Deck 10: Writing Persuasive Messages

Question 1

Suggesting that readers have made poor choices in the past

A)is helpful in sales messages,but not other persuasive messages.
B)is effective in persuasive messages,as long as you are subtle.
C)works well if you are trying to convince someone to make a large purchase.
D)can inadvertently insult your audience,reducing the effectiveness of your persuasive message.
E)makes them more likely to accept your argument,as long as you are blunt and forceful.

Answer 1

D

Question 2

Which of the following is an example of psychographic information?

A)age
B)occupation
C)lifestyle
D)income
E)education

Answer 2

C

Question 3

Business professionals know that ________ is the attempt to change an audience's attitudes,beliefs,or actions.

A)deception
B)sales
C)persuasion
D)trickery
E)marketing

Answer 3

C

Question 4

In persuasive messages,limiting your scope

A)is less important than in other types of messages.
B)reduces the likelihood that your audience will be convinced.
C)is critical if your audience is to understand and accept your position.
D)is unnecessary,since audiences expect these messages to be long.
E)can reduce the effectiveness of your argument.

Question 5

When you're writing a persuasive message,you can encourage a positive response by

A)explaining what will happen if they don't respond positively.
B)using neutral and strong language.
C)understanding and respecting cultural differences.
D)getting straight to the point.
E)addressing psychographic needs.

Question 6

The best way to persuade an audience to do something is to

A)convince them that their existing motivations are unreasonable.
B)change their motivation by suggesting that they are unsophisticated.
C)align your message with their existing motivation.
D)use scare tactics to describe the consequences of failing to do what you have asked.
E)shame them into doing what you want.

Question 7

The direct approach for persuasion

A)is never used in the workplace.
B)is effective for a receptive audience.
C)is great for connecting with a skeptical audience.
D)doesn't include justifications or explanations.
E)is a sign of low self-esteem and limited credibility.

Question 8

In general,the best persuasive messages ________ the audience's motivations.

A)avoid mentioning
B)downplay
C)openly address
D)dismiss
E)eliminate

Question 9

________ information includes age,gender,occupation,income,and education.

A)Demographic
B)Stenographic
C)Psychographic
D)Persuasive
E)Direct

Question 10

If you can't be sure which medium will be best to convey your persuasive message to a diverse audience,you should

A)choose the one that is most economical.
B)select the one that is easiest to use (such as email).
C)use two or more media at the same time.
D)choose one at random and see how well it works.
E)not send the message.

Question 11

________ data provides information about an individual's personality,attitudes,lifestyle,and other psychological characteristics.

A)Demographic
B)Ideographic
C)Psychographic
D)Direct
E)Persuasive

Question 12

As a human need that affects motivation,self-actualization involves the need to

A)cultivate lifelong involvement.
B)feel a sense of accomplishment.
C)reach one's full potential as a human being.
D)control situations or exert authority over others.
E)establish comfortable connections on social media networks.

Question 13

The attempt to change an attitude,belief,or action is known as

A)manipulation.
B)deception.
C)motivation.
D)exploitation.
E)persuasion.

Question 14

If a supervisor tells a worker who consistently arrives late,"I know you don't want to have your pay docked," the supervisor is addressing the worker's need for

A)safety and security.
B)acceptance.
C)status and esteem.
D)self-actualization.
E)power and control.

Question 15

Using polite language in persuasive messages

A)enhances the effectiveness of your arguments.
B)is less effective than an aggressive "hard sell."
C)shows a lack of confidence,and should be avoided.
D)is effective only with external audiences.
E)is helpful in the body,but not in the opening or close.

Question 16

Personality,lifestyle,and attitudes are assessed through

A)demographic surveys.
B)psychographic studies.
C)inkblot tests.
D)examinations of census data.
E)income records.

Question 17

Differences in organizational culture

A)don't affect persuasive messages.
B)can profoundly affect the success of a persuasive message.
C)are important when addressing international audiences,but not those in the U.S.
D)are so complex that no one can truly understand them.
E)are important to consider for negative messages,but not for persuasive messages.

Question 18

Establishing credibility in persuasive messages

A)is impossible unless the audience is already familiar with you.
B)is a waste of time,since data and evidence are the only things audiences find convincing.
C)requires a condescending,"know-it-all" tone.
D)works only when you make negative comments about your company's competitors.
E)is essential when you are trying to persuade a hostile or skeptical audience.

