Digital Marketing

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.

Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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Terrell McGhee
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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%