MKT 335 Module Three Short Paper

MKT 335 Module Three Short Paper Guidelines and Rubric Overview: In this short paper, you will briefly summarize the pros and cons of digital advertising channels and then apply this information to three campaign scenarios. You will also describe the pros and cons of display advertising versus social media. Prompt: Briefly summarize the top digital advertising channels, including their recommended uses and key performance indicators. In your response, consider the following channels:

 Display ads

 Email

 Websites

 Social media (Facebook, Twitter, Snapchat, Instagram) Next, apply this information to determine the most effective channel for the brands described in these campaign scenarios:

 Your brand has a strong e-commerce presence and wants to drive more traffic to your website to develop purchase intent.

 Your well-known legacy brand is trying to foster affinity between their product and online consumers.

 Your client is looking for a high-impact seasonal campaign that extensively leverages video. Finally, describe the pros and cons of display advertising versus social media. Throughout the paper, support your responses by citing academic resources, industry leaders, examples, case studies, or research studies. Specifically, the following critical elements must be addressed:

 Channel Comparison: Summarize the pros and cons of the top digital advertising channels, including their recommended uses and key performance indicators.

 Scenarios: Identify the recommended channel for brands based on their profile and campaign goals, providing the underlying rationale for each recommendation.

 Display Versus Social: Describe the pros and cons of display advertising versus social media, providing specific examples to illustrate key points.

Guidelines for Submission: Your paper must be submitted as a 3- to 4-page Microsoft Word document with double spacing, 12-point Times New Roman font, and one-inch margins. Include at least three citations in APA format.

Rubric Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Channel Comparison

Meets “Proficient” criteria and demonstrates an exceptional depth of understanding about the channels

Summarizes the defining characteristics of each channel, including strengths, weaknesses, recommended uses, and KPIs

Summarizes the defining characteristics of each channel, but summary is incomplete or contains inaccuracies

Does not summarize the defining characteristics of each channel

30

Scenarios Meets “Proficient” criteria and offers an exceptionally clear and well-researched justification for channel selection

Identifies appropriate digital channels for each scenario and provides an accurate, logical rationale for the selection

Identifies digital channels for each scenario and provides a rationale for the selection, but the rationale is weak, unclear, or incomplete

Does not identify appropriate digital channels for each scenario and/or does not provide a rationale for the selection

30

Display Versus Social

Meets “Proficient” criteria and provides an exceptionally well- crafted, nuanced comparison

Describes the pros and cons of display advertising versus social media, illustrating key points with specific examples

Describes the pros and cons of display advertising versus social media, but the description is cursory or incomplete

Does not describe the pros and cons of display advertising versus social media

30

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy to read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%

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