Deck 8: Delivering Persuasive Messages

Question 1

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

A)Mention the product or service; get the reader's attention; present evidence of quality; and encourage action.
B)Mention the product, service, or idea; get the reader's attention; ask for 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 the reason for writing; mention the product or service; present evidence regarding the claims made; and ask for action.

Answer 1

C

Question 2

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

Answer 2

True

Question 3

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

Answer 3

True

Question 4

A message that is sent in response to a sales information request requires an attention-getting sentence.

Question 5

The attention-getter in a sales message should achieve several important objectives: introduce a relationship, focus on a central selling feature, and use an original approach.

Question 6

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

Question 7

_____ is the ability of a sender to influence others to accept his or her point of view.

A)Persuasion
B)Stimulation
C)Integration
D)Accession

Question 8

Santosh, a manager at a computer service center, has drafted a sales letter to area businesses in which he has emphasized his central selling point- immediate, personal service-in each paragraph. To make the message effective, he should edit his message to include the idea of his central selling point in only one paragraph.

Question 9

As indicated by Maslow's need hierarchy, some people respond favorably to sales promotions that target their sense of belonging, their ability to be remembered, and their need to be appreciated. The needs that are being targeted are _____.

A)psychological needs
B)security needs
C)self-actualizing needs
D)safety needs

Question 10

Which of the following is a feature of persuasive communication?

A)It is only applicable to verbal communication.
B)It is an attempt to trap someone into taking action favorable to the communicator.
C)It involves an honest presentation of information.
D)It always utilizes the hard sell technique.

Question 11

Companies should not welcome claims as a majority of them are from unethical individuals.

Question 12

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

Question 13

Mary wants to write a memo to a team of people who will help her launch a new product line for the company. She wants to convince them that their extensive commitment is justified because the product is important to the company's future. She should employ the deductive approach while writing the memo.

Question 14

When a deductive approach is used in a persuasive situation, chances of getting cooperation are maximum.

Question 15

Will has written to the sales manager of a company that manufactures computers to inquire about the features of the company's new netbook. The manager should begin his reply with an attention-getting sentence to build interest in owning a netbook.

Question 16

AIDA refers to the four basic steps of the persuasive process, including announcing the intention, inferring the central appeal, dealing with objections, and asking the reader to take action.

Question 17

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

Question 18

It is helpful to write very long paragraphs in persuasive messages to achieve the writer's persuasive purpose.

Question 19

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

Question 20

Josef responds to product advertisements that focus on convenience, durability, and service. These benefits of the advertised products appeal to his _____ needs of Maslow's need hierarchy.

A)security
B)social
C)ego
D)self-actualization

Question 21

Summarize the information that is required before writing a persuasive sales message.

Question 22

Discuss the principles to be followed while preparing persuasive messages.

Question 23

A company is faced with the challenge of communicating to its employees a significant change in its policies. How should the management effectively communicate this change to its employees?

A)Inform employees directly that they must accept the change.
B)Coerce the employees to accept the change.
C)Give the employees monetary compensation in order to accept the change.
D)Emphasize the benefits employees gain from the change.

Question 24

The central selling point in a sales message:

A)appears only in the middle of the sales message.
B)is always the price of the product.
C)appears throughout the message as a common thread.
D)is always a point of difference between products.

Question 25

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

Question 26

Which of the following suggestions should be followed while making a product claim in a sales message?

A)Use preposterous statements.
B)Use subjective claims.
C)Use concrete language.
D)Use excessive superlatives.

Question 27

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 terms of large units for the reader's benefit.
D)placed as a stand-alone in a simple sentence.

Question 28

Marcus is writing a persuasive message asking his employees to complete an online company survey. Which of the following suggestions should he follow while writing this message?

A)Keep paragraphs long and detailed.
B)Use concrete nouns and active verbs.
C)Focus the spotlight on benefits to the company.
D)Use the deductive outline.

Question 29

Which of the following is effective for gaining attention in an unsolicited sales message?

A)A request for action
B)A startling announcement
C)A long and detailed procedure
D)An abundance of technical facts

Question 30

Which of the following suggestions can be followed while writing a sales message to motivate action from the audience?

A)Make the action complex, and give general instructions.
B)State the reward for taking action only in the first paragraph.
C)Give a lot of time to the audience to take action on the proposal.
D)Demonstrate confidence when requesting action from the audience.

Question 31

Which of the following is true of offering guarantees and free trials in persuasive messages?

A) It always conveys a positive connotation that the purchase should be made.
B) If used for free trials, there is a possibility of legal action against the seller.
C) If terms of a guarantee are long or complex, they can be included in an enclosure.
D) It deters the reader from personally checking out the product and comparing it with competing items.

Question 32

Which of the following is a difference between solicited and unsolicited sales messages?

A)Unlike solicited sales messages, unsolicited sales messages are always subjective.
B)Unlike solicited sales messages, unsolicited sales messages require attention-getters.
C)Unlike solicited sales messages, unsolicited sales messages offer guarantees.
D)Unlike solicited sales messages, unsolicited sales messages follow the deductive outline.

Question 33

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

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

Question 34

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

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

Question 35

In a sales message, the last paragraph should:

A)include an attention getter to propel the reader into action.
B)include testimonials and guarantees.
C)be detailed to convince the reader to make a purchase decision.
D)ask confidently for action, avoiding "I hope" and "if" phrasing.

Question 36

Which of the following is true of claim messages?

A)They have legal obligations attached to the message.
B)They help companies identify problem areas.
C)They always require the use of persuasion.
D)They are usually received from unethical individuals.

Question 37

Which of the following is an effective statement for requesting action?

A)Make your purchase before December 15, and receive your rebate.
B)Make a decision soon and you might get your product delivered immediately.
C)Let us hear from you about your purchase decision.
D)We hope you will fill out your preferences for us to customize the product.

Question 38

Which of the following is a difference between routine and persuasive claim messages?

A)Unlike routine claims, persuasive claims do not use the inductive sequence.
B)Unlike routine claims, persuasive claims decrease goodwill toward the company.
C)Unlike routine claims, persuasive claims do not begin with an adjustment request.
D)Unlike routine claims, persuasive claims are unjustifiable and cannot avoid problems.

Question 39

Which of the following suggestions should be followed while writing an effective persuasive claim message?

A)Use a deductive sequence.
B)Begin by asking for an adjustment.
C)Stress an appeal throughout the message.
D)Take advantage of the adjusters.

Question 40

A new product to reduce cholesterol is on the market with a price that is higher than that of the competitors' products. Where should writers introduce price in their sales message?

A) At the beginning, as an intention getter
B) Late in the message, along with its benefits
C) In the end, as the reason for taking action
D) Throughout the message, as a central selling point

Question 41

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?

Question 42

What are the techniques that can be used to overcome people's natural resistance to price

Question 43

Describe persuasive communication within an organization.

Question 44

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 the invitation. Address the letter to Ms. Susan Reston, Attorney General of your state.

Question 45

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

Question 46

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.​

Question 47

Characterize the different types of claims and their advantages and disadvantages.

Question 48

Clean Air Committee Requests Carpooling​As the new chairperson for your company's Clean Air committee, one of your responsibilities is to encourage 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 people up. 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 them to form carpools. You may add any terms of persuasion necessary to influence them to participate.​

Question 49

Outline the inductive pattern used while writing persuasive messages.

Question 50

Describe the objectives that the final paragraph of a sales message must achieve.