Report Advertising
Part A: Topic Outline
Prepare a topic outline (no sentences) using the four Roman
numeral points shown below. Organize all of your prewriting and scenario
information according to those four points. Subdivide as needed. Your outline
must show depth of detail, as well as correct format. Remember, you’re preparing this outline after you’ve finished
your investigation of the site in order to organize your thoughts for your
report. Your first Roman numeral point requires no subdivision; it merely
states the purpose of the field investigation and gives the location. For the
other points, add appropriate subdivisions and a significant number of details
beyond the scenario based on your brainstorming. Remember that if you subdivide
a point, you must have at least two divisions. For example, if you subdivide to
level 1, you must have at least a 2 as well. You can’t subdivide something by one. The following partial
outline will guide you, but don’t be limited by the capital letters or numbers.
Subdivide each level more or less as necessary to incorporate all your ideas.
Revise your outline for clarity and completeness. Make
sureyour points follow each other in logical order and address the four Roman
numeral points in the example. Make sure the topics within the subdivisions (A,
B, C or 1, 2, 3) are of equal importance. Use parallel grammatical structure
for each point. Subdivide a point only if you can provide at least two
subdivisions. Otherwise, don’t break down the point further.
For Point I, did you state the purpose and branch location
without subdivision?
For Point II, did you list a variety of specific
investigative methods-including with whom, where, when?
In Point III, did you specify causes for each problem and
show the impact of the problem (effect) on morale and productivity?
In Point IV did you provide clear solutions that address
each cause in the same order as you listed in III?
Part B: Informal Field-Investigation Report
Begin a new page in the same Word document. Follow your
outline as you draft your informal report using the basic memo format. Use the
ABC method for developing paragraphs and the headings shown in the sample
field-investigation report in this study unit. Your purpose is to inform the Phoenix executive team about your
investigation and recommend solutions for the problems at Roanoke. After
providing your purpose statement and location of the branch, use the following
along with your outline to write your report.
1. For the Description of Investigation section, describe in
complete sentences and paragraphs the ways you investigated the problems to
find the causes of each problem and their impact on business/morale. This
section must describe a variety of objective, specific methods used, such
as interviewing employees and
management, survey, attendance records, observation of office, budget review.
Use different methods to verify facts and causes—don’t use just an employee’s
word or feeling.
2. In the Results section, write a numbered list of findings
using complete sentences in which you fully identify the source of the causes
underlying each problem and show the impact of each cause on employee
morale/business. Provide a clear analysis of each problem in the scenario—
identify the causes underlying each and describe the impact on the company.
Don’t merely summarize the scenario. By showing the underlying issues connected
to specific impact/results, you establish a basis for your recommendations and
show you’re addressing the root of the problems. You’ll probably need more than
one sentence for several of your findings.
3. For your Conclusions section, clearly summarize the
primary causes for the problems and their impact on business/morale. Use
complete sentences and one or two paragraphs.
4. For the Recommendations section, list detailed solutions
connected to the root cause of each problem, which you identified in the
Results section. Define specific procedures or processes that Phoenix must
undertake to boost morale and profitability. List each recommendation in the
same order as the causes you defined in Results. You may use imperative or
declarative sentences.
GUIDELINES FOR WRITING YOUR OUTLINE
When you write your outline, begin with the four points
listed as Roman numerals, then subdivide and add details.
I. Purpose for investigating, including the location, the
branch, and general nature of the problems
II. General approach to investigating the causes of each
problem A. One way you investigated the problem, such as interviews (subdivide
two or more levels as needed)
1. Four of the ten employees from the Graphics and Design
Department
2. Head of the graphics department
3. All ten employees during a group meeting
B. Another way you investigated the problem [subdivide as
needed]
C. Another way you investigated the problem [subdivide as
needed]
III. Overall findings about the underlying issues (primary
findings as capital letters and specifics about that finding as numbers)
A. First primary issue matched with first investigation
method
1. One cause of the problem and/or the impact on
business/morale
2. Another cause/impact
3. If appropriate, another cause/impact
B. Second primary issue (i.e. lack of communication)
1. Cause/impact
2. Cause/impact
C. Third finding/issue subdivided as necessary
D. Continue to subdivide Roman numeral Point III to identify
all your findings
IV. Overall recommendation for/approach to solving the
issues you found
A. Recommendation 1 (match with issue identified in IIIA.)
1. Details
2. Details
B. Recommendation (issue IIIB)
C. Recommendation (issue IIIC)
Background
The following is the basic scenario, with which you’re
familiar.
Phoenix Advertising, with its main headquarters in
Charlotte, North Carolina, serves clients that include banks, insurance
companies, and retail chains. You’re vice president of human resources
management at Phoenix and report directly to Gregory S. Forest, the company
president. Mr. Forest advises you that
in the last month, four clients have complained about the advertising work
produced by the Roanoke, Virginia branch of the agency. He reminds you that the
clients served from the Roanoke branch are vital to the overall success of
Phoenix Advertising. Mr. Forest also
explains the little he’s been able to learn about the situation at the branch:
In the last three months, two of the top management people—an art director and
an account executive—have left the agency. Three of the graphic designers and
four of the copywriters are threatening to quit
because they feel their creative efforts are being rejected or revised
without consultation. They want to be part of a collaborative team, not to
simply produce work that the art directors and account executives can
arbitrarily alter. In an attempt to increase revenues, the branch is accepting
new clients without
evaluating the effects of the new accounts on the current project workload. As
a result, without notice or compensation for the additional hours, all salaried
employees are required to work long hours several days each week. Employee
morale and productivity are declining day by day. Your investigative goals are
to Identify and describe specifically the causes (root issues underlying) each
problem Show the impact of each problem on the business and on employee morale Provide specific
recommendations for resolving the problems to restore the Roanoke branch to
full productivity
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