Overview
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.