5. Was the research question clear to you? _ Yes _ No

Planning Guide Sheets Standard 5.00

Page 5-1 Section 5

Week # ______

Day(s) to teach:

B

5.00

CHANNEL MANAGEMENT, SELLING, PROMOTION, MARKETING-

INFORMATION MANAGEMENT, COMMUNICATION, AND ECONOMICS

48%

5.00 Understand promotion, marketing-information management and communication.

5.01 Understand the use of an advertisement’s components to communicate with targeted audiences. (PR:014), (PR:251)

5.02 Manage stressful situations to minimize negative workplace interactions.

(EI:028) (SUPPLEMENTAL)

5.03 Understand the use of public-relations activities to communicate with targeted audiences. (PR:252), (PR:253) (SUPPLEMENTAL)

5.04 Understand the use of trade shows/expositions to communicate with targeted audiences. (PR:254), (PR:255) (SUPPLEMENTAL)

5.05 Manage promotional activities to maximize return on promotional efforts.

(PR:073), (PR:076)

5.06 Evaluate marketing research procedures and findings to assess their credibility. (IM:292), (IM:293), (IM:428)

5.07 Write internal and external business correspondence to convey and obtain information effectively. (CO:091)

16%

4%

0%

0%

0%

4%

5%

3%

Marketing Applications Course Guide

© 2012, MBA Research and Curriculum Center®

Section 5


Page 5-2

5.01(A) Understand the use of an advertisement’s components to communicate with targeted audiences. (PR:014),

Week#_______

Day(s) to teach:_________

K

nowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

21 st

Skills

SCANS

Century

Objectives

Performance

Activity

Resources

Textbooks

Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome

Understand the use of an advertisement’s components to communicate with targeted audiences.

Explain the components of advertisements (PR:014)

Specialist

Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 12

Critical Thinking & Problem Solving 1,3 a. Define the following terms: headline, illustration, identification, copy, layout, and white space. b. Explain the purpose of each element in an advertisement. c. Describe the purpose of an ad’s layout. d. Identify approaches businesses can use with headlines to achieve the ad’s objectives. e. Explain ways businesses can use illustrations in advertisements to focus rea der’s attention on the product. f. Describe copy techniques that businesses can use to create desire for a product in a print advertisement. g. Identify types of information contained in the identification element of advertisements.

Provide materials for students to use to select an advertisement (e.g., magazines, newspapers, online access). Tell students to choose an advertisement and to identify each of its elements and the way that each of the elements has been used to achieve the objectives of the advertisement.

Ask students to examine the effectiveness of the advertisement’s elements and to explain their opinions to a classmate. Tell students to keep the advertisement for a future activity.

Arens, W.F. (2004). Contemporary advertising (9 th ed.) [pp. 406-423]. New

York: McGraw-Hill Irwin.

Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 537).



Section 5

Software/

Online


Page 5-3

Mason, OH: South-Western Cengage Learning.

Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s edition (2 nd ed.) [pp. 507-512]. Tinley Park, IL: Goodheart-Willcox

Company, Inc.

Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials

(pp. 422-433). Woodland Hills, CA: Glencoe/McGraw-Hill.

Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising procedure (16 th ed.) [pp. 477-503, 524-526]. Upper Saddle River, NJ:

Pearson/Prentice Hall.

O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand promotion (5 th ed.) [pp. 382-400, 408-425]. Mason, OH: South-

Western Cengage Learning.

Bear, J.H. (2011). How to ad white space.

Retrieved May 26, 2011, from http://desktoppub.about.com/cs/designprinciples/ht/white_space.htm

Bear, J.H. (2011). Parts of an ad.

Retrieved May 26, 2011, from http://desktoppub.about.com/od/ads/a/ad_parts.htm

Brassil, M. (2001-2011). Writing effective do-it-yourself advertising copy.

Retrieved May 26, 2011, from http://www.websitemarketingplan.com/small_business/adcopy.htm

Dooley, R. (2008, January 29). Why good advertising copy works . Retrieved

May 26, 2011, from http://www.neurosciencemarketing.com/blog/articles/why-good-ad-copyworks.htm

Essential elements of advertising . (n.d.). Retrieved May 26, 2011, from http://www.angelfire.com/mo3/monica7/

Fisch, D. (n.d.). Elements of a successful print ad.

Retrieved May 26, 2011, from http://www.velocitymediainc.com/successfulad.html

Hauser, J. (2011). Creating the perfect advertising headline . Retrieved May

26, 2011, from http://ezinearticles.com/?Creating-the-Perfect--

Advertising-Headline&id=544676

Small Business Management. (n.d.). Writing advertising copy . Retrieved May

26, 2011, from http://www.bizmove.com/marketing/m2j3.htm



Section 5

Week#______

Day(s) to teach:______

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21 st Century

Skills

Objectives

Performance

Activity

Resources

Textbooks


Page 5-4

5.01(B) Understand the use of an advertisement’s components to communicate with targeted audiences.

(PR:251)


Understand the use of an advertisement’s components to communicate with targeted audiences.

Explain the importance of coordinating elements in advertisements (PR:251)

Specialist

Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12

Critical Thinking & Problem Solving 1,2,3 a. Discuss the impact of color on an advertisement’s message. b. Explain how the image/art used in an advertisement can support or detract from an ad’s message/product being sold. c. Discuss how the copy should coordinate with the headline. d. Describe how white space affects the elements of advertisements. e. Explain how the consistent use of design across media helps to promote brand identity. f. Discuss the role of typography in creating brand identity. g. Describe the impact of layout in creating brand identity. h. Explain the importance of coordinating an ad’s style with its other elements.

Make copies of the handout entitled We’re in This Together found on page

5-134 —one per student.

Ask students to get the advertisement they used in the previous activity and to use it to respond to the questions on the handout.

When students have finished their analyses, team up students in pairs to discuss their findings. Tell students to submit the completed handout to you.

Arens, W.F. (2004). Contemporary advertising (9 th ed.) [pp. 411-416, 446-

449]. New York: McGraw-Hill Irwin.

Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 536-

537). Mason, OH: South-Western Cengage Learning.


Company, Inc.




Section 5

Software/

Online


Page 5-5


Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising procedure (16 th ed.) [pp. 515-529, 547-554]. Upper Saddle River, NJ:




Berry, T. (1996-2011). Brand standards create consistent image and identity.

Retrieved May 26, 2011, from http://articles.mplans.com/brandstandards-create-consistent-image-and-identity/

Brennan, M. (2011). What color is your advertising? How color theory can make your marketing more effective . Retrieved May 26, 2011, from http://ezinearticles.com/?What-Color-Is-Your-Advertising?-How-Color--

Theory-Can-Make-Your-Marketing-More-Effective&id=1115718

BusinessKnowledgeSource.com. (2003-2010). White space in advertising.

Retrieved May 26, 2011, from http://www.businessknowledgesource.com/marketing/_white_space_in_ advertising_021990.html

Ferree, E. (2011). Font basics for branding your small business . Retrieved

June 3, 2010, from http://ezinearticles.com/?Font-Basics-for-Branding--

Your-Small-Business&id=209877

Fischel, C. (2001-2011). Typographic branding.

