Deck 5: Communicating Persuasive Messages

Question 1

In the ACE communication process,________ involves thinking strategically about your purpose,desired outcome,business needs,audience and stakeholder needs,content needs,and medium choices.

A)analyzing
B)adjusting
C)composing
D)creating
E)editing

Answer 1

A
Explanation: In persuasive situations,you will increase your chances of getting a positive response by spending extra time on the analyzing phase of the ACE communication process.

Question 2

Which of the following is least likely to help establish credibility?

A)Getting to know the audience
B)Establishing credentials
C)Identifying needs
D)Presenting ideas effectively
E)Telling the truth

Answer 2

C
Explanation: To establish credibility,one should take the time to get to know the audience.One could also establish credentials and present ideas effectively for that audience.When errors are made,tell the truth.Identifying needs will help in determining how to persuade an audience,but not in the establishment of credentials.

Question 3

The ________ audience is the direct recipient of the message.

A)primary
B)incidental
C)ancillary
D)secondary
E)peripheral

Answer 3

A
Explanation: The primary audience is the direct recipient of the message.

Question 4

If you are not an authority in a particular subject,how can you add credibility to your message?

A)Use phrases such as,"In my experience," or,"I believe."
B)Add numbers and statistics to the communication.
C)Discuss areas where you are an authority.
D)Cite authorities and experts.
E)Use industry jargon and slang to ensure the tone of the message is correct.

Question 5

In persuasive situations,you will increase your chances of getting a positive response by ________ the analyzing phase of the ACE communication process.

A)devoting less time to
B)changing the order of
C)omitting
D)spending more time on
E)completing the evaluation phase before

Question 6

While the ________ stage helps you make a persuasive plan,the ________ stage helps you put the plan into action and draft the message.

A)analyzing;composing
B)analyzing;evaluating
C)composing;analyzing
D)composing;evaluating
E)evaluating;composing

Question 7

Which of the following terms best represents a response intended to prove an objection is wrong?

A)Concession
B)Aggregation
C)Argumentation
D)Refutation
E)Accession

Question 8

To develop the most persuasive content for a communication,what must first be understood by the communicator?

A)What kind of content will best motivate the audience?
B)What key questions should be asked of the audience?
C)Where the audience is located
D)Whether or not the audience finds you credible
E)The problem that needs to be resolved

Question 9

If an argument has merit,or is only partially correct,you may respond to the argument using a ________.

A)rebuttal
B)refutation
C)concession
D)resistance statement
E)goal statement

Question 10

To ensure you have implemented an effective persuasive strategy,what should be done before delivering the message?

A)Outline the order of key points.
B)Compose the message according to the persuasive plan.
C)Determine the medium.
D)Evaluate the draft.
E)Identify the most effective delivery method.

Question 11

Which of the following will help you move the message from a plan to a draft?

A)Analysis
B)Outlining
C)Composing
D)Writing
E)Evaluating

Question 12

When emailing a coworker to ask for her assistance on a project,which of the following constitutes a refutation you could include in your request in anticipation of a possible objection?

A)I really need your help right now as my department is short-staffed.
B)I won't be able to complete my project if you don't help me.
C)While this may sound time-consuming,I will only need one hour of your time.
D)If you decide to help me,then you will have to spend more time at work to complete your own professional responsibilities.
E)I don't think that I will be able to return the favor.

Question 13

Analyzing ________ involves focusing on information needs,motivation and benefits,and potential resistance.

A)your audience's needs
B)your purpose
C)medium choices
D)your desired outcome
E)the business result

Question 14

Which of the following is another term for building credibility as the core of effective persuasion?

A)Logos
B)Affinity
C)Social influencer
D)Ethos
E)Pathos

Question 15

What is considered to be the most critical element of persuasion?

A)Logical argument
B)Credibility
C)Emotion
D)Benefits
E)Establishing a problem or need

Question 16

Which of the following best represents the purpose of a message?

A)The purpose of the message is why you are communicating.
B)The purpose of the message represents how you would like the audience to respond.
C)The purpose of the message identifies what the business result will be.
D)The purpose of the message identifies the intended outcome.
E)The purpose of the message represents how to best reach those with decision-making capabilities.

Question 17

When conducting an audience analysis,who should be considered?

A)The primary audience
B)Both the primary and the secondary audience
C)All stakeholders
D)Leadership
E)The secondary audience

Question 18

Being persuasive ________.

A)is rarely required in your daily life
B)involves understanding why your audience may resist your ideas
C)means tricking your audience into doing what you want
D)is very unethical and in some situations,may even be illegal
E)means being influenced by others to agree with their point of view or request

Question 19

Which of the following terms best represents the way you would like your audience to respond to your message?

