Answer the 4 questions considering everything learned, by choosing the right option for each question. Write a justification for each of your choices, no more than 4-5 sentences. Example: Q1- Answer A. "We must all work harder at serving customers in a timely manner." Justification: Since focusing on the audience is of primary importance .

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Robert Turtledove, H&R Block's chief marketing officer, was im- pressed enough with your communication skills and social media experience to add you to the team that markets H&R Block's digital tax-preparation solutions. Using the insights you gained in this chapter, address these internal and external communication challenges. d. To persuade people who do their own taxes but have never used tax software to visit the H&R Block website to learn more about the advantages of using software to prepare their taxes. 1. A carefully defined purpose is essential for every message, but particularly so with marketing messages. These persuasive messages can accomplish any number of different tasks, from changing perceptions about an overall category of products to encouraging shoppers to visit a retail store to enticing people to place an order for a specific product right away. Any confusion about purpose will result in a message that either doesn't know what it's trying to accomplish or tries to accomplish too much. Turtledove has asked you to plan a promotional campaign that encourages people who do their own taxes but have never used tax preparation software to at least consider these products. Which of the following statements does the best job of defining the specific purpose of this message? a. To persuade everyone who visits the H&R Block website to order a copy of H&R Block tax software within two hours of landing on the website. b. To persuade people who do their own taxes but have never used tax software to visit the H&R Block website and order a copy of H&R Block software. c. To persuade at least 75 percent of all visitors to the H&R Block website to learn more about the advantages of using software to prepare their taxes. 2. You've just learned that the company's software developers are going to redesign the H&R Block tax software to make it easier to use, and they have asked for feedback from Turtledove's department to help prioritize their work. Unfortunately, they actually made the request about a month ago, but the message fell through the cracks somehow and no one in marketing has prepared any information. The design team needs the information first thing tomorrow morning, and it's already 3:00 PM. You have a couple of hours to gather as much information as possible, then you can write a brief report this evening and email it to the development manager. Which of these is the best way to gather useful information? a. Interview the customer service manager to find out which features and functions have generated the most calls from frustrated customers. b. Use the software yourself for two hours, analyzing its usability and taking note of functions that are difficult to use. c. Do an extensive Internet search using several search engines. Look for negative reviews in software and financial magazines, negative comments from bloggers and Twitter users, and other feedback. d. Recruit a dozen people in your office for a panel discussion, asking them to share their own experiences with learning the software and to pass along any feedback they've heard from family, friends, and customers. 3. After submitting the emergency report on usability frustrations, you realize the company could benefit from a more systematic way of collecting feedback from customers. Which of the following media choices would you recommend and why? a. Publish the software development manager's email address and invite customers to write to that address whenever they get frustrated with any aspect of the software. b. Publish a toll-free telephone number that users can call whenever they are frustrated with the software. Operators can record the information and then email the results of each call to the software development manager. c. Build an Internet link into the software that gives users access to a feedback form whenever they get frustrated or confused. They can instantly record their grievances, and the information will then be transmitted to H&R Block and automatically fed into a searchable database. d. Create the same form and database described in choice (c) but put the form on the H&R Block website, rather than embedding it in the software. 4. You think you've spotted a potential business opportunity for H&R Block: a mobile app for personal financial planning. The company already has a mobile app for tax preparation, but a general-purpose financial app would let users track expenses, balance their checking accounts, and perform other routine tasks. You know that such a product would be a strategic departure for H&R Block, which has always been all about taxes, so your proposal will surely encounter some resistance and skepticism. Which of the following approaches should you take in organizing a proposal that recommends the company explore the possibility of creating this new app? a. Launching a new product is a serious business decision, so be direct. Come right out and say what you propose in the opening paragraph of your proposal and then back that up with details in the body of the message. Your readers will study the supporting details and then evaluate your idea on its merits alone. b. The fact that H&R Block doesn't already have a financial planning app is mystifying to you. After all, the company is one of the best-known firms in the financial services sector. Your proposal needs to be not only direct but also blunt: Without exactly saying so, you need to convey the message that only a fool would ignore an opportunity like this. c. Your proposal should take an indirect approach because your readers will initially be resistant to the idea. Moreover, it would be bad form to dictate precisely what the solution should be, so write only in general terms (such as "the opportunity for smartphone software apps is significant") and let the readers reach a conclusion on their own (as in, deciding specifically to create a personal finance manager for smartphones). d. If the proposal doesn't quickly address the audience's reservations regarding moving beyond tax preparation tools into general-purpose financial tools, audience members won't bother to read the details or consider the proposal. Consequently, an indirect approach is best. Start by announcing that you've identified a business opportunity that is ideal for H&R Block but needs to be acted on soon or a competitor will get there first. After you've captured the audience's attention with that intriguing opening, continue with your persuasive argument in favor of the financial planning app. The choices show understanding of the theoretical discussion in class The justification correctly identifies the principles of modern communication and fits the answer chosen The justification is written in error- free language The thinking demonstrated in the choices is creative and original The writing is coherent and shows good reasoning