Reaction Paper Instruction and Rubrics

During the semester, you will conduct an individual reaction paper. You will work on an advertising/IMC campaign. This is a case study assignment on a selected advertising campaign, but we will focus on the IMC aspects of the campaigns beyond advertising. Find an IMC campaign and analyze its message and media strategy based on IMC principles you learned in class and your text. Try to address how each area of the campaign collaborates to make the brand stronger in an integrated manner. In the paper, you will introduce the campaign briefly in the beginning. Tell me the brand, advertiser (if different from the brand name), campaign period, goal(s) of the campaign, major message and media strategy, and your analysis/reaction (This is the most important component for evaluation; your critique). What is good and what should be improved? This assignment is to help you critically analyze IMC campaigns.

What is the purpose?

  • Demonstrate your comprehension of the IMC concept and practice.
  • Provide your analysis of the chosen IMC campaign. What is the format?
  • Reaction paper according to the format in the following guide. What is the Required Content, Procedure, and Evaluation?

Procedure: For this assignment, you choose an IMC campaign of your interest (please see the list of archives below. The campaign should be after 2019 (not before). You will review the campaign and write a 3 page (no less than), single-spaced reflection. In this write-up, you will be graded on your insight on the strategy of the campaign, and your ability to link campaign features to IMC principles. Simply providing a summary or description of the campaign will not receive high scores. Your reaction paper assignment will ask you to address specific areas (this is your choice of interest; choose what you want to focus). You must list each area as a sub-head (separate section) in your write-up and each area should feature relevant principles from class discussions and your text. A reflection paper must be submitted through the course Brighspace shell as a Word document (no pdf). You must use 12-point Times New Roman font, single space, one-inch margins all around. Deadlines are listed on the syllabus.

  • IMC Archives:

CLIO https://clios.com/awards/winners

AdForum https://www.adforum.com/

Ads of the World https://www.adsoftheworld.com/

Advertising Age https://adage.com/

WARC https://www.warc.com/

Cannes Lions https://www.lovethework.com

Effie Awards https://www.effies.com.au/Winners-.aspx

AME Awards https://www.ameawards.com/

ispot.tv. https://www.ispot.tv/browse

  • Evaluation Criteria/Rubrics: See Page 2
  • Content: The specific content is provide1d below.

 

Reaction Paper:

Sub-heading guide

(1) Overall advertising/IMC strategy: Please discuss the overall advertising/IMC strategy of the campaign? (e.g., segmentation, targeting, brand positioning). If possible, please discuss how it addresses campaign goals.

(2) Message strategy: Please discuss the message strategy (e.g., message appeals, main points). If possible, please discuss how it may resonate with target audience.

(3) Media/Channel strategy: Please discuss the message delivery approaches no matter what the channels are. (e.g., mass media, PR, sponsorship, digital, social media, games, apps). If possible, please discuss how it connects to target audience media behavior.