The purpose behind much of advertising is to influence each of the five Consumer Decision Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision Making process has techniques that help consumers to manage the stage and then move onto the next one successfully. Eventually, the consumer moves to purchase (where we get excited to make the sale) but don’t underestimate how important the last stage (post purchase) is to making additional sales in the future. Below are guidelines that show basic techiniques used to target and manipulate each Consumer Decision Stage through advertising.
Below are some issues that you will want to consider as you evaluate each of the five chosen advertisements. Please remember that your goal is not simply to answer these questions, but to provide insights into the consumer’s decision making process that you feel would be useful to a marketing manager (e.g., if an ad triggered the consumer’s decision to purchase the product). Other areas to comment on would be level of involvement, etc.
|ConsumerDecisionMakingStage:||ConsiderationsforStage:||Common Ad Techniques:|
|ProblemRecognition|| What problems does this product solve for the consumer? • What triggered the decision to purchase this product? • Was this the first time the consumer purchased such a product?|
| Ask a question (What’s for dinner tonight?)|
Show before (actual state) and after (desired state)
Use the word “new” or “introducing” to initiate curiosity.
|InformationSearch||• Did the consumer seek information about the product and about various brands? How was this information collected, and how much information was collected? • Was the consumer searching for any advertisements for the product? Whatwastheconsumer’sreaction to theseadvertisements?|| Match amount of information with type of product.|
Direct consumers to website, free kit or other information venues.
Show role models that “look” like the target market.
Show the entire line of product offerings (all the flavors and colors, etc.)
|Evaluation of Alternatives||• How many alternatives were considered? How were they selected? • What features and characteristics of the product were most important to the consumer?|
• How important was the brand of the product to the consumer?
| Featuring specific variables that the product is known for (ex. Volvo=Safety). This is known as “positioning” a product.|
Competitive method (brand compares themselves to “leading brand or category”)
Comparative method (brand compares themselves to another brand by name (Coke vs. Pepsi)
• Did any other people play a role in the decision process? Describe the roles that each person played.
• How was the final choice determined? How carefully was the decision made?
• Where did the consumer make the purchase? Why? • Did the consumer pay full price for the product?
| Tell consumers where and how the product is sold.|
Offer many ways to pay for the product.
Offer sales promotion (coupons, rebates)
|Post-PurchaseEvaluation||• How is the product used and consumed? How does the consumer feel when he or she uses the product?|
• What is the meaning of this product to the consumer?
Does it merely
serve a function for the consumer, or does it say something about who the consumer is?
| Show awards the brand has won.|
Show how a brand should be consumed.
Allow consumers many ways to return the product.
Allow consumers to easily provide feedback.
This assignment asks you to find one ad that addresses each of the needs of the five stages (in other words five different ads). This means that there must be five different ads for the total project, one for each stage (all ads are different from one another). Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage.
First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS (NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the power point slide (NO LINKS). Hereistheformat of thepresentation:
Slide 1: Name, date
Slide 2: Problem Recognition Ad
Slide 3: Explanation why it addresses this stage
Slide 4: Information Search Ad
Slide 5: Explanation why it addresses this stage
Slide 6: Evaluation of Alternatives Ad
Slide 7: Explanation why it addresses this stage
Slide 8: Product Choice (Purchase) Ad
Slide 9: Explanation why it addresses this stage
Slide 10: Outcomes(Postpurchase) Ad
Slide 11: Explanation why it addresses this stage
Slide 12: Conclusion
In the conclusion of the slide presentation choose which ad is most effective (overall) and why.
Logistics Run Down:
-No more than 18 slides in length (includes cover page and bibliography)
-Include a cover page and bibliography of sources. Outside sources (esp. learning resources from weeks covered) are encouraged to be cited and used.
-Organize and utilize the headings given above.
-No more than 2 grammatical/spelling errors are allowed (please proof before submitting).
-Text is required to be in Times Roman, 12 ptfont, double space the text.
– Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such.
|ASSIGNMENT: Complete your major course project by submitting your Persuasive Research Report, using the same topic you chose in your Proposal for Research (WA2) and Annotated Bibliography (WA6).|
Your WA8 assignment will serve as an Authentic Assessment–instead of a final exam–in which you are expected to show practical mastery of all lessons throughout WRTG 394.
