Case Study Analysis Rubric 150 points   Category  Excellent  Good  Fair  Needs Development  Introduction   (5 points)  (5) Brief, clear and succinct synopsis to introduce case. (4) Adequate synopsis to introduce case. (3) Fair synopsis to introduce case – may need more details or be too lengthy. (2-0) Short introduction that does not cover the case scenario for the reader clearly, or missing introduction  Key Issues  (10 points)  (10-9) Several strong points demonstrating critical thinking on several key issues covered succinctly. (8-7) Good succinct coverage of several key issues identified and explained. (6-5) Brief coverage on just one or a few key issues that need more thought and details. (4-0) Minimal to no detail covered for key issues. Situation Analysis  (25 points)  (25-22) Detailed description summarizes the situation and covers probable causes and/or significant areas. Critical thinking is evident. (21-19) Adequate case situation explained that also incorporates several areas of significance. (18-13) Brief description of situation covered. Further analysis details needed. (12-0) Further details needed on the case situation. Organizational Strategy  (25 points)  (25-22) Elements of applicable organizational strategy to consider for three alternatives along with pros/cons and any possible ramifications of suggestions. (21-19) Elements of applicable organizational strategy covered for two suggestions that include pros/cons to consider and possible impact. (18-13) Two short suggestions addressed to consider and some elements of organizational strategy impact covered. More details needed. (12-0) Brief suggestion or two with impact of ideas on organizational strategy attempted. Implementation Plan  (25 points)  (25-22) Detailed suggestions on how to implement recommendations that include time frames and possible contingency plan. Critical thinking demonstrated. (21-19) Several implementation suggestions covered in depth that incorporate some time elements to put ideas into place. (18-13) At least one feasible and realistic suggestion explained. (12-0) Further specifics and details needed on how to put suggestion(s) into place. Information may be brief or missing. Benchmarks to  Measure Success  (25 points)  (25-22) Monitoring and measure action plan suggestions show insight and are realistic to demonstrate critical thinking. (21-19) Some realistic monitoring plan suggestions are covered. (18-13) Brief monitoring points are addressed to measure progress and success. (12-0) Further details needed. Benchmark suggestions may be brief or missing. Scholarly Research of  Literature   (15 points)  (15-14) Scholarly research for three recent peer-reviewed journal articles was met and applied in various elem ...

1. Case Study Analysis Rubric 150 points
Category Excellent Good Fair Needs Development
Introduction
(5 points)
(5)
Brief, clear and succinct synopsis to
introduce case.
(4)
Adequate synopsis to introduce case.
(3)
Fair synopsis to introduce case – may
need more details or be too lengthy.
(2-0)
Short introduction that does not

2. cover the case scenario for the
reader clearly, or missing
introduction
Key Issues
(10 points)
(10-9)
Several strong points demonstrating
critical thinking on several key issues
covered succinctly.
(8-7)
Good succinct coverage of several key
issues identified and explained.
(6-5)
Brief coverage on just one or a few key
issues that need more thought and
details.
(4-0)

3. Minimal to no detail covered for
key issues.
Situation Analysis
(25 points)
(25-22)
Detailed description summarizes the
situation and covers probable causes
and/or significant areas. Critical thinking
is evident.
(21-19)
Adequate case situation explained that
also incorporates several areas of
significance.
(18-13)
Brief description of situation covered.
Further analysis details needed.
(12-0)

4. Further details needed on the
case situation.
Organizational Strategy
(25 points)
(25-22)
Elements of applicable organizational
strategy to consider for three alternatives
along with pros/cons and any possible
ramifications of suggestions.
(21-19)
Elements of applicable organizational
strategy covered for two suggestions
that include pros/cons to consider and
possible impact.
(18-13)
Two short suggestions addressed to
consider and some elements of

5. organizational strategy impact covered.
More details needed.
(12-0)
Brief suggestion or two with
impact of ideas on organizational
strategy attempted.
Implementation Plan
(25 points)
(25-22)
Detailed suggestions on how to
implement recommendations that include
time frames and possible contingency
plan. Critical thinking demonstrated.
(21-19)
Several implementation suggestions
covered in depth that incorporate some
time elements to put ideas into place.

6. (18-13)
At least one feasible and realistic
suggestion explained.
(12-0)
Further specifics and details
needed on how to put
suggestion(s) into place.
Information may be brief or
missing.
Benchmarks to
Measure Success
(25 points)
(25-22)
Monitoring and measure action plan
suggestions show insight and are realistic
to demonstrate critical thinking.