Retrieved May 26, 2011, from http://www.itcfonts.com/Ulc/2811/TypographicBranding.htm

Professional Advertising (n.d.). The elements of design: How design works to bring you customers. Retrieved May 26, 2011, from http://www.myprofessionaladvertising.com/The%20Elements%20Of%20

Design.htm

Q2 Interactive Marketing & Design. (2008, August 28). The importance of color in branding and advertising . Retrieved May 26, 2011, from http://q2interactive.wordpress.com/2008/08/29/the-importance-of-colorin-branding-and-advertising/

Rhoads, J.S. (2007). Design elements that create consistent visual identities in advertising: A qualitative content analysis f beauty product campaigns comparing magazine advertisements with their web sites.

Retrieved May

26, 2011, from http://etd.fcla.edu/UF/UFE0020800/rhoads_j.pdf



Section 5

We’re in This Together

Page 5-6

1. How does the use of color in the advertisement impact its message?

2. Does the image/art used in the advertisement support or detract from the message/product being sold? Explain.

3. In what ways does the copy coordinate with the headline?

4. How does the use of white space affect the advertisement’s elements?

5 . How did the advertiser use typography to create brand identity?

6. How did the advertiser use the ad’s layout to create brand identity?

7. Did the advertiser coordinate the ad’s style with its other elements? Explain.



Section 5

Planning Guide Sheets

Page 5-7

5.02 Manage stressful situations to minimize negative workplace interactions. (EI:028)

(SUPPLEMENTAL)

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

21 st

Skills

SCANS

Century

Objectives

Performance

Activity

Resources

Textbooks

Understands techniques, strategies, and systems used to foster selfunderstanding and enhance relationships with others

Manage stressful situations to minimize negative workplace interactions.

Explain the nature of stress management (EI:028) (SUPPLEMENTAL)

Specialist

Information 7; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 9,12; Personal

Qualities 14,16-17

Initiative and Self-Direction 5; Health Literacy 1,2,4 a. Define the terms stress and burnout. b. Describe signs of employee stress. c. Discuss causes of employee stress. d. Explain how stress can lead to burnout. e. Describe types of programs that companies can use to identify and alleviate employee stress. f. Explain wellness programs that can be used to prevent employee stress.

Tell students to talk with a business partner about the causes of stress at her/his business and to find out what measures the company takes to alleviate employee stress. Ask students to report their findings to the class, comparing their findings with those of classmates.

Bailey, L.J. (2007). Working (4 th ed) [pp. 459-461]. Mason, OH: South-


Dalton, M., Hoyle, D.G., & Watts, M.W. (2006). Human relations (3 rd ed.) [pp.

478-481, 504-507]. Mason, OH: South-Western Cengage Learning.

Dessler, G., & Varkkey, B. (2009). Human resource management (11 th ed.)

[pp. 662-665]. New Dehli, India: Dorling Kindersley.

Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (p.

220). Woodland Hills, CA: Glencoe/McGraw-Hill.

Kimbrell, G., & Vineyard, B.S. (2006). Succeeding in the world of work (pp.

142, 156, 218-220). New York: Glencoe/McGraw-Hill.

Lussier, R.N. (2008). Human relations in organizations: Applications and skill building (7 th ed.) [pp. 43-47]. New York: McGraw-Hill Irwin.

Pace, J. (2006). The workplace: Personal skills for success (pp. 47-50). New

York: McGraw-Hill.

Wallace, H.R., & Masters, L.A. (2006). Personal development for life & work



Section 5

Workbooks/

Manuals

Software/

Online


Page 5-8

(9 th ed.) [pp. 307-317]. Mason, OH: South-Western Cengage Learning.

Williams, J.W., & Eggland, S.A. (2005). Human relations for career success

(6 th ed.) [pp. 193-194]. Mason, OH: South-Western Cengage Learning.

About.com (2011). Managing job stress: Getting along with coworkers and thriving. Retrieved May 24, 2011, from http://stress.about.com/od/workplacestress/Managing_Job_Stress_Gettin g_Along_With_CoWorkers_and_Thriving.htm

Crepin-Swift, C. (2009, June 6). Stress management for the workplace .

Retrieved May 24, 2011, from http://workplaceculture.suite101.com/article.cfm/stress_management_in_t he_workplace

Gorkin, M. (2006, January 12). Stress reduction and management: Burnout series . Retrieved May 24, 2011, from http://www.mentalhelp.net/poc/view_doc.php?type=doc&id=8620

Nichols, L. (2007, August 31). Workplace wellness programs.

Retrieved May

24, 2011, from http://healthinsurance.suite101.com/article.cfm/workplace_wellness_programs

Smith, M., Jaffe-Gill, E., & Segal, R. (2008, December). Stress management:

How to reduce, prevent, and cope with stress.

Retrieved May 24, 2011, from http://helpguide.org/mental/stress_management_relief_coping.htm

Time-Management-Guide.com. (2005). Burnout symptoms . Retrieved May

24, 2011, from http://www.time-management-guide.com/burnoutsymptoms.html

Woodward, N. (2006, November 6). More than a deep breath: Stress management programs mean great results . Retrieved May 29, 2011, from http://www.healthadvocate.com/downloads/webinars/stressworkplace.pdf



Section 5

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21 st Century

Skills

Objectives

Performance

Activity


Page 5-9

5.03 Understand the use of public-relations activities to communicate with targeted audiences. (PR:252), (PR:253)

(SUPPLEMENTAL)


Understand the use of public-relations activities to communicate with targeted audiences.

Identify types of public-relations activities (PR:252) (SUPPLEMENTAL)

Specialist

Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 12

Critical Thinking and Problem Solving Skills 1, 3; Communication and

Collaboration 1; ICT Literacy 1 a. Discuss types of interactive public-relations activities (e.g., press conferences, speaking engagements, special events, sponsorships, blogs, web forums, chat rooms, social media, media tours, email). b. Explain types of one-way public-relations activities (e.g., search-engine optimization, newsletters, web sites, RSS feeds, podcasts, press releases, press kits, audio/video releases, matte releases, direct mail). c. Describe ways that interactive tools can be used to develop positive public relations. d. Discuss ways that one-way tools can be used to develop positive public relations. e. Explain the use of public relations for crisis management. f. Describe trends in public relations activities.

Have students develop a listing of the public-relations activities their school could use to develop a positive relationship with the local business community. Ask them to write a rationale for their choice of public-relations activities. Tell students to share their ideas with a team of two or three students, Have the team select the best ideas, and present those ideas to the class and to a panel of experts. Ask the experts to select the best ideas to be implemented during the school year.

Ask students to select a company of interest, and access its website. Tell them to download press releases and/or press kits and to write a brief summary of what they learned about the company’s public-relations activities.

Have students present their summary to the class.



Section 5

Resources

Textbooks

Software/

Online


Page 5-10



Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 501-502,

546-548). Mason, OH: South-Western Cengage Learning.

Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 412-414]. Mason, OH:

Thomson/South-Western.

Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s edition (2 nd ed.) [p. 479]. Tinley Park, IL: Goodheart-Willcox Company,

Inc.

Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and marketing communications (4 th ed.) [pp. 364-372]. Upper Saddle River,

NJ: Prentice Hall.

Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14 th ed.) [pp.

477, 545-546].Boston: McGraw-Hill/Irwin.



