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Media Buying

You have been assigned the task of purchasing media for your client’s advertising campaign. In a two to four-page paper, discuss the steps you would use in determining how you would select a media venue. Describe each of the five W’s for your media planning. Describe the three most important rules of media buying and why they apply to your client.  The Media Buying paper

·         Must be two to four double-spaced pages in length (excluding the title and reference pages) and formatted according to APA.

·         Must include a separate title page with the following:

o    Title of paper

o    Student’s name

o    Course name and number

o    Instructor’s name

o    Date submitted

·         Must use at least two scholarly sources in addition to the course text.

·         Must document all sources in APA.

·         Must include a separate references page that is formatted according to APA style.

 

 

GRADING RUBRIC

Total Possible Score: 10.00

Discusses the Steps to Use in Determining How to Select a Media Venue

Total: 3.00

Distinguished – Thoroughly discusses the steps to use when determining how to select a media venue. Effectively uses examples to support position.

Proficient – Discusses the steps to use when determining how to select a media venue. Uses examples to support position, but minor details are missing.

Basic – Vaguely discusses the steps to use when determining how to select a media venue. Somewhat uses examples to support position and relevant details are missing.

Below Expectations – Attempts to discuss the steps to use when determining how to select a media venue; however, does not use examples to support position and significant details are missing.

Non-Performance – The discussion of the steps to use when determining how to select a media venue is either nonexistent or lacks the components described in the assignment instructions.

 

Describes Each of the Five W’s of Media Planning

Total: 2.00

Distinguished – Thoroughly describes each of the five W’s for media planning. Effectively uses examples to support position.

Proficient – Describes each of the five W’s for media planning. Uses examples to support position, but minor details are missing.

Basic – Vaguely describes each of the five W’s for media planning. Somewhat uses examples to support position and relevant details are missing.

Below Expectations – Attempts to describe each of the five W’s for media planning; however, does not use examples to support position and significant details are missing.

Non-Performance – The description of each of the five W’s for media planning is either nonexistent or lacks the components described in the assignment instructions.

 

Describes the Three Most Important Rules of Media Buying and Why They Apply to the Client

Total: 3.00

Distinguished – Thoroughly describes the three most important rules of media buying and why they apply to the client. Effectively uses examples to support position.

Proficient – Describes the three most important rules of media buying and why they apply to the client. Uses examples to support position, but minor details are missing.

Basic – Vaguely describes the three most important rules of media buying and why they apply to the client. Somewhat uses examples to support position and relevant details are missing.

Below Expectations – Attempts to describe the three most important rules of media buying and why they apply to the client; however, does not use examples to support position and significant details are missing.

Non-Performance – The description of the three most important rules of media buying and why they apply to the client is either nonexistent or lacks the components described in the assignment instructions.

 

Written Communication: Control of Syntax and Mechanics

Total: 1.00

Distinguished – Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.

Proficient – Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.

Basic – Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.

Below Expectations – Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

 

Written Communication: APA Formatting

Total: 0.50

Distinguished – Accurately uses APA formatting consistently throughout the paper, title page, and reference page.

Proficient – Exhibits APA formatting throughout the paper. However, layout contains a few minor errors. 

Basic – Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements. 

Below Expectations – Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

 

Written Communication: Page Requirement

Total: 0.25

Distinguished – The length of the paper is equivalent to the required number of correctly formatted pages. 

Proficient – The length of the paper is nearly equivalent to the required number of correctly formatted pages. 

Basic – The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations – The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.   

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

 

Written Communication: Resource Requirement

Total: 0.25

Distinguished – Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient – Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic – Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations – Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

Non-Performance – The assignment is either nonexistent or lacks the components described in the instructions.

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Assignment Outline