Microsoft Word - MKTG1208 A1 Brief S2 2022
MKTG1208 Introduction to Advertising: Assessment 1 IMC Report Brief S2 2022.
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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
Ru
ic Refer to Canvas for the Assessment 1 Marking Ru
ic
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
ecent 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
evolution.
3. Method.
As a starting point for your research, read pages 32 to 43 in Belch, Belch, Ke
, Powell &
Waller (4th Edition XXXXXXXXXXA 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.
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RMIT Classification: Trusted
Undertake secondary research, focussing on articles published since 2018 to form a
cu
ent 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
eferencing 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
esearch.
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
eport covers and may also include what you don’t cover), defines key terms and
iefly 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
ange 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.
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RMIT Classification: Trusted
score shows multiple unreferenced sources. Your tutorial leader will contact you
if Turnitin shows unreferenced materials.
5. Assessment Resources.
Assessment 1
ief – Canvas assessment 1 folder
Starter article (scan of pages from B&B et al) – Canvas assessment 1 folder
Assessment Ru
ic – 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/learningla
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 Ru
ic S2 2022
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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 &
elevant 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
eport 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
elevance 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
elevant 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
ole 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.
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RMIT Classification: Trusted
Pa
ge
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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
eferencing and the
Reference list
Outstanding strength in
esearch. Perfect use of
the RMIT Harvard style
of referencing in text
and the Reference list.
Excellent depth of
esearch, on topic and
high-quality
eferences. 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
eferencing in text
and/or Reference list.
Basic depth of research
demonstrated. Harvard
eferencing attempted
ut 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 e
ors.
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 e
ors