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2022/23 MKT3006 Global Advertising and Brand Promotion
Assignment Two
The assessment is an essay assignment which accounts for 50% of the mark awarded for the MKT3006 module.
Total word count: 2,000 words (+/- 10%) excluding references and appendices.
Assignment Topic
This assignment focuses on semiotics, and has two parts, both which should be answered approximately equally.
(i) You are to design a 30 to 60 second television / online advertisement which meets the Nike advertising brief (see next page) for a country of your choice.
Your advertisement design should include semiotic principals and:
– clearly describe / illustrate what is happening, to whom, where and when in the advertisement, and
– clearly explain how your advertisement will appeal to Nike’s target audience.
(ii) analyse your proposed advertisement identifying and describing how semiotics are being used in your proposed advertisement.
Assignment deadline
Wednesday 3rd May 2024 by 4pm
Electronic Submission only under Turnitin
Assignment – Nike brief
Assignment guidance
1.Presentation. Your work should take the form of a 2,000 word (+/- 10%) essay assignment.
The assignment should be word processed. All pages should be numbered. Use headings and sub-headings appropriately to make clear the structure of your essay. You do not need to include table of contents.
Interpretation of word limits
Your work must comply with the assessment word limit +/- 10% (excluding references, bibliography, and appendices). Work that does not comply will not be marked. You MUST include a word count on the front of your essay.
Submit an electronic copy of your assignment, using Turnitin.
The font size must be size 12, with double spacing.
Margins to be 2.54cm
2.Referencing. You should demonstrate your reading in the subject area in your work through reference to work from appropriate sources such as journals, books, reports etc. THESE MUST BE CLEARLY REFERENCED IN YOUR ESSAY USING THE HARVARD AT NEWCASTLE STYLE GUIDE. Do not simply regurgitate diagrams or extensive general information from the textbooks or articles. You should assume that we know the workings of basic theoretical or analytical models and will allocate marks for the way you apply them to the question and use them to support a line of argument that helps you to answer the question. Where you use direct quotations or show diagrams, try to keep them short and ensure that they make a direct and clear contribution to your argument. All direct quotations MUST be clearly cited with a page number.
3.Graphics. Use diagrams and brief tables if appropriate to illustrate points and to support your arguments. Ensure that these are relevant, based on your reading, and that their significance to your argument is clear.
4.Appendices. You may attach appendices to your work which will not be included in the word-count. Appendices may include, for example, certain tables or analyses, the conclusions or part of which you have included in the main text. They should not include any information that is essential to your argument, nor should they act as a ‘dumping ground’ for information with which you do not know what to do. Just as appendices do not influence the word count, so they will not affect the mark you are awarded for the work.
5.Plagiarism
The assignment should be your own work. Please note the advice on cheating, plagiarism and referencing available in your programme handbook.
Further advice on plagiarism and referencing is available from the following web sources:
https://libguides.ncl.ac.uk/managing/how_to_reference
Assignment hand-in date
3rd May 2024 by 4pm (online via Turnitin/Canvas)
Please note that you have only one attempt at submitting your work through TurnItIn. You will not receive a confirmation email, but you can see the status of your submission on TurnitIn/Canvas. Please wait and get an assignment receipt under Turnitin before you log out.
Formative Assessment Opportunities
Formative assessment opportunities are offered during the Seminars and Pre-Assessment Clinics.
Pre-assessment and post-assessment support
There will be two online Zoom Pre-Assessment Clinics organised before assignment hand-in date, and a Post-Assessment Clinic organised once students receive their individual marks and feedback.
Suggested essay structure
1.Introduction, brief discussion of semiotic analysis approach
2.Description / illustration of your proposed advertisement. (Feel free to include sketches of advertisement ideas to support your answer. You will not lose marks if you not are not the best artist in the world )
3.Analysis of your proposed advertisement using semiotics
4.Reflection on how your proposed advertisement meets Nike’s advertising brief.
5.Conclusion
Please note that: References, appendices, tables and figures etc. ARE NOT part of the overall word count! References in text such as (Smith, 2020) ARE part of the word count.
If you have any questions regarding the assignment, please be encouraged to post them in the discussion board that is specifically dedicated to the assignment-related questions, or raise them in one of our in-person lectures, or optional Zoom pre-assessment clinics/Q&A sessions.
Marking criteria
Refer to the marking criteria in your degree programme handbook along with the information provided below. Further guidance and advice and formative feedback will be provided in the teaching sessions.
MKT3006 – Global advertising and brand promotion Marking Scheme – Assignment 2 – Assignment [50%]
0% – 19% 20% – 39% 40% – 49% 50% – 59% 60% – 69% 70% – 79% 80% +
Poor fail Marginal fail Marginal pass Adequate Good Very good Excellent
Individual assignment (50%)
2000 words
Overall Marking Guide.
Followed by specific assignment elements on Page 2.
