Deck 10: Finding, Evaluating, and Processing Information

Question 1

In each chapter you will find five discussion questions related to the chapter material. Your instructor may assign these topics for you to discuss in class, in an online chat room, or on an online discussion board. Some of the discussion topics may require outside research. You may also be asked to read and respond to postings made by your classmates.
Think of a product you have used and like. If you were trying to sell that product, what rational appeals would you use? What emotional appeals would you use? Try to sell that product to your classmates.

Answer 1

When attempting to sell a favorite brand of green tea to classmates, the following points could be made:
• The tea is handpicked and never frozen during processing (preserving nutrients).
• The tea brand is certified organic and fair trade, giving some sense of ease to the buyer.
• The tea comes in a variety of flavors to please the palate, and can be served hot or cold making ideal for all kinds of weather.
In this situation stating facts and making appeals to logic is the best route, as it should appear a natural choice to the consumer to purchase the tea. They should not feel emotionally pressured into buying it.

Question 2

List six ways to gain attention in a persuasive message.

Answer 2

To grab attention, the opening statement in a persuasive request should be brief, relevant and engaging. When only mild persuasion is necessary, the opener can be low-key and factual. If however, the request is substantial and strong resistance is anticipated, provide a thoughtful, provocative opening. The following are the six ways to gain attention in a persuasive message:
• Problem description-present a capsule of the problem intended to be solved.
• Unexpected statement-present a statement that will immediately capture the reader's attention.
• Reader benefit-immediately present the proposal as a means that benefit the reader.
• Compliment-offer praise or compliments but avoid obvious flattery.
• Related facts-Present relevant facts to set the scene for the interest-building section that follows.
• Stimulating question-Create reader curiosity by picking an interesting opening question.

Question 3

How are direct-mail sales messages and e-mail sales messages similar, and how are they different?

Answer 3

Both direct mail and email sales messages take into consideration the 3x3 writing process, and are key aspects of marketing campaigns. Both forms of sales messages allow a tangible, personalized, and three-dimensional messages that are less invasive than telephone solicitations. Both email and direct mail need to be careful not to send messages to consumers that have not provided approval.
In terms of differences: emails are far less expensive ($7 per consumer versus $48), but are also more reviled (since most people avoid email spam).

Question 4

Why is a written favor request or action request often more effective than a face-to-face request?

Question 5

Ethical Issue: What is puffery, and how can it be justified in marketing messages? Consider the following: Dr. Phil calls himself "America's most trusted relationship counselor." Rush Limbaugh claims to be "America's anchorman." Sony's Cyber-Shot camera advertisement says "Make time stand still."

Question 6

Name five of more examples of typical situations requiring persuasive claim messages.

Question 7

How can you reduce resistance in requesting favors, making claims, and delivering complaints?

Question 8

In each chapter you will find five discussion questions related to the chapter material. Your instructor may assign these topics for you to discuss in class, in an online chat room, or on an online discussion board. Some of the discussion topics may require outside research. You may also be asked to read and respond to postings made by your classmates.
When you think about persuasion, does the term suggest deception or dishonesty? Compare negative and positive aspects of persuasion. Share descriptions of when you have experienced both kinds of persuasion.

Question 9

When is persuasion necessary in business messages flowing downward in an organization?

Question 10

What is persuasion?

Question 11

When might persuasion be necessary in messages flowing upward?

Question 12

The word persuasion turns some people off. What negative connotations can it have?

Question 13

Before composing a letter to sell a product, what should the writer do?

Question 14

In each chapter you will find five discussion questions related to the chapter material. Your instructor may assign these topics for you to discuss in class, in an online chat room, or on an online discussion board. Some of the discussion topics may require outside research. You may also be asked to read and respond to postings made by your classmates.
In your own experience, when have you had to persuade someone (boss, parent, instructor, friend, colleague) to do something or to change a belief? What strategies did you use? Were they successful? How could you improve your technique?

Question 15

Name eight or more ways to attract attention in the opening of a sales message.

Question 16

What four questions are receivers of persuasive messages likely to be asking themselves?

Question 17

How can a writer motivate action in a sales letter?

Question 18

What are some of the underlying motivations that prompt individuals to agree to requests that do not directly benefit themselves or their organizations?

Question 19

Name four areas of the world where the culture is generally considered to be high context. Name four areas of the world where the culture is generally considered to be low context.

Question 20

In each chapter you will find five discussion questions related to the chapter material. Your instructor may assign these topics for you to discuss in class, in an online chat room, or on an online discussion board. Some of the discussion topics may require outside research. You may also be asked to read and respond to postings made by your classmates.
When have you had to complain to a company, organization, or person about something that went wrong or that offended you? Share your experience. What channel did you use for your complaint? How effective was your channel choice and strategy? What would you change in your method for future complaints?

Question 21

How do persuasive messages in high- and low-context cultures differ?

Question 22

What are the four parts of successful persuasive messages?

Question 23

List five or more topics that an organization might feature in a press release.

Question 24

Why is it important to know your needs and have documentation when you make requests of superiors?