General Instructions

1. The body of the paper should have a maximum of 15 pages of text (not including the Executive Summary). Charts and graphs should be put in appendices (not counted as part of the 15 pages). Please follow the Guide to Writing Assignments.

2. The paper should be double-spaced. It should be stapled with a cover sheet that lists the full names of all group members. Please do not put the paper in a folder.

3. This paper must be professionally written. It should be a spell-checked and written in formal English. Do not write in first person. The penalty for a sloppy paper will be severe.

4. Tell the readers something that they do not already know. Assume that the target audience is the Company's Board of Directors. Cover the most important areas, but remember that executives do not want to read too many pages. Managers and decision-makers are busy; they want the information presented as succinctly as possible. Statistics or simple charts/graphs greatly improve the power of persuasion in written reports. It is recommended that you put this information in appendices at the end of the paper.

5. If the final project becomes a cut and paste assignment, your group will not be awarded full credit. The paper needs to flow from beginning to end.

 The following is a suggested outline for the final project.

I. Cover Page: Organization Name, Group Members, Course, and Date.

II. Executive Summary: One page summary of the report

III. Introduction

A. Who will be targeted for your promotion campaign?

B. What would motivate them to purchase your product?

IV. Advertising Strategy Decisions

A. Advertising Objectives: What are you trying to accomplish?

B. Feature Analysis (Strengths and Weaknesses): Compare the organization to its competitors.

C. Measurements of Success: How can we determine whether the objectives have been met?

V. Creative Plan and Copy

A. Message Strategies: What type of appeal should be used?

B. Selling Premises: (e.g., benefits, promises, unique selling proposition)

VI. Additional promotional tools to support your objectives

VII. Conclusion and future considerations

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