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MKT 229 Milestone Two Guidelines and Rubric Using the company and product you selected for Milestone One, you will now develop a messaging strategy for the product.

MKT 229 Milestone Two Guidelines and Rubric Using the company and product you selected for Milestone One, you will now develop a messaging strategy for the product. For Milestone Two, you will describe in detail the messaging strategy you are recommending for the product. This submission should include sample copy and media choices. For your sample copy, identify specific messaging that could be used in a campaign. The copy should align to the media choices you have picked. Media choices might include (but are not limited to) social media posts or ads, TV, radio, print, or outdoor. It may include sample art (either original or from existing ads) if you think it will support your recommendations. Your messaging recommendations should be aligned with the communication objectives you developed in Milestone One. Specifically the following critical elements must be addressed: I. Channel Identification and Strategy Identify three tools, one from each of the different channel categories (advertising, IMC, and promotional), that the company will use to market the product. II. Message Development For each tool you identified, describe a messaging strategy. III. Speaker Notes Include speaker notes or an audio recording for each slide that would help you present your messaging strategy and justify the recommendations you are making. Rubric Guidelines for Submission: Your messaging strategy should be done in PowerPoint and should be 6 slides in length (plus a reference slide) with recorded (audio) or written speaker notes specifying your recommendations. See the Milestone Two Template for formatting. References and any in-text citations must be formatted in APA (6th edition) style. If you use speaker notes, please include them in the PowerPoint. If you use an audio recording, it should be embedded in the PowerPoint presentation. Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions. Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value Channel Strategy: Tool Identification Meets “Proficient” criteria and correctly describes each tool Identifies three appropriate tools, one from each of the different channel categories, that can be used to promote the product Identifies fewer than three appropriate tools OR does not identify one from each of the different channel categories Does not identify any tools 30 Message Development: Describe Strategy Meets “Proficient” criteria and includes sample copy or ad ideas that would employ the chosen tools Describes an appropriate messaging strategy and relates it to the chosen tools Describes an appropriate messaging strategy but does not relate it to the chosen tools Does not describe an appropriate messaging strategy 30 Visual Appeal There is a consistent visual theme that helps enhance understanding of the ideas; includes multiple types of media Original images are created using proper size and resolution that enhance the content; includes more than one type of media Visually depicts topic and assists audience; images are proper size and resolution Graphics are unrelated to content and cross over each other. Distracting, busy, and detract from presentation 15 Speaker Notes Meets “Proficient” criteria and supports messaging strategy and recommendations with outside sources Includes speaker notes that aid in presenting the messaging strategy and justifying recommendations Includes speaker notes, but the notes do not aid in presenting the messaging strategy and justifying recommendations Does not include speaker notes 15 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 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 Earned Total 100%

 
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