MC Program Evaluation
Rubric
Grade
Assessment
A
Reflects work that has been exemplary and goes well above the level necessary to
meet course requirements.
B
Reflects work that is above average and meets course requirements.
C
Reflects average work that meets the course’s basic requirements.
D
Reflects work that fails to meet the necessary course requirements.
E
Indicates failure to achieve credit for the assignment
/100 Points
Evaluative Criteria
Clearly identified what you believe to be the campaign objectives
o
Explained how effective the campaign was in meeting those objectives
Supported explanation with secondary research
Included the materials in the appendix of your paper
Thoroughly describes the audience(s) the campaign appears to be targeting
Used strategic planning supplemental materials to evaluate the program
o
Identified whether the brand is a follower or leader
o
Shared details on the brand’s current market share (secondary research used as
support)
o
Determined/explained whether the brand managers applied the right strategic and
creative approaches based on their position in the marketplace
Described and shared (e.g., screen grabs, images, links to YouTube clips, social media
platforms, etc.) each of the channels/approaches utilized for the campaign
o
Included discussion on strengths of the execution of the program – evaluative
criteria Facet’s Model of Effects, Media Planning techniques, etc.).
o
Included discussion on weaknesses of the execution of the program within those
channels. (e.g., Facet’s Model of Effects, Media Planning techniques, etc.).
Explained the techniques the Creative Directors employed when writing the copy
(television, radio, print, digital, etc.)
o
Explained whether you believe they employed the appropriate techniques
Explained the creative elements of the spot and critiqued the ad based on proven industry
best practices
o
Consulted materials from textbook (e.g., Facet’s Model of Effects)
o
Consulted supplemental materials (e.g., elements of a strong IMC program,
creative strategy, strategic planning, Kellogg’s AdPlan, etc.)
Explain the role this spot played in the product/brand’s overall marketing mix – identify the
other channels being utilized
o
Explained whether the campaign appropriately integrated
o
Explained what you believe brand managers could do to further support their
campaign
Shared what the “experts” had to say about your chosen campaign (e.g., AdAge, Wall
Street Journal, etc.).
o
Shared your point-of-view as to whether you agree or disagree with the
commentary
Explained, based on the efforts of others within the competitive set, whether your program
has broken through the clutter
Illustrated that you have a firm grasp of course material
Met ten page minimum
Submitte ...
1. MC Program Evaluation
Rubric
Grade
Assessment
A
Reflects work that has been exemplary and goes well above the
level necessary to
meet course requirements.
B
Reflects work that is above average and meets course
requirements.
C
Reflects average work that meets the course’s basic
requirements.
D
Reflects work that fails to meet the necessary course
requirements.
E
Indicates failure to achieve credit for the assignment
2. /100 Points
Evaluative Criteria
Clearly identified what you believe to be the campaign
objectives
o
Explained how effective the campaign was in meeting those
objectives
Supported explanation with secondary research
Included the materials in the appendix of your paper
Thoroughly describes the audience(s) the campaign appears to
be targeting
Used strategic planning supplemental materials to evaluate
the program
o
Identified whether the brand is a follower or leader
3. o
Shared details on the brand’s current market share
(secondary research used as
support)
o
Determined/explained whether the brand managers applied
the right strategic and
creative approaches based on their position in the marketplace
Described and shared (e.g., screen grabs, images, links to
YouTube clips, social media
platforms, etc.) each of the channels/approaches utilized for the
campaign
o
Included discussion on strengths of the execution of the
program – evaluative
criteria Facet’s Model of Effects, Media Planning techniques,
etc.).
o
Included discussion on weaknesses of the execution of the
program within those
4. channels. (e.g., Facet’s Model of Effects, Media Planning
techniques, etc.).
Explained the techniques the Creative Directors employed
when writing the copy
(television, radio, print, digital, etc.)
o
Explained whether you believe they employed the appropriate
techniques
Explained the creative elements of the spot and critiqued the
ad based on proven industry
best practices
o
Consulted materials from textbook (e.g., Facet’s Model of
Effects)
o
Consulted supplemental materials (e.g., elements of a strong
IMC program,
creative strategy, strategic planning, Kellogg’s AdPlan, etc.)
5. Explain the role this spot played in the product/brand’s
overall marketing mix – identify the
other channels being utilized
o
Explained whether the campaign appropriately integrated
o
Explained what you believe brand managers could do to
further support their
campaign
Shared what the “experts” had to say about your chosen
campaign (e.g., AdAge, Wall
Street Journal, etc.).
o
Shared your point-of-view as to whether you agree or
disagree with the
commentary
Explained, based on the efforts of others within the
competitive set, whether your program
6. has broken through the clutter
Illustrated that you have a firm grasp of course material
Met ten page minimum
Submitted a polished document (proofread and professionally
formatted)
