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Unformatted text preview: Business Communication Essentials
Welcome to this brief benefits tour of Business Communication Essentials, Fourth Edition. We've selected a dozen pages from the text to illustrate some of the many unique features that make BCE4 an ideal teaching and learning resource for your business communication course. To hear audio commentary on each page, click this icon: Contents in Brief
Preface xiii Prologue P-1 [unit 1 ]
CHAPTER 1 CHAPTER 2 BUSINESS COMMUNICATION FOUNDATIONS 3
Understanding Business Communication in Today's Workplace 4 Mastering Interpersonal Communication 28 [ unit 2 ]
CHAPTER 3 CHAPTER 4 CHAPTER 5 THE THREE-STEP WRITING PROCESS 47
Planning Business Messages 48 Writing Business Messages 68 Completing Business Messages 92 [ unit 3 ]
CHAPTER CHAPTER CHAPTER CHAPTER 6 7 8 9 BRIEF BUSINESS MESSAGES 115
Crafting Messages for Electronic Media 116 Writing Routine and Positive Messages 143 Writing Negative Messages 172 Writing Persuasive Messages 200 [ unit 4 ]
CHAPTER 10 CHAPTER 11 CHAPTER 12 LONGER BUSINESS MESSAGES 231
Understanding and Planning Reports and Proposals 232 Writing and Completing Reports and Proposals 260 Developing Oral and Online Presentations 310 [ unit 5 ]
CHAPTER 13 CHAPTER 14 APPENDIX A APPENDIX B APPENDIX C EMPLOYMENT MESSAGES AND JOB INTERVIEWS 337
Building Careers and Writing Rsums 338 Applying and Interviewing for Employment 365 Format and Layout of Business Documents A-1 Documentation of Report Sources A-20 Correction Symbols A-26 Video Guide VG-1 Handbook of Grammar, Mechanics, and Usage H-1 Answer Key AK-1 References R-1 Acknowledgments AC-1 Index I-1 v xx Preface Chapter 11
Learning objectives More emphasis on drafting and revising online content, principles of graphic design, verifying the quality of visuals, and completing reports Retained: About the importance of using clear language when communicating about complex topics New section on drafting online content New coverage of proposalwriting software Heavily revised section on illustrating reports with effective visuals, including visual literacy and six principles of effective visual design New coverage of data visualization Chapter 12
Comparable to BCE3 Chapter 13
More emphasis on rsum fraud, rsum formatting, and media choices for rsums Retained: About poorly designed rsums being tossed out without even being read Chapter 14
New emphasis on the growing use of behavioral interviews From the Real World New: About removing barriers between the speaker and the audience Retained: About using the job interview to give employers a good idea of who you are and what you offer Reorganized information on common types of interviews Added coverage of panel interviews Situational and behavioral interviews separated as two distinct types Added coverage of working interviews Added section on interview media, which includes e-mail and IM, video, and online interviews Revised coverage of what employers look for in an interview Replacement of the "Plan to Look Good" section Revised "Discussing Salary" section New: Effective solicited application message (Figure 14.1) Chapter content (subject areas that were added, clarified, expanded, streamlined, or updated for this edition) New advice for anticipating and responding to the emotional state of presentation audiences New advice on using a three-act storytelling structure for presentations The first section, "Building a Career with Your Communication Skills," is now in the new Prologue Revised coverage of employers' approach to the employment process Added information about networking etiquette New coverage of career objectives, qualifications summaries, and career summaries Revised coverage of activities and achievements Revised coverage of personal data and references New coverage of PowerPoint and video rsums New: Effective chronological rsum (Figure 13.5) New: Combination rsum (Figure 13.6) New: Ineffective rsum design (Figure 13.7) Model documents and other exhibits New: Data visualization using a cloud tag (Figure 11.9) New: Digital image manipulation (Figure 11.12) New: Writing readable content (Figure 12.5) New: Slide master (Figure 12.6) New: Slide sorter view (Figure 12.7) New: Navigation and support slides (Figure 12.8) New: Moving blueprint slides (Figure 12.9) End-of-chapter exercises New questions on integrating New questions on visuals and text, visual design, presentation skills, and wiki revision ethical design choices, and slide show animation 2 new cases 4 new cases New questions on rsum writing, networking, plaintext and HTML formats, and qualifications summaries 2 new cases New questions on situational and behavioral interviews Cases Comparable to BCE3 COURSE PLANNING GUIDE
