TO: Kelly Anderson, Marketing Executive
FROM: Jonathon Fitzgerald, Market Research Assistant
DATE: June 14, 2007
SUBJECT: Fall Clothes Line Promotion
Market research and analysis show that the proposed advertising media for the new fall lines need to be reprioritized and changed. Findings from focus groups and surveys have made it apparent that we need to update our advertising efforts to align them with the styles and trends of young adults today. No longer are young adults interested in sitcoms as they watch reality televisions shows. Also, it is has become increasingly important to use the internet as a tool to communicate with our target audience to show our dominance in the clothing industry.
XYZ Company needs to focus advertising on internet sites that appeal to young people. According to surveys, 72% of our target market uses the internet for five hours or more per week. The following list shows in order of popularity the most frequented sites:
Shifting our efforts from our other media sources such as radio and magazine to these popular internet sites will more effectively promote our product sales. Young adults are spending more and more time on the internet downloading music, communicating and researching for homework and less and less time reading paper magazines and listening to the radio. As the trend for cultural icons to go digital, so must our marketing plans.
It used to be common to advertise for our products on shows like Friends and Seinfeld for our target audience, but even the face of television is changing. Young adults are tuning into reality television shows for their entertainment. Results from the focus group show that our target audience is most interested in shows like American Idol,The Apprentice, and America's Next Top Model. The only non-reality television show to be ranked in the top ten most commonly watched shows by males and females 18-25 is Desperate Housewives. At Blue Incorporated, we need to focus our advertising budget on reality television shows and reduce the amount of advertising spent on other programs.
By refocusing our advertising efforts of our new line of clothing we will be able to maximize the exposure of our product to our target market and therefore increase our sales. Tapping into the trends of young adults will help us gain market share and sales through effective advertising.
Attachments: Focus Group Results, January- May 2007; Survey Findings, January - April 2007
This is a sample memo; facts and statistics used are fictional.
By Sue Fox
Business memorandum or memoranda — also called memo or memos — are specially formatted written communications within your business. A memo’s format is typically informal (but still all-business) and public. Memos typically make announcements, discuss procedures, report on company activities, and disseminate employee information. If you have something confidential to communicate, don’t do it in a memo.
The tone of memos usually is informal and friendly. Although you don’t need to be curt, officious, or patronizing, a certain succinctness is acceptable. Structure the memo so that the most important information comes in the first paragraph and that subsequent paragraphs spell out what’s discussed in the first paragraph.
All memos are structured similarly. They have the following elements:
An addressee: Flush left, in capital letters, near the top of the page
The sender: Flush left, in caps, immediately below the addressee
Date: Flush left, in caps, immediately below the sender’s name
Subject: Flush left, in caps, immediately below the date
Use suitable paper for your memos — white bond, either note size or standard to fit most desk in-baskets.
This figure shows an example of a properly structured memo.
Some people appear to think that memos, because they’re public, are effective management tools. Although memos are effective for direction and suggestion, criticism and praise are best given in person.
Even though the majority of information today is conveyed via e-mail, you still need to use the correct style when sending a memo in the body of an e-mail. When you’re conveying larger amounts of information, send that information as a properly formatted memo attachment. The message itself can contain the correct headings, numbered items, and other formatted information that an e-mail does not allow as easily.