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Exercises

1: You are the Marketing Coordinator for Icon’s International division, and you’re preparing for a tradeshow that is two months away. It has just come to your attention that your biggest competitor, Atlas, has added multimedia interactivity to its exhibits, which is likely to overshadow your exhibit. Further, you know that Atlas has received over $10,000 in free advertising due to all the attention their exhibit has received. A 10 percent increase in your budget will allow you to acquire the necessary materials and staff to upgrade the exhibit. The upgrade will increase the drawing power of your exhibit and will be reusable for the next 9 tradeshows. You need to write an e-mail message to the Marketing Director, Mr. Townsend, persuading him to increase Icon’s exhibit budget. You have a friendly but professional relationship with Mr. Townsend.

Now, compose the e-mail message.

2: What should you keep in mind when writing e-mail messages to management?
3: Identify the factors that you should consider before writing an e-mail message.
  1. Your relationship to the recipient

  2. Your friendship with the recipient

  3. The subject of the e-mail message

  4. Your recipient’s mood

  5. The purpose of the e-mail message

  6. How interesting your message is

  7. When you think the recipient will read the message

4: How should you construct e-mail messages to multiple readers of differing rank?
5: Read the following e-mail messages and identify the purpose of each.

I would like to increase the budget for the tradeshow by no less than 10 percent, so we can continue to compete with our rival, Atlas, at the various tradeshows we attend. Atlas’s improvements have generated over $10,000 in free advertising through press attention. Making similar improvements will give us the same results. I would like to set up a meeting to address any questions you may have about this proposal and discuss any other ideas you might have.

Our biggest competitor, Atlas, has added multimedia interactivity to its exhibits. This is likely to overshadow our exhibit. It has come to my attention that Atlas has received over $10,000 in free advertising due to all the attention its exhibit has received.

Our biggest competitor, Atlas, has added multimedia interactivity to its exhibits. This is likely to overshadow our exhibit. It has come to my attention that Atlas has received over $10,000 in free advertising due to all the attention their exhibit has received. Should we also acquire the necessary materials and staff to upgrade our exhibit?

6: Identify the tone of the message and reconstruct it in the opposite tone.

For your information, I’m going on vacation next week. Please leave me a message on my voice mail or send me e-mail if you need to notify me about something.

The project reports are ready. Go through them and get back to me.




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