Why would Russell Wilson be a good endorsement for Nike?
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PersuasiveReportInstructions.docxTennessee State University
PERSUASIVE RESEARCH REPORT
NAME OF REPORT
Student Name
BUSINESS COMMUNICATIONS
(BISE 3150)
Fall, 2019
August 21, 2019
Ms. Portia M. Johnson, MBA
Adjunct Professor
Tennessee State University
Avon Williams Center, Suite K406
Nashville, Tennessee 37203
Dear Ms. Johnson:
In paragraph 1, release the report. Note when and by whom the report was authorized. (September 18,2019) Please note that you can design your own letterhead for this letter and choose the format style you wish (e.g. block, modified, semi-block, etc.)
Identify the purpose of your report in paragraph 2. Additionally, identify the celebrity you have selected to endorse the product. Provide brief background information as to why this particular celebrity was selected.
Provide Nike with a recommendation. Specifically, state what it is you want Nike to do (e.g. accept your celebrity to endorse Nike tennis shoes).
For the 4th and final paragraph, end by thanking those involved in the preparation of the report as well as thanking Nike Corporation for the opportunity in assisting them in selecting a celebrity endorser.
Sincerely,
Student Name
Enclosure
TABLE OF CONTENTS
I. Letter of Transmittal i
II. Executive Summary iii
III. Introduction 1
IV. History/Background 2
V. Methodology
A. Data Collection 3
B. Study Participants 4
C. Instrumentation 5
VI. Results 6
VII. Conclusions 7
VIII. References 7
IX. Appendix 9
NAME OF REPORT
Executive Summary
Begin this executive summary with your recommendation(s) to the Nike Corporation. This paragraph should include a minimum of 5 or 6 lines, single spaced, with a double space between paragraphs.
In paragraph 2, briefly provide support for your recommendation(s). Discuss the reasons why Nike should use your celebrity to endorse its product. Again, this paragraph should include a minimum of 5 or 6 lines, single spaced.
INTRODUCTION
You have been hired by the Nike Corporation to make a recommendation to them on behalf of your marketing team as to which celebrity you think would best endorse their product, the Nike tennis shoe. Your introduction should include the purpose of this report and should describe the contents of the report.
Again, the purpose of the report is to select a celebrity to endorse the Nike tennis shoe. Make sure you use at least 6 or 7 lines to present your purpose. Additionally, you want to briefly discuss what the reader of this report will find. For example, you will provide detailed information about the celebrity’s background, their career, and their accomplishments. You will include newspaper clippings, billboards, etc. that will exhibit your celebrity’s accomplishment. Discuss the celebrity’s audience appeal, various interviews, as well as personal appearances and charitable contributions. You will also briefly discuss your methodology without providing too much detailed information about the results of your survey, questionnaire, etc. Save that portion for the results section. The Introduction section should be at least 1 full page.
HISTORY/BACKGROUND
This section will be all about your celebrity. Be sure to provide citations within the text when utilizing information from an outside source. For example, if you have read an article that provides statistical information about a celebrity’s success, be sure to provide the citation. For example, Young (2002) reported that Whitney Houston average record sells in 2004 rose above 3.2 million which was up from the previous year. Young is the last name of the author who wrote the article and 2002 represents the year in which the article was published. Again, this section will be all about the celebrity. Be sure you use some type of sequence when providing this detailed information about your celebrity. For example, you may want to use a chronological approach that begins with childhood thru adulthood and discuss the celebrity’s success. You may also choose to use a topical approach to present the information. You may divide the celebrity’s career into topics such as: acting, modeling, singing, and dancing. Just tell us everything there is to know about your celebrity. This section should be a minimum of 3 pages.
METHODOLOGY
The methodology section will focus on the primary research study that you have conducted to determine your celebrity’s likeability for endorsing the shoe. To start, provide a brief introduction for the methodology section. A couple of statements similar to the above would be a great start. You will then divide this section into 3 components: data collection, study participants, and instrumentation. A brief discussion of each will follow.
