Deck 10: Writing Persuasive Messages and Proposals

Question 1

Content marketing involves overt selling.

Answer 1

False

Question 2

The subject line of a sales message should typically contain sensational words.

Answer 2

False

Question 3

Every product has a single appeal that is used to target the product's audience.

Answer 3

False

Question 4

Appeals to the sense of taste and smell are classified as logical appeals.

Question 5

Permission-based email allows marketers to tailor their message to customers and prevents spam.

Question 6

You should not open a persuasive request with a question.

Question 7

Sales efforts often begin before the actual sales message does.

Question 8

One of the most widely disseminated forms of business communication is the sales message.

Question 9

By definition, a proposal is in written form.

Question 10

A sales message that implies that customers who purchase a specific product will save money and time is using intangible benefits as a persuasive tool.

Question 11

The heart of a proposal is the discussion of the problem that the proposed product or service is intended to solve.

Question 12

In the context of soliciting proposals, RFP stands for "request for proposals."

Question 13

A solicited proposal is written in response to an explicit invitation offered by a company, foundation, or government agency that has certain needs to meet.

Question 14

In the common-ground persuasion technique, you first present a problem that you and the readers share and then show how doing as you propose will solve the problem for all concerned.

Question 15

Unsolicited proposals should resemble a sales message.

Question 16

Over the years, sales writers have developed a formula that one must follow to write sales messages.

Question 17

One of the goals of the opening of a persuasive request is to gain attention.

Question 18

Requests that are likely to encounter resistance require a slow, deliberate approach.

Question 19

The best organizational pattern for a persuasive message is to say what you want your readers to do right away and then use the rest of the message to support your point.

Question 20

Sales messages are highly susceptible to the use of unethical tactics.

Question 21

Messages for goods and services that offer intangible benefits primarily use ______ appeals.

A) emotional
B) logical
C) practical
D) ethical
E) feature-based

Question 22

Which of the following is true about the technique of scenario painting as used in advertisements?

A) It focuses on the we-viewpoint rather than the you-viewpoint.
B) It uses the common-ground persuasion technique.
C) It restricts the use of emotional appeals.
D) It puts the reader in a simulated context that brings out a product's appeal.
E) It is an outdated technique and is no longer used by advertisers.

Question 23

Which of the following best illustrates an advertisement based on emotional appeal?

A) an advertisement primarily stressing how a product can make a person more interesting
B) an advertisement emphasizing a product's lifetime guarantee
C) an advertisement primarily stressing the limited-time low price of a product
D) an advertisement comparing a product's enhanced features to those of the competitor's product
E) an advertisement listing three practical uses of the product

Question 24

It is best to organize persuasive messages using the _____ because you will be writing to potentially uncooperative readers.

A) mixed construction
B) unstructured order
C) indirect order
D) we-viewpoint
E) nonlinear order

Question 25

A form of email sales message that is gaining respectability and acceptance is called _____ because it requires customers to sign up for email promotions on a company's website.

A) spam
B) instant messaging
C) broadcast email
D) selective spam
E) permission-based email

Question 26

Information such as a person's social, political, and personal preferences is called _____ information.

A) physiographic
B) geographic
C) angiographic
D) demographic
E) psychographic

Question 27

The first step in creating a persuasive request is

A) stating the request.
B) developing appealing details.
C) determining a strategy.
D) creating a positive ethos.
E) planning the layout and any visual elements.

Question 28

Demographic information includes details such as

A) social, political, and personal preferences.
B) legal and sociocultural implications.
C) per capita income and gross national income.
D) current market trends and foreign exchange rates.
E) age, gender, income, and geographic location.

Question 29

Rewards that fulfill a reader's desire to gain prestige or have more freedom are called _____ rewards.

A) intangible
B) measurable
C) concrete
D) quantifiable
E) tangible

Question 30

Consider the following statement: "Our newest television model comes with OLED technology in addition to all the functionality of high-end televisions in the current market." This statement primarily focuses on

A) scenario painting.
B) the common-ground persuasion technique.
C) character-based appeals.
D) reader benefits.
E) product features.

