Deck 6: Persuasive Messages

Question 1

You have written a message to co-workers asking them to support this year's United Way drive. You include details about several different ways to contribute and some examples of previous successful campaigns. Where in your message is the most appropriate place to include this information?

A)the body
B)the format
C)the closing
D)the opening

Answer 1

A

Question 2

Which of the following is an important difference between a routine claim message and a persuasive claim message?

A)It's more important to consider the effect of a persuasive claim message on the reader than it is for a persuasive claim request.
B)A routine claim message generally requires the writer to use the indirect strategy, while a persuasive claim request is generally more effective when it uses the direct strategy.
C)A routine claim message generally states immediately what the writer wants and when he/she wants it, while a persuasive claim request does this near the end of the message.
D)A routine claim message usually spends more time reducing resistance and proving that a claim is valid than a persuasive claim message.

Answer 2

C

Question 3

Which sentence best illustrates a testimonial?

A)NHL superstar Mats Sigurdson says that using the StairClimber has helped him to stay in peak game condition while he recuperated from the concussion he suffered.
B)We are certain you will find our StairClimber the best all-around exerciser on the market.
C)Sophisticated electronics in the StairClimber challenge your muscles progressively with a choice of stimulating workouts.
D)Electronic monitors built into the StairClimber inform users of step height, calories burned, elapsed time, upcoming levels, and adherence to fitness goals.

Answer 3

A

Question 4

You are writing a letter to the CEO of ToyoTech to ask him to speak at your school's graduation. Which sentence would make the most effective opening for this letter?

A)On behalf of this year's organizing committee, I would like to invite you, as a representative of ToyoTech, to speak at J. E. Robson High School's graduation ceremonies.
B)We would appreciate it very much if you would agree to be the keynote speaker at our graduation ceremonies on June 10th.
C)Under your direction and leadership, ToyoTech has become Canada's most successful technology business.
D)Does your busy schedule allow you to be the keynote speaker at our exciting graduation ceremonies on June 10th?

Question 5

Which writing technique will be most effective for an online sales message?

A)Use abstract language to cover as many points as you can in general terms.
B)Use emotional appeals exclusively.
C)Highlight one or two central selling points.
D)Emphasize as many product features as possible.

Question 6

Employees often need to use persuasion when presenting new ideas within an organization. What should you keep in mind when making a persuasive suggestion?

A)The authority of your audience may help you decide whether to adopt a formal or informal tone.
B)Assume that the benefits of your suggestion will be clear to your audience, since you work for the same organization.
C)Use the direct strategy for any persuasive message to superiors.
D)Use the indirect strategy very rarely, because most people consider this organizational plan dishonest and manipulative.

Question 7

You are writing a sales message and realize that your target audience may see the price of your product as an obstacle. Which sentence would be most effective?

A)Our new model XK244 photocopier is more costly than competing models with similar features but is worth the price.
B)You can now lease our new model XK244 for five years for $1250.00.
C)We know that you don't want to invest in a high-priced photocopier.
D)The model XK244 photocopier now copies 100 pages per minute, and comes with a more extensive, longer-term warranty, ensuring years of guaranteed hassle-free performance.

Question 8

According to the textbook, what is the most important thing to remember when writing the body of a persuasive message?

A)Pose an interesting question.
B)Pay the reader a compliment.
C)Put yourself in the reader's shoes.
D)Motivate action by including an end date.

Question 9

What is the key to submitting a recommendation to a superior?

A)Make your request or suggestion confidently, assertively, and directly.
B)Offer many positive comments or compliments about the superior's abilities and wisdom.
C)Write in a tone that makes it clear that you know more than he/she does about the topic.
D)Know your needs and be prepared with evidence to support your suggestion.

Question 10

When composing an online sales message, where should you place important or appealing facts, features, or information?

A)towards the end of the message so that you can create suspense as you lead up to it
B)in the middle, similar to the body paragraphs of a letter
C)early in the message, so that it catches the reader's attention
D)in the subject line of the e-mail

Question 11

You include this sentence in an indirect persuasive request message: I have followed your career closely and know that your many successes make you the ideal person to speak to our sales staff about strategies for succeeding in difficult economic times.
Which part of the writing plan for a persuasive request does this sentence relate to most directly?

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

Question 12

While writing a sales message, you are trying to come up with an effective opening. Which sentence would be most effective?

A)Our newest copier, model XK244, has many more functions than the model it replaces.
B)Office Depot and Staples both report that they sell more of our new model XK244 photocopiers than any other make or model and that it receives high customer approval ratings.
C)I hope you find the information in this letter interesting.
D)I am certain that your company would like to reduce photocopy costs.

Question 13

What strategy should you use to increase the effectiveness of a persuasive request for a large favour?

A)Use the direct approach so that your request is clear.
B)Give reasons and explanations before delivering the request.
C)State clearly the negative consequences of not doing what you ask.
D)Explain how you will benefit when the reader agrees to your request.

Question 14

Which statement best explains why you might benefit from learning to write sales messages even though most sizeable companies employ specialists to write these messages?

