UPDATED GEB 3213 Trammel Exam 2 100% SOLUTIONS CORRECT ANSWERS

ogical 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