Kotler, P., & Armstrong, G. (2008). Principles of marketing (12 th ed.) [pp. 442-

443]. Upper Saddle River, NJ: Prentice-Hall.



Rodman, G. (2010). Mass media in a changing world: History, industry, controversy (3 rd ed.) [pp. 345-346, 350-356]. New York: McGraw Hill.

Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real people, real choices (5 th ed.) [pp. 432-435]. Upper Saddle River, NJ:

Pearson Prentice Hall.

Evans, S. (2008, October 30). 10 of the best social media tools for PR professionals and journalists.

Retrieved May 29, 2011, from http://mashable.com/2008/10/30/best-social-media-tools-for-prprofessionals-and-journalists/

E-WEB Marketing. (2011). Public relations activities that affect company performance . Retrieved May 26, 2011, from http://www.ewebmarketing.com.au/seoblog/public-relations-activitiesthat-affects-company-performance

Faulhaber, P. (2008, August 22). Podcasting and public relations.

Retrieved

May 26, 2011, from http://marketingpr.suite101.com/article.cfm/podcasting_perfect_tool_for_ public_relations

KnowThis.com (1998-2011).

Types of public relations tools.

Retrieved May 26,

2011, from http://www.knowthis.com/principles-of-marketingtutorials/types-of-public-relations-tools/

Meranus, R. (2011). Developing a PR plan.

Retrieved May 26, 2011, from http://www.entrepreneur.com/marketing/publicrelations/prcolumnist/articl e173460.html

Rampur, S. (n.d.). Public relations tools.

Retrieved May 26, 2011, from http://www.buzzle.com/articles/public-relations-tools.html

WebMarketCentral. (2005-2011). Interactive PR.

Retrieved May 26, 2011, from http://www.webmarketcentral.com/interactive_pr.htm



Section 5

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21 st Century

Skills

Objectives

Performance

Activity

Resources

Textbooks


Page 5-11

5.03 Understand the use of public-relations activities to communicate with targeted audiences. (PR:253) (SUPPLEMENTAL)


Understand the use of public-relations activities to communicate with targeted audiences.

Discuss internal and external audiences for public-relations activities

(PR:253) (SUPPLEMENTAL)

Specialist

Information 5, Systems 15, Thinking Skills 7

Critical Thinking & Problem Solving 1,2,3; Media Literacy 2 a. Discuss reasons that public-relations specialists appeal to their company’s employees. b. Explain why public-relations specialists target communications to their customers. c. Describe reasons that public-relations specialists target their communications activities at their community. d. Discuss reasons that public-relations specialists target their communications activities at the company’s vendors. e. Explain why public-relations specialists target their investors with communications activities. f. Describe reasons that public-relations specialists target the larger business community or industry members with their communications activities. g. Identify topics appropriate for each of a company’s audiences.

Make copies of the handout entitled The Many Publics in Public Relations found on page 5-141 —one per student. Ask students to interview the person responsible for public relations at a local business of their choice. Tell them to use the handout to guide their interviews. Divide the class into groups of four or five students each and have students present their findings to their groups.

Ask the groups to identify similarities and differences in the responses they received. Tell the groups to figure out what might account for the differences in responses.

Arens, W.F. (2004). Contemporary advertising (9 th ed.) [pp. 341-342, 344-

347]. New York: McGraw-Hill Irwin.

Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (p. 501, 546-




Section 5

Software/

Online


Page 5-12


NJ: Prentice Hall.


477, 545].Boston: McGraw-Hill/Irwin.



O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand promotion (5 th ed.) [pp. 652, 656-657 662]. Mason, OH: South-


Rodman, G. (2010). Mass media in a changing world: History, industry, controversy (3 rd ed.) [pp. 334-335, 347, 352-353]. New York: McGraw

Hill.

Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real people, real choices (5 th ed.) [pp. 429-434]. Upper Saddle River, NJ:


Chapter 11: Employee relations.

(2007, November 11). Retrieved May 26,

2011, from http://pr-obaira.blogspot.com/2007/11/chapter-11-employeerelations.html

Codella, P. (2008, September 28). Public relations audiences. Retrieved May

26, 2011, from http://www.petecodella.com/public-relations-audiences-

1000138.htm

Cohn, M. (n.d.). The importance of community relations . Retrieved May 26,

2011, from http://www.evancarmichael.com/Public-Relations/216/The-

Importance-of-Community-Relations.html

eReleases. (1998-2010). Choosing the target audience for your PR campaign. Retrieved May 26, 2011, from http://www.ereleases.com/prfuel/target-audience-pr-campaign/

Hogan, D. (2009, October 1-2). Reaching shareholders online: Trends and best practices in online communication and social media in corporate investor relations.

Retrieved May 26, 2011, from http://www.slideshare.net/dahogan/investor-relations-and-social-media-

2269369

Jackson Wells. (n.d.). PR toolkit: Community relations basics . Retrieved May

26, 2011, from http://www.jacksonwells.com.au/Community-relationsbasics.ashx

Nikolich, M. (n.d.). PR strategies for maximizing relationships with analysts and consultants.

Retrieved May 26, 2011, from http://www.tannedfeet.com/IR499.htm

Pincus, A. (2007, July 26). How to build relationships with the media.

Retrieved May 26, 2011, from http://www.businessweek.com/careers/content/jul2007/ca20070726_730

114.htm

Reference for Business. (2011). Public relations.

Retrieved May 26, 2011, from http://www.referenceforbusiness.com/small/Op-Qu/Public-

Relations.html

Rodopoulos, E.A. (2002-2011). Public relations notes. Retrieved May 26,

2011, from http://www.scribd.com/doc/9519424/Public-Relations-Notes

Weinkrantz, W. (2005, July 25). The many publics of public relations.

Retrieved May 29, 2011, from http://alanweinkrantz.typepad.com/alan_weinkrantz_and_compa/2005/0

7/the_many_public.html



Section 5

The Many Publics in Public Relations

Page 5-13

Date of Interview: _______________________

Name of Person Interviewed: ____________________________________________________

Person’s Job Title: _____________________________________________________________

1. How does the person use public relations to appeal to company employees? Why is that important? What topics are used to appeal to employees?

2. Does the person target communications to t he company’s customers? If so, ask for an example, and find out what topics are targeted to customers.

3. Does the person target communications to the company’s community? If so, ask for an example, and find out why it is important.

4. Does the pers on target communications to the company’s vendors? If so, ask for an example.

5. Does the person target communications activities at the larger business community or industry members? If so, ask for an example, and find out why that is important.



Section 5


Page 5-14

5.04 Understand the use of trade shows/expositions to communicate with targeted audiences. (PR:254), (PR:255)

(SUPPLEMENTAL)

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21 st Century

Skills

Objectives

Performance

Activity

Resources

Textbooks


Understand the use of trade shows/expositions to communicate with targeted audiences.

