AIM planning process
Explain the AIM planning process for persuasive messages and the basic components of most persuasive messages. (pp. 241–245)
Courtesy of Peter Cardon.
AIM Planning Process
Audience Analysis: Identify the needs of your audience and learn how it is influenced.
Idea Development: Gather extensive information about the products, services, and ideas that you are writing about.
Message Structuring: Gain attention, tie needs to benefits, provide rationale, show appreciation, and call your audience to action.
|Components of Persuasive Messages|
|Types of Attention-Getters|
See examples of attention-getters in Table 9.1.
LO 9.3. Explain how the tone and style of persuasive messages impact their influence. (pp. 245–252)
|Guidelines for Tone and Style for Persuasive Messages|
LO 9.4. Create compelling internal persuasive messages. (pp. 252–255)
|Components of Internal Persuasive Messages|
LO 9.5. Compose influential external persuasive messages. (pp. 255–259)
|Components of External Persuasive Messages|
LO 9.6. Construct effective mass sales messages. (pp. 259–261)
|Structure of Mass Sales Messages|
LO 9.7. Evaluate persuasive messages for effectiveness and fairness. (pp. 262–263)
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After studying this chapter, you should be able to do the following:
- Explain how planning and conducting business research for reports impacts your credibility.
- Create research objectives that are specific and achievable.
- Explain principles of effective design for survey questions and choices.
- Develop charts and tables to concisely display data and accentuate key messages.
- Evaluate the usefulness of data sources for business research.
- Conduct secondary research to address a business problem.
- Evaluate research data, charts, and tables for fairness and effectiveness.
Hear Pete Cardon explain why this matters.
In your career, you’ll be responsible for reading and preparing an amazing variety of business reports. Common types include business plans, project reports, status or progress reports, financial plans, marketing plans, strategic plans, and technical reports. Reports can range from a single page to thousands of pages. One characteristic is common to all types: the purpose is to provide sound information, analysis, and advice to decision makers.
Compared to most daily business correspondence, reports are considered more reliable, authoritative, thorough, and final. As decision-making tools, they are typically commissioned by and written for middle-level or upper-level managers or external stakeholders (i.e., loan officers, stockholders). Because of their role in decision making, most reports take much more time to create than daily business correspondence. Furthermore, many reports are written collaboratively since they contain complex information that requires the talents and resources of many professionals.
Many reports rely on business research. A person who can conduct business research will have many opportunities for success and advancement. Research is the process of searching for knowledge. In business, you may want to know how consumers think and feel; understand employees’ attitudes about a new policy; forecast sales based on past performance and carefully selected assumptions; use internal data to identify consumer behavioral patterns; or examine data to address a variety of business problems.
Conducting and reporting research can enhance your credibility in a variety of ways. You demonstrate an often rare competency in the workplace when you can zero in on core business problems and collect and analyze data that relates to these problems. You show caring by involving key decision makers in the process and conducting research that meets their needs. Also, your character is significantly enhanced when decision makers recognize that they can count on you to deliver results in an objective and unbiased fashion.
In this chapter, we consider several approaches to planning and conducting research for reports. Overall, the purpose is to gather and analyze data that will drive excellent decision making and high organizational performance. First, we focus on setting research objectives, a process that ensures you identify the most relevant data for your business goals. Then, we examine the processes of primary and secondary research to ensure that you will gather reliable data. We also discuss how to effectively present numerical and other information in charts, graphs, and tables so that your complex data is easy to understand and supports your key messages. Read the following case, which serves as the basis for examples provided in Chapters 12 and 13.