Parts 1–3 of your Final Project (including your Elements of Change Matrix) to the Discussion thread for peer review. In addition,
provide a 2- to 3-sentence overview of your project to guide your colleagues in their review.
With the foundation of the Persuasive Marketing Story now established, it is imperative to turn the perspective from the content to
the audience. Imagine you are presenting a marketing story to a group of executives at a major corporation. Included in the meeting
will be the Vice President of Marketing and Marketing Department Head who report to the Chief Financial Officer and Executive Vice
President of the corporation. In order to fully account for your marketing story’s impact, you should be able to identify the key
decision makers, primary audience, and secondary audience. In this case, your primary audience is the VP of Marketing and
Department Head, but the CFO and Executive VP represent the key decision makers as their supervisors. Finally, the secondary
audience can be assumed as a non-related department head not included in the meeting since he or she is likely to hear the
information from another source and is not involved in decision making. Consider the background of your target audience and how to
determine the key decision makers. Also, consider the range of learning and decision styles of target audiences and the different
approach options you can utilize in your story.
For Part 3, complete the following:
WHO
In the Visual Story Map “Who” section:
Identify key decision makers, primary audience, and secondary audience.
Describe the priorities, biases, and relevant attitudes for each (p. 99).
LEARNING STYLES
In the Visual Story Map “Learning and Decision Styles” section:
Identify the relevant and important learning (p. 110) and decision style(s) (p. 112) of audience members.
Learning: Meaning, Concepts, Skills, Adaptations
Decision: Directive, Analytical, Conceptual, Behavioral
FROM THE TEMPLATE ATTACHED IN THE FILE, PLEASE WRITE ABOUT MCKINSEY COMPANY.
I DON’T HAVE THE BOOK SO PLEASE USE YOUR EXPERTISE TO AND KNOWLEDGE TO COMPLETE THIS ASSIGNMENT.
USEFUL WEBSITES
Halloran, T. (2014). Why marketers want to make you cry. Harvard Business Review. Retrieved from https://hbr.org/2014/08/why-
marketers-want-to-make-you-cry
Jantsch, J. (2010). Does your marketing appeal to every learning style? Retrieved from
http://www.colourlovers.com/business/blog/2010/08/24/does-your-marketing-appeal-to-every-learning-style
TakePart. (2011, September 14). TOMS founder Blake Mycoskie: Start something that matters [Video file]. Retrieved from