7. (21-19)
Some realistic monitoring plan
suggestions are covered.
(18-13)
Brief monitoring points are addressed to
measure progress and success.
(12-0)
Further details needed.
Benchmark suggestions may be
brief or missing.
Scholarly Research of
Literature
(15 points)
(15-14)
Scholarly research for three recent

8. peer-reviewed journal articles was met
and applied in various elements of
analysis. There may be additional
credible outside research support
applied.
(13-11)
Scholarly research for two recent
peer-reviewed journal articles was met.
Other credible outside research may be
evident.
(10-8)
Credible outside research evident. Two
scholarly research sources may not
have been met.
(7-0)
Required scholarly research of
literature was not met. Some

9. research attempt evident,and/or
only text is referred to.
Context
Writing Mechanics
(10 points)
(10-9)
Free of writing errors including grammar,
punctuation, and spelling. Writing is
organized, clear and concise with
thorough details.
(8-7)
1-4 writing errors including grammar,
punctuation, and spelling. Writing is
accomplished and contains only a few
errors. Includes sufficient details and
well organized.
(6-5) Writing errors including grammar,

10. punctuation, and spelling. Writing may
not be clear or concise, contains
numerous errors, lacks information
and/or organization.
(4-0)
More than 11 writing errors
including grammar, punctuation,
and spelling. Writing may be
unfocused and contain serious
errors, lacks detail and
information, and may be poorly
organized.
APA
(10 points)
(10-9)
Zero to one APA issues – Proper APA
format used, and APA reference sources
and in-text cites requirements met.

11. Headings applied for rubric areas.
(8-7)
Two to five APA issues
(6-5)
Six to 11 APA issues
(4-0)
Have over twelve APA issues.
1
Copyright © 2015 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written
consent of McGraw-Hill Education.
Chapter 5
The
Communication
Process
5-2

12. Communication
ght
between a sender and a receiver
- Language
5-3
A Model of the Communication Process
5-4
Basic Model of Communication
Source
• Person or organization that has information to share
with another person or group of people
Encoding
• Putting thoughts, ideas, or information into a symbolic
form

13. Message
• Contains the information or meaning the source hopes
to convey
5-5
Graphic
• Pictures
• Drawings
• Charts
Verbal
• Spoken
Word
• Written
Word
• Song
Lyrics
Musical
• Arrange-
ment
• Instrum-
entation
• Voices

14. Animation
• Action/
Motion
• Pace/
Speed
• Shape/
Form
Verbal Graphic Musical
There are many forms of message encoding
Encoding
5-6
Basic Model of Communication
and receiver
-personal channel or mass media
receiver
- Direct communication between two
or more persons
-of-mouth (WOM): Informal communication among
consumers about products and services

15. -of-mouth
discussion
2
5-7
Personal
Channels
Personal
Channels
Communications Channels
Nonpersonal
Channels
Personal
Selling
Word of
Mouth/Mouse
Print
Media
Broadcast
Media
5-8
Basic Model of Communication
-relevant

16. messages with the help of individual consumers
of consumers who will be used to start spreading the
message
5-9
Basic Model of Communication
thoughts or information
thought
experience
attitudes, and values a person brings to the

17. communication situation
5-10
Basic Model of Communication
process
xperience of the
sender and receiver don’t overlap
hearing, or reading the message
communicated back to the sender
5-11
Methods of Obtaining Feedback in the
Response Hierarchy
5-12
Implications of the Traditional
Hierarchy Models

18. purchasers from unawareness of a product to
readiness to purchase it
l
buyer is in
effectiveness
3
5-13
Evaluating Traditional Response
Hierarchy Models
about the particular product or brand
Affective stage
brand

19. 5-14
Implications of the Alternative
Response Models
marketers might pursue in different situations
differentiation
service
5-15
The Social Consumer Decision Journey
5-16
Cognitive Response Approach
Cognitive responses
• Thoughts that occur to individuals while reading, viewing,

20. and/or
hearing a communication
Counterarguments
• Thoughts the recipient has that are opposed to the position
taken in the message
• Relate negatively to message acceptance
Support arguments
• Thoughts that affirm the claims made in the message
• Relate positively to message acceptance
5-17
Cognitive Response Approach
Source derogations
• Negative thoughts about the spokesperson or organization
making the
claims
• Leads to a lower message acceptance
Source bolsters
• Positive thoughts about the spokesperson or organization
making the
claims
Ad execution-related thoughts

