Deck 9: Writing Persuasive Messages

Question 1

Which of the following terms stands for the third phase in the AIDA model of organizing persuasive messages?

A)defend
B)desire
C)deemphasize
D)demonstrate
E)deliver

Answer 1

B
Explanation: B)In the AIDA model of organizing persuasive messages, the third phase is described as "desire." This phase involves helping audience members embrace your idea by explaining how the change will benefit them and answering potential objections.

Question 2

When writing a persuasive message ________.

A)imply how the audience has made poor choices in the past
B)be forthright and direct regardless of the cultural context
C)use complex language to show the audience you know what you are talking about
D)persuade with logic, evidence, and compelling narratives
E)use high-pressure, hard-sell tactics

Answer 2

D
Explanation: D)When trying to persuade a skeptical or hostile audience, use logic, evidence, and compelling narratives, rather than trying to coerce with high-pressure, "hard sell" tactics.

Question 3

The first task in planning persuasive messages is to ________.

A)gather information
B)select the right medium
C)organize your information
D)analyze the situation
E)choose the format for your message

Answer 3

D
Explanation: D)Planning for a persuasive message starts with an insightful analysis of your purpose and your audience.

Question 4

Which of the following terms stands for the first phase in the AIDA model of organizing persuasive messages?

A)attention
B)action
C)analysis
D)assessment
E)appraisal

Question 5

When your AIDA message uses the indirect approach and is delivered by memo or email,your subject line should ________.

A)be of a routine nature
B)reveal the main idea
C)be interesting
D)not be relevant to the main idea
E)be left blank

Question 6

Why are persuasive messages more difficult to write than routine messages?

A)because they necessarily involve getting people to act against their own best interests
B)because they invariably convey negative news to the audience
C)because they are always unethical, and often illegal, to use
D)because they involve tricking the audience into believing that they have limited choice in a matter
E)because they ask audiences to give something of value or take substantial action

Question 7

An advertisement for a luxury car will appeal to consumers who are motivated by ________.

A)safety and security
B)basic physiological requirements
C)achievement
D)helping others
E)self-actualization

Question 8

Which of the following is true about organizing your information for persuasive messages?

A)Persuasive messages should be about you, the sender, and not about the receiver.
B)Persuasive messages should have as wide a scope as possible.
C)Most persuasive messages use the direct approach.
D)If you are not in a position of power in an organization, a direct approach is most appropriate for persuasive messages.
E)When you have a close relationship with your audience and the message is welcome, the direct approach can be effective.

Question 9

Which of the following scenarios presents the strategy of anticipating objections while developing persuasive business messages?

A)Gary, CEO of OnDemand Cars Inc., uses the AIDA model for indirect approach to introduce the new line of luxury cars for privileged customers of his company.
B)Martha is the research advisor of a pharmaceutical company that has discovered a new infant milk formula. She decides to draft a message using words such as compassion, comfort, and freedom to call on the feelings of the audience, especially mothers.
C)Hilda uses inductive reasoning to draft a message for her colleagues to persuade them to switch to a different production process that will increase profits.
D)John is preparing to introduce a new line of "smart" cell phones and expects criticism about the phone's size and inbuilt memory capacity. He decides to add arguments to support phone specifications.
E)Ben has worked out the basic elements of his argument for a new life insurance scheme for the employees of a leading manufacturing firm. He decides to use anecdotes to reinforce his position.

Question 10

The demographics of a group of individuals can include information about their ________.

A)personalities
B)attitudes
C)education
D)lifestyles
E)cultures

Question 11

You are the president of the Literary Club of your college and are writing a letter to a famous writer requesting him to grant you an appointment to interview him for the club's journal.How would you go about organizing the information in your persuasive message?

A)You would first explain your reasons and build interest before asking for a decision or for action.
B)You would state the purpose of your message in the first line and then build your case.
C)You would only imply the purpose of your message and not state it clearly to avoid being perceived as pushy.
D)You would present your problem but avoid suggesting a solution, thus showing respect for the receiver.
E)You would avoid using attention grabbing statements in the opening of the message.

Question 12

Using an indirect approach in persuasive messages involves ________.

A)presenting a problem without suggesting a solution
B)explaining your reasons and building interest before asking for a decision or for action
C)avoiding attention-grabbing statements in the introduction
D)merely implying the purpose of the message, without stating it clearly
E)making a clear call to action at the outset and supporting it in later paragraphs

Question 13

A message that attempts to change an audience's attitudes,beliefs,or actions is a(n)________ message.

