SAM_WD19_APA_2a_SubeydaJama_Report_2
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Metropolitan State University Of Denver *
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Course
100
Subject
Industrial Engineering
Date
Feb 20, 2024
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docx
Pages
9
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subeyda jama
SUBMISSION #2 | SCORE IS: 87
OUT OF 100
GE Ver 17.2.0-rc0000
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 APA style and include suggestions from your professor. Start by changing the Citations & Bibliography Style of the document to APA
4/4
Change the Citations & Bibliography style.
2.
To conform to APA 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.
4/4
Update the font in the Normal style.
Update the font size in the Normal style.
Update the line spacing in the Normal style.
Update the paragraph spacing in the Normal style.
3.
Apply the modified Normal
style to the first four paragraphs in the document, from "Lee Bao" to "8 September 2021".
4/4
Apply a style.
4.
Center
the four paragraphs on the title page.
4/4
Align a paragraph.
Align a paragraph.
Align a paragraph.
Align a paragraph.
5.
Center
the title paragraph "Generational Marketing: Varying Online Content by Generation" on page 3.
5/5
Align a paragraph.
6.
Insert headers to follow APA specifications as follows: a. Insert a Blank (Three Columns) header. b. Select the Different First Page option to remove the current header from the first page. c. Add a header back to the first page by inserting a Blank (Three Columns) header. d. In the first page header, delete the center content control. e. Type Running head: GENERATIONAL MARKETING: VARYING ONLINE CONTENT BY GENERATION as the left content control text, and then press the DELETE
key twice to remove the middle TAB character. f. Select the right content control, and then add a Plain Number
3/4
Shelly Cashman Word 2019 Module 2: SAM APA Project 1a
page number from the Current Position gallery. g. In the header starting on the second page, delete the center content control. h. Type GENERATIONAL MARKETING: VARYING ONLINE CONTENT BY GENERATION as the left content control text, and then press the DELETE
key twice to remove the middle TAB character. i. Select the right content control, and then add a Plain Number
page number from the Current Position gallery. j. Close Header & Footer Tools.
Insert a header.
Apply the Different First Page header option.
Insert a header on the first page.
Enter text in the header on the first page.
Insert a page number in the header on the first page.
The header on the first page should contain a Plain Number page number aligned to the right margin.
Enter text in the header of the report.
Insert a page number in the header of the report.
7.
Create a First Line
indent of 0.5"
for the body paragraphs beginning with "When
providing online content…" and ending with "…ebooks and articles."
4/4
Change the paragraph indentation.
8.
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 Table 1. ((
Hint
: The Check
the Show All Bibliography box should be checked in order to see all fields.).
2/4
Delete a comment.
Insert a citation to a new source.
The Pew Research Center source should contain the Medium "Website".
9.
Insert a citation to the existing Chastfield source before the period at the end of the sentence, "Campaign designers segment…to suit specific generations."
4/4
Insert a citation to an existing source.
10
.
In the same sentence, use the Thesaurus to replace the word "customize" with a less formal synonym that starts with the letter "t".
4/4
Use the Thesaurus.
11
.
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.
4/4
Edit a source.
12
.
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 Table 2. ((
Hint
: The Check the Show All Bibliography box should be checked in order to see all fields.).
0/5
Insert a citation to a new source.
The Rivera source should contain the Medium "Print".
13
.
Edit the Vance citation in the fifth paragraph ("Across the generations… ongoing experience.") to add 14
as the page number.
5/5
Edit a citation.
14
.
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.
5/5
Insert a footnote.
15
.
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.
0/5
Modify the font size in the Footnote Text style.
The Footnote Text style should be modified to use a 12 point font size.
Modify the line spacing in the Footnote Text style.
The Footnote Text style should be modified to use double line spacing.
Modify the indent in the Footnote Text style.
The Footnote Text style should be modified to use a 0.5" First Line indent.
16
.
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.)
5/5
Find and replace text.
Find and replace text.
17
.
On page 4, read the remaining comment from Nancy Tokai, and then reply to it with the following text: Thanks!
5/5
Reply to a comment.
18
.
Modify the "References" paragraph as follows to match the APA style: a. Move the
insertion point to the beginning of the "References" paragraph, and then insert a manual page break. b. Center
the "References" paragraph on the new page.
5/5
Insert a page break.
Align a paragraph.
19
.
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.
5/5
Insert a bibliography.
20
.
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.
5/5
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Edit a source.
21
.
Update the bibliography field so that the References list reflects the edit you made to the Schawbel source.
5/5
Update a bibliography.
22
.
Check the Spelling & Grammar in the document to identify and correct any spelling errors. (Hint: Ignore names.)
5/5
Check spelling and grammar.
Running head: GENERATIONAL MARKETING: VARYING ONLINE CONTENT BY GENERATION
1
Lee Bao
Professor Tokai
Marketing Principles
8 September 2021
6
GENERATIONAL MARKETING: VARYING ONLINE CONTENT BY GENERATION
Abstract
This paper explores the online marketing preferences of four generations. The paper will outline how Baby-Boomers, Generation X, Y and Z prefer to receive their online content, how they like to be marketed to, and how they differ.
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7
GENERATIONAL MARKETING: VARYING ONLINE CONTENT BY GENERATION
Generational Marketing: Varying Online Content by Generation
When providing online content, sales and marketing professionals must appeal to consumers 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) (Pew Research Center, 2020).
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
tailor marketing content to suit specific generations (Chastfield, 2021).
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 (Rivera, 2020).
Across the generations, preferences for online advertising is much different from preferences for online content. Most consumers still prefer television and print ads, especially if the TV spots are short and not played too frequently (Vance, 2020, p. 14). The least favorite This file created specifically for subeyda jama
8
GENERATIONAL MARKETING: VARYING ONLINE CONTENT BY GENERATION
types of ads are those in podcasts, online pop-up ads, and mobile phone ads, all because they disrupt the consumer’s ongoing experience
1
.
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, 2020).
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. 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.
1
These ads include banner and display ads.
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9
GENERATIONAL MARKETING: VARYING ONLINE CONTENT BY GENERATION
References
An, M. (2020, November 6). Content Trends
. Retrieved September 1, 2021
Chastfield, P. (2021, March 3). Bridging the Generational Content Gap. Market Demographics
, pp. 20-21.
Pew Research Center. (2020, May 1). Retrieved August 30, 2021, from Generation Study.
Risser, K. (2020, December 12). Online Content: Consumers' Preferred Channels
. Retrieved September 2, 2021
Rivera, P. (2020, June 5). Generation Gaps. Market Analysis
, p. 20.
Schawbel, D. (2020, January 20). 10 New Findings About the Millennial Consumer. Forbes Magazine
, p. 15.
Vance, S. (2020, November 14). Advertising Trends and Preferences. The Clarion
.
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