Deck 10: Persuasive and Sales Messages

Question 1

Would you like to reduce your daily commute time? is an effective statement for the opening paragraph of a sales message.

Answer 1

True

Question 2

The first step in planning a persuasive message is determining the purpose.

Answer 2

True

Question 3

In the digital age,businesses have moved toward stricter corporate hierarchies and clearer lines of authority.

Answer 3

False

Question 4

An advantage of attempting to persuade through writing (vs.face to face)is that you can think through your purpose and prepare a more thoughtful and controlled message.

Question 5

To receive complimentary breakfast each morning of your stay,please complete your booking by April 30 effectively motivates action in the closing of a sales letter.

Question 6

In a sales letter promoting its new hybrid vehicle,a car company included this sentence: Our new hybrid model will save you hundreds of dollars annually on gasoline expenses.The company is focusing on indirect benefits of purchasing this vehicle.

Question 7

If you expect resistance or need to educate the reader,use the direct approach for your persuasive message.

Question 8

In a practical sense,effective persuasion shows how you can help solve a problem or make life easier for your audience.

Question 9

Amanda is writing a claim letter about unsatisfactory service she received at a recent business dinner.She should enclose a copy of her restaurant receipt.

Question 10

Paul wants to convince the members of his staff to begin exercising more.He should use an indirect organizational pattern to persuade the staff.

Question 11

The direct pattern is best when a past claim has been refused or ignored or if you anticipate reluctance to your claim.

Question 12

A claim message should close with a clear statement of what you want done (a refund,replacement,or credit to your account,for example).

Question 13

When using the indirect (AIDA)strategy to write a persuasive message,begin the message by overcoming any resistance your reader might have.

Question 14

A manager who persuades employees to accept pay cuts because of low profits but fails to reveal executive bonuses is demonstrating ethical behavior.

Question 15

Direct-mail (vs.e-mail)sales messages are shown to have higher customer response rates.

Question 16

Managers trying to persuade employees should use words such as should and must to make their messages more powerful.

Question 17

AIDA applies to persuasive messages that are written using a direct organizational strategy.

Question 18

When writing a persuasive message,it is important to expect resistance from your audience.

Question 19

Persuasive techniques in the digital age involve the use of flattery,empathy,nonverbal cues,and likability appeals.

Question 20

To overcome resistance most effectively,a message should directly address every possible objection your reader might have.

Question 21

Which of the following is not an effective persuasion technique?

A)Incite fear.
B)Establish credibility.
C)Recognize the power of loss.
D)Make a reasonable,specific request.

Question 22

E-mail marketing is less expensive than direct-mail marketing.

Question 23

An effective press releaseaims to appeal to a wide audience rather than focusing on a targeted audience.
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Question 24

A P.S.(postscript)is an effective location for your strongest motivator in a sales message.

Question 25

Colton has analyzed his purpose and his audience and has considered how he will adapt his message to meet his audience's needs.What should he do next according to the 3-x-3 writing process?

A)Collect data and organize it.
B)Start writing his final draft.
C)Edit what he's done so far.
D)Call audience members to confirm his approach.

Question 26

Businesses should send e-mail marketing messages only to recipients who have given permission.

Question 27

AIDA,the indirect strategy for persuasive messages,seeks to gain the attention,interest,________,and action of the audience.

A)direction
B)desire
C)deduction
D)discernment

Question 28

A "limited-time offer" is an example of which psychological trigger that influences people to act or believe?

A)Commitment
B)Social proof
C)Scarcity
D)Authority

Question 29

Showing customers how your product or service solves a problem,achieves a personal or work objective,or makes life easier is accomplished by ________.

A)adapting the message to the audience.
B)organizing your message.
C)collecting information for your message.
D)analyzing the purpose of the message.

Question 30

In identifying a "best-selling" item,advertisers are hoping to appeal to which psychological trigger?

A)Reciprocation
B)Social proof
C)Authority
D)Commitment

Question 31

A successful persuasive message typically takes more space than a direct message because proving a case requires evidence.

Question 32

Rational appeals are generally appropriate when a product is expensive or important to health,security,or financial success.

Question 33

Which of the following defines persuasion?

A)Persuasion is a symbolic process.
B)Persuasion involves an attempt to influence.
C)Persuasion involves transmitting a message.
D)All of these are part of the definition of persuasion.

Question 34

An effective opener for a press release might be WB Lending Corporation supports the community by sponsoring Dunwoody Elementary School's Read-to-Learn Program.