Although Business Communication Essentials follows a traditional sequence of topics, it is structured so that you can address topics in whatever order best suits your needs. For instance, if you want to begin by reviewing grammar, you can ask students to read Chapter 5,"Completing Business Messages" and then the "Handbook of Grammar, Mechanics, and Usage." Conversely, if you want to begin with employment-related communication, you can start with the Prologue, "Building a Career with Your Communication Skills," followed by Chapters 13 and 14. The following table suggests a sequence and a schedule for covering the chapters in the textbook, with time allocations based on the total number of class hours available. 80 Unit 2: The Three-Step Writing Process Creating Effective Sentences
Making every sentence count is a key step in creating effective messages. Start by selecting the optimum type of sentence and then arrange words to emphasize the most important point in each sentence. Choosing from the Four Types of Sentences
A simple sentence has one main clause. Sentences come in four basic varieties: simple, compound, complex, and compound-complex. A simple sentence has one main clause (a single subject and a single predicate), although it may be expanded by nouns and pronouns serving as objects of the action and by modifying phrases. Consider this example (with the subject underlined once and the predicate verb underlined twice):
Profits increased in the past year. A compound sentence has two main clauses. A compound sentence has two main clauses that express two or more independent but related thoughts of equal importance, usually joined by and, but, or or. In effect, a compound sentence is a merger of two or more simple sentences (independent clauses) that are related. For example:
Wages have declined by 5 percent, and employee turnover has been high. A complex sentence has one main clause and one subordinate clause. The independent clauses in a compound sentence are always separated by a comma or by a semicolon (in which case the conjunction--and, but, or or--is dropped). A complex sentence expresses one main thought (the independent clause) and one or more subordinate thoughts (dependent clauses) related to it, often separated by a comma. The subordinate thought, which comes first in the following sentence, could not stand alone:
Although you may question Gerald's conclusions, you must admit that his research is thorough. A compound-complex sentence has two main clauses and at least one dependent clause. A compound-complex sentence has two main clauses, at least one of which contains a subordinate clause:
Profits have increased in the past year, and although you may question Gerald's conclusions, you must admit that his research is thorough. Writing is usually most effective if it balances all four sentence types. To make your writing as effective as possible, strive for variety and balance using all four sentence types. If you use too many simple sentences, you won't be able to properly express the relationships among your ideas, and your writing will sound choppy and abrupt. If you use too many long, compound sentences, your writing will sound monotonous. Using Sentence Style to Emphasize Key Thoughts
Emphasize specific parts of sentences by Devoting more words to them Putting them at the beginning or at the end of the sentence Making them the subject of the sentence In every message, some ideas are more important than others. You can emphasize key ideas through your sentence style. One obvious technique is to give important points the most space. When you want to call attention to a thought, use extra words to describe it. Consider this sentence:
The chairperson called for a vote of the shareholders. To emphasize the importance of the chairperson, you might describe her more fully:
Having considerable experience in corporate takeover battles, the chairperson called for a vote of the shareholders. You can increase the emphasis even more by adding a separate, short sentence to augment the first:
The chairperson called for a vote of the shareholders. She has considerable experience in corporate takeover battles. You can also call attention to a thought by making it the subject of the sentence. In the following example, the emphasis is on the person:
I can write letters much more quickly using a computer. 182 Unit 3: Brief Business Messages Planning
Analyze the Situation
Verify that the purpose is to refuse a warranty claim and offer alternatives; the audience's likely reaction is disappointment and surprise. Writing
Adapt to Your Audience
Adjust the level of formality based on the degree of familiarity with the audience (relatively formal is best in this case); maintain a positive relationship by using the "you" attitude, politeness, positive emphasis, and bias-free language. Completing
Revise the Message
Evaluate content and review readability to make sure the negative information won't be misinterpreted; make sure your tone stays positive without being artificial. Gather Information
Verify warranty information and research alternatives to present to the customer. Produce the Message
Emphasize a clean, professional appearance. Select the Right Medium
