Excellence in Business Communication Canadian 6th Edition Thill Test Bank All Chapters
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Excellence in Business Communication, Cdn., 6e (Thill)
Chapter 7 Crafting Messages for Electronic Media
4) When you want your message to stand out amidst the flood of electronic messages your
audience receives, you should ________
A) consider sending a printed message.
B) flag your email messages as "high priority" or "urgent."
C) send multiple copies of the same email message.
D) consider using instant messaging.
Answer: A
Type: MC Page Ref: 177
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6) UGC is simplified by the use of social network media. UGC stands for ________
A) Use Grammar Correctly.
B) User Generated Content.
C) Unique Graphic Content.
D) User Grown Communities.
Answer: B
Type: MC Page Ref: 184
11) To minimize the potential problems associated with email many companies have ________
A) abandoned the use of email altogether.
B) adopted formal email policies governing appropriate usage.
C) stopped monitoring the messages employees send and receive.
D) limited the number of messages employees can send each day.
Answer: B
Type: MC Page Ref: 186
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12) Email hygiene refers to ________
A) the absence of slang and informal language in email messages.
B) a nationwide movement to do away with information overload.
C) all the efforts companies make to keep email clean and safe.
D) the practice of using etiquette when composing email messages.
Answer: C
Type: MC Page Ref: 186
15) When exchanging multiple emails with someone on the same topic ________
A) use the same subject line to avoid confusion.
B) write a descriptive kind of subject line.
C) periodically modify the subject line.
D) change the topic whenever the date changes but not before.
Answer: C
Type: MC Page Ref: 187
17) To make an email more readable do all of the following EXCEPT ________
A) limit the subject line to one word.
B) make your message easy to follow.
C) personalize your message.
D) observe email etiquette.
Answer: A
Type: MC Page Ref: 188
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18) Which of the following is an example of an effective subject line for an email requesting
information about an upcoming staff meeting?
A) Information needed
B) Meeting attendance is compulsory
C) Please send staff meeting agenda
D) Do I need to attend?
Answer: C
Type: MC Page Ref: 188
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23) Many businesses now use ________ to keep project teams up to date, inform employees
about general business matters, and provide customer support.
A) social networking software
B) memos
C) blogs
D) all of the above
Answer: C
Type: MC Page Ref: 192
27) Many businesses are now using podcasts to replace or supplement ________
A) letters.
B) video messages.
C) conference calls.
D) email.
Answer: C
Type: MC Page Ref: 198
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28) One of the greatest drawbacks of using podcasts in business is the ________
A) costly, specialized equipment needed regardless of the production quality you want.
B) increased difficulty of editing your material.
C) challenge of scanning back and forth to find specific parts of the message.
D) all of the above.
Answer: C
Type: MC Page Ref: 199
34) When you need a permanent, unchangeable, or secure record, it is always best to use a secure
digital transmission rather than a printed letter or memo.
Answer: FALSE
Type: TF Page Ref: 177
35) A colourful and well-formatted digital message is always better than a printed document to
make a formal impression on such occasions as sending congratulations or condolences.
Answer: FALSE
Type: TF Page Ref: 177
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36) If you wish your communication to stand out from the flood of electronic messages a printed
document will often be more readily noticed.
Answer: TRUE
Type: TF Page Ref: 177
37) IM is a great way to have a written business conversation that mimics spoken conversation.
Answer: TRUE
Type: TF Page Ref: 177
38) Social media for comments and critiques is best used for storytelling.
Answer: FALSE
Type: TF Page Ref: 177-178
39) Orientations indicate where key points of information are located without giving the
audience the key points specifically.
Answer: TRUE
Type: TF Page Ref: 178
40) Summaries give the key points while skipping the details and are available at the beginning
of an article or webpage.
Answer: TRUE
Type: TF Page Ref: 178
41) Reference material, while important, is not considered to be one of the nine 'compositional
modes'.
Answer: FALSE
Type: TF Page Ref: 178
42) Storytelling, while important, is not a compositional mode because it is very informal.
