COMM-3020 Professional Communication

Assignment Instructions Write an informative and compelling analytical research report on a business program-related topic of your choice. Use APA documentation format. Your report will include three scholarly articles as well as at least one chart or graphic to illustrate your data. Please include a case study to demonstrate recommendations. No assignments will be accepted after the last day of class unless there is accompanying documentation or a prior agreement has been made. See the report rubric for grading criteria. Format Memo format Single space 12 point font VVerdana, Arial, Times New Roman, Calibri, or other sans serif font Introduction, thesis, analysis, recommendations, conclusion o At least 1 graphic Indirect or direct pattern of organization At least 3 scholarly sources with other supplementary sources such as news reports, etc. Appropriate business style (active voice, business language, polite approach, informative content) Length The research report should be 100-1500 words (including references page in APA form and your case study). Remember that you must include in-text citations for all paraphrased research and directly cited quotations and graphics. More depth and detail will be expected of a larger group (3000+ words). Additional case study examples can be examined or contrasted for more depth. Research Your research report should include at least three academic sources to support your analysis and conclusions. Cite sources using APA. Use both in-text citation and a reference page. Note that all submissions will undergo plagiarism detection, so be sure to document all sources properly. You may utilize your documents and writing from your proposal yardstick submission. Optional Abstract or Executive Summary: You can see this in most journal articles that you have searched for this report. An abstract (300 word paragraph) summarizes your report's major themes including A) the topic of your report and the problem or issue being investigated:; B) the outline or major findings of your analysis; and C) a brief interpretation of your conclusions or recommendations. Introduction: This will offer any background information the reader will need to have to understand your ideas and provide context to your arguments. Identify a problem or situation that you will be able to offer your own analysis, critique, and recommendations. It will then provide a clear thesis that outlines key issues and takes a stand of the problem being presented. You will also set the scope of your investigation as many issues are too large and you will have to limit the field of your study to a certain aspect. (For instance, when discussing the oil sands pipeline issue in Canada, it would be too broad to cover trade with the USA, First Nations conflict and divisions, international reputation, environmental impacts, and financial implication. It would be best to limit the discussion to one major area such as political implications OR environmental consequences). Present research on the topic covering both sides of the issue, ensuring non- biased coverage of the topic. Confront counter arguments and offer rebuttals to round out your discussion and demonstrate a fair evaluation of the issues. Raise issues or questions that have not been addressed and need further action. (For example, one could state, \"We have to wonder why the statistics for the Corona Virus are so inconsistent when presented by the media. Questions must be asked regarding possible motive and biases that influence their reports. The public needs to be more aware of how statistics are being manipulated in order to create a certain perception.\" From here, this allows you to discuss findings and offer your interpretation of the issues at play.) Case Study: Incorporated into your research report will be your second case study of a specific company/person/event that you can extrapolate your own analysis. The case study must be relevant to the report and allow you to offer your own analysis on the issue you are investigating. Conclusion: Reiterate the significance of the topic. It both summarizes the main points covered by the research problem and recommends future areas of thought and exploration. NOTE: Plagiarism will result in a grade of zero. No rewrites or make ups will be accepted for plagiarized submissions. DATE: OOOOOOOOOO0 TO: Cleito David FROM: Student Name SUBJECT: Findings, Analysis, and Recommendations for Product Placement The following is an analytical report concerning the early history, current uses, and future possibilities of product placement as a marketing and promotions tool for corporate advertisers. This report will also provide relevant examples of product placement, as well as some useful recommendations for product placement techniques in today's society. Introduction: For years, corporations have been promoting their products and brands through the use of an advertising technique known as product placement. By definition, \"product placement is a one-way communication, usually sponsored by a profit- generating corporation.. [where] the intent of this communication is to increase consumer