Assessment Rubric for Mock Ad Assignment
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Level 1 |
Level 2 |
Level 3 |
Level 4 |
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Knowledge and Understanding |
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Knowlege of content Brand identity, target audience, advertising strategies)
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Demonstrates limited knowledge of key concepts like brand identity, target audiences, and advertising strategies
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Demonstrates some knowledge of brand identity, target audience, and advertising strategies, but may struggle to explain them in detail.
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Demonstrates a good understanding of brand identity, target audiences, and advertising strategies, and can identify examples in ads.
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Demonstrates thorough knowledge of brand identity, target audience, and advertising strategies, providing insightful explanations and examples.
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Understanding of content
Impact of brand identity on consumer choices; the implicit messages in advertising
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Shows limited understanding of how brand identity influences consumer choices and the implicit messages often embedded in advertising.
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Demonstrates some understanding of the impact of brand identity and can identify some implicit messages in advertising, but explanations may be basic.
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Shows a good understanding of how brand identity impacts consumer behaviour and can analyze the implicit messages in advertising, connecting them to the brand’s strategies.
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Demonstrates a thorough and insightful understanding of the relationship between brand identity and consumer choices, critically analyzing the subtle ways advertising influences audiences.
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Thinking |
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Planning and organizing Selecting a suitable brand, identifying key elements of its identity, planning the “quiet part loud” message) |
The selection of the brand and identification of key elements of its identity show limited planning. The “quiet part loud” message lacks clarity and connection to the brand.
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Demonstrates some planning in the selection of the brand and identification of its key elements. The “quiet part loud” message shows some thought but could be more clearly linked to the brand’s strategy.
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Planning is evident in the strategic selection of the brand and clear identification of its key identity elements. The “quiet part loud” message is thoughtfully crafted and effectively connected to the brand’s implicit message.
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Planning and research are highly effective, demonstrated by the insightful choice of brand, in-depth analysis of its identity elements, and a sophisticated “quiet part loud” message that reveals a deep understanding of the brand’s tactics.
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| Use of processing skills
Analyzing how the brand communicates its identity, evaluating the effectiveness of the original ad and the “quiet part loud” version |
The analysis of the brand’s communication strategies and evaluation of both the original and “quiet part loud” ads lack depth and critical thinking.
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Demonstrates some critical analysis of the brand’s communication and evaluates the effectiveness of the ads, but insights could be more developed.
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Provides a thoughtful analysis of the brand’s communication strategies, evaluating the effectiveness of both the original ad and the “quiet part loud” version, demonstrating solid critical thinking skills.
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The analysis of the brand’s communication strategies is insightful and connects to broader marketing trends and consumer psychology. The evaluation of the ads is thorough and demonstrates sophisticated critical thinking, comparing and contrasting their effectiveness.
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Use of critical/creative thinking processes
Exploring alternative interpretations of the brand’s message, developing a creative and impactful “quiet part loud” message) |
The “quiet part loud” message lacks creativity and fails to offer alternative interpretations of the brand’s message.
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Demonstrates some creativity in the “quiet part loud” message, but alternative interpretations are not fully developed.
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The “quiet part loud” message is creative and effectively conveys alternative interpretations of the brand’s message.
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The “quiet part loud” message is highly creative and insightful, offering fresh perspectives on the brand’s message and demonstrating a strong understanding of persuasive techniques.
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Communication |
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Communication for different audiences and purposes in oral, visual, and written forms, including media forms.
Expression and organization of ideas and information |
The analysis of the brand and the presentation of the “quiet part loud” message are disorganized and lack clarity and coherence.
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Demonstrates some organization in the analysis and presentation, but the communication could be clearer and more engaging.
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The analysis of the brand and the presentation of the “quiet part loud” message are well-organized and communicate ideas and processes effectively.
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The analysis and presentation are exceptionally clear and engaging. They effectively communicate the complexities of brand analysis and the creative process behind the “quiet part loud” message.
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| Communication for different audiences and purposes
Tailoring the “quiet part loud” message for different target groups or media platforms |
The “quiet part loud” message does not consider the target audience or purpose of the communication.
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Demonstrates some awareness of the target audience and communication purpose, but choices could be more effective.
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The “quiet part loud” message is effectively communicated to the intended audience and demonstrates an understanding of message adaptation based on the target group and platform.
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The “quiet part loud” message is masterfully adapted for different target audiences and media platforms, demonstrating a sophisticated understanding of communication strategies and persuasive techniques.
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Use of conventions
Appropriate terminology, grammar, mechanics in the written analysis
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The written analysis demonstrates limited use of appropriate terminology and contains errors in grammar and mechanics.
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The written analysis shows some effort to use correct terminology, but there may be errors in grammar and mechanics.
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The written analysis uses appropriate terminology effectively and demonstrates good control of grammar and mechanics.
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The written analysis demonstrates a sophisticated command of language and terminology, effectively conveying complex ideas with precision and clarity.
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Application |
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Application of knowledge and skills in familiar contexts Using brand analysis and persuasive techniques to craft the “quiet part loud” message
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The “quiet part loud” message demonstrates limited application of brand analysis and persuasive techniques.
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Demonstrates some application of brand analysis and persuasive techniques in the “quiet part loud” message, but it could be more effective.
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The “quiet part loud” message successfully applies knowledge and skills of brand analysis and persuasive communication to create a clear and impactful message.
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The “quiet part loud” message demonstrates sophisticated application of brand analysis and persuasive techniques, resulting in a highly effective and insightful message that reveals a deep understanding of the target audience and the brand’s strategies.
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| Transfer of knowledge and skills
Adapting the “quiet part loud” message for different media platforms or formats |
The “quiet part loud” message lacks adaptability and is not suitable for different media platforms or formats.
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Demonstrates some adaptability, but the “quiet part loud” message could be more effectively adapted for other platforms or formats.
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The “quiet part loud” message can be successfully adapted for different media platforms or formats while maintaining its core message.
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The “quiet part loud” message demonstrates a high degree of adaptability, seamlessly transitioning between different media platforms and formats while retaining its effectiveness and impact.
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Making connections
Connecting the brand analysis and “quiet part loud” message to broader social issues related to consumerism, media influence, and ethical advertising
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The project demonstrates limited ability to connect the brand analysis and “quiet part loud” message to broader social issues.
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The project makes some connections to broader social issues related to consumerism, media, or ethics, but exploration could be more in-depth.
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The project effectively connects the brand analysis and “quiet part loud” message to relevant social issues related to consumerism, media influence, and ethical advertising.
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The project makes insightful connections to broader social issues, demonstrating a sophisticated understanding of the complex relationships between marketing, media, culture, and ethics.
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