A)routine
B)negative
C)persuasive
D)positive
E)unethical

Question 14

Which of the following is true about the use of the AIDA model in organizing persuasive messages?

A)AIDA is a unidirectional method that essentially talks at audiences, not with them.
B)The AIDA model can only use the indirect approach to persuasive messages.
C)AIDA is especially useful for building a mutually beneficial, long-term relationship with the audience.
D)The AIDA model is tailor-made for using the direct approach in persuasive messages.
E)When an AIDA message uses the indirect approach and is delivered by memo or email, the subject line should reveal the main idea.

Question 15

Which of the following is the final phase in the AIDA model of organizing persuasive messages?

A)attention
B)interest
C)actualization
D)action
E)desire

Question 16

To establish your credibility when persuading a hostile or skeptical audience,you should do all of the following except ________.

A)use jargon and technical terms
B)identify and name your sources
C)display your willingness to keep your audience's best interests at heart
D)establish common ground with the audience
E)provide objective evidence for the claims and promises you make

Question 17

Which of the following terms stands for the second phase in the AIDA model of organizing persuasive messages?

A)intensity
B)investment
C)information
D)intimation
E)interest

Question 18

Which of the following is the first essential strategy of effective persuasive business messages?

A)anticipating objections
B)framing your arguments
C)using analogies to reason from specific evidence to specific evidence
D)reinforcing your position
E)balancing emotional and logical appeal

Question 19

The psychographics of a group of individuals can include information about their ________.

A)occupation
B)age
C)education
D)lifestyles
E)gender

Question 20

Information about the personality,attitudes,lifestyle,and other psychological characteristics of a group of individuals constitutes their ________.

A)psychographics
B)demographics
C)psychogenesis
D)psychogeography
E)geography

Question 21

Which of the following approaches is more compatible with persuasive messages for today's social media?

A)conversational approach
B)AIDA approach
C)unidirectional approach
D)formal approach
E)advertising approach

Question 22

"It is widely believed that the economy is now well on its way to recovery.Therefore,it is only a matter of time before our company also sees a turnaround." This message uses the reasoning method of ________ to create logical appeal.

A)induction
B)analogy
C)abductive reasoning
D)deduction
E)circular reasoning

Question 23

Which of the following is a guideline to address audience objections in a persuasive message?

A)Avoid addressing objections not pointed out by the audience.
B)When presenting the pros and cons of each option in a situation, avoid making a recommendation to the audience.
C)Anticipate as many objections as you can and address them before your audience brings them up.
D)It is important to offer a sincere apology for each objection raised by the audience.
E)If you expect a hostile audience that is biased against your plan, be sure to focus purely on your side of the situation.

Question 24

Using an induction to create logical appeal in a persuasive message involves ________.

A)working from a generalization to a specific conclusion
B)working from specific evidence to a general conclusion
C)presenting a specific problem using words such as freedom, success, and free
D)reasoning from specific evidence to specific evidence
E)supporting a claim by restating it in different words

Question 25

"You can rely on us to deliver on our promises because we are completely trustworthy." What is the best criticism for this statement?

A)It uses a faulty analogy.
B)It fails to use jargon and is too simple.
C)It makes hasty generalizations.
D)It supports a claim by restating it in different words.
E)It makes mistaken assumptions of cause and effect.

Question 26

When putting together persuasive arguments ________.

A)avoid compromising
B)rely solely on great arguments
C)recognize that persuasion is a one-shot effort
D)communicate through vivid language
E)use a hard sell

Question 27

"Shortly after Annie's Craft Store advertised in 'The Ridgewood Chronicle,' their sales went up by 10 percent." Which of the following facts,if true,would prove the cause and effect relationship implied in this message?

A)Annie's Craft Store had advertised in several newspapers, including the "The Ridgewood Chronicle."
B)Some of Annie's Craft Store's new customers said that they visited the store after seeing the advertisement in "The Ridgewood Chronicle."
C)Annie's Craft Store had its winter clearance sale shortly after it advertised in "The Ridgewood Chronicle."
D)The increase in sales at Annie's Craft Store was preceded by the appearance of their advertisement in "The Ridgewood Chronicle."
E)Annie's Craft Store reported being very happy with the advertising rates and terms they received from "The Ridgewood Chronicle."

