978-0134562186 Chapter 12 Solution Manual Part 2

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12: Writing Persuasive Messages 12-1

[LO-2] AACSB: Written and oral communication

12.1. Message Strategies: Requests for Action

Note: This is a moderately complicated request that needs to come across as being in the company’s best

interest and not the complaint of a single employee who is tired of noise. The best solution is to take the

indirect approach and focus on the benefits of the proposal without complaining about the noise.

[subject line] An opportunity to improve staff productivity

Hello Jeri,

Any visitor who steps into our open-plan offices would surely note the high level of energy everyone here

While that buzz indicates a high level of energy and activity, I think most people would also agree that a

beehive would be a pretty terrible place to think. Unfortunately, our offices have become just that, and

Attempting to impose quiet on the main work areas would be a mistake, but I do see a solution. I propose

that we convert the second-floor conference room to a “quiet zone,” much like the study spaces in a

Maintaining the appropriate level of silence could be accomplished through a combination of human and

technological solutions. On the people side, we would simply explain the need for and purpose of the

quiet zone and emphasize that it is not a place for conversations or meetings. On the technology side, with

the ubiquity of mobile phones in the workplace, we could ask people to silence their phones, but I don’t

I’ve done an informal survey among my colleagues, and support for this idea is unanimous. The minimal

I would be happy to take the lead in investigating the cost of converting the conference room and working

[LO-2] AACSB: Written and oral communication

12.2. Message Strategies: Requests for Action

Note: Take advantage of the fact that Sparks has already expressed an interest in finding promising

investment opportunities. Open with a statement that indicates you heard her comments at the luncheon,

and that your e-mail is a response to those remarks. Use the AIDA plan to explain how you and your

business meet the criteria she established, and emphasize that WorldConnect’s early success is a sign of

good things to come. End with a specific request for a meeting, and include the information she would

need to get in touch with you. The target platform is a smartphone, so make the subject line and all the

12: Writing Persuasive Messages 12-2

paragraphs short and clear.

[subject line] Investment opportunity in language services

Dear Ms. Sparks:

professionals.

The demand for these services is widespread: within two months of opening, our office was booked to

capacity. WorldConnect’s ongoing success reflects a strong commitment to growth through knowing our

customers’ needs and meeting them in every way.

These opportunities offer remarkable profit potential, and I’d like to talk with you about sharing in those

gains. Please let me know when your schedule would allow us to meet—sometime within the next four

[LO-2] AACSB: Written and oral communication

12.3. Message Strategies: Persuasive Claims and Requests for Adjustment

Note: Be careful not to convey anger or outrage, and avoid scorching language. Instead, calmly appeal

to the company’s sense of ethics and its interest in maintaining a good name among consumers who do

not forget. Make it clear that you expect positive results. Waste little time explaining the problem; the

company is fully aware of the software bug.

[subject line] Restitution for lack of service

Dear Ms. Hinkley:

On March 1, I purchased a new phone and signed a two-year service contract with InstantCall. For two

weeks after my phone was activated, I didn’t receive any calls, even though all my contacts had my new

number. I called your technical support line and was told that my incoming calls were being routed to an

inactive number. The technician promised to fix the problem, but the solution took another two weeks.

Because the service I paid for was not available for a full month, I believe I am entitled to a refund or

Please let me know your decision before the next monthly bill arrives on April 10. Thanks for your

assistance in resolving this matter.

Sincerely,

[LO-2] AACSB: Written and oral communication

12.4. Message Strategies: Requests for Information

Note: The writer is on slightly shaky ground here because he or she had the opportunity to get and keep

copies of past reviews but failed to do so, and the request (apparently) goes against company policy. The

message can lean heavily on the extenuating circumstances to help build the writer’s case. Another point

12: Writing Persuasive Messages 12-3

that should work in the writer’s favor is that HR professionals tend to view themselves as employee

advocates. The request is unusual, so the writer takes the indirect approach, laying out the case before

making the request.

