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A Marketing Analysis:

From Paper to Presentation

Yasmine Castaneda

Writing 2

Allison Bocchino

March 6, 2024
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Like a lot of people, for me reading an academic paper is something I don’t do in my free

time and the only reason for me reading an academic paper is for school. This is particularly

because it takes a long time for me to read it, as well as the information within these papers isn’t

very straightforward and requires a bit of reading comprehension skill. Some may experience

this with Sharon L. H. Chuu, Jennifer C. Chang, and Judith L. Zaichkowsky’s article “Exploring

Art Film Audiences: A Marketing Analysis”. This academic article was written with the intended

audience of people working within the marketing field and is showcased through its writing

conventions. When reading this article I felt as though it could be presented in a different, more

easily digestible manner. This had me thinking back on my days in high school because rather

than writing a bunch of research papers for various classes, my high school was project-based

meaning I had to present information through slide presentations. This led me to my decision on

what to translate this academic article into so that the information is a lot more accessible and

straightforward.

For my translation, I looked towards two separate resources to gather an idea of what

makes a good slide presentation, and what makes a good marketing presentation. Since the

primary text is for people within the Marketing Field, I found it fitting to translate it into a

Marketing presentation through the format of a slide presentation. The articles that helped me

better understand the conventions of this genre were “The Essential Guide to Marketing Plan

Presentations” from Slide Model and “Tips for Making Effective PowerPoint Presentations”

from the National Conference Of State Legislatures. When translating the academic paper into a

presentation I made sure to take inspiration from the Academic paper’s writing convention and

implement it into my translation through formatting and organization. However, some

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conventions on both ends were sacrificed to either make the transitions smoother or make the

presentation more effective according to its genre conventions.

Within the marketing field being able to communicate a marketing plan through

presenting is a part of the job. A marketing plan is defined as “the opportunity, the strategy, the

budget, and the expected product sales results”.1 Having one is an essential portion of the

business world because it not only gives guidance to the company but also makes sure that

higher-ups have the information to make an informed decision on how they should proceed with

the marketing. The purpose of making an informed decision is shared in common with the

“Exploring Art Film Audiences: A Marketing Analysis” article because of the context given to

the reader when introduced to each variable. For example in the methodology section of the

article, the writers go into deep detail about the process of collecting their data, how it was

collected, where it was collected, when it was collected, etc.2 So while translating, I made sure

that the main point was to inform and focus more on the “opportunity” and “strategy” portion of

the definition when making my presentation. I made the decision to leave out the budget and

expected product sales because that information was not present in the primary text, so I felt as

though it wasn’t necessary for the translation.

The organization and structure choices made in the primary text were definitely

intentional, but how? To understand this question I look back at the article “DECISIONS,

DECISIONS” by Jessie Szalay for guidance. It was when I came across the Organization and

Structure section that I found the answer to my question, the article states, “The way you

organize your writing will have a big effect on the way a reader experiences it”.3 The keyword
1
“The Essential Guide to Marketing Plan Presentations,” Business, Slide Model, September 21, 2023,
https://slidemodel.com/marketing-plan-presentations/ .
2
Sharon L. Chuu, Jennifer C. Chang, and Judith L. Zaichkowsky, “Exploring Art Film Audiences: A Marketing
Analysis,” Journal of Promotion Management 15, no. 1–2 (2009): 218-219
3
Jessie Szalay, “Decisions, Decisions,” Pressbooks, 2016,
https://pressbooks.pub/openenglishatslcc/chapter/making-choices-in-writing/.
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for me was “experience”, so I looked back on my experience when first reading the primary text

and thought about what exactly guided my experience. To me, the guidance was the article’s use

of subheadings and dividing the paper into various sections, with titles defining what’s to come

next like “Defining Art Films” and “Summary and Hypotheses”.4 These subheadings let the

readers know what was to come next but also prepared the reader with information that was

going to be used in the next section. So I utilized these subheadings as guidance for the

translation because it gave me an idea of how the information should flow and be organized. This

can be seen in my translation when I translated the primary text heading of “Difference in

Consumption”5 to a transition slide into my next topic of discussion titled “Comparison:

Commercial Films”. Through this, I communicated with the audience that I was going to be

comparing the art film world with the commercial film which include a comparison in

consumption habits.

When looking at the primary text and an example of the genre convention I was going to

translate the text into, I found similarities between them which made the translation process a bit

easier. As previously mentioned, the primary text uses the strategy of prepping the reader for

upcoming information by explaining each variable used in upcoming sections of the paper. When

looking at what makes up a marketing plan, a marketing environment is mentioned multiple

times because, “​​it helps to identify your target audience and their demands, particularly when it

comes to how customers make purchasing decisions”.6 To me, the primary text’s written sections

within the “Literature Review” are called “Defining Art Films” and Defining Commercial

4
Sharon L. Chuu, Jennifer C. Chang, and Judith L. Zaichkowsky, “Exploring Art Film Audiences: A Marketing
Analysis,” Journal of Promotion Management 15, no. 1–2 (2009): 213, 216.
5
Sharon L. Chuu, Jennifer C. Chang, and Judith L. Zaichkowsky, “Exploring Art Film Audiences: A Marketing
Analysis,” Journal of Promotion Management 15, no. 1–2 (2009): 214.
6
“The Essential Guide to Marketing Plan Presentations,” Business, Slide Model, September 21, 2023,
https://slidemodel.com/marketing-plan-presentations/ .
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Films”.7 Could fall within the marketing environment's definition because it defines what art

films and commercial films are, what these audiences look like, and how they consume various

media. These sections in the text are placed toward the beginning of the paper, the marketing

environment is also placed towards the beginning of the presentation, therefore it is placed at the

beginning of the translation.

