1. BUSINESS AND ADMINISTRATIVE COMMUNICATION STUDY QUESTIONS UNIT 6 a) a good product 1) What are the three components of good direct mail? b) a good mailing list c) a good appeal

2. 2) What is a COLD list? A list of people with no connection to your group 3) How much is the response rate of a Cold list? 2 % 4) Do phone calls increase response rate? If yes how much? Yes they do 2% t t t to 1 1 1 14%

3. 5) What is another word for JUNK MAIL? SPAM 6) What are the three steps in Direct Mailing? UUUUnderstand your product, service or organization IIIIdentify and analyze your target audience CCCChoose a central selling point

4. 7) When you write a sales raising letter, which questions must you ask yourself?  What needs does this product meet?  What are the product’s objective features? Size, Color etc.  How much does it cost?  How is it different from competing products?  How easy is it to use, install, maintain? 8) Who is your target audience? All the people who are likely to be interested in your product

5. 10) What are the three parts of a letter?  Opener  Body  Close 9) What is a SELLING POINT? A selling point is A READER BENEFIT which could motivate your reader to act. A selling point is A READER BENEFIT which could motivate your reader to act. 11) How much time does the opener of your letter give you to motivate the reader? 30 to 60 seconds

6. 12) What are the four basic modes of a good opener? 13) What kind of letters are good for new customers? Long letters are  questions  narration, stories, anecdotes  startling statements  quotations

7. 14) Who are short letters good for? They are good for old customers. 15) What must we do in the Action Close part of the letter? TTTTell the reader what to do MMMMake the action sound easy OOOOffer a reason for acting promptly EEEEnd with a positive picture