Book Title
Business Communication: Building Critical Skills 6th Edition

978-0073403267 Chapter 2 Answers to Textbook Assignments

April 6, 2019
Part 2: Answers to Textbook Assignments
Questions for Comprehension
2.1 What are the five kinds of audiences? (LO 2-2)
2.2 What are ways to analyze your audience? (LO 2-3, LO 2-4)
Choose empathy first. Then identify the audience’s knowledge, demographics, personality,
2.3 What are three ways to adapt your message to your audience? (LO 2-5, LO 2-6)
2.4 Emphasizing the importance of audience, marketers frequently say, “The customer is
in control.” To what extent do you feel in control as a customer, a student, a citizen?
What actions could you take to increase your control? (LO 2-1 to LO 2-3)
Student answers will vary. Though teens and 20-somethings drive most consumer purchases of
clothing and entertainment, younger consumers often complain of feeling alienated because of
2.5 If you are employed, which aspects of your organization’s culture match your own
values? What kind of culture would you like to join when you are next on the job
market? (LO 2-1 to LO 2-3)
Students’ answers will vary. Look for threads of explanation that use terms and concepts from
2.6 Why do internal audiences, especially your boss, sometimes feel more important than
primary audiences outside your organization? (LO 2-1 to LO 2-3)
Of course, students may answer this question in any number of ways. A common answer would
be that a boss exercises authority over the employee, making the employee more likely to
2.7 What are your options if your boss’s criteria for a document are different than those of
the primary audience? (LO 2-1 to LO 2-3)
When it’s not possible to meet all audience members’ needs, writers should focus on gatekeepers
and decision makers first. If the boss falls into these categories, shape the message to fit his or
2.8 Identifying Audiences (LO 2-1 to LO 2-4)
1 Andrea’s initial and gatekeeper audiences would be the investment services company she
2 Carmale’s primary audience is the corporation that can approve her application for the
franchise. However, before she can reach that audience, she must first get her loan
3 The council members are the primary audience, while citizens, mayors, union
representatives, department heads, blue-ribbon panelists, and affected city workers are the
2.9 Choosing a Channel to Reach a Specific Audience (LO 2-1 to LO 2-4)
Students’ answers will vary, depending on how they define each audience (in terms of size or
location, for instance). Ask the students to supply reasonable reasons why they’ve chosen their
channels to meet audience needs, using the terms discussed throughout the text.
Acceptable answers are:
No single channel is likely to reach all members of an audience. Usually, a combination of
channels is the best approach. When budgets or time constraints prevent this, writers should
choose one channel most likely to reach the audience.
2.10 through 2.13 (LO 2-1 to LO 2-4)
Analyzing a Discourse Community
Analyzing an Organization’s Culture
Analyzing the Audiences for Noncommercial Web Pages
Analyzing People in Your Organization
Students’ answers will vary. Whatever their response, expect a detailed, reasoned answer. For
Exercise 2.10 and Exercise 2.11, make sure the student uses discretion—few people enjoy being
scrutinized without their knowledge. Where possible, the student should rely on experiences
with managers and co-workers and report information using anonymous names. When an
interview is required, the student should disclose the purpose.
A possible solution for Exercise 2.10 is included on Appendix 2-E through Appendix 2-H.
Discuss this solution with students, sharing the following points:
A possible solution for Exercise 2.11 is included on Appendix 2-I through Appendix 2-K.
Discuss this solution with students, sharing the following points:
Note also that these examples can be used to show students the style and format for memos.
Students should focus on both the content and the expression of information on the Web pages
for Exercise 2.12. For guidelines, they can consult pp. 79 and 226–227, which discuss the
format and writing style for Web pages, respectively. Will audiences find the pages well
2.14 Persuading a Lender to Defer Paying a Student Loan (LO 2-2)
This is a topical problem to assign given issues with repayment of student loans. Consider
asking students to bring in copies of correspondence they have received from lenders as well as
research some of the issues surrounding student loan deferments that may be making headlines.
Any message directed to students as the primary audience also likely has a secondary audience
of parents or guardians. Therefore, information on the cost of deferring student loans will likely
appeal to both audiences.
In addition, some students may pile up substantial student loan debt assuming that a high-paying
job awaits them upon graduation, so they will be able to start paying back the loans rather than
defer them. A good solution will stress that fiscal responsibility should start early and that
repaying loans on time will only help an individual learn how to manage money in the future. It
will also make the point to read the “fine print” so that borrowers have a complete understanding
of their responsibilities when it comes to repaying any type of loan. To prepare them, you might
have them review the information in Module 5, pp. 74-78.
15 Sending a Question to a Web Site (LO 2-2, LO 2-3)
Students’ answers will vary. Make sure that students accurately complete all information
required to submit information to a Web page—some Web sites simply have an e-mail link while
2.16 Convincing Your Organization to Allow Flex-Time for Students (LO 2-2, LO 2-3)
Students’ answers will vary. Students should identify benefits to both the organization and the
Organization benefits include having happier and more productive employees, better educated
2.17 Announcing Holiday Diversity (LO 2-2, LO 2-3)
As the workforce becomes more diverse in many countries, especially the United States, a policy
that allows employees equal access to holiday time off is important. However, to some
Polishing Your Prose: Comma Splices (Odd-numbered answers are in the back of the
Several answers are possible—here are likely ones.