MKTG3112 individual project (20%)
MKTG3112 individual project (20%)
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.
CAMPAIGN: Share a Coke(coca cola)
Length: 900 words (+/- 10%)
The following assessment criteria will be used:
Purpose/Goal of Campaign
Evaluation of Communication Strategy
Evaluation of Creative Strategy
Logic and Argument
Format Referencing
Criteria High Distinction (85 100) Recommendations Provides a range of appropriate and insightful recommendations that are clearly supported by analysis undertaken in the
communications critique.
Recommendations areprioritised.
Purpose/Goal of Campaign Demonstrates excellence in identifying and accurately summarising the keypurpose/goal of the campaign. Identification of the purpose/goal is skilfully informed by a range of appropriate secondary sources.
Discussion is succinct. Logic and Argument 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.
Evaluation of
Communication Strategy Demonstrates excellence in evaluating the communicationstrategy 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. Format and Referencing 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).
Evaluation of Creative Strategy Demonstrates excellence in evaluating the communicationstrategy 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.