Question 31

The persuasive appeals identified by Aristotle that are based on emotions are referred to as

A) ethos.
B) grandiose.
C) logos.
D) hamartia.
E) pathos.

Question 32

Messages for goods and services that help readers save money will most likely

A) have an emotional appeal.
B) have a logical appeal.
C) have a sensory appeal.
D) avoid using logos to attract consumers.
E) avoid using evidence to convince customers.

Question 33

Knowledge of sales message techniques helps in writing business messages because

A) most jobs in business are sales related.
B) sales messages restrict the use of ethically dubious persuasive tactics.
C) most business messages directly or indirectly involve selling something.
D) most sales messages are regarded as spam by readers.
E) most persuasive messages used by businesses are unbiased.

Question 34

The main place for getting attention in email messages is the

A) first line of the concluding paragraph.
B) subject line.
C) body of the message.
D) end of the opening paragraph.
E) final sentence of the message.

Question 35

Measurable rewards, such as saving time or money or acquiring a desired object, are also called _____ rewards.

A) spiritual
B) emotional
C) tangible
D) abstract
E) unquantifiable

Question 36

Which of the following applies to all persuasive messages?

A) They are all received negatively.
B) They are all biased.
C) They are all ethically dubious.
D) They are all permission based.
E) They are all received positively.

Question 37

The first step in writing a sales message is

A) choosing the appropriate medium of transmission.
B) determining the makeup of the mailing.
C) choosing the most persuasive channel for the message.
D) determining the central appeal for the message.
E) making a careful study of the product or service.

Question 38

Which of the following is true about emotional appeals?

A) Emotional appeals are best suited for selling useful products.
B) Emotional appeals should be avoided when selling to male readers.
C) Emotional appeals typically engage our senses.
D) Emotional appeals should be avoided when advertising products that do not perform any discernible practical function.
E) Emotional appeals are mainly based on logic.

Question 39

Rebecca is the office manager for a medium-sized production company. She writes to her boss asking if one of the office assistants can complete the weekly sales report on Monday mornings. She begins her persuasive argument by pointing out that her other responsibilities mean the report is several hours late every week, which delays her boss from sending his own report to the company executives. This is an example of the

A) common-ground persuasion technique.
B) demographic persuasion technique.
C) technique of scenario painting.
D) character appeal technique.
E) integrated marketing communication strategy.

Question 40

Which of the following statements about product benefits is true?

A) They are automatically given to readers when they comply with your request.
B) They are the same thing as product features.
C) They are intangible and can only be acquired over time.
D) They are short-lived as compared to added-on benefits.
E) They should not be relied on heavily because they can cheapen a product.

Question 41

Which of the following sentences best illustrates effective sales writing?

A) We've introduced two new flavors for the season: spicy jalapeno and roasted garlic and herb.
B) Apollo hummus is now available in spicy jalapeno and roasted garlic and herb.
C) Spicy jalapeno and roasted garlic and herb are the two new Apollo hummus flavors to watch out for this season.
D) You can now enjoy the great taste of Apollo hummus in two new flavors-spicy jalapeno and roasted garlic and herb.
E) Our ever-loyal customer base has grown larger after the introduction of Apollo Spicy Jalapeno and Apollo Roasted Garlic and Herb.

Question 42

Of the following, the most appropriate attention-gaining opening for a sales message is

A) a brief description of the company's history.
B) a statement that introduces a need that the product will satisfy.
C) a description of the company's products or services.
D) a statement that brings credit to the company.
E) any kind of surprising statement.

Question 43

If you select a rational appeal as your central theme, you should

A) describe your product based on what it can do for your reader.
B) describe your product based on how it appeals to the senses.
C) use pathos to attract consumers.
D) use ethos to attract consumers.
E) avoid specific details.

Question 44

Which of the following best illustrates a proposal?