A)The specialists who write these messages for your organization will value your input.
B)You will become a more informed and discriminating user of ideas, products, and services.
C)You will be able to offer suggestions about marketing strategies to your employers.
D)You will become a specialist in writing sales letters and online messages.

Question 15

Your public relations department has produced a short video about your company's newest line of photocopiers. It contains a testimonial by the engineer who developed a significant new feature in this new line-up. You need to send this video file to recipients, both inside and outside your organization, who have indicated an interest in receiving such updates and information. What new technological tool would be most useful for this purpose?

A)a wiki
B)a PowerPoint presentation
C)Facebook
D)a podcast

Question 16

Which of the following would be the best closing for a memo intended to persuade the president of your company to allow you to attend a conference in Vancouver?

A)I hope you agree that this will be very beneficial.
B)Please contact me at your earliest convenience with your decision.
C)If you have any further questions about this request, please contact me ASAP.
D)Your decision by May 15 will reduce the cost of the conference by allowing me to take advantage of an early registration discount.

Question 17

A sales message from an auto retailer includes this statement: All 2012 models include Bluetooth connectivity, MP3/USB input, heated front seats, and steering wheel mounted audio controls. This is an example of a technique often used to get attention in sales messages. What is the technique called?

A)offer a testimonial
B)point out product features
C)offer facts
D)make a startling statement

Question 18

Your department manager asks you to use your company's electronic database to send an online sales message, but to filter out customers and contacts who have not "opted in" (given permission) to receive such messages. What is the most likely reason she has asked you to do this?

A)Doing so will increase the "open rate" of the message.
B)Most e-mail users enjoy receiving unsolicited advertisements in their in boxes.
C)Today's customers appreciate remaining anonymous "anybodys."
D)Most online customers only want to receive ads from one or two favourite companies.

Question 19

For which persuasive request would the direct strategy be most appropriate?

A)a refund request for a software program that is not performing as advertised
B)a request to your colleagues to participate in a sponsored 10k walk/run in support of cancer research
C)a request to have a defective product repaired or replaced within the warranty period
D)an invitation to the CEO of Microsoft to speak to your management class

Question 20

Which sentence includes a rational appeal?

A)This model is available for a limited time only.
B)Your family will appreciate your new furnace right away.
C)The high-efficiency model is the most advanced model on the market.
D)The high-efficiency model can save you up $50 a month on your heating bill.

Question 21

An angry or hostile claim message will normally achieve the writer's goal, because most people prefer to avoid confrontation.

Question 22

You can use rational appeals, emotional appeals, or some combination of both to emphasize the central selling points when writing a sales message.

Question 23

Organizations of all sizes generally write their sales letters internally.

Question 24

When sales campaigns combine rational and emotional appeals, the emotional appeal is usually the main appeal.

Question 25

Because of e-mail, sales letters are not widely used by organizations any more.

Question 26

The opening paragraph of a sales letter is an appropriate place for an open-ended suggestive question.

Question 27

Companies can save money by selling the same product to customers around the world, using the same advertising campaigns everywhere.

Question 28

When you want to overcome resistance and create desire in readers of your sales message, you should focus only on rational appeals.

Question 29

When you compose a message to a busy NHL celebrity asking him to participate for free in a golf tournament your company organizes to support a local children's hospital, you should try to reduce his resistance.

Question 30

The first thing you should do when writing a persuasive claim is to decide what action you want taken to satisfy the claim.

Question 31

When you suspect that your manager or another superior will resist a persuasive suggestion, you should state that your suggestion is not negotiable.

Question 32

Persuasive requests are not usually made for donations of time, energy, or expertise, but only for donations of money.

Question 33

It is better to quote the price of health club dues as $30 per month rather than $360 per year.

Question 34

A conversational tone is usually appropriate for unsolicited online sales letters.

Question 35

A successful persuasive message will normally be shorter than a direct message because it's not necessary to include evidence or facts to prove your case.

Question 36

When writing a claim to a business, it is generally best to appeal to the organization's pride in its products and services.

Question 37

You should take into account a reader's objections and questions and try to translate them into selling points when composing a sales message.

Question 38

If your sales message is effective and persuasive, you can save costs by not including a reply card or pre-addressed envelope because readers will respond whether you have made it easy to do so or not.

Question 39

Straightforward claim messages can normally be organized using the direct strategy.

Question 40

Having the ability to persuade is only important for those who want to become managers and executives.

Question 41

The purpose of the opening of a persuasive message is to gain the reader's ____________________.

Question 42

The most effective sales letters are written for a ___________________ audience.

Question 43

A recent graduate said, "My degree led to a high-paying position with a prestigious technology firm in the Silicon Valley" is an example of a ______________________.

Question 44

Twitter and Facebook are examples of ____________________ media

Question 45

Persuasive requests are generally more effective when they are written using the __________________ strategy.

Question 46

You'll receive an additional issue at no extra charge is an example of a(n) ___________________ appeal.

Question 47

The central selling point should be emphasized in the ___________________ of a sales letter.

Question 48

The request for action should be placed in the ___________________ of a persuasive request message.

Question 49

The ability to _______________ is an important skill in business.

Question 50

Unsolicited e-mail sales messages are often called _______________________.