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how society has been trying to influence consumption of a *product from a *social marketing perspectiveHey so i need to write this research paper in a powerpoint view and i am gonna attached the required instructionsResearch Project Information
Optional: You may work Individually or in a Group
You can choose to either work individually OR in a group (can be 2, 3, or 4 students).
You must decide by June 15 @ 11:59 pm.
Once the June 15 deadline has passed, your decision will be considered FINAL – this means if you signed up for a group, you cannot abandon your group and you cannot kick out members.
If you choose to work in a group: You should aim to resolve disputes within your group (if any) as early as possible. If you are unsatisfied with the direction the group is taking, make your voice heard. If you believe a member of the group is not contributing sufficiently, tell this person as soon as you can. Groups should try to resolve any disputes on their own. I will intervene only if intra-group resolution efforts fail, and only if requested by one or more group members. I reserve the right to lower the individual grade of any group member who has not contributed a reasonable share to the group project. If your group members say you did not contribute at all to the project, you will get a zero. The onus is on you to contribute 100% toward the success of the project and to work well with your team members.
Project Instructions
Research Topic
For this project, you will research about how society has been trying to influence consumption of a *product from a *social marketing perspective.
*Marketing Definitions: A “product” is any good, service, or idea that can be offered to a market to satisfy a want or need. “Social marketing” is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefit of individuals and society as a whole.
Choose a social marketing goal below that interests you:
• Discourage/reduce consumption of [choose a potentially harmful product to society – (examples: of alcohol, cigarettes, e-cigarettes, drugs, sugary soft-drinks, sugary foods in general, texting while driving, drinking and driving, drinking in general, binge drinking,
piracy of media online such as music/videos/books, guns, speeding in a car, littering, online bullying, gambling, etc.)]
• Encourage/increase consumption of [choose a potentially helpful product to society – (examples: wearing a seatbelt, wearing a helmet, wearing masks during COVID-19, social distancing during COVID-19, voting during elections, using child car seats, donating blood, getting an annual mammogram screening for breast cancer, carpooling, using public transportation, etc.)]
You can choose any social marketing topic you want, however keep in mind:
• You need to have a specific type of consumer in mind for this project. For example, you can answer this topic personally (e.g. you smoke too many cigarettes, you drink too much alcohol, etc.) and/or you can choose a target market/group to research about (e.g. students consume too many energy drinks).
• This project requires you to analyze 5 advertisements aimed at consumers of these products (if your chosen topic is to discourage, then you need to find advertisements that discourage consumption; alternatively if your chosen topic is to encourage/increase consumption then you need to find advertisements that encourage/increase consumption of your chosen product). Thus, before you choose your topic, I suggest you make sure you can find at least five advertisements about the product you are interested in online. Optional: If there are not any advertisements (or enough advertisements) currently available and you still want to do this topic, you can create your own advertisements to analyze.
Project Outline (100 points possible)
• Formatting, Creativity, Mechanics, Research (10 points)
o You must create major Headings and Subheadings to organize your PowerPoint report and you must organize each title page/heading using PowerPoint sections: Instructions for how to Organize your PowerPoint slides into Sections
o There is NO slide limit; use as many slides as you need to make a visually compelling story.
o Font should be a minimum size of 14
o You can be as creative as you want, however please have some common sense with your design choice and try to make it look neat and professional (e.g. don’t have your entire report in all capital letters, cursive font, or neon green colors)
o You should aim to include a mixture of pictures, text, SmartArt, charts, etc.
o As this is a research project, you should aim to include at least 10 outside sources/references to support the findings of your report. At the end of your report, please include a list of references used. You can use any referencing style format you want.
1. Background (15 points)
o Create an effective introduction which includes an attention-getter, thesis/claim, context/background, and a preview of the PowerPoint report.
o Introduce your Topic and your Target Market
o Describe your Target Market (think about motivation, personality, attitudes, culture, values, demographics, social stratification) and relate it to your topic.
o Discuss why this is an important social marketing topic (i.e. why would society want to reduce or encourage consumption of this product)?
o Does the government (or other relevant groups) have any strategies concerning consumption of this product and what are its key aspects? Drawing on what you know about your target market, which policies do you think are most likely to prove effective?
2. Cause (35 points)
o Research about how and why your Target Market consumes this product
o How were consumers first introduced to this product? How is consumption of this product portrayed in popular media (e.g. TV shows, movies, news, etc.)?
o Think about the consumer decision process and how your target market justifies the use and desire for this product at each stage.
o Identify at least 2 important reference groups for your target market and describe the effects they have on your target market’s behavior with consumption of this product. Explain why some reference groups may be more influential than others.
o Identify at least 4 consumer behavior theories (e.g. Learning and Memory, Attitudes, Perception, Postpurchase processes, Motivation, Culture, etc.) you could draw on to identify the function(s) that [chosen product] fulfills for you personally and/or your chosen target market/group and the means by which you/they seek to justify your/their high/low levels of [chosen product] consumption.
3. Intervention (35 points)
o Find 5 Advertisements aimed at your chosen product (Optional: If there are not any advertisements (or enough advertisements) currently available and you still want to do this topic, you can create your own advertisements)
o Essentially, you should be looking for different types of advertising campaigns that government/independent consumer groups will put out to influence the consumption habits of consumers of your chosen product. If your chosen topic is to discourage consumption of the product (e.g. drinking and driving), then you need to find advertisements that discourage consumption of your chosen product (e.g. don’t drink and drive advertisements); alternatively if your chosen topic is to encourage/increase consumption (e.g. practice social distancing during COVID-19) then you need to find advertisements that encourage/increase consumption of your chosen product (e.g. advertisements that encourage people to practice social distancing).
o Analyze and describe each advertisement using theories you have learned in this class.
o Which campaigns (if any) do you think would be effective in influencing the consumption habits of your chosen target market and which campaigns (if any) would NOT be effective in influencing the consumption habits of your chosen target market? Why?
4. Recommendations (5 points)
o Create an effective conclusion that ties back to the introduction’s attention-getter, thesis/claim, context/background, and summarizes the essay’s main ideas.
o Based on your research, what recommendations do you have for marketers trying to influence consumption of [chosen product] for your target market?
Deliverable: PowerPoint Report
• Do not put any major content in the Notes section, only content shown on the slides will be graded. However, you can put your references/research used (any format you want) within the notes section.
• Do not include any animations, assume the report will be read as a printout.
• Upload both a PowerPoint and PDF copy of your final report.
• If working in a group, only one person in your group needs to submit the project.
Minimum Expectations
1. Fully answer the questions asked in the project outline and make a serious effort to make it insightful and interesting to read.
2. Make sure you do outside research to guide your report (minimum of 10 references should be used). Do not just rely on generic statements such as “nowadays” or “this is obviously” – find actual examples and evidence to support your story.
3. Clearly identify and explain relevant consumer behavior concepts (as many as you can, and from each chapter) and make sure they are easily found by formatting concepts either in all CAPS, bolded, underlined, and/or italicized.
4. Format your report with headings, subheadings, paragraphs, bullet points, bold/underline, etc. to make it easy to read. You should be telling a story (E.g. have an introduction, body, and conclusion), and there should be clear transitions between each topic. There is no slide limit, so feel free to have title slides, transition slides, etc.
5. Add visual interest by adding relevant pictures, SmartArt, and/or tables.
6. Upload both a PDF and PowerPoint copy of your report.