Choose the best medium to deliver this message; the customer submitted the claim via e-mail, so a response via e-mail is appropriate. Compose the Message
Use a conversational but professional style and keep the message brief, clear, and as helpful as possible. Proofread the Message
Review for errors in layout, spelling, and mechanics. Organize the Information
Focus on the main idea, which is to refuse the claim; select the indirect approach based on the audience and the situation. Distribute the Message
Deliver your message via e-mail. 1 2 3 Buffers the bad news by starting with a point on which the writer and reader agree States the bad news indirectly while emphasizing the appropriate uses of the product Gives the customer options for the next step, including a helpful link to the company's website Closes on a positive note by thanking the customer and looking to the future Subtly lets the customer know that he made a mistake, but doesn't blame him directly Encourages future purchasing in a way that indicates a desire to help the customer avoid a repeat of this mistake
Pointers for Refusing Claims Use the buffer to indicate that you received and understand the request or complaint. In the body, provide an accurate, objective account of the transaction. Make the refusal clear without being abrupt, insulting, or accusatory. Maintain an impersonal tone that doesn't offend the reader. Don't apologize for refusing, since your company hasn't done anything wrong. If appropriate, offer an alternative solution. Emphasize your continued desire for a positive relationship with the customer. Close with resale information if appropriate. Make any suggested actions easy for the reader to follow. Figure 8.4 Effectively Refusing a Claim Vera Shoemaker diplomatically refuses this customer's request for a new saw blade. Without blaming the customer (even though the customer clearly made a mistake), she points out that the saw blade is not intended to cut steel, so the warranty doesn't cover a replacement in this instance. If you deal with enough customers over a long-enough period, chances are you'll get a request that is particularly outrageous. You may even be convinced that the person is being dishonest. However, you must resist the temptation to call the person dishonest or incompetent. If you don't, you could be sued for defamation, a false statement that damages someone's reputation. (Written defamation is called libel; spoken defamation is called slander.) To successfully sue for defamation, the aggrieved party must prove (1) that the statement is false, (2) that the language injures the person's reputation, and (3) that the statement has been communicated to others. Handbook of Grammar, Mechanics, and Usage
The rules of grammar, mechanics, and usage provide the guidance every professional needs in order to communicate successfully with colleagues, customers, and other audiences. Understanding and following these rules helps you in two important ways. First, the rules determine how meaning is encoded and decoded in the communication process. If you don't encode your messages using the same rules your readers or listeners use to decode them, chances are your audiences will not extract your intended meaning from your messages. Without a firm grasp of the basics of grammar, mechanics, and usage, you risk being misunderstood, damaging your company's image, losing money for your company, and possibly even losing your job. In other words, if you want to get your point across, you need to follow the rules of grammar, mechanics, and usage. Second, apart from transferring meaning successfully, following the rules tells your audience that you respect the conventions and expectations of the business community. You can think of grammar as the agreed-upon structure of a language, the way that individual words are formed and the manner in which those words are then combined to form meaningful sentences. Mechanics are style and formatting issues such as capitalization, spelling, and the use of numbers and symbols. Usage involves the accepted and expected way in which specific words are used by a particular community of people--in this case, the community of businesspeople who use English. This handbook can help you improve your knowledge and awareness in all three areas. It is divided into the following sections: Diagnostic Test of English Skills. Testing your current knowledge of grammar, mechanics, and usage helps you find out where your strengths and weaknesses lie. This test offers 50 items taken from the topics included in this handbook. Assessment of English Skills. After completing the diagnostic test, use the assessment form to highlight the areas you most need to review. Essentials of Grammar, Mechanics, and Usage with Practice Sessions. This section helps you quickly review the basics. You can study the things you've probably already learned but may have forgotten about grammar, punctuation, mechanics (including capitalization, abbreviation, number style, and word division), and vocabulary (including frequently confused