[subject line] Annual employee reviews

Dear Mr. Sandes,

I recently celebrated my fifth anniversary with the company, and I’ve been taking stock of my career and

During the five years that I have been a product planner in the marketing department, I have reported to

seven managers. I have never been evaluated by the same manager twice, and one year I was evaluated by

someone who knew almost nothing about my work because she had been in the position for only three

I realize that employees are allowed to ask for copies of their reviews each year, but I confess I didn’t

appreciate the importance of doing so until now, and I don’t have copies. My understanding is that

Given the circumstances, could I ask for copies of my past five reviews? I would like to discuss my

review history with my current manager, but only after I’ve had the chance to reread the reviews myself,

[LO-2] AACSB: Written and oral communication

12.5. Message Strategies: Marketing and Sales Messages

Note: Relocating an entire company—or choosing the location to start a new business—is an enormously

complex decision. Moreover, every state in the union tries to lure businesses, so the competition is fierce.

Your argument will need to be clear and compelling in order to stand apart from the crowd. However,

keep in mind that no one will relocate based on just a single form letter; your purpose is simply to

encourage CEOs to consider Kentucky as an attractive possibility. The entire persuasion process will

involve personal visits and a variety of in-depth reports and presentations. But it can all start with a letter

that paints a clear picture of Kentucky as a great place to do business. Keep the letter brief and objective,

and be sure to explain how readers can get more information.

Students can access the information for this assignment at

www.thinkkentucky.com/KYEDC/TopTen.aspx.

Kentucky Cabinet for Economic Development

Old Capitol Annex, 300 West Broadway

Frankfort, Kentucky 40601

800–626–2930 • econdev@ky.gov

[date]

[name and address from database]

Dear [name from database]:

If your company is considering moving your existing operations or establishing new facilities, you may

be surprised to discover the many advantages Kentucky has to offer:

12: Writing Persuasive Messages 12-4

Knowledgeable

workforce

Expansion Management magazine ranked our workforce training programs

third among all state programs for customizing business and industry

training.

High

productivity

Our workers continually outperform the national average.

Low-cost power Kentucky has some of the lowest electricity costs in the nation.

Attractive

business climate

Our cost of doing business is the lowest of any state east of the Mississippi

and the fourth-lowest in the nation.

Central location Locating in Kentucky puts you within 600 miles of two-thirds of the

nation’s population and manufacturing businesses.

Efficient

transportation

Reach customers anywhere by road, rail, water or air (Cincinnati/Northern

Kentucky International Airport was voted the number two airport by

independent passenger surveys).

Generous

incentives

Creative incentives include corporate tax credits, loan financing, training

grants, and opportunities for foreign trade zone operations.

Low taxes Property taxes are among the lowest in the nation, and we have no local

sales taxes.

Available sites

and buildings

Over 200 prescreened “shovel-ready” sites and more than 200 quality

industrial buildings are ready for your new location or expansion.

A great way

of life

From cosmopolitan urban life to the best of outdoor sports and recreation,

Kentucky has just about everything for you and your employees to enjoy.

Find out why so many innovative companies choose to locate or expand in Kentucky. For more

information, please contact me at 800–626–2930 or by email at econdev@ky.gov. You can also learn

[LO-3] AACSB: Written and oral communication

12.6. Message Strategies: Marketing and Sales Messages

Note: Students have an opportunity with this message to present positive, helpful, and welcome

information, if presented correctly. Be sure to include as much information as needed for the

conscientious parent who might consider this opportunity.

Dear Parents,

The American Academy of Pediatrics recommends organized sports as a means of improving fitness

levels and socialization skills in pre-teens and adolescents. However, given the numerous sports options

available these days, choosing the right game for your child can be a difficult task. An excellent option is

The intensity of water polo makes it a great fitness exercise. Water polo is a wonderful way to get

children comfortable with water—and it helps them become better swimmers, improves their shoulder

Water polo is fundamentally a team sport. The club structure of the game fosters camaraderie and

cooperation amongst the players. Through the game, your child will learn to make new friends and

12: Writing Persuasive Messages 12-5

Above all, water polo is fun! Many children enjoy it more than running or doing aerobics. It also instills a

lifelong interest in water sports and other organized sports.

Sincerely,

[LO-3] AACSB: Written and oral communication

12.7. Message Strategies: Marketing and Sales Messages

Note: Student answers will vary. They might be surprised by how challenging it can be to describe music.

