Please answer the highlighted questions

180 Chapter 5 Communicating Persuasive Messages CASE SCENARIO b. Pots that are stimulated during the day are happier and hoather than pets left alone. If you are willing to bring a child to dey care, then you should certainly be willing to do the same for your pet. d Day care is as good as medicine for a pal's health For example, Mrs. Jones's dog was sickly before becoming a daycare client. Now the dog is healthy and energetic e. Daycare chants receive a discount on routine grooming Case Scanario 181 Question : Noah and Kelly have decided to use the AIDA form for both letters. Alone or working with a smal group of classmates draft other of the sales letters. Use your imagination to develop specific details for the pet owners Kelly and Noah know. Endeach letter by asking the audience to go to the Pat Haven website for more information In class, compare and evaluate the various letters to see differ ont implementations of AIDA Starting a New Business This case scenario will help you review the chapter merial by apply c. How can Kelly and Noah establish credibility out the ability ing it to a specific situation to run a business and repay a lon? d. What kinds of emotional appeals might be attective to motivate Kelly Lee and Noah Walker meet in a marketing class and recognize their parents? that they have two things in common. First, they enjoy working with animals. Kelly's family breeds Trichsecters, and Noah works part time identifying Benefits and Objections In a veterinary office. Second, they both want to be entrepreneurs After some initial market analysis, they decide to collaborate on creat Based on Kelly's and Noah's persuasive business plans, their parents ing a pet daycare center, Pet Haven, that will offer daily workouts for agree to cosign the loan. However, they insist that Kelly and Noah the animals, hourly playtime and peiting with individual handlers. begin to market their business before graduation. As a step, Kelly and clean and roomy cages or containment areas. and Noah decide to learn more about their pontial customers: To get Det Haven up and running Kelly and Noala realize they . What do they know about pet daycare services? must persuade either a bank or other investors to give them a small What benefits will they perceive from the service? business own. Then they must persuade potential customers to use What objections and concerns may prevent them from using their wrvice the service? Persuading Lenders to Fund a Loan Question 2 How can Noah and Kally eam this information? What would you do? When Kelly and Noah go to the bank to discuss a loan for Pet Haven the banker is interested in the idea but tells them their interest rate will 8. Alone or with a small group search the web for arimal or per he very high because they have an insuficient credit history and no daycare cervers. Select at least two companies and read the collateral for the loan. To secure a more reasonable rate, he suggests websites thoroughly. Lin the customer banals that each company stresses which bereits seem most competing? they ask relatives to co-sign the loan application. In other words, What benefits would you recommend Noah and Kely stress? their parents would have to agree to repay the loan if Kelly and Can you think of other potential benefits that you did not read Noah could not boutin competitors' websites? Kelly and Noah decide they need to convince their parents that b small groups or as a class, brainstorm objections then Pet Haven is a sound financial idea. To prepare for these meetings owners may raise about the pet daycare concept. What may they brainstorm a list of questions their parents mights prevent per owners from using Pol Haven's services? What Are you ready to run a business? wilowing them to send their pats? Prepare for this brain storm by taking to friends and relatives outside of class and What services will you provide? How do you know these are getting their opinions for each objection or question, give the right services? What will you need in order to deliver these Kelly and Noahideas about how to antiopete Those guies in services? the marketing materials. What objections should they refute Who is your customer base? Are there enough customers to and how? Wher objections might they concede and how? support your business What is the competition in your city? What will you offer to Building Credibility Through a Website make your business stand out? Noah and Kelly know that small businesses need to have a presence Have these kinds of pel daycare businesses been succesful in on the web to attract customers. However, they are not sure how best ocher owns? to use a website to increase their credibility with potential customers. How will you market your services to your customers? How will especially because they are to the business and do not have much you communicate and what will you communicate experience What kind of licensing and credentials do you need Question 3: Working by yourself or with a small group of classmates Do you have a location yet? What kind of space do you need? identity at two ways that Noah and Kelly can use their website What kinds of equipment do you need to increase their credibility as part of their persuasive egy What will the start-up costs be for leases, employees, licenses. advertising and equipment? Writing a Persuasive Sales Message What sine loan do you need! How will you repay this loan from As a nest step. Kelly and Noah compose two sales letters for Pet Haven cash flow One is targeted to pet own in the trea. The other is more personalized Why don't you get a job first and get some experience. You can targeted to pet owners Kelly and Noah know. open a business later. Question 4: Noah and Kelly have brainstormed some claims that Question 1: How can Kely and Noah prepare for a successfully they would like to include in the sales letters. Evaluate each cam persuasive conversation with their parents to determine if it can be supported or in represents a logical tal What questions require a logical argumen, og se lacy. If it can be supported, what kinds of evidence would be offer sons, and evidence? tive for each claim? Where can Kelly and Noahfind this evidence? b. How should Kelly and Nosh gather information to support these a. If you have a pet and work al day, you can either allow your arguments? pet to remain lonely or the advantage of high quality daycare services