words, frequently misused words, frequently misspelled words, and transitional words and phrases). Practice sessions throughout this section help you test yourself and reinforce what you learn. Use this essential review not only to study and improve your English skills but also as a reference for any questions you may have during this course. answered all the questions, ask your instructor for an answer sheet so that you can score the test. On the Assessment of English Skills form (page H-3), record the number of questions you answered incorrectly in each section. The following choices apply to items 15. Write in each blank the letter of the choice that best describes the part of speech that is underlined. A. B. C. D. E. F. G. H. noun pronoun verb adjective adverb preposition conjunction article 1. The new branch location will be decided by next week. 2. We must hire only qualified, ambitious graduates. 3. After their presentation, I was still undecided. 4. See me after the meeting. 5. Margaret, pressed for time, turned in unusually sloppy work. ____ ____ ____ ____ ____ In the blanks for items 615, write the letter of the word or phrase that best completes each sentence. ____ ____ ____ ____ ____ ____ 6. (A. Russ's, B. Russ') laptop was stolen last week. 7. Speaking only for (A. me, B. myself), I think the new policy is discriminatory. 8. Of the five candidates we interviewed yesterday, (A. who, B. whom) do you believe is the best choice? 9. India has increased (A. it's, B. its) imports of corn and rice. 10. Anyone who wants to be (A. their, B. his or her) own boss should think about owning a franchise. 11. If the IT department can't (A. lie, B. lay) the fiberoptic cable by March 1, the plant will not open on schedule. 12. Starbucks (A. is, B. are) opening five new stores in San Diego in the next year. 13. The number of women-owned small businesses (A. has, B. have) increased sharply in the past two decades. 14. Greg and Bernyce worked (A. good, B. well) together. 15. They distributed the supplies (A. among, B. between) the six staff members. ____ ____ ____ ____ The following choices apply to items 1620. Write in each blank the letter of the choice that best describes the sentence structure problem with each item. A. sentence fragment B. comma splice C. misplaced modifier Diagnostic Test of English Skills
Use this test to determine whether you need more practice with grammar, punctuation, mechanics, or vocabulary. When you've H-1 6: Crafting Messages for Electronic Media 123 For the latest information on using IM in business, visit http://real-timeupdates.com/bce and click on Chapter 6. CREATING EFFECTIVE BUSINESS BLOGS
A blog (short for web log) is an online journal that is much easier to personalize and update than a conventional website. In a sense, a blog combines the global reach and reference value of a conventional website with the conversational exchanges of e-mail or IM. Good business blogs pay close attention to several important elements: Communicating with personal style and an authentic voice. Most business messages designed for large audiences are carefully scripted and written in a "corporate voice" that is impersonal and objective. In contrast, successful business blogs are written by individuals and exhibit their personal style. Audiences relate to this fresh approach and often build closer emotional bonds with the blogger's organization as a result. For instance, Microsoft's Channel 9 video blog, or vlog (http://channel9.msdn.com), features informal, personable video clips in which several of the company's technical experts answer questions and criticisms from software developers.25 Delivering new information quickly. Today's blogging tools let you post new material within minutes of writing it or filming it. Not only does this feature allow you to respond quickly when needed--such as during a corporate crisis--it also lets your audiences know that an active conversation is taking place. Blogs that don't offer a continuous stream of new and interesting content are quickly ignored in today's online environment. Choosing topics of peak interest to audiences. Successful blogs cover topics that readers care about. For instance, General Motors's popular FastLane blog (http:// fastlane.gmblogs.com) features top executives writing about GM cars and responding to questions and criticisms from car enthusiasts. The people who read the blog and write comments obviously care about cars and want the latest information from GM.26 Encouraging audiences to join the conversation. Not all blogs invite comments, although most do, and many bloggers consider comments to be an essential feature. Blog comments can be a valuable source of news, information, and insights. In addition, the relatively informal nature of blogging seems to make it easier for companies to let their guard down and converse with their audiences. To guard against comments that are not helpful or appropriate, many bloggers review all comments and post only the most helpful or interesting ones.
