MKTG 2200 Quiz 3 Flashcards
primary purpose in persuasive message
-to have audience act or change beliefs
secondary purpose in persuasive message
build good image or communicator and communicator’s organization
- cement good relationship
- overcome any objections that night prevent/ delay action
- reduce/eliminate future communication on same subject
Credibility
audience’s response to communicator as source of message
-Expertise, image, relationships
How to build credibility:
- Be factual - don’t exaggerate
- Be specific - if you say X is better, show in detail how it is better
- Be reliable - if project will take longer or cost more than estimated, tell audience immediately
Use the direct request pattern when…
- Audience will do what you ask without resistance
- You need response only from people who can easily do as you ask
- Audience may not read all of the message
Use the problem-solving pattern when…
- Audience may resist doing what you ask
- You expect logic to be more important than emotion in the decision
Use the sales pattern when…
- Audience may resist doing what you ask
- You expect emotion to be more important than logic in the decision
How to organize direct requests
1) Ask immediately for the information or service you want
2) Give audience all the information they need to act on your request
3) Ask for the action you want
Organize a problem-solving persuasive message in the following pattern…
1) Catch audience’s interest by mentioning common ground
2) Define problem you share with audience
3) Explain solution to problem
4) Show that advantages outweigh negatives
5) Summarize additional benefits of solution
6) Ask for action you want
Use the following strategies to counter objections you cannot eliminate
Specify time, money required to act
- May be less than audience fears
- -Example:
- – “Filling out the forms should only take 10 minutes. Your responses will be put into our database—no more paperwork.”
why threats don’t persuade
- Don’t produce permanent change
- May not produce desired action
- May make people abandon action
- Produce tension
- People dislike / avoid one who threatens
- Can provoke counter-aggression
To encourage audiences to act promptly, do the following…
- Show that time limit is real
- Show that acting now will save time or money
- Show the cost of delaying action
What are ways to build emotional appeal?
- Storytelling
- Psychological description (create a picture using senses)
- help audience imagine themselves doing/enjoying what you ask
How do you organize persuasive problem-solving messages
- Be courteous
- Give solid reasons for requests
- Make requests clear
- Give enough information for audience to act
- Tone down requests to superiors
Organize negative messages to customers and clients in the following pattern…
1) When you have a reason that the audience will understand and accept, give the reason before the refusal
2) Give the negative information, just once
3) Present an alternative or compromise
4) End with positive forward-looking statement
Organize negative messages to superiors in the following pattern…
1) Describe problem clearly
2) Tell how it happened
3) Describe the options for fixing it
4) Recommend a solution and ask for action
Organize negative messages to superiors to peers and subordinates, in the following pattern…
1) Describe problem objectively, clearly
2) Present an alternative or compromise, if available
3) Ask for input or action, if possible
- -May suggest helpful solutions
- -Audience may accept outcomes better
Name the parts of a negative message
- Subject lines (for e-mail messages)
- Buffers
- Reasons
- Refusals
- Alternatives
- Endings
what is a buffer and when should it be used?
- Buffer - neutral or positive statement that delays the negative
- Use a buffer when
- -Audience values harmony
- -Buffer serves another purpose
- -You can write good buffer
types of buffers
Five most common types of buffers 1-Positives/good news 2-Fact or chronology of events 3-Reference to enclosures 4-Thank the audience 5-General principle
How should the reason section of a negative message be handled?
- Clear, convincing reasons precede refusal
- -Prepare audience for refusal
- -Help audience accept refusal
- Don’t hide behind company policy
- -Show how policy benefits audience
- -If no benefit, omit policy from message
How should the refusal section of a negative message be handled?
- Put refusal in with reason to de-emphasize
- Imply refusal if you can
- Make it crystal clear
- Finalize message on subject
- -Don’t write 2nd message to say no
What does the alternatives section of a negative news message do
- Offers way to get what audience wants
- Shows you care about audience’s needs
- Returns audience’s psychological freedom (freedom of choice)
- Allows you to end on positive note
How should the ending section of a negative message be handled
- Refer to a good alternative at end
- Best endings look to future
- Avoid insincere endings:
- Example: “Please let us know if we can be of further help.”
Tone in Negative Messages
- Show you took request seriously
- Use positive emphasis and you-attitude
- Think about visual appearance
- Consider timing of message
what is tone in a negative message?
implied attitude of the author toward the audience and subject
what is the purpose of a resume?
to get you the interview
What are some job hunting techniques?
- Check services of career placement office
- Join extracurricular organizations
- Find jobs/internships that give you experience
- Note which courses you like
Name some general guidelines for creating a résumé
- Length
- Emphasis
- Details
- Writing Style
- Length: One page minimum- most important info on page 1 (if more than one page). should not exceed 2 pages.
- Emphasis: Emphasize achievements that are most relevant to the position you are applying. Do this by putting it at the top of the page and set it off with white space.
- Details: Give evidence to support your claims and convince reader
- Writing Style: Be concise (brief, but complete). Never use I; use me or my if you must
how do employers use resumes?
- To decide whom to interview
- To screen applicants by scanning or skimming
- To assess what they assume is your best work
- To prepare for job interviews
- To get final approval for selected applicants
Name the different kinds of résumés and when you use them
Chronological:
-Summarizes what you did in time line
-Starts with most recent events, uses reverse chronology
-Includes degrees, job titles, dates
-When to use—
–Your education, experience closely related to
job for which you’re applying
–You have impressive job titles, offices, or
honors
Skills:
- Emphasizes skills you’ve used, rather than the job in which you used them or the date
- De-emphasizes job titles, employment history, dates
What type of information should you put the résumé?
Essential, Name and contact information, Education ,Experience
Omit unfavorable information
Optional: Career Objective, Summary of Qualifications, Honors and Awards
Name the three dimensions of team interactions
Informational—focus on content: problem, data, solutions
Procedural messages—focus on methods, processes
Interpersonal—focus on people, cooperation, team loyalty
Name the life stages of team interactions
Formation–> Coordination –> Formilization
Give some characteristics for successful student teams…
- Assign specific tasks, set clear deadlines, schedule frequent meetings
- Listen carefully to each other
- Develop inclusive decision-making style
- Establish proportionate work loads
- Deal directly with conflicts
Feedback Strategies
- Generate and heed as much feedback as possible
- Seek external - supervisors, suppliers, clients, customers
- Seek internal - within in the team
- Evaluate:
- -Members’ performances
- -Team’s performance
- -Task progress
- -Team procedures
What is Groupthink? How can it be overcome?
Groupthink—tendency for teams to value agreement so highly they punish dissent
- Correctives to groupthink
- -Search for alternatives
- -Test assumptions
- -Protect rights of individuals to disagree
What does conflict resolution aim to do?
- Make sure people involved really disagree
- Ensure that everyone has correct information
- Discover needs each person is trying to meet
- Search for alternatives
- Repair negative feelings
