Business Report

Topic: Business Report Order Description Structure of Report The Advertising strategy is to be presented in a Business Report format, i.e. sections and sub-sections that are numbered. Suggested sections: + Executive Summary + Table of Contents + Literature Review (incorporating the current advertisement and product class) + Advertising Strategy -Advertising objectives - Advertising budget - Key Messages - Message execution - Selecting advertising media The paper should include journal articles, texts, media articles, etc. that are relevant to the research scenario and integrate into a coherent discussion. Citation and Referencing It is essential to provide in-text citations and a Reference List. A Reference List should comprise references from various sources including books, marketing/business magazines and journals, internet sites etc. _______________________________________________________ Detailed Structure + Title page + Executive summary - Three parts: The purpose of the report, and then the major findings and then the recommendations + Table of Contents + Introduction - Product brief and background and then background to the advertising campaign + Literature review - Summary of information from journal articles etc about the advertisement and product + Analysis + Recommendations + Reference list _______________________________________________________ Unit Text Book: Marketing - Real People- Real Choices by Solomon and Stuart