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.(f) The sales assistant must hold on to the cash so it is always visible; there can then be no confusion over how much was tendered.(g) The signatures on the card and on the slip must be identical so if anyone is not the real owner of the card he or she cannot simply copy the card signature on to the slip.(h) The customer might change his or her mind for some reason.The CD might have been bought in error for someone else, or it was a duplicated present.(i) The customer will feel valued by the personal service, so is more likely to return to the store.This leads to higher sales and greater profits.QUESTION 4 (25 marks)(a)2 marks: Layoutlmemo: to, from, date, subject headingl4 marks: Style and tonelThe style should be concise but it should be fully clear.The contradiction over a headline should be handled sensitivelyl3 marks: MechanicsGrammarSpellingPunctuationDeduct ½ mark for each separate error.8 marks: ContentThe following points should be mentioned appropriately and correctly to gain the markslreference to layout - sample form attached (1)llgood publicity welcomed (1)llvetting by legal department to avoid problems (1)llnot all releases published - depends on what else is in news (1)llshould be sent to appropriate paper (1)llshould be clear and not too technical (1)llcan include good quality photographs (1)llheadline provided by paper (1)l(b)2 marks: Layoutclearly laid outitems appropriately located1 mark: Deduct ½ mark for any error in spelling or grammar in any subject heading5 marks: Contentthe following headings must be provided:date of document (1)publication date (1)heading (1)space for message (1)contact details (1)QUESTION 4 CONTINUEDA suitable answer would be as follows:(a)MEMORANDUMTo: All Heads of DepartmentFrom: A CandidateDate: 11 April 2005Press ReleasesAs you will be aware, Athena International is always delighted to receive good press publicity as this makes the public aware of the company and its products.We will always support staff who attempt to promote the company by issuing press releases to the local and national press and we would like to take this opportunity to offer advice on how to produce effective and successful press releases.It will be helpful if all departments use a standard layout and a press release form is attached, which can easily be completed.We do ask that all draft press releases are submitted to our Legal Department who will ensure that nothing in the release could cause any legal difficulties for the company.This department will endeavour to return the forms promptly but they should be sent to them a few days before they are due to be issued.A good press release is clear, concise, not too technical and written in an interesting style.Good quality photographs can accompany the release, which must be submitted to an appropriate paper (eg a story of purely local interest is not likely to appeal to the national press).You should give the press release a heading but do not spend too much time trying to invent a clever headline; the papers themselves prefer to do this.You should remember that not all press releases are published.This is often more of a reflection on the number of news stories available on a particular day, rather than the quality of the release.It is important that our company continues to maintain a good image so please continue to make use of press releases.(b)Company heading and logoDate:_________________________Publication Date:_______________HEADINGContact: name:telephone:
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