Chapter 9Persuasive Messages.ppt

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Chapter 9Persuasive Messages.ppt

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Chapter 9 Krizan Business Communication ?2005 Chapter 9 Krizan Business Communication ?2005 Chapter 9Persuasive Messages Why is receiver analysis crucial to the success of persuasive messages? Targeting their interests, goals, values, and needs make taking desired action more probable. Why are persuasive messages written using the indirect plan? The sender presents benefits first convincing receiver to read entire message and possibly take action. When is the direct plan appropriate for writing persuasive messages? The direct plan is used when receiver is willing to take required action. Distinguish between the message plan used for routine and non-routine claims. Routine claims use the direct plan. Non-routine or special claims deal with disputes. Sender must convince receiver the adjustment or refund is acceptable. * 9