Question 19

Using simple language in persuasive messages

A)helps avoid suspicions of fantastic claims and emotional manipulation.
B)reduces your credibility,since jargon and complex terminology are impressive.
C)confuses the audience,since they expect you to show how much you know.
D)is harmful when addressing external audiences.
E)is fine as long as you overwhelm the audience with complicated charts and diagrams.

Question 20

Marketers use quantifiable characteristics known as ________ and psychological characteristics known as ________ to help them understand the needs of an audience.

A)social graphics; intuitional data
B)demographics; psychographics
C)crowdsourcing; regionalism
D)psychometrics; cryptography
E)selling points; desired benefits

Question 21

When using persuasion to sell a product or idea,the goal is

A)to let the audience know this is the best choice possible.
B)to explain to the audience what will happen if they make a different choice.
C)to present your offering in the best possible light.
D)to explain how your offering is superior to all others.
E)to offer the best price based on quality.

Question 22

In preparing to write persuasive messages,what two categories of information are vital to understanding the needs of your audience?

Question 23

When is it a good idea to use the direct approach for persuasive messages?

Question 24

Describe at least five strategies for establishing credibility when preparing persuasive messages.

Question 25

When you're completing a persuasive message,

A)proofread your message meticulously.
B)judge your argument objectively.
C)ask an experienced colleague to review your draft.
D)choose distribution methods that the audience expects and prefers.
E)all of the above

Question 26

The AIDA approach for persuasive messages is ideal when used with

A)the direct approach.
B)the indirect approach.
C)either the direct or the indirect approach.
D)social media marketing.
E)face to face communications.

Question 27

When using the AIDA approach to persuasion,which of the following would be the best opening to your message?

A)How are you today?
B)I know you've heard this all before,but ...
C)Are you spending way too much on prescription drugs?
D)This is an important message.
E)What I am about to tell you might seem insignificant,but believe me,it's not.

Question 28

AIDA stands for

A)appeal,indirect,direct,action.
B)anticipate inquiry in doing adjustments.
C)assume,insist,describe,act.
D)attention,interest,desire,action.
E)assess,inform,decide,anticipate.

Question 29

With regards to persuasive messages in social media,the AIDA approach is limited because it

A)cultivates long-term relationships.
B)focuses on one-time events.
C)lacks persuasive elements.
D)uses a multidirectional,conversational approach.
E)seeks input and feedback from customers who don't understand marketing.

Question 30

Most persuasive business messages involve requests for action.

Question 31

When it comes to persuasive messages,the direct approach

A)is rarely used.
B)is often preferable with an audience with whom you have a close relationship.
C)is used only by top management.
D)does not require inclusion of justifications or explanations.
E)is used when you need to rely more on the strength of your message than your reputation.

Question 32

When you're composing a persuasive message,all of the following except ________ are common mistakes that you need to avoid.

A)using a hard-sell approach
B)promoting compromise
C)relying solely on great arguments
D)assuming that persuasion is a one-shot effort
E)using a well-crafted story

Question 33

Most persuasive messages combine

A)truth and falsehood.
B)current and very old evidence.
C)logical and emotional factors.
D)many major points all at once.
E)demographics and psychographics.

Question 34

An effective ending for a persuasive message would be:

A)Simply take the enclosed coupon to any of our service centers by June 15 for your free oil and filter change.
B)Please respond as soon as possible because this offer is not likely to last very long.
C)Wouldn't you like to save some money?
D)Be sure to tell all your friends about this exciting offer.
E)Now that I have your attention,here is what to do.

Question 35

Circular reasoning is a logical fallacy that involves

A)reducing a wide range of choices to a simple "either/or" scenario.
B)using irrelevant evidence to support your argument.
C)trying to support a claim by restating it in different words.
D)attacking an opponent's character,rather than countering his or her argument.
E)comparing two objects or situations that don't share enough similarities.

Question 36

When using the AIDA approach to persuasion,the closing should

A)urge the audience to take the action you are requesting.
B)provide additional evidence and detail not covered in the desire section.
C)explain the steps needed to implement your ideas.
D)help the audience imagine how the solution might benefit them.
E)get the audience's attention.

Question 37

The key to a successful action phase in the AIDA model is

A)getting readers to change their minds.
B)increasing the audience's awareness of your product or service.
C)making the action you propose simple and easy.
D)creating a win-lose situation,with you as the winner.
E)reproaching the audience for not taking action sooner.

Question 38

The purpose of the interest section of a persuasive message is to

A)capture attention.
B)prompt the audience to imagine how the solution might benefit them.
C)increase the audience's desire to take the action recommended in the message.
D)get the reader to act immediately.
E)make acting on the requested action easy.

