a 7
100-85% 6
84-75% 5
74-65% 4
64-50% 3
49-47% 2/1/0
46-0%
Market Review
Target Market
/5 Target market covers the five elements of target development and articulates into a statement to a professional standard. Referencing included. Target market covers the five elements of target development and articulates into a statement to a very high standard. Referencing included. Target market covers at least four elements of target development and articulates into a statement to a good standard. Some referencing. Target market covers at least three elements of target development and articulates into a statement to passable. Some referencing. Target market is not developed correctly, is not supported, or is not articulated.
Competitor Profile
/5 Competitor profile is highly developed and covers understanding of offerings, communication, and competitive advantage. Referencing included. Competitor profile is very well developed and covers understanding of offerings, communication, and competitive advantage. Referencing included. Competitor profile developed to a good standard and covers understanding of offerings, communication, and competitive advantage. Some referencing included. Competitor profile developed to a passable standard and covers understanding of offerings, communication, and competitive advantage. Some referencing included. Competitor profile has not been accurately developed.
Communications Review
Message Review
/5 Message strategy review, critique, and adjustments are done to a professional standard and all are supported with referencing. Message strategy review, critique, and adjustments are done to a very high standard and all are supported with referencing. Message strategy review, critique, and adjustments are done to a good standard and are mostly supported with referencing. Message strategy review, critique, and adjustments are done to a passable standard and some are supported with referencing. Message strategy review, critique, and adjustments are not implemented correctly.
Channel Review
/5 Channel integration review, critique, and adjustments are done to a professional standard and all are supported with referencing. Channel integration review, critique, and adjustments are done to a very high standard and all are supported with referencing. Channel integration review, critique, and adjustments are done to a good standard and are mostly supported with referencing. Channel integration review, critique, and adjustments are done to a passable standard and some are supported with referencing. Channel integration review, critique, and adjustments are not implemented correctly.
Strategy Development
Campaign Development
/5 CCB, MSS, and strategic approach are detailed in a professional and actionable manner. Referencing included. CCB, MSS, and strategic approach are detailed to a very high standard and are actionable. Referencing included. CCB, MSS, and strategic approach are detailed to a good standard and are mostly actionable. Some referencing included. CCB, MSS, and strategic approach are detailed to a passable standard and are somewhat actionable. Some referencing included. Campaign development may be unsupported or under developed/justified.
Media Strategy and Testing
/5 Media strategy includes all five elements in detail and justifies selection. Explanation into the specific decisions as well as implementation is developed to a professional standard. Media strategy includes all five elements and justifies selection. Explanation into the specific decisions as well as implementationis developed to a very high standard. Media strategy includes all five elements and mostly justifies selection. Explanation into the specific decisions as well as implementationis developed to a good standard. Media strategy elements. Explanation into the specific decisions as well as implementationis developed to a passable standard. Media strategy and implementation is not supported or under developed/justified
Research and Support
Marketing Data
/5 All data is included and justified to a professional standard. Correct format is used. All data is included and justified to a high standard. Correct format is used. Some data is used and justification is included. Correct format has been used. Either primary or secondary data has been used. Format may be inconsistent in parts. Lack of relevant data and justification. Format may have been disregarded.
Presentation and Referencing
/5 Document has been developed to a professional standard. Spelling and APA referencing are professional. Document has been developed to a very high standard. Spelling and APA referencing are very high. Document has been developed to a good standard. Spelling and/or APA referencing are good. Document has been developed to an average standard. Spelling and/or APA referencing are average. Document is not presented in a passable standard. Spelling and/or APA referencing are of a poor standard.
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