Within the marketing environment, it also included a competitor analysis. Which is

described as “a method of identifying competitors and evaluating their strengths and weaknesses

compared to your own”.8 If there was a product that was being produced, what direct competitor

would deter consumers from purchasing our product? I saw a problem with this when it came to

translating because there wasn’t an apparent competitor or product in the original article.

Commercial films and the commercial film audience wouldn’t be considered competitors

because the presentation and article are made to inform the audience that the art film audience is

worth being marketed to. The art film audience isn’t necessarily at the theaters to watch

commercial films because it doesn’t align with the type of content they consume.9 So instead of

choosing to make up information about a competitor or making up information to make it seem

as though commercial films were the competitor in order to make a competitor analysis slide. I

choose to stick to what the primary text chooses to do when talking about commercial films and

their audience. Which was to compare the two to show that the art film audience consumption

pattern should warrant more marketing attention.

While a marketing presentation needs to contain specific elements to be effective, some

elements that contribute to a good slide presentation shouldn’t be ignored. This is why I also
7
Sharon L. Chuu, Jennifer C. Chang, and Judith L. Zaichkowsky, “Exploring Art Film Audiences: A Marketing
Analysis,” Journal of Promotion Management 15, no. 1–2 (2009): 213.
8
“The Essential Guide to Marketing Plan Presentations,” Business, Slide Model, September 21, 2023,
https://slidemodel.com/marketing-plan-presentations/ .
9
Sharon L. Chuu, Jennifer C. Chang, and Judith L. Zaichkowsky, “Exploring Art Film Audiences: A Marketing
Analysis,” Journal of Promotion Management 15, no. 1–2 (2009):
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chose to look towards the online article “Tips for Making Effective PowerPoint Presentations”

by the writers at the National Conference Of State Legislatures so that my presentation would

appeal to the audience and gather their attention. A major word of advice that is said multiple

times is to stray away from text-heavy slides so that “The audience will be able to digest and

retain key points more easily” and advises to “Limit your slides to five lines of text and use

words and phrases to make your points”.10 Considering the primary text is an academic paper

that only includes passages of text and the occasional data table, being able to identify the main

points of the paper as well as being able to paraphrase it into simple bullet points was critical. I

also had to consider how this slide presentation would be presented in person to an audience, this

led to me considering what information would be said in person and what kind of information

was important enough to be put into text. In my translation, the information chosen to be

translated into bullet points was identified to be major key points that the audience should pay

attention to.

When looking back at Janet Boyd’s “Murder! (Rhetorically Speaking)”, she talks about

what allows us to write appropriately considering the situation is based on the expectations of the

audience.11 This connects back to one of my concerns during the translation process, which was

how should I conclude this presentation. At first, it was a simple “Thank You” to the audience

for listening to the presentation, but I came to realize that that conclusion was very abrupt and a

bit informal considering the audience. Considering what Boyd said I placed myself in the

position of my audience (people in the marketing field) and thought about what I would expect

coming from a marketing presentation. Personally, I see marketers as people who make products

appealing and sell people an idea, this led me to realize that my audience would want something

10
“Tips For Making Effective PowerPoint Presentations,” National Conference Of State Legislatures, Last modified
August 08, 2017. https://www.ncsl.org/legislative-staff/lscc/tips-for-making-effective-powerpoint-presentations .
11
Janet Boyd, “Murder! (Rhetorically Speaking)”, Writing Spaces: Readings on Writing, no. 1 (2010): 100
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that lingered in their heads. An ending statement of some sort, to come up with this ending

statement I looked back on how the primary text ended. Before the “Limitations” was the

sentence, “The idea is to keep potential audiences well-informed so that they will come to see the

movies”.12 Taking this sentence I translated it into more of a catching saying to conclude my

presentation with, which was “Keeping them informed is…Keeping them at the theaters”.

Overall, while I did see similarities between the genre conventions of a marketing

presentation and the academic paper chosen to translate. I had to leave out a lot of elements that

could be considered essential to a marketing presentation due to the academic paper not having

the proper information needed to develop those core elements into a slide without having to

falsify information. To me, the information given in the paper “Exploring Art Film Audiences: A

Marketing Analysis” was a lot more important when it came to translating. However, when

making the presentation itself into what is considered an effective slide presentation, the amount

of information I put into the presentation becomes less flexible. Being able to paraphrase and

identify key points of the Academic paper became key skills in order to translate it correctly

considering the limited text needed for a slide presentation. I’m confident to say that the

presentation I’ve created is a good translation of the primary text but whether or not it is a good

marketing presentation can be debatable.

Bibliography

Boyd, Janet. “Murder! (Rhetorically Speaking).” Writing Spaces: Readings on Writing, no. 1
(2010): 87–101.

Chuu, Sharon L. H., Jennifer C. Chang, and Judith L. Zaichkowsky.

“Exploring Art Film Audiences: A Marketing Analysis.” Journal of Promotion
Management 15, no. 1–2 (2009): 212–228. https://doi.org/10.1080/10496490902835688.

12
Sharon L. Chuu, Jennifer C. Chang, and Judith L. Zaichkowsky, “Exploring Art Film Audiences: A Marketing
Analysis,” Journal of Promotion Management 15, no. 1–2 (2009): 227.
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National Conference Of State Legislatures. “Tips for Making Effective PowerPoint

Presentations.” Last modified August 08, 2017.
https://www.ncsl.org/legislative-staff/lscc/tips-for-making-effective-powerpoint-presentat
ions

Slide Model. “The Essential Guide to Marketing Plan Presentations.” Business. September 21,
2023. https://slidemodel.com/marketing-plan-presentations/

Szalay, Jessie. “Decisions, Decisions.” Pressbooks. Open English @SLCC

2016. https://pressbooks.pub/openenglishatslcc/chapter/making-choices-in-writing/.