Question 39

Successful professionals understand that persuasion is the attempt to get your audience to make the choices you want them to make-even if those choices are not in their best interest.

Question 40

In a ________,your goal may be nothing more than convincing your audience to re-examine long-help opinions or admit the possibility of new ways of thinking.

A)persuasive retrenchment
B)persuasive presentation of ideas
C)persuasive request for action
D)persuasive claim or request for adjustment
E)persuasive presentation of marketing ideas

Question 41

One of the best ways to gain credibility for your message is to support it with objective evidence.

Question 42

An advertisement stating that a new product offers "freedom and comfort along with $20 savings per month" is using

A)an emotional appeal.
B)an analogy.
C)an inductive appeal.
D)both logical and emotional appeals.
E)circular reasoning.

Question 43

Which of the following uses a deductive approach to persuasion?

A)Because the stock market has been falling lately,share prices of our company stock will probably also decline.
B)Because the stock price of our company fell,the entire market will probably also decline.
C)Our stock price is like a marathon runner,slowly making progress towards our goal.
D)As always,the stock market really affected our stock prices last week.
E)Have you heard what happened to stock prices last week?

Question 44

Addressing alternative positions in a persuasive message

A)enhances your credibility and can strengthen your argument.
B)weakens your argument,unless you use an aggressive tone.
C)shows that you lack confidence in your opinions.
D)is effective only with controversial subjects.
E)requires that you use the direct approach.

Question 45

Cause and effect

A)are not the same,and confusing the two in persuasive messages can lead to faulty logic.
B)are essentially the same.
C)should not be addressed in persuasive business messages.
D)are so complex that only professional writers should attempt to address them.
E)make it difficult for audiences to assess the quality of a persuasive message.

Question 46

The process of ________ works from a generalization to a specific conclusion.

A)intuitive reasoning
B)deductive reasoning
C)conventional reasoning
D)inductive reasoning
E)emotional appeal

Question 47

When writing persuasive messages,one way to avoid faulty logic is to

A)avoid induction.
B)avoid deduction.
C)avoid praising your opponent.
D)avoid hasty generalizations.
E)simplify a complex issue to either/or choices.

Question 48

Most persuasive messages take the direct approach.

Question 49

When preparing a persuasive request for action,it is vital to

A)show you understand the audience's concerns.
B)emphasize how you will benefit if the request is fulfilled.
C)emphasize the negative consequences of not complying with the request.
D)make yourself look good in the reader's eyes.
E)identify what attitudes or beliefs you wish to change.

Question 50

One way to overcome audience resistance to your message is to

A)use the hard-sell approach.
B)address possible concerns that your audience has.
C)emphasize the positive.
D)indicate the competition is not worth addressing.
E)speak negatively about the competition.

Question 51

When writing a persuasive request for action,you should

A)use the hard-sell approach.
B)demonstrate that helping you will solve a significant problem.
C)ask for more than you actually want so that you'll have a cushion for negotiation.
D)avoid flattery.
E)use circular reasoning.

Question 52

The AIDA model can be used with both the direct and indirect approaches for persuasive messages.

Question 53

When your AIDA message uses an indirect approach and is delivered by email,what are two goals to keep in mind as you write the subject line?

Question 54

Emotional appeals

A)have no place in persuasive business messages.
B)can help audiences care enough to respond positively to your persuasive message.
C)often backfire,and should be used only when addressing internal audiences.
D)are usually sufficient,on their own,to convince the audience to make important decisions.
E)are most effective in persuasive messages designed for international audiences.

Question 55

When writing a persuasive letter for claims or adjustments,you should

A)assume the other person has no interest in helping you.
B)use a confident and positive tone.
C)mention as many additional complaints as possible about the company.
D)say you have already contacted an attorney (even if you really haven't).
E)repeatedly say how disappointed you are in the company.

Question 56

Using simple language in persuasive messages usually increases your credibility with a skeptical audience.

Question 57

What are three methods of reasoning you can use when making a logical appeal,and how do they differ?

Question 58

An analogy lets you

A)reason from one specific piece of evidence to another specific piece of evidence.
B)reason from one specific piece of evidence to a general conclusion.
C)reason from a generalization to a specific conclusion.
D)attack an opponent without fear of reprisal.
E)use a general conclusion to prove a point.

