(Institute Affiliation)
1. A final-notice collection letter from an appliance manufacturer to an appliance dealer that is 3 months behind on payments, sent 10 days before initiating legal collection procedures
Who is the audience?
- The final-notice collection letter should be sent to the appliance dealer.
What is the audience’s general attitude toward the subject?
- Since the appliance dealer has not paid heed to the matter, his attitude can be construed as casual or lax.
What does the audience need to know?
- The appliance manufacturer should write the following
- Dates when he followed up with the appliance dealer for payments
- Evidence recorded of these follow ups/reminders (letter, email, texts, etc.)
- Final date on which the appliance dealer should pay all outstanding debts
What is the appropriate medium of choice?
- An email will be the appropriate medium so that the manufacturer has evidence that he had forewarned the dealer about the situation; this will act as proof in case the matter becomes a legal one
2. An advertisement for digital cameras
Who is the audience?
- The audience is the consumer
- Male and female/age no bar
- Professional/non-professional photographers
- Travellers, adventure enthusiasts
- Those who pursue photography as a hobby (non-professionally)
- People with families – for when they take vacations
What is the audience’s general attitude toward the subject?
- The audience is not on the lookout for such products unless the need arises
- If the ad communicated well the consumer might make a spontaneous purchase
What does the audience need to know?
- The audience needs to know the following:
- The technical specifications of the digital camera – such as resolution (mega pixels), power usage (battery life), disc space; this should be explained in simple terms and the company should not use too much technical jargon as there may be consumers who are unfamiliar with the technical lingo of photography
- The features of the camera – easy to use, sharpness of photos, etc
- Compare it to another camera (preferably an older model of the same company) telling the consumer how this model is better
What is the appropriate medium of choice?
- Television commercial
- Internet advertisement
- Advertise on the company website
- If the product is available on online retail stores (for e.g., Amazon) then advertise on Amazon as well as email Amazon subscribers/consumers about the availability of the product
- Presence on social media such as Twitter, Facebook, etc
3. A proposal to top management, suggesting that the four sales regions in the United States be combined into just two regions
Who is the audience?
- The audience will be the Regional Sales Heads (of the four regions), the Sales Director, and the top management such as the Board of Directors
- First the Regional Sales Heads need to be consulted; their inputs will be crucial in making the proposal as they are the ones who know their teams’ limitations and advantages
- The approvals of the Sales Director is essential as without his consent the proposal may not be forwarded to the Board; he should be the one who will be initiating the meeting
What is the audience’s general attitude toward the subject?
- The objective should clearly be stated so that the audience is interested in the proposition
- The problems along with the solutions should be well thought (all possible scenarios should be analysed) before recommending the most feasible solution (in this case the merging of offices)
What does the audience need to know?
- The proposal
- Why is there a need to merge the two regions?
- Is it economically viable for the company?
- Will the merger lead to an increase in profitability and productivity?
- How will the employees of the regions be managed/re-arranged?
What is the appropriate medium of choice?
- Meeting with the Regional Sales Heads
- Presentation draft for the Sales Director
- Presentation to the board (preferably made by Sales Director)
4. Fliers to be attached to doorknobs in the neighborhood, announcing reduced rates for chimney cleaning or repairs
Who is the audience?
- Families, single women and single men – staying in the neighbourhood
What is the audience’s general attitude toward the subject?
- Unless the need arises, the audience will not be interested in the subject
What does the audience need to know?
- The message should communicate the following
- The reduced rate (emphasising the percentage of reduction in price, for example, 20% reduced prices)
What is the appropriate medium of choice?
- The medium of communication is already stated – fliers delivered to every household in the neighborhood
5. A cover letter sent along with your résumé to a potential employer
Who is the audience?
- Human resources/talent acquisition department
- Talent acquisition agencies
What is the audience’s general attitude toward the subject?
- It is most likely to be categorized as spam unless the job application is mentioned in the subject of the email
What does the audience need to know?
- The HR department is the first to segregate applications according to their requirements, so the cover letter needs to entail the following
- Whether you will be fit for the job (convince the reader that you will be an asset for the company in case they hire you)
What is the appropriate medium of choice?
- An email with a subject referring to the job application so that it doesn’t get categorized as spam or junk
6. A website that describes the services offered by a consulting firm that helps accounting managers comply with government regulations
Who is the audience?
- The accounts department of companies
What is the audience’s general attitude toward the subject?
- The audience will look for a credible source
What does the audience need to know?
- The services offered
- The rates of the services provided (if any)
- The benefits that the client will get if they use this website
- Ease of transaction (the process that they need to go through in case they opt for the services)
- Since the audience is looking for credibility, it will be appreciated if there are testimonials (success stories) by other clients who have worked with the consulting firm
What is the appropriate medium of choice?
- Updated website/facebook page/twitter profile of the consulting firm; should have the webpage address (URL) hyperlinked to the main website
- Verbal communication - meet potential companies and pitch the idea to them
7. A tweet announcing free shipping on online orders for the next 30 days.
Who is the audience?
- The audience is the company’s consumer
What is the audience’s general attitude toward the subject?
- Free shipping is a hassle free service that will excite the consumer and incentivise him/her to buy the available products
- Regular consumers will follow the company’s twitter handle
What does the audience need to know?
- The terms and conditions of the free shipping
What is the appropriate medium of choice?
- Since it is a tweet, the medium is Twitter
- In addition to Twitter, it is important that the company use the following media as well
- Update the website with the information
