Sales Presentations Exercise (based on Chapter 11)
Evaluating the Logic, Credibility, and Emotional Appeals Made in Business-to-Business Selling
You should begin your final project in Module 7. This exercise is meant to explore and evaluate the content appeals made in business selling.
Procedures: Select three advertisements from business publications (Wall Street Journal, Business Week, or Fortune) that are aimed at business people. Such advertisements are useful because the appeals used in them are similar to the appeals made in face-to-face or group sales presentations. You should attempt to choose ads that employ a variety of appeals, for example credibility, logical, emotional appeals.
For each ad/appeal combination answer the following set of questions:
1. What kind of content appeals are made in the advertisement?
2. Is logical reasoning used and, if so, what kind?
3. Evaluate the strength of the inductive and deductive claims in the ad:
a. Does the ad make a credibility appeal?
b. Is this credibility appeal convincing, why or why not?
4. What, if any, emotional appeals are present in the advertisement?
a. Are these persuasive?
5. Does the ad do anything to reduce the three fears of buying mentioned in the textbook?
a. If the fears are not addressed, what would you include to reduce those fears?
For organizational purposes, please evaluate each ad in a separate section of your paper and label each question’s answers with sub-headings. Remember that your focus here should be on communication. In your answer, refer to concepts mentioned in Chapter 11 of the DiSanza textbook and consider the grading criteria below. Your analysis should include detailed descriptions of how the ad’s content addresses the questions. The body of analysis should be five to seven pages long and include multiple sources, beyond the text.
a. Length: This assignment should be 5 to 7 pages double spaced (not including cover page or reference page)
b. Citation and references: Your analysis must include multiple sources, beyond the text. Be sure also to link your responses to the course readings, particularly the course’s text. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember…quotations and paraphrasing from the text are the best means to demonstrate your critical consideration of this topic. Please cite all of your sources (including the textbook) using APA format.