iRubric: COMA 190: Creating a Persona and Audience Profiling Rubric

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COMA 190: Creating a Persona and Audience Profiling Rubric

Target Market/Target Audience/Buyer Persona

Rubric Code: L24C77W

By jtuplb

Draft

Public Rubric

Subject: Communication

Type: Assignment

Grade Levels: Undergraduate

Target Market/Target Audience/Buyer Persona
	Poor 5 pts	Fair 10 pts	Good 15 pts	Excellent 20 pts
Background	Poor Weak description of advocacy	Fair Minimal description of advocacy	Good Adequate description of advocacy which may or may not include info from SWOT,	Excellent Detailed, concise description of the advocacy which includes information from the SWOT.
Persona	Poor Weak description of Persona Minor or little discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)	Fair Minimal description of Persona . Discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)	Good Adequate description of Persona.Identify the appropriate Targeting Strategy (Undifferentiated, Concentrated or Differentiated) Minor discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)	Excellent Detailed description of Persona . Targeting Strategy is discussed (Undifferentiated, Concentrated or Differentiated) Discussion of . variables to segment the target market (demographic, geographic, behavioristic, psychographic)
Target Audience	Poor Little or no description of target audience characteristics . No research stated .	Fair Minimal discussion of target audience Minimal Target Audience research shown.characteristics with some behavior patterns or lifestyle choices.	Good Adequate discussion of target audience characteristics and behavior patterns ,or lifestyle choices. May or may not include social media preferences. Target Audience research shown.	Excellent Specific and concise discussion of target audience characteristics and behavior patterns, lifestyle choices, activities,, social media use and media preferences. . Target Audience research shown.
Grammar/Tone/Style	Poor Assignment is poorly constructed with many grammar, style and tone mistakes	Fair Assignment is written in inconsistent business style and tone. Several grammar, spelling, punctuation mistakes	Good Assignment is written in formal business style and tone. Minimal /a few grammar, punctuation or spelling mistakes.	Excellent Assignment is written in formal business style and tone. None or minimal grammar, punctuation or spelling mistakes