Explain how businesses can use trade-show/exposition participation to communicate with targeted audiences (PR:254) (SUPPLEMENTAL)

Specialist


Critical Thinking & Problem Solving 1,2,3,5 a. Discuss types of exhibits found at trade shows. b. Describe factors that contribute to an exhibit’s visual appeal (e.g., color, lighting, motion, sound, and smell). c. Explain techniques that can be used to increase booth traffic (e.g., demonstrations, contests, and giveaways). d. Describe types of displays used in exhibits (e.g., pop-up displays, panel displays, table-top displays, and pull-up displays). e. Identify types of giveaways used at exhibits (e.g., canvas totes, bottled water, pens/pencils, and candy). f. Discuss purposes of giving out promotional items at trade shows (e.g., help to attract traffic, create recall after the show, and provide contact information). g. Describe pre-show marketing activities that can be used to attract booth traffic. h. Explain marketing activities that can be used during a trade show (e.g., live entertainment, hands-on activities, games, prize wheel, drawings,

AV programs, food, cash cube money machine). i. Discuss post-show marketing activities that need to be carried out to increase return on investment.

The performance activity for this performance indicator is combined with that of the next performance indicator.

Anderson, R.E., Dubinsky, A.J., & Mehta, R. (2007). Personal selling: Building customer relationships and partnerships (2 nd ed.) [pp. 115, 117]. Boston:

Houghton Mifflin Company.





Section 5

Software/

Online


Page 5-15



Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 182, 332]. Mason, OH:



Inc.


NJ: Prentice Hall.

Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14 th ed.) [p.

543].Boston: McGraw-Hill/Irwin.


(pp. 267-268, 370). Woodland Hills, CA: Glencoe/McGraw-Hill.



Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising procedure (16 th ed.) [pp. 345, 440-441]. Upper Saddle River, NJ:


Ninemeier, J., & Perdue, J. (2008). Discover hospitality and tourism: The world’s greatest industry (2 nd ed.) [pp. 14, 530-542]. Upper Saddle River,

NJ: Pearson Prentice Hall.

O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand promotion (5 th ed.) [p. 579]. Mason, OH: South-Western Cengage

Learning.

Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real people, real choices (5 th ed.) [p. 425]. Upper Saddle River, NJ: Pearson

Prentice Hall.

Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building partnerships (5 th ed.) [pp. 190-191, 455-457]. Boston: Irwin/McGraw-Hill.

Attard, J. (2006). Trade show ideas and tips . Retrieved May 26, 2011, from http://www.businessknowhow.com/tips/tradeshowideas.htm

O’Kelly, C. (2009, May 29). Selecting the best giveaways for your trade show booth.

Retrieved May 26, 2011, from http://localmarketingideas.com/selecting-the-best-giveaways-for-yourtrade-show-booth/

Trade-Show-Advisor.com (2005-2011). Success strategies for trade show booths. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/trade-show-booths.html

Trade-Show-Advisor.com (2005-2011). The impact of trade show booth graphic elements. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/trade-show-booth-graphic.html

Trade-Show-Advisor.com (2005-2011). Trade show booth ideas that attract visitors. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/trade-show-booth-ideas.html

Trade-Show-Advisor.com (2005-2011). Trade show exhibit display: 3 seconds to make an impact. Retrieved May 26, 2011, from http://www.tradeshow-advisor.com/trade-show-exhibit-display.html

Trade-Show-Advisor.com (2005-2011). Trade show promotions. Retrieved

May 26, 2011, from http://www.trade-show-advisor.com/trade-showpromotions.html

TradeShowStuff.com. (2006). Post trade show evaluation and follow-up.

Retrieved May 26, 2011, from http://www.tradeshowstuff.biz/page.aspx?page_id=25



Section 5


Wheeler, D. (n.d.). Successful trade show exhibits: Articles.

Retrieved May

26, 2011, from http://proexhibits.com/wordpress/

Wheeler, D. (2007, October 30). Which of the five types of trade show exhibits is right for you? Retrieved May 26, 2011, from http://searchwarp.com/swa266371.htm

Page 5-16



Section 5

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21 st Century

Skills

Objectives

Performance

Activity

Resources

Textbooks


Page 5-17

5.04 Understand the use of trade shows/expositions to communicate with targeted audiences. (PR:255)

(SUPPLEMENTAL)


Understand the use of trade shows/expositions to communicate with targeted audiences.

Explain considerations used to evaluate whether to participate in trade shows/expositions (PR:255) (SUPPLEMENTAL)

Specialist


Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1 a. Explain reasons for exhibiting at trade shows (e.g., generating sales leads, making sales at the show, enhancing image and visibility, reaching a specific audience, establishing a presence in the marketplace, improving marketing efforts, meeting face-to-face with customers, prospecting, introducing new products, demonstrating products, recruiting distributors/dealers, educating the target audience, and gaining new industry information and contacts). b. Describe factors to consider in selecting a trade show (e.g., target audience, how long the trade show has been held, number of attendees, geography, timing, cost, and sponsor’s reputation). c. Identify sources useful in identifying relevant trade shows.

Invite a business representative who participates in trade shows to talk to the class. Encourage the speaker to show visuals of a trade show so that students see diverse exhibits. Ask the person to explain reasons that s/he participates in trade shows, to identify techniques s/he uses to increase booth traffic, and to identify types of displays used. Invite the speaker to hand out giveaways used at exhibits and to explain why those items were chosen for the exhibit. Tell the speaker to explain pre- and post-show activities in which s/he engages that are effective. Ask the speaker to explain what factors s/he considers when deciding whether to exhibit at a trade show and why those factors influence his/her decision. Invite the speaker to identify sources that s/he accesses to identify trade shows.

Anderson, R.E., Dubinsky, A.J., & Mehta, R. (2007). Personal selling: Building customer relationships and partnerships (2 nd ed.) [pp. 115, 117]. Boston:



Section 5

Software/

Online


Page 5-18

Houghton Mifflin Company.





Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 182, 332]. Mason, OH:



Inc.


NJ: Prentice Hall.

Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14 th ed.) [p.



(pp. 267-268, 370). Woodland Hills, CA: Glencoe/McGraw-Hill.



Lane, W.R., King, K.W., & Russell, J.T. (2005). Kleppner's advertising procedure (16 th ed.) [pp. 345, 440-441]. Upper Saddle River, NJ:


Ninemeier, J., & Perdue, J. (2008). Discover hospitality and tourism: The world’s greatest industry (2 nd ed.) [pp. 514-517, 530-534]. Upper Saddle

River, NJ: Pearson Prentice Hall.

O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand promotion (5 th ed.) [p. 579]. Mason, OH: South-Western Cengage

Learning.

Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real people, real choices (5 th ed.) [p. 425]. Upper Saddle River, NJ: Pearson

Prentice Hall.

Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building partnerships (5 th ed.) [pp. 190-191, 455-456]. Boston: Irwin/McGraw-Hill.

Attard, J. (1999-2011). Trade show ideas and tips . Retrieved May 26, 2011, from http://www.businessknowhow.com/tips/tradeshowideas.htm

Conventions.net (2011). Trade show – benefits. Retrieved May 26, 2011, from http://www.conventions.net/related_articles/trade_shows_benefitsa57.asp

Higgins, L. (n.d.). 5 steps to selecting a spa trade show . Retrieved May 26,

2011, from http://www.massagemag.com/spa/news/110.php

Thimmesch, M. (2009, October 8). 22 reasons to exhibit at trade shows .

Retrieved May 29, 2011, from http://www.skylinetradeshowtips.com/22reasons-to-exhibit-at-trade-shows/

Smith, M. (2000-2010). Select trade shows for success . Retrieved May 29,

2011, from http://www.presentationpointers.com/showarticle/articleid/349/

Trade-Show-Advisors.com (2005-2011). Trade fair participation: A primer for successor. Retrieved May 26, 2011, from http://www.trade-showadvisor.com/tradefair.html

TradeShowHandbook.com. (2007). How to select the right trade show.