Use at least six research sources of academic quality (with at least five secondary sources). [See academic-quality sources under Course Cotent> Course Resources > Assignment Guidance.]
Document all sources in full, correct APA style, with both in-text citations and a complete list of References
AUDIENCE: The target reader for this document is your instructor, plus the decision-maker who will receive your Research Persuasive Report for a final action decision.
FORMAT: Use complete and correct APA style throughout, with 12-point regular Times New Roman font and double-spacing in a Word document (.docx). Your paper should contain all basic elements of a complete formal report:
table of contents
list of illustrations
executivesummary (maximum = 125 words)
body (with in-text citations)
KEY GRADING FACTORS:
Makes a strong case that a problem or need must be addressed
Gives a well-balanced analysis of key alternatives
Delivers a compelling solution with power and persuasion
Is highly organized with clear structure and sub-headings plus overall unity
Develops a solid thesis with topic sentences
Has high readability with short words, sentences, and paragraphs; concrete language; and strong flow and good coherence
Is easy to understand with language that is clear, simple, and down-to-earth, plus strong focus on one big idea (theme)
Expresses most points strongly and clearly with specific details, hard facts, and concrete examples
Shows strong audience awareness, and links the topic to understanding and needs of the reader
Backs up statements very strongly with good evidence linked directly to research sources
Uses six or more academic-quality (scholarly) secondary research sources
Has no errors in document format
Gives full, correct APA citations (both in-text and Reference) for all research sources
Has no typos, misspellings, or errors in English mechanics or overall format
LENGTH: Minimum 2,500 words; maximum 3,000 words (total about 10-to-12 double-spaced pages). NOTE: The main text itself (Introduction, Body, and Conclusion) should be at least 2,000 words long (about 8 pages)
Following is a list of ethical issues that are significant in most workplaces and issues that are often associated with ethical dilemmas in organizations.
· -being penalized for refusing to do something in violation of common morality
· This is the topic I pick
Final Project: (35%)
In this two-phased final assignment, students will select a topic from the Unique Ethical Issues from weeks 3, 5, and 7, research the topic and discuss the ethical dilemma in detail.
Phase 1: (5%)
In week 4, students will submit to the Assignment Folder a brief one page paper that identifies the unique ethical issue, the ethical dilemma and the traditional theories that will be used to suggest potential resolution of the dilemmas.
|Assignment 3 |
In assignment 3, the saga of Joseph Dunn’s leadership at Dunn’s Ski Emporium and The Deli continues. George Atkins is getting ready to retire and Dunn has prepared for a clean transition. Dunn has hired you as a consultant to help create the transition organization.
Students will analyze the case study and then write a consultancy report applying concepts and ideas learned throughout the course. Students are expected to effectively use a wide range of the course readings in completing the paper, which means the course readings are used to support ideas and reasoning rather than as stand-alone statements.
The purpose of this assignment is two-fold. First, students will learn how to write a consultancy report and second, students will link the concepts of Dunn as a social architect, change agent, and individual to Dunn as a relationship builder.
develop and implement methods for establishing a constructive organizational structure and culture that fosters positive employee and employer relationships
assess the interactions between the external environment and the organization to foster responsible and effective leadership and organizational practices
Students will act as a consultant hired to help Dunn address his role as a relationship builder. Interface the plan you created in Assignment #1- The Role of a Leader, with Dunn’s need to address the potential threats to workforce harmony. Emphasize his role as leader and what he can do to build a relationship with his employees so that he empowers his managers and workforce to implement his vision for the company. Students are expected to be realistic in applying the concepts from the course to expand Dunn’s environment and leadership role. Remember that in order to determine strategic direction, the leader must look inward, outward, forward and beyond.
Step 1: Review “How to Analyze a Case Study” under Week 4 Content.
Step 2: Create a Word or Rich Text Format (RTF) document that is single-spaced, double spaced between paragraphs, 12-point font. The final product will be between 6-8 pages in length excluding the title page and the reference page.
Step 3: Review the assignment grading rubric.