Blogs have a unique ability to encourage interaction with a large, geographically dispersed audience. Most business blogs invite readers to leave comments. Understanding the Business Applications of Blogging
Blogs are a potential solution whenever you have a continuing stream of information to share with an online audience--and particularly when you want the audience to have the opportunity to respond. Here are some of the many ways businesses are using blogs:27 Project management and team communication. Using blogs is a good way to keep project teams up to date, particularly when team members are geographically dispersed. For instance, the trip reports that employees file after visiting customers or other external parties can be enhanced vividly with mobile blogs, or moblogs. Company news. Companies can use blogs to keep employees informed about general business matters, from facility news to benefit updates. Blogs also serve as online community forums, giving everyone in the company a chance to raise questions and voice concerns. Customer support. Building on the tradition of online customer support forums that have been around since the earliest days of the Internet, customer support
The business applications of blogs include a wide range of internal and external communication tasks. 6: Crafting Messages for Electronic Media 137 some say they are getting tired of all the ads--both ads on the site itself and pop-up ads. A few say they are switching to other websites with fewer advertising intrusions. Your site traffic numbers are holding fairly steady for now, but you're worried that the few visitors leaving ESPN.com might be the start of a significant exodus in the future. Your task Write an e-mail message to your manager, expressing your concern about the amount of advertising content on ESPN.com. Acknowledge that advertising is a vital source of revenue but share what you're learned about site visitors who claim to be migrating to other sites. Offer to lead a comprehensive review effort that will compare the advertising presence on ESPN.com with that of other sports websites and explore ways to maintain strong advertising sales without alienating readers.45 [ BLOGGING SKILLS
5. Legitimate and Legal: Defending Technology Sales to Chinese Police Agencies Cisco, a leading manufacturer of computer networking equipment, is one of several technology companies that have been criticized recently for selling high-tech equipment to police agencies in China. After the Chinese government killed hundreds of protestors in Tiananmen Square in 1989, U.S. officials began restricting the export of products that could be used by Chinese security forces. The restrictions cover a range of lowtech devices, from helmets and handcuffs to fingerprint powder and teargas, but not certain high-tech products, such as the networking equipment that Cisco sells, which can conceivably be used by security forces in ways that violate human rights. Critics contend that by not restricting products such as Cisco's, the U.S. government is not enforcing the full intent of the restrictions. Moreover, they suggest that Cisco could be enabling abuse. For example, its Chinese marketing brochure promotes the equipment's ability to "strengthen police control."
Your task Write a brief post for the Cisco executive blog that explains the following points: The company rigorously follows all U.S. export regulations; the company's marketing efforts in China are consistent with the way it markets products to other police organizations throughout the world; the products are simply tools, and like all other tools, they can be applied in good or bad ways, and responsible application is the customer's responsibility, not Cisco's; and if Cisco didn't sell this equipment to the Chinese government, another company from another country would.48 [ E-MAIL SKILLS
3. Must Be an Opportunity in Here Somewhere: The Growing Market of Women Living Without Husbands For the first time in history (aside from special situations such as major wars), more than half--51 percent--of all U.S. adult women now live without a spouse. (In other words, they live alone, with roommates, or as part of an unmarried couple.) Twenty-five percent have never married, and 26 percent are divorced, widowed, or married but living apart from their spouses. In the 1950s and into the 1960s, only 40 percent of women lived without a spouse, but every decade since, the percentage has increased. In your work as a consumer trend specialist for Seymour Powell (www. seymourpowell.com), a product design firm based in London that specializes in the home, personal, leisure, and transportation sectors, it's your business to recognize and respond to demographic shifts such as this.
