Advertising and Public Relations

APR Advertising Proposal (individual)

Marks
Total Marks
awarded
Part 2: Advertising Proposal (Individual)

Introduction of the company and
products to be analysed
0 ‐1
The description of the company and
products is missing, lacks
summarisation or paraphrasing, is not
clear, does not provide information on
key attributes of the product/product
category or is not succinct
2‐ 3
The description of the company and
products is reasonable, uses
summarisation or paraphrasing, is
somewhat clear, includes key attributes
of the product/product category and is
succinct
4–5
The description of the company and
products is succinct, well written and
clear, uses summarisation or
paraphrasing, includes key attributes of 5
the product/product category

Introduction of new product to be
launch and statement of advertising
objectives
0 ‐1
Submission has little to no discussion of
introduction of new product to be
launched and an indication of clear
objectives
2‐ 3 4–5
Submission has a somewhat reasonable Submission has a robust, detailed, and
indication of introduction of new clear indication of introduction of new
product to be launched but is not product to be launched and objectives 5
sufficiently robust

0 ‐1 2‐ 3 4–5
Submission has little to no identification Submission has a somewhat reasonable Submission has a robust, detailed, and
or description of target customers and indication on the demographics of the clear indication about the demographics
Target Customer Profile its demographics target audience of the target customers 5

0 ‐1 2‐ 3 4–5

SSubmission has little to no strategic
Recommendations of advertising tools: details about the use and application of
traditional tool these advertising tools and are mainly
descriptive.
Submission did not identify any tools
Submission has a somewhat reasonable
indication about the use and application
of these advertising tools and is fairly
creative
Submission has a robust, detailed, and
clear indication about the use and
strategic application of these
5
advertising tools and are innovative and
creative in its tactics

0 ‐1
Submission has little to no strategic
details about the use and application of
Recommendations of advertising tools: these advertising tools are mainly
non‐ traditional tools and new media descriptive. Missing non‐traditional
tools and / or new media
2‐ 3
Submission has a somewhat reasonable
indication about the use and application
of these advertising tools and is fairly
creative
4–5
Submission has a robust, detailed, and
clear indication about the use and
strategic application of these
advertising tools and are innovative and 5
creative in its tactics

Page 1 of 2

Proposed Evaluation methods
Sample Advertisement
Organisation
Word Length
Citations & Referencing
Formative comments on
submission
APR Advertising Proposal (individual)
Part 2: Advertising Proposal (Individual)
0 ‐1
Submission has little to no discussion of
the follow through activities of
evaluating and monitoring the
advertising campaign to gauge its
success or failure for future
improvements
0 ‐1
Submission provides a basic
advertisement that is haphazardly
drawn up, contains minimal creativity
and does not reflect the advertising and
marketing communication objectives
0‐1
Submission lacks clear organisation and Submission is somewhat organised with Submission is very organised with well‐
/ or undefined paragraphs, and / or little reasonable paragraphs, and has
or no headings
0‐1
The specified word length for each
section is more than 20% higher or
lower
0‐1
Little or no in‐text citations throughout
essay. Referencing format does not
follow the APA format. Insufficient
sources referenced.
2‐ 3
Submission has a somewhat reasonable
discussion of the follow through
activities of evaluating and monitoring
the advertising campaign to gauge its
success or failure for future
improvements
2‐ 3
Submission provides an acceptable
advertisement that is fairly well drawn
up, contains some creativity and
attempts to reflect the advertising and
marketing communication objectives
2‐3
constructed paragraphs, and has clear
headings headings
2‐3
The specified word length for each
section is less than 20% higher or lower section is less that 10% higher or lower
2‐3
In‐text citations done according to APA
format with some mistakes. Referencing
follows the APA format but with some
mistakes. Sufficient resources
referenced.
Page 2 of 2
Advertising and Public Relations
Marks
Total Marks
awarded
4–5
Submission has a robust and relevant
discussion of the follow through
activities of evaluating and monitoring 5
the advertising campaign to gauge its
success or failure for future
improvements
4–5
Submission provides an excellent
advertisement that is well drawn up,
contains a good dose of appeal and 5
creativity and strongly reflects the
advertising and marketing
communication objectives
4‐5
5
4‐5
The specified word length for each
5
4‐5
In‐text citations done according to APA
format with little or no mistakes.
Referencing follows the APA format but 5
with little or no mistakes. Sufficient and
authoritative resources referenced.
50
WEIGHTING 40%