Retrieved May 26, 2011, from http://www.tradeshowhandbook.com/selecting-a-tradeshow.html



Section 5


Page 5-19



Section 5

Week

#______


Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level


5.05 (A) Manage promotional activities to maximize return on promotional efforts.

(PR:073)

Page 5-20


SCANS

21 st Century

Skills

Objectives

Performance

Activity

Resources

Textbooks

Software/

Online

Manage promotional activities to maximize return on promotional efforts.

Explain the nature of a promotional plan (PR:073)

Specialist


Critical Thinking & Problem Solving 1,3 a. Define promotional plan. b. Describe types of promotional plans. c. Identify the components of a promotional plan. d. Describe internal and external factors that can affect promotional plans. e. Explain the need for a promotional plan.

Obtain and provide students with a copy of a promotional plan. Ask students to examine the components of the promotional plan and to identify its strengths and weaknesses. Team up students to brainstorm ways to improve the plan. Ask the teams to discuss their recommendations with the class.



Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and marketing communications (4 th ed.) [pp. 8-12]. Upper Saddle River, NJ:

Prentice Hall.



O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand promotion (5 th ed.) [pp. 265, 279]. Mason, OH: South-Western

Cengage Learning.

Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real people, real choices (5 th ed.) [p. 387-398, 551]. Upper Saddle River, NJ:


Government of Alberta. (n.d.). Developing a promotional plan.

Retrieved May

26, 2011, from http://www.smallbusinessnotes.com/operating/marketing/promotionplan.h



Section 5


Page 5-21 tml

PPAI. (1994-2010). Seven steps to a successful promotional campaign.

Retrieved May 29, 2011, from http://cdn.ppai.org/Media/Industry%20Information/Seven%20Steps%20to

%20a%20Successful%20Promotional%20Campaign/

Slideshare.net (n.d.). Promotion and IMC planning and strategy. Retrieved

May 26, 2011, from http://www.slideshare.net/dhruvjainonline/imcplanning-strategy-presentation

Small Business Notes. (n.d.). Promotion plan.

Retrieved May 26, 2011, from http://www.smallbusinessnotes.com/operating/marketing/promotionplan.h

tml

Stettner, M. (n.d.). How to establish a promotional mix . Retrieved May 26,

2011, from http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_3600

.htm

May 29, 2011, from http://www.pdfio.com/k-208.html#

Waymore, M. (2011). The building blocks of successful integrated marketing communications plan.

Retrieved May 26, 2011, from http://hubpages.com/hub/The-Building-Blocks-of-Succesful-IMC-Plan

Wirth, R. (2010). Integrated marketing communication . Retrieved May 26,

2011, from http://www.entarga.com/mktgplan/imc.htm



Section 5

Week #_____


Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21 st Century

Skills

Objectives

Performance

Activity

Resources

Textbooks


Page 5-22

5.05 (B) Manage promotional activities to maximize return on promotional efforts.

(PR:076)


Manage promotional activities to maximize return on promotional efforts.

Coordinate activities in the promotional mix (PR:076)

Specialist


Critical Thinking & Problem Solving 1,2,3,4,5; Media Literacy 1; Productivity &

Accountability 1 a. Identify factors that should be coordinated for promotions. b. Identify types of promotional activities that should be coordinated. c. Describe ways to coordinate promotional efforts. d. Describe the importance of coordinating promotional activities. e. Explain procedures for coordinating promotional activities. f. Use procedures to coordinate promotional activities.

Ask students to select .a local business of their choice and to interview a marketing manager to find out what upcoming promotional activities the business has planned. Tell students to find out what factors the marketing manager is planning to coordinate and what promotional activities will need to be coordinated to ensure the effectiveness of the activities. Explain that students should also find out what ways the marketing manager uses to coordinate promotional activities and what procedure s/he follows to be sure everything is properly coordinated. Tell students to use the interview information as the basis for preparing a written or oral report about how they would coordinate the business's promotional activities. Have students submit a written report or make an oral presentation to the class.

Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 61, 489-





Company, Inc.

Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and marketing communications (4 th ed.) [pp. 16-17, 99-100]. Upper Saddle



Section 5

Software/

Online


Page 5-23

River, NJ: Prentice Hall.


478-480, 488].Boston: McGraw-Hill/Irwin.





O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand promotion (5 th ed.) [pp. 616-617]. Mason, OH: South-Western

Cengage Learning.

Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real people, real choices (5 th ed.) [pp. 376, 380, 387-388]. Upper Saddle

River, NJ: Pearson Prentice Hall.

Adams, F. (n.d.). The impact of logistics planning on sales promotion outcomes. Retrieved May 26, 2011, from http://cscmp.org/downloads/public/academics/scmec/Paper13.pdf

Kelly, T. (2009, March 28). Small business promotion: Advertising and PR.

Retreived May 26, 2011, from http://smallhomebusiness.suite101.com/article.cfm/small_business_prom otion_advertising_and_pr

Redfusion Media. (2003, November 3). Coordinate your promotional schedule with your web presence.

Retrieved May 26, 2011, from http://www.redfusionmedia.com/article_coordinate_110303.htm

SAP. (n.d.). Optimize sales & marketing investments: Coordinate sales and marketing to maximize go-to-market effectiveness.

Retrieved May 26,

2011, from http://www.sap.com/americas/solutions/executiveview/sales/optimizesales-and-marketing/index.epx

Shapiro, B. (2002, October 28). Want a happy customer? Coordinate sales and marketing.

Retrieved May 26, 2011, from http://hbswk.hbs.edu/item/3154.html

Stettner, M. (n.d.). How to establish a promotional mix . Retrieved May 26,

2011, from http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_360

0.htm



Section 5

Week#______


Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21 st Century

Skills

Objectives

Performance

Activity


Page 5-24

5.06 (A) Evaluate marketing research procedures and findings to assess their credibility. (IM:292),

Understands the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions

Evaluate marketing research procedures and findings to assess their credibility.

Identify sources of error in a research project (e.g., response errors, interviewer errors, non-response errors, sample design) (IM:292)

Specialist

Information 5,7; Systems 15, 16; Basic Skills 1; Thinking Skills 9

Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1; Initiative &

Self-Direction 1 a. Distinguish between basic and applied research (i.e., generation of knowledge vs. solving a specific problem). b. Explain why business professionals need to be able to distinguish between good and bad research activities. c. Discuss limitations business professionals face regarding applied research (e.g., time constraints, financial constraints, complex decisionmaking environment). d. Explain how researchers can create errors in a research project. e. Discuss how interviewers contribute to errors in research design. f. Explain how respondents contribute to errors in research design. g. Describe how sampling errors affect data quality. h. Discuss how non-response errors affect data quality. i. Explain how coverage errors affect data quality. j. Describe how measurement errors affect data quality. k. Discuss how processing errors affect data quality.

Make copies of the handout Are There Any Errors? found on page 5-152 — one per student.

Choose one or more of the following marketing research articles; or locate new or additional articles on http://scholar.google.com

.