21. • Affect attitudes toward the advertisement as well as the brand
Attitude toward the ad
• Represents the receivers feelings of favorability or
unfavorability toward the
ad
5-18
Elaboration Likelihood Model (ELM)
consumers
process and respond to persuasive messages
that occurs in response to a persuasive message
bility
4
5-19
Counterarguments Support arguments

22. Source derogation Source bolstering
Thoughts about
the ad itself
Thoughts about
the ad itself
Source bolsteringSource derogation
Support argumentsCounterarguments
Affect attitude
toward the ad
Cognitive Response Categories
Product/Message Thoughts
Source-Oriented Thoughts
Ad Execution Thoughts
5-20
Elaboration Likelihood Model (ELM)
Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
or processing of information
Peripheral route –

23. ability and
motivation to process
a message is low;
receiver focuses more
on peripheral cues
than on message
content
Central route –
ability and
motivation to process
a message is high and
close attention is paid
to message content
Routes to Attitude Change
5-21
Elaboration Likelihood Model (ELM)
motivation to process a message is high and close
attention is paid to message content
motivation to process a message is low
message content

24. 5-22
Implications of the ELM
Customers level of involvement has important
implications for marketing communications
- Sales presentation should
contain arguments that are difficult to refute
- Peripheral cues are more
important than detailed message arguments
route to persuasion
1
Copyright © 2015 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written
consent of McGraw-Hill Education.
Chapter 6
Source,
Message, and
Channel

25. Factors
6-2
Persuasion Matrix
Helps marketers see how each controllable
element interacts with the consumer’s
response process
6-3
Decisions Evaluated with the Persuasion Matrix
Receiver/
comprehension
Can the receiver
comprehend the
ad?
Channel/
presentation
Which media will
increase
presentation?
Message/
yielding

26. What type of
message will
create favorable
attitudes or
feelings?
Source/
attention
Who will be
effective in
getting
consumers’
attention?
6-4
Source
message
- Delivers a message and/or endorses
a product or service
- Draws attention to and enhances
the appearance of an ad
6-5

27. Skill
Knowledge
Expertise
Unbiased
Trustworthy
Objective
Unbiased
Trustworthy
Expertise
Skill
Knowledge
Source Credibility
Source
Information
6-6
Source Credibility
ill,

28. or experience
information
communicator and the belief that information from
this source is accurate
2
6-7
Source Credibility
by:
- and low-credibility sources are equally
effective when arguing for a position opposing their
own best interest
eness of a message

29. increases with the passage of time
6-8
Source Attractiveness
similarity, familiarity, and likability
type of relationship with the source
behavior
6-9
Source Attractiveness
ities as spokespeople

30. 6-10
Source Attractiveness
Resemblance
between the
source and
recipient of the
message
Similarity
Knowledge of the
source through
repeated or
prolonged
exposure
Familiarity
Affection for the
source resulting

31. from physical
appearance,
behavior, or other
personal traits
LikeabilitySimilarity Familiarity
6-11
Trust
Risk
Familiarity
Likability
Choosing a Celebrity Endorser
Factors
Match
w/audience
Match w/product
Image
Cost/ROI
6-12

32. Top Celebrity Endorsers
fer Lopez
3
6-13
The celebrity’s behavior may pose
a risk to the company
The target audience may not be
receptive to celebrity endorsers
The celebrity may be overexposed,
reducing his or her credibility
The celebrity may overshadow

33. the product being endorsed
The target audience may not be
receptive to celebrity endorsers
The celebrity may be overexposed,
reducing his or her credibility
The celebrity may overshadow
the product being endorsed
Risks of Using Celebrities
6-14
Meaning Movement and
the Endorsement Process
6-15
Source Power
punishments to the receiver
and scrutiny
source’s
persuasive influence and acquiesces to his or her
position

34. punishment
6-16
Perceived control
Perceived concern
Perceived scrutiny
Perceived control
Perceived concern
Source Power
Source Power
6-17
Message Factors
• Order of presentation
• Conclusion drawing
• Message sidedness
• Refutation
• Verbal versus visual messages
Message

35. structure
• Comparative advertising
• Fear appeals
• Humor appeals
Message appeals
6-18
Message Structure
- Strongest arguments should
be presented early or late in the message but never
in the middle
effective
persuasive
4

36. 6-19
Message Structure
- Messages with explicit
conclusions are more easily understood and
effective in influencing attitudes
6-20
Message Structure
-sided message: Mentions only positive
attributes or benefits, effective if target audience:
dy holds a favorable opinion about the topic
-sided message: Presents both good and bad