Question 59

In persuasive messages,suggesting that the action you want readers to take

A)makes them suspect that you are hiding something.
B)encourages them to do what you have asked.
C)is insulting,since everyone knows what they want.
D)leads them to question the significance of your argument.
E)works only when you use a tone that is obviously sarcastic.

Question 60

Persuasive messages often follow a specialized four-phase format called the

A)PDQ plan.
B)AIDA model.
C)ASAP model.
D)DEFF approach.
E)direct,indirect,emotional and logical appeal plan.

Question 61

In marketing and sales messages,the best way to handle potential objections is to

A)avoid mentioning them.
B)identify them up front and try to address as many as you can.
C)explain why the objections aren't really important.
D)suggest that anyone who has them simply needs to do more research.
E)imply the objections stems from ignorance.

Question 62

________ take(s)potential customers through the purchasing process without asking for an immediate purchase decision.

A)Marketing messages
B)Sales messages
C)Mission statements
D)Business previews
E)The AIDA plan

Question 63

Conventional marketing or sales messages begin with an effort to gain the audience's

A)attention.
B)money.
C)interest.
D)cooperation.
E)order.

Question 64

Describe each of the four phases of the AIDA model for persuasive messages.

Question 65

Successful marketing and sales messages begin with

A)an understanding of audience needs.
B)an awesome marketing campaign.
C)a persuasive call to action.
D)an all-out effort to recruit marketing personnel.
E)an explanation of how benefits can be delivered.

Question 66

If you're marketing a new security system to an audience of wealthy professionals,the consumer benefit you would most want to emphasize is

A)protection of the consumer's property.
B)the low cost of the system.
C)the low monthly payments for the service.
D)easy,do-it-yourself installation.
E)sales projections for the new system.

Question 67

________ are the most common form of content marketing in the mobile arena.

A)Blog posts
B)Search-engine results
C)Downloadable coupons
D)Mobile-optimized videos
E)Websites

Question 68

When you're writing promotional messages for social media,use ________ to initiate and facilitate discussions in your networked community.

A)traditional promotions
B)bait-and-switch tactics
C)conversation marketing
D)opt-in scenarios
E)stealth marketing

Question 69

All of the following except ________ will help to boost a company's marketing efforts on social media.

A)facilitating community building
B)using a "we talk,you listen" approach
C)providing information that people want
D)using conversation marketing
E)identifying and supporting your champions

Question 70

________ are the particular advantages that readers will realize from the features of a product.

A)Benefits
B)Optimizations
C)Utilization points
D)Selling points
E)Marketing strategies

Question 71

According to your textbook,________ are the most attractive features of a product.

A)desirable benefits
B)specialties
C)points of access
D)selling points
E)price points

Question 72

The desire phase of a conventional marketing or sales message should

A)cut through "the clutter" to get your audience's attention.
B)build interest in the product or service that the message is promoting.
C)expand on your explanation of how the product or service will benefit them.
D)include a persuasive call to action.
E)include a starting fact or statistic.

Question 73

Whereas ________ focus on what the product does,________ focus on what the user experiences or gains.

A)wants; needs
B)selling points; benefits
C)benefits; selling points
D)actionable features; desirable benefits
E)benefits; objections

Question 74

The benefits of a product can be

A)practical but not emotional.
B)anticipated.
C)both practical and emotional.
D)demographic in nature.
E)psychographic in nature.

Question 75

A ________ helps a potential buyer move through the purchasing process without having to make an immediate decision; a ________ encourages a potential buyer to make a purchase decision immediately.

A)marketing message; product push
B)measured response; content quotient
C)persuasive appeal; purchase message
D)marketing message; sales message
E)persuasive message; marketing message

Question 76

In marketing and sales messages,what is the primary difference between selling points and benefits?

A)Selling points are positive whereas benefits are not.
B)Selling points focus on the user rather than the product.
C)Selling points focus on the product rather than the user.
D)Benefits are unrelated to the audience.
E)Benefits focus on key features of a product.

Question 77

Explain how to balance emotional appeals and logical appeals to persuade an audience.

Question 78

If price is one of your strong selling points,you should

A)mention special offers,such as volume discounts,before actually stating the price.
B)decrease the perception that the price is high.
C)break the total price into smaller units.
D)give the price a place of prominence in the message.
E)not overemphasize it,since you might need to use this advantage later.

Question 79

List three categories of common persuasive business messages.

Question 80

Which of the following would not be an effective technique for gaining audience attention in sales messages?

A)offering an exciting product benefit
B)encouraging people to place an order
C)offering a unique solution to a common problem
D)appealing to people's emotions
E)offering a piece of interesting news