COMM 204: Professional Communication in Integrated Marketing Business Analysis White Paper What is ...

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COMM 204: Professional Communication in Integrated Marketing Business Analysis White Paper What is a White Paper? A white paper is a short report that informs readers about a specific topic or problem, and offers a  solution. White papers are used both in government (for public policy solutions) as well as in marketing  (to promote company products and services). White papers draw on evidence, obtained through research,  and build a persuasive argument in favor of a product (or policy) proposed as a solution. Evidence is  documented in endnotes. White papers are single spaced, with one line between paragraphs. What is a Business Analysis?  A business analysis is a document describing the practices, goals, and success of a particular  company. It provides advertising agencies, public relations practitioners, and marketers information about  the client’s business and industry position. A business analysis requires research into the company. This  may include company publications, client interviews, and industry publications. Producing a business  analysis is a crucial first step for creating a strategic integrated marketing and communication plan. What is our business analysis white paper assignment?  Undertake research, and write a white paper, focused on one IMC area (advertising, public  relations, sales promotion) of your team’s selected brand.