Deck 7: Persuasive Messages

Question 1

By stressing the "you attitude," the writer's focus in on the reader.

Answer 1

True

Question 2

When you write a persuasive message to your superiors,you should use the direct organizational plan.

Answer 2

True

Question 3

Always avoid opening a persuasive message with a rhetorical question unless you are positive the audience will know the answer.

Answer 3

True

Question 4

Determining whether a reader might be resistant to your message,and why,helps you prepare a more persuasive message.

Question 5

Form letters are appropriate as persuasive messages sent to thousands of readers.

Question 6

Your message will be more persuasive if you put the main idea in the middle of a proposal.

Question 7

Before you begin writing,you should always ask yourself,"What is my purpose for writing?"

Question 8

To attract reader interest,you should preview your recommendation in the subject line of a persuasive message when using the indirect organizational plan.

Question 9

Persuasive messages are typically shorter than other types of messages because you are using pathos or ethos to carry the weight of your argument.

Question 10

The first thing a writer must do before writing is to ask: "Who is my primary audience?"

Question 11

When using the indirect organizational plan in a persuasive message you must give the main idea immediately.

Question 12

In a persuasive letter,an irrelevant opening sentence can create confusion or risk losing the reader's goodwill.

Question 13

Few business letters or email messages involve persuasion.

Question 14

The direct organizational plan is appropriate when you anticipate that a reader will initially have no interest in your persuasive message.

Question 15

Persuasion is the process of motivating people to do or believe something despite their initial resistance.

Question 16

To overcome resistance,you must show how your argument benefits the reader.

Question 17

Sales letters are considered a form of persuasive writing.

Question 18

When you write a persuasive message,be sure to address the reader's position of "What's in it for me?"

Question 19

When addressing obstacles in a persuasive request,you should subordinate them.

Question 20

Providing credible evidence such as current statistics is a positive way to influence the reader.

Question 21

A routine complaint letter requires an attention-getting opener and more evidence than a persuasive claim letter.

Question 22

When using the direct or the indirect organizational plan,clarify the specific action you want the reader to take.

Question 23

You should present as much convincing evidence as possible before requesting a specific adjustment in a persuasive complaint letter.

Question 24

Because routine requests are granted fairly easily,they require less persuasion than favors.

Question 25

It is appropriate to apologize when giving bad news.

Question 26

You should not open a persuasive complaint letter by stating the problem.

Question 27

All business communication involves persuasion.

Question 28

When possible,incorporate the central selling theme into your opening and avoid irrelevant,obvious,or overused statements.

Question 29

In the textual content of your persuasive message you must explain your rationale for presenting a new procedure or idea.

Question 30

To overcome a reader's resistance,you must show how your argument benefits the reader.

Question 31

If you demonstrate understanding and request a reasonable adjustment in a persuasive complaint,the reader is more likely to do what you ask.

Question 32

The difference between advertising and persuasion is that persuasion is more personalized.

Question 33

To be successful when writing a persuasive message you must overcome resistance.

Question 34

The two keys for succeeding with a central selling theme are introducing the theme early and repeating it often.

Question 35

When writing a sales letter,you should make the product and its benefits the subject of most of the sentences.

Question 36

For sales letters you must provide evidence to show why or how the product is great.

Question 37

If your routine complaint letter failed to get the desired response despite strong evidence,use a more emotional tone in your persuasive complaint letter.

Question 38

Proposing to your supervisor that the company decentralize the reimbursement of travel expenses is an example of selling an idea.

Question 39

An attention-getting opener is more important in an unsolicited sales letter than in a solicited sales letter.

Question 40

In persuasive requests,the opening of a sales letter should be interesting,short,and original.

Question 41

In a sales letter,you may offer an incentive to motivate the reader to respond by a due date.

Question 42

When writing a persuasive message you must

A) motivate the reader.
B) overwhelm the reader with current statistics.
C) tell the reader you are right and other comparisons are wrong.
D) flatter the reader to gain their attention.

Question 43

If you use a postscript (P.S.)in a sales letter,repeat the central selling theme here to reinforce information that has already been presented.

Question 44

The specific request in a sales letter should be presented late in the message.

Question 45

Readers will perceive a hard-sell approach if you use action-packed,positive language to discuss a product's features and benefits.

Question 46

Sales letters are effective when specific evidence is used to support your statements about how great the product is.

Question 47

The process of persuasion begins with

A) telling the reader what to do.
B) analyzing the reader.
C) offering a discount on a product or service.
D) expecting your audience to understand your idea.

