Shelly Cashman Word 2019 | Module 2: SAM Project 1a

Generational Marketing
CREATING A SHORT RESEARCH PAPER

GETTING STARTED
 Open the file SC_WD19_2a_FirstLastName_1.docx, available for download from the
SAM website.

 Save the file as SC_WD19_2a_FirstLastName_2.docx by changing the “1” to a “2”.

o If you do not see the .docx file extension in the Save As dialog box, do not type it.
The program will add the file extension for you automatically.

 With the file SC_WD19_2a_FirstLastName_2.docx still open, ensure that your first
and last name is displayed in the footer.

o If the footer does not display your name, delete the file and download a new copy
from the SAM website.

PROJECT STEPS
1. You are writing a research paper for your Marketing Principles class. The topic of the
paper is 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.

2. To conform to MLA guidelines, modify the Normal style as follows:

a. Change the Normal style font 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.

3. Apply the modified Normal style to the first four paragraphs in the document, from "Lee
Bao" to "8 September 2021".

4. Center the title paragraph "Generational Marketing: Varying Online Content by

5. Insert a header as follows:

a. Insert a Blank header at the top of the page.

b. Right-align the header paragraph.

c. Enter Bao as the header text, insert a space, and then insert a Plain Number
page number from the Current Position gallery.

d. Close the Header & Footer Tools.

6. Create a First Line indent of 0.5" for the body paragraphs beginning with "When
providing online content…" and ending with "…ebooks and articles."
Shelly Cashman Word 2019 | Module 2: SAM Project 1a

7. Respond to the comment from your professor, Nancy Tokai, in the first body paragraph
as follows:

a. Read the comment, and then delete it.

b. Before the period in the sentence "These groups include…(born from 2000 on).",
insert a citation to a new source using the information shown in Figure 1. (Hint:
The Tag name is intentionally blurred because it is generated automatically.)

Figure 1: Web Site Source

8. Insert a citation to the existing Chastfield source before the period at the end of the
sentence, "Campaign designers segment…to suit specific generations."

9. In the same sentence, use the Thesaurus to replace the word "customize" with a less
formal synonym that starts with the letter "t".

10. In the fourth body paragraph ("The generations all…and whitepapers."), find the Risser
citation, and then edit the source to use 2 as the Day Accessed.

11. In the same paragraph, before the period at the end of the sentence, "Another
similarity…and whitepapers.", insert a citation to a new source using the information
shown in Figure 2. (Hint: The Tag name is intentionally blurred because it is generated
automatically.)

Figure 2: Article in a Periodical Source

12. Edit the Vance citation in the fifth paragraph ("Across the generations… ongoing
experience.") to add 14 as the page number.

13. To provide additional information at the end of the fifth paragraph, move the insertion
point 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.

14. Modify the Footnote Text style by changing its font size to 12 point, the line spacing to
double, and the indentation to a 0.5" First line indent.

15. In the main body of the document, find all instances of the text "customers" and replace
it with consumers to use the more appropriate term for this paper. (Hint: You should
make two replacements.)

16. On page 2, read the remaining comment from Nancy Tokai, and then reply to it with the
following text:

Thanks!
Shelly Cashman Word 2019 | Module 2: SAM Project 1a

17. Modify the "Works Cited" paragraph as follows to match the MLA style:

a. Move the insertion point to the beginning of the "Works Cited" paragraph, and then
insert a manual page break.

b. Center the "Works Cited" paragraph on the new page.

18. Move the insertion point to the left-aligned blank paragraph at the end of the document,
and then use the Insert Bibliography command to insert a list of sources without a
built-in heading.

19. In the bibliography, the year is missing from the Schawbel source. Find the Schawbel
source in the body of the document and edit it to provide 2020 as the year.

20. Update the bibliography field so that the Works Cited list reflects the edit you made to
the Schawbel source.

21. Check the Spelling & Grammar in the document to identify and correct any spelling
errors. (Hint: Ignore names.)

Your document should look like the Final Figure on the following pages. Save your changes, close
the document, and then exit Word. Follow the directions on the SAM website to submit your
completed project.
Shelly Cashman Word 2019 | Module 2: SAM Project 1a

Final Figure