analyze advertisements via various different media channels by applying basic concepts in consumer psychology and buyer behavior covered in class.
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[MKT 787] Term Paper Guidelines and Rubrics
1. General Information
The topic of the term paper is to analyze advertisements via various different media channels by applying basic concepts in consumer psychology and buyer
behavior covered in class.
First, choose a specific brand and product. Each team should email the name of the brand and product to the instructor by April 1.
Second, find at least 6 advertisements (i.e., 2 advertisements from each of the following channels) for the chosen product channel.
1) Print (newspapers, magazines, etc.)
2) Broadcast (television, radio)
3) Online (websites, web videos, pop-ups, social networking sites, etc.)
Third, analyze each of the advertisements in detail by using the following concepts in consumer psychology and buyer behavior covered in class.
1) Consumer Motivation & Personality
2) Consumer Perception
3) Consumer Learning (Not required for the first draft)
4) Attitude Formation and Change (Not required for the first/second draft)
5) Social and Cultural Settings (Not required for the first/second draft)
Fourth, summarize the advertising strategy used for the chosen product. (Not required for the first/second draft)
Last, suggest how to improve the advertisements based on the concepts in consumer psychology and buyer behavior covered in class. (Not required for the
first/second draft)
1) Objective
The term paper is designed to integrate the entire material covered in class. The term paper will help students to apply the concepts covered in class and improve
their critical thinking and written communication skills.
2) Format
Each group needs to hand in the first (maximum of 15 pages – not including references, double-spaced, 12-point font, 1-inch margin on all sides), second, and third
drafts and the final paper (maximum of 30 pages – not including references, double-spaced, 12-point font, 1-inch margin on all sides). In preparing your paper, be
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sure to footnote or reference the original sources (APA style) that you took your information from. Please do not summarize information without giving credit to
the source from which it was taken. A website link to the APA Style Guide is available on Moodle.
3) Collaboration
Each member of a group will get the same points for the short papers and final report, assuming equal contributions by each group member. However, the student’s
individual score will also depend on his or her relative contribution. In order to evaluate the relative contribution, students will be required 1) to write down
group meeting time, place, members attending, discussion topics, link to a Google Doc, etc. on the group’s wiki on Moodle, 2) to include a summary describing
which part was done by each member at the time the short papers, the final paper, and the PPT slides are submitted, and 3) to complete the confidential peer/self
evaluation on Moodle at the end of the semester.
Please use Google Docs to collaborate more effectively with your team members. Google Docs makes it possible for a team to work on the same document at the
same time. If you want to consult the instructor before you submit your paper, please email the instructor after adding the instructor as a viewer. The Website links
for “How to use Google Docs” will be available on Moodle.
4) Submission
One of the group members should upload each paper for the whole group on Moodle before 11:59 PM on the due date. Please make sure a different member
submits each paper (i.e., 1st Draft, 2nd Draft, 3rd Draft, Final Paper). Hard copy is NOT accepted.
Late submission will NOT be accepted. In a rare case of a late submission being accepted by the instructor, 10% of the total points will automatically be deducted
each day after the due date.
2. Rubric
Papers will be evaluated based on: 1) the level of understanding of the concepts in consumer psychology and buyer behavior covered in class, 2) the ability to
analyze ads by applying the concepts, 3) the ability to think critically and suggest how to improve the ads based on consumer psychology, and 4) the ability to
write clearly and effectively.
