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Instructions
We have been looking at successful ad campaigns using social media. Let’s apply this directly and see how this compares with older methods of advertising.
Choose a recent social media campaign, possibly one you interacted with. Below are some possible examples:
- ALS #IceBucketChallenge
- Always #LikeAGirl
- Coca-Cola #ShareaCoke
- IKEA bookbook video
- McDonald’s Super Bowl 2015
- Taco Bell #OnlyInTheApp
- Virgin America Boo videos
Then consider an older commercial, before social media was (as big) an influence. You can look at famous ads on Youtube.
In a minimum of 3 pages, please do the following:
- Provide an introduction with a summary of the ads you have chosen, and an explanation of what the stated intent behind the ad is.
- From there, look at what the ad actually says (like a beer ad might actually be demonstrating that women are sex objects).
- Describe how social media plays into the intent and the actual message. What’s different between the two you chose?
- What made the ads successful (or not successful)?
- What ideas and opinions do you have about the product or brand after reviewing the ads?
- What can we learn about how businesses use Twitter, Facebook, Linked In, etc. to communicate, network, broaden their customer base, and promote their products/services?
- Summarize your analysis.
Grading Rubric
| F | F | C | B | A |
| 0 | 1 | 2 | 3 | 4 |
| Not Submitted | No Pass | Competence | Proficiency | Mastery |
| Not Submitted | Failed to provide a general introduction | Gave a bit of introduction, but you need to provide more details or make other corrections as described by the feedback you are receiving. | Gave a good, basic introduction. | Gave a strong, in-depth introduction. |
| Not Submitted | Failed to discuss the ad’s main message. | No real discussion of the ad’s main message | Basic analysis of the ad’s main message | Good analysis of the ad’s main message. |
| Not Submitted | Failed to mention to impact of social media. | No real discussion of the impact of social media. | Basic analysis of the impact of social media. | Good analysis of impact of social media. |
| Not Submitted | Failed to discuss the success of the ad. | Minimal discussion of success, but needs more. | Some discussion of success. | Thorough discussion of success. |
| Not Submitted | Failed to discuss your opinion of the ad after viewing. | Minimal discussion of your opinion of the ad after viewing. | Some discussion of your opinion of the ad after viewing. | Thorough discussion of your opinion of the ad after viewing. |
| Not Submitted | Failed to discuss the business use of social media. | Minimal discussion of the business use of social media. | Some discussion of the business use of social media. | Thorough discussion of the business use of social media. |
| Not Submitted | Failed to give a conclusion | Gave a bit of conclusion, but you need to provide more details or make other corrections as described by the feedback you are receiving. | Gave a basic conclusion | Gave a thorough, insightful conclusion. |