Answer: FALSE
Type: TF Page Ref: 178
44) Status updates and announcements are frequently used in social media.
Answer: TRUE
Type: TF Page Ref: 179
45) Tutorials are part of the community nature of social media and share how-to advice and
information.
Answer: TRUE
Type: TF Page Ref: 179
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46) When writing content for social media remember that while it is effective as a form of
conversation, as a business communication tool it mostly is used for delivering a sales pitch or
strong promotional information.
Answer: FALSE
Type: TF Page Ref: 179
47) Effective social media has a feeling of conversation rather than a message from the corporate
"machine."
Answer: TRUE
Type: TF Page Ref: 179
48) Social networks are vital for gathering information about business environments.
Answer: TRUE
Type: TF Page Ref: 180
49) In order to ensure that you have more control over any conversation, it is best to always start
your own conversation 'threads' online rather than join in on a conversation that is already taking
place.
Answer: FALSE
Type: TF Page Ref: 183
50) There is no better place than a social media conversation thread to put out a strong 'sales'
message and most persuasive argument for the value of your product or service.
Answer: FALSE
Type: TF Page Ref: 183
51) Community Q&A sites are more trouble than they're worth because since anyone can answer
questions posted by other visitors the entire site can quickly spiral out of control.
Answer: FALSE
Type: TF Page Ref: 185
52) In an era of IM, Twitter, and social networks, email may appear to be old fashioned and out
of step with business communication practices.
Answer: TRUE
Type: TF Page Ref: 185
53) Because of the speed of IM it is often considered to be more urgent than many other forms of
communication.
Answer: TRUE
Type: TF Page Ref: 185
54) Many businesses are replacing email with instant messaging and other tools that provide
better support for instant communication.
Answer: TRUE
Type: TF Page Ref: 185
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55) Your email will be more effective if you send a complaint straight to the top person in your
company because it will cut down on forwarding and copying the message through the chain of
command.
Answer: FALSE
Type: TF Page Ref: 186
56) It is always most effective to send one email to a person with as many topics as you need to
discuss with them to reduce the clutter in their inbox and to maximize their time once you have
their attention.
Answer: FALSE
Type: TF Page Ref: 186
57) The biggest complaint about email is that there are just too many messages that are of little
or no value.
Answer: TRUE
Type: TF Page Ref: 186
58) Printed letters are the still the most common medium for formal internal business
communication.
Answer: FALSE
Type: TF Page Ref: 186
59) It is safe to assume that the usual standards and expectations of business communication do
not apply to email.
Answer: FALSE
Type: TF Page Ref: 186
60) In a court of law, email messages can have the same weight as more traditional printed
documents.
Answer: TRUE
Type: TF Page Ref: 186
61) Leaving the subject line out on important email messages will spark your audience's
curiosity and increase their desire to read your email.
Answer: FALSE
Type: TF Page Ref: 186
62) An effective email subject line is very short and describes only the general topic of the
message.
Answer: FALSE
Type: TF Page Ref: 186
63) Email should have lots of white space that makes it look easier to read so short paragraphs
and double spacing between the paragraphs is expected.
Answer: TRUE
Type: TF Page Ref: 187
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64) It is prudent to change the subject line of an email message that has been passed around
several times to reflect the change in the message content.
Answer: TRUE
Type: TF Page Ref: 187
65) If you and someone else are replying back and forth based on the same original email, you
should always use the exact same subject line with each new email response.
Answer: FALSE
Type: TF Page Ref: 187
66) It is important, in business emails, to adjust the level of formality to match the message and
the audience.
Answer: TRUE
Type: TF Page Ref: 188
67) To engage your audience's attention in your email, you should make it stand out by using
different font styles, different font colours, and different colours of background.
Answer: FALSE
Type: TF Page Ref: 188
68) Your email, once sent, exists somewhere forever so it is important to never include anything
in it that could embarrass you in the future.
Answer: TRUE
Type: TF Page Ref: 188
69) Just like in IM and micro-blogging, it is always appropriate to use abbreviations like IMHO
and LOL in effective business emails no matter who your audience is because it saves space and
makes the email shorter.