Question 48

Your credibility with the reader of a persuasive message will not be enhanced by

A) explaining how you, as the writer, will benefit.
B) discussing your knowledge as an authority on the topic.
C) mentioning that you hold a position in which you deal with the topic quite often.
D) providing factual evidence and statistics that the reader can verify.
E) discussing your prior experience with the topic.

Question 49

By stressing the "you attitude," writers show that the focus is on the reader.

Question 50

The essence of persuasion is

A) overcoming the reader's initial resistance.
B) selling your product to a reader.
C) convincing a reader to take a specific action.
D) motivating your reader to believe something.
E) stressing reader benefits.

Question 51

To show that you are thinking of the reader and being polite,you may say,"If you do not want to do this I understand," and it will help sway your reader to believe in your idea.

Question 52

Which of the following is not something you should do when conducting an audience analysis?

A) Determine what the audience already knows about the topic.
B) Determine what the audience's predisposition toward the topic is.
C) Ask how your proposal will affect the audience.
D) Find out whether the audience finds you credible.
E) Make a simple list of features and advantages of the product or service.

Question 53

Use the direct organizational plan for persuasive messages when

A) writing to subordinates within the organization.
B) the audience is reluctant to comply with your request.
C) you expect readers to have a negative attitude.
D) your proposal is long and complex.
E) the reader prefers to read the rationale before reading the request.

Question 54

When using a sales letter to promote a high-priced item,one idea is to involve the reader in a demonstration.

Question 55

Which of the following refers to an indirect benefit of complying with a persuasive request?

A) The information you provide at the conference will help us improve our productivity.
B) Making a presentation at the national convention will provide free publicity for your new book.
C) Using the ergonomic keyboard will minimize the possibility of your developing carpal tunnel syndrome.
D) Your contribution allows students to receive scholarships so they can continue their education.
E) Paying your bills on time helps you maintain a good credit record.

Question 56

When an author uses passive voice and only implies what the message may be,it is called the "indirect organizational plan."

Question 57

A persuasive message selling an idea will be more effective if you

A) show how the reader will benefit, directly or indirectly, from doing what you suggest.
B) provide extensive background information without including specifics.
C) reinforce background facts and figures in the first and last paragraphs.
D) focus on the proposal you're promoting, not on the reader.
E) ignore or downplay any reader objections when making your case.

Question 58

If your reader is predisposed against the idea you are promoting,you should do all of the following except

A) provide sufficient objective, verifiable evidence about the topic.
B) offer more supporting reasons than you would if the reader's attitude were neutral.
C) use the direct organizational plan to show how the topic is relevant to the reader.
D) analyze the reader's resistance so you can write a counterargument.
E) use the "you" attitude to tailor the letter based on audience analysis.

Question 59

Use an indirect organizational plan for persuasive messages when

A) writing to superiors within the organization.
B) the audience is predisposed to listen objectively to your presentation.
C) strong persuasion is needed.
D) the proposal is long and complex.
E) the recommendations must be given in the beginning.

Question 60

Which of the following is not considered a persuasive message?

A) convincing a potential customer to contract for your company's services
B) requesting a meeting with your superior so you can recommend changes to company policy
C) writing another claim letter when the first one was denied
D) asking a company to replace a defective product within the warranty period
E) asking a supervisor to approve a complex project you are proposing

Question 61

The direct organizational pattern is defined as

A) presenting the recommendation and brief rationale in the first paragraph.
B) explaining the problem in the first paragraph.
C) asking a question in the first paragraph.
D) including the reason for writing in the conclusion.

Question 62

When you want to sell an idea,your persuasive message should not

A) use an indirect organizational plan if the reader is your superior.
B) present evidence logically.
C) be written in an objective style.
D) provide sufficient evidence to back up the claims you make.
E) clarify the problem and how your solution solves it.

Question 63

The opening sentence "Although your store policy is to offer a refund within seven days,I am seeking a refund for an item I purchased nine days ago" is ineffective for a persuasive claim because it

A) depends on the credibility of the reader.
B) relies on the rhetorical attention-getting approach.
C) uses an indirect organizational plan.
D) offers a ready excuse for denying the claim.

Question 64

When the reader will not directly benefit from granting the favor you request,your persuasive message should

A) adopt a less confident tone.
B) use language appealing to the reader's emotions.
C) show how someone other than you will benefit.
D) stress the objective evidence justifying your request.
E) use the first paragraph to tactfully make your request.

