We pick a film that has significance for advertising and marketing and spend a nice afternoon watching it. Get the reader's attention with the first sentence, and keep it throughout the memo, paper or report. Facts are facts and conclusions are opinion. Accuracy is essential. Errors of omission can be as serious as errors of commission.
Attribution is essential.
Write clearly and simply, avoiding jargon, passive verbs and needlessly complex sentences. Just talking isn't contributing. We want and need new ideas and information. Listening to the opinions of others and augmenting them with your own impresses me no end. I know some of you will not be continuing into that course and I will adjust the requirements of your final project accordingly.