My animals respond more to my vocal tone than to a specific word. For example, if I want my dogs to become interested in something I am doing I talk in a higher pitch than normal, and their tails get to wagging and their noses and eyes become alert. If I am displeased with a behavior I respond with a level but firm no, and then I redirect their behavior. Sometimes it is appropriate to ignore a behavior until it ceases. For example, I adopted an older rescue dog that was in the habit of whining while we were eating, and in this case she was completely ignored. When she became quiet for a sufficient period of time, then I rewarded her with a treat.
I think that the answer you are looking for depends on two things, what is the behavior that you are after, and what type of personality does you dog have. When you take into account both things, then you will find your own way of working together.
Good luck!