Answer: FALSE
Type: TF Page Ref: 188
71) In email "bcc" means "blind courtesy copy" and the great accessibility feature of this is that a
blind recipient who receives this special coded copy will automatically have the email read back
to them on their computers.
Answer: FALSE
Type: TF Page Ref: 188
72) Spelling, punctuation, and grammar do not matter in email; getting your message out quickly
should be your only concern.
Answer: FALSE
Type: TF Page Ref: 188
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73) Set the message priority to "urgent" for all the emails you send—it is the only way to make
sure everyone will read them.
Answer: FALSE
Type: TF Page Ref: 188
75) "Spim" is the term used to describe the IM version of email spam.
Answer: TRUE
Type: TF Page Ref: 190
76) Multiple conversations with IM can cause delays because messages could be sent to too
many people.
Answer: TRUE
Type: TF Page Ref: 191
77) One drawback of current blogging software is that it takes a great deal of time to post new
material.
Answer: FALSE
Type: TF Page Ref: 192
78) If you do not frequently have new information to post, a traditional website may be more
effective than a blog for your business.
Answer: TRUE
Type: TF Page Ref: 192
79) Blogs are useful in business for communicating during a company crisis.
Answer: TRUE
Type: TF Page Ref: 194
80) The subject lines of email messages are not as important as the introduction and can be left
blank for internal email messages.
Answer: FALSE
Type: TF Page Ref: 196
81) Tagging the contents of your blog makes it easy for audiences to read everything you've
written on a specific subject.
Answer: TRUE
Type: TF Page Ref: 197
82) One way to make your podcast more effective in business is to create a blog that contains
similar content.
Answer: TRUE
Type: TF Page Ref: 198
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83) Unlike other business presentations, podcasts require little planning and are most effective
when delivered impromptu.
Answer: FALSE
Type: TF Page Ref: 199
84) Blogs, podcasts, bookmarking and tagging sites, photo- and video-sharing sites, wikis, and
other electronic tools altogether should be considered ________.
Answer: social media
Type: SA Page Ref: 176
85) To capture your audience's attention, make sure your ________ is compelling and
informative.
Answer: subject line
Type: SA Page Ref: 186
86) Email ________ refers to all the efforts companies are making to keep email clean and
safe—from spam blocking and virus protection to content filtering.
Answer: hygiene
Type: SA Page Ref: 186
87) The ________ of an email is important because it helps readers decide whether to read the
message or delete it.
Answer: subject line
Type: SA Page Ref: 186
89) Benefits of ________ include its rapid response to urgent messages and its lower cost than
phone calls and email.
Answer: instant messaging
Type: SA Page Ref: 189
91) In most instances, don't use ________ at work for confidential messages, complex messages,
or personal messages.
Answer: instant messaging
Type: SA Page Ref: 191
92) Blogs have also become a popular medium for ________ support—enabling employees to
answer questions and offer tips and advice.
Answer: customer
Type: SA Page Ref: 193
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93) ________ refers to spreading the word about your company and its products in much the
same way that biological viruses are transmitted from person to person.
Answer: Viral marketing
Type: SA Page Ref: 194
95) ________ is a variation on blogging in which messages are restricted to specific character
counts.
Answer: Microblog
Type: SA Page Ref: 197
96) Microblog messages often involve short ________ or ________ that provide links to more
information.
Answer: summaries; teasers
Type: SA Page Ref: 197
97) On Twitter users have adopted the ________ to help readers track topics of interest.
Answer: hashtag
Type: SA Page Ref: 198
98) Twitter is a(n) ________ and is public for anyone to see and search.
Answer: publishing platform
Type: SA Page Ref: 198
99) You may be familiar with ________ as the online equivalent of recorded radio or video
broadcasts.
Answer: podcasts
Type: SA Page Ref: 201
100) Describe three situations in which you should use a printed message over electronic
alternatives.
Answer: Printed messages can be used when you want to make a formal impression such as
when sending out congratulations or condolences. Printed documentation is sometimes required
by law as in contracts or for government regulations. Printed messages can help your messages
stand out from the flood of electronic messages. Printed messages are considered permanent,
unchangeable, and secure records.
