Step 2 Write responses to questions. Use a word processor to answer the followin

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Step 2

Write responses to questions.

Use a word processor to answer the following questions:

What techniques are used to capture the reader's attention?

Does the writer use the direct or the indirect organizational approach?

Is the subject line effective? Why or why not?

Does the writer use an emotional or a logical appeal? Why?

What reader benefits are included?

How does the writer establish credibility?

What tools does the writer use to reinforce his position?

FIGURE 9.2 Persuasive Message Using the AIDA Model Randy Thumwolt uses the AIDA model in a persuasive memo about a program that would try to reduce Host Marriott's annual plastics costs and try to curtail consumer complaints about the company's recycling record Note how Thumwolt "sells the problem" before attempting to sell the solution. Few people are interested in hearing about solutions to problems they don't know about or don't believe exist. His interest section introduces an additional, unforeseen problem with plastic product containers. in Plastics Eile Edit Yiew Insert Format Tools Actions Help T4-11 eleanor tr Cr. Sutgect: Cost in Plastics Prastics cost analysis POF (96 KB) Eleanor: Catches the reader's attention with a blunt statement of a major In spite of our recent switch to purchasing plastic product containers in bulk, our costs for these containers are still extremely high. In my January 5 memo, l included all the figures showing that we purchase five tons of plastic product containers each year, and the price of polyethylene terephthalate (PET) rises and falls as petroleum costs fluctuate In January I suggested that we purchase plastic containers in bulk during winter months, when petroleum prices tend to be lower Because you approved that suggestion, we should realize a 10 percent savings this year However, our costs are still out of line, around $2 million a year Builds interest in a potential solution to the problem by emphasizing how bad the problem is and highlighting an associated problem In addition to the cost in dollars of these plastic containers is the cost in image. We have recently been receiving an increasing number of consumer letters complaining about our lack of a recycling program for PET plastic containers, both on the airplanes and in the airport restaurants. After conducting some preliminary research, I have come up with the following ideas: Increases the recipient's desire or willingness to take action by outlining a solution Provide recycling containers at all Host Marriott airport restaurants Offer financial incentives for the airlines to collect and separate PET containers Set up a specially designated dumpster at each airport for recycling plastics Contract with A-Batt Waste Management for collection I've attached a detailed report of the costs involved. As you can see, our net savings the first year should run about $500,000. I've also spoken to Ted Macy in marketing. If we adopt the recycling plan, he wants to build a PR campaign around it. The PET recycling plan will help build our public image while improving our bottom line. If you agree, let's meet with Ted next week to get things started. Please call me at ext. 2356 if you have any questions. Motivates the reader one last time with a specific cost savings figure, then requests a specific action Excellence in Business Communication, 12th Edition ©2017 Pearson

Explanation / Answer

The techniques used to capture the reader’s attention:

The writer has clearly used direct organizational approach while addressing the problem. He has a direct take on the problem and its supplementary issues and tries to address the same and propose solutions with a direct approach.

Subject line needs to be more effective as the ultimate objective of doing cost cutting is not highlighted. The subject line needs to be comprehensive and must give the gist of the content following in the memo.

The writer has been quoting facts and figures to support his arguments. So, he has implemented logical approach in his appeal as well as arguments.

The writer has tried to effectively handle the problem of plastics in hand by proposing accurate solutions and the benefits that the reader can enjoy from those solutions. The writer has highlighted the cost savings that the readers will get. Also there will be remarkable improvement in the company’s brand image and bottom line.

The writer, indeed establishes credibility by using factual based arguments and logical approach to tackle the problem of plastics faced by the company. The readers can relate to his logic and can use the solutions to get rid of the problem.

Tools used by the writer to reinforce his position:

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