PApPERs

Consumer Decision Making Stage:

Considerations for Stage:

Common Ad Techniques:

Problem Recognition

· 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?  

Information Search

· 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.

Information Search

• 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?  What was the consumer’s reaction to these advertisements?  

· 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.)

· Testimonials, 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)

Product Choice

• 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.

· Divide payments.

· Offer sales promotion (coupons, rebates)

Post-Purchase Evaluation

• 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.

· Reward consumers loyalty

PAPER TWO

Instructions

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).  GUIDANCE:  

· 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:

· cover page

· table of contents

· list of illustrations

· executive summary (maximum = 125 words)

· introduction

· body (with in-text citations)

· conclusion

· References list

· appendices

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)

PAPER THREE

Instructions

Assignment 3

Purpose:

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.

Outcomes Met:

· 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

Perspective:

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.

Instructions:

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:  Follow this format:

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 the sample APA paper under Week 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 will provide 4-6 areas that may need improvement.