Your task With a small team of classmates, brainstorm possible product opportunities that respond to this trend. In an e-mail message to be sent to the management team at Seymour Powell, list your ideas for new or modified products that might sell well in a society in which more than half of all adult women live without a spouse. For each idea, provide a one-sentence explanation of why you think the product has potential.46 [ IM SKILLS
6. The Very Definition of Confusion: Helping Consumers Sort Out High-Definition Television High-definition television can be a joy to watch--but, oh, what a pain to buy. The field is littered with competing technologies and arcane terminology that is meaningless to most consumers. Moreover, it's nearly impossible to define one technical term without invoking two or three others, leaving consumers swimming in an alphanumeric soup of confusion. The manufacturers themselves can't even agree on which of the 18 different digital TV formats truly qualify as "high definition." As a sales support manager for Crutchfield (www.crutchfield.com), a leading online retailer of audio and video systems, you understand the frustration buyers feel; your staff is deluged daily by their questions.
Your task To help your staff respond quickly to consumers who ask questions via Crutchfield's online IM chat service, you are developing a set of "canned" responses to common questions. When a consumer asks one of these questions, a sales advisor can simply click on the ready-made answer. Start by writing concise, consumer-friendly definitions of the following terms: resolution, HDTV, 1080p, and HDMI. (On the Crutchfield website, click on "Learn,""TVs, Blu-ray & Gaming," and then "Televisions" to learn more about these terms. Answers.com and CNET.com are two other handy sources.)49 [ E-MAIL [ PORTFOLIO BUILDER SKILLS
4. Help Is on the Way: Encouraging Ford Dealers The "Big Three" U.S. automakers--General Motors, Chrysler, and Ford--haven't had much good news to share lately. Ford, in particular, has been going through a rough time, losing billions of dollars and being overtaken in sales volume by Toyota.
Your task Write an e-mail message to be sent to all Ford dealers in North America, describing an exciting new model about to be introduced to the public. For this exercise, you can use either an upcoming Ford model you have researched in the automotive media or a fictitious car of your own imagination (make sure it's something that could conceivably be introduced by Ford).47 158 Unit 3: Brief Business Messages Test Your Knowledge
1. What are three guidelines for asking a series of questions in a routine request? 2. Should you use the direct or indirect approach for most routine messages? Why? 3. What six pieces of information must be included in a letter of recommendation? 4. How can you avoid sounding insincere when writing a goodwill message? 5. What are six guidelines for writing condolence messages? Apply Your Knowledge
1. Why is it good practice to explain that replying to a request could benefit the reader? 2. Your company's error cost an important business customer a new client; you know it, and your customer knows it. Do you apologize, or do you refer to the incident in a positive light without admitting any responsibility? Briefly explain. 3. You've been asked to write a letter of recommendation for an employee who worked for you some years ago. You recall that the employee did an admirable job, but you can't remember any specific information at this point. Should you write the letter anyway? Explain. 4. Every time you send a direct-request memo to Ted Jackson, he delays or refuses to comply. You're beginning to get impatient. Should you send Jackson an e-mail message to ask what's wrong? Complain to your supervisor about Jackson's uncooperative attitude? Arrange a face-to-face meeting with Jackson? Bring up the problem at the next staff meeting? Explain. 5. Ethical Choices You have a complaint against one of your suppliers, but you have no documentation to back it up. Should you request an adjustment anyway? Why or why not? Practice Your Knowledge
Exercises for Perfecting Your Writing Revising Messages: Direct Approach Revise the following short e-mail messages so that they are more direct and concise; develop a subject line for each revised message.
