The rhetorical situation of this report is as follows: Your company wants to respond to the growing need to address racial and social injustice in society. But they want to do it right, and not just pay lip service to the issues. Two months ago, based on today’s date, your supervisor, (the marketing director) asked you to research possible corporate marketing strategies and propose an ad to address one of these social issues: 1) Black Lives Matter/Antiracism OR 2) Climate Change and Global Warming. Your supervisor sent you an email on that day to follow up and clarify the assignment.
You are a member of the marketing research team of a large, national or multinational corporation. (Think Coca-Cola, AT&T, Best Buy, Tesla, Whole Foods, Amazon, Sephora, Microsoft). Your audience is your supervisor and the marketing department of your company.
The form of your text will be a Recommendation Report. Your purpose is to recommend a specific strategy for an ad, and convince them that your strategy and your idea is a good one, and give good reasons why based on the concepts we will have learned. (The company is already on board with social justice marketing, and so your purpose is not to school them or preach to them about social justice).
Your recommendation report will give two examples of ads from the past, and then conclude with an idea for your own ad for the company. You will give examples of one “bad ad” and one “good ad.” You will explain in your report why these ads are bad and good, not effective or effective, racist or not racist, and discuss why your ad idea is the best thing they can do. All of your discussion will be based on the concepts and analysis you will learn in this first part of the course.
Recommendation Report: Using bases of comparison in an evaluation study and making a recommendation. When the problem concerns evaluating something, either singularly or in comparison with other things, you should look for the bases for the evaluation. That is, you should determine what characteristics you will evaluate and the criteria you will use to evaluate them.
Illustrating this technique is the problem of a company that seeks to determine which of three cities would be best for expansion. The bases for comparing the cities are the factors that would likely determine the success of the new branch. After considering such factors, you might come up with a plan like this:
Purpose statement: To determine whether Y Company’s new location should be built in City A, City B, or City C.
Comparison bases: 1. Availability of skilled workers 2. Tax structure 3. Community attitude 4. Transportation facilities 5. Nearness to markets
Each of the factors selected for investigation may have factors of its own. In this illustration, for example, the comparison of transportation in the three cities may well include such subdivisions as water, rail, truck, and air. Workers may be compared by using such categories as skilled workers and unskilled workers. Subdivisions of this kind may go still further. Skilled workers may be broken down by specific positions: engineers, programmers, technical writers, graphic designers. Make as many subdivisions as you need in order to provide a thorough, useful comparison.
REPORT REQUIRMENT https://drive.google.com/file/d/1dRf04i7-ShUpxsVwb…