Assignment
Choose one of the three scenarios below. Answer in a word document. Spelling and
grammar count. There is no defined amount you have to write. Just write enough to say
what you need to say. If it’s more than two pages then you have written too much.
1. Your client is spending most of her marketing budget on magazine ads.
Explain to your client how she might leverage Social Media in this situation.
Include an explanation of how this paid media could potentially feed into
earned media and owned media. You must discuss all three types of media:
paid, earned and owned (partially owned).
2. You’re the content creation manager for a skateboard company, and your
business just released a brand new version of your best selling board. You
would like to generate some earned exposure about this release. List two
outlets where you might gain some earned exposure. Explain why each outlet
might find interest in spreading your message. Now how would you integrate
paid media and owned media into that strategy? You must discuss all three
types of media: paid, earned and owned (partially owned).
3. You’re working with a client whose marketing strategy consists only of running
TV advertisements. This client sees a surge of leads when running TV
advertisements but doesn’t have the budget to run TV ads year round.
Explain to him how a three-part media strategy might help his marketing
efforts. You must discuss all three types of media: paid, earned and owned
(partially owned).
Rubric
Paid owned and earned (2)
Criteria Ratings Pts
This criterion is linked to a Learning Outcome
Addresses paid owned or earned.
20 pts 0 pts
20
pts
Full
Marks
No
Mar
k
s
This criterion is linked to a Learning Outcome
Explains the relationship between paid owned and
earned.
4
0
pts
Full
Mar
ks
0
pts
No
Ma
rks
40
pts
This criterion is linked to a Learning Outcome
Gives concrete examples
30
pt
s
F
ul
l
M
ar
ks
3
0
pt
s
N
o
M
a
r
k
s
30
pts
This criterion is linked to a Learning Outcome
Shows extra creative thought in addressing the problem
in the question
1
0
p
t
s
F
u
l
l
M
a
0
p
t
s
N
o
M
a
r
10
pts
r
k
s
k
s
Total Points: 100
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