Deck 8: Delivering Persuasive Messages

Question 1

The first step in the selling process is to introduce the foremost feature of the product, service, or idea.

Answer 1

False

Question 2

Bonita wants to sell her consulting abilities to a potential client. She should use principles that are similar to those used in selling products and services.

Answer 2

True

Question 3

Knowing the needs of the receiver is essential to preparing an effective sales message.

Answer 3

True

Question 4

Eduardo concludes his sales message for video game subscriptions by instructing receivers to "Let us hear from you if you are interested in subscribing to our service." This is an effective request for action.

Question 5

An effective persuasive appeal includes a central selling point that is woven throughout the entire message.

Question 6

Will Frazier has written you to inquire about the features of your company's new netbook; you should begin your reply with an attention-getting sentence to build interest in owning a netbook.

Question 7

A response that is sent to someone who has invited a persuasive message requires an attention-getting sentence to start the message.

Question 8

Paragraphs in a persuasive message are typically long in order to achieve the writer's persuasive purpose.

Question 9

Santosh, a computer service firm owner, has drafted a sales letter to area businesses in which he has emphasized his central selling point- immediate, personal service-in each paragraph. To keep the recipient's interest, he should edit his message to include the idea of his central selling point in only one paragraph.

Question 10

When requesting action in a persuasive message, wording such as "I hope you will . . ." and "If you agree . . ." is recommended as a courteous way to present the recipient with the choice of whether to respond favorably.

Question 11

Ken is preparing a persuasive message to business owners in his community. Before he writes his message he should try to understand what characteristics these owners have in common, such as the goals and educational status.

Question 12

Only communication directed to individuals outside the organization requires use of the inductive approach.

Question 13

A recommended way to subordinate the price of a product is to reveal it in a sentence that also refers to the central selling point.

Question 14

Rhamel writes a sales message in the AIDA approach. He gets the receivers Attention, creates an Inference, creates a Decision for the receiver, and encourages Action.

Question 15

Gabrielle writes a sales message in the AIDA approach. She should Announce her intention, Infer the central selling point, Deal with objections, and ask the reader to take Action.

Question 16

The principles used in selling an idea are similar to those used in selling products.

Question 17

An effective action paragraph in a sales message reminds the recipient of the benefit, which may be another referral to the central selling point.

Question 18

An effective persuasive message employs concrete and specific language to create an accurate representation of the product, service, or idea.

Question 19

Common types of persuasive requests include claim messages and requests for special favors and information.

Question 20

While the majority of claims against companies come from unethical individuals, companies must still respond because of the few who believe they have a legitimate claim.

Question 21

Before preparing a sales message for a digital video recorder, Russell will need concrete answers to questions such as

A) What will the product do for the receiver?
B) What are the products inferior features?
C) How is the product similar to other competing products currently being used?
D) What is the cost to the company to produce the product?

Question 22

Which of the following is FALSE concerning the providing of supporting evidence in a sales message?

A) Few people will believe general statements without the support of factual evidence.
B) Since research facts and figures can be boring, general remarks about superior durability and appearance are more effective.
C) Evidence presented must not only be authentic; it must sound authentic, too.
D) Not only do you have an obligation to give information, you should interpret it if necessary and point out how the information will benefit the receiver.

Question 23

Brandy is writing a memo to a team of people who will help her launch a new product line for the company. To convince them that their extensive commitment is justified because of the importance of the product to the company's future, she should employ the deductive strategy in her persuasive approach.

Question 24

Which of the following is FALSE about persuasive communication?

A) It is the ability to influence others to accept your point of view.
B) It often involves manipulating someone into taking the action favored by the communicator.
C) It involves the honest presentation of information.
D) It is the organized presentation of information on which a person can choose to act.

Question 25

Which of the following summarizes the AIDA steps in the persuasive process?

A) Get attention, investigate options, create desire, encourage acceptance.
B) Gain acceptance, invite questions, designate action, encourage action.
C) Get attention, arouse interest, create desire, encourage action.
D) Get attention, initiate action, discuss benefits, create acceptance.

Question 26

A persuasive email message to promote pop-up ad blocker software has as its central selling point the protection of children from pornography. The central selling point should

A) appear early in the message when the product is introduced.
B) appear at the end to reinforce the requested action.
C) be reinforced throughout the message.
D) be implied as the product is described.

