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BCO128 ADVERTISING, MEDIA & BRANDING ? SPRING, 2022 MID TERM ASSESSMENT Task brief & rubrics

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 the Target Group psychographic profile 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:

? 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). Deadline March 6th 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 of a product, service, or idea;

? Understand and develop a comprehensive advertising and promotional campaigns;

? 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 & Branding key 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.?

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