Question 28

Which of the following is true of persuasive requests for action?

A)They should always use the direct approach.
B)They must begin with a request for some specific action.
C)The suggested course of action in these messages should be as easy to follow as possible.
D)They should avoid specifying the action required; leave the decision to the audience.
E)This category of persuasive messages is rarely used.

Question 29

All of the following are ways to reinforce your position in persuasive messages,EXCEPT ________.

A)using vivid language
B)using metaphors
C)using anecdotes
D)pointing out benefits to the audience
E)using jargon and complex language

Question 30

Which of the following statements uses a deductive approach to persuasion?

A)Because the stock market is expected to fall next month, shares of our company stock will probably decline too.
B)It is important for our department to operate like a well-oiled machine.
C)We must see ourselves as marathon runners and progress toward our goals slowly but steadily.
D)Eight out of the ten toddlers tested showed a preference for red-colored objects. Therefore, it is recommended that we incorporate that color in all the toys manufactured by our company.
E)The unemployment rate is showing a consistent decline. This means that the economy is in the process of recovering from the recession.

Question 31

"After a grueling 5-hour hike up the hill,the Jungle Lodge seemed like heaven,only with a rather rough-hewn arch for the pearly-gates and an indifferent old man in overalls for St.Peter." This sentence creates logical appeal by using the reasoning method of ________.

A)deduction
B)abductive reasoning
C)induction
D)extrapolation
E)analogy

Question 32

Which of the following is true about the use of emotional and logical appeals in persuasive messages?

A)A good persuasive business message should rely solely on logical appeals.
B)All persuasive appeals are either purely logical or purely emotional.
C)The use of emotional appeals in marketing and sales messages is unethical.
D)Using words such as freedom, success, and compassion calls on feelings and audience sympathies.
E)An emotional appeal uses analogies, inductive reasoning, and deductive reasoning.

Question 33

"Our profits were up by 10 percent last quarter.Employee turnover has been cut by almost half from last year.Last,but not the least,our market share has increased by 15 percent over the past 9 months.Considering these figures,we can safely say that our short-term growth strategy has been a great success." Identify the reasoning method used in this message to create logical appeal.

A)abductive reasoning
B)analogy
C)inductive reasoning
D)deductive reasoning
E)metaphor

Question 34

Which of the following is a common mistake made when developing persuasive arguments?

A)connecting with your audience on an emotional level
B)resisting compromise
C)using a conversational approach
D)using vivid language
E)using a soft sell approach

Question 35

Which of the following is an example of an analogy?

A)The results of this survey showed that people like our product more than our competitor's product.
B)There is a national trend toward healthier eating; as a result we should see an increase in the sales of our low-fat items.
C)Our office operates like a pride of lions with one Alpha male on top and everyone else answering to him.
D)All employees have health coverage. Therefore, since Tom is an employee, he must have health coverage.
E)All large multinational corporations have offices in Japan. Therefore, we should also consider doing the same.

Question 36

The bulk of persuasive business messages will involve ________.

A)presentation of ideas
B)requests for adjustment
C)requests for action
D)actionable claims
E)persuasive claims

Question 37

In a bid to persuade consumers to buy your product,you quote the results of a taste test in which most individuals preferred your product over the competitor's.Which kind of reasoning device are you using in this case?

A)analogy
B)induction
C)deduction
D)circular reasoning
E)abductive reasoning

Question 38

An individual works from a generalization to a specific conclusion when creating logical appeal with ________.

A)inductive reasoning
B)abductive reasoning
C)analogies
D)metaphors
E)deductive reasoning

Question 39

When using an analogy to create logical appeal,you ________.

A)work from specific evidence to a general conclusion
B)work from a generalization to a specific conclusion
C)reason from specific evidence to specific evidence
D)present a specific problem using words such as freedom, success, and free
E)present evidence for a claim by repeating the claim

Question 40

Which of the following is a guideline for avoiding faulty logic in a persuasive message?

A)You should be able to isolate the impact of a specific factor before assuming that it's the cause of whatever effect you're discussing.
B)You should try to support your claim by restating it in different words.
C)You should try to attack your opponent's character, not the argument your opponent is making.
D)You should try to reduce a complex situation to a simple "either/or" statement if the situation isn't that simple or clear-cut.
E)You should attribute a causal relationship if one event precedes the other.

Question 41

Marketing messages ________.