Question 27

The central selling point in a persuasive message

A) appears only once in the message and should, therefore, be carefully placed for best effect.
B) is usually price.
C) can be thought of as the message's theme and appears throughout the message as a common thread.
D) appears only in the attention and action stages.

Question 28

Archco Inc. and Suage Enterprises share a lobby where Suage has been storing computer equipment. Martha, CEO of Archco Inc., is writing a letter to Suage asking that the equipment be removed. She should make her point in the first paragraph and follow with supporting details.

Question 29

Khristopher has sent an email requesting information on a particular plasma television he saw on a company's website. What is the writer's task in replying?

A) To send as much information as possible on plasma televisions
B) To gain Khristopher's attention as to the benefits of plasma televisions
C) To answer Khristopher's questions
D) All of the above

Question 30

Techniques for preparing effective sales messages include all EXCEPT

A) presenting supporting evidence to satisfy the receiver's needs.
B) making the action clear and simple.
C) offering a guarantee or including an enclosure.
D) requiring an immediate response from the receiver.

Question 31

Which of the following is the BEST example of providing supporting evidence?

A) Only Strayhorn tools will give you the added power you will need for those extra tough jobs.
B) I'm certain you will be proud of your new Strayhorn tools as I use them myself.
C) The newly patented ratchet makes the Strayhorn wrench a unique and powerful tool for quick car repairs.
D) You'll make quicker car repairs with your new, unique Strayhorn tools.

Question 32

Marcus is writing a persuasive message asking his employees to complete an online company survey. Which of the following should he avoid when writing his message?

A) Keeping paragraphs short
B) Using concrete nouns and active verbs
C) Focusing the spotlight on benefits to the company
D) Using an inductive outline

Question 33

Which of the following is an effective device for gaining attention in a persuasive message?

A) A personal experience
B) A startling announcement
C) A gift or product sample
D) All of the above are effective devices.

Question 34

Which of the following is correct concerning the outline for persuasive messages?

A) Solicited and unsolicited sales messages follow the same outline steps.
B) An attention-getting sentence is not essential in a solicited sales message.
C) Unsolicited sales messages follow the same outline as a neutral news message.
D) Solicited sales messages do not require a call for action.

Question 35

To overcome receiver resistance to a persuasive appeal, the price typically should be

A) mentioned early in the message to avoid the impression of deception.
B) delayed in the message until reader benefits have been established.
C) implied or stated in broad terms.
D) omitted from the sales message.

Question 36

Which of the following is the suggested four-step sequence for an inductive outline?

A) Mention the product, service, or idea; get the reader's attention; present solid evidence of quality; and encourage action.
B) Mention the product, service, or idea; get the reader's attention; ask for specific action; and present documentable evidence of claims.
C) Get the reader's attention; introduce the product, service, or idea; present valid evidence of claims; and ask for action.
D) State your reason for writing; mention your product or service, present convincing evidence regarding the claims made; and encourage action.

Question 37

Which is the BEST choice for the first sentence of a sales message?

A) An acknowledgment of the receiver's interest in your product
B) A description of your product
C) An astonishing fact related to your product
D) The price of your product and easy steps for taking action

Question 38

Which of the following is the BEST introduction of a product or service in a sales message?

A) Feel the warmth of the sun and the rush of the wind as you cruise through town in your new Trinity convertible.
B) This is your year to buy a new car, and we can help.
C) Wow...do we have the car for you!
D) The Trinity convertible has the power and style that few others can offer.

Question 39

As indicated by Maslow's need hierarchy, people may respond favorably to

A) appeals that focus on promises of best price and the need to find a bargain.
B) appeals that fulfill physiological, security, and safety needs.
C) appeals that fulfill social, ego, and self-actualizing needs.
D) both b and c

Question 40

Josef has responded to product advertising that focuses on convenience, durability, and service. At which level of Maslow's need hierarchy is he most likely motivated?

A) Security
B) Social
C) Ego
D) Self-actualization

Question 41

A new product to reduce cholesterol is on the market, with a price that is higher than that of competitors. Where should a writer or speaker introduce price in his or her sales message?

A) At the beginning, as an intention getter
B) Late in the message, associated with benefit
C) As the final thought of the message to prompt action
D) Nowhere in the message

Question 42

Which of the following sentences provides the most effective incentive for consumers to complete and return a survey about laundry detergents?

