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GEB 3213 Exam 2 Trammel Exam Questions with Complete Answers
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GEB 3213 Exam 2 Trammel Exam Questions with Complete Answers
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GEB 3213 Exam 2 Trammel ExamQuestions with Complete Answers
logical appeal - Answer-taps into a consumer's desire for durability, convenience, or low
prices
emotional appeal - Answer-connect people's desire to be respected, praised,
remembered, or appreciated (usually luxury items)
AIDA format - Answer--used for sales messages, claim request, & proposals
-great for when the consumer has not requested information
-practice good ethics, don't make a promise you can't keep
A -- grab reader's attention
I -- introduce and arouse interest in the product
D -- create desire for the product through clear evidence
A -- request action
how many central selling points should you have? - Answer-three, no more than four
incomplete comparison - Answer-deliberate vagueness to mislead potential consumers
(avoid this)
aim to include - Answer-guarantees (strengthen claims), enclosures, and testimonials
(another persuasive strategy)
things to do - Answer-introduce and create interest, make it action oriented, assert
central selling points, use evidence to convince, watch your language, aim to include
guarantees, enclosures, and testimonials, downplay the prices, and request action
scarcity technique - Answer-used to show the exclusivity of something
social proof strategy - Answer-offers the testimonials of people and/or organizations the
readers will respect
reciprocity approach - Answer-promises to give something back to the reader in some
way, shape, or form
marketing letters in the US vs. Canada - Answer-US:
-decrease power distance between the writer and reader (ex: dear friend... [not used in
Canada])
-rhetorical appeals focus on nationalism, patriotism, vanity, and aesthetics
Canada:
, -does not work to reduce power distance but instead recognizes it
-more formal/less likely to create a friendly relationship
-rhetorical appeals focus more on economics
-avoid emotionally simulating language and focus on safety and convenience to
establish credibility with a reader (not in the US)
basic message writing strategies in the US - Answer--direct approach format
-gets to the point in the first sentence to save readers time
-efficiency and time saving = big cultural priorities
-email is the favored format for internal messages within a company and some internal
messages use a memo format
-messages to stakeholders use a letter format (allows proof to keep on file to increase
formality and professionalism)
-value sincerity and openness
-favors linear thinking
-low context
good letter writing standards in the US - Answer-clear content, positive tone, and proper
format
clear content - Answer-clear and concise, use active voice and familiar language to
lower fog index
positive tone - Answer--establishes goodwill with your reader
-techniques: you attitude, positive emphasis, and reader benefits
proper format - Answer--types: block letter, modified block, simplified block
-spacing is key for nonverbal impressions
-avoid justified margins; the right margin should be ragged because this will improve
readability
using direct approach for routine messages - Answer--direct approach pattern using
deductive logic is the most common form used in the US
-delivering positive or neutral news, making requests and responding to requests,
making claims for adjustment and responding to those claims, placing orders and
responding to orders, making positive recommendations, and composing goodwill
messages
basic format of direct approach - Answer--first paragraph: statement in first sentence
describing purpose (answers need to be immediate)
-middle paragraph: a description of any explanation or details necessary in completing
the message (fills reader in on any details, background info, or necessary explanation
that will help to maximize response)
-closing paragraph: a positive to neutral courteous closing, that may ask for an action
(positive and neutral in tone, wrap up content developed in earlier paragraphs, tell
reader how and when to act with specific deadline)
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