Reaction Paper Instruction and Rubrics
During the semester, you will conduct an individual reaction paper. You will work on an advertising/
IMC campaign. This is a case study assignment on a selected advertising campaign, but we will
focus on the IMC aspects of the campaigns beyond advertising. Find an IMC campaign and analyze
its message and media strategy based on IMC principles you learned in class and your text. Try to
address how each area of the campaign collaborates to make the brand stronger in an integrated
manner. In the paper, you will introduce the campaign briefly in the beginning. Please tell me the
brand, advertiser (if different from the brand name), campaign period, goal(s) of the campaign,
major message and media strategy, and your analysis/reaction (This is the most important
component for evaluation; your critique). What is good and what should be improved? This
assignment is to help you critically analyze IMC campaigns.
What is the purpose?
• Demonstrate your comprehension of the IMC concept and practice.
• Provide your analysis of the chosen IMC campaign.
What is the format?
• Reaction paper according to the format in the following guide.
What is the Required Content, Procedure, and Evaluation?
• Procedure: For this assignment, you choose an IMC campaign of your interest (please
see the list of archives below. The campaign should be after 2019 (not before). You will
review the campaign and write a 3 page (no less than), single-spaced reflection. In this
write-up, you will be graded on your insight on the strategy of the campaign, and your
ability to link campaign features to IMC principles. Simply providing a summary or
description of the campaign will not receive high scores. Your reaction paper
assignment will ask you to address specific areas (this is your choice of interest; choose
what you want to focus). You must list each area as a sub-head
(separate section) in your write-up and each area should feature relevant principles from
class discussions and your text. A reflection paper must be submitted through the course
Brighspace shell as a Word document (no pdf). You must use 12-point Times New
Roman font, single space, one-inch margins all around. Deadlines are listed on the
syllabus.
• IMC Archives:
CLIO https://clios.com/awards/winners
AdForum https://www.adforum.com/
Ads of the World https://www.adsoftheworld.com/
Advertising Age https://adage.com/
WARC https://www.warc.com/
Cannes Lions https://www.lovethework.com
Effie Awards https://www.effies.com.au/Winners-.aspx
AME Awards https://www.ameawards.com/
ispot.tv. https://www.ispot.tv/browse
• Evaluation Criteria/Rubrics: See Page 2
• Content: The specific content is provide1d below.
Reaction Paper:
Sub-heading guide
(1) Overall advertising/IMC strategy: discuss the overall advertising/IMC strategy of the campaign? (e.g., segmentation, targeting, brand positioning). If possible, discuss how it addresses campaign goals.
(2) Message strategy: discuss the message strategy (e.g., message appeals, main points). If possible, discuss how it may resonate with target audience.
(3) Media/Channel strategy: Discuss the message delivery approaches no matte what the channels are. (e.g., mass media, PR, sponsorship, digital, social media, games, apps). If possible, discuss how it connects to target audience media behavior.