A)encourage potential buyers to make a purchase decision then and there
B)are synonymous with sales messages
C)focus on such tasks as introducing new brands to the public and providing product information
D)do not follow the AIDA model
E)make a specific request for people to place an order for a particular product or service

Question 42

Persuasive presentations of ideas are made in situations where you ________.

A)simply want to change attitudes or beliefs about a particular topic
B)wish to influence readers to take a particular course of action immediately
C)seek to influence the reader to make a decision in your favor
D)want to present your proposals so as to gain the approval of the audience
E)present various ideas so that the best course of action can be determined

Question 43

An effective persuasive claim should avoid ________.

A)reviewing the facts of the case
B)using an intimidating tone
C)being specific about how the problem should be resolved
D)closing on a positive note
E)showing how the individual is responsible for the problem

Question 44

Adelphia Technologies has recently launched an "I am an Adelphian" campaign that uses posters and lectures to educate employees about the importance and advantages of having a diverse workforce.What type of persuasive business message does this constitute?

A)persuasive requests for action
B)persuasive presentation of ideas
C)persuasive requests for proposal
D)persuasive claims
E)persuasive requests for adjustment

Question 45

A persuasive claim should close ________.

A)with a clear indication of the unfavorable consequences of denying the claim
B)on a positive note that reflects how a successful resolution of the situation will repair or maintain a mutually beneficial working relationship
C)with a sincere apology that acknowledges the trouble caused to the reader due to the claim
D)by outlining the problem and continue by reviewing what has been done about it so far
E)with specific details about how you would like to see the situation resolved

Question 46

In a persuasive claim,it is important to ________.

A)avoid spelling out the desired resolution to the problem
B)close on a threat to terminate the relationship if the case is not resolved
C)avoid mentioning how the organization or individual is responsible for the problem
D)maintain an intimidating tone
E)give your reader a good reason for granting your claim

Question 47

In a claim letter,the opening should ________.

A)specify a deadline for action
B)clearly indicate to the reader the unfavorable consequences of denying the claim
C)outline the problem
D)reflect how a successful resolution of the situation will repair or maintain a mutually beneficial working relationship
E)give your reader a good reason for granting your claim

Question 48

The price of a product can be a particularly tricky issue in any promotional message.You should always ________.

A)downplay the price
B)highlight the price
C)look for ways to increase the perceived value of the purchase
D)avoid using words such as "luxurious" or "economical" to characterize the price
E)leave out pricing information altogether

Question 49

Which of the following persuasive messages would constitute a sales message?

A)a message introducing a new cell phone to potential customers
B)a message educating potential customers about the benefits of a new cell phone
C)a message requesting potential customers to place an order for a cell phone
D)a message reminding potential customers that a particular cell phone is available
E)a message encouraging potential customers to find out more about a new cell phone

Question 50

Which of the following statements describes a benefit of a product?

A)Get a car loan with no money down and a 0% interest rate.
B)Our gyms are designed to make you feel comfortable and positive.
C)Our food bank provides nutritious food to 200 homeless people everyday.
D)This digital camera has a resolution of 8 megapixels.
E)This cereal is fortified with 6 essential vitamins and minerals.

Question 51

Which of the following statements is an example of a benefit of an LED TV?

A)This TV has our patented Hyper-D 3D technology.
B)This TV is completely Internet-enabled.
C)This TV's i-Share technology helps you share movies wirelessly.
D)The Acer surround sound on this TV is the best in the industry.
E)This TV comes with a high-tech universal remote.

Question 52

Given below are the closing statements of some persuasive messages.Judging from the call to action made in each,which of the following constitutes a sales message?

A)To know more about this product, please visit our website at akme/new.com.
B)To order this product, call 345-1234 or visit our online store at akme/store.com.
C)To receive a free product demo, call Alex at 345-1234, or email him at [e-mail].
D)To receive a free trial pack, visit our website at akme/new.com.
E)To view customer testimonials, visit our website at akme/feedback.com.

Question 53

While planning marketing and sales messages,the benefits of a product focus on ________.

A)the return on investment to the seller
B)what the user experiences or gains from the product
C)the less attractive features of a product
D)the difference between the cost of production and sales price
E)how the product helps the selling company meet its goals

Question 54

A good persuasive claim should ________.

