Standard essay format: introduction/body/conclusion. While you may certainly provide additional information from outside sources, please use the course textbook as your primary source of information screenshots of the text pages will be uploaded based on Advertising and Promotion: An Integrated Marketing Communications Perspective- George E. Belch & Michael A. Belch. 

As far as their grading criteria, the maximum points are given for well-organized writing submissions that respond to the assignment clearly and directly.  Attached is the grading criteria format they are going off fyi.