Week FOUR – Video Case Study Grading Rubric
Note the TEMPLATE is under DOC SHARING

Please post in the Dropbox your answers to the following discussion questions. See the
Video Case Study section in Course Home for guidelines on grading.
Based on the communications elements shown for Blue Shield 65 Plus (ads, print material, etc.), answer the
following. Explain your answers.
a. Describe the target market with which Blue Shield 65 Plus wants to communicate?
b. What effect does Blue Shield 65 Plus want its communications to have on the target audience?
c. What is the message that will achieve the desired effect on its audience?
d. What means and media should Blue Shield 65 Plus use to reach the target audience with its
message?
e. When should Blue Shield 65 Plus communicate with the target audience to ensure that it likely
will reach them?