37. points, effective when the target audience:
6-21
Message Structure
l: Communicator presents both
sides of an issue and then refutes the opposing
viewpoint
- When verbal
information is:
immediate and delayed recall
lue, addition of pictures do not
increase recall
6-22
Recall and Presentation Order
R
e
c
a

38. ll
Beginning Middle End
6-23
Fear
Appeals
Comparative
Ads
Fear
Appeals
Comparative
Ads
Message Appeal Options
Humor
Appeals
• May stress
physical danger or
threats to health
• May identify social
threats:
disapproval or
rejection
• May backfire if the

39. level of threat is
too high
• May be especially
useful for new
brands
• Often used for
brands with small
market share
• Frequently use in
political
advertising
• They can attract
and hold attention
• They are often the
best remembered
• They put the
consumer in a
positive mood
6-24
Message Appeals

40. naming competitors in an ad and comparing one or
more attributes
threat and arouse individuals to take steps to
remove the threat
-confident and prefers to cope with dangers
product
5
6-25
Message Appeals
- States that ads using
fear appeals should give the target audience
information on the:
e

41. 6-26
Figure 6.5 - Relationship between Fear
Levels and Message Acceptance
6-27
Message Appeals
- Humorous ads:
ve mood
toward the product
the message
when seen or heard repeatedly
6-28
Humor Appeals Advantages and
Disadvantages
Advantages

42. • Aid with awareness and
attention
• Aid name and simple copy
registration
• Aid retention
• Aid persuasion to switch
brands
• Create a positive mood
that enhances persuasion
Disadvantages
• Harm recall and
comprehension
• Harm complex copy
registration
• Do not aid persuasion in
general
• Do not aid source
credibility
• Not very effective in
bringing about sales
6-29
Channel Factors

43. versus nonpersonal channels - Information
received from personal channels is more persuasive
than that received from the mass media
-paced - Readers process the ad at their own rate and
study it as long as they desire
- Transmission rate is controlled by the
medium
6-30
Self-Paced
Media
Self-Paced
Media
Self versus External Paced Media
• Newspapers
• Magazines
• Direct Mail
• Internet

44. • Radio
• Television
Externally Paced
Media
vs.
6
6-31
Channel Factors
on a message
message
r: Amount of advertising in a medium
broadcast environment
Web Exercise 2

45. Focus Text – Chapters 5 & 6
In this exercise, you will identify elements of the
communication process and then analyze the source, message,
and channel factors for Toyota’s Sienna campaign. First, watch
the “Swagger Wagon” video for the Toyota Sienna, which you
can view at https://www.youtube.com/watch? v=pUG3Z8Hxa5I
(If clicking the link above doesn't work, please copy and paste
the URL in a new browser window instead)
This music video is based off a campaign of Sienna
commercials that became viral sensations. After watching the
video and exploring this site, visit the following websites for
additional components of the campaign:
http://www.youtube.com/user/sienna
https://www.facebook.com/sienna
http://www.toyota.com/sienna/#!/Welcome
Successful completion of the following questions will require
you to integrate information from the Chapter 5 and 6 readings.
Please provide your answers to the following questions in the
Web Exercise submission area within this folder.
1. Who is the source for the Sienna “Swagger Wagon” ad? Who
are the receivers and audience of this campaign?
2. Source attractiveness encompasses similarity, familiarity, and
likability. How persuasive do you think this campaign is to its
receivers, based on these characteristics?
3. What is the meaning that the company is trying to convey in
the Sienna campaign?
4. What appeal is being used in this campaign? Why do you
think Toyota chose this type of appeal?

46. 5. How can feedback for this entire Sienna campaign be
collected, and how would it determine effectiveness of the
campaign?
Case_4_Navigating_Change_Case_01.pdfCase_4_Navigating_C
hange_Case_02.pdfCase_4_Navigating_Change_Case_03.pdfCa
se_4_Navigating_Change_Case_04.pdfCase_4_Navigating_Cha
nge_Case_05.pdfCase_4_Navigating_Change_Case_06.pdfCase
_4_Navigating_Change_Case_07.pdfCase_4_Navigating_Chang
e_Case_08.pdfCase_4_Navigating_Change_Case_09.pdfCase_4
_Navigating_Change_Case_10.pdfCase_4_Navigating_Change_
Case_11.pdfCase_4_Navigating_Change_Case_12.pdf