A)Purpose
B)Audience needs
C)Desired outcome
D)Business result
E)Potential resistance

Question 20

To convince your boss to implement a procedural change in your department,which of the following best constitutes a concession in the context of a message?

A)The changeover may cause some minor initial delays,but in the long run,this shift will increase the speed of transactions by approximately 50 percent.
B)This changeover will require some additional training,and I know that we don't have the budget for that right now.
C)I can't understand why you think this change might involve a high price tag because it can actually be accomplished for almost no expense whatsoever.
D)Implementing this change would not require the system to be shut down during business hours.
E)This change will be beneficial for the company in terms of profit.

Question 21

Compelling evidence presented in ________ language can also touch an audience emotionally and motivate them to act.

A)clear and vivid
B)vague and ambiguous
C)obscure and intense
D)flowery and pedantic
E)cryptic and elegant

Question 22

Which of the following types of evidence is illustrated by using information that is verifiable and from a source that is considered to be credible?

A)Numerical data
B)Fact
C)Personal experience
D)Example
E)Anecdotal

Question 23

The idea that people like to make decisions similar to ones they had made in the past supports the principle of ________.

A)social proof
B)liking
C)scarcity
D)consistency
E)reciprocity

Question 24

A(n)________ is a lapse of logical reasoning that can lead to a flawed argument.

A)overstatement
B)fallacy
C)diversion
D)example
E)pathos

Question 25

How can a person establish credibility with his or her audience if the person is unknown to that audience?

A)Being modest and not mentioning her education or expertise
B)Maintaining a respectful distance from her audience before the presentation,so as not to violate the professional relationship with attempts at building rapport
C)Mentioning her professional relationship with a renowned expert in the field
D)Avoiding the discussion of work done by other experts in the field
E)Presenting a highly subjective idea that favors her own view point

Question 26

A persuasive appeal that uses ________ may be supported by including a small or free gift.

A)consistency
B)social proof
C)liking
D)reciprocity
E)scarcity

Question 27

Violations of logic ________.

A)are also called default logic
B)are honest if used intentionally
C)are rarely considered to be misleading.
D)are unavoidable and are an accepted part of ethical persuasion
E)can persuade an audience based on unsound ideas

Question 28

According to psychologist Abraham Maslow,which of the following needs is included in the most basic level of human needs?

A)The need for respect
B)The need for affiliation
C)The need for love
D)The need for food
E)The need for appreciation

Question 29

Argumentation is defined as ________.

A)strengthening a weak position by overstating your case,diverting attention from problems,or even attacking an opponent
B)making your audience believe you have expertise and are trustworthy based on your knowledge,character,reputation,and behavior
C)a person with a reputation for honesty losing credibility by making statements that prove to be untrue or by making promises that are not fulfilled
D)changing the mind of someone who is deeply interested in an issue,including people committed to an opposing point of view
E)taking a position,supporting the position with reasons,and then documenting those reasons with evidence

Question 30

Which of the following is a professional way to establish credibility?

A)Maintain a safe and respectful distance from the audience.
B)Avoid mentioning your key credentials so as not to sound boastful.
C)Mention your relationship with someone your audience knows and respects.
D)Present a biased point of view that favors your requirements.
E)Do not mention your educational qualifications and expertise.

Question 31

Which of the following logical fallacies involves offering evidence such as,"everybody knows"?

A)An appeal to popular opinion
B)An ad hominem attack
C)A false dilemma
D)A false analogy
E)A red herring

Question 32

When using the opinions of people with acknowledged authority to support a message,what type of sources are you using?

A)Expert authority
B)Personal experience
C)Examples
D)Numerical data
E)Trends

Question 33

In a persuasive message,showing your own emotional commitment to the idea that you want your audience to commit to ________.

A)tends to undermine its persuasive impact
B)will make your message more persuasive
C)is inappropriate and unprofessional
D)is not recommended in most cases
E)makes your audience think that you have a selfish motive behind suggesting this idea

Question 34

Which of the following fallacies involves focusing on an irrelevant issue to draw attention away from a central issue?

A)Red herring
B)False dilemma
C)Ad hominem attack
D)False analogy
E)False cause

Question 35

What is the foundation for most persuasive business messages?

A)Emotion
B)Ethos
C)Anticipating resistance
D)Logical arguments
E)Benefits

Question 36

If you have thoroughly analyzed all the elements and carefully composed the message,evaluation ________.

A)is not recommended
B)can be very difficult
C)is a must before delivering
D)can decrease the persuasive quality
E)should be short and superficial

Question 37

An advertisement that emphasizes crash test ratings appeals to the audiences' desire for ________.

A)self-esteem
B)love
C)safety
D)belonging
E)self-actualization

Question 38

According to psychologist Abraham Maslow,________.

