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Agenda

Agenda. Presentations Promotional communication in business. Promotional communication. Persuasive adaptiveness Types of promotional communication Promotional communication vs. other types of business communication. Reasoning units and data sets. What is a reasoning unit? Recommendation

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Agenda

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  1. Agenda • Presentations • Promotional communication in business

  2. Promotional communication • Persuasive adaptiveness • Types of promotional communication • Promotional communication vs. other types of business communication

  3. Reasoning units and data sets • What is a reasoning unit? • Recommendation • Data set • Logical warrant • What is a data set? • The package of evidence you provide • A variety of types of data, chosen with the audience in mind • What is a warrant? • Explains how the data set supports your recommendation

  4. The recommendation • Clarity • Reader focus • Positioning

  5. Analyzing your audience • What does your reader know? What information do you need to supply so that she can understand your recommendation? • What does your reader think? Does he agree or disagree with your recommendation? Is he neutral? • Does your reader have any personalstake in the situation that would support or contradict your recommendation?

  6. Analyzing your audience • Is your reader higher, lower, or the same in the organizational hierarchy? • How is your credibility with the reader? • How well do you know the reader? • Are there any important secondary readers? To whom will you direct the document? Will that person act on your recommendation, or will your document be forwarded?

  7. Ways of convincing the reader • Stress the effect on the reader Reader focus: Speaking to the San Diego Accounting Society would enable you to present the firm’s view on the controversial topic of expensing versus capitalizing 401-C assets. Writer focus: The San Diego Accounting Society would like you to speak to us on the topic of expensing versus capitalizing 401-C assets. • Consider positive versus negative appeals Positive: By donating a pint of blood next Thursday, you will help ensure a continued supply of plasma for Washtenaw County residents. Negative: To avoid the possibility of facing emergency surgery with an inadequate supply of blood, please do your part Thursday.

  8. Ways of convincing the reader • Consider logical versus emotion appeals Logical: Our stationery’s 25% rag content means that your correspondence will remain legible even after ten years in the file cabinet. Emotional: Our stationery’s 25% rag content means your correspondence will make an important statement about you to your colleagues. Logical: Adopting this proposal will increase our market share by 1.5% within six months. Emotional: Adopting this proposal will give this company an international reputation as the leader in Pacific Rim marketing.

  9. Data sets:Validity of evidence To be convincing, evidence must be generally accepted as valid and as coming from a competent, objective source • Determining the validity of evidence • Determining the competence of the source • Determining the objectivity of the source

  10. Data sets:Types of evidence

  11. Assignment • Read Chapter 10 in the book

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