References for Communication and its Planning
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
References for Communication and its Planning
Primary Research Data and Key Findings
Approx. 5 pages total, double spaced
Now that you’ve completed your research, you will brainstorm what the research data means, and what is important to consider in communications planning. From this, you will compose a SWOT analysis and a target audience profile, and present it along with recommendations for communications (including a well-supported positioning statement).
First step: Re-read / compile the data
Secondary research reports
Primary research data and key findings
Second step: Know what you are looking for
The objective of this research / analysis is for you to determine a communications strategy for your brand – who should your brand communications target, and what should the message be that you want people to remember about your brand? What position do you want the brand to fill in the target audience’s mind?
Third step: Build brand analysis
Based on the research you conducted, determine and write a report that includes the following:
Define the situation, problem/issue & opportunity and key research findings (1/2 page)
Based on what you learned, what is the current situation that the brand is in – what problems can brand communications solve, or what opportunities can the brand take advantage of? What can advertising achieve for the brand? What key findings emerged from the secondary and primary research?
Create robust SWOT analysis, using the research you conducted as its foundation (1.5 pages)
A SWOT is seen as an analytical framework that can help you lay out all that you learned in the research in a thoughtful way. A good SWOT not only allows you to articulate brand strengths and weaknesses, it takes things a step further by forcing you to think about the external factors that bear heavily on the health and direction of the brand. This SWOT must be original and emerge from your research findings, not be a SWOT for the brand that you find online.
Develop target audience persona(s) (1 page)
Bring the target audience to life with specific, data-driven characteristics. Be creative in determining how you will “introduce” the target audience to others. Details should emerge from your research.
How should we position the brand in future communications to this audience? (1/2 page)
Combine your information from above to think about an effective positioning statement for the brand, rooted in research. Write it in the form of an elevator pitch if possible or desired, and write a brief justification for why this is the recommendation.
Further Recommendations – focus on communications (not products, distribution, pricing, etc.) (1/2 page)
How can the brand communicate this position in the market? Enhance your analysis to include messaging ideas, possible execution ideas (no need for creative execution), media recommendations, etc.
Fourth step: Write the creative brief
The creative brief is a succinct overview of the key strategic elements to understand when creating a new brand campaign (1 page). This brief should reflect the strategic analysis you did above, but be written in a more succinct and creative way.
This one-page document will provide direction and inspiration for the creative team that is tasked with building a communications campaign based on your strategy. It should include:
Components of the brief (review voice lecture for details on each section)
Who is the client? (background)
Why are we advertising? (Communication objective)
Who are we talking to? What do they currently think? (Target audience)
What is the most important idea we can convey?
Why should they believe it? (Support from research)
How is this different from other brands in this category?
What is the mood and tone?
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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References for Communication and its Planning
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