25 May 2018 – IMC (Individual assignment) Pg 127; Roy Morgan Values Segment (choose 1 of the remaining 7). Do not use: · Basic needs · Fairer Deal · Traditional family life *Refer to Chapter 8 and reference the textbook 1. We use objectives to evaluate the effectiveness of the ad 2. 3. Session 3 Segmenting Consumers · Demographics · Values / Lifestyles · Geodemographics Behavioural tarageting · Traditionally used after a product launch, segments are based on buying behaviour. · Brand usage · Product category usage · Level of product usage (number of times the product was purchased) · Newer digital methods include: · Tracking visitors’ online selection such as: · Pages visited · Length of time spent on a page · Searches performed Ethical principles of segmenting markets · Ethical dilemmas include · Targeting the vulnerable, such as, the young, sick and cognitively impaired · ‘Conditional branding’ · By making consumers aware of benign medical conditions and profited from the concern they raise among consumers Brand Positioning · A clear positioning statement is essential to developing marketing communications strategies. · Positioning strategies provide for: · Who the target market is · What marketing should say about the brand · What media should be used to reach the target market Brand Loyalty · Highest tier of the hierarchy of effects model · No guarantee that consumers will move to this level · Create a preference for the brand; reduce a consumer’s brand switch Practical Budgeting Methods · Percentage of sales budgeting · Check and collate sales figure and determine a percentage · Competitive parity method · Based the budget on competitor’s spending · The objective-and-task method · Affordability method Concepts and Theories (Apply to number 3) 1. TOMA (Top of mind awareness) 2. ELM (elaboration likelihood model) 3. CPM (cognitive) 4. HEM (hedonic) 5. Functional needs 6. Symbolic needs 7. Experiential needs 8. Liking 9. Credibility 10. Celebrity endorsement i. TEARS model (used to evaluate the appropriateness of getting this particular celebrity) 11. Informing i. Introduction stage for PLC: introduction of new product 12. Persuading i. Growth, majority and decline stage ii. Persuade using price discount iii. Many other factors 13. Reminding i. Majority stage of the PLC – product already very established ii. Act as a deterrent to other entries 14. Adding value i. Further convince our customers ii. Differentiate from competitors 15. Assisting other company efforts 16. Basic Needs 17. Safety Needs 18. Social Needs 19. Ego Needs 20. Self-Actualization 21. Hierarchy-of-effects i. Similar to TOMA ii. Unawareness – Awareness – Expectations – Trial – Beliefs/Attitude – Belief reinforcement / Attitude reinforcement – Brand Loyalty 22. Communication process model 23. Noise (applicable to weakness at point 3 only) 24. Laddering Process i. The interviewer first determines what attributes about the product category are important and then ...

1. 25 May 2018 – IMC (Individual assignment)
Pg 127; Roy Morgan Values Segment (choose 1 of the
remaining 7).
Do not use:
· Basic needs
· Fairer Deal
· Traditional family life
*Refer to Chapter 8 and reference the textbook
1. We use objectives to evaluate the effectiveness of the ad
2.
3.
Session 3
Segmenting Consumers
· Demographics
· Values / Lifestyles
· Geodemographics
Behavioural tarageting
· Traditionally used after a product launch, segments are based
on buying behaviour.
· Brand usage
· Product category usage
· Level of product usage (number of times the product was
purchased)
· Newer digital methods include:
· Tracking visitors’ online selection such as:
· Pages visited
· Length of time spent on a page
· Searches performed
Ethical principles of segmenting markets
· Ethical dilemmas include

2. · Targeting the vulnerable, such as, the young, sick and
cognitively impaired
· ‘Conditional branding’
· By making consumers aware of benign medical conditions and
profited from the concern they raise among consumers
Brand Positioning
· A clear positioning statement is essential to developing
marketing communications strategies.
· Positioning strategies provide for:
· Who the target market is
· What marketing should say about the brand
· What media should be used to reach the target market
Brand Loyalty
· Highest tier of the hierarchy of effects model
· No guarantee that consumers will move to this level
· Create a preference for the brand; reduce a consumer’s brand
switch
Practical Budgeting Methods
· Percentage of sales budgeting
· Check and collate sales figure and determine a percentage
· Competitive parity method
· Based the budget on competitor’s spending
· The objective-and-task method
· Affordability method
Concepts and Theories (Apply to number 3)
1. TOMA (Top of mind awareness)
2. ELM (elaboration likelihood model)
3. CPM (cognitive)
4. HEM (hedonic)
5. Functional needs
6. Symbolic needs
7. Experiential needs
8. Liking
9. Credibility