Question 35

Candace is writing a proposal for her board of directors to request that her company implement a wellness program.The first thing she should do is to ________.

A)decide on the purpose of her proposal.
B)prepare an outline.
C)compose a rough draft of the proposal.
D)gather information to include in the proposal.

Question 36

Which of the following is true about persuasion in the digital age?

A)The volume and reach of persuasive messages have become limited.
B)Persuasion is less complex and personal. 
C)Persuaders play on emotions by using flattery,empathy,nonverbal cues,and likability appeals.
D)Only organizations with dedicated sales teams are in the persuasion business. 

Question 37

An effective way of dealing with price is to delay mentioning it until after you've created a desire for the product or service.

Question 38

Dillon wants to adapt his sales message to his target audience.What question is his audience likely to ask while reading his message?

A)Why should I?
B)What's in it for me?
C)Who cares?
D)Dillon's target audience will likely ask all of these questions.

Question 39

You can reduce your gasoline expenses by installing our fuel-efficient tires on your vehicleis an example of an emotional appeal.

Question 40

Social media are well suited for overt selling.

Question 41

Which of the following is the most accurate statement about the AIDA strategy?

A)The AIDA strategy consists of four separate steps that must be carried out separately.
B)The steps in the AIDA strategy must always be carried out in order.
C)Counterarguments should never be presented in a persuasive message because doing so will remind the reader of other options.
D)Use facts,figures,expert opinions,examples,specific details,and direct and indirect benefits to build interest.

Question 42

Effective persuaders may choose from different organizational strategies to get the results they want.Which of the following is the most accurate statement about organizational patterns?

A)When writing a persuasive message,always use the indirect organizational strategy.
B)If you are asking for something that you know will be approved,use the indirect organizational strategy.
C)When you expect resistance or when you need to educate the receiver,use the indirect organizational pattern.
D)The organizational strategy used is unimportant in persuasive messages.

Question 43

Which of the following sequences works best for most persuasive messages?

A)Motivate action,gain attention,build interest,request order
B)Gain attention,build interest,elicit desire and reduce resistance,motivate action
C)Build interest,gain attention,motivate action,elicit desire and reduce resistance
D)Gain attention,build interest,motivate action,request order

Question 44

Which of the following statements about building interest in persuasive messages is most accurate?

A)After capturing attention,a persuasive request must retain that attention and convince the audience that the request is reasonable.
B)In a persuasive message,the section that builds interest should be no longer than one paragraph.
C)Persuasive requests are likely to be shorter than direct requests.
D)All of these statements are accurate.

Question 45

Corinne is writing a persuasive message to her staff and includes the opening sentence Your hard work in planning last month's trade show made it the most successful we have ever had.She is gaining her reader's attention by using what type of opening statement?

A)A description of the problem
B)A compliment
C)A reader benefit
D)A stimulating question

Question 46

The best persuasive requests ________ .

A)offer a product more cheaply than all other competitors
B)anticipate audience resistance
C)focus solely on direct benefits
D)are spoken rather than written

Question 47

Which of the following is an effective way for persuasive writers and speakers to establish credibility with an audience?

A)Establish their expertise.
B)Offer counterarguments.
C)Request a response from the receiver.
D)Suggest new ideas,directives,or recommendations for change that will be of interest to the audience.

Question 48

In a letter advertising its recycling services,The Greenfield Recycling Company stresses that customers will feel the satisfaction of knowing that they have helped to preserve the environment.This persuasive technique relies on ________.

A)direct benefits to the reader
B)expert opinion
C)facts and statistics
D)indirect benefits to the reader

Question 49

Many individuals and companies are willing to grant requests for time,money,information,cooperation,and special privileges for which of the following reasons?

A)They see goodwill potential for themselves.
B)They feel obligated to "give back."
C)They see how others will benefit.
D)All of these reasons apply.

Question 50

On a website advertising its LSAT preparation classes,The Princeton Review includes this sentence: Since 1998,more than 99% of our surveyed students have said they would recommend Law Preview to entering law students.This persuasive technique relies on ________.

A)indirect benefits to the reader
B)expert opinion
C)facts and statistics
D)problem description

Question 51

Nicole wants to ask her boss if she can telecommute two days a week,but she's afraid her boss will oppose her request.What should she do first in her written request?

A)Reduce resistance
B)Gain attention
C)Motivate action
D)Build interest

Question 52

In which of the following situations is the writer being unethical?