1. I'm contacting you about your recent order for a High Country backpack. You didn't tell us which backpack you wanted, and you know we make a lot of different ones. We have the canvas models with the plastic frames and vinyl trim, and we have 136 Unit 3: Brief Business Messages Expand Your Knowledge
Exploring the Best of the Web Ready to Start Blogging? Blogging is easy to do if you have the right information. Start with the helpful tutorials at www.website101.com/RSS-Blogs-Blogging. More than 30 brief articles cover everything from creating a blog to attracting more readers to setting up RSS newsfeeds. Learn the techniques for adding audio and photo files to your blog. Review how search engines treat blogs and how you can use search engines to help more people find your blog. Then answer the following questions. Exercises 1. What are five ways to attract more readers to your blog? 2. Why are blogs good for marketing? 3. What is a newsfeed, and why is it a vital part of blogging? Surfing Your Way to Career Success Bove and Thill's Business Communication Headline News offers links to hundreds of online resources that can help you with this course, your other college courses, and your career. Visit http://businesscommunicationblog.com and click on "Web Directory." The Letters, Memos, E-Mail, Instant Messages, Blogs, and Web Content section connects you to a variety of websites and articles on routine, positive, and negative messages; persuasive messages; letters and memos; e-mail; IM; blogging; and web writing. Identify three websites from this section that could be useful in your business career. For each site, write a two-sentence summary of what the site offers and how it could help you launch and build your career. MyBCommLab.com
Use MyBCommLab.com to test your understanding of the concepts presented in this chapter and explore additional materials that will bring the ideas to life in video, activities, and an online multimedia e-book. Additionally, you can improve your skill with prepositions, conjunctions, and articles by using the "Peak Performance Grammar and Mechanics" module within the lab. Take the Pretest to determine whether you have any weak areas. Then review those areas in the Refresher Course. Take the Follow-Up Test to check your grasp of prepositions, conjunctions, and articles. For an extra challenge, take the Advanced Test. Finally, for even more reinforcement, go to the "Improve Your Grammar, Mechanics, and Usage" section that follows the cases, and complete the "Level 1: Self-Assessment" exercises. CASES
Apply the three-step writing process to the following cases, as assigned by your instructor.
BLOGGING [[BLOGGING SKILLS SKILLS [ E-MAIL SKILLS
2. Keeping the Fans Happy: Analyzing Advertising on ESPN.com ESPN leads the pack both online and off. Its well-known cable television sports channels are staple fare for sports enthusiasts, and ESPN.com (http://espn.go.com) is the leader in sports websites. Advertisers flock to ESPN.com because it delivers millions of visitors in the prime 18- to 34-year-old demographic group. With a continually refreshed offering of sporting news, columnists, video replays, and fantasy leagues (online competitions in which participants choose players for their teams, and the outcome is based on how well the real players do in actual live competition), ESPN.com has become one of the major advertising venues on the web. As an up-and-coming web producer for ESPN.com, you're concerned about the rumblings of discontent you've heard from friends and read in various blogs and other sources. ESPN.com remains popular with millions of sports fans, but 1. Come on to Comic-Con: Explaining the Benefits of Attending Comic-Con International is an annual convention that highlights a wide variety of pop culture and entertainment media, from comic books and collectibles to video games and movies. From its early start as a comic book convention that attracted several hundred fans and publishing industry insiders, ComicCon has become a major international event, with more than 120,000 attendees.
Your task Several readers of your pop culture blog have been asking for your recommendation about visiting Comic-Con in San Diego next summer. Write a two- or three-paragraph posting for your blog that explains what Comic-Con is and what visitors can expect to experience at the convention. Be sure to address your posting to fans, not industry insiders. You can learn more at www.comic-con.org.44 http://businesscommunicationblog.com http://real-timeupdates.com/bce 1 Read messages from the authors and access over 175 media items available only to instructors. (Students have access to their own messages, assignments, and media items.) 2 Click on any chapter to see the updates and media items for that chapter. 4 Subscribe via RSS to individual chapters to get updates automatically for the chapter you're currently teaching. 3 Scan headlines and click on any item of interest to read the article or download the media item. Every item is personally selected by the authors to complement the text and support in-class activities. 5 Media items are categorized
by type so you can quickly find podcasts, videos, PowerPoints, and more. ...
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