Addressing Corporate Advertising Assignment
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Addressing Corporate Advertising Assignment
Web Exercise 5
Focus Text – Chapter 17
This assignment addresses corporate advertising. As noted in your text, corporate
advertising may take on a variety of forms, which include the four forms listed below.
For this exercise, you are provided with an example advertisement from a company
utilizing each type, as identified below. The image of each ad can be found within this
folder.
The first question is general—asking you to describe different types of corporate
advertising.
- In your own words, briefly give a general definition for each of the four forms of
corporate advertising (in your own words—do not quote the book): image advertising,
event sponsorship, advocacy advertising, and cause-related advertising.
The following four types of corporate advertising serve as the four remaining questions
in this exercise. For each one of the examples of corporate advertising, your response
should include the following:
- How the company has used the specific form of advertising
- How effective the company’s use of this form of advertising is, and why
- Image Advertising – Positioning: Harley Davidson Ad
- Event Sponsorship: Corona presents Kenny Chesney Ads
- Advocacy Advertising: Parkview Trauma Center Billboard Ad
- Cause-Related Advertising: Pampers Unicef Ad
Consider Chapter 17’s material when creating your responses. Then, please provide
your answers to the following questions in the Web Exercise submission area within this
folder.
Addressing Corporate Advertising Assignment
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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