A)Phillip convinces his employees that they will need to take a 3 percent pay cut but truthfully promises them that it will only be temporary.
B)Taylor writes an e-mail message focusing on a small perk offered in the new health coverage,but she deliberately de-emphasizes a reduction in total coverage.
C)Shane interviews four people but cites only the three who have the necessary qualifications in her recommendation report.
D)Instead of writing a standard e-mail message,a CEO releases a video that explains major changes in the company.

Question 53

Which of the following situations requires use of the AIDA (indirect)strategy?

A)An invitation to a local politician to speak at your professional organization's awards banquet
B)An e-mail message asking for information about membership in a professional organization
C)A letter requesting a copy of your credit report
D)All of these choices should use an indirect strategy.

Question 54

To start your home water delivery service immediately,call us at 1-800-555-1111 is an example of ________.

A)reducing resistance
B)motivating action
C)gaining attention
D)building interest

Question 55

The statement A Kodak all-in-one printer may cost a little more,but you'll pay far less for replacement ink than you will with other printers ________.

A)builds interest in a product
B)gains attention by describing a problem
C)reduces resistance
D)motivates action

Question 56

Which of the following sentences best motivates action in a persuasive message?

A)We know that you'll want your employees to complete our ethics training program,so we'll drop by tomorrow to finalize the contract.
B)If you think that our ethics training program might benefit your employees,we hope you'll consider hiring us.
C)The ethics training we provide will help your employees effectively resolve workplace-related ethical dilemmas.Please call me by August 1 so that your training sessions can begin by August 15.
D)All choices would effectively motivate action.

Question 57

Sheila is writing a persuasive message to potential customers and opens with this sentence You can reduce your monthly energy bill by 30 percent or more.She is gaining the reader's attention by using what type of opening statement?

A)A description of the problem
B)A compliment
C)A reader benefit
D)A stimulating question

Question 58

The statement Did you know you can select five family members to enjoy free access to our newspaper with your online subscription? ________.

A)builds interest with an expert opinion
B)motivates action
C)gains attention by asking a question that focuses on reader benefits
D)presents an indirect benefit

Question 59

Which of the following actions is unethical?

A)Exaggerating a point
B)Omitting something crucial
C)Providing deceptive emphasis
D)All of these actions are unethical.

Question 60

A strong motivator that encourages ethical behavior in business is the desire to ________.

A)convince someone to change a belief or to perform an action
B)make more money
C)maintain one's reputation and credibility
D)prompt expensive litigation

Question 61

When submitting a recommendation to your boss,you should ________.

A)back up your suggestions with facts and evidence
B)emphasize how your idea saves money or benefits the business
C)state your suggestions confidently and fairly
D)do all of these.

Question 62

Which of the following would be an effective persuasive technique for a manager attempting to persuade her employees to take part in a wellness program?

A)Reminding employees that they may be passed up for promotions if they don't participate
B)Making employees feel guilty for not using the benefit
C)Using warm words and a conversational tone
D)All of these can be effective persuasive techniques.

Question 63

Adam is writing a proposal to the board of directors about an idea he has for a new product line.What should he do to best persuade the members to adopt his idea?

A)Avoid using facts and figures as it may bore or confuse his readers.
B)Show how his proposal will increase company revenues.
C)Avoid mentioning any risks involved because doing so might scare the audience.
D)Adam should do all of these.

Question 64

Which of the following statements would be the best closing for a persuasive claim or complaint letter?

A)If my claim is not granted,I will leave negative reviews on every social media site that I can find.
B)Please credit my account for $256 by August 31,which is when my next billing cycle begins.
C)My attorney is eagerly waiting to see whether my claim is granted.
D)Please get back to me at your earliest convenience.

Question 65

Which of the following statements about direct mail marketing is most accurate?

A)With the increasing popularity of e-marketing,direct mail marketing has become obsolete.
B)Sales letters are usually part of multichannel marketing campaigns.
C)In terms of response rates,e-mail marketing is more effective than direct-mail letters.
D)Virtual mail appears to have a greater emotional impact than tangible mail.

Question 66

Which of the following will most likely require persuasion within an organization?

A)A supervisor tells her staff that they must work overtime to complete a project by the deadline.
B)A team leader tells other team members how to upload information to the company website.
C)An employee proposes a tuition reimbursement program to the company's board of directors.
D)The CEO invites all employees to a holiday party.

Question 67

In persuading a busy executive to visit a college class,which of the following illustrates a direct benefit to the reader?