This is not considered – there is little, or no coverage linked to the assignment brief. There is a little coverage or discussion of how advertisement will include. This then results in poor application of semiotics both in application and justification of their relevance. There is some discussion about the proposed advertisement. This is supported by a simplistic application of semiotics. Analysis presented is limited and not directly developed within the context of the proposed advertisement. The proposed advertisement is adequately explained in an anecdotal way. This is carried on into the analysis and semiotic justification. Little underpinning with academic literature. The proposed advertisement is well explained with clear explanation and supporting justification. This is carried on into the analysis and semiotic analysis. Relatively high use of academic literature to underpin analysis. There is very strong detailed proposed advertisement, which is realistic, feasible and applicable. This is then supported by semiotic analysis which clearly links back to relevant theories and clearly applies this in a clear and appropriate manner. A sophisticated and an in-depth explanation of proposed advertisement. This explanation almost seamlessly crosses across into the semiotic application where the answer goes beyond the obvious and explores more subtle aspects of the advertisement. All aspects of the assignment are supported with depth and using a comprehensive reference list.
Good academic practice, structure, writing and presentation.
(Included in the Report marking) There is little evidence of good academic practice, no discernible structure, referencing is missing, and poor presentation impairs the reading. There is limited evidence of good academic practice, incoherent structure, referencing is inadequate and there are many significant presentational issues. There is some evidence of good academic practice, some coherence in the structure, referencing is largely adequate and there are many presentational issues. There is evidence of good academic practice, coherent structure, referencing is adequate and there are some presentational issues. There is evidence of good academic practice, good coherence and evolving narrative, referencing is good and there are few presentational issues. There is evidence of very good academic practice, very good structure and clear narrative, referencing is at a high standard and there are minimal presentational issues. Evidence of excellent academic practice, coherence, and sophisticated narrative. Referencing is at an exemplary and presentation is to a professional standard.
SPECIFIC ASSIGNMENT ELEMENTS COMPARED TO THE GRADE MARK BOUNDARIES
0% – 19% 20% – 39% 40% – 49% 50% – 59% 60% – 69% 70% – 79% 80% +
Poor fail Marginal fail Marginal pass Adequate Good Very good Excellent
Introduction This is not considered – there is little or no coverage on the importance of semiotics. Little coverage or discussion & analysis of the importance of semiotics. Some coverage or discussion & analysis of importance of semiotics but lacks good underpinning with understanding. Some adequate coverage or discussion & analysis of the semiotics with some underpinning with sources. Good coverage or discussion of the importance of semiotics, with supporting literature. Very good coverage or discussion & analysis of the importance of addressing semiotics with very good underpinning with sources. Excellent coverage or discussion & analysis of the importance of addressing semiotics with excellent underpinning with sources.
Proposed advert. This is not considered – there is little or no coverage Proposed advertisement is simplistic. Some analysis is undertaken, but its simplistic and minimal. Adequate analysis of the proposed advertisement, with some opportunities to link to semiotics. Good level of analysis in the proposed advertisement recognises the semiotics that have been planted within the advertisement. Proposed advertisement is well described and constructed, offering a comprehensive and coherent overview. This proposal will then clearly set up semiotics and symbols within the advertisement. Excellent coverage of the semiotic opportunities in the proposed advertisement. This will be seamlessly done.
Semiotic analysis This is not considered – there is little or no discussion of semiotics within the proposed advertisement. Little attempt is made to apply and illustrate how semiotics have been applied. Some attempt is made to apply semiotics to the proposed advertisement. However, this might be lacking in deep application. A reasonable attempt is made to apply, identify, and explain the semiotics in play. This would produce some explanation but is not specific or sufficiently in-depth enough. Good coverage of semiotics in the proposed advertisement. This produces a good explanation of sufficient depth of how it operates within the proposed advertisement. Very good coverage of semiotics in the proposed advertisement. This produces an in-depth explanation and analysis which goes beyond the obvious. Excellent coverage of semiotics in the proposed advertisement context. This produces an explanation of sufficient depth that transcends the semiotics application being made.
Reflection No real attempt is made to justify the advertisement’s design meets Nike’s brief. The proposed advertisement has little relevance to the Nike brief. The proposed advertisement has some relevance to the Nike brief. However, this will not be sufficiently developed or justified enough via the Nike brief. The proposed advertisement will have some relevance to the Nike brief and offers some appeal to the target audience. The student will offer some justification to how this advertisement appeals to its target audience. The proposed advertisement will strongly build on the Nike brief, emphasising new aspects that maintain or deepen the target audience attraction. This will be supported by justification and academic literature. The proposed advertisement redesign will clearly emphasise how it meets Nike’s brief and appeals to its target audience. Proposed advertisement will be appropriate, balanced, and appealing. This will be supported by appropriate academic literature. The proposed advertisement will clearly emphasise how addresses, builds on, and strengthens the advertisement’s appeal to its target audience, whilst meeting Nike’s brief. Proposed advertisement will go beyond what one would expect. This will be supported by appropriate academic literature.
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