Question 1

Briefly explain the difference between selling points and benefits, and then give an example of each.

Accepted Answer

Selling points are the most attractive f

Question 2

Using simple language in persuasive messages usually increases your credibility with a skeptical audience.

Accepted Answer

A) True 
 B)False

Question 3

In a ________, your goal may be nothing more than convincing your audience to re-examine long-help opinions or admit the possibility of new ways of thinking.

Accepted Answer

A) persuasive retrenchment 
B) persuasive presentation of ideas 
C) persuasive request for action 
D) persuasive claim or request for adjustment 
A) persuasive retrenchment 
B) persuasive presentation of ideas 
C) persuasive request for action 
D) persuasive claim or request for adjustment

Question 4

Regardless of the audience's specific needs, if your product is good and your message is clear, you will likely persuade them to make a purchase.

Accepted Answer

A) True 
 B)False

Question 5

Circular reasoning is a logical fallacy that involves

Accepted Answer

A) reducing a wide range of choices to a simple "either/or" scenario. 
B) using irrelevant evidence to support your argument. 
C) trying to support a claim by restating it in different words. 
D) attacking an opponent's character, rather than countering his or her argument. 
A) reducing a wide range of choices to a simple "either/or" scenario. 
B) using irrelevant evidence to support your argument. 
C) trying to support a claim by restating it in different words. 
D) attacking an opponent's character, rather than countering his or her argument.

Question 6

Which of the following uses a deductive approach to persuasion?

Accepted Answer

A) Because the stock market has been falling lately, share prices of our company stock will probably also decline. 
B) Because the stock price of our company fell, the entire market will probably also decline. 
C) Our stock price is like a marathon runner, slowly making progress towards our goal. 
D) None of the above. 
A) Because the stock market has been falling lately, share prices of our company stock will probably also decline. 
B) Because the stock price of our company fell, the entire market will probably also decline. 
C) Our stock price is like a marathon runner, slowly making progress towards our goal. 
D) None of the above.

Question 7

Marketers use ________ to track the online behavior of website visitors and serve up ads based on what their interests appear to be.

Accepted Answer

A) cyber stalking 
B) crowdsouring 
C) social convergence 
D) behavioral targeting 
A) cyber stalking 
B) crowdsouring 
C) social convergence 
D) behavioral targeting

Question 8

The key to a successful action phase in the AIDA model is

Accepted Answer

A) getting readers to change their minds. 
B) increasing the audience's awareness of your product or service. 
C) making the action you propose simple and easy. 
D) creating a win-lose situation, with you as the winner. 
A) getting readers to change their minds. 
B) increasing the audience's awareness of your product or service. 
C) making the action you propose simple and easy. 
D) creating a win-lose situation, with you as the winner.

Question 9

Most persuasive messages take the direct approach.

Accepted Answer

A) True 
 B)False

Question 10

If you anticipate objections to your persuasive message, it is best not to bring them up.

Accepted Answer

A) True 
 B)False

Question 11

What are three methods of reasoning you can use when making a logical appeal?

Accepted Answer

Logical appeals can

Question 12

Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.

Accepted Answer

A) social graphics; intuitional data 
B) demographics; psychographics 
C) crowdsourcing; regionalism 
D) psychometrics; cryptography 
A) social graphics; intuitional data 
B) demographics; psychographics 
C) crowdsourcing; regionalism 
D) psychometrics; cryptography

Question 13

An ethical persuasive argument

Accepted Answer

A) is a contradiction in terms. 
B) focuses on how the audience's actions will benefit the sender. 
C) includes any evidence the sender can come up with, whether or not it's relevant. 
D) focuses on being both truthful and nondeceptive. 
A) is a contradiction in terms. 
B) focuses on how the audience's actions will benefit the sender. 
C) includes any evidence the sender can come up with, whether or not it's relevant. 
D) focuses on being both truthful and nondeceptive.

Question 14

When using the AIDA approach to persuasion, which of the following would be the best opening to your message?

Accepted Answer

A) How are you today? 
B) I know you've heard this all before, but ... 
C) Are you spending way too much on prescription drugs? 
D) This is an important message. 
A) How are you today? 
B) I know you've heard this all before, but ... 
C) Are you spending way too much on prescription drugs? 
D) This is an important message.

