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Module 13 - E-Mail Messages, Web Writing, and Technology
Part 2: Answers to Textbook Assignments
Questions for Comprehension
13.1 How do subject lines for e-mail messages differ from those for paper messages? (LO
13-2)
Subject lines in e-mail are even more important than those in letters and memos because it’s so
easy for an e-mail user to hit the delete key. E-mail subject lines must be specific; concise;
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
13-1
Module 13 - E-Mail Messages, Web Writing, and Technology
13.2 Should e-mail messages use you-attitude, positive emphasis, and reader benefits? (LO
13-3)
All the principles of good business writing still apply with e-mail, including you-attitude and
13.3 What is flaming? (LO 13-3, LO 13-5)
13.4 Why should you be flexible when using different e-mail systems? (LO 13-1)
13.5 Why is e-mail better for informative and positive messages than negative ones?
(LO 13-2)
E-mail is still perceived by some users as less formal than a letter or face-to-face conversation.
13.6 Why is it OK for your boss to send you a message with the subject line “To Do,” even
thought that wouldn’t work when you need to ask a colleague to do something? (LO
13-2)
13.7 Why should negative and persuasive e-mail messages be more direct than their paper
counterparts? (LO 13-3)
Readers may deal with 80 to 100 messages in 20 to 30 minutes in some cases—therefore, e-mail
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
13-2
Module 13 - E-Mail Messages, Web Writing, and Technology
13.8 Calming an Angry Co-worker (LO 13-1 to LO 13-3)
Since you and your team have an excellent reason for drilling the holes, and since doing so
13.9 Announcing Holiday Diversity (LO 13-1 to LO 13-3)
Decide whether you’re willing to grant any assumptions about alternatives, or whether you will
13.10 Refusing to Pay an Out-of-Network Bill (LO 13-1 to LO 13-3)
This is a hard e-mail message for an empathetic person to write, although the actual assignment
is straightforward. Given the lack of direct reporting relationship between Alvin and the writer,
the best organization is probably that of a negative letter. The e-mail should first clearly inform
13.11 Saying No to the Boss (LO 13-1 to LO 13-3)
Use class discussion to talk about the general challenge of disagreeing with a boss. Tone is
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
13-3
Module 13 - E-Mail Messages, Web Writing, and Technology
13.12 Sending a Question to a Website (LO 13-1 to LO 13-3)
13.13 Suggesting a Change in Your Organization’s Communication Materials (LO 13-1 to LO
13-3)
13.14 Asking for More Time and/or Resources (LO 13-1 to LO 13-3)
In the real world, difficulty of writing the request would depend on the boss’s personality and the
13.15 Addressing a Customer Complaint about a Coupon (LO 13-1 to LO 13-3)
The problem results from a fairly straightforward (and common) misunderstanding of the
13.16 Requesting Your Firm Use Social Networking (LO 13-1 to LO 13-3, LO 13-7)
Some members of the firm may feel that social networking sites are inappropriate channels
through which to market the company’s services. Wearing the communications director’s hat,
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
13-4
Module 13 - E-Mail Messages, Web Writing, and Technology
Polishing Your Prose: Making Nouns and Pronouns Agree (Odd-numbered answers are in
the back of the textbook.)
Several answers are possible—here are likely ones.
Unit 3 Cases for Communicators
The Real Price of a Cheap Flight
This unit case describes the problems United Airlines encountered when it mistakenly listed
flights to Hong Kong on its website for the cost of four frequent flier miles plus taxes. Before
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
13-5
Module 13 - E-Mail Messages, Web Writing, and Technology
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
13-6