Referring to other musical genres, styles, or performers can be a big help.

Even if you can identify all the musical ingredients that go into a Thundercat tune, you might struggle to

describe the finished dishes that the multitalented Los Angeles bass maestro born Stephen Bruner serves

up. Rolling Stone went with a “unique fusion of pop, soul, EDM, funk and prog-rock,” which is accurate,

[LO-3] AACSB: Written and oral communication

12.8. Message Strategies: Marketing and Sales Messages

Note: This exercise will elicit a broad range of student responses, but all should reflect the guidelines in

the chapter for writing effective sales and marketing messages. Pay particular attention to how well

students have focused their attention on audience needs, biases, and concerns, and on how effectively

they describe the features of their product and the benefits buyers can enjoy. This example is a marketing

message targeted at golf club managers.

If a thief walks off with one of your member’s expensive new set of golf clubs, who is the member going

However, with dozens of golfers coming and going at all hours of the day, stopping at the turn for a quick

bite, or lounging around the grill room for dinner after a round, the opportunities for theft are just too

Fortunately, for a fraction of the cost of hiring even one more security guard, you can install the new

The system is simple, inexpensive, and effective. Using the latest advances in near-field communication,

Golfsafe creates a wireless link between each golfer and his or her golf bag. If a bag and its owner get

separated by more than a preset distance, the Golfsafe system can alert your front desk staff, send a text

12: Writing Persuasive Messages 12-6

Golfsafe has been installed in more than 100 private and semi-private clubs around the world, as more

and more members are demanding that their clubs take action against theft.

These links offer more information:

Don’t let your club be the next victim of equipment theft. Call today to see how Golfsafe can reduce your

[LO-3] AACSB: Written and oral communication

12.9. Message Strategies: Marketing and Sales Messages [LO-3]

Note: With millions of podcasts appearing on thousands of podcasting websites and channels, you need to

clearly identify your podcasting service, define who might be interested, and explain why this audience

would want to listen to your podcasts.

Website promotion for podcast station:

The transition from business school to the business world can seem complex and confusing, but it doesn’t

have to be. School2Biz offers practical advice on making smart decisions on everything from preparing

Greetings from the team at School2Biz, a podcast channel devoted to helping business school graduates

make a successful and rewarding transition to the business world. Our podcasts cover all the key

Everyone on the School2Biz team is a b-school grad, with anywhere from two to ten years of work

experience. We’ve been through the transition you’re about to make, and we’ve made some good choices

[LO-3] AACSB: Written and oral communication

12.10. Message Strategies: Marketing and Sales Messages

Note: To gain attention, open with a solution to a problem. Use Kelly’s newest offering (KMS) to focus

interest on what might otherwise be old news for human resources executives. Describe the new services

(features) that Kelly offers, but imply many of the benefits to avoid insulting knowledgeable readers.

Include facts about the company that even knowledgeable readers might not know. Make the call for

action easy, no-risk, and direct. Then conclude the letter with benefits.

KELLY SERVICES®, INC.

999 W. Big Beaver Road, Troy, Michigan 48084

(313) 295-6012 www.kellyservices.com

[Date]

[Inside address]

Subject: Finding the Best Employees for Less

12: Writing Persuasive Messages 12-7

Dear _______:

Do you need a team that can get the job done but lack the time for choosing, hiring, and training? Kelly

Management Services (KMS) is your one-call solution.

At Kelly, you can choose from complete outsourcing services in several categories, including office

Of course, if one or two employees can handle your task, Kelly still offers the temporary staffing

solutions that have made it a Fortune 500 company with 2,400 offices in 26 countries. We now provide

staffing solutions for 95 percent of Fortune 500 companies. That includes technical writers, computer

Last year, Chrysler Corporation presented us with its Gold Pentastar Award as a “best-in-class supplier”

for excellence in “quality, customer satisfaction, technology, and delivery” of contract labor with

office/clerical, information technology, and engineering skills. We can do the same for you, and more.

We choose the best—and many of our temporary workers love their flexible jobs so much that they stay

To learn more about KMS or other Kelly Services, call (313) 295-6012 to speak with a representative.