Question 15

As a human need that affects motivation, self-actualization involves the need to

Accepted Answer

A) cultivate lifelong involvement. 
B) feel a sense of accomplishment. 
C) reach one's full potential as a human being. 
D) control situations or exert authority over others. 
A) cultivate lifelong involvement. 
B) feel a sense of accomplishment. 
C) reach one's full potential as a human being. 
D) control situations or exert authority over others.

Question 16

A marketing or sales message begins with an effort to gain the audience's ________.

Accepted Answer

attention
Explanation:A market

Question 17

When preparing a persuasive request for action, it is vital to

Accepted Answer

A) show that you understand and respect the audience's concerns. 
B) emphasize how you will benefit if the request is fulfilled. 
C) emphasize the negative consequences of not complying with the request. 
D) make yourself look good in the reader's eyes. 
A) show that you understand and respect the audience's concerns. 
B) emphasize how you will benefit if the request is fulfilled. 
C) emphasize the negative consequences of not complying with the request. 
D) make yourself look good in the reader's eyes.

Question 18

In the attention phase of a persuasive message, your goal is to make the audience want to hear about your idea.

Accepted Answer

A) True 
 B)False

Question 19

Successful professionals understand that persuasion is the attempt to get your audience to make the choices you want them to make-even if those choices are not in their best interest.

Accepted Answer

A) True 
 B)False

Question 20

A ________ helps a potential buyer move through the purchasing process without having to make an immediate decision; a ________ encourages a potential buyer to make a purchase decision immediately.

Accepted Answer

A) marketing message; product push 
B) measured response; content quotient 
C) persuasive appeal; purchase message 
D) marketing message; sales message 
A) marketing message; product push 
B) measured response; content quotient 
C) persuasive appeal; purchase message 
D) marketing message; sales message

Exam 12: Writing Persuasive Messages

Briefly explain the difference between selling points and benefits, and then give an example of each.

Using simple language in persuasive messages usually increases your credibility with a skeptical audience.

In a ________, your goal may be nothing more than convincing your audience to re-examine long-help opinions or admit the possibility of new ways of thinking.

Regardless of the audience's specific needs, if your product is good and your message is clear, you will likely persuade them to make a purchase.

Circular reasoning is a logical fallacy that involves

Which of the following uses a deductive approach to persuasion?

Marketers use ________ to track the online behavior of website visitors and serve up ads based on what their interests appear to be.

The key to a successful action phase in the AIDA model is

Most persuasive messages take the direct approach.

If you anticipate objections to your persuasive message, it is best not to bring them up.

What are three methods of reasoning you can use when making a logical appeal?

Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.

An ethical persuasive argument

When using the AIDA approach to persuasion, which of the following would be the best opening to your message?

As a human need that affects motivation, self-actualization involves the need to

A marketing or sales message begins with an effort to gain the audience's ________.

When preparing a persuasive request for action, it is vital to

In the attention phase of a persuasive message, your goal is to make the audience want to hear about your idea.

Successful professionals understand that persuasion is the attempt to get your audience to make the choices you want them to make-even if those choices are not in their best interest.

A ________ helps a potential buyer move through the purchasing process without having to make an immediate decision; a ________ encourages a potential buyer to make a purchase decision immediately.

Achieving Success Through Effective Business Communication

Mastering Team Skills and Interpersonal Communication

Communicating in a World of Diversity

Planning Business Messages

Writing Business Messages

Completing Business Messages

Electronic Media

Social Media

Visual Media

Writing Routine and Positive Messages

Writing Negative Messages

Finding, Evaluating, and Processing Information

Planning Reports and Proposals

Writing and Completing Reports and Proposals

Developing Oral and Online Presentations

Enhancing Presentations with Slides and Other Visuals

Building Careers and Writing Résumés

Applying and Interviewing for Employment

Handbook of Grammar, Mechanics, and Usage

Format and Layout of Business Documents

Documentation of Report Sources

Filters

Marketers use quantifiable characteristics known as and psychological characteristics known as to help them understand the needs of an audience.

A helps a potential buyer move through the purchasing process without having to make an immediate decision; a encourages a potential buyer to make a purchase decision immediately.