Overview
Students will create a print advertisement and special event to enhance the visual merchandising strategies used to develop their overall visual plan. They will
identify the strategy of the retail store for advertising and enhancement of visual concepts.
Assignment Instructions/Prompt
1. Identify the advertisement strategies used for the chosen retail store.
a. Who is the target market?
b. How does the store currently advertise?
2. Create an advertisement to enhance the visual theme of the store.
3. Create a special event to flow continuity through the store and its visual displays.
Format: The advertising assignment can be created using Microsoft Word, Adobe Photoshop, Adobe InDesign, or Adobe Illustrator; however, the final
submission should be in Word document format. The advertisement and special event must also include a written explanation that identities the strategies used
for the chosen retailer, the target market, and how the retailer currently advertises. Formatting guidelines: double spacing, 12-point Times New Roman font, 1-
inch margins, and appropriate citations (retailer’s website, social media sites, product review pages, etc.).
Rubric
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Identification of the
Retailer’s Current
Advertising
Strategies
Meets “Proficient” criteria and
cites clear and relevant
examples of the current
advertisements and advertising
strategies the retailer is using
Identifies the retailer’s
advertising strategies and how
the retailer is currently
advertising
Identifies the retailer’s current
advertisements being used, but
does not sufficiently explain the
advertising strategies
Does not identify the retailer’s
current advertisements or
advertising strategy
25
Identification of
Target Market
Meets “Proficient” criteria and
justifies reasoning with clear
and relevant examples
Identifies demographics,
geography, and/or behavioral
attributes of the retailer’s target
market
Identifies the target market, but
key elements are not fully
explained, resulting in a lack of
context
Does not identify the target
market
15
Create an
Advertisement to
Enhance Visual
Theme
Meets “Proficient” criteria and
provides a clear and relevant
explanation of how the
advertisement enhances the
store’s visual theme
Creates an advertisement for
the chosen store that enhances
the store’s visual theme
Creates an advertisement, but it
does not sufficiently enhance
the store’s visual theme
Does not create an
advertisement
25
Create a Special
Event That Ties Into
the Store’s Theme
and Visual Displays
Meets “Proficient” criteria and
provides a clear and relevant
explanation of how the special
event ties into the store’s
themes and visual displays
Creates a special event for the
chosen store that ties into the
store’s theme and visual displays
Creates a special event, but it
does not sufficiently tie into the
store’s theme and visual displays
Does not create a special event 25
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
Earned Total 100