demand for the corporation's products\" (McPherson, 2008, p.11). Unlike traditional forms of advertising that prefer to use a more conspicuous purchase invitation, product placement carefully and covertly transmits messages which reach consumers (sometimes) unconsciously to endorse a brand through the TV shows, movies, music, and other forms of media entertainment in which they are engaged (McPherson, 2008, p.12). But product placement is by no means a modern phenomenon. In fact, product placement techniques can be found within mass media content as early as the 1920s, making it a lasting and evidently effective technique for reaching target consumers (Newell, 2006, p.22). Forms of Product Placement: According to Caohen (2006), product placement can take a variety of different forms. Some of these forms may include: Background Positioning the product is placed inconspicuously into the set or scene of a TV show or movie * Active Positioning the product is being handled by or is briefly mentioned by the actors in a scene * Plot Positioning the product is written directly into the plot and becomes a major aspect/focal point of the story Top 5 Advergaming Brands 2009 M Oakley M Nike Adidas B TW Nike W Tag Heuer (Enders, 2007, p. 228) Successful Product Placements: The most successful product placement attempts in history typically result in the one or more of the benefits which come from endorsing a product through entertainment and pop culture mediums: reaching a specifically targeted audience to increase brand awareness, influencing their purchase behavior so as to gain market share or sales, or simply becoming a more popular/ viral brand among audiences and general consumers (McPherson, 2008, p.15). The following are examples of some of the most successful product placement campaigns in history, according to Enders and Brandt (2007): 2005 Award for Overall Product Placement: Ford \"In 2005 alone, Ford appeared in nearly 50% of all number one films (41 in total)\" (p.229) to constantly reinforce their brand in the minds of consumers. This campaign ultimately led Ford to become the most popular car manufacturer in North American pop culture. * Lifetime Achievement Award for Product Placement: Gatorade At the finale of Superbowl XXI, Harry Carson (a former New York Giants football player) dumped a cooler of Gatorade on his coach's head. This act spiraled the brand into portrayal in almost every pop culture football sideline celebration since the 1990s. Therefore, in Hollywood today, it is still considered a well-known fact that \"if you are making a sports movie that has any action, Gatorade is one of the most natural fits"(p.230). This can * Advertisement Placement a commercial or advertisement for a product is seen (rather than the actual product or service itself) The Rise of Advergaming: A more recent form of product placement is the use of advergaming. Zodal, a company specializing in the design of digital content, defines Advergaming as \"the use of interactive gaming technology to deliver embedded advertising messages to consumers. Advergaming incorporates branding directly into the gaming environment\DATE: OO TO: Cleito David FROM: Student Name SUBJECT: Findings, Analysis, and Recommendations for Product Placement The following is an analytical report concerning the early history, current uses, and future possibilities of product placement as a marketing and promotions tool for corporate advertisers. This report will also provide relevant examples of product placement, as well as some useful recommendations for product placement techniques in today's society. Introduction: For years, corporations have been promoting their products and brands through the use of an advertising technique known as product placement. By definition, \"product placement is a one-way communication, usually sponsored by a profit- generating corporation...[where] the intent of this communication is to increase consumer demand for the corporation's products\" (McPherson, 2008, p.11). Unlike traditional forms of advertising that prefer to use a more conspicuous purchase invitation, product placement carefully and covertly transmits messages which reach consumers (sometimes) unconsciously to endorse a brand through the TV shows, movies, music, and other forms of media entertainment in which they are engaged (McPherson, 2008, p.12). But product placement is by no means a modern phenomenon. In fact, product placement techniques can be found within mass media content as early as the 1920s, making it a lasting and evidently effective technique for reaching target consumers (Newell, 2006, p.22). Forms of Product Placement: According to Cohen (2006), product placement can take a variety of different forms. Some of these forms may include: Background Positioning the product is placed inconspicuously into the set or scene of a TV show or movie Active Positioning the product is being handled by or is briefly mentioned by the actors in a scene * Plot Positioning the product is written directly into the plot and becomes a major aspect/focal point of the story most likely be attributed to why it has become one of the most well-know sports drink brands today. e Reese's Award for Lifetime Achievement in Press Coverage for E.T. the Extra Terrestrial Evidently the most popular and well-know example of product placement was when Reese's Pieces' invested in the 1982 Speilberg film E.T., which resulted in skyrocketed sales by over 200% in the same year. Over 25 years later, \"Google is producing about 3.71 million results for \"product placement...