[LO-3] AACSB: Written and oral communication

12.11. Message Strategies: Marketing and Sales Messages

Note: Whatever approach students take with this message, they shouldn’t try to downplay or denigrate

online advertising. Doing so will only harm the writer’s credibility and give the message an air of

desperation. Instead, promote the benefits of magazine advertising objectively and explain that for many

companies, a mix of online and print advertising can be the ideal strategy. At the same time, don’t try to

apologize for the nature of print advertising, even though it doesn’t have the “gee whiz” factor of the

latest online technologies. It remains a legitimate and compelling medium, so don’t sell it short.

Adding the power of print to today’s multimedia advertising strategies

The ability to reproduce high-quality photography. Nothing shows off a magnificent

12: Writing Persuasive Messages 12-8

The physical presence of print. Online ads are great, but they disappear when visitors leave the

Portability. Computers may be getting smaller, but they will never be as easy to tuck under your

Guaranteed circulation numbers. Verifiable online ad measurements are coming along, to be

Close reader relationships. Just about everybody has a favorite magazine or two and many

[LO-3] AACSB: Written and oral communication

12.12. Message Strategies: Marketing and Sales Messages; Media Skills: Social Networking

Note: These messages should be clear, concise, and informative. This isn’t the place for intense marketing

or sales tactics. Students should focus on providing reliable and relevant information that sets a solid

foundation for additional information the public may seek from other sources.

Company Overview

Curves has been helping women achieve their fitness goals in a supportive and comfortable environment

since 1992. We take the pressure out of exercising with our unofficial motto “no makeup, no men, and no

Mission

Curves is about strengthening women. Our mission is to help women reach their fitness goals in a

[LO-3] AACSB: Written and oral communication

12.13. Message Strategies: Marketing and Sales Messages; Media Skills: Social Networking

Note: Students should keep in mind that this message is written by students for perspective students.

Wording of the message should be such that it appeals to student needs and tastes, focusing on what is

important to them as they prepare for a new chapter in their lives. This gives the team an opportunity to

analyze the messages to be used and base that analysis on unbiased personal knowledge.

Three Things Students Love about Pomona

The best thing about Pomona is its location—being situated in a quaint college-town makes campus life

12: Writing Persuasive Messages 12-9

Pomona also boasts of great weather, with bright, sunny days through much of the year. The weather

[LO-3] AACSB: Written and oral communication

12.14. Message Strategies: Marketing and Sales Messages; Media Skills: Microblogging

Note: This exercise in microblogging should challenge students to keep messages informative but short

and concise. Weeding out extraneous information will keep messages on track while gaining customer

interest. These Tweets promote plantable seed-paper stationary and gift items from

www.botanicalpaperworks.com.

Messages that blossom! Eco-friendly, seed-paper stationery from Botanical PaperWorks grows and

blooms into multicolored wildflowers.

[LO-3] AACSB: Written and oral communication

12.15. Message Strategies: Marketing and Sales Messages; Media Skills: Social Networking

Note: This scenario involves a hypothetical tutoring company that uses a team-based approach. Here’s a

160-word About Us statement.

Teamwork Tutoring is a fresh approach to tutoring. We’re all about making sure you have the opportunity

to study with someone who really gets you. Rather than being stuck with a tutor who might not be the

right fit for you, with Teamwork Tutoring you start your learning journey in a casual group discussion

with all our tutors. As we discuss your goals and challenges, you can decide which tutor feels right for

[LO-3] AACSB: Written and oral communication

12.16. Message Strategies: Marketing and Sales Messages; Media Skills: Social Networking

Note: Students can use the About Us statement from the previous case as “parts” for this assignment.

Remind them that Twitter makes it easy to chain multiple tweets together by replying to yourself, so these

four tweets can read like a coherent statement.

12: Writing Persuasive Messages 12-10

[LO-3] AACSB: Written and oral communication

ASSISTED GRADING QUESTIONS (ACCESSED ON MYBCOMMLAB)

12.17. Business purchasing decisions tend to be based on facts and logical argumentation, much more so than

12.18. The AIDA and similar models need to be modified when writing persuasive messages in social media