Media Research Assignment

7

100% - 85%

6

84%-75%

5

74%-65%

4

64%-50%

3-1

50%-0%

Critical Thinking

Product and Market Analysis

10 marks

You provide a detailed description of the product showing extensive research. You identify key issues which may influence your media selection and plan.

You provide a very detailed description of the category and provide a very detailed analysis of the market.

You clearly justify your findings using several sources (both academic and industry) and show a comprehensive research strategy.

A brief SWOT and PEST analysis is tabled and the relevance to the media plan is outlined.

You provide a concise description of the product and identify key issues which may influence your media selection and plan. You justify your findings and correctly reference your sources.

You provide a detailed description of the category and provide a detailed analysis of the market.

You justify your findings using several sources and show a comprehensive research strategy.

A brief SWOT and PEST analysis is tabled and the relevance to the media plan is outlined.

You provide a comprehensive description of the product and identify potential areas which may influence the media selection.

You justify your findings and reference your sources.

You provide a comprehensive description of the category and provide a detailed analysis of the market.

You justify your findings using several different sources.

A SWOT and PEST analysis is tabled and the relevance to the media plan is outlined.

You provide a comprehensive description of the product.

You justify your findings and reference your sources.

You provide a comprehensive description of the category and provide an analysis of the market.

You justify your findings

A SWOT and PEST analysis is tabled and the relevance to the media plan is outlined.

You fail to provide details of the product.

You do not provide adequate justification for your findings.

Knowledge and Skills

Target Audience Analysis

15 marks

You clearly identify and describe the target market. Your target audience shows a very high level of creative analysis.

You provide excellent justification as to why you have you have selected this target audience and use several sources to support your findings. You discuss the path to purchase for this target audience and any barriers to purchase and draw conclusions that might influence your media strategy. Target Audience is defined demographically, psychographically and geographically.

Target Audience media imperatives are outlined and their relevance to this media plan explained.

You clearly justify your findings and correctly reference your sources.

You clearly identify and describe the target market. Your target audience shows a good level of creative analysis.

You provide clear justification as to why you have you have selected this target audience and use several sources to support your findings.

Target Audience is defined demographically, psychographically and geographically. You discuss the path to purchase for this target audience and any barriers to purchase and draw conclusions that might influence your media strategy

Target Audience media imperatives are outlined and their relevance to this media plan explained.

You clearly justify your findings and correctly reference your sources.

You clearly identify and describe the target market. Your target audience shows creative analysis.

You provide justification as to why you have you have selected this target audience. You discuss the path to purchase for this target audience and any barriers to purchase.

Target Audience is defined demographically, psychographically and geographically.

Target Audience media imperatives are outlined.

You justify your findings and correctly reference your sources.

You identify and describe the target market.

You provide justification as to why you have you have selected this target audience.

Target Audience is defined demographically, psychographically and geographically. You discuss the path to purchase.

Target Audience media imperatives are outlined.

You justify your findings and correctly reference your sources.

You do not provide relevant information on the target market.

Higher order thinking

Research Analysis

5 marks

You effectively use tools such as Autobiography, Day in the Life and Pictography to help describe your target audience. These tools relate to the research that you have done. You provide data from more than 5 different sources that supports your findings and discuss their relevance to the media plan. Your analysis of the data is very thorough and the presentation of the findings is clearly understood and relevant. You show a high level of research and analysis. You use graphs and charts to effectively illustrate your findings and provide an analysis to support these visuals.

You effectively use tools such as Autobiography, Day in the Life and Pictography to help describe your target audience. These tools relate to the research that you have done. You provide data from more than 5 different sources that supports your findings and discuss their relevance to the media plan. Your analysis of the data is very thorough and the presentation of the findings is clearly understood and relevant. You use graphs and charts to illustrate your findings and provide an analysis to support these visuals.

You use tools such as Autobiography, Day in the Life and Pictography to help describe your target audience. You provide data from at least 5 different sources that supports your findings and discuss their relevance to the media plan. Your analysis of the data is thorough and the presentation of the findings is clearly understood and relevant. You use graphs and charts to illustrate your findings and provide an analysis to support these visuals.

You use tools such as Autobiography, Day in the Life and Pictography to help describe your target audience. You provide data from at least 5 different sources to support your findings.

You use graphs and charts to illustrate your findings and provide an analysis to support these visuals.

You do not correctly use the tools to describe your target audience and do not provide sufficient data to support your findings.

Your use of graphs is incorrect or not adequately explained.

Insights

5 marks

You provide interesting and original insights based on the research done for the market, product and target audience analysis. The insights are creative and appropriate to the target audience and show a deep understanding of how to engage with your consumer in a meaningful manner.

You provide interesting insights based on the research done for the market, product and target audience analysis. The insights are creative and appropriate to the target audience and show a deep understanding of how to engage with your consumer in a meaningful manner.

You provide interesting insights based on the research done for the market, product and target audience analysis. The insights are creative and appropriate to the target audience.

You provide insights based on the research done for the market, product and target audience analysis. The insights are appropriate to the target audience.

You do not provide any insights or your insights are not relevant to the research that has been presented.

Professional Communication

Clarity and persuasion of written expression and appropriate use of references in justifying your argument.

5 marks

Your report looks very professional. You organize content clearly, creatively and concisely and make no technical errors. Your arguments flow logically and are supported by strong justification. You draw from many sources of relevant research to justify your recommendations. You correctly use APA referencing.

Your report looks professional. You organize content clearly and concisely and make no technical errors. Your arguments flow logically and are supported by strong justification. You draw from relevant research to justify your recommendations. You correctly use APA referencing.

Your report looks professional. You organize content clearly and make very few technical errors. You consistently justify your recommendations. You correctly use APA referencing.

You organize content clearly and make few technical errors. You mostly provide justification for your argument or decisions. You correctly use APA referencing.

You present content in an incoherent way and make frequent technical errors. You do not justify your argument or use the correct APA referencing.