Section Evaluation Criteria 3 points 2 points 1 point 0 points
Analysis of
Ads
Consumer
Motivation
&
Personality
(6 points)
Understanding
Demonstrates a
sophisticated level (90-
100%) of
understanding of
“Consumer Motivation
& Personality”
Demonstrates an
acceptable level (70-
89%) of understanding
of “Consumer
Motivation &
Personality”
Demonstrates a lack
(below 70%) of
understanding of
“Consumer Motivation
& Personality”
No attempt made
Analysis Analyzes the ads by
applying relevant
Analyzes the ads by
applying relevant
Analyzes the ads by
applying concepts of
No attempt made
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concepts of “Consumer
Motivation &
Personality” and
provides support
concepts of “Consumer
Motivation &
Personality,” but gives
little or no support
“Consumer Motivation
& Personality” that are
not relevant and gives
little or no support
Consumer
Perception
(6 points) Understanding
Demonstrates a
sophisticated level (90-
100%) of
understanding of
“Consumer Perception”
Demonstrates an
acceptable level (70-
89%) of understanding
of “Consumer
Perception”
Demonstrates a lack
(below 70%) of
understanding of
“Consumer Perception”
No attempt made
Analysis
Analyzes the ads by
applying relevant
concepts of “Consumer
Perception” and
provides support
Analyzes the ads by
applying relevant
concepts of “Consumer
Perception,” but gives
little or no support
Analyzes the ads by
applying concepts of
“Consumer Perception”
that are not relevant
and gives little or no
support
No attempt made
Consumer
Learning
(6 points) Understanding
Demonstrates a
sophisticated level (90-
100%) of
understanding of
“Consumer Learning”
Demonstrates an
acceptable level (70-
89%) of understanding
of “Consumer
Learning”
Demonstrates a lack
(below 70%) of
understanding of
“Consumer Learning”
No attempt made
Analysis
Analyzes the ads by
applying relevant
concepts of “Consumer
Learning” and provides
support
Analyzes the ads by
applying relevant
concepts of “Consumer
Learning,” but gives
little or no support
Analyzes the ads by
applying concepts of
“Consumer Learning”
that are not relevant
and gives little or no
support
No attempt made
Attitude
(6 points)
Understanding
Demonstrates a
sophisticated level (90-
100%) of
understanding of
“Attitude”
Demonstrates an
acceptable level (70-
89%) of understanding
of “Attitude”
Demonstrates a lack
(below 70%) of
understanding of
“Attitude”
No attempt made
Analysis
Analyzes the ads by
applying relevant
concepts of “Attitude”
and provides support
Analyzes the ads by
applying relevant
concepts of “Attitude,”
but gives little or no
support
Analyzes the ads by
applying concepts of
“Attitude” that are not
relevant and gives little
or no support
No attempt made
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Social and
Cultural
Settings
(6 points)
Understanding
Demonstrates a
sophisticated level (90-
100%) of
understanding of
“Social and Cultural
Settings”
Demonstrates an
acceptable level (70-
89%) of understanding
of “Social and Cultural
Settings”
Demonstrates a lack
(below 70%) of
understanding of
“Social and Cultural
Settings”
No attempt made
Analysis
Analyzes the ads by
applying relevant
concepts of “Social and
Cultural Settings” and
provides support
Analyzes the ads by
applying relevant
concepts of “Social and
Cultural Settings,” but
gives little or no
support
Analyzes the ads by
applying concepts of
“Social and Cultural
Settings” that are not
relevant and gives little
or no support
No attempt made
Section 8 points 6 points 4 points 2 point 0 points
Suggestion
(8 points)
Suggests how to
improve the ads which
are relevant to the
target market and
positioning of the
brand/product in a
highly detailed manner
Suggests how to
improve the ads which
are relevant to the
target market and
positioning of the
brand/product in a
fairly detailed manner
Suggests how to
improve the ads which
are relevant to the
target market and
positioning of the
brand/product
Suggests how to
improve the ads which
are not relevant to the
target market and
positioning of the
brand/product
No attempt made
Writing Mechanics
(6 points)
–
Demonstrates well-
organized writing with
clear, concise, and
grammatically correct
sentences
Demonstrates relatively
well-organized writing
with clear, concise, and
grammatically correct
sentences and only a
few errors
Demonstrates a lack of
writing skill
No attempt made
Total: 44 points
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[MKT 787] Final Presentation Evaluation Form
Very
Weak
Needs
Improvement Fair Good Excellent
Time Management
– Finish the presentation in 13-17 minutes
– Allocate your time effectively for the required sections
– Have PPT slides and other audiovisuals ready for the presentation
——-1——- ——-2——- ——-3——- ——-4——- ——5——
PPT
– Use the text on the slides as a prompt for the original narration
– Use large enough fonts to be read from a distance
– Use good contrast between the font colors and background colors
– Make no mechanical or grammatical errors
——-2——- ——-4——- ——-6——- ——-8——- ——10——
Voice
– Project your voice to be heard clearly by the audience
– Use varied tones to emphasize important points
——-2——- ——-4——- ——-6——- ——-8——- ——10——
Eye-Contact
– Keep well-balanced eye contact with the audience
– Do not read from your notes/power point slides
– Do not keep eye contact only with the instructor
——-2——- ——-4——- ——-6——- ——-8——- ——10——
Attitude
– Present with enthusiasm
– Present with assurance and confidence
– Be poised
– Maintain a straight posture
——-2——- ——-4——- ——-6——- ——-8——- ——10——