Umpqua Community College, May 2013. Principles of Marketing. Advertising
Class Project. Evaluation Rubric. Outcome 1: Demonstrate use of basic
marketing ...
Principles of Marketing Advertising Class Project Evaluation Rubric Outcome 1: Demonstrate use of basic marketing concepts 3
Target Market Identifies target market and states if marketing strategy is undifferentiated, differentiated, or concentrated
Product Identifies product being advertised and if a consumer product states product classification (convenience, shopping, specialty, or unsought) Identifies product but does not state classification
Needs or Wants Identifies needs or wants that product will satisfy according to advertisement
2
Identifies target market but does not indicate marketing strategy
1
Does not have a clear target market or Product is not clear strategy
Identified needs or wants are not clearly covered in advertisement
0
Does not have a target market or strategy
No needs or wants
Umpqua Community College, May 2013
Does not identify a product
Needs or wants are clear but do not fit product or do not fit advertisement
Outcome 2: Demonstrate application of marketing concepts with advertisement Advertising Objective Identifies specific communication task to be accomplished with specific target audience and uses appropriate marketing terminology (informative, persuasive, reminder, etc.) States a general communication task or general target audience, and uses appropriate marketing terminology
Message strategy States clear message to be communicated. Uses appropriate marketing terminology to identify execution style (slice of life, fantasy, scientific, etc) States clear message to be communicated but does not use appropriate marketing terminology
Reach, Frequency, Impact Provides a clear estimate of percentage of target market to be exposed to ad, times target market will be exposed, and how target will be engaged Provides clear estimates but leaves out one of the items, reach, frequency, or impact
1
Communication task or target audience is not clear. Does not use appropriate marketing terminology
Message to be communicated is not clear.
Estimates are not clear
0
No communication task or target audience mentioned.
No message is identified
No estimates provided
3
2
Umpqua Community College, May 2013
Outcome 3: Quality of Advertisement Creativity Provides a fresh, unique approach to the subject
Message Grabs attention of target audience with a clear message
2
Provides many unique ideas but copies aspects of other ads
Grabs attention but does not have a clear message
Contact Information Includes plenty of contact information such as name of person to contact, phone number, address, email, web site. Provides some contact information including name of person to contact
1
Provides some unique ideas but mostly copies other ads
Does not grab attention but has a clear message
Does not include name of person to contact
0
Basically copies other ads
Does not grab attention or have a clear message
Does not provide contact information
3
Umpqua Community College, May 2013
Outcome 3: Quality of Advertisement (continued)
3 2
1
0
Call to Action Clearly states what target audience is expected to do next
Professionalism Does not include any spelling, grammar, or punctuation errors
States what target audience is expected to do next but does not provide information to do that Target audience’s next move is not clear
Includes one spelling, grammar, or punctuation error
Does not include a call to action
Includes more than two spelling, grammar, or punctuation errors
Umpqua Community College, May 2013
Includes two spelling, grammar, or punctuation errors
