Periodical Review for Marketing to College Students
https://www.ama.org/publications/MarketingNews/Pages/college-media-peter-pan-syndrome.aspx 1. Who is the author(s)? * What are this person’s qualifications (education, business or administrative experience, scholarly achievements, etc.) for writing on this topic? * How credible is the writer (qualified as well as unbiased)? * What other relevant published work has the author produced? Does this boost the author’s credibility? * What is the author’s viewpoint/perspective (e.g., pro-business vs. pro-consumer, conservative vs. liberal, religious vs. secular, marketing vs. finance, nativist vs. globalist, etc.)? Note: Background information can be found in Who's Who, The New York Times Biographical Index, Contemporary Authors, or other biographical references, on university/corporate web pages, or by typing the author’s name in a search engine. 2. What is the author's message? * What is the major theme (in one or a few sentences)? * What is the author's purpose/motive for writing? * What are the article's objectives, i.e., what does the author want the audience to think, believe, or do? * What are the major issues raised or questions addressed? * Does the author identify and clearly explain key concepts or ideas we need to understand in order to comprehend the writer’s line of reasoning? * What factors might have influenced the author's viewpoint based on his or her background? * What conclusions are drawn? Do they logically follow from the evidence and assumptions? Do you agree or disagree with these conclusions? * What other conclusions, if any, could be drawn from the same information and assumptions? * What are the implications and consequences that follow from the conclusions? How were these reached? 3. What evidence is offered to support the author's message? * What is the most important information in the article? Cite three or four key points, examples, anecdotes, references, facts, quotes, experiences, data, or aspects of a research study that support the theme. (Consider, where relevant, possible faults in the research methodology; qualifications of the people the author quotes; and veracity of prior research studies or articles cited.) * Is the article balanced or biased, i.e., is information presented that opposes the author’s viewpoint as well as information that supports it? * Is the evidence clear, accurate, and relevant to the question at issue? * Is there sufficient evidence? 4. How well is the argument presented? * Is the article clearly organized and easy to follow (e.g., logical flow, sections tied together, use of exhibits, etc.)? * Is the article clearly written? Explain. * Is the article interesting? Why or why not? * Does the author have a particular point of view/perspective that is shaping his or her argument? If so, describe this perspective. Is there another viewpoint that should be considered? * How well does the argument incorporate the following critical thinking/intellectual standards?: • Clarity: Is further elaboration/explanation needed? Are examples or illustrations needed? (E.g., “Something should be done to improve direct marketing efforts” is very vague.) • Accuracy/truthfulness: Does the author present true information? Does the writer verify statements? (E.g., “Most consumers are over 200 pounds in weight” is incorrect.) • Precision: Is the author specific, providing sufficient details? (E.g., “The typical American consumer is overweight” doesn’t tell by how much.) • Relevance: Is everything connected to the article’s theme? (E.g., how well a company is performing shouldn’t be measured by its employees’ efforts since performance is a measure of output, not input.) • Depth: Does the argument address the complexities of the issue? (E.g., “Just say no” is a superficial answer to dealing with our nation’s drug problem.) • Breadth: Do we need to consider another viewpoint or perspective besides the author’s? Does the article only recognize the insights of one viewpoint on a debatable issue? Does it consider and respond to objections framed from other relevant viewpoints? • Logical consistency/logical fallacies/faulty reasoning (vs. compelling arguments). (When the thoughts are mutually supporting and make sense in combination, the thinking is logical, not contradictory.) Does the evidence support the author’s claims? * Are there limitations and/or assumptions that should be tested? What is the author taking for granted that might be questionable (this is often unstated)? * Facts vs. opinions, preferences, and assumptions: Are opinions, preferences, or assumptions presented as though they are facts? * Is there any use of propaganda techniques to influence opinions and to avoid the truth (typically by either omitting or distorting significant information)? * Are the article's objectives clear and are they successfully met? * What is your opinion—do you agree or disagree with the author(s)? Why? 5. How does this article relate to other work, things you know, or things you can discover in this area of marketing? These can include other authorities (compare and contrast with other articles, books, professors you’ve taken, supervisors you’ve had, etc.), your or others’ personal experiences, concepts learned in BUS342 or in other marketing, business, and/or college courses, etc. Does the article add something new to our existing knowledge? 6. What is the significance of this article for marketing practitioners, public policy makers, and/or consumer advocates? * Is the topic timely and important? For whom? How so? * What consequences are likely to follow if people take the author’s line of reasoning seriously? * How useful are the author's ideas, findings (facts discovered), conclusions (inferences from the findings), and recommendations (actions suggested based on the conclusions)? Examples: What are the major implications for target marketing and positioning and/or for decisions on either one or more of the “4 P’s,” public policy, or consumer decision making? Are there any take-aways for consumers to use? (These can be both ideas stated as well as implied by the author.) * Does the article contribute to our knowledge of CB? If so, how? * Did the author neglect anything important? What other information might be necessary to know before making any judgment on the value and importance of this article? FORMAT OF PAPERS Each report is to be approximately four to five double-spaced pages of typewritten, 10-to-12-point-font-size text, plus any exhibits that you might wish to add. Include a title page with the name of both the article and the periodical in which the article appeared, the date of publication, your student number for this course, the course name and number plus your section letter (A or B), my name, and due date. Please attach to your paper either a photocopy of or a link to your article. Cite any sources of information consulted in addition to the article itself (especially those related to item 5 above). Follow all other format procedures noted on the syllabus and on the Experiential Applications Exercises Assignment handout.