3. 10. Celebrity endorsement
i. TEARS model (used to evaluate the appropriateness of getting
this particular celebrity)
11. Informing
i. Introduction stage for PLC: introduction of new product
12. Persuading
i. Growth, majority and decline stage
ii. Persuade using price discount
iii. Many other factors
13. Reminding
i. Majority stage of the PLC – product already very established
ii. Act as a deterrent to other entries
14. Adding value
i. Further convince our customers
ii. Differentiate from competitors
15. Assisting other company efforts
16. Basic Needs
17. Safety Needs
18. Social Needs
19. Ego Needs
20. Self-Actualization
21. Hierarchy-of-effects
i. Similar to TOMA
ii. Unawareness – Awareness – Expectations – Trial –
Beliefs/Attitude – Belief reinforcement / Attitude reinforcement
– Brand Loyalty
22. Communication process model
23. Noise (applicable to weakness at point 3 only)
24. Laddering Process
i. The interviewer first determines what attributes about the
product category are important and then links these to
consequences and the abstract values
25. USP Strategy (100% strength)
i. Advertiser claims are based on the superiority of a product
attribute that is unique and represents a meaning and distinctive
consumer benefit

4. ii. This strategy is most useful when a point of difference
cannot be readily matched by competitors
iii. It may force competitors to imitate or choose a more
aggressive strategy
26. Brand Image Strategy
i. Claims are based on a psychosocial differentiation and
symbolic association
ii. A brand is given a distinct identity
iii. Transformational advertising
27. Resonance strategy
i. Reflects the audience’s life experiences
ii. Not focused on a USP or brand image
iii. Can become a weakness because of credibility issue due to
celebrity endorsement (TEARS model)
28. Emotional Strategy (both strength and weakness)
29. Generic Strategy
30. Pre-emptive strategy
i. A generic claim but with an added message of superiority
31. Humour in advertising
32. Fear
33. Guilt
34. Sex
2a) Profile:
1. Buyer behaviour
2. Demographics
3. Consumer values and lifestyle
2c) Specifying media objectives
1. Reach
a. Has to be a percentage; ties in with brand awareness.
2. Frequency
a. Refers to media, also refers to media types aka media
vehicles, number of exposures: min 3, max 10

5. Means End Chaining (MECCAS model)
· A framework for understanding the relationship between the
consumer and advertising
1. Attributes
a. The features or aspects of advertised brands
2. Consequences
a. What consumers hope to receive (benefits) or avoid
(detriments) when consuming brands
3. Values
a. Represent those enduring beliefs people have about what is
important in their life
4. Leverage Point
a. Value orientation and the manner (leverage point) by which
the advertisement will tap into, reach or activate the key value
that serves as the ad’s driving force
Strengths or weakness depends on 2 factors
1. Based on the advertisement selected
2. Profile of your customer/TA
Considered to be a FMCG that is purchased for personal and
household consumption.
BUSINESS 3050—Business Communications Summer 2017
EVALUATION:
Report
Memos, letters, and other assignments
30%
30%
*Grading Scale
90 to 100 A
80 to 89 B
Oral presentation
5%
70 to 79 C

6. Exams (all)
Attendance/class participation
30%
5%
60 to 69 D
Under 60 F
Total
100%
STUDENT LEARNING OBJECTIVES:
Upon successful completion of the course, the student will be
able to:
Learner Outcomes and Assessment Strategies
Demonstrate an understanding of composing and writing
effective styles of business correspondence by creating
pleasant, unpleasant, and persuasive business correspondence
that meet course criteria.
Demonstrate an understanding of message formats including
letter and memo by creating appropriately formatted letters and
memos.
Demonstrate an understanding of emerging technologies in
business communication by apply emerging technologies to
include (but not limited to) e-mail, the Internet, and social
media.
Demonstrate an understanding of employment communications
by creating a resume and application letter that meet course
criteria.

7. Demonstrate an understanding of researching and writing a
business report using APA style by creating an analytical report
using proper APA style.
Demonstrate appropriate skill in delivering business
presentations including technology by delivering at least one
business presentation using PowerPoint that meets course
criteria.
Demonstrate proper use of spelling, grammar, and punctuation
as applied in business communications by creating documents
that exhibit proper use of spelling, grammar, and punctuation.
Access and retrieve relevant information from the CSULA
library databases by creating a report based upon a minimum of
ten (10) current, substantive refereed sources.
GENERAL DIRECTIONS:
1. Prompt and regular attendance is extremely important.
Excessive absence or lateness will lower your final grade.
2. Assignments are due on or before the date scheduled. Only
one assignment may be submitted late and must be submitted
before the assignments are returned to the class. All
assignments must be submitted directly to the instructor; no
email submissions will be accepted.
3. THE FORMAL REPORT IS DUE ON THE DATE
SCHEDULED; otherwise, the grade for the report will be
lowered 30%. The report must be submitted within one week of
the report due date. NO EXCEPTIONS. A hard copy of the
report must be submitted to the instructor, while the digital
copy of the report must be submitted to Turnitin.
4. The written report once submitted and graded cannot be
redone nor given back to you so you can make a copy. Students