Data Collection
Under this subheading you will describe the process you used to conduct your primary research study. You will discuss the process of creating your survey using surveymonkey.com (or another on-line survey program) and then deploying the survey to 20 e-mails. Be sure to include the beginning and ending dates in which you started this process. I have provided a sample paragraph of what you are to include.
A survey was created using surveymonkey.com and an invitation was extended to 20 e-mail accounts to participant in the survey. The data collection process occurred during the week of February 14, 2007 and lasted for 7 days. At the end of the 7th day, results were tabulated and printed. This subsection should be at least ½ page with at least 3 full paragraphs. Provide as much detailed information as you can.
Study Participants
Under this subheading you will address the demographics or characteristics of your study participants. In other words, describe the individuals that responded to your survey. First, you want to state how you recruited those individuals who responded by describing your population sample. Discuss and describe whether your sample population was based on a convenience sample, a judgment sample, or a random sample.
Secondly, you will need to provide a statistical breakdown of your study participants’ characteristics. For example, report the number of males versus females. Provide a breakdown of their ethnical backgrounds: 15% were African Americans; 20% were Caucasian; 10% were Asian, etc. Provide the age breakdown as well as the income divisions. The reader should be able to visualize a pictogram of the participants based your description. Be sure to report all of the statistical data you have collected based on the 5 demographic questions on your survey.
Instrumentation
Provide a detailed discussion of the instrument you used to collect your data. First, discuss the type of instrument, whether it was a survey (face-to-face, telephone, mail, online); questionnaire; one-on-one interview, etc. Secondly, discuss how you administered the instrument. For example, was it administered online, in the mall, face-to-face. Third, describe the instrument itself. Discuss the type of questions and whether or not a Likert scale was used. Below is an example of how descriptive you need to be when discussing your instrument.
1. Likeability
1. Successful
1. Positive Role model
The next component of the survey asked the participants to rank the recommended celebrity to others in order of preference.
RESULTS
Provide the statistical results of your survey. Correlate the results from the questions with your demographic information. A brief example of how you need to write this section is presented.
The respondents included 20 participants. Of that number, 80% of the male population agreed that our celebrity had likeability while only 20% of the female population said otherwise. On a scale of 1-5 with 5 being outstanding, our celebrity was ranked accordingly by the various age groups: under 21 rank her as outstanding; 22-29 ranked her as excellent; and 30 and older also ranked her as outstanding.
Again, you are providing the statistical breakdown of each of the questions with respect to each demographic question. Keep in mind that you want to use only those statistics that favor your celebrity.
CONCLUSIONS
This is the end of the persuasive report. First, you will need to restate the purpose of the document. Secondly, provide an overview or summary of your celebrity accomplishments (credentials). Third, reemphasize your recommendation of your celebrity to endorse Nike’s product.
For the next section, your report should include at least 5 references and a copy of your instrument or survey should be placed in the appendix.
REFERENCES
Crooks, Lois (1977). Findings: Personal Factors Related to the Careers of MBAs. Princeton, NJ: Educational Testing Service.
Educational Technology Research and Development (ETRD) (1994). Washington, DC: Association for Educational Communications and Technology.
Markwood, Richard A. and Sally M. Johnstone, eds.(1994). New Pathways to a Degree: Technology Opens the College and New Pathways to a Degree: Seven Technology Stories. Boulder, Colorado: Western Interstate Commission for Higher Education.
Rutherford, LeAne H.; Grana, Sheryl J. (1995, September). Retrofitting academe : Adapting faculty attitudes and practices to technology. T H E Journal (Technological Horizons In Education), v23, p. 82(5).
Smith, Karen L. (1990). Collaborative and Interactive Writing for Increasing Communication Skills. Hispania, v73 n1, pp. 77-87.
Smith, D. K. (1997). Taking Charge of Change: Ten Principles for Managing People and Performance. Boston, MA: Addison-Wesley.
Stewart, Mark Alan (1999). Real A+ Term Papers. IDG Books Worldwide.
APPENDIX
PLEASE NOTE: The appendix should include a full copy of your survey or questionnaire.