A)logic alone is enough to persuade an audience
B)the needs of people vary with their different generations,backgrounds,and cultures
C)all people share a common set of needs
D)it is impossible to address the psychological needs of an audience you don't know
E)emotional appeals to audiences cannot be effective

Question 39

The false dilemma can be achieved by ________.

A)focusing on irrelevant issues to draw attention away from a central issue
B)supporting an idea by comparing it to something that is not comparable
C)drawing a conclusion from a sample that is either too small or does not represent the larger population
D)attacking a person who disagrees with you rather than addressing the issues
E)asserting that only two choices exist,while ignoring other options

Question 40

When writing an appeal letter to solicit funds,praising the audience for their past donations,and emphasizing how their contribution is needed now more than ever,will appeal to the audience's ________.

A)sense of self-esteem
B)quest for self-actualization
C)need for love
D)desire for safety
E)requirement for belonging

Question 41

When using direct organization for recommendation messages,you must begin with ________.

A)identifying the issue
B)providing evidence for the issue
C)stressing the benefits of the recommendation
D)proposing a recommendation
E)appealing to emotion

Question 42

When writing a customer claim message,what should be included when considering the purpose of the message?

A)What you want the audience to do after receiving the message
B)What the audience needs to know to grant the claim
C)The benefits to the audience if they grant your claim
D)Areas if potential resistance
E)What will motivate the audience to accept your idea

Question 43

A recommendation is a business message that ________.

A)denies the existence of a problem
B)establishes a need that cannot be filled
C)suggests a solution to a problem or a need
D)supports the maintenance of the status quo
E)identifies a problem and asks others to figure out a solution

Question 44

Which type of persuasive message is designed to help the audience feel good about complying with the request?

A)Customer claims
B)Sales messages
C)Motivational messages
D)Team decision-making messages
E)Requests for favors

Question 45

In which area of the AIDA model is appealing to social proof most effective?

A)Attention
B)Interest
C)Desire
D)Action
E)Intelligence

Question 46

Which of the following should be done when writing a persuasive message for audiences of different cultures?

A)Adapt to their preference
B)Explain your decision-making process
C)Emphasize basic persuasive content
D)Incorporate strong logical arguments
E)Avoid emotion

Question 47

What type of persuasive message is being developed when you establish that a problem exists and can show how your solution is effective?

A)Recommendations
B)Request for favors
C)Customer claims
D)Sales messages
E)Goodwill message

Question 48

Which of the following supports informational needs?

A)Purpose
B)Desired outcome
C)Potential audience action
D)Audience knowledge of background information
E)Business results

Question 49

The first part of a sales message should get the reader's attention.This is often done using a startling fact or ________.

A)thought-provoking story
B)building their interest by describing benefits
C)creating a sense of desire
D)a call to action
E)an indication of social proof

Question 50

What method for persuasion is frequently used by sales and marketing experts?

A)Plan,compose,revise
B)AIDA
C)Motivate,sell,close
D)ACE
E)Persuade,remind,evaluate

Question 51

Which of the following excerpts from a sales message is an example of the social proof technique?

A)Act now! Our special limited time offer expires soon!
B)Did you know that our product has almost twice the computing power of the other handheld devices available today?
C)Be the envy of your friends and coworkers by purchasing this first-generation product today.
D)This device gives you the functionality of a laptop and the portability of a PDA.
E)Several Fortune 500 companies have purchased over 200,000 of these devices for their top executives.

Question 52

When attacking the person who disagrees with you rather than addressing the issue,what logical fallacy has been created?

A)Red herring
B)Ad hominem attack
C)Ignoring the burden of proof
D)Appeal to popular opinion
E)Hasty generalization

Question 53

Which of the following would be most effective if you want a store to grant your request to return an item when this is against their company policy?

A)Use direct organization to compose your message.
B)Get right to the point and refuse to do business with them if they do not comply.
C)Consider it as a routine request that does not require persuasive techniques.
D)Start spreading negative comments about the store and hope that they hear about it.
E)Explain why the policy should be waived in your case.

Question 54

With reference to Cialdini's techniques for appealing to emotion,which of the following is most likely to be involved in the technique of scarcity?

A)Including names and testimonials
B)Reminding your audience that they have made similar decisions in the past
C)Highlighting the exclusivity of your offer
D)Showing that you appreciate your audience
E)Giving people a gift with purchase

Question 55

AIDA is an acronym for ________.

A)action,intelligence,dedication,attention
B)attention,interest,desire,action
C)alternative,invention,dedication,action
D)always,invent,deals,always
E)attention,innovation,desire,action

Question 56

What step of the AIDA process should motivate your customer to act or purchase goods?