A) a company's written defense for the use of hazardous material
B) an email to the employees in a company detailing the changes in company policy
C) a routine letter to a supplier acknowledging the receipt of raw materials
D) a report containing an employee's quarterly performance review
E) a supplier's presentation to encourage a company to do business with him

Question 45

Andre's company has a blog and a Facebook account that it uses to interact with and provide information to potential customers. None of the posts on either the blog or Facebook page are used to actively sell to customers. Andre's company is engaging in

A) content marketing.
B) integrated marketing.
C) permission-based marketing.
D) central appeal marketing.
E) common-ground explicit selling.

Question 46

The coordination of sales messages across several forms of media is known as

A) social media linking.
B) brand equity.
C) content marketing.
D) integrated marketing communications.
E) permission-based marketing.

Question 47

Which of the following statements about postscripts in sales messages is true?

A) They should not be used because they look like an afterthought.
B) They may be used to suggest the reader pass along the sales message.
C) They should function as the main source of persuading a customer.
D) They duplicate and reiterate all the contents of the main letter.
E) They enable a reader to reply to the main sales letter.

Question 48

Which social media platform is primarily for photo and video posts?

A) Instagram
B) Facebook
C) Twitter
D) LinkedIn
E) Snapchat

Question 49

The value of your company's positive image and name recognition is referred to as

A) brand equity.
B) content marketing.
C) logos appeal.
D) ethos appeal.
E) persuasive value.

Question 50

A sales description based on factual material will most likely

A) have an emotional appeal.
B) avoid using a logical appeal.
C) have a rational appeal.
D) use pathos to attract consumers.
E) avoid using character-based appeals.

Question 51

Proposals differ from reports in that proposals

A) use the we-viewpoint.
B) use prefatory material.
C) present information in a useful form.
D) are intentionally persuasive.
E) use the direct approach.

Question 52

Which of the following, despite being incorrect and inappropriate in other forms of business writing, is commonly used in sales writing?

A) a conversational style
B) the you-viewpoint
C) visual emphasis devices
D) active voice
E) sentence fragments

Question 53

Which of the following statements about integrated marketing is true?

A) It cannot be used with mailings.
B) Every sales email should include at least one link.
C) It is a seldom used method for coordinating selling.
D) Only marketing professionals need to be aware of integrated marketing communications efforts.
E) Integrated marketing can be used only to link emails with websites.

Question 54

Which of the following qualifies as a proposal?

A) a company's written defense of an environmental problem
B) a company's written list of tasks for an upcoming project
C) an analysis of the potential market for a product
D) an office manager's request to purchase new computers
E) an urban planner's report on the current conditions of the city's sewage system

Question 55

Which of the following is an example of an internal proposal?

A) an employee's email persuading her superior to replace the outdated phone system
B) a vendor's email proposing to handle the storage of a company's products
C) an email from the head of one company to another proposing to share resources on similar projects
D) an email from a department manager to an auditing firm scheduling an internal audit for her department
E) an email from the founder of an organization to the general public denying a charge of fraud

Question 56

Which of the following is true about proposals?

A) They should describe the product or service and let the readers decide how it will benefit them.
B) Proposals can be in the form of oral presentations.
C) A solicited proposal is one that you submit without an official invitation to do so.
D) They have the same basic goal as reports to inform or solve problems.
E) They are not similar to sales messages.

Question 57

Which of the following is an example of an internal proposal?

A) a manager's email persuading her superiors to hire an additional team member to ease workloads
B) a vendor's email proposing an internal-communication platform for a company
C) an email from the head of one company to another proposing to share resources on similar projects
D) an email from the owner of one company to the owner of another company proposing that they trade services
E) an email from the founder of an organization to the local government proposing a partnership to clean up a green area

Question 58

Which of the following is true about the use of postscripts in sales messages?

A) It is illegal to add postscripts in sales messages.
B) The use of postscripts in sales messages de-emphasizes its major appeal.
C) A sales message can use a postscript as a part of its design.
D) They are no longer effective.
E) Postscripts should be avoided in sales messages as they divert attention from other enclosures in the message.

