Faculty of Business, Environment and Society Custom Essay

Coventry University
Faculty of Business, Environment and Society
Coursework 2014

Any work submitted after the deadline will receive a mark of 0%.

Deadline: 3rd March 2014

IMPORTANT – PLEASE READ THIS WARNING REGARDING PLAGIARISM

Assessments must be all your own work and must not have been copied in part or in whole from any other source, such as books or the internet, or from other students’ work. If you wish to use another author’s exact words in a short quotation this must be clearly marked up in inverted commas with the exact source given, including page number, so that the reader can clearly see which words have been copied and are not your own. Just quoting references used at the end is not sufficient.

Please see your course handbook or the Faculty website for more information on referencing and university regulations on plagiarism.

Instructions for Submission
Students should submit their coursework either in person or by recorded/special delivery, to;
Module Leader: Mrs Ellie Hickman
Care of the appropriate reception, as shown below:
William Morris Reception
Faculty of BES,
Coventry University,
Priory Street,
Coventry
CV1 5FB

Module title: Advertising Practice and Concepts
Module Number: 103MKT
Module Leader: Mrs Ellie Hickman
Word limit: 2,500 words

 
Faculty of Business Environment and Society

Module No. 103MKT Module Title: Advertising Practice and Concepts

CW1 – Advertising knowledge and application, 2500 words

Contributes 50% to total module mark

Answer all 4 tasks:

1. Using examples from a recent UK supermarket advertising campaign, explain the role and functions of advertising within the context of the marketing mix.

2. Discuss the advantages and disadvantages of the following marketing communications tools, and give two examples of application for each:
a. Personal selling
b. PR (Public Relations)
c. E-Marketing

3. Read the journal article below and discuss this statement – ‘Is an advertisement worth the paper it’s printed on?’ To find the journal article access Coventry University e-library, access Emerald Journals and search by title or author. You must use the article and reference at least one key point when answering this task:

Is an advertisement worth the paper it’s printed on? The impact of premium print advertising on consumer perceptions. Hampel S, Heinrich D, Campbell C. Journal of Advertising Research, Mar 2012, Volume: 52 Issue: 1 pp.118-127.

4. Discuss the advantages and disadvantages of the following advertising media, and within the context of a UK supermarket advertising campaign, give two examples of application for each:
a. TV advertising
b. Online Advertising
c. Magazine advertising

Include a list of References and Bibliography

You must include a range of research in all answers, this may include relevant concepts and theories from text books, journal articles, websites, market research databases such as Mintel, company or industry sources. Research should be referenced using Harvard Referencing style.

Learning Outcomes Assessed
1. Describe the role of advertising within the marketing and promotional mixes.
2. Define the nature, purpose, and scope of advertising.
3. Explain the advantages and disadvantages of a range of advertising media.

Marking Scheme:

Structure and Presentation 10%:
Spelling, grammar, layout, presentation of information

Knowledge and Understanding 30%:
Role of advertising, marketing communications tools, branding and advertising, advertising media,

Analysis 25%:
Appropriate theories and concepts, and market research are used to support key points

Application 25%
Relevant examples are used in context
Research, Reading and Referencing 10%
Evidence of a range of original research both academic and practical/business and Harvard Referencing style

Submission 4pm on date: 3rd March 2014

This assignment must be submitted, with a BES coursework cover sheet attached, to William Morris reception and also via the module web by 16.00 on the above deadline.

Please note:
1. You will be awarded 0% for a late submission. (Up to 2 weeks, then fail awarded, equivalent to not submitted) *NB Actual calendar weeks are counted, not just term time weeks.
2. Extensions will be in accordance with University and Faculty policy. If in doubt you are advised to read the Guidelines for Assessed Coursework on STiLE.

Students MUST keep copies (electronic file if done on computer) of their assignment. Please also submit an electronic copy of your assignment via the module web using the Turnitin icon. (See instructions on module web)

The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.

Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.

Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.

Marking Scheme
A copy of the marking scheme and feedback for this coursework is attached.

Return of Marked Work
Marked work will be returned via Reception. You can expect to have marked work returned to you by 3 teaching weeks after the submission date.

PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.

Note:
Please make sure that your ID number and the module number appear on the actual coursework assignment as well as on the cover sheet that you attach to it. (don’t put your name for individual assignments as marking is anonymous)

For large modules with multiple seminars your Seminar Group or Tutor’s name must be clearly shown, to ensure that your assignment goes to the correct person for marking. (Put the class day and time if you cannot remember tutor’s name)
 

Feedback Sheet

Marking Scheme and Feedback Sheet

Module number and Title:

CW number:

Student ID No: ……………………………………………

Assessment Criteria (tick as appropriate) Poor Satisfactory Good Very
Good Excellent
Structure 10%
Content is organised and appropriate;
coherent; flow of information, arguments, concepts

Knowledge and Understanding 30% – 40%
Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question

Application
20% – 30%
Application of theory or practical examples given appropriate to context

Analysis and Recommendations
20%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations

Presentation 10%
Spelling, punctuation, grammar, layout,
accurate CU Harvard Referencing style, writing style academic/professional

Feedback grading:
<40 Poor; 40-49 Satisfactory; 50-59 Good; 60-69 Very Good; 70+ Excellent First Marker: Date: Second Marker: Date: Tutor: Mrs Ellie Hickman useful link http://www.warc.com/LatestNews/News/EmailNews.news?ID=32550&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20140206 http://www.marketingweek.co.uk/4009406.article?cmpid=mwbreak_127430 http://www.washingtonpost.com/blogs/on-leadership/wp/2013/05/22/abercrombie-fitchs-big-bad-brand-mistake/