A)always include a sincere apology for the trouble caused to the receiver
B)avoid wasting the receiver's time by reviewing the case in the message
C)be specific about how one would like to see the situation resolved
D)assume that the recipient already has information about the case
E)avoid showing how the individual or organization is responsible for the problem

Question 55

Sales messages ________.

A)usher potential buyers through the purchasing process without asking them to make an immediate decision
B)focus on such tasks as introducing new brands to the public and reminding buyers that a particular product is available
C)encourage customers to seek more information about a product
D)encourage potential buyers to make a purchase decision then and there
E)primarily involve a mere presentation of ideas and do not make a call to action

Question 56

Which of the following statements describes only a selling feature of a product,and not a benefit?

A)This toothpaste tastes so good, your child will look forward to brushing.
B)The baby-sitting services on our cruises allow you to reconnect with your partner.
C)The superior suspension on this SUV will help you take on any terrain.
D)With over 15 low-fat items on the buffet, you can eat all you want and not feel guilty about it.
E)This computer features a 4 GB RAM and an integrated graphic card.

Question 57

The company has decided to treat the premium price of the Savannah Gold as a selling point of the product and would like to highlight it in the marketing message.Which of the following lines would best serve this purpose? Where would you place the line in the marketing message?

A)"The Savannah Gold announces to the world that you have arrived!" This line should be placed at the end of the message.
B)"The Savannah Gold is great value for money!" This line should follow the list of features.
C)"The Savannah Gold costs just a few thousands more than the Savannah GT." This line should be placed in the middle of the message.
D)"Rockford Motors announces the launch of the limited-edition Savannah Gold-a premium pickup truck that combines the ruggedness of a truck with the luxury of a high-end SUV!" This line should replace the opening statement in the message.
E)"Despite the higher price, you will never regret buying the Savannah Gold." This line should be placed at the end of the message.

Question 58

A product's selling points ________.

A)refer to the specific locations at which the product is sold
B)are the particular advantages that purchasers can realize from the product
C)focus on what the user experiences or gains
D)refer to its different prices at various sales locations
E)are its most attractive features

Question 59

The addition of which of the following lines to the message would best serve to minimize audience objections to the high price of the product?

A)At $50,000 the Savannah Gold is more expensive than any other truck in its class.
B)If you have to ask the price, the Savannah Gold is not for you.
C)While the Savannah Gold is a few thousand dollars more expensive than the GT, it is a steal when you consider the luxury features!
D)The Savannah Gold can add value to your business. Talk to our Business Consultant, William Smith, at 333-544 to find out more about this.
E)The Savannah Gold announces to the world that you have arrived!

Question 60

In marketing and sales messages,what is the primary difference between selling points and benefits?

A)Selling points are ethical to use whereas benefits are not.
B)Selling points focus on the user rather than the product.
C)Selling points focus on the product rather than the user.
D)Selling points are unethical to use whereas benefits are not.
E)Selling points are abstract whereas benefits are concrete.

Question 61

Which of the following information,if true,would make Total Foods vulnerable to being penalized by the FTC?

A)The price of "Essentials" cereal is significantly higher than that of other low-fat, fortified cereals.
B)Weight-loss plans other than the "Essentials" diet plan have shown better results.
C)Kendra regained the pounds she lost shortly after she stopped having the cereal.
D)"Essentials" cereal has an FDA-approved appetite suppressant.
E)Kendra quit the "Essentials" diet in a few weeks.

Question 62

Which of the following statements would be illegal to use in the message?

A)Only the "Essentials" diet will help you lose weight.
B)The "Essentials" diet can give you a head-start on your fitness goals.
C)See results in two weeks or get your money back!
D)Our online community will support you in your mission to get fit.
E)For best results, the diet should be supplemented with an exercise routine.

Question 63

Persuasive messages ask audiences to give something of value or take substantial action.

Question 64

High pressure hard-sell tactics are especially useful in persuasive business messages.

Question 65

Logical appeal uses one of three types of reasoning-analogy,induction,and deduction.

Question 66

The company has decided to downplay the pricing of the product.Which of the following lines would best serve this purpose? Where would you place the line in the marketing message?