Question 59

Phrases such as "Do it now" and "Act today" should be used to urge immediate action because

A) readers prefer the commanding tone of such words.
B) they emphasize the we-viewpoint.
C) readers expect these words in all sales messages.
D) a persuaded reader may otherwise put off a purchase.
E) they help readers understand how to make a purchase.

Question 60

The request for action in the close of a sales message

A) should take the reader through the steps of what he or she must do.
B) should only hint at the desired action.
C) should never be followed by a postscript.
D) must not use hard-sell tactics by urging immediacy.
E) is unnecessary if the rest of the message is well written.

Question 61

Define the common-ground persuasion technique and give a brief example.

Question 62

Which of the following applies not only to proposals but also to all other types of messages?

A) There is a set pattern that must be followed.
B) The content must be adapted to the reader of the message.
C) The you-viewpoint should be avoided.
D) Initialisms, abbreviations, and contractions are forbidden.
E) Formal language is required.

Question 63

The primary means by which organizations solicit proposals is the RFP. RFP stands for

A) requested financial proposition.
B) regulations for proposals.
C) request for proposals.
D) request for price.
E) rules for proposals.

Question 64

At the beginning of any unsolicited proposal, it is important to

A) give background information.
B) state the dire consequences of ignoring the proposal.
C) gain attention.
D) present the writer's credentials.
E) request acceptance.

Question 65

Explain the main types of appeals used in sales messages. Give an example for each type of appeal.

Question 66

List the eight topics that are commonly covered in proposals.

Question 67

Which of the following is an example of an external proposal?

A) an email from an employee to the CEO proposing the creation of an employee volunteer program
B) a presentation by a graphic designer in which she proposes to design a new website for a company
C) an email from an employee to his manager stressing the need for additional team members for a project
D) an email from a manager to an executive proposing a pay raise for an employee
E) a memo from an employee to her manager requesting permission to attend a conference

Question 68

Which of the following statements is true of solicited and unsolicited proposals?

A) Solicited proposals should be objective, not persuasive.
B) Unsolicited proposals should be objective, not persuasive.
C) Unsolicited proposals use the direct method of organizing content.
D) Solicited proposals use the indirect method of organizing content.
E) Unsolicited proposals are written and submitted without any invitation.

Question 69

Presenting information on matters such as the qualifications of personnel, success in similar cases, the adequacy of equipment and facilities, operating procedures, and environmental consciousness is necessary to

A) make the proposal the required length.
B) establish an organization's ability to perform.
C) present a clear cost analysis for the proposal.
D) detail the benefits of a proposal for a given scenario.
E) create a clear description of the proposal's intention.

Question 70

What is the main difference between proposals and reports? Explain the approach to take when writing unsolicited proposals.

Question 71

Define integrated marketed communications and explain how you might use this technique in an email.

Question 72

How can you get readers to open your sales letter? Your email sales message?

Question 73

Explain how to request action at the end of a sales message.

Question 74

Consider the following statement which is a part of a proposal: "By accepting the proposal, you will have not only saved $1,500 off the standard price but also taken the first step toward a more efficient, productive organization."
This statement primarily focuses on the

A) background of the proposal.
B) features of the product.
C) description of the plan of the proposal.
D) terms and conditions related to the proposal.
E) benefits of the proposal.

Question 75

Which of the following is an example of an external proposal?

A) an employee's email persuading his superiors to choose his team over an external agency for a particular project
B) an email from the head of a cleaning service seeking to convince a company to be his client
C) an email from an employee to his manager stressing the need for additional team members for a project
D) an email from the HR manager of a technology firm to their finance department containing the pay structure for new employees
E) a memo from an employee to her manager requesting Six Sigma training

Question 76

What is scenario painting? Compose a message for a product or service of your choice by using this technique.

Question 77

When _____ a proposal, you should consider urging or suggesting the desired action.

A) presenting cost of
B) describing the plan of
C) providing evidence of ability to deliver
D) developing the conclusion of
E) stating the benefits of

Question 78

Differentiate tangible rewards from intangible rewards.

Question 79

Why are sales messages considered a controversial area of business communication? How has the widespread use of emails added to the controversy?