Analyze an article from sources such as The New York Times, The Wall Street Journal, Business Week, Adweek, Advertising Age, Communication Arts, Brandweek. Psychology Today, American Psychologist, Eye Magazine, and Print Magazine, or other another periodical or web site about any of the topics in the text.
The paper with analysis should be 4 pages doubled spaced. Discuss how the article relates to relevant supporting material from the text. In other words how the article supports, contradicts, and/or furthers the text material. Make a specific conclusion about what the article means. What is your opinion of the article’s point? In other words, is the appeal made or technique discussed likely to make marketing efforts more effective and why? Then, consider an alternative view. If it’s a negative article what positive use/benefit could there be that weren’t considered? Conversely, if a positive article, what are the potential risks to be aware of? In other words, what are the pro and con implications to a marketer?
To clarify what represents an article about a text topic: An article about the success of Walmart will likely not be a useful topic. Yes, its success is likely due in part to marketing. However, it won’t be appropriate if the article does not focuses on a specific consumer behavioral aspect or a technique, tactic etc. used in crafting consumer appeals that led to or supported Walmart’s success. The article must address a topic in any depth related to text topics. Another example: Star Wars as a Brand article. Similar to Walmart, Star Wars is not a text topic. However, it may be used if the article discusses/analyzes branding and how it led to the success of Star Wars. Or it may be appropriate if it describes how Star Wars has been used as a brand image to appeal to consumers. The point is that the article needs to be robust enough for you to find a wealth of text reference material to analyze and critique the article’s point of view and offer a pro and con.
Other examples: Driver licenses as debit cards or new cell phone features as hot new consumer products. These simply aren’t consumer behavior appeal techniques. Exploring product as an aspect for the Principles of Marketing course may work. However, for this course, the article must focus, explore, analyze, consumer behavior in use of debit cards or cell phones for example. If it doesn’t focus on a consumer behavior characteristic or how to appeal to consumers, it likely won’t relate to text topics and course’s purpose. However, if the article focuses on how consumer behavior can be appealed to, (as noted above) or impacts a company’s marketing effort via these products because of techniques related to text material, making a critical pro and con is likely possible.
In summary, remember this is a scholarly analysis of an article that explores a topic in the text. These are topics, areas of study, about behaviors, such as lifestyle, psychology, age, how, where, when consumers shop and much more. Also, the course is particularly related to understanding behaviors, related to culture, socialization, colors, words, designs, including the topics mentioned in the previous sentence etc. These topics can be used to craft appeals that consumers will respond favorably to, particularly via advertisements.
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