must be done in APA FORMAT COURSE PROJECT INSTRUCTIONS This course is all about deriving insight through research and analysis of both your market and potential market. Those who buy your product, to whom you deliver a service, whom you want to join your church or donate to your mission—the process is the same. Look closely at your affiliates and potential affiliates and design a campaign, not just reach them, but to touch them at a deeper level. For the purpose of this assignment, you will mirror the book and refer to them as consumers. Whether you work for a for-profit or non-profit, the most affective messages are shaped by insight into the individuals and groups you need to attract to become your customers, donors, or members—those who consume your services or are moved to action by your communications. It all begins with insight, and insight starts with actionable research. We use research to generate insight into the most effective creative messaging to reach consumers, using a creative understanding of the story we need to tell to touch the personality and shape the perceptions of a target audience regarding a product, brand, service, and/or organization. Part 1: Paper The paper must be 10–14 pages (not including title page, abstract, or references) and describe the successful use of research to derive insight which, in turn, created a successful approach to the market, whether for-profit or non-profit. The sections and format you are to use for this paper follow. USE THE SECTIONS BELOW AS THE SECTIONS FOR YOUR PAPER. Introduction Briefly summarize the organization, the research, the insight, and application. Environment Describe the context in which your choice increased share of the market/awareness/sales, etc. Was there competition? How did the insights derived from research provide your choice with a unique approach to the market? Increase sales? What are the elements that the organization had to put together in order to use the insights generated through research and analysis? Who were the competitors? Research and Insight What was the research? How was it formulated, and what were the methodologies used? Why were these research approaches chosen? How did this particular type of research provide actionable data and information? Video Describe the promotional video you have created that connects to an insight derived from the research. How did you come up with the creative approach for the video? What were the key insights you derived from the research to insight to market process? Conclusion A course that is worth the investment leaves you with something you can later use. What is the take-away for you, personally, from this assignment? What have you learned that you can use in your career or, for that matter, your life? *** the book used for this class “Consumer Behavior” by Hoyer, Macinnis, Pieters*** ** I have attached a copy of my Gucci summary paper