8. may be required to submit report notes and drafts.
The analytical report is the culminating product for the course.
Failure to submit the analytical report severely lowers a
student’s overall grade.
5. Report topics must come from the list provided by the
instructor. Reports that are turned in based on unapproved
topics will NOT be accepted, resulting in an F for the report
grade.
6. The formal report, letter of application, and resume must be
computer generated.
7. Spelling errors communicate to the reader that you are
inattentive to detail. Any spelling error will cost you ten
percent of the value of the assignment.
8. Written assignment grades will be based upon the writing
quality as well as the content quality. An “A” document would
contain no major errors in grammar, punctuation, spelling or
sentence structure and would effectively achieve the business
purpose. A document that is less effective and/or contains major
errors would earn a “B” or a “C” grade. A document that
contains
many errors and/or is ineffective in achieving the business
purpose may earn a “D” or “F”.
9. Exams must be taken on the date and at the time scheduled
unless prior arrangements are made. No makeup exam will be
given unless arrangements are made before the exam is given.
10. Make up of in-class assignments and quizzes is not
permitted. The lowest score on your quizzes will be discarded;
if you miss a quiz, that quiz will be the one discarded. In-class
assignments may occur during any class session, announced or

9. unannounced.
11. You must make your oral presentation on the date assigned.
Failure to do so will result in an “F” for 5 percent of your
grade.
12. Your participation grade is based upon the quality of your
participation in addition to your class attendance.
13. Information competency is a major theme of the business
communication course. To receive full participation points, you
must complete all information competency related activities,
including surveys.
14. No tape recording of lectures is permitted.
15. Students are to retain all assignments graded and returned to
them throughout the course.
16. No extra credit assignment or grading on a curve is
permitted by the department.
17. This course, according to the University rules, may be
dropped ONLY DURING THE FIRST WEEK of classes with no
entry on your academic record. Thereafter, any withdrawal is
permitted ONLY FOR SERIOUS AND COMPELLING
REASONS WITH THE APPROVAL OF THE INSTRUCTOR
AND THE DEPARTMENT CHAIR. Nonattendance, poor
performance, misjudgment of the level of class work, failure to
complete tests/assignments, dissatisfaction with the course
materials/instructor, etc., are NOT serious and compelling
reasons. THE STUDENT WILL BE REQUIRED TO PROVIDE
WRITTEN VERIFICATION OF THE SERIOUS AND
COMPELLING REASON(S).
18. If you think you are eligible under the Americans with

10. Disabilities Act (ADA) for accommodation, please contact the
Office for Students with Disabilities at (323) 343-3140, Student
Affairs Building, Room 115.
19. Please turn off all cell phones when you come to class.
Classroom Etiquette and Behavior Expectations
To promote a classroom environment conducive to learning, the
following behaviors are expected of each student:
1. Attend each class session, arrive to class on time, and stay
until class is dismissed.
2. Participate fully in the class by preparing assignments to be
submitted at the beginning of class sessions and completing the
assigned textbook reading prior to class.
3. Use the computers only for BUS 305 in-class assignments;
therefore, surfing the Internet; responding to text, cell, and
email messages; using social networking sites; and other non-
class related activities are not permitted. The classroom printer
is to be used ONLY for BUS 305 in-class assignments.
4. Treat your classmates and instructor with courtesy and
dignity, use professional language and avoid profanity, and
cultivate a professional demeanor.
ANALYTICAL REPORT ASSIGNMENT REQUIREMENTS -
W 2016
Due: February 24, 2016
Assignment
For this assignment, you will be completing the analytical

11. report individually.
The analytical report must be 5 double-spaced pages in length
(from introduction through recommendations) about one of
these topics:
· The Employment Outlook in Your Major for the next five
years
· Strategies for Increasing Mindfulness in the Workplace
· Strategies for Creating and Delivering Powerful Business
Presentations
· Strategies for Developing A Professional Network
· Strategies for Developing Confidence
Additional project details will be provided in class and on
Moodle. Please follow the formatting and content guidelines
that will be posted on Moodle rather than those of the textbook.
You must use a minimum of five credible refereed secondary
sources to compile a reference list. Sources must be cited in the
text, not simply listed in the references. Refereed journal article
sources are preferred. Wikipedia and web sites are not refereed
sources. The sources need to be current; they should have been
written during the past five years.
Report Preparation
Please keyboard your report using Arial 12 font so that it
follows American Psychological Association (APA) 6.0
guidelines with a professional appearance. Attendance at the
APA Style workshop, which is delivered by a member of the
library staff during one class session, is helpful in formatting
the report. The report must be analyzed by Turnitin before
submitting the final copy to the instructor.
Report Parts
Your report must contain the following parts:
1. Title Page

12. 2. Memo of Transmittal
3. Executive Summary
4. Introduction—background of the study and methods of
research
5. Body Chapter
· presents a literature review (secondary research)
· a minimum of one visual aid (table or figure)
· conclusions
· recommendations
6. References in APA Style
Deliverables
Research Question and Outline due January 20
Tentative References due January 27
Completed Report due February 24
Outline for Analytical report assignment
I. Title: The Employment Outlook in Your Major for the next
five years.
II. Memorandum
III. Abstract (Executive Summary)
· Project summary
· History of the research
· Result from the analysis.
· Recommend actions on finding solutions
IV. Introduction
· Purpose of conducting this report
· Essential elements of this report
· Research Method
· Briefly stated
V. Body
· Overview of accounting
· Definition and classification of accounting

13. · The growth of the accounting industry
· The growth of accounting affects to the society
· Provides graphics on the growth of the accounting industry
· Table of data collection
· Conclusion
· Recommendation
VI. References