Step 4: Followthisformat:
1. Title page with title, your name, the course, the instructor’s name;
2. Use the following format found in this document:
3. Use headings such as those provided in the Outline for the Consultancy Report.
Step 5: In writing a case study, the writing is in the third person. What this means is that there are no words such as “I, me, my, we, or us” (first person writing), nor is there use of “you or your” (second person writing). If uncertain how to write in the third person, view this link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-person
Step 6: In writing this assignment, students are asked to support the reasoning using in-text citations and a reference list. A reference within a reference list cannot exist without an associated in-text citation and vice versa. View thesample APA paperunderWeek 1 content.
Step 7: In writing this assignment, students are expected to paraphrase and not use direct quotes. Learn to paraphrase by reviewing this link: https://writing.wisc.edu/Handbook/QPA_paraphrase2.html
Step 8: Read critically and analyze the scenario provided under Week 8 Content.
Step 9: Jot down or highlight key facts from the scenario. Consider making an outline to capture key points in the paper.
Step 10: In your paper, respond to the following elements of leadership and plan design:
In your paper, respond to the following elements of the consultant’s report:
Discuss the history of the companies before and after the merger to the present (including discussion of present status of businesses);
Identify and discuss the consultant’s observations regarding Dunn’s role as social architect in the business’ future;
Identify and discuss the consultant’s observations regarding Dunn’s 21st century leadership challenges (change, diversity, knowledge management etc.) currently in the business;
Have the consultant draw conclusions based on the case facts and readings from the observations of Dunn’s role as social architect;
Have the consultant draw conclusions based on the case facts and readings from the observations Dunn’s leadership challenges;
Make recommendations for Dunn on both areas based on the conclusions as to how Dunn can meet his social architect role and leadership challenges;
Step 11: Using the grading rubric as a comparison, read through the paper to ensure all required elements are presented.
Step 12: Proofread the paper for spelling and grammatical issues, and third person writing.
Use the spell and grammar check in Word as a first measure;
Have someone who has excellent English skills to proof the paper;
Consider submitting the paper to the Effective Writing Center (EWC). The EWC willprovide 4-6 areasthatmayneedimprovement.
Assignment #3: Dunn’sEmporiumExperiencesGrowth
Dunn’s Emporium is going gangbusters and George who owns the deli next door is getting ready to retire. Dunn is in the process of acquiring The Deli. Although most of the local long-time employees at Dunn’s and The Deli have been on board with the merger some employees have never been happy.
The Deli people did not trust the new ice cream manager because of his age. Fresh out of culinary school, John Levitz, at age 22 became the ice cream manager. Ice cream was one of The Deli’s biggest iconic menu offerings. The ice cream is homemade and The Deli offers a special flavor each week. John has big ideas in expanding the ice cream business by having classes and opportunities for customers to make their own flavors. He is passionate about his job but sometimes rubs the older employees the wrong way. He can be arrogant about his skill. He thinks he is being confident. The chef at The Deli is jealous of the newcomer because he has wanted to change the menu for some time. He thinks that George’s retirement will be the demise of his dreams because the new General Manager that is working with George is not on board with innovation. His attitude is “if isn’t broken don’t fix it.” However, the new General Manager tells Dunn and George that he is happy with making changes.
Dunn’s sporting goods has had a change of employment as well and a new group of South American immigrants has come to work at the Emporium. Dunn is impressed with the wonderful skills of the workers as they display outstanding repair work and the group’s work ethic as seen by their willingness to work long hours during the ski season is impressive. Dunn’s long term employees agree that the new employees are a good addition to the staff but find working with the group hard because they are not able to understand Spanish and sometimes it creates problems in communicating order information. Also, the group tends to stick together. They even eat lunch together despite attempts by the other employees to get them to join in with the rest of the group. There seems to be a growing frustration on the part of the original group. What neither the original employees nor Dunn know is that because of the language barrier the new South American employees are apprehensive about being included in the group because they cannot speak English well and do not know how to break the language barrier. What the original employees do not know as well is that Esteban Enrique has asked to be promoted to the vacancy as head of the second shift in the repair shop. Dunn has concerns that if Estaban is promoted that it might be hard to keep the cohesiveness of the group. He is especially concerned because his nephew who works the evening shift during the off season would like the job. In short, Dunn has to revisit his organizational structure, culture and vision to make the changes necessary to prevent future problems with the business. Further, he hasn’t told anyone but he wants to put in new software to monitor the staff hours, payroll, and business sales. It will make information gathering much easier but will require some staff scheduling changes and authority delegation.