Type: ES Page Ref: 177-178
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101) The textbook presents nine different compositional modes for electronic media. Select five
of these modes and describe the mode in detail with examples where appropriate.
Answer: (students select from)
• Conversations.
• Comments and critiques.
• Orientations.
• Summaries.
• Reference material.
• Narratives.
• Teasers.
• Status updates and announcements.
• Tutorials.
Type: ES Page Ref: 177-179
102) Describe briefly how "summaries" are used as a compositional mode for electronic media.
Answer: A summary at the beginning of an article or webpage functions as a miniature version
of the document giving readers all the key points while skipping over details. Summaries can be
used to promote the benefits of the webpage content. In some instances, a summary is all a
reader needs. At the end of an article or webpage, summary functions as a review, reminding
readers of the key points they have just read.
Type: ES Page Ref: 178
103) Explain the following statement: "Social media have changed the relationship between the
sender & the receiver so the nature of the message needs to change as well."
Answer: Writing for social media requires a different approach than traditional media. It is a
conversation, not a lecture or a sales pitch. There is a feeling of conversation, or people talking
with one another instead of one person talking at everyone else.
• Write informally, not carelessly; don't get sloppy, proofread.
• Crease concise, specific and informative headlines.
• Get involved and stay involved.
• If you need to promote something do so indirectly.
• Be transparent and honest.
Think before you post. Because of careless messages, individuals and companies have been sued
for Twitter updates and Facebook posting. Vital company secrets may be leaked and business
and personal relationships strained.
Type: ES Page Ref: 179-180
104) Explain briefly what conversational marketing is and why it is important to businesses.
Answer: Traditional marketing and selling need to be adapted to the social networking
environment because customers and potential customers don't join a network merely to be
passive recipients of advertising. They want to participate, to connect with fellow enthusiasts, to
share knowledge about product, to communicate with the company and to influence the decisions
that affect products they value. The notion of interactive participation is the driving force behind
conversational marketing in which companies initiate and facilitate conversations in a networked
communities of interested parties.
Type: ES Page Ref: 181
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105) Define briefly the four business communication uses of social networks.
Answer:
1. Gathering market intelligence: Companies listen when consumers express themselves via
social media.
2. Recruiting new employees and finding business partners: companies look for experts on social
networks such a LinkedIn.
3. Sharing product information: goal is to develop profitable and sustainable relationship with
customers and attracting new customers through conversational marketing.
4. Fostering brand communities: groups of people united by their interest in and ownership or
use of a particular products.
Type: ES Page Ref: 181-182
106) The textbook presents 12 business challenges and social networking actions to meet each
challenge. Select six of these challenges and explain how and why businesses would use social
networking to meet this challenge.
Answer: (students select)
1. Supporting customers
2. Integrating new employees
3. Easing the transition after reorganizations and mergers
4. Overcoming structural barriers in communication channels
5. Assembling teams
6. Fostering the growth of communities
7. Solving problems
8. Preparing for major meetings and events
9. Accelerating the evolution of teams
10. Maintaining business relationships
11. Sharing and distributing information
12. Finding potential customers, business partners, and employees
Type: ES Page Ref: 181; Table 7-1
107) Explain the following strategy for business communication on social networks: "maintain
consistent personality."
Answer: Each social network is a unique environment with particular norms of communication.
LinkedIn has a more formal vibe than Facebook which is chattier. Use words and content that fit
the environment in order to relate to the users. While adapting to the expectations of each
network, be sure to maintain a consistent personality.
Type: ES Page Ref: 183
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109) Explain briefly why email is still an important tool for business communications.
Answer: Email is universal. Anybody with an email address can reach anybody else with an
email address, no matter which system the senders and receivers are on. One does not need to
join a special group or be friended by anyone in order to correspond. Email is still the best
medium for many private, short-to medium-length messages. They are easy to compose and easy
to read. Email allows senders to compose substantial message in private and on their own
schedule, at it allows recipients to read those message at their leisure.
