Advertising 3000words
ADVERTISING M30947

ASSESSMENT for 2020/2021

Case study: Baileys: A radical brand turnaround story with extra Sprinkles.

Katie Mackay-Sinclair, Jack Farrelly and John Thomson

Institute of Practitioners in Advertising, Silver, IPA Effectiveness

Awards, 2018 WARC

Total 3,000 words. All work to be presented in size 12 font and referenced using

APA. The use of sub-headings to structure work is encouraged.

The marking of each question is equally weighted.

Read the case study and answer ALL 3 questions.

Question 1: Using your understanding of two theories of advertising, use the

Bailey’s case study to critically discuss/examine the validity of these theories on how

advertising works. (1,000 words)

Question 2: When planning media, several key factors need to be considered to be

effective. Critically discuss two of these key factors using the case study to support

your discussion. (1,000 words)

Question 3: The Baileys case study is focused on the UK. Critically discuss the

considerations that would need to be made if the company decided to use this

campaign or develop a similar campaign for Malaysia. Your answer should include a

discussion of any ethical issues that may need to be considered. (1,000 words)

DEADLINE FOR SUBMISSION: FRIDAY 22nd JANUARY 2021 at 11:55pm

ADVERTISING: Assessment Marking criteria 2020/2021

Excellent work Very good work Solid, reasonable work Work meets requirements Work fails to meet basic

requirements

Required elements of

Advertising assessment

70+

60-69

50-59

40-49

<40 Marks Evaluation of key academic concepts 30% Outstanding work – contains accurate, relevant material, demonstrates understanding of complex subject matter and is able to view it in a wider context. Shows originality and confidence in analysing and criticising assumptions, is aware of the limits of knowledge. Very good work – contains most of the information required, is accurate and relevant and demonstrates understanding of the subject matter and attempts to view it in a wider context. Shows some originality of thought with good critique and analysis of assumptions, is aware of the limits of knowledge. Work that attempts to address the topic with some understanding and analysis of key aspects of the subject matter covered. Attempts to show some originality of thought and analysis of assumptions. Some awareness of the limits of knowledge. Adequate work which attempts to address the topic with limited understanding and analysis. Shows limited originality of thought and limited awareness of the limits of knowledge. Work in this range attempts to address the question / problem but is substantially incomplete and deficient. Shows no originality of thought and no awareness of the limits of knowledge. Evidence of research to support discussion. 30% Evidence of extensive research from both academic and practitioner sources. Excellent use of research to support analysis of case study. Well researched and demonstrates wider reading from both academic and practitioner sources. Very good use of research to support analysis of case study. Research extends to primary sources. Some evidence of wider research. Good use of research to support analysis of case study. Some research using texts, Internet and key reference sources. Adequate use of research to support analysis of case study. No adequate attempt to use sources. No adequate use of research to support analysis of case study. Analysis and application of case study. 30% Excellent, insightful critical analysis of how academic concepts can be applied to the case study. Clear, concise and relevant use of examples from the case study. Very good insightful critical analysis of how academic concepts can be applied to the case study, but lacks the additional insight needed for 70+. Clear, concise and relevant use of examples from the study Solid, with some insight into how academic concepts can be applied to the case study, Not always clear or relevant use of examples from case study. Basic consideration of how academic concepts can be applied to the case study. Lacking insight or analysis, mostly descriptive. Some relevance, lacking clarity. Limited attempt to underpin with relevant examples form the case study. Limited consideration of how how academic concepts can be applied to the case study. Inadequate discussion, lacks clarity and relevance. Inadequate attempt to underpin with relevant examples form the case study. Structure and presentation of report 10% Excellent in terms of organisation, structure, use and flow of language, grammar, spelling, format and presentation. Excellent presentation of references. Very good in terms of organisation, structure, use and flow of language. Very good presentation of references. Satisfactory presentation with respect to presentation, organisation, language, Grammar and spelling. Good presentation of references. An attempt to follow directions regarding organisation, structure, use and flow of language, grammar and spelling. Sound presentation of references. Serious problems with a number of aspects of language use are often found in work in this range. Inadequate presentation of references. Applied Sciences Architecture and Design Biology Business & Finance Chemistry Computer Science Geography Geology Education Engineering English Environmental science Spanish Government History Human Resource Management Information Systems Law Literature Mathematics Nursing Physics Political Science Psychology Reading Science Social Science Home Homework Answers Blog Archive Tags Reviews Contact twitterfacebook Copyright © 2021 SweetStudy.com