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By Terence R. Nevett

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Others contain important facts that do not fit neatly into any of the categories, and so need a separate heading of their own. What matters is that you identify what is important and understand its significance. In other Page xvii words, let the content of the case dictate the form of your presentation, not the other way around. Having made these points, the suggested framework comprises the following headings: Background or Overview This should present the main features of the context in which a decision or recommendation has to be made.

And if there seems to be more than one problem, are they in some way linkedfor example, in a main and subsidiary relationship? In some of the cases, the problem may not be apparent, so that you will have to dig for it. Defining the problem is the most important part of case analysis. There may well be more than one way of doing so, but remember that if you are off target here, the remainder of your analysis will be aimed in the wrong direction, and you will be putting the wrong interpretation on facts in the case.

By concentrating on format rather than content, you may well overlook some key item of information that does not fit neatly under one of your headings, or misinterpret the relevance of some fact because it has to be squeezed into an inappropriate place. As far as the framework suggested here is concerned, it is not intended to be adhered to rigidly. Not every case in the book, or every problem that occurs in the advertising business, can be approached in the same way. Problems come in a wide range of shapes, sizes, and varieties.

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