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iRubric: MKT 106 Advertising Assignment #2 IMC Strategy rubric

iRubric: MKT 106 Advertising Assignment #2 IMC Strategy rubric

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MKT 106 Advertising Assignment #2 IMC Strategy 
Target Market/Target Audience/Buyer Persona
Rubric Code: W24WW29
By julieellenprice
Draft
Public Rubric
Subject: Communication  
Type: Assignment  
Grade Levels: Undergraduate

Powered by iRubric Target Market/Target Audience/Buyer Persona
  Poor

5 pts

Fair

10 pts

Good

15 pts

Excellent

20 pts

Background

Poor

Weak description of client
Fair

Minimal description of product with vague mention of competitors
Good

Adequate description of product which may or may not include brief mention of competitors, along with some
discussion of product category or environmental factors factors
Excellent

Detailed, concise description of the product which includes info about product category.. Competition is detailed along with any environmental factors
Target Audience/Ad Obj

Poor

Weak description of target audience and vague ad objectives .
Fair

Minimal description of target audience and ad objectives which do not include specific goals .
Good

Adequate description of target audience that matches creative brief. Ad Objectives match some detailed in creative brief but do not contain detail and measurement methods
Excellent

Detailed description of target audience which matches creative brief. Ad objectives are specific and measurable and attainable with ad campaign and IMC strategy.
Positioning strategy

Poor

Little or no definitive positioning with the IMC strategy supplied
.
Fair

Based on the IMC strategy supplied, minimal effect will be attained regarding positioning the brand as detailed.
Good

Based on the positioning desired, adequate strategy is supplied to attain an effective result among competitors
Excellent

Based on the positioning desired for the new brand, strategy will result in effective positioning and awareness of the brand among its competitors
IMC Methods chosen

Poor

Methods chosen do not adequately fit the target audience or positioning desired
Fair

Methods chosen fit the target audience but do not adequately position the brand among its competitors.
Good

Methods chosen fit the target audience but do not adequately position the brand among its competitors. Additional methods should have been used.
Excellent

Methods chosen fit the target audience and successfully position the brand among its competitors.
IMC Coordination

Poor

Methods chosen do not seem to connect to express a unified message to position the brand
Fair

Some Methods chosen express a message to position the brand , while others seem disconnected from the message
Good

Methods chosen express a unified message to position the brand ,but others could have been used to reinforce the positioning.
Excellent

A smart creative strategy and logical coordination of methods used which position the brand successfully among its competitors




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