A)You will be helping students learn about the finance field.
B)You will receive a $500 honorarium.
C)We would appreciate your giving up your time,and we are grateful for your efforts.
D)You would earn the respect of all your colleagues.

Question 68

Heather wants to convince her supervisor to invest in new smartphones for the sales staff.What is the best thing Heather can do in her proposal?

A)Tell her supervisor that the cost of the new smartphones is a good deal.
B)Tell her supervisor how happy she and the others on the sales staff would be with new smartphones.
C)Show how the smartphones will improve the ability of sales staff to stay in touch with clients,resulting in greater productivity and higher sales.
D)Outline some of the features of the new smartphones.

Question 69

Which message would be most effective when organized indirectly?

A)An e-mail message informing employees about a change in summer work hours
B)An announcement about management training seminars being offered to employees
C)An e-mail message asking employees to donate to a local charity through payroll deductions
D)An e-mail message telling employees that carpools are being organized

Question 70

Which of the following situations would require ​indirect​ organization of aclaim or complaint letter?

A)Melanie noticed that the charger cord for her Samsung Galaxy smartphone that she purchased last month is starting to split.
B)Gus ordered business cards that were printed on the wrong color of cardstock.
C)Chelsea's transmission failed two months after her car warranty expired.
D)Mike's December credit card statement contains a $65 charge that he didn't make.

Question 71

Which of the following would be the best way to begin a persuasive claim or complaint letter?

A)Open with an objective statement of the problem.
B)Open with a detailed chronology of what happened.
C)Open with a statement that clearly shows your frustration with the situation.
D)All of these choices would be effective ways to begin a persuasive claim letter.

Question 72

Which of the following messages moving downward from superiors to subordinates will most likely require persuasion?

A)Telling employees that they must follow a new procedure for submitting expense claims
B)Telling employees to change their passwords every six weeks
C)Telling employees that they must learn how to operate the new copy machine
D)Requesting that employees participate in a charity 5K run that takes place outside of work hours

Question 73

Which of the following statements about complaint messages is mostaccurate?

A)Complaint messages should not include attachments;the body of your message alone must make your case effectively.
B)An effective complaint message makes a reasonable and valid request and presents a logical case with clear facts.
C)Anger and emotion are effective persuaders in complaint messages.
D)Complaint messages should open by stating exactly what you want done. 

Question 74

Which is the mostaccurate statement about today's digital-age corporations?

A)The lines of authority are blurry in today's information-age workplaces,and the roles of executives are changing.
B)Today's rank-and-file employees rely on their managers to be information providers.
C)The direct pattern of persuasion should always be used when communicating with your immediate supervisor.
D)Today's executives will likely rely on the power of position when issuing commands to subordinates.

Question 75

In persuading the owner of your company to allow you to telecommute,which of the following illustrates an indirect benefit to the reader?

A)The time I save commuting would be spent working on company business.
B)Because I'll be working in my quiet home environment,my productivity will increase.
C)Because I will not require an on-site office or company equipment,the company will experience a reduction in expenses.
D)My working from home will reduce carbon emissions and help to protect the environment.

Question 76

Kyoung has an espresso maker that stopped working properly within the warranty period.He plans to write a claim letter to the company.Because he feels his request to have his espresso maker repaired at no cost is justified and will be granted,he should use ________.

A)the indirect strategy
B)the direct strategy
C)a passionate appeal
D)both direct and indirect appeals

Question 77

Which of the following sentences conveys the best tone for a persuasive request within an organization?

A)You should start following the new procedure immediately.
B)You must approve my travel expenses by Friday.
C)Please see your supervisor to have all supply purchases preapproved.
D)Management demands that all new employees attend an orientation session.

Question 78

When writing a claim letter to a company,you're more likely to be successful if you ________.

A)appeal to the company's sense of responsibility and pride in its good name
B)threaten to picket the company with signs describing your complaint
C)mention the discussion you had with your attorney regarding this claim
D)provide a long,fact-filled account of all your dealings with the company concerning the claim

Question 79

Messages flowing downward such as information about procedures,equipment,or customer service generally use ________.

A)the indirect strategy
B)the direct strategy
C)monetary bribes
D)skillful appeals to indirect benefits

Question 80

When you are writing to complain about something and you're worried that your reader might be reluctant to grant your claim,you should use ________.

A)the indirect strategy
B)the direct strategy
C)both direct and indirect appeals
D)passionate appeals