[and] of these, about 231,000 reference the film \"E.T. The Extra-Terrestrial\production, ultimately resulting in a significant cost to the company, which could have been avoided from the start (lans, 2008). The Future of Product Placement: It is difficult to predict which direction the product placement phenomenon will take in the future, but scholars suggest that it will be influenced in various ways by at least a couple recent trends in society: Invention of TiVo and the PVR - personal video recording devices such as TiVo mean that consumers can now skip commercials and go straight to the desired content. Because of this fact, advertisers will most likely have to increase the amount of product placement within that content, in order to ensure that they are at least reaching their target audiences (Cohen, 2006). TV shows or Movies that have become Infomercials Synovate Media Research Director Steve Garton believes that, \"done poorly, product placement can make a show turn into one big infomercial\" (synovate.com, 2014, para. 3). This is an ever-increasing and realistic possibility, especially since the advent of commercial-zapping devices such as the PVR which are leading to more of a need for product placement tactics today. Recommendations: Based on the above findings and analysis on product placement, a few recommendations for how to successfully approach this marketing technique in order to avoid having your brand image tarnished or ignored have been provided: Use a background positioning strategy when you do not want your attempt at product placement to seem too obvious since this is the most inconspicuous form of placement available. Ensure that your brand will only be seen/used in a positive light when choosing where to place your product. Otherwise, you may risk losing consumers if they cannot positively identify with your brand, or paying a large amount of money afterwards to opt-out of your contract later. Attempt to introduce advergaming into your marketing mix as it is proven to be an effective advertising technique (especially among sports video games), and is also rising significantly in popularity. Access the Hollywoeod film industry by appearing in as many number one movies as possible in order to become one of the most recognized brands in North American films (much like Ford or Gatorade). Avoid investing funds into traditional commercials where possible since they are most likely on their way out. Instead, use direct product placement to secure a position within the script of a TV show or film so that a PVR such as TiVo cannot eliminate your chances of reaching your target audience. Although the future of product placement is hard to predict, the above recommendations offer suggestions for how to make effective use of product placement at this current point in time. So long as the benefits and advantages of placing your product in a pop culture medium such as TV, film, or music out- way the potential risks for brand depreciation or backlash, then product placement will continue to be one of the most successful marketing techniques for reaching a target audience in the history of consumer advertising. References Buggey, T. (2007, Summer). Storyboard for Ivan's morning routine. Diagram. Journal of Positive Behavior Interventions, 9(3), 151. Retrieved November 26, 2010 from Academic Search Premier database. Cohen, N. (February 23, 2006). Virtual product placement infiltrates TV, film, games. E-commerce Times, 3(1). Retrieved from http://www.ecommercetimes.com/story/48956.html/?wic=1290965313 Enders A, Brandt Z. Mapping disability-relevant resources. Map. Journal of Disability Policy Studies [serial online]. Spring 2007; 17(4):227. Retrieved from: Academic Search Premier Database. Accessed November 26, 2010. lans. (October 31, 2008). Multinational companies reject slumdog millionaire. In Newstrack India. Retrieved November 26, 2010, from http://www.newstrackindia.comewsdetails/32882 Mcpherson, K. (2008). product placement: facing yet another dark art. Teacher Librarian, 35(3), 66-70. Retrieved from Ebsco Host database. Newell, J., Salmon, C., & Chang, S. (2006). The Hidden History of Product Placement. Journal of Broadcasting & Electronic Media, 50(4), 575-594. Retrieved from Ebsco Host database.Toyota's Post-Pandemic Supply Chain Strategy Shift 80 80 80 70 70 60 60 60 50 50 50 40 Percentage (%). 40 30 20 20 10 10 Inventory Approach Supplier Relationships Manufacturing Flexibility Stock Levels Risk Management Strategy Elements Created with Epilocal Chart MakerComparison of JIT vs. MRP Systems 9 8 7 6 5 Performance Rating 9 4 8 8 3 6 2 4 3 1 2 0 Flexibility Cost Efficiency Lead Time Response to Disruptions Key Aspects Inventory Levels Created with Epilocal Chart Maker