Perform an Advanced Google Scholar search for marketing research and the words findings, recommendations, purpose.

http://gsbapps.stanford.edu/researchpapers/library/RP1794.pdf

(customization vs. target marketing) http://bear.warrington.ufl.edu/weitz/mar7786/Articles/Trusov%20et%20al%20

2009%20social%20network.pdf

(word of mouth vs. traditional marketing on an Internet social network) http://jiad.org/article103 (consumer reliance on product information and usergenerated Internet content) http://www.iei.liu.se/program/smio/722a26/group-articles-and-presentationssem-1-and-



Section 5

Resources

Textbooks

Software/

Online


Page 5-25

2/1.149502/Marketingresearchmarketorientationandcustomerrelationshipm anagementaframeworkandimplicationsforserviceproviders_Group_A1_artic al.pdf

(implications for service providers of marketing research, market orientation, and customer-relationship management) http://linkbc.ca/torc/downs1/destinations%20and%20accommodations.pdf

(how linked destinations and accommodations are from a customer’s perspective) http://business.nmsu.edu/~mhyman/M610_Articles/Belk_QMR_2005.pdf

(the use of videography in marketing and consumer research)

Divide the class into groups of three students each, giving each group the same or a different article to critique. Ask groups to read the article, and answer the questions on the handout. When groups are finished, ask a representative from each group to report the group’s findings. Have students submit their findings and their copy of the research study to you, or have students keep the research study in a folder or notebook for future use. (If students submit the articles to you, keep them for use in a future activity.)

Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9 th ed.) [pp.

97-98, 229-234, 379]. Hoboken, NJ: John Wiley & Sons, Inc.

Churchill, G.A., Brown, T.J., & Suter, T.A. (2010). Basic marketing research

(7 th ed.) [pp. 56, 278-280, 375-393]. Mason, OH: South-Western

Cengage Learning.

Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14 th ed.) [pp.188,


Hair, J.F.; Wolfinbarger, M.; Ortinau, D.J.; & Bush, R.P. (2008). Essentials of marketing research (pp. 105-108, 111-112, 114-116, 130, 136-137, 223-

224, 232). New York, McGraw-Hill Irwin.

Zikmund, W.G., & Babin, B.J. (2010). Exploring marketing research (10 th ed.)

[pp. 7, 82-83, 85, 390, 361, 481-487, 491-510, 544-545]. Mason, OH:

South-Western Cengage Learning.

Andrus, D.M. (n.d.). Marketing research: Exam 1 —Lecture 6. Retrieved May

24, 2011, from http://info.cba.ksu.edu/andrus/mktg642/powerpoints/MRexam1lecture5.P

PT .

Cox, III, E.P. (n.d.). Research for business decisions: An interdisciplinary approach. Retrieved May 24, 2011, from http://www.infosurv.com/images/ResearchforBusinessDecisions.pdf

Cui, Wei Wei (2003). Reducing error in mail surveys. Practical Assessment,

Research & Evaluation , 8(18). Retrieved May 24, 2011, from http://PAREonline.net/getvn.asp?v=8&n=18

Examville. (2007). Survey research: The profound impact of the Internet

Retrieved May 24, 2011, from http://www.examville.com/examville/Survey%20research,profound%20im pact%20of%20the%20internet-ID3831

Herek, G.M. (1997-2009). A brief introduction to sampling. Retrieved May 24,

2011, from http://psychology.ucdavis.edu/rainbow/HTML/fact_sample.html

Minnitt, R.C.A., Rice, P.M., & Spangenberg, C. (2007, June). Part 1:

Understanding the components of the fundamental sampling error: A key to good sampling practice. Retrieved May 24, 2011, from



Section 5


Page 5-26 www.saimm.co.za/Journal/v107n08p505.pdf

Office of Management and Budget (2001, July). Measuring and reporting sources of errors in surveys . Retrieved May 24, 2011, from http://www.fcsm.gov/01papers/SPWP31_final.pdf

StatTrek.com (2011 ). AP statistics tutorial: Bias in survey sampling. Retrieved

May 24, 2011, from http://stattrek.com/AP-Statistics-2/Survey-Sampling-

Bias.aspx



Section 5

Are There Any Errors?

Purpose of Study:

Method(s) of Data Collection: _____ Observation _____ Survey _____ Focus Group

_____ One-on-one interview _____ Experiment _____ Other_______________________

Who Participated in the Study:

Number of Participants:

How the Sample of Participants Was Chosen:

Differences between Participants and Non-participants:

Type of Research: _____ Exploratory _____ Predictive _____ Causal

Precautions Taken to Limit Interviewer Error:

Precautions Taken to Limit Errors with Questions:

Precautions Taken to Limit Research Error:

Precautions Taken to Limit Respondent Error:

Precautions Taken to Limit Coverage Errors:

Precautions Taken to Limit Processing Errors:

Page 5-27



Section 5


Page 5-28

5.06 (B) Evaluate marketing research procedures and findings to assess their credibility. ((IM:293),

Week#______


Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

21 st Century

Skills

SCANS

Performance

Activity

Objectives

Resources



Evaluate questionnaire design (e.g., types of questions, question wording, routing, sequencing, length, layout) (IM:293)

Specialist

Information 5, Systems 15, Basic Skills 1

Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1 a. Identify factors that can impact respondents when answering questionnaires (e.g., differences in the characteristics being measured, response styles, ambiguous questions, personal factors such as fatigue, surveyor’s actions, environment in which the survey is completed, presence of others when survey completed, physical aspects of the questionnaire such as spacing provided). b. Explain potential problems with the questions on a questionnaire (e.g., unfamiliar terminology, vague or imprecise terms, complex sentence construction, misleading or incorrect assumptions, imprecise or unqualified verbs, vague noun-phrases). c. Describe how questions on a questionnaire should be sequenced. d. Discuss how questions on a questionnaire should be written to elicit valid responses. e. Identify factors that create a poor quality question (e.g., unanswerable, presenting multiple concepts within one question, leading). f. Explain steps to follow to evaluate questionnaire design. g. Demonstrate procedures for evaluating questionnaire design.

Obtain a questionnaire used in a marketing-research study, and copy it for students —one per student. Ask students to read through the questionnaire to determine whether it was well designed. Tell them to record their responses on the handout entitled Questioning the Questionnaire found on page 5-155.

Ask students to submit the handout to you when they are finished.



Section 5

Textbooks

Software/

Online


Page 5-29

Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9 th ed.) [pp.

317-338]. Hoboken, NJ: John Wiley & Sons, Inc.


(7 th ed.) [pp. 200-218, 287-312]. Mason, OH: South-Western Cengage

Learning.

Clark, B., Sobel, J., & Basteri C.G. (2006). Marketing dynamics (p. 238).

Tinley Park, IL: Goodheart-Willcox.

Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14 th ed.) [pp.188,




Hair, J.F.; Wolfinbarger, M.; Ortinau, D.J.; & Bush, R.P. (2008). Essentials of marketing research (pp. 169-184). New York, McGraw-Hill Irwin.


[pp. 367-394]. Mason, OH: South-Western Cengage Learning.

Agriculture and Consumer Protection. (n.d.). Chapter 4: Questionnaire design . Retrieved May 24, 2011, from http://www.fao.org/docrep/w3241e/w3241e05.htm

Constructing the questionnaire (2009, July 22). May 24, 2011, from http://www.scribd.com/doc/17564666/Survey-Research

Duggan, M. (2007, March 1). Designing effective questionnaires and surveys .

