Microsoft Word - MKTG1208 A1 Brief S2 2022 MKTG1208 Introduction to Advertising: Assessment 1 IMC Report Brief S2 2022. 1 RMIT Classification: Trusted MKTG1208 INTRODUCTION TO ADVERTISING ASSESSMENT...

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  Learning objective
  

  
  

• Examine a variety of marketing communication alternatives, including advertising and other promotion forms

Microsoft Word - MKTG1208 A1 Brief S2 2022 MKTG1208 Introduction to Advertising: Assessment 1 IMC Report Brief S2 2022. 1 RMIT Classification: Trusted MKTG1208 INTRODUCTION TO ADVERTISING ASSESSMENT 1: IMC REPORT Due date Report: Submit to Canvas A1 folder (Turnitin) no later than 23:59 Sunday 21st August 2022 Weighting 35% of your total course assessment Word count Report: 1,200 words (excluding references) +/- 10% Learning outcome 1. Examine a variety of marketing communication alternatives, including advertising and other promotion forms Rubric Refer to Canvas for the Assessment 1 Marking Rubric 1. Assessment task.  Report Discussion Statement: “IMC is a great idea in theory but challenging to execute well in practice”.  Discuss and evaluate this statement and provide illustrations of excellent and poor recent IMC campaigns with an explanation for your ratings.  Please note that for your report you are required to find IMC Campaigns that were not presented in first five weeks (Lectorials and Tutorials) of this course. 2. Why you are investigating the impact of advertising? Developing an understanding how advertising works and its impact versus other integrated marketing communication (IMC) tools will assist you to develop effective communication campaigns It is also important to understand how the communications environment has changed for both consumers and media options, over the past two decades because of the digital revolution. 3. Method. As a starting point for your research, read pages 32 to 43 in Belch, Belch, Kerr, Powell & Waller (4th Edition 2020). A scan of the recommended pages from B&B has been posted to Canvas (A1 Folder) Consider how the communication world has changed over the last two decades and how these changes may impact on the effectiveness of Integrated Marketing Communication (IMC) Campaigns. MKTG1208 Introduction to Advertising: Assessment 1 IMC Report Brief S2 2022. 2 RMIT Classification: Trusted Undertake secondary research, focussing on articles published since 2018 to form a current view regarding the effectiveness of IMC Campaigns. Use your research to support the arguments you put forward in your report. Make sure that all other sources are acknowledged in text through referencing using the RMIT Harvard method. Refer to referencing resource in Folder A1 Also, include a reference list at the end of your Report. The reference list is NOT counted within the word limit. Go beyond summarising or describing the findings from your research. Focus on critiquing (evaluation) the views put forward by the authors uncovered through your research. You are encouraged to illustrate contrasting views of IMC using recent IMC campaigns. Include a word count on the title page of your report. Format Please use a business report format for this assessment. A business report format usually includes:  Executive Summary – i.e., a full summary of your report in no more than one page – an executive summary is NOT an introduction to your report  Contents Page - headings/sub-headings numbered with page numbers  Introduction – an introduction outlines the scope of your report (what your report covers and may also include what you don’t cover), defines key terms and briefly mentions any limitations you have encountered compiling your report  Headings and sub-headings – signpost your work,  Conclusions (and recommendations)  Reference list Please note that the words in your Executive summary and Reference list are NOT included in the word count The word count is 1200 words (+/- 10%). Check that your submission falls within the range of 1080 – 1320 words before you upload your report to Canvas/Turnitin. 4. Submission. A1 Report  Post your report to Canvas Assessment 1 folder #2 as a word docx or PDF no later than 23:59 Sunday 21st August 2022. The report folder is set up to include a check by Turnitin. You will need to re-submit this assessment if your Turnitin MKTG1208 Introduction to Advertising: Assessment 1 IMC Report Brief S2 2022. 3 RMIT Classification: Trusted score shows multiple unreferenced sources. Your tutorial leader will contact you if Turnitin shows unreferenced materials. 5. Assessment Resources.  Assessment 1 brief – Canvas assessment 1 folder  Starter article (scan of pages from B&B et al) – Canvas assessment 1 folder  Assessment Rubric – Canvas assessment 1 folder  Reference guide: Please use the Harvard method of referencing: Canvas A1 folder. 