FUNDAMENTALS OF CONSUMER BEHAVIOR FINAL

This competency gives you a basic understanding of what motivates and influences purchasing behavior, the role of demographics, as well was promotional practices that trigger behavior. The purpose of this Final Assessment is to develop a 30-second creative promotional infomercial for a product or service of your choice directed toward your target market that will demonstrate an understanding of the competency material.

Fundamentals of Consumer Behavior Final Assessment: Outline and Rubric
Purpose of this Assessment
This competency gives you a basic understanding of what motivates and influences purchasing behavior,
the role of demographics, as well was promotional practices that trigger behavior. The purpose of this
Final Assessment is to develop a 30-second creative promotional infomercial for a product or service of
your choice directed toward your target market that will demonstrate an understanding of the
competency material.
Items Required for Submission
1.
30 second voice over PowerPoint Infomercial
Step ONE: Develop Content
Clearly and comprehensively discuss the specific problem addressed by the product/service. Introduce
the product/service with an emphasis on the solution to the problem.
Step TWO: Construct Slides
Make a clear and articulate promise to the target market delivering the major benefits and advantages of
the product/service. Includes a catchphrase. Repeats the promise at least three times during the
infomercial as a way to reinforce the message. Here is an example of a product promise:
Geico Auto Insurance: “15 minutes or less can save you 15% or more on car insurance.”
Construct 3 – 4 slides. You may include a creative graph, chart, animation or other media to support the
message.
Final Assessment: Outline and Rubric
1
Fundamentals of Consumer Behavior Final Assessment: Outline and Rubric
Step THREE: Add Voiceover/Narration
Creates value by presenting the product/service offered. Sweetens the pot by adding extras to the offer,
or discounting the price. Sets a time frame to act.
You can add audio to your PowerPoint presentation directly. Click the slide that you want to add a sound
to. On the Insert tab, in the Media group, click the arrow under Audio, and then click Record Audio. To
record the comment, click Record, and start speaking. When you are finished recording, click Stop.
Repeat this process of each slide.
Step FOUR: Complete Checklist for Submission
Before you submit your work, check to see if you have met the criteria noted below. Did you:
✓
✓
✓
✓
✓
✓
Describe your product
Compare and contrast your product benefits
Define your target market
Outline how your product meets the needs and desires of your target audience
Proofread your presentation for grammatical and spelling errors
Verify your presentation is not longer than 30 seconds and easy to understand
Step FIVE: Submit Your Work
●
Your completed files should be submitted through the Final Assessment page of your competency.
●
Please note, for files smaller than 10MB (e.g., most Word documents), use the corresponding
“+UPLOAD STUDENT FILE” button to upload your Final Assessment documents. For larger files of
any type (e.g., voice over PowerPoint files, video presentations), please use the optional TEXT
EDITOR to provide a URL where your tutorial faculty can download your file.
●
How you create a download URL is up to you, but various free online providers, including Google
Drive and Dropbox, offer this service. Please make sure that the URL you provide can be accessed
by anyone with the link. For further instructions on how to create public links for uploaded files,
consult the support pages for your chosen provider.
Final Assessment: Outline and Rubric
2
Fundamentals of Consumer Behavior Final Assessment: Outline and Rubric
Scoring Rubric for Final Assessment
Criterion
Product
Description
Compare and
Contrast Product
Benefits
Define Your
Target Market
EMERGING
DEVELOPING
PROFICIENT
EXEMPLARY
The product
description does
not include
sufficient detail
and
understanding. It
lacks an adequate
explanation what
a product is and
why it is worth
purchasing.
The product
description
presents a brief
explanation of
what the product
is and why it is
worth purchasing.
The product
description
contains some
elements of an
explanation of
what the product is
and why it’s worth
purchasing.
The product description is
well written and
organized. It explains
what the product is and
why it is worth
purchasing.
The discussion
does not contain
an adequate
comparison and
contrast of the
product benefits.
The discussion
focuses on
product features.
The discussion
contains a limited
comparison and
contrast of the
product benefits.
The discussion
focuses on
product features.
The discussion
contains a partial
comparison and
contrast of the
product benefits.
The discussion
focuses on product
features.
The discussion presents
sophisticated comparison
and contrast of the
product benefits. The
discussion focuses on
product benefits rather
than features.
The discussion
does not contain a
description of
your ideal
customers. Lacks
a sufficient
discussion of their
demographics
such as age, race,
ethnicity, income
and education.
The discussion
contains a partial
description of
your ideal
customers.
Missing elements
of their
demographics
such as age, race,
ethnicity, income
and education.
The discussion
contains a limited
description of your
ideal customers.
Lacks a sufficient
discussion of their
demographics such
as age, race,
ethnicity, income
and education.
Provides a detailed
description of your ideal
customers. Includes a
discussion of their
demographics such as
age, race, ethnicity,
income and education.
Final Assessment: Outline and Rubric
3
Fundamentals of Consumer Behavior Final Assessment: Outline and Rubric
Does not describe
how the product
meets the needs
of the target
audience.
Missing elements
how the product
meets the needs
of the target
audience.
Contains some
elements how the
product meets the
needs of the target
audience.
Describes three ways the
product meets the needs
of the target audience.
The slides do not
contain proper
grammar and
punctuation.
The slides contain
several errors in
proper grammar
and punctuation.
The slides contain
only one error in
proper grammar
and punctuation.
The slides contain proper
grammar and
punctuation.
Presentation
Delivery
Presentation is
unclear and/or
difficult to
understand. It is
not the required
length.
Presentation is
somewhat
understandable
but may not be
clear and/or
interesting. It is
less than the
required length
such as only 1
slide.
Presentation is
fairly interesting,
understandable,
and clear. It is less
than the required
length such as only
2 slides.
Presentation is exciting,
clear, and easily
understood. It is the
required length of 3 to 4
slides.
Presentation
Timeliness
Presentation is 30
seconds or more
too long.
Presentation is 20
seconds too long.
Presentation is 10
seconds too long.
Presentation is the
required length of 30
seconds.
How Does The
Product Meet The
Needs of Your
Target Audience
Grammar
Final Assessment: Outline and Rubric
4