Retrieved May 24, 2011, from http://handouts.aacrao.org/am07/finished/T0415p_M_Duggan.pdf

Effective questionnaires for market research. (1999-2011). Retrieved May 24,

2011, from http://www.allbusiness.com/marketing/market-research/1959-

1.html

Hill, N. (2011). Tips of developing an effective questionnaire . Retrieved May

24, 2011, from http://www.streetdirectory.com/travel_guide/2244/computers_and_the_in ternet/tips_for_developing_an_effective_questionnaire.html

Pershing, J.A. (n.d.). Effective reactionnaires: Developing questions.

Retrieved May 24, 2011, from https://www.indiana.edu/~istr561/knuth/unit2e.shtml

(Click on link.)

Questionnaire design (n.d.). Retrieved May 29, 2011, from http://www.cc.gatech.edu/classes/cs6751_97_winter/Topics/questdesign/

QuickMBA.com (1999-2010). Questionnaire design. Retrieved May 24, 2011, from http://www.quickmba.com/marketing/research/qdesign/

Walonick, D.S. (1997-2010). Excerpts from: Survival statistics. Retrieved May

24, 2011, from http://www.statpac.com/surveys/surveys.pdf



Section 5

Questioning the Questionnaire

Page 5-30

1. Did you detect any differences in the characteristics being measured? ___ Yes ___ No

If yes, what did you see?

2. Did you notice any differences in the response styles? ___ Yes ___ No

If yes, what did you see?

3. Were there vague/ambiguous questions included? ___ Yes ___ No

If yes, what were they?

4. Was adequate spacing provided on the questionnaire? ___ Yes ___ No

Explain.

5. Did the questionnaire contain unfamiliar terminology? ___ Yes ___ No

If yes, what were the terms?

6. Were any questions worded so that they were too complex to answer? ___ Yes ___No

If yes, which sentences?

7. Did you detect any imprecise or unqualified verbs? ___ Yes ___ No

If yes, what verbs?

8. Were there any vague noun-phrases? ___ Yes ___ No

If yes, what noun-phrases?

9. Were there any misleading/incorrect assumptions in the questions? ___ Yes ___ No

If yes, what were they?

10. Were the questions properly sequenced in the questionnaire? ___ Yes ___ No

Explain.

11. Were the questions written to elicit valid responses? ___ Yes ___ No

Explain.

12. Did you detect any other problems with the questions/questionnaire? Explain.



Section 5


Page 5-31

5.06 (C) Evaluate marketing research procedures and findings to assess their credibility. ((IM:428)

Week#_______

Day(s) to teach:

___________

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21

st

Century

Skills

Objectives

Performance

Activity

Resources



Assess appropriateness of marketing research for the problem/issue (e.g., research methods, sources of information, timeliness of information, etc.)

(IM:428)

Specialist

Information 5, Systems 15, Basic Skills 1

Critical Thinking & Problem Solving 1,2,4,5; Information Literacy 1; Initiative &

Self-Direction 1 a. Identify characteristics of “good” marketing research. b. Discuss the benefit of using multiple methods to acquire data. c. Explain why marketing researchers should follow the scientific method to conduct their research. d. Describe why marketing researchers must consider the value of information and its cost. e. Explain the need to evaluate the appropriateness of marketing research for the problem/issue identified. f. Discuss the need to evaluate the clarity of the research question. g. Explain the need to ensure the appropriateness of the research methodology (study design, sampling, data collection, measurement, and analysis) for the research objectives/questions. h. Describe the importance of clearly stated findings. i. Discuss the need to evaluate the appropriateness of the conclusions and recommendations based on the research question/study purpose. j. Demonstrate procedures for assessing the appropriateness of the marketing research for the problem/issue.

Obtain copies of the previously used marketing research study from your files or from students’ files. Make copies of the handout Good to Go?

—found on page 5-158. Explain to students that they are now going to evaluate the appropriateness of the marketing research for the problem/issue in their study. Team up students in pairs to answer the questions on the handout. Ask the teams to submit their completed handout to you.



Section 5

Textbooks

Software/

Online


Page 5-32

Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9 th ed.)

[pp.16-22, 55-60, 77-96, 306-309]. Hoboken, NJ: John Wiley & Sons.

Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 251-





(7 th ed.) [pp. 38-39, 58-59, 62-64, 70-71, 140-142]. Mason, OH: South-



Company, Inc.


178-181].Boston: McGraw-Hill/Irwin.


(pp. 610-612, 614, 617). Woodland Hills, CA: Glencoe/McGraw-Hill.

Hair, J.F.; Wolfinbarger, M.; Ortinau, D.J.; & Bush, R.P. (2008). Essentials of marketing research (pp. 7-11, 28-33, 51-54, 113-118, 128-130, 146-148,

171-172, 313). New York, McGraw-Hill Irwin.


[pp. 19-20, 48-57, 60-62, 64-65, 96-97]. Mason, OH: South-Western

Cengage Learning.

Altabet, B. (2005, October 26). How good is market research?

Retrieved May

24, 2011, from http://www.alphabetaplan.com/How%20Good%20Is%20Market%20Rese arch.pdf

eHow.com. (1999-2011). How to pick a market research methodology .

Retrieved May 24, 2011, from http://www.ehow.com/how_2067463_pickmarket-research-methodology.html

Godbole, M. (2011). Market research methods.

Retrieved May 24, 2011, from http://www.buzzle.com/articles/market-research-methods.html

Isukli, E. (n.d.). Market research, methods, and tools. Retrieved May 24,

2011, from http://ressources.ciheam.org/om/pdf/c61/00800154.pdf

Kinard, D. (2009, February 22). Marketability. Retrieved May 24, 2011, from http://davidkinard.blogspot.com/2009/02/7-characteristics-of-goodmarketing.html

morebusiness.com. (2009, March 27). Why is market research useful? The importance of market research.

Retrieved May 24, 2011, from http://www.morebusiness.com/running_your_business/management/Mar ket-Research.brc

Weinreich, N.K. (n.d.). Integrating quantitative and qualitative methods in social marketing research . Retrieved May 24, 2011, from http://www.social-marketing.com/research.html



Section 5

Good to Go?

1. What characteristics of good marketing research did your study contain?

2. Were multiple methods used to acquire data in your study? ___ Yes ___ No

Explain what methods were used.

3. What methods would you have used if you were conducting the study to address the problem/issue?

4. Was the scientific method used to conduct the research? ___ Yes ___ No

Explain.

5. Was the research question clear to you? ___ Yes ___ No

Explain

6. Was the research methodology appropriate for the study? ___ Yes ___ No

Explain.

7. How would you change the research methodology for the study?

8. Did you understand the research findings? ___ Yes ___ No

Explain.

9. Were the research conclusions and recommendations appropriate for the research question/study purpose? ___ Yes ___ No

Explain.

Page 5-33



Section 5

Good to Go?

Page 5-34

Knowledge/

Skill

Statement

Performance

Element

Performance

Indicator

Level

SCANS

21

st

Century

Skills

Objectives

Performance

Activity

Resources

Textbooks

5.07 Write internal and external business correspondence to convey and obtain information effectively. (CO:091)

Understands the concepts, strategies, and systems used to obtain and convey ideas and information

Write internal and external business correspondence to convey and obtain information effectively.

