Shelly Cashman Word 365/2021 | Module 2: SAM Project 1a

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SUBMISSION #2 | SCORE IS: 45 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 0/5
generational marketing. You must write the paper in the MLA style and include suggestions from your
professor. Start by changing the Citations & Bibliography Style of the document to MLA.
Change the Citations & Bibliography style.
The Citations & Bibliography style of the document should be formatted using the MLA
style.
2. To conform to MLA guidelines, modify the Normal style as follows: a. Change the Normal style font 0/5
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.
Update the font in the Normal style.
The Normal style should be updated to use the Times New Roman font.
Update the font size in the Normal style.
The Normal style should be updated to use a 12 point font size.
Update the line spacing in the Normal style.
The Normal style should be updated to use double line spacing.
Update the paragraph spacing in the Normal style.
The Normal style should be updated to use no blank space after the paragraphs.
3. Apply the modified Normal style to the first four paragraphs in the document, from "Lee Bao" to "8 0/6
September 2021".
Apply a style.
The fourth paragraph "8 September 2021" was not found in the document.
4. Center the title paragraph "Generational Marketing: Varying Online Content by Generation". 6/6
Align a paragraph.

5. Insert a header as follows: a. Insert a Top of page (Header) page number with Right alignment all 0/6
pages in the document. b. Edit the header. With the insertion point before the page number, enter Bao
as the header text and then close the Header and Footer area.
Insert a header.
The header should be right-aligned and contain the text "Bao" followed by a Top of page
(Header) page number.
6. Create a First Line indent of 0.5" for the body paragraphs beginning with "When providing online 0/6
content…" and ending with "…ebooks and articles."
Change the paragraph indentation.
All body paragraphs from "When providing online content..." to "...ebooks and articles."
should be formatted using a 0.5" First Line indent.
7. Read the comment from your professor, Nancy Tokai, in the first body paragraph, and then delete it. 6/6
Delete a comment.
8. In the sentence "Campaign designers segment…to suit specific generations.", use the Thesaurus to 6/6
replace the word "customize" with a less formal synonym that starts with the letter "t".
Use the Thesaurus.

9. To provide additional information at the end of the fifth paragraph, move the insertion point 0/6
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.
Insert a footnote.
The footnote following the period in the sentence "...customer's ongoing experience."
should contain the text "These ads include banner and display ads."
10. Modify the Footnote Text style by changing its font size to 12 point, the line spacing to double, and 0/6
the indentation to a 0.5" First line indent.
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.
11. In the main body of the document, find all instances of the text "customers" and replace it with 6/6
consumers to use the more appropriate term for this paper. (Hint: You should make two
replacements.)
Find and replace text.

Find and replace text.

12. On page 2, read the remaining comment from Nancy Tokai, and then reply to it with the following 6/6
text: Thanks!
Reply to a comment.

13. Move the insertion point to the end of the document, and then insert a bibliography as follows: a. Insert 3/6
a page break. b. Insert a Works Cited from the Bibliography gallery.
Insert a page break.

Insert a bibliography.
The bibliography should use the Works Cited style.
14. Format the "Works Cited" heading as follows: a. Apply the Normal style to the heading. b. Center the 6/6
heading.
Apply a style.

Align text in a header.

15. In the bibliography, the year is missing from the Schawbel source. Find the Schawbel source in the 0/6
body of the document and edit it to provide 2020 as the year.
Edit a source.
The Schawbel source should contain the Year "2020".
16. Update the bibliography field so that the Works Cited list reflects the edit you made to the Schawbel 0/6
source.
Update a bibliography.
The bibliography field was not found in the document.
17. Check the Spelling & Grammar in the document to identify and correct any spelling errors. (Hint: 6/6
Ignore names.)
Check spelling and grammar.
 Bao

Lee Bao

Professor Tokai

Marketing Principles

e8 September 2021

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

tailored 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

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 Bao

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 types of ads are those

in podcasts, online pop-up ads, and mobile phone ads, all because they disrupt the consumer’s

ongoing experience.

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)

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.

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 Bao

Works cited

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