Type: ES Page Ref: 185-186
110) Explain, with examples, why subject lines are important in emails.
Answer: Subject line is the most important part of an email message because it helps recipients
decide which messages to read and when to read them. Make your subject lines informative and
compelling. Use keywords, quotations, directions, or questions. Readers might want to know
why some news is good and some bad.
Examples: made up or from the text. "July sales results."
Type: ES Page Ref: 186-187
111) Explain why it is important to evaluate the need for sending email messages.
Answer: Business people complain of the amount of email and how unnecessary messages are.
This is sometimes the result of email senders "cc"-ing larger numbers of recipients than needed.
In addition, many companies have formal email policies that specify how email is to be used. In
addition, many employers monitor email. Even though it is easy to email anyone within your
company, it is important to respect the chain of command and follow the organizational
hierarchy.
Type: ES Page Ref: 188-189
112) Explain briefly what are the primary benefits and disadvantages of instant messaging in
business contexts.
Answer: The major benefits of IM systems include the capability to respond rapidly to urgent
messages, lower cost than both phone calls and email, the ability to mimic conversation more
closely than email, and availability on a wide range of devices from PCs to phones to PDAs. The
most notable disadvantages are the lack of privacy, the inability to ensure that correspondents are
truly who they say they are, the inability to log messages for later review and archiving, and
incompatibility between competing IM systems.
Type: ES Page Ref: 190
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114) Explain how to apply the three-step writing process to instant messages.
Answer: Although instant messages are often conceived, written, and sent within a matter of
seconds, the principles of the three-step process still apply.
• In planning instant messages, view every IM exchange as a conversation and take a moment to
plan the overall exchange. If you are requesting something, think of the most effective way to
ask. If someone is asking you for something, think about his or her needs and your ability to
meet these needs before you respond. Try to deliver information in a complete way that
minimizes the number of individual messages required.
• In writing instant messages, as with email, the appropriate writing style of business IM is more
formal than with personal IM or text messaging. You should generally avoid IM acronyms
except when communicating with close colleagues.
• In completing instant messages, be sure to revise and proofread before hitting "enter" or "send."
Type: ES Page Ref: 190-191
115) Give five tips for making IM more efficient and effective.
Answer: (any five of)
• Make yourself unavailable at times when you need to focus on other work.
• Don't send confidential information unless you are on a secure system.
• Be careful about sending personal messages.
• Don't use IM for important but impromptu meetings.
• Don't use IM for lengthy, complex messages; email is better.
• Try to avoid carrying on multiple IM conversations at once.
Type: ES Page Ref: 191
116) The textbook describes 13 different business applications of blogging. Please select six of
these and describe in detail why and how companies would use this application.
Answer: (students select)
1. Anchoring the social media presence.
2. Project management and team communication.
3. Internal company news.
4. Customer support.
5. Public relations and media relations.
6. Recruiting.
7. Policy and issue discussions.
8. Crisis communication.
9. Market research.
10. Brainstorming.
11. Word-of-mouth marketing.
12. Influencing traditional media news coverage.
13. Community building.
Type: ES Page Ref: 192-195
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117) Explain briefly how and why businesses are using blogging for market research.
Answer: Blogs can be used for soliciting feedback from customers and experts in the
marketplace. Every company needs to monitor blogs that are likely to discuss its operations,
executives, and products. Negative product reviews, rumours, and other information can spread
in a matter of hours. On the other hand businesses can use blogs to monitor what is said about
their products as well as introduce new products and specials to interested customers.
Type: ES Page Ref: 194
118) Describe three instances where podcasts could replace more traditional message formats in
business.
Answer: (Answers may vary.) Training courses can utilize podcasting. Marketing departments
can replace expensive printed brochures with video podcasts that demonstrate new products in
action. Sales representatives who travel can listen to audio podcasts or view video podcasts to get
the latest information about companies and their products. Human resource departments can use
podcasts to offer video tours of their companies to entice new recruits.
Type: ES Page Ref: 199
119) List eight electronic media available for short messages for business use.
