Your task is to critique a marketing communications campaign for an organisation of your choice.

Your task is to critique a marketing communications campaign for an organisation of your choice. You are required to select a campaign that has adopted an IMC approach. Chosen Campaign: The following assessment criteria will be used: – Purpose/Goal of Campaign – Evaluation of Communication Strategy – Evaluation of Creative Strategy – Logic and Argument – Format Referencing

– 1 – Criteria Fail (< 50) Pass (50 – 64) Credit (65 – 74) Distinction (75 – 84) High Distinction

(85 – 100) 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. 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. 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 – 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. 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. 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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