A)Attention
B)Innovation
C)Action
D)Deals
E)Intelligence

Question 57

What is the similarity between direct and indirect formats for recommendations?

A)Both position the recommendation in the same place.
B)Both omit mention of potential objections.
C)Both specifically identify the proposal in the subject line.
D)Both begin with information putting the situation in context.
E)Both conclude with a call to action.

Question 58

Which of the following uses the attention-grabbing technique of asking a motivating question?

A)We can help you lose weight this week!
B)Would you like to drop 10 pounds in a month without visiting the gym?
C)Are you too busy to exercise?
D)Have you ever tried following a dieting plan?
E)Have you ever started an exercise program?

Question 59

When making a request for a favor,what should be included in the informational needs section of the persuasive message?

A)Teasers
B)A clear indication of your desired outcomes
C)Specific information the receiver needs to know
D)A list of potential benefits
E)The appropriate medium for this message

Question 60

When sending a persuasive message that needs an immediate response,which is the best medium for transmission?

A)An email
B)An instant message
C)A phone call
D)A memo
E)A text message

Question 61

If you want to give your coworker time to consider your request carefully before responding,a one-on-one meeting is the best medium for communicating your message.

Question 62

Which of the following accommodations might be necessary when you want to persuade people from different cultures?

A)Accommodating a different decision-making process
B)Accommodating a different set of priorities
C)Accommodating a different view of necessities
D)Accommodating a different view of desires
E)Accommodating a different view of teamwork

Question 63

The first step in influencing behavior is to analyze what will motivate your audience.

Question 64

The AIDA approach ________ situations when you know the audience.

A)is never used in
B)will be less powerful in
C)can be used only in those
D)can be more effective in
E)is not applicable in

Question 65

You're writing a sales message to entice potential customers to join your gym.Telling your audience that the first 50 responders will get a free one-week trial period at your gym ________.

A)makes it difficult for your audience to act
B)is an example of social proof
C)creates a sense of desire through perceived scarcity
D)shows how you meet their scheduling needs
E)overstimulates your audience by telling them too much too soon

Question 66

Because persuasion is a process,it often requires multiple communications,with each message contributing to your persuasive goal.

Question 67

Persuasion is less useful in teamwork and collaboration.

Question 68

________ involves reducing the audience's resistance to the sales message,which is especially important when you create unsolicited sales communication.

A)Making it easy for your audience to act and respond
B)Creating a sense of desire
C)Building your audience's interest
D)Grabbing your audience's attention
E)Enabling your audience to respond favorably

Question 69

When considering potential resistance,what question should the communicator ask themselves?

A)What concerns and objections will the audience have?
B)What will motivate the audience to accept the idea?
C)How will the audience benefit?
D)What is the best medium for this message based on purpose,audience,and content?
E)What do I want the audience to do after reading the message?

Question 70

By showing appreciation and acknowledging team members' contributions,you ________.

A)remind the team why the work is important
B)acknowledge the emotions of team members
C)make it possible for a team member to succeed
D)help others feel pride in their work
E)understand the emotions of team members

Question 71

How will establishing a clear vision and concrete goals help the team reach their goals?

A)By reminding the team why the work is important
B)By helping others feel pride in their work
C)By displaying an understanding of the emotions of team members
D)By acknowledging the frustrations of team members
E)By making it possible for team members to succeed

Question 72

In Mexican business culture,________.

A)persuasive techniques are not used
B)egotism is an accepted part of business relationships
C)valuing a colleague's work will build credibility
D)email appeals are preferred to phone conversations
E)the same persuasive content and techniques that work in the United States are effective

Question 73

Most persuasive business arguments involve establishing a problem or need,focusing on benefits,and anticipating objections.

Question 74

The analyzing phase of the ACE process is relatively unimportant in persuasive situations.

Question 75

In the context of team decision making,persuasion ________.

A)means influencing your audience to agree with the decision you prefer
B)is at its best when it leads to groupthink
C)is counterproductive and should not be used
D)is key to reaching a collaborative decision
E)is inappropriate in team situations

Question 76

Emphasizing how your product or service meets your audience's needs is part of which aspect of the AIDA approach for organizing sales messages?

A)Grabbing your audience's attention
B)Creating a sense of desire in your audience
C)Making it easy for the audience to act
D)Building your audience's interest
E)Letting your audience know how to respond

Question 77

Persuasion is the process of influencing your audience to agree with your point of view,recommendation,or request.

Question 78

It is not a good idea to mention your education,experience,and expertise when introducing yourself to your audience,as this will come across as boastful and diminish your credibility.

Question 79

A solicited sales message is one that you send to audiences who did not request information.

Question 80

Credibility is hard to earn and easy to lose.