Meyer4e_AnswerKey_Chapter9.docx - Exercises Workshops and...

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Communicating for Results, Fourth Edition © Oxford University Press Canada, 2017 Exercises, Workshops, and Discussion Forums 1. Identifying Types of Appeals Answers will vary. 2. Analyzing Persuasive Messages a) Persuasive Request (Follow-up) Weaknesses: Grammar error: The second sentence is a fragment. ( In sending this letter .) The first paragraph does not generate interest. The second paragraph pushes for action (using guilt) before reasons. The reader isn’t told how the money will be used. Reputational benefits are not given. Reader objections are not considered. Negative language is used in the benefits ( small plaque ). Internal problems given are not relevant to and may repel the reader. The closing does not ask the reader for action.
Revision: Although our city is home to several of the country’s most prominent law firms, lawyers aren’t developed here. Our university plans to change that by building a leading-edge law school on our campus. As we discussed a few months ago, this school represents opportunities for industry leaders to contribute to local education Corporations that give a leadership gift of $500,000 will realize several reputational benefits, including a feature article in our alumni magazine and participation in our ground-breaking ceremony next spring, which will be attended by many business leaders, politicians, and the media. Although $500,000 is a large gift, as a tribute to their generosity, corporations will receive permanent recognition on a plaque in our lobby, reminding generations of students, faculty, and visitors of their gift. Please help build this needed school by providing a $500,000 gift. We are seeking contributions by the end of the year so that we can begin construction on schedule. Call me at 519-745-8834 to make arrangements for a contribution or for more details. Join us in creating a prestigious new law school. The community, its lawyers, and our students will be grateful you did. b) Persuasive Memo Weaknesses: Starts with the request rather than generating interest. Does not give the reader benefits. Does not use a persuasive appeal. Does not link request to incentives. Revision: Did you know that market research shows that two-thirds of consumers, when choosing a new product, will choose one that advertises a contest? Revenues generated by marketing a new product in this way are approximately five times greater than revenues realized through traditional advertising campaigns. Hosting a contest during the launch of our new line of low-carbohydrate products will boost sales above our projected revenue, and increasing our number of first-time buyers in our first quarter of sales will result in a faster-growing number of loyal customers. Although a contest will cost $100,000, we can save $125,000 by decreasing the scope of a less-effective advertising campaign. Therefore, give your approval for my department to develop a contest for our new low-carbohydrate line. If you have questions, I’d be happy to meet next week to discuss the strategy further. We will need authorization to proceed in the next two weeks in order to have a contest ready when the product is introduced.

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