- If you are choosing to do the final individual assignment, it is due no later than 11:59pm, Sunday.
- This assignment asks you to apply materials we covered in the chapter on Information Search (Module 11, Ch. 15).
- Please carefully read the assignment and submit your properly named and formatted Word document by clicking above.
- IMPORTANT: You also need to hand in a hard-copy of your Assignment #4 at the start of class on Monday (11/25). This is a mandatory requirement in addition to submitting it on Blackboard. Please make sure you have a properly formatted, stapled paper to hand in.
- As with the other written assignments this session, you should not do any additional external research for this assignment.
ASSIGNMENT 4: Information search assignment (also described in your syllabus)
Choose two of the following product categories (i.e., select two of the five below):
i. Automobiles
ii. Energy drinks
iii. Fast food restaurants
iv. Auto insurance providers
v. Snack foods
For each product category separately answer the following questions:
1. Name the specific brands that are in your (a) awareness set, (b) consideration (evoked) set, (c) inert set, and (d) inept set. For each of the four sets explain: why this many, why these ones specifically – As you do this, don’t just make a list of these brands – explain the make-up/composition of your four sets!
2. Discuss in what ways you think each of your four sets (separately) will differ/be the same as other students’ in this class (i.e., compare/contrast the specific brands, number of brands, etc. in each of the four sets separately).
Finally (for just one product category):
3. **Choose one of the brands in one of the product categories you listed above and discuss how this specific information set information could be relevant to that company’s specific marketing activities for the brand (i.e., how could the information about the four sets from part 1 and 2 be used by the marketer?)
Grading emphasis:
Highly competent papers will be properly formatted and carefully proofread. The paper should be based on your ideas and analyses and not use any external research. The content should be organized using sections, headings and subheadings.
Highly competent papers will use your knowledge as a consumer as the source material.
Highly competent papers will include a clear and complete description of the brands in each set in question 1. These papers will provide a discussion of the composition of each set and will reflect your actual knowledge of the product categories. Question 2 should compare and contrast your sets to your classmates. Highly competent papers will do this for all four sets for both product categories and should reflect an understanding of what influences these sets for different people.
Finally, highly competent papers will demonstrate how the specific information you provided in questions 1 and 2 could be used by a marketer in terms of specific marketing activities. I will be looking for how you discuss this for one brand in one product category only. Make sure your file is a properly named Word document (with your last name as part of
the file name) and that it is formatted as required! All written work must be doublespaced, use 12 pt. Times-Roman font, and have page numbers and one-inch margins and
your name on the paper. It must be organized in sections with headings and subheadings. Please be thorough and specific in your answer to all parts of these questions. You should use
relevant concepts from class and the textbook. However, you SHOULD NOT do external
“research” for the assignments. You do not need to cite the textbook or PPT slides/lectures. information search for chapter 15 materials include external research internal research extent of search information search sets