A)"The Savannah Gold comes at a premium price of $50,000." Place this line at the end of the message, immediately before the call to action.
B)"This premium product is loaded with state-of-the-art safety features and luxurious interiors." Place this line in the middle of the message, after the line that lists the technical features of the vehicle.
C)"The Savannah Gold costs only a few thousand dollars more than the GT, but packs quite a punch." Place this line at the end of the message.
D)"Rockford Motors announces the launch of the super-luxury, limited-edition Savannah Gold-a premium pickup truck that combines the ruggedness of a truck with the plushness of a high-end SUV!" This line should replace the opening statement in the message."
E)"Priced at $50,000, Savannah Gold spells luxury." This line should be placed at the end of the message.

Question 67

The first task in planning persuasive messages is to gather information.

Question 68

Identifying your sources will help you to establish credibility.

Question 69

The AIDA model can use either a direct or an indirect approach.

Question 70

A company seeking to maintain high ethical and legal standards in marketing and sales communications should ________.

A)opt to leave out important information
B)use letters from satisfied customers as the only proof for their claims
C)make deceptive claims as long as they are not stated explicitly
D)attract buyers by using bait-and-switch advertising
E)collect information from children under the age of 13 only with consent from their parents

Question 71

According to the FTC,________.

A)letters from satisfied customers are the best evidence to support claims
B)failing to include important information is considered deceptive
C)marketing messages and websites cannot target children
D)offering a money-back guarantee is illegal
E)bait-and-switch advertising is legal

Question 72

When writing promotional messages for social media,it is important to ________.

A)rely largely on the news media to distribute the message
B)facilitate community building
C)use the AIDA approach for organizing your messages
D)avoid the use of automated tools such as free alerts on search engines to listen to online conversations
E)avoid activating the commenting feature on blogs, since it will result in a complete loss of control over online conversations

Question 73

If you are an employee writing to the CEO of the company,your persuasive message should use the direct approach.

Question 74

Which of the following is true about maintaining high ethical and legal standards when developing persuasive business,marketing,and sales messages?

A)A money-back guarantee or letters from satisfied customers can be used as the sole evidence to a claim.
B)If you imply or make an offer and then can't fulfill your end of the bargain, you can be sued for breach of contract.
C)Names, but not photographs, of individuals can be used even without permission.
D)Trying to attract buyers by advertising a product that you don't intend to sell, and then trying to sell them another product is legal but not ethical.
E)Only deceptive claims that are explicitly made, not just implied, in a persuasive message are considered illegal by the FTC.

Question 75

When trying to persuade a skeptical or hostile audience,you should use complex and technical language to demonstrate your competence in the area.

Question 76

What is bait-and-switch advertising?

A)It involves an attempt to persuade customers to buy a certain product by offering huge discounts to undercut the competition.
B)It involves offering customers baits in the form of money-back guarantees and offers to exchange the product if customers are not satisfied.
C)It involves using unsubstantiated claims and false customer testimonials to sell a product.
D)It involves an attempt to attract buyers by advertising a product that you don't intend to sell and then trying to sell them another product.
E)It involves the use of implied claims to attract customers and then refusing to accept responsibility for the claim.

Question 77

Keeping in mind FTC regulations,which of the following statements must be added to the message to best support the claim made in the message?

A)See results in two weeks or get your money back!
B)Martin Lane from Illinois says that the "Essentials" diet helped him lose two pounds in just one week-just in time for his high-school reunion.
C)80% of customers who tried the "Essentials" diet reported that they were happy with the results.
D)This diet is the only weight-loss program supported by Total Foods.
E)This diet program has been launched in markets in Europe, Asia, and South America.

Question 78

You are developing a sales message for the range of cell phones manufactured by your company.Which of the following closing lines would be most effective in persuading readers to take action?

A)For a complete price list, visit your nearest retailer or company outlet.
B)Call us at 987-1234 to order a cell phone.
C)To know more about our range of cell phones, you can view product details and customer reviews at cellphones.com.
D)To order a cell phone, call us at 987-1234-the first 100 customers get a 2 GB memory card free.
E)To order a cell phone look for our advertisement and discount coupon in the next issue of "TechNext" magazine.

Question 79

When writing promotional messages for social media,you should not ________.

A)use automated tools to help listen to online conversations
B)use a conversational style of communicating
C)initiate conversations within the community, but only respond to them
D)respond to conversations within the community, as this is unethical
E)provide information to people through "advertising speak"

Question 80

In marketing and sales communications,which of the following actions is considered legal when the claim is supported with objective evidence such as a survey or scientific study?

A)offering money-back guarantees
B)making implied claims that are deceptive
C)using bait-and-switch advertising
D)using a person's photograph without permission
E)excluding important information