Deck 12: Communicating to Persuade

Question 1

Professionally, you will need to use argument and persuasion daily.

Answer 1

True

Question 2

It is illogical to say that all marketing experts believe brochures are effective.

Answer 2

True

Question 3

A typical title page in a brochure omits

A) a visual presentation of the topic.
B) the product or service name.
C) contact information.
D) prices.

Answer 3

D

Question 4

A flier should make ________ key point(s).

A) two
B) one
C) three
D) four

Question 5

Is the following sentence an example of a logical fallacy: "Either all employees must come to work on time, or they will be fired"?

A) yes
B) no

Question 6

If you focus on an irrelevant issue to draw attention from a central issue, it is
called a "red herring."

Question 7

Ethos translates as ethics.

Question 8

When you use the ARGU approach to organizing documents, the "A" stands for

A) argument.
B) accountability.
C) assertions.
D) arouse involvement.

Question 9

When writing a persuasive document, it is a good idea to first consider

A) content organization.
B) goals.
C) audience.
D) B and C

Question 10

One way in which dishonest appeals are made in communication is through inaccurate graphics.

A) yes
B) no

Question 11

To create your flier, you should avoid doing one of the following:

A) increase font size
B) use color
C) have unlimited text
D) use a title
E) use graphics

Question 12

________ market services and products.

A) Sales letters
B) Complaint letters
C) None of these answers is correct.
D) A and B

Question 13

The "rhetorical triangle" consists of the three traditional methods of argument
and persuasion.

Question 14

You have three to five seconds to grab your reader's attention in a sales letter,
persuasive e-mail message, or speech.

Question 15

Which of the following is not true about a brochure?

A) It can create awareness of a company.
B) It can change negative attitudes.
C) It can increase market share of a product.
D) It can increase understanding of a product or service.
E) All of these answers are correct.

Question 16

On the back panel of the brochure, consider excluding

A) coupons.
B) highlights of the topic.
C) mailing information.
D) detailed analysis of uses of the product or service.
E) location.

Question 17

In a corporate environment, you must persuade your audience not only logically
but also ethically.

Question 18

Which of the following is not a way to gain your reader's attention in the beginning of a persuasive communication?

A) Start with a question.
B) Use an anecdote.
C) Motivate the reader to action.
D) Use facts and figures.
E) Start with a quotation.

Question 19

Using a catchy phrase is a good idea for a flier.

Question 20

One way to improve the design of a brochure is

A) to use bullets for key points.
B) to apply the ARGU method.
C) to keep text within one panel.
D) to keep it to one page only.

Question 21

Chapter 12 provided you with an approach to organizing persuasive documents entitled ARGU. What does the acronym stand for? How would you apply it to a sales letter offering your client a free oil change at his car dealership? Write the letter.

Question 22

Discuss the rhetorical triangle. Why is it useful when preparing methods of argument and persuasion?