Write executive summaries (CO:091)

Specialist

Information 5-8; Systems 15; Basic Skills 1-2; Thinking Skills 8,12

Communication & Collaboration 1; Critical Thinking & Problem Solving 1,2,5 a. Explain the purpose of executive summaries. b. Identify the primary audience for executive summaries. c. Discuss situations when executive summaries are needed. d. Describe the components/format of executive summaries. e. Discuss what an executive summary can do to appeal to the audience

(e.g., establish the need or problem, recommend a solution and explain its value, and create your competitive advantage). f. Identify questions to answer when writing an executive summary. g. Identify tips that writers can use to appeal to executive-summary readers. h. Demonstrate how to write an executive summary.

Ask students to read the report found at http://www.b2binternational.com/library/whitepapers/whitepapers04.php

, and write an executive summary of the report. They need to include a concise statement of findings, specific recommendation for action, and justification for the proposed action. When they are finished, have them exchange summaries with a classmate, and discuss their strengths and weaknesses.

Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. A-60, A-

63, A-67). Mason, OH: South-Western Cengage Learning.

Bovée, C. L. & Thill, J. V. (2008). Business communication today (9 th ed.)

[pp. 461, 474, 477]. Upper Saddle River, NJ: Pearson Prentice Hall.


Inc. Etzel, M.J., Walker, B.J., & Stanton, W.J. (2007). Marketing (14 th ed.) [p. 568 ].Boston: McGraw-Hill/Irwin




Section 5

Software/

Online

Good to Go?

Page 5-35


Kotler, P., & Armstrong, G. (2008). Principles of marketing (12 th ed.) [p. A-2].

Upper Saddle River, NJ: Prentice-Hall.

Lehman, C. & DuFrene, D. (2005). Business communication (14 th ed.) [pp.

414-415]. Mason, OH: South-Western.

Locker, K.O. (2006). Business and administrative communication (7 th ed.) [pp.

431]. New York: McGraw-Hill.

Soloman, M. R., Marshall, G. W., & Stuart, E. W. (2008). Marketing: Real people, real choices (5 th ed.) [p.130]. Upper Saddle River, NJ: Pearson

Prentice Hall. captureplanning.com (2010). Questions to answer in your executive summary. Retrieved May 24, 2011, from http://www.captureplanning.com/articles/13573.cfm

captureplanning.com (2010). Should you write the executive summary first or last? Retrieved May 24, 2011, from http://www.captureplanning.com/articles/92131.cfm

Clayton, J. (2003, September 8). Crafting a powerful executive summary.

Retrieved May 24, 2011, from http://hbswk.hbs.edu/archive/3660.html

Colorado State University (1993-2011). Writing guide: Executive summaries.

Retrieved May 24, 2011, from http://writing.colostate.edu/guides/documents/execsum/

DaminalMonster (2009-2011). How to write the best executive summary.

Retrieved May 24, 2011, from http://www.ehow.com/how_5609862_write-executive-summary.html

eHow (1999-2011). How to write an executive summary. Retrieved May 24,

2011, from http://www.ehow.com/how_16566_write-executivesummary.html

Kawasaki, G. (2006, April 2). The art of the executive summary. Retrieved

May 24, 2011, from http://blog.guykawasaki.com/2006/04/the_art_of_the_.html#axzz0jD6vyE

Ks

Lauderdale, J. (2010). The three uses of executive summaries. Retrieved

May 24, 2011, from http://www.captureplanning.com/articles/13572.cfm

RFP Centers (2011). How to write an executive summary? Retrieved May 24,

2011, from http://rfptemplates.technologyevaluation.com/how-to-writean-executive-summary.html

University of Maryland University College (n.d.). Writing across the disciplines: Executive summaries. Retrieved May 24, 2011, from http://www.umuc.edu/ewc/pdfs/executive_summary.pdf



5. Was the research question clear to you? _ Yes _ No

Week # ______

Day(s) to teach:

5.01(A) Understand the use of an advertisement’s components to communicate with targeted audiences. (PR:014),

Week#_______

Day(s) to teach:_________

K

5.01(B) Understand the use of an advertisement’s components to communicate with targeted audiences.

(PR:251)

5.02 Manage stressful situations to minimize negative workplace interactions. (EI:028)

(SUPPLEMENTAL)

5.03 Understand the use of public-relations activities to communicate with targeted audiences. (PR:252), (PR:253)

(SUPPLEMENTAL)

5.03 Understand the use of public-relations activities to communicate with targeted audiences. (PR:253) (SUPPLEMENTAL)

5.04 Understand the use of trade shows/expositions to communicate with targeted audiences. (PR:254), (PR:255)

(SUPPLEMENTAL)

5.04 Understand the use of trade shows/expositions to communicate with targeted audiences. (PR:255)

(SUPPLEMENTAL)

5.05 (A) Manage promotional activities to maximize return on promotional efforts.

(PR:073)

5.05 (B) Manage promotional activities to maximize return on promotional efforts.

(PR:076)

5.06 (A) Evaluate marketing research procedures and findings to assess their credibility. (IM:292),

5.06 (B) Evaluate marketing research procedures and findings to assess their credibility. ((IM:293),

5.06 (C) Evaluate marketing research procedures and findings to assess their credibility. ((IM:428)

Week#_______

Day(s) to teach:

___________

21

Century

Skills

21

Century

Skills

5.07 Write internal and external business correspondence to convey and obtain information effectively. (CO:091)

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5. Was the research question clear to you? ___ Yes ___ No

Week # ______

Day(s) to teach:

5.01(A) Understand the use of an advertisement’s components to communicate with targeted audiences. (PR:014),

Week#_______

Day(s) to teach:_________

K

5.01(B) Understand the use of an advertisement’s components to communicate with targeted audiences.

(PR:251)

5.02 Manage stressful situations to minimize negative workplace interactions. (EI:028)

(SUPPLEMENTAL)

5.03 Understand the use of public-relations activities to communicate with targeted audiences. (PR:252), (PR:253)

(SUPPLEMENTAL)

5.03 Understand the use of public-relations activities to communicate with targeted audiences. (PR:253) (SUPPLEMENTAL)

5.04 Understand the use of trade shows/expositions to communicate with targeted audiences. (PR:254), (PR:255)

(SUPPLEMENTAL)

5.04 Understand the use of trade shows/expositions to communicate with targeted audiences. (PR:255)

(SUPPLEMENTAL)

5.05 (A) Manage promotional activities to maximize return on promotional efforts.

(PR:073)

5.05 (B) Manage promotional activities to maximize return on promotional efforts.

(PR:076)

5.06 (A) Evaluate marketing research procedures and findings to assess their credibility. (IM:292),

5.06 (B) Evaluate marketing research procedures and findings to assess their credibility. ((IM:293),

5.06 (C) Evaluate marketing research procedures and findings to assess their credibility. ((IM:428)

Week#_______

Day(s) to teach:

___________

21

Century

Skills

21

Century

Skills

5.07 Write internal and external business correspondence to convey and obtain information effectively. (CO:091)

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5. Was the research question clear to you? _ Yes _ No