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
- 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 | EMERGING | DEVELOPING | PROFICIENT | EXEMPLARY |
| Product Description | 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. |
| Compare and Contrast Product Benefits | 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. |
| Define Your Target Market | 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
| How Does The Product Meet The Needs of Your Target Audience | 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. |
| Grammar | 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. |
