InstructionsArticle: Winning the Zero Moment of TruthBe certain that your Article Reflection addresses the

Instructions
Article: Winning the Zero Moment of Truth
Be certain that your Article Reflection addresses the following:
Explain the Zero Moments of Truth (ZMOT) concept, components, and its implications.

Explain the distinction between Equal Thought and After Thought.

How do you ensure your Marketing Communications Strategy will enable you to win at ZMOT?

DUE: Before 11:55 PM before Session 3.
Purpose
To engage with ideas complementary to this course’s content
To apply course concepts to marketing-related topics.
To develop a skill to serve in your careers when writing marketing briefs or for business writing, in general
Description
Students will read an assigned article and then write a one-page reflection according to specific assignment requirements and respond to questions for each article.
Instructions—Content
On one page, respond to these questions:
MAIN IDEA (Section 1)
What’s the main idea? (Not a summary, but your main takeaway from the article)
INSIGHTS (Section 2)
I want you to engage with the ideas, the concepts, not critique the articles/videos, per se. Instead, look for what’s of value, for that which could be helpful to you in some way. However, don’t hold back where you disagree; back up assertions with substance. 
APPLICATION (Section 3)
How would you apply the concepts in your personal life and career? (Pick one or more for application)
How would the concepts be useful in Global Marketing decisions, strategy, and communication? (Pick one or more for application)
Bring in your personal experience, education, or learning from this course as relevant.
Instructions—Format
IDENTIFY YOURSELF in the document. At the top of the page: Your name, date, assignment, and course
MS Word or PDF
11pt. Arial, single space, double space between sections and paragraphs, 1” margins
Use headings – all caps – for each of the three sections.
One page approximately – more or less, as needed. “Less is usually more.”
Submit all writing assignments through Sakai by 11:55 PM, typically the night before the Session it’s due.
Evaluation Criteria
The degree to which the student interprets the essence of the article and brings fresh insights
The degree to which the student integrates and connects with course content and personal experience
The degree to which the student fulfills the assignment’s instructions
Readability: short paragraphs, subheadings
Quality of writing: grammar, structure, and flow of ideas