6. Assessment support – Program general supports provided by RMIT  Learning Lab: (part of the Study and Learning Centre) has a range of resources to help students with assessments such as writing reports https://emedia.rmit.edu.au/learninglab/sites/default/files/Research_report_writing _2017_0.pdf  Study and learning centre drop-in service: You can find out about academic expectations, receive feedback on your assignments from a Learning Advisor, access learning resources and discuss any study issues.  Smart thinking feedback: E-tutors provide comprehensive feedback on students' writing within a 24-hour turnaround.  Academic Integrity/plagiarism: You can achieve academic integrity by honestly submitting work that is your own. Presenting work that fails to acknowledge other people’s work within yours can compromise academic integrity. Microsoft Word - MKTG1208 A1 Rubric S2 2022 1 RMIT Classification: Trusted Pa ge 1 MKTG1208: INTRODUCTION TO ADVERTISING – ASSESSMENT 1 REPORT RUBRIC: 35% of your overall course assessment. Criteria/grades High Distinction 80+ Distinction 70-79 Credit 60-69 Pass 50- 59 Below 50% IMC THEORY & PRACTICE: 30 MARKS Demonstrated understanding of theory and practice Illustrated with recent & relevant IMC campaigns. Relevant changes due to digitisation were identified and clearly linked to Advertising’s impact as a communication tool. An outstanding discussion of the report statement and appreciation of IMC theory illustrated with well-chosen examples of recent excellent and poor IMC campaigns. Significant changes due to digitisation were identified and related to IMC campaigns. An excellent discission of the report statement and understanding of IMC theory with excellent examples and evaluation of recent IMC campaigns. The report identified several important changes due to digitisation and related them to the impact of IMC campaigns A good to very good discussion of the report statement and understanding of IMC theory. The report included relevant examples and evaluation of recent IMC campaigns. Some relevant changes due to digitisation were identified and related to the impact of IMC campaigns A basic level of discussion of the report statement and understanding about IMC theory. The selected campaigns had some relevance to IMC but may not be recent and or little evaluation was undertaken. Limited discussion concerning the changes due to digitisation were identified with a basic link to the impact of IMC campaigns Did not meet the criteria. CRITICAL ANALYSIS (EVALUATION) AND CONCLUSIONS: 30 MARKS Demonstrated evaluation skills and critical thinking about IMC theory and practice. The role of Advertising versus other IMC tools was part of the report’s critique. Evaluation included discussion of the impact of digitisation on consumers and media options. Logical and relevant conclusions were presented. Outstanding critical analysis and evaluation of IMC theory and practice which included a comparison of advertising versus other IMC tools. Great coverage of the impact of changes due to digitisation on consumers and media options. Significant, logical, and relevant conclusions were presented. Excellent evaluation skills and critical thinking regarding IMC theory and practice. The report included an evaluation of advertising versus other IMC tools. Excellent coverage of the impact of digitisation on advertising theory and practice. Conclusions flowed logically from your analysis. Good to very good evaluation skills and critical thinking offered about IMC theory and practice. The report included a discussion of the role of advertising versus other IMC tools. Good coverage of the impact of digitisation on consumers and media options. Conclusions were presented but they could be developed further. Offered a basic level of evaluation of IMC theory versus practice. Limited discussion regarding the role of advertising versus other IMC tools. Basic coverage of the impact of changes due to digitisation on consumers and media options. Limited conclusions presented. Did not meet the criteria. 2 RMIT Classification: Trusted Pa ge 2 Criteria/grades High Distinction 80+ Distinction 70-79 Credit 60-69 Pass 50- 59 Below 50% RESEARCH & REFERENCING: 20 MARKS Depth of research and the accurate use of the RMIT Harvard method of in text referencing and the Reference list Outstanding strength in research. Perfect use of the RMIT Harvard style of referencing in text and the Reference list. Excellent depth of research, on topic and high-quality references. Accurate use of RMIT Harvard style of referencing in text and the Reference list. Good to very good depth of research. Wider research or higher-level research may have assisted further development of your report. Some inaccuracies in Harvard referencing in text and/or Reference list. Basic depth of research demonstrated. Harvard referencing attempted but needs work to be accurate and consistently applied in text and/or the Reference List. Did not meet the criteria. READABILITY: 20 MARKS. Reader engagement. Absence of spelling and grammatical errors. Within word count of 1200 words (+/- 10%). Outstanding use of language, accurate phrasing and grammar contributing to exceptional reader engagement. An excellent and engaging report with no errors