Illustrated Word 365/2021 | Module 2: SAM Project 1a
Generational Marketing
Creating a short research paper
GETTING STARTED
·
Save the file IL_WD365_2021_2a_FirstLastName_1.docx
as IL_WD365_2021_2a_FirstLastName_2.docx
o
Edit the file name by changing “1” to “2”.
o
If you do not see the .docx file extension, do not type it. The file extension will be
added for you automatically.
·
With the file IL_WD365_2021_2a_FirstLastName_2.docx
open, ensure that your first and last name is displayed in the footer.
o
If the footer does not display your name, delete
the file and download a new copy.
PROJECT STEPS
1.
You are writing a research paper for your
Marketing Principles class. The topic of the paper is generational marketing.
You must write the paper in the MLA style and include suggestions from your
professor.
Start by changing the Citations & Bibliography Style of the document to MLA.
2.
To conform to MLA guidelines, modify the Normal
style as follows:
a.
Change the Normal style font to Times New Roman.
b.
Change the Normal style font size to 12 point.
c.
Change the Normal style line spacing to double with no blank space after
paragraphs.
3.
Apply the modified Normal style to the first four paragraphs in the document, from
“Lee Bao” to “8 September 2021”.
4.
Center
the title paragraph “Generational Marketing: Varying Online Content by
Generation”.
5.
Insert a header as follows:
a.
Insert a Blank
header at the top of the page.
b.
Right-align
the header paragraph.
c.
Enter Bao
as the header text, insert a space, and then insert a Plain Number page number from the Current Position gallery.
d.
Close the Header & Footer Tools.
6.
Create a First
Line indent of 0.5″ for the
body paragraphs beginning with “When providing online content…” and
ending with “…ebooks and articles.”
7.
Respond to the comment from your professor,
Nancy Tokai, in the first body paragraph as follows:
a.
Read the comment, and then delete it.
b.
Before the period in the sentence “These
groups include…(born from 2000 on).”, insert a citation to a new source
using the information shown in Figure 1. (Hint:
The Tag name is intentionally blurred because it is generated
automatically.)
Figure 1: Web Site Source
8.
Insert a citation to the existing Chastfield
source before the period at the end of the sentence, “Campaign designers
segment…to suit specific generations.”
9.
In the same sentence, use the Thesaurus to
replace the word “customize” with a less formal synonym that starts
with the letter “t”.
10.
In the fourth body paragraph (“The
generations all…and whitepapers.”), find the Risser citation, and then
edit the source to use 2 as the Day
Accessed.
11.
In the same paragraph, before the period at the
end of the sentence, “Another similarity…and whitepapers.”, insert a
citation to a new source using the information shown in Figure 2. (Hint: The Tag name is intentionally
blurred because it is generated automatically.)
Figure 2: Article in a Periodical Source
12.
Edit the Vance citation in the fifth paragraph
(“Across the generations… ongoing experience.”) to add 14 as the page number.
13.
To provide additional information at the end of
the fifth paragraph, move the insertion point immediately after the period in
the sentence “The least favorite… consumer’s ongoing experience.” and
insert a footnote with the following text:
These ads include banner and display
ads.
14.
Modify the Footnote Text style by changing its
font size to 12 point, the line
spacing to double, and the
indentation to a 0.5″ First
line indent.
15.
In the main body of the document, find all
instances of the text “customers” and replace it with consumers to use the more appropriate
term for this paper. (Hint: You
should make two replacements.)
16.
On page 2, read the remaining comment from Nancy
Tokai, and then reply to it with the following text:
Thanks!
17.
Modify the “Works Cited” paragraph as
follows to match the MLA style:
a.
Move the insertion point to the beginning of the
“Works Cited” paragraph, and then insert a manual page break.
b.
Center
the “Works Cited” paragraph on the new page.
18.
Move the insertion point to the left-aligned
blank paragraph at the end of the document, and then use the Insert Bibliography command to insert a
list of sources without a built-in heading.
19.
In the bibliography, the year is missing from
the Schawbel source. Find the Schawbel source in the body of the document and
edit it to provide 2020 as the year.
20.
Update the bibliography field so that the Works
Cited list reflects the edit you made to the Schawbel source.
21.
Check the Spelling & Grammar in the document
to identify and correct any spelling errors. (Hint: Ignore names.)
Your document should look like
the Final Figure on the following pages. Save your changes, close the document,
and then exit Word. Follow the directions on the website to submit your
completed project.
Lee Bao
Professor Tokai
Marketing Principles
8 September 2021
Generational Marketing: Varying Online Content by Generation
When providing online content, sales and marketing
professionals must appeal to customers in four generational groups. These groups
include Baby Boomers (born between 1946 and 1964), Generation X (born between
1965 and 1980), Generation Y, or Millennials (born between 1981 and 1999), and
Generation Z (born from 2000 on)[NY1] .
Because no single universal marketing strategy works for all
generations, sales and marketing campaigns must be designed to attract
consumers of different generations. Running such a campaign is called
generational marketing. Campaign designers segment the audience and customize
marketing content to suit specific generations.
According to a recent study in Market Demographics, Baby Boomers, sometimes called the “me”
generation, consume the most online content, typically on their laptop or
desktop computers (Chastfield, 2021). More Millennials
use their mobile devices as their primary source of content than any other
generational group.
The generations all like blog articles, images, comments, and
ebooks. Millennials have the strongest preference for videos and social content (Risser, 2020). Generation X and
Baby Boomers turn to news articles and reports based on research, though
members of Generation X enjoy social media far more than Baby Boomers do. Another
similarity is that the generations also dislike the same type of online
content, namely flipbooks, shared slides, and whitepapers.
Across the generations, preferences for onlne advertising is
much different from preferences for online content. Most customers still prefer
television and print ads, especially if the TV spots are short and not played too
frequently (Vance, 2020). The least favorite
types of ads are those in podcasts, online pop-up ads, and mobile phone ads,
all because they disrupt the consumer’s ongoing experience.
Other than the similarities noted here, Millennials deviate
the most significantly from the other generations. (Generation Z might be too
young to demonstrate their consumer tendencies.) Because Millennials are at the
peak of the consumption, with about $200 million in buying power, sales and marketing
campaigns are generally focused on them (Schawbel).
To attract more business from Millennials, marketing
professionals should focus their efforts on social media and apps. Though
consumers in general do not like mobile phone ads, Millennials notice and
respond to them. Video
marketing, especially through real-time videos, is a popular trend among
Millennials. [NY2] In
fact, Millennials prefer video content to all other types of content,
especially if it is timely and engaging (An, 2020).
The most successful sales and marketing efforts balance
traditional written content with video and social-based content. Each
generation responds best to a different mix. Catering to Millennials means
increasing video content, while targeting Baby Boomers involves using ebooks
and articles.
[NY1]You
might need to cite a source for this information. It’s not quite common
knowledge.
[NY2]This
is a very interesting finding.
