the unfilled product niche, focusing on the demands of a specific market segment(s). Satisfactorily analyzed the likely market segment(s) and its expectations for the fictional brand. |
Thoroughly evaluated the unfilled product niche, focusing on the demands of a specific market segment(s). Thoroughly analyzed the likely market segment(s) and its expectations for the fictional brand. |
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3. Design a brand image for the campaign that fits the market niche on which the brand is focused. Develop a campaign theme to communicate that image to the target market. Weight: 25% |
Did not submit or incompletely designed a brand image for the campaign that fits the market niche on which the brand is focused. Did not submit or incompletely developed a campaign theme to communicate that image to the target market. |
Insufficiently designed a brand image for the campaign that fits the market niche on which the brand is focused. Insufficiently developed a campaign theme to communicate that image to the target market. |
Partially designed a brand image for the campaign that fits the market niche on which the brand is focused. Partially developed a campaign theme to communicate that image to the target market. |
Satisfactorily designed a brand image for the campaign that fits the market niche on which the brand is focused. Satisfactorily developed a campaign theme to communicate that image to the target market. |
Thoroughly designed a brand image for the campaign that fits the market niche on which the brand is focused. Thoroughly developed a campaign theme to communicate that image to the target market. |
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4. Outline a sample advertisement in which you illustrate both the campaign theme and brand image. Weight: 20% |
Did not submit or incompletely outlined a sample advertisement in which you illustrated both the campaign theme and brand image. |
Insufficiently outlined a sample advertisement in which you illustrated both the campaign theme and brand image. |
Partially outlined a sample advertisement in which you illustrated both the campaign theme and brand image. |
Satisfactorily outlined a sample advertisement in which you illustrated both the campaign theme and brand image. |
Thoroughly outlined a sample advertisement in which you illustrated both the campaign theme and brand image. |
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5. 3 references Weight: 5% |
No references provided. |
Does not meet the required number of references; all references poor quality choices. |
Does not meet the required number of references; some references poor quality choices. |
Meets number of required references; some references poor quality choices. |
Meets number of required references; all references high quality choices. |
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6. Clarity, writing mechanics, and formatting requirements Weight: 10% |
More than 8 errors present |
7-8 errors present |
5-6 errors present |
3-4 errors present |
0-2 errors present |