A) Return your completed survey by May 1, and you'll receive $40 worth of coupon discounts on products of interest to you and your family.
B) Your participation in our survey enables us to produce the best possible products for you and your family-products you can trust to be safe, effective, and economical.
C) We would really appreciate getting your opinions about detergent brands. Please send back your survey by May 1.
D) Your cooperation in returning the survey will help us make laundry detergents even better.

Question 43

Kendra is the program chair for an organization and would like to request permission to use a country club free of charge to host a fund-raising dinner. Which of the following sentences would be the most successful beginning sentence?

A) We would like to use your country club to host our annual fund-raising dinner.
B) We have heard that your country club is available for outside functions.
C) Thanks to the thousands of dollars contributed at our annual fund-raising dinner, people in our community can get the help they need to pay medical bills.
D) Your country club is one of the most exclusive clubs in our community.

Question 44

Which statement best describes the appropriateness of the following product claim in a sales letter? "Viruscan is the best virus defense product available. It offers the most sophisticated and comprehensive protection for your data."

A) The passage is appropriate, since the receiver will likely assume the comparison is with all others, even though research results are not offered.
B) The passage is appropriate, since it provides vital comparative information while sparing the receiver of unnecessary and boring details.
C) The passage is inappropriate, since the sender has no ethical right to compare his/her product with others.
D) The passage is inappropriate unless it is followed up with facts about the comparison.

Question 45

Which of the following is NOT recommended in discussing price in a sales message?

A) Introduce price only after presenting the product and its virtues.
B) Keep price talk out of the first and last paragraphs, unless price is the distinctive factor.
C) Mention price in a complex or compound sentence that relates or summarizes the benefits of the product.
D) All of the above are recommended.

Question 46

Which of the following is the BEST call-to-action sentence for a persuasive memo to employees for contributions to the United Way fund campaign?

A) I hope you will use the enclosed card to respond with your generous gift.
B) Become part of a winning team by indicating on the enclosed card your generous gift of $100, $500, or other designated amount.
C) If you feel you can help, please tell us how much you can give; the decision is yours.
D) Please consider giving as much as you feel you can to the United Way.

Question 47

Which of the following would be the most effective action-request statement?

A) Make your purchase before December 15 and receive your valuable money-saving rebate.
B) Don't hesitate another minute over the wisdom of this decision.
C) Purchasing your Zoom mower within the next few weeks will assure you of paying the lowest price this season.
D) Please send your payment today before the present inventory is sold out.

Question 48

Which of the following is the BEST beginning to an email request for completion of an online survey about a recently purchased product?

A) Please complete the attached survey about your recent purchase at our store and click "Submit" when done.
B) We are conducting a market survey on our products and customer service satisfaction.
C) Online surveys are a fast, convenient way for us to hear back from our customers.
D) Your complete satisfaction is our utmost goal.

Question 49

In a sales message, the last paragraph should

A) make a final reference to the central selling point and picture good things resulting for the receiver.
B) depict the action as easy to take and encourage the reader to act quickly.
C) ask confidently for action, avoiding "I hope" and "if" phrasing.
D) accomplish all the above.

Question 50

Which of the following provides the BEST opening line in a persuasive memo asking the company president to provide extra funds for advertising a new cat food line?

A) The purpose of this memo is to request that additional moneys be allocated to continue to advertise the new SmartCat product line.
B) If SmartCat has the chance to build awareness, it will help the company exceed this year's sales goals.
C) We all can agree that additional advertising funds will help a business grow.
D) SmartCat can help you exceed this year's sales goals by 10 percent.

Question 51

A restaurant is faced with the challenge of communicating to its employees a significant change in service and style. Which method is LEAST effective for communicating this change?

A) Inform employees directly that they must accept the change.
B) Emphasize reasons the changes were made.
C) Explain the employees' important role in implementing the change.
D) Emphasize the benefits employees gain from the change.

Question 52

Which of the following is FALSE concerning a persuasive claim message?

A) It should use a deductive sequence.
B) It should ask for the adjustment late in the message.
C) It should stress an appeal throughout the message.
D) It should remind the receiver of a benefit that occurs from doing as asked.

Question 53

Which of the following is the BEST sentence for getting the receiver to take action?

A) Come to our showroom before January 31 and receive your 25 percent discount.
B) Complete the enclosed card at your earliest convenience.
C) Taking action today may be the smartest thing you've ever done.
D) If you miss this opportunity, you may never experience the financial freedom you've always dreamed of.

Question 54

Which of the following best illustrates how to overcome people's natural resistance to price?