Answer: Social networking, community participation sites, email, instant messaging, text
messaging, blogging, microblogging, podcasting, and online video.
Type: ES Page Ref: 200
120) Explain briefly how to adapt the three-step writing process to podcasting.
Answer: 1. Plan the podcast by analyzing the situation, gathering the necessary information and
organizing it. Determine the frequency of distribution and the topics to be addressed over time.
2. Prepare the podcast by thinking about the language and images of the content; and guiding
devices such as previews, transitions, and reviews. Prepare a speaking outline, rather than a
script to the podcast sounds conversational.
3. Review the outline carefully because editing podcasts is more difficult than editing video casts
of written text.
Type: ES Page Ref: 201
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Another random document with
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went, she should win affection. The one exception among all
whom she knew—the one rift in her environment of
adulation and love—was Sybella. Evelyn's wand had no
power over Sybella; and Sybella was a perpetual irritation
to Evelyn.
The next step was a warm liking on her part for Mr.
Trevelyan, and a girlish readiness to submit herself to his
teaching. How much of this preference sprang from a spirit
of opposition, it would be hard to say. No doubt it was real
of its kind.
"Yes."
"It was not necessary—so soon. Only last week, and again
yesterday! I thought had made this clear to you, but I seem
to have failed. I must speak more plainly. I do not wish to
complain, but, once for all, pray remember that I object to
any intimacy in that direction. I have said this before, and it
seems to have had no effect. You must please to recollect.
An occasional call is all very well, but not oftener than is
necessary."
"Why not?"
"I don't think one ought to keep aloof from one's Rector. I
don't think it is right."
SEVERELY SMITTEN.
"Then you must not play in the sun. Walk in the shade; and
mind you don't run fast so as to get too hot."
There was natural force of will in the boy, though his fond
parents had done their best in the past to weaken it;
though his doting aunt was now doing her best to carry on
the process.
"O yes; I know. Jean told me. She said Cousin Jem was a
sort of a cousin. And she likes him—you, I mean—ever so
much. Next after Oswald, you know. And I think I shall like
you next after Jean. And Evie said you were coming to stay
with General Villiers. But—" with an elderly air—"I didn't
know it was you, of course, at first: because Evie called you
a boy."
"How long?"
"Well, you must wait ten or twelve years at the very least.
Perhaps more. Never do to speak sooner."
"Hallo! There she is! Wait and see if she knows me. We've
not met for two years."
Jem pulled her down on the grass beside him, and kissed
her cheek.
"How d'you do, little one? Can't get up, for I'm acting
bolster. Here's somebody in mortal dread of a scolding from
you. Tried to get over the stones, and turned giddy."
"I won't, really and truly, Jean," pleaded Cyril. "I did try so
hard."
Jem's hand went with a tender motion over the curly hair.
Jean saw and understood, the soft side of her nature
springing in response.
She was tall for her age, slight and willow-like in figure.
Brown hair clustered thickly about the brow; and dark
curled lashes fringed the violet eyes. Other features, if not
classically beautiful, were delicate, unobtrusive, and set off
by a rare complexion of ivory and pale rose. One ungloved
hand held a garden hat, the other guarded a crape-trimmed
skirt.
In leisurely style she drew near; not troubling herself to put
on the hat; not in the least embarrassed by Jem's
bewildered gaze. Evelyn saw it, of course; but admiration
was an everyday thing in her life. It came and was
accepted, much in the same fashion that sunshine comes
and is accepted.
"Who?"
Jem stood motionless, cap off, till Evelyn quitted the last
stone. Then he went forward, and offered his help for the
ascent of the bank.
"And I'll be a man some day," cried the little baronet. "You'll
see, Evie. I'll take care of Jean when I'm a man."
Evelyn did not blush. She said, "No?" and looked straight at
Jem with a soft laugh, which put him at his ease, but
tightened the strings of fascination.
The girl's eyes drooped. "He is—I don't know anyone like
him!"
"Ah!"—with a smile.
"Then you really will make use of us! I'll walk behind, if you
would rather."
CHAPTER V.