Question 65

You need persuasion when requesting a favor from someone you don't know because

A) expert opinion and statistical data are not enough.
B) the reader needs sufficient evidence to make an informed decision.
C) you want to make the desired action as clear and easy as possible.
D) the reader is getting no tangible benefits from granting the favor.
E) this is a routine request that is likely to be granted automatically.

Question 66

If your claim is not a routine one,your persuasive complaint letter should

A) compliment the reader and describe your request as asking for a favor.
B) let the reader decide how to resolve the problem.
C) include as much supporting evidence as possible.
D) follow the direct organizational plan.
E) begin with the action you want the reader to take.

Question 67

When writing a persuasive message to a superior in your own organization,ask for the desired action

A) in the first paragraph, along with stating the reader benefit.
B) using a confident, hard-sell approach.
C) by apologizing for the need for a decision.
D) but leave the method of response up to the reader.
E) after presenting most of the background information.

Question 68

In a persuasive message you should always

A) emphasize the reader.
B) address overall company concerns.
C) review the annual profit-loss margin.
D) show the current organizational structure of your company.

Question 69

When dealing with obstacles in a persuasive message,you should

A) ignore any negative aspects of the argument.
B) blame any problems on the reader.
C) only tell the reader about the positive aspects of your idea.
D) address them directly.

Question 70

Which of the following is not an effective attention-getting technique for a persuasive message?

A) asking a rhetorical question
B) using a polite request
C) stating an unusual fact
D) making a statement that you and the reader will agree on
E) writing an unexpected statement

Question 71

If price is your central selling theme you should

A) introduce the idea early and emphasize it often.
B) mention it once and then move on.
C) focus on it in the postscript.
D) introduce it late in the message.

Question 72

To soften an item's cost you should

A) refer to it in closing.
B) present the price in small units and compare it to another familiar object.
C) tell the reader to look up other comparable prices online.
D) only disclose it when requested by the reader.

Question 73

Which sentence most effectively interprets a product's features?

A) The Rocket Laser 3000 warms up in 20 seconds and prints documents at 1,200 dpi.
B) Both the ergonomic keyboard and the wireless mouse were designed to help computer users.
C) Baking bread is easy with a BreadWinner.
D) Our digital music player can store up to 5,000 songs.
E) Finish your woodworking projects quickly with this high-torque battery-powered drill.

Question 74

Which of the following does not contribute to creating interest and justifying your position in a persuasive message?

A) objectivity
B) obvious flattery
C) specific details
D) logical appeals
E) representative examples

Question 75

Which of the following situations represents an attempt to sell an idea?

A) An automobile manufacturer writes a letter persuading its retailers to carry more vehicles with sunroofs.
B) A construction company wants to persuade a college to award it the contract for building a new dormitory.
C) A student writes a letter asking the new dean to be the guest speaker at a non-school event.
D) An employee recommends a flextime schedule so that employees can set their own work hours.
E) A banker writes a memo explaining the new loan procedures to employees in all branches.

Question 76

You may provide incentive for a prompt reply to your persuasive sales message by

A) offering a gift to the first 100 people who respond by the due date.
B) using cautious, hesitant language to avoid discouraging your reader.
C) giving information about new products added to your website.
D) repeatedly sending the same message for a week.

Question 77

In the AIDA plan for sales letters,AIDA stands for

A) attention, interest, desire, and action.
B) action, interest, direct benefits, and attention.
C) action, information, desire, and acknowledgement.
D) awareness, information, data, and alertness.
E) added interest, desired action.

Question 78

Which of the following is the least effective opening statement for an unsolicited sales letter?

A) Last month, one million business travelers enjoyed the friendly, on-time service of Alpha Beta Airlines. (promoting new services for corporate customers)
B) If you and your family drink one gallon of water a day, you may be consuming too many minerals. (promoting a water purifier system)
C) Are you interested in leading a long and happy life? (promoting a new exercise program)
D) How much extra money would you have if you didn't have to pay 21% interest on your credit cards? (promoting a new credit card)
E) Six months ago, he was unemployed with few qualifications. Today, he's a website designer for a major corporation. (promoting training courses in website development)

Question 79

Unlike a routine claim letter,a persuasive claim letter

A) mentions how the reader will benefit from doing what the writer asks.
B) uses emotional or exaggerated language for emphasis.
C) states the request immediately.
D) uses clear explanations and an appropriate tone.

Question 80

Advertising and persuasion are different in what way?

A) Advertising gives something to the reader.
B) Persuasion admits failure and apologizes.
C) Persuasion is more personalized.
D) Advertising includes pricing information; persuasion does not.