A) At a cost of only $145 a year, how could you possibly say "No"?
B) With all our discounts, your cost is only $145.
C) For an economical $145 annual fee, you can enjoy the special discounts and advance product information available only to members of the CCY Micro Users Group.
D) When have you received so much in return for only $145?

Question 55

Which of the following is the BEST beginning to a persuasive claim message to Ruth's Catering?

A) Please reimburse a total of $1,500 for serving the wrong meal at our recent company dinner.
B) Because you served the wrong menu at our recent company dinner, I am requesting that you reimburse us a total of $1,500.
C) A problem occurred with the catering we recently received from Ruth's Catering.
D) Satisfying customer needs has obviously been a cornerstone in the success of Ruth's Catering.

Question 56

Which of the following statements is FALSE concerning claim messages?

A) Most claims are from people who believe they have a legitimate complaint.
B) The way an adjuster handles the complaint determines to a large extent the goodwill of the company.
C) Complainers are less likely to continue to do business with a company than those who do not complain.
D) Businesses that resolve claims effectively will retain most of the complainers as repeat customers.

Question 57

When preparing a claim message for which the answer is in question, you should

A) use a deductive sequence.
B) use the first-person pronoun throughout.
C) always provide a comfortable way for the receiver to say "no."
D) suggest benefits the receiver will derive from complying.

Question 58

How are effective persuasive memos different from routine memos?

A) Persuasive memos are written deductively.
B) Persuasive memos are shorter.
C) Persuasive memos include an appeal and evidence.
D) All of the above are correct answers.

Question 59

Which of the following is the BEST way to draw attention to an enclosure that accompanies a sales message?

A) "Enclosed you will find a brochure complete with detailed illustrations."
B) "We are happy to enclose a self-addressed postcard for your response."
C) "As you can see on the enclosed folder, assembly of the desk is very simple."
D) No wording is needed: an enclosure notation after the signature line is all that is necessary.

Question 60

Which of the following is FALSE when offering guarantees and free trial offers in persuasive messages?

A) Guarantees and free trials convey a negative connotation that the purchase could be regretted or refused.
B) The positive connotations of such messages are stronger than the negatives, since the seller has a definite plan for ensuring that buyers get value for money spent.
C) If terms of a guarantee are long or complex, they can be included in an enclosure.
D) The purpose of the guarantee or free trial is to deter the reader from personally checking the product and comparing it with competing items.

Question 61

Discuss several types of persuasive communication you might be required to write or present in your professional and personal life.

Question 62

Your job is to develop an effective message to market a wireless computer network. Describe five attention-getting ideas you might use.

Question 63

Rotary Club Invites Speaker
The Rotary Club in your city would like to invite the attorney general of your state to speak at its monthly meeting. Although the attorney general seldom accepts these kinds of invitations, you believe that you can persuade her to make an exception by asking her to discuss one of her special projects, ethical business practices. A complicating factor for you is that the meeting you want the attorney general to attend is only two months away.
Required:
As secretary of the Rotary Club, write this request, adding whatever terms of persuasion you feel would be necessary to influence the attorney general to accept. Address the letter to Ms. Susan Reston, Attorney General of your state.

Question 64

Explain how Maslow's need hierarchy can help you write a more effective persuasive message to the receiver.

Question 65

Retail Store Online Survey
As marketing director for a large chain retail clothing store for young people, it is your job to collect data on the buying habits of 18- to 24-year-old customers. You want each of your customers to complete an online survey within five days after the date of their purchase. This information provides the current information you need for product development, marketing, and customer service.
Required:
Write a persuasive message asking buyers to complete the online survey. Your message will be included with the receipt given to each customer at the time of purchase.

Question 66

You must develop a persuasive sales message about your company's new universal remote for use with personal media centers. Develop a list of specific questions that you need answers to before you can write this message.

Question 67

Clean Air Committee Requests Carpooling
As the new chairperson for your company's Clean Air committee, you are charged with encouraging employees to form car pools. In the past, employees have resisted forming car pools for a number of reasons, including the lack of an organized program, the complexity of flextime schedules, and the extra time needed to pick up people. Your company has agreed to provide privileged parking spaces to car pool participants but will not provide any monetary incentives.
Required:
Write a persuasive memo or email to all employees encouraging participation in car pools. You may add whatever terms of persuasion necessary to influence them to participate.

Question 68

A salesperson you supervise is having trouble providing evidence for statements in a persuasive email message that invites customers to try out a new anti-spam software program. What advice would you give her?