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Our company builds rental housing. Today, we are trying to decide whether to build

new rental housing in Alabama or California. To decide where to build and to ensure
adequate comparison, we gathered rental vacancy rates from four locations:

Alabama, California, New Jersey and D.C. According to the U.S. Census Bureau,

Alabama has a rental vacancy rate of 11.8; California has a rental vacancy rate of 3.7;
New Jersey has a rental vacancy rate of 4.5; and D.C. is at 5.9. We believe that the

smallest rental vacancy rate implies a shortage of housing because it means that

there are proportionately fewer houses on the market for the same amount of
people. Upon comparing the rental vacancy rates, we can see that California is not

only lower than Alabama, but it has the lowest rental vacancy rate of all four

locations. Consequently, building in California, as opposed to Alabama, seems like a
more lucrative endeavor.

Now, compare this to the first passage. How are the two different? Which one is
easier to understand and why?

Presentation of Inartistic Information

As we noted in the previous section, we need to make sure that our statistical

information is easy to understand. The inartistic information forms the basis for our
artistic information. If people are going to understand our position, then they will

need to be able to understand the inartistic information supporting our position.

The first thing we can do is ensure that any data or figures we offer are specific and

relevant. Next, we can try to present the information in an engaging and clear

manner. Utilizing any of the following can help us do this:
Multimedia

Charts